Last week, I gave a talk on the importance of great design in a startup. The talk, during Boulder Startup Week, included a panel of four product designers and was prefaced with: How Startups Get To Great Design. I rewrote my talk a number of times while unsuccessfully trying to focus on wireframing, communicating with the product team, or giving a unique user-experience. In the end, I approached the talk with more about what defines great design for any company or product—digital or analogue.
Companies heralded for great design often have strong product teams and creative leaders, but great design should be achieved in even the smallest startups. Successful product design can be conveyed with two simple principles: consistency and empathy. What’s more important is that working with these two principles in mind is not just the role of the designer; everyone in the company is responsible.