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Tuesday, March 15 • 12:30pm - 1:30pm
Real Tech Rockstars: Engineers or Designers?

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User interface (UI) and design are crucial to any software’s success. But, many startups ignore UI, relying fully on back end development. But UI is more than just a pretty face; it can instill consumer confidence in your startup and differentiate you from the competitors. Such was the case with leading online personal finance site Mint.com. Though founded by an algorithms engineer with expertise in the deepest technology, from the early stages of development, the Mint team designed easy to understand charts and graphical representations of people’s finances, making the previously intimidating and frustrating task of money management quick and painless. Early challenges included bringing meaning to an unknown brand in a security-sensitive industry, differentiating from the dullness and palette of banking sites while respecting the seriousness of people’s money, and creating an experience free of negative emotions often associated with budgeting and financial management. Each decision has been intentional, down to the hue of the logo (which was lightened in order appeal more strongly to female users). This dual presentation will feature Aaron Patzer, VP/GM of Intuit Personal Finance Group and Founder of Mint.com, an algorithms engineer with several patents at the core of his product who also recognizes the value that perfectly pixilated, easy-to-understand charts and graphics brought to Mint. Along with web design expert Jason Putorti and moderated by Fortune Magazine's Jessi Hempel, the presentation will discuss the value of design to both early stage startups and developed companies, how to successfully merge front end and back end development and specific design advice.
http://schedule.sxsw.com/events/event_IAP6851

Speaker
avatar for Jessi Hempel

Jessi Hempel

Sr Writer Co-chair Fortune Brainstorm TechTIME IncJessi Hempel covers technology and the Internet as a senior writer for FORTUNE. She also co-chairs FORTUNE's annual technology conference, Fortune Brainstorm Tech, and is a seasoned speaker and panel moderator.
avatar for Aaron Patzer

Aaron Patzer

VP/GM Personal Finance GroupIntuitAaron Patzer is the VP and General Manager of the Intuit Personal Finance Group, managing the Mint.com and Quicken brands. He is also both the visionary and technical mind behind Mint.com, acquired by Intuit in fall 2009. Aaron designed Mint to meet... Read More →
avatar for Jason Putorti

Jason Putorti

Co-founderVotizenJason is Votizen’s founding product designer and leads on product vision, visual design, and brand voice. Jason was the first designer hired at Mint.com in 2007 and held the leading role until Mint’s acquisition, when he became a Designer-in-Residence for Bessemer... Read More →


Tuesday March 15, 2011 12:30pm - 1:30pm CDT
Austin Convention Center, Ballroom B

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