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Warning: This is a post about branding, but I’m no brand expert. For most of my career, any mention of the word brand made me uncomfortable. I figured it was a fine line between “brand exercise” and “total waste of time.” I was forced to confront my branding heebie-jeebies five years ago, when I joined Google Ventures. Previously, I’d always worked at big companies (Google, Microsoft, Oakley) with
Updated June 2021 The founders and designers we work with in the Google Ventures (GV) portfolio have a lot of important questions. Is there a market for my product? Will my product help people solve their problems? What should I build? The answers to these questions just raise more questions: Do people understand my product? Will people find my product useful? Can people use my product? And so it
Critiques are one of the most important ingredients to great design, but far too often designers leave critiques secretly feeling scattered, frustrated, and disempowered. Even when everyone is well-meaning, there are many subtle ways a critique can go off the rails and hurt your design process. Thankfully, with a bit of thoughtfulness and care, any company can craft a culture of productive, passio
We helped Blue Bottle Coffee design a new website that boosted sales and time on site. Blue Bottle has developed a cult following for their beautiful cafes and exquisite coffee. But their website didn’t represent the brand well, and web sales made up only 10% of their revenue. THE CHALLENGE Translate the hospitality and quality of Blue Bottle to the web. Demystify the process of buying coffee and
Unconscious biases are created and reinforced by our environments and experiences. Our mind is constantly processing information, oftentimes without our conscious awareness. When we are moving fast or lack all the data, our unconscious biases fill in the gaps, influencing everything from product decisions to our interactions with coworkers. There is a growing body of research — led by scientists a
When designing for the web, you can analyze usage data for your product and compare different interfaces in A/B tests. This is sometimes called “data-driven design”, but I prefer to think of it as data-informed design — the designer is still driving, not the data. To make this work in practice it’s important to use the right metrics. Basic traffic metrics (like overall page views or number of uniq
Note: This is an old/outdated post. For the latest on the design sprint, check out my book Sprint or this how-to guide. Oct 26, 2012 At Google Ventures, we have a five-day process for taking a product or feature from design through prototyping and testing. We call it a product design sprint. This is the fourth in a series of seven posts on running your own design sprint. In the first two days of t
For many sites mobile traffic will soon eclipse desktop traffic (if it hasn’t already) — is your site ready and mobile friendly? Optimizing for mobile networks requires careful engineering to account for the (much) higher latencies, and the peculiarities of the mobile radio and battery life of the device. In this workshop we’ll take a hands on look at the mobile performance and optimization criter
Note: This is an old/outdated post. For the latest on the design sprint, check out my book Sprint or this how-to guide. Jan 7, 2013 At Google Ventures, we have a five-day process for taking a product or feature from design through prototyping and testing. We call it a product design sprint. This is the sixth in a series of seven posts on running your own design sprint. On day 2 you drew concept sk
Paper prototypes are the macaroni artwork of software development. Let me explain: Has a small child ever showed you artwork made from dried macaroni, glue, and construction paper? No matter what kind of mess you’re looking at, you always give the little tyke credit for trying, right? “You’re so creative! Great effort!” I’ve got bad news: If you’re using paper prototypes to test a new feature or p
For many tech companies, design is no longer subjective. Instead, it’s all about data. Analytics click and hum behind the scenes, measuring the effectiveness of even the tiniest design decisions. This constant data-stream plays an increasing role in determining what new products we will use, and what forms they might take. And when we think about the future of design and technology, we bump into a
On the day Google’s acquisition of FeedBurner closed in 2007, it was also the first day of a new quarter at Google. My new manager at Google asked me to draft my OKRs for him to review. I had no idea what he was talking about. I’ve now gone through the process of setting my Objectives and Key Results (OKRs) 24 times, and each time I marvel at what an effective mechanism they are for focusing my ef
When a product is close to launch, I become a perfectionist. Each misaligned element or awkward interaction is like a thorn in my side. There’ll be a dozen tiny implementation mistakes that taunt me each time I run into them. Everything seems so broken. But to everyone else on the team, the product seems fine! It’s functional. They ask, “Will moving that button by 3 pixels really improve our produ
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