What Is UI Design? Six Articles To Help You Understand

What is UI Design?

Once again, we turn to the Designing North Studio team (only a couple are dedicated UI practitioners) to share their their definition of UI Design in one sentence:

The translation of UX design into a visual interface, where the color, composition and placement of various interactive elements reinforce the user experience principles that have been deemed most important for a given interaction.Click To Tweet

“When function and art move in together before they tell their parents.”

The balance of visual design, layers of presentation, and interactiveness to provide a satisfying look, feel, and experience.

The translation of UX design into a visual interface, where the color, composition and placement of various interactive elements reinforce the user experience principles that have been deemed most important for a given interaction.

UI Design is the creation of graphics, illustrations, and/or use of photographic artwork and typography to enhance the display and layout of a digital product within its various device views.Click To Tweet

Have you ever heard someone say, “Wow, that website has horrible UI,” or “The UI of this app is the worst”? Similar to our comments on What Is UX Design, if you aren’t around designers all day this acronym is likely meaningless. And there’s nothing wrong with that. But to understand User Interface Design (UI), is to have a greater appreciation for the way designers craft  the look, feel and even responsiveness of a digital product, which all accumulates to interaction.

However, we understand that much like UX (user experience design), UI (user interface) is often interpreted slightly different depending on who you ask.  

At its core, User Interface Design creates the the look, feel, and interactiveness of a digital product — think web experience or app. But this is only the basis for understanding. You see, good UI is a multidimensional approach that enables a product experience to be responsive to a human being. It’s the Xanax of the design world. Remember that short animation that perfectly substituted the need for a thousand words? Or even that website that you navigated as though it was a guided tour. Now, that’s some good UI.

UI articles to help understand design.

Now, let’s paint you a more thorough picture of User Interface Design with these six articles:

1. UI is this, and UX is that:

https://medium.com/blu-mint-digital/ui-design-vs-ux-design-whats-the-difference-af97c2ff052a

2. UI basics, let’s start here:

https://www.usability.gov/what-and-why/user-interface-design.html

3. Good UI gets out of your way to help you complete a task:

http://blog.teamtreehouse.com/10-user-interface-design-fundamentals

4. Four ways color explains good UI

https://www.webdesignerdepot.com/2017/06/4-ways-vibrant-colors-boost-ui-design/

5. UI explained in 60 seconds. Starting now:

https://www.oho.com/blog/explained-60-seconds-ux-ui

6. These big design buzzwords make you sound more experienced — UI is one of them:

https://www.upwork.com/hiring/design/ux-ui-ia-digital-design-terms-explained/

Have a burning UI/UX question? Let’s chat!

Designing North Studios Playlist: Volume 1

“Music is the electrical soil in which the spirit lives, thinks and invents.” — Ludwig van Beethoven

This is affirmation for every designer who stands on a musical foundation to power through the day.

Design and music goes hand in hand. Similar to art and a paint brush. With the majority of our time spent in front of the computer, we need music for many reasons. Music offers an escape to a place of focus; where creativity can be felt, absorbed, and expressed.

Day after day, we pour our heart and soul into our work, in the the design studio, striving to produce impactful results for every body of work that enters our virtual doors.

It’s here where we live, think, and invent with the intent to make the world a slightly more enjoyable place for all.

But this wouldn’t be possible without music. Our feelings, energy levels, and focus all rely on music in one way or another. Without even considering its power, we rely on music to set the mood, each and every day.

And contrary to popular belief, work is in fact a place for sound; a place where turning up the music leads to an atmosphere primed for creation not distraction.

From Stanford to Johns Hopkins, extensive research has been conducted, supporting the positive impact that music has on the learning environment.

A student is to learning as a designer is to creating, and music is the glue that bonds passion, focus, and intelligence to production and results.  

Although our favorites remain intact, we enjoy creating new playlists as we discover tunes that inspire and motivate us while in the design studio. Let us know how we’re doing and feel free to share your favorites along the way.

Designing North Studios Spotify Playlist: Volume 1:

Digital Design In Motion: Designing North Studios

It’s not a location, it’s a mindset.  

This is the brand tagline for Designing North Studios, our digital design and development studio based in the Bay Area. It’s meaning runs deep in the veins of the studio, and serves as the guiding light for every team member that walks through its doors — we like to call them Designing North Stars.

Designing North Studios is the product of many years of hard work and planning by Managing Director, Lisa Peacock. From the name, to the logo and color palette, and most importantly the mindset, Lisa’s vision always included motion in some way or another — it just took a few years for this vision to be brought to life:

“I’ve always envisioned that the Designing North logo would move. It’s not super easy to recognize that the DN from DESIGNING NORTH flips and glides together with our Yummo Font forming the combined ‘DN’ mark in our DN badge.”

The joining of the Designing North logo and motion marks a pivotal moment in the studio’s existence. It takes dedication, commitment, and most importantly, really good people to make a design studio “tick,” and that’s exactly what we do.

It’s all about designing a community that lives north of expectations.

Using Motion In Branding

Although motion and branding isn’t a new art form, augmented experiences are becoming an important part of our daily lives — across all screens. With more eyes on mobile, people want to experience a brand, not read about it.

As digital devices pervade all aspects of the human experience, motion design is an interesting and informative way to share the big idea or story; our story.

The Designing North interstitial display, designed by the talented Nick Alexander – expresses that marriage of the D, and then the N falling sideways, to form the mark.

Motion Design Inspiration

As the Executive Creative Director, Lisa Peacock envisioned every movement that takes place in the interstitial. It all has meaning, as it adds life to the Designing North name:

“It was important to give recognition to the use of the STAR in the logo badge. Even though a simple symbol, used by many – I always knew that the people I was looking for to work at Designing North Studios, would be my Designing North Stars. I had no one at first, but I knew they would come. And they did. So it serves both a tactical purpose of displaying the ‘mark’ inspiration, and it illustrates the aspirational side of the designing north mindset: we know the stars are out there, swirling around somewhere, and eventually we hope they land here and work with us at Designing North. But even more broadly: we know there are those out there, swirling around, ‘designing north’ wherever they are, and wherever they land. And we salute that mindset most of all.”

Five Ways Technology Will Change Our Lives By 2022

Whether you plan for it or not, your life will change in five years due to information technology breakthroughs. “5 in 5” as it’s called, is an annual series of imaginative predictions revealed by IBM, that aim to change the lives of humans through the implementation of ground-breaking technology. These predictions transparently serve to foreshadow the advanced  innovations that we can expect see in the near future. If the theme is artificial intelligence, you may just find your professional career intersecting with these advanced technologies sooner rather than later; are you ready for change?

AI Mental Health Tools

According to the National Alliance on Mental Illness, 1 in 5 adults in the U.S. experience a mental illness in their lifetime, with combined treatment costs being in the trillions – an alarming statistic to say the least. IBM predicts that their breakthrough implementation of AI will change the world for many people living with mental illness, and it’s how they plan on accomplishing this that’s most intriguing.

With the goal of early detection for developmental disorders, mental illness and degenerative neurological diseases, IBM plans on using a mix of automated cognitive systems — “simulation of human thought — to analyze a person’s speech and writing.” We find this advancement to be incredibly exciting; we are talking about cognitive computers here… whoa. Big data is finally ready to make an impact in our daily lives, not just sales numbers.

The use of AI is only in its early stages . IBM plans on using data points in combination with modern wearable devices — watches, monitors, earbuds — and imaging equipment to create a more complete picture of a person’s health than ever before; without the need for an office or specialized tools. Signs that were once invisible will now be transparent and manageable to the patient through wearable devices — this greatly reduces the barriers that healthcare presents to many people. AI technology of this form will alter healthcare as we know it. How many professional fields can lay claim to a statement like that?

Hyper-imaging With AI

The next five years will also reveal a change in how we interact with the environment, but not in the way you might predict. The self-driving car has been a hot topic of late for the sheer fact that human hands no longer need to control the steering wheel — still weird to imagine. Even before most of us see one of these on the road, IBM is already developing cognitive computers that will further enhance their reliability and safety through hyper-imaging — seeing beyond the domain of visible light. The concept of millimeter-wave imaging paired with sensors is making much of the invisible world now visible. Black ice, fog, and distant objects will no longer be out-of-sight; they may remain out-of-mind for us humans but our vehicles will certainly be aware.

In five years this eye-opening technology won’t be limited to our cars, it will translate to our health. Imagine taking an image of your food to determine its exact nutritional value — or lack thereof. Or what about imaging your meds to ensure that you know exactly what you are ingesting. Better yet, what if your video game could pair with augmented reality to physically see through solid objects? Like our own body? Crazy, right?

AI technology through connected devices

Digitizing the Physical World

Data is all around us; every second that ticks away mass amounts of data are being recorded, we just can’t see it. The data that we speak of is commonly used to educate us on our ecosystem although it’s often outdated since it takes so long to organize after collection. Researchers have revealed that data scientists spend nearly 80 percent of their time scrubbing data before analyzing it. IBM is confident that this will change within five years. Real time is going to bring real meaning.

Our human lives are connected with our possessions: watches, phones, computers, appliances, thermostats… the list goes on for days. According to IBM, there are already more than 6 billion connected devices relaying data on a monthly basis — we are truly living in a matrix. Through this digitization of the physical world, macroscope technology will reveal insights on the fundamental issues that affect every single one of us living on earth.

In theory, algorithms and software will soon aggregate, organize, and analyze data on anything we choose, including soil, water, food and even space. And yes, this data will be searchable by all, likely from your phone — if those still exist in five years.

Medical Labs on a Chip

In five years, wearable technology will determine when a person should see a doctor. The guesswork of being human will slowly vanish as nanotechnology advances. With the use of hyper imaging, computer chips will see (read) bodily signs and fluids that are invisible to the naked eye. The way IBM puts it, “The goal is to shrink down, to a single silicon chip, all of the processes necessary to analyze a disease that would normally be carried out in a full-scale biochemistry lab.” Take a minute to visualize that — an entire lab fitting into a silicone chip.

In five years, you and I will have access to handheld devices that can read biomarkers — thousands of times smaller than a human hair — while sending it to a secure cloud without lifting a finger. In combination with other real-time data from devices such as a sleep monitor or fitness watch, AI software can quickly analyze an individual’s health for immediate detection of problems. But will this be fast enough to fill our insatious appetite for immediate satisfaction?

Think about this technology as a liquid biopsy. It’s goal, to revolutionize the traditional tissue biopsy, making it more comfortable, accessible and convenient. Large populations may soon have the ability to detect disease before it even forms. That is, if your healthcare is generous enough to cover it — did we just go there?

Speed of Light Pollution Detection

Most pollutants are invisible to the human eye; unfortunately their devastating effects are not. Methane — the primary component of natural gas — is said to be the second largest contributor to atmospheric warming — yes this is a real ‘thing’ outside of China. In the U.S. alone, emissions from the industrial oil and gas sector account for the largest source of methane output into the atmosphere. The EPA estimates that natural gas systems leaked more than nine million metric tons of methane into the atmosphere in 2014 alone — a number so large that it’s incomprehensible.

In five years affordable sensors will line natural gas pipelines, wells and storage facilities; monitoring for any signs of a leak. The detection process will soon take minutes rather than weeks, drastically decreasing the overall environmental impact. IBM predicts that this sensor technology will do more than detection, it will also reveal the path that harmful gas travels before entering the atmosphere.

Maybe the environment isn’t your first priority, but let’s talk about how sensors can enhance your personal life in five years. This real-time sensor detection process can work on your breath as well; diagnosing respiratory disease will likely become a quick and convenient process. The days of expensive and invasive respiratory testing will soon be behind us.

Does all of this technology have your head spinning? If IBM’s predictions are accurate — their track record being  pretty darn good — the next five years will reveal scientific tools that enhance the way humans live and interact. The invisible world will become clearly visible, opening the door to breakthroughs in health, medicine, and the environment. Maybe then the validity of so many accusations wouldn’t require years of discussion. In five short years these five innovations just might become ordinary.

We happen to have a few predictions of our own when it comes to Technology and human interaction; let us show you what we are working on here at Designing North Studios.

2017: Out with the Old and In with the Why

 

Some ideas are worth revisiting.

At the beginning of every new year, we all love the idea of a clean slate; starting brand new. Reinvention, exhilarated innovation, new message, new mantra, new you! Hmm. The design world is constantly evolving to solve an array of seemingly new problems — some are new, but honestly, most are the same old same old. Our head of technology always likes to say “There are no new problems, just new solutions.” And like many other design-thinkers who manage to stay ahead of their time with the ideas, discoveries, and theories; Simon Sinek’s “The Golden Circle” theory hailed earlier mid-decade seems to have reason to sparkle again. As a theory it is by no means bulletproof (or new), but as a brand building exercise this concept could prove useful for many of today’s companies. With 2017 underway, Simon’s concept is quickly resurfacing as a strong tool to answer many of the challenges that current brands face when connecting with their more values-driven, authentic-seeking, transparency-embracing customers — or – let’s just call them what they are; millennials. How to connect with a new generation is not a new problem, and this generation might not even need a new solution.

The Why

At the core of every action we take lies a reason to why we took that action. Similarly, brands that experience long-term success understand why they were capable of such success. When relating this thinking to a business — big or small — it’s easy to neglect the ‘WHY’ and focus on the ‘WHAT’. The Golden Circle reinforces that brands, companies and people alike should focus on why they do what they do as the foundation of their business. In other words, communicating from the inside out rather than the outside in, presents the opportunity to connect with individuals on a much more personal level. Here at Designing North Studios, we predict that this simple concept will play a large role in how successful both young and experienced brands will be in 2017. As the Designing North Studios brand mantra says, ‘It’s not a location, it’s a mindset” — our mindset is our WHY; our fundamental reason for doing what we do.

Here’s an interesting way to demonstrate the importance of operating from the inside out on a personal level. Think about the job interviews of your past and try to remember how each one played out. Chances are good that you don’t remember the majority of them since they didn’t connect with you emotionally. Each one likely began with a ‘what’ formatted question and didn’t excite a response that tapped into your creativity or emotion. Now imagine if every interview began like this: Why do you do this profession and why are you here today? It’s transparent that you could relay your core message much sooner and with much less words; The Golden Circle drives this point home. As soon as the ‘why’ becomes more than an income or sales driver, a true purpose can be identified; your brand’s purpose for being.

The How

From the core of The Golden Circle we move outward one layer which represents the ‘HOW’. Still less obvious than what a brand does, how they do it reveals their differentiation amongst the competition. When a brand can accurately and consistently identify how they do what they do, they will likely be able to replicate and further strengthen the how factor. As 2016 has foreshadowed, the coming year will challenge brands to transform the ‘how’ into visual content that’s strategically created with purpose (reflecting the why factor) and uniquely shared across social media channels. Simply ‘knowing’ how a brand creates value isn’t personal enough for individuals to form a lasting connection. It needs to be experienced. This is why content truly is king and will continue to be the foundation of personal and professional bonds between brands and real people; not just those termed consumers. The ‘how’, or value proposition, is still just as important as ever but will require a bit more creativity to convey and bring to life in 2017.

The What

The outside of the Golden Circle is comprised of the ‘what’ layer and refers to a brand’s or individual’s ability to communicate what they do. Of the three layers it’s the easiest to identify which is why brands commonly rely on it to define their business. Unfortunately the best things in life don’t come easy – but you already know this. As history has shown us, there once was a time when answering a simple question – what do you do? – was enough to connect with like-minded consumers and possibly spark a person’s interest, enough so to draw them to your brand. We believe those days are gone. With technology we see innovation, and with innovation we see change which is why the ‘what’ no longer suffices as a credible factor for brands to be accepted as a part of one’s life. Now, more than ever, human beings need more than ‘what’ to make a purchase, they want to personally connect with the ‘why’.

How is it that only a few brands have achieved unthinkable success when the vast majority remain average given the same resources? How is it that an even playing field can appear to be so one-sided? The explanation may lie in the ability to create value from the inside out rather than the outside in. The Golden Circle could play an integral role in revisiting, reinventing, and rethinking the success of both current and new brands in 2017.

Designing North Studios’ strategiests and designers know a good theory and when to revive it.

When you are ready to take a look at your brand from the inside out, get in touch.

By Any Other Name a Rose

They say that April showers bring May flowers, but in California these days it tends to be aqueducts or aquifers making buds bloom. Rain or no rain, the extraordinary show of Mother Nature in springtime is a feast for the senses.

What on Earth (pun intended) does this have to do with digital marketing and the realm of social media? This time of year is all about life. Of living things. And believe or not, this is precisely the metaphor you should use when thinking of your digital marketing strategy.

I’ve consulted with a number of businesses, nearly all of which have had the erroneous conception that once the new website/Facebook Page/Instagram Profile/YELP Profile/Pinterest Page/YouTube Channel/etc. has been launched, they can let out a collective sigh of relief and scratch those items off their to-do lists…and their budgets. Misleading ads promise instant website traffic and fans…the if we build it, they will come marketing strategy. People are lured into the dream that launch is synonymous with instant traffic and commercial success. I’m afraid I’m here to pop that bubble. This misconception is a little like planting a rose bush not being entirely sure that this particular variety will even thrive in this climate, then sitting back and waiting for the glorious blooms to appear…no soil prep, no fertilizer, no water, no pruning.

Like planting a rose bush in your garden, your digital presence must be well thought out and nurtured.

So how do we get our green thumb on?

Establish Goals.

Think of this as the time you spend turning over the earth before planting, researching the best soil amendments and fertilizers, and ensuring that even if that gorgeous rose in the photograph is the one you want, you won’t choose it if it can’t survive in your climatic zone.

If you’re thinking about diving in with a new website, or a massive overhaul (from that site your nephew built for you in the 90’s), you’ll need to ask yourself some questions:

Turning Over the Soil or Why am I Doing This?

  • If your answer is to look modern and relevant, that’s okay. I mean let’s face it, if you went to Apple’s website and it was slow and clunky with teeny tiny Times Roman fonts and oodles of text with a few gritty graphics, you might think twice about buying an iPhone.
  • Ease-of-use is also a good reason for an upgrade – the digital world has changed dramatically in the last five years. When was the last time you wanted a product SO badly that you actually had the patience to put-up with a slow, unresponsive website all the way to completion of the sale?
  • To start selling products online: Great! If you’re currently a bricks-and-mortar outfit and want to expand to selling your goods and services online, let’s go. But – if you currently have no or limited digital presence, or very limited bricks-and-mortar presence, or no presence at all, you need to understand that you will need time to build your brand, and therefore your sales. Just as that rose rootstock must grow, sprout leaves, produce buds, and finally bloom, so too must your digital presence move through its growth stages.
  • To establish oneself as a thought leader: Perhaps you’re a consultant who wants a website to gather new clients, or a non-profit seeking new donors. A new or updated website might be a great way to help people find you. Bear in mind that to establish yourself as a leader, you’ll need to prove it…or better yet have others prove it through testimonials and/or links to your superlative content.

Amendments and Fertilizers or Determining the Best Channels for Me

  • People get really excited about various social media platforms. As with fertilizers and soil amendments, you don’t necessarily want to throw all of them at your rose bush. Typically, you want your social channels to drive some kind of conversion. I say typically because some are better at driving conversions, and some are better at creating brand awareness, so don’t lose sight of your goals here. For example, I recently had a client who was very excited about SmugMug – she loved its layout and ease of use. They’ve made some recent upgrades that make it a lovely platform for displaying photos of your products, but unlike Pinterest, it doesn’t allow for a direct link on the photo back to the product page on your website. In addition, Pinterest has far more users, and its demographic is hugely canted to women in the client’s age range. If you have limited time and budget resources, why expend efforts on both platforms?

The Right Climatic Zone or Consider Time and Budgetary Constraints

  • Remember you need to think of your digital presence as a living organism requiring careful tending. Google’s search algorithm thinks this same way. It’s looking for websites that have fresh content. And like a spectacular bloom, it’s also looking for sites that people are oohing and aahing about. The more people who are clicking through from Facebook to your page featuring that fabulous blog post you just wrote, or from YouTube to your website because they couldn’t believe how cool your product looked/worked in action, the greater authority and relevance Google will give you in organic searches.
    • Don’t think for a minute that people will gravitate to your website without you feeding it.
    • Select social channels that will help you achieve your answer to Turning Over the Soil or Why am I Doing This above.
    • As you develop your overall digital plan, write a first draft digital marketing calendar…think of it as your gardening strategy…water daily, fertilize monthly, clip weekly…
      • What kind of content and themes are you going to promote at given times of the year?
      • What human and monetary resources will you need to bring these goals to fruition?
        • Are they available to you? If not, either negotiate for more staff/hours/dollars, or rework your plan.
    • Figure out the best feeding time or Aim at Consistency – perhaps you dedicate a day’s posts to education about your industry, another day’s posts to freaky facts about your business, another day to something funny. People tend to engage when you’re engaging them by educating them, making them laugh, or making them cry.
    • Don’t over water – actual selling or call-to-action posts should be about 1 in 7 (different experts have different opinions on this, so experiment with your fans). An overwatered rose looks sickly and dies…just about the way you feel when someone is constantly badgering you to buy or do something. Earn their trust and friendship first.

Prune Dead Heads

  • Don’t be afraid to trim something that’s not working or that’s run its course.
  • If you thought that Instagram was going to be the greatest thing since sliced bread for getting your widget out there, but have since found that despite your best efforts no one really cares about ball-bearings in Instagram’s key demographic of 15-24, scrap it and focus your efforts on channels where your prospective buyer’s hang-out. Effective digital marketing is an iterative process.

Clearly, these are just a few tips to stimulate your thinking when developing your digital marketing strategy. The key take-away is that like a beautiful rose, those coveted websites and admirable social presences are the result of careful planning, tending, and care.

Good Luck and Happy Gardening!

Julie Farrell is a reformed engineer and head of marketing & social at Designing North Studios. Intensely curious, she’s worked with lasers and missiles, bungee-jumped in New Zealand, crawled under Egypt’s pyramids, and been lifted in an elephant’s trunk. She dreams of one day writing a great American novel. Connect with Julie on Twitter or LinkedIn.
 

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Creative Inspiration – Something to Chew On

This is an extraordinary time to be a creative person. To survive as an artist in the Middle Ages or during the Renaissance, you needed to have a sponsor, a patron – perhaps a pope, a Medici, or a Holy Roman Emperor. Today, photographers hawk their compositions on any number of stock photography websites; writers can create their own blogs for a fistful of dollars, augmenting their income with freelance posts; and digital designers can create clever website designs as independent contractors. A creative type can effectively create his or her own marketplace.

DN-Lightbulb-photopack-217_1024Yet the strain to satisfy the insatiable beasts that are content marketing and competitive creativity can sometimes be overwhelming. The Information Age is just that: an age that is exploding with information. At times the glut of information bombarding one’s senses either drives the creative person into an entirely catatonic state or catapults him or her into a state of utter pandemonium – numb or crazed – take your pick. Either way, creative output is essentially paralyzed.

All of us sometimes become trapped in creative morass, so we thought we would share some of our favorite ways to break free and get into the creative zone.

We’d love to hear what yours are too.

Chris Mohler – Creative Director

  • Taking a long drive
  • Blasting music
  • Taking a walk on the beach

Andra Gheorghe – Designer

  • Anticipating an upcoming vacation frees my creative spirit + a Nespresso coffee with milk and sugar

Paul Gergely – Product Designer

  • I’m inspired when I’m around people who are great at their craft (doesn’t have to be designers or people in tech – just people who are great at what they do)
  • Early mornings at the office or my local coffee place – just getting some place where there are few distractions – where I can “get lost in my head”

Dolfin Leung-Melville – Marketing Director

  • Browsing through photos/designs/layouts/from print or online materials for inspiration
  • Searching with keywords online
  • Riffling through a stack of magazines to see what jumps out at me
  • Clearing my head with long walks with my dogs

Madalin Slaniceanu – Designer

  • Listening to music and chilling out

V:shal Kanwar – Creative Director

  • Ambient sound drives my creative energy – the right music can help emote the right visuals for a particular project, and the wrong background humming (static sounds, buzzing, people having annoying conversations) can really throw off my chances for finding that moment of design epiphany.

Julie Farrell – Head of Marketing

  • Nature first and foremost – long walks in the sticks or long bike rides through wine country where I live
  • Reading, learning, traveling – sounds corny, but learning or experiencing something that’s tangential to what I’m doing at work often shines a new perspective on a creative topic/problem

Me – Lisa Peacock – Managing and Executive Creative Director

  • Doing anything away from my computer: showering, gardening, motorcycle riding, cleaning house, working out, decorating the house
  • Riffing about a specific creative goal itself with other smart people
  • Sitting quietly alone with something that has moved past a blank canvas
How about you? What gets your creative juices flowing? Tell us!

Marketing Plan Template for Tech Startups

Early stage tech startups are primarily driven by engineers who believe in one or several of the following statements:

  • We are making the world a better place
  • We are disrupting a stagnant industry
  • We have a solution to a prevalent problem

When you are deep in the weeds of developing a new tech product it may be hard to objectively evaluate the chances of your innovation to succeed in the marketplace. I’ve spent the past four years soaking up the San Francisco startup culture. Several of my friends, classmates from Stanford GSB and former colleagues have joined or funded startups. The million dollar question: “What’s the next hot tech company?” comes up at virtually every happy hour and every dinner. Being a geek at heart and marketer by passion, I’m spending my time at the intersection of technology and business thinking about how to turn an innovative product into commercial success story. Although a universal formula for creating the next game changing company like Uber, Dropbox or Netflix does not exist, the most successful tech companies have one thing in common. They are investing as strongly in product marketing as they are in the product development.

Innovation cannot happen in the vacuum, especially not in the highly competitive markets of today. The key to surviving and thriving as a tech leader is to constantly re-win your customers’ business by delivering real value. And how do you know that your product is set up for success in the marketplace? In order to answer this question I’ve looked at a number of hottest tech startups as well as well established companies to distill the critical elements of their marketing strategies. I synthesized the results of my analysis into a sixteen steps’ marketing plan checklist. Each step is explained threefold:

  • Definition of the business term that is the theme of the discussed step
  • Example of how a successful company implemented the step
  • Insights from my work as business consultant and product marketer

“Marketing Plan Template for Tech Companies” is a framework for you to:

  • Get to know your customers and your competitors
  • Learn how to quantify your product’s value and how to communicate it
  • Define realistic business objectives and strategies to achieve them

My marketing plan template features lessons learned from  some of today’s hottest Silicon Valley companies. Let these great brands inspire your own success:
TeslaNetflixDropboxGoogleTheranosDocuSignMarketoBreatherSuseWalgreensLyftRiverbedNokiaUberCiscoTrunk Club and Salesforce.

I hope you’ll find my marketing plan useful. I look forward to your comments and suggestions!

Justyna Bak is a marketing strategist and an engineer so naturally her passion is to help fantastic tech products succeed in the marketplace. Her marketing experience ranges from mobile networks and devices at Nokia, data center and cloud at Cisco, to user experience monitoring and optimization at Riverbed Technology. Connect with Justyna on LinkedIn and check out her TechSurprises blog.

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