To me, the sign is,
it's the architect of something visually appealing.
Which are the important parts that we need?
Which are the parts that we can just hide a little bit?
And which parts we can get rid of completely?
And design should be like that, to be clear with nothing that clashes.
It should actually fulfill a mission of a tip, a tip something.
Not only to make things beautiful, but to make things easier to use, and to also generate emotions.
I keep seeing that I have a website. Why do you have a website?
I don't really know. You need to know why you have a website.
If you don't know why you exist as a website, that's a big problem.
Something that is really good from our website is that almost anybody can use it.
Even my mum, the first time she went online.
They all have to be, the user has to be guided through that flow.
Understanding that the user goes there just I need, and cleaning the whole page and just bring one box.
I just see that through it I get more information, but if I'm really thinking about the process, then I don't know what to make.
It's great, and I use it a lot, but I use it unconsciously.
20% is used by 80% of the people, and 80% of the features are only used by 20% of the people.
Less is more is one of our motives.
If there's a problem, why is it a problem?
If you have a problem, why is it a problem?
If you have a problem, why is it a problem?
Because it's beautiful, it's not a problem.
If you don't have an answer to that, it's better to remove it.
Imagine the table, you have many families, and you have to re-ordinate them.
Actually, when you design a website right now, I think you should try to think of a website that can last
at least for a decade.
You see a lot of people relating to the users online, in the same way they were used to relate to them through TV
or through print, there are some basics, like you don't read, you click.
It's very difficult to do simple things, and when you communicate, it seems that the easiest way to communicate is to write.
You don't understand, you feel.
You don't have to think of people, and when people in your website have a clear understanding of what you do,
you dedicate yourself and ask them questions.
And video is a very good tool for that, because people, you know, they see that in two minutes and a half,
or in five minutes or something, they can learn about what you do and just generate an idea in their minds
to work out whether it's a good match or not.
I think that's very powerful too.
I think it's not about which characteristic does it have to have.
I think it's more, how does it make the user feel? Is it scary for the user?
Add subtle shadows here and there or a little texture in the background or things like that to make the product warmer.
We're sexually motivated by definition in our DNA to beauty, and that's the reason why we feel it's harder to beauty in any form.
Maybe it's not in itself a usability characteristic, but if I feel comfortable or if I feel that this thing is going to actually help me,
then I am going to be much more willing to use the product.
I still remember this Philippe Star juice maker, and you probably remember that.
It's called a spider, I think.
And then, you know, you can't make juice out of it.
It actually says, I think, in the instructions that it's not intended for a juice maker.
It's a beautiful design, but you can't make juice out of it.
And I think it's possible, real hard, but possible to develop a beautiful design with something really useful at the same time.
Thank you.
