1. In case you haven't been paying attention, software has eaten your world. But things look good from the belly of the machine, because according to Heroku's Oren Teich, software presents limitless opportunities for unlocking value.
  2. Those value opportunities are ripe for the taking - if you know where to look. Value exists at the moment of delight, what Teich described as the, "pure feeling of 'Oh my god, look at what I’m getting to do!'”

    When was the last time you experienced delight in a product? Teich shared one of his recent experiences, with new banking service Simple. It just worked the way he wanted it to, and that was delightful. How did Simple arrive at delight? Through end-to-end design.
  3. That end-to-end design included realizing that new Simple customers want to take pictures of their (tantalizingly simple) bank card when it comes in the mail in a sheik canvas tote bag. So they wrapped blue tape over the sensitive bank account information.
  4. Got my simple bank card today.
    Got my simple bank card today.
  5. Good design needs to be aware of complete processes. "Design isn’t about aesthetics," Teich said, "it’s about how things disappear for you and enable things to happen."
  6. What does disappearing design look like? This:
  7. Teich makes a distinction between aesthetics and design. Design isn't what something looks like, said Teich. It's something much more visceral: what the experience of a product feels like.
  8. So if design isn't aesthetics, than what is it?
  9. Good design doesn't make everyone happy. Rather, it has a clear opinion that's often polarizing. (Remember, asked Teich, the original candy-colored iMacs?)

    And, more often than not, design means removing things, not adding them.
  10. This seems like a pretty slippery concept, one of those "you'll know it when you see it," properties. 
    Luckily, Teich gave us some advice for zeroing in on good design: "You have to constantly, ruthlessly, be thinking about what’s not good enough. And know that it’s never good enough."
  11. That's a daunting proposition. But it's also an opportunity.
  12. Once you commit to knowing your product is never going to be good enough, said Teich, there's a formula for success:
  13. But that's not the end, as conference attendee and speaker Lorinda Brandon pointed out. You still need to close the loop.
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