how to design stuff that matters fast - dev week 2014
DESCRIPTION
Too much time is wasted creating that big design upfront, only to find that users don't like what you have built once it has been released. Today, we are in danger of not only over-designing, but also designing solutions to the wrong problems. In this workshop, Chen will demonstrate how to experiment with rapid design techniques to ensure design solutions for the right business problems are delivered to the right target audiences rapidly and continuously. He will show how to create design solutions fast, as a team, and how to work with a client to get products that really matter out into market early. Good design involves elegantly solving problems despite the constraints. More often than not, time is one of those constraints. In this workshop you will be forced to think and act quickly, exploring how to quickly work as a team to address a real-world problem; rapidly analysing customer, industry and business trends, behaviours and needs to validate ideas; and learning how to apply the latest design thinking, Lean Startup, Lean UX and agile methodologies, to bring your prototype to life and ensure it is as useful as it can possibly be.TRANSCRIPT
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#UX #Design @Ultraman
How to design stuff that matters, fast!
Eewei Chen @ultraman #UX #Design
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#UX #Design @Ultraman
11:00 - 11:30
13:00 - 14:00
15:30 - 16:00
17:30
Before we start...
Coffee Break
Lunch
Coffee Break
Finish
Wifi: DevWeek2014
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#UX #Design @Ultraman
1994
Eewei Chen @Ultraman
Design happinessPresent
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#UX #Design @Ultraman
Stay connected
ANYTIME
SKY+
SKY GO
EPG
MOBILE WEB
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#UX #Design @Ultraman
Why design fast?
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Why design fast?
no longer exist
no one can live without
Stay alive
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#UX #Design @Ultraman
Why design fast?
How will they stay alive?
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#UX #Design @Ultraman 8
no longer exist
Improve early
Problem- Findability and Usefulness of info
Why design fast?
Solution+ Simplified and Personalised
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#UX #Design @Ultraman
http://www.netpaths.net/blog/design-dividend-payback/
Increase value
Why design fast?
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#UX #Design @Ultraman
Is there a secret formula?
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Is there a secret formula?
• Domain Research• Trend & Market Insight• Data Analysis• Competitor Benchmarking• Persona Creation • Requirements Gathering• Value Mapping• Business Model Generation • Strategy & Value Prop• etc...
• Lean Startup, Lean UX, UCD• Scenarios & Use Cases• Sketching• Mental Model• Interaction Design• Visual Design• Storyboarding• Technology Spiking• Rapid Prototyping• Usability Testing• Iterative Design• etc...
Optimisation
Agile delivery
Lean startup
Design thinking
Uncertainty Focus
• Roadmap & User Story Creation• Dev Integration & Support• Continuous Agile, Lean UX Design• Wireframes to Experience Maps• Entity Relationship Maps• Interaction Models & UI Patterns• Prototype to Live Code Evolution• Site Map & Page Types• Information Hierarchy & Page Layout• Design Style Guide, Mockups & Assets• Brand Guidelines & Principles• Presentations & Information Radiators• Co-location & Design Studio Flex• Usability Testing & Recommendations• Post-Launch Support & Testing• etc...
Yes, but not much time
today!
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#UX #Design @Ultraman
Form Teams
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Product Word Match
15 mins
1. word + word = Product Name2. What problem are you solving?3. Who is it for?4. Why will it work?5. How will you make money?
30 sec pitch
Icebreaker
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#UX #Design @Ultraman
The Challenge
Analyse the data
Solve the right problem
Make a connection
Define success
Present early thinking
Agenda
Physical vs Digital
Prototype
Embrace chaos
Business Model
Presentation Prep
Pitch Ideas!
✓ Why design fast?
✓ Is there a secret formula?
✓ Form teams
1 2
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#UX #Design @Ultraman
The Challenge
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
• Self-service
• Customization• Personalization
• Anytime, anywhere
• Location awareness
People’s expectations are changing
People are changing
• Diversity of interests
• Generational differences• Reliance on technology
• Communication
• Mobility
The challenge Absorb this
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#UX #Design @Ultraman
• Digitally-connected customers
• Membership and community• Shared ownership: space, stuff, and skill
• Social culture
• Co-creation
How people interact with each other is changing
• Participation
• Crowd-fund• Crowd-source
• Networks and partnerships
• STEAM
How people interact with brands & institutions is changing
The challenge Absorb this
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#UX #Design @Ultraman
The challenge
*Facebook poll
TextText
Comedy Action
SportForeign
Happy
Sad
Inspired...
Not in the mood
Too much choiceNo Time
Didn’t know
Which device?
Absorb this
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#UX #Design @Ultraman
The challenge
Create a connected digital experience that better entertains people
where they want, when they want,
on any device they want.
Television 2.0
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#UX #Design @Ultraman
The challenge
Steve Jobs
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#UX #Design @Ultraman
culture
commute
conference
home
shop
holiday
work
play
exercise
family
friends
dine
sport
hobby
school
sleep
relax
colleagues
The challenge
Digital2D
Physical3D
Time4D
ConnectedUX
More connected the better?
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#UX #Design @Ultraman
Take a deep breath...
Work fast
No right or wrong
Be positive
Works as a team
Breadth not Depth
Have fun
Small screenLimited input
ControllersPerformanceBattery-life
Voice activationLocation-aware
TouchGestures
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#UX #Design @Ultraman
Analyse the data
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Analyse the data
Discuss...
How can analysing data help?
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#UX #Design @Ultraman
Improve business KPIs
Analyse the data
We’re losing 10% of customers monthly. Help services need to be more:
• Useful
• Accurate
• Easy to get to
We need to increase our current 32% conversion rate to 50% with:
• Smarter upgrades
• Timely renewal offers
• Better personalisation
We need to raise new customers acquisition from 100K to 200K pa using:
• New brand values
• Innovative features
• Better marketing
Attract Increase Retain
Copyright 101DesignIngredients.com
Which KPI to focus on?
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#UX #Design @Ultraman
Align device experiences
Analyse the data
• 55% of Europeans prefer Android phones, 23% prefer iPhones• 80% of tablet use is at home: tablet users spend more online than smartphone users• 26% use tablets daily 1 to 4 hrs, 7% more than 5 hrs per day• Primary device is smartphone (77%), but tablets rising from 12% (2012) to 23% (2013)
http://www.digitalstrategyconsulting.com/intelligence/2013/08/mobile_usage_trends_80_of_tablet_use_happens_at_home.php
What on which device?
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#UX #Design @Ultraman
Focus on target demographic
Analyse the data Which age group?
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#UX #Design @Ultraman
Solve the right problem
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Who is it for?
Solve the right problem
Identity Motivation
Explorer Personal curiosity, experience something new
Samaritan Does something on someone else’s behalf
Achiever Looking to satisfy specific interests or goals
Recognition Seeker Reputation / status of place or brand
Recharger Restoration, contemplation
Identifier Personal relation to subject / experience / brand
Now that you’ve analysed the data...
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#UX #Design @Ultraman
What’s the problem?
Who is it for?
I like going to places and events I see in movies like shops and restaurants.
My husband and I used to go on movies dates. I miss having time, just for the two of us.
It’s hard finding things to watch as a family so we end up watching what the kids want.
AnnIdentifier
JeffRecognition seeker
I love playing games, especially if there is a prize, but it needs to be challenging.
I voice my opinion on blog sites and like to hear what others think about hot topics.
I do a lot of research but can’t always find info on a new film or unusual director.
I try things out first then tell others about it so they know what’s good or bad.
My friends look to me for inspiration, so I end up organising meet ups.
We discuss movies we like but keeping up-to-date with everyone takes a lot of time.
AlistairExplorer
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#UX #Design @Ultraman
Which opportunities?
Mobile advertising
Connected multi-device synching
sentiment analysis (Data)
Mobile payments
Social TV
What’s the problem?
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#UX #Design @Ultraman
Which trends?
Point & Know(the matrix)
Crowd sourcing(right advice)
DIY Health(well being)
Second screen(multi task/context)
Gamification(beat the competition)
Status Skills(learn/improve)
Brand me(social good)
What’s the problem?
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#UX #Design @Ultraman
Triggers
Failed trigger
Target Behaviour Trigger
Core Motivators• Pleasure / Pain• Hope / Fear• Acceptance / Rejection
HIGHMOTIVATION
LOWMOTIVATION
LOWABILITY
HIGHABILITY
Facilitatore.g. Sharing knowledge on social network sites (pleasure)
Simplicity Factors• Time• Money• Physical Effort• Brain Cycles• Social Deviance• Non-Routine
Signale.g. Personalised notification settings (hope/time)
Sparke.g. Leader board (social deviance)
Make a connectionhttp://www.behaviormodel.org/
BJ Fogg
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#UX #Design @Ultraman
Coffee Break
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Prove it
http://www.youtube.com/watch?v=b240PGCMwV0
Validating ideas is not a new concept...
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#UX #Design @Ultraman
Validate (Lean Startup + Agile)
•Guess•Consequence•ExperimentCornell U, 1964
•Assumption•Validate•MVPSeptember 2011
Richard Fenyman Eric Ries
Validating ideas is not a new concept...
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#UX #Design @Ultraman
Nordstrom iPad app prototype
https://www.youtube.com/watch?v=szr0ezLyQHY
In the wild...
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#UX #Design @Ultraman
Make a connection
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Make a connection
Personas represent a target audience with similar needs.
They help to create customer:
• Behaviours• Needs & goals• Barriers• Features (output)• Scenarios / use cases
Why do we need personas?
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#UX #Design @Ultraman
Details
Behaviours
★ Loves playing games★ ...★ ...
Needs & Goals
• Share movie knowledge to show off
• ...• ...
Barriers
• No one to compete with• ...• ...
Output
• Leader board• ...• ...
“I helps me to stay no.1”
“I couldn’t ... before.”
Time poor Time rich
Summary
“It’s so ... now”
SpecificGeneric
SocialAnti-social
Lean forwardSit back
JeffRecognition seeker
• 34 & single by choice• front-end developer (£55K)• Gadget crazy, foodie
Create your persona
Make a connection
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#UX #Design @Ultraman
Define success
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Output
Delivered featuree.g. leader board (gamification)
Outcome
Immediate change by an output.e.g. Increase repeat visits by 15%
Impact
Larger change over time (KPI)e.g. Increase mobile ad impressions by 10%
Output, outcome, impact
Define success
Jeff Gothelf
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#UX #Design @Ultraman
Define outputs
Outcome
Behaviours
ImpactBarrier
Needs & Goals
30 mins
OutputsMarketingFriend’s shared TV shows on Facebook
Loves playing games
Wants to share movie knowledge to show off
Leader board(trigger)
No one to compete with
Make a connection
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#UX #Design @Ultraman
Output, outcome, impact
Outputs
Outcome
Behaviours
ImpactBarrier
Marketing
Needs & Goals
15 mins
Friend’s shared TV shows on Facebook
Loves playing games
Wants to share TV knowledge with friends
Leader board(trigger)
No one to compete with
Increase repeat visit rate by 15%
Increase mobile Ad impressions by 10%
Define success
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#UX #Design @Ultraman
ROI*
Business ImpactUser ImpactEffort
1 - low2 - Medium3 - High
15 mins
High Impact
High Effort
Quick Wins
Remove Innovate
TBD
Low Impact
Low Effort
Emotion detector
Mobile ad system
iOS7 revamp
* Based on relative Business & Customer impact
Define success
Leader board
Prioritise outputs
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#UX #Design @Ultraman
Define success 15 mins
Easy to use
Relevant
Hard to use
Irrelevant
More fun?
Inaccurate suggestions
Too Obvious
Expensive package
Information overload
Beat the competition
???
Old movies
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#UX #Design @Ultraman
Define success
Product statement / Marketing message
15 mins
For Jeff the experience seeker who wants to be recognised for his knowledge, “ReelSide” is an App that lets him watch the latest films, but unlike other entertainment apps , “Reelside” let’s him compete against other movie geeks to win exclusive viewing privileges
“Compete to watch films first”
Strapline
Dave Gray
http://www.gogamestorm.com
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#UX #Design @Ultraman
Present early thinking
Copyright 101DesignIngredients.com
15 mins
• Pick a spokes person
• Elevator pitch
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#UX #Design @Ultraman
Lunch
Copyright 101DesignIngredients.com
40 mins
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#UX #Design @Ultraman
✓ The Challenge
✓ Analyse the data
✓ Solve the right problem
✓ Make a connection
✓ Define success
✓ Present early thinking
Agenda
Physical vs Digital
Prototype
Embrace chaos
Business Model
Presentation Prep
Pitch Ideas!
✓ Why design fast?
✓ Is there a secret formula?
✓ Form teams
1 2
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#UX #Design @Ultraman
Sticky Whispers
15 mins
1. Think of a lyric or quote2. Write it on a post it3. Cover it with a blank post-it4. Pass on5. Look at covered post-it6. Draw on blank post-it7. Cover it with a blank post-it8. Pass on9. Repeat, alternate between text and drawing
Icebreaker
text
pic
text
pic
No talking!
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#UX #Design @Ultraman
Details
Behaviours
★ Loves playing games★ ...★ ...
Needs & Goals
• Share movie knowledge to show off
• ...• ...
Barriers
• No one to compete with• ...• ...
Output
• Leader board• ...• ...
“I helps me to stay no.1”
“I couldn’t ... before.”
Time poor Time rich
Summary
“It’s so ... now”
SpecificGeneric
SocialAnti-social
Lean forwardSit back
JeffRecognition seeker
• 34 & single by choice• front-end developer (£55K)• Gadget crazy, foodie
Create your persona
Make a connection
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#UX #Design @Ultraman
15 minsDefine success
Details
Behaviours Needs & Goals
Barriers Output
Time poor Time rich
Summary
SpecificGeneric
SocialAnti-social
Lean forwardSit back
Create your persona
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#UX #Design @Ultraman
Physical vs Digital
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Physical vs Digital
Physical to Digital
Digital OnlyReplacement for the physical
Digital Overlaydigital information layer
Physical Computingphysical and digital interact
Digital Gatewayuse digital to gain access to physical
Physical Onlypurely physical experience
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#UX #Design @Ultraman
Physical vs Digital
Engagement
PassiveViewing
Activeinteracting alone
InteractiveInteracting with others
CreativeCreating alone
Low engagement High engagement
Co-CreativeCreating with others
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#UX #Design @Ultraman
Physical vs Digital
Opportunity Map
PassiveViewing
Activeinteracting alone
InteractiveInteracting with others
CreativeCreating alone
Low engagement High engagement
Co-CreativeCreating with others
Digital OnlyReplacement for the physical
Digital Overlaydigital information layer
Physical Computingphysical and digital interact
Digital Gatewayuse digital to gain access to physical
Physical Onlypurely physical experience
Elliot Felix
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#UX #Design @Ultraman
Physical vs Digital
Write out core activities
15 mins
Common activities when looking for something to watch.
Entice Enter Engage Exit Extend
Hear about a good movie
Get reminder notification
Receive special offer
...
...
Launch app
Sign-in / Register
...
...
Browse genres
Add to watch list
Watch movie
...
...
Rate movie
Share movie
Review related movies
...
...
Social network
Subscribe / upgrade
View trailers
...
...
Browse latest movies
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#UX #Design @Ultraman
Physical vs Digital
Map out expected core experience
30 mins
1. Reflect on what, how, when & where experiences happen.
2. Write more accurate activities on a post-it and plot them on your opportunity map.
3. Make a note of missing opportunities?
23
Hear about a good movie
Read about a good movie on Facebook using my iphone on the train to work
Quick review!
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#UX #Design @Ultraman
Physical vs Digital
Map out New & Improved experience
30 mins
Brainstorm and document new activities or experiences that could fill in the opportunity spaces.
You could also think of ways to modify and improve existing activities/experiences.
Get location based movie recommendations on my smart watch as I walk home.What, how, when &
where...
Quick review!
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#UX #Design @Ultraman
ROI*
Business ImpactUser ImpactEffort
1 - low2 - Medium3 - High
15 mins
High Impact
High Effort
Quick Wins
Remove Innovate**
TBD
Low Impact
Low Effort
* Based on relative Business & Customer impact ** Also includes platform or processes that enable innovation
Physical vs Digital
Read about a good movie on Facebook using my iphone on the train to work
Get location based movie recommendations on my smart watch as I walk home.
Quick review!
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#UX #Design @Ultraman
Physical vs Digital
Join up ideal activities
take individual activities and experiences and...
Think about the relationship to each other, the spaces, the devices and interactions in context over time
Physical
Digital
Time
Expected/current experienceNew, improved (“filling in gaps”)
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9. Get location based movie recommendations on walk home (Smart watch, street)
Entice Enter Engage Exit Extend
#UX #Design @Ultraman
Prototype
People, spaces and activities
30 mins
4. Browse genres (iPhone, train)
6. Start watching movie at lunch time (laptop/office)
7. Rate movie after finishing it to move up the leader board on the train home (iPad)
8. Share movie whilst waiting for coffee (Google glass, cafe)
2. Launch app (iPhone, train)
3. Sign-in / Register (iPhone, train)
1. Read about a movie on the train platform to work (newspaper)
5. Add to “Watch list” (iPhone/train)
Digital
Physical
time
Waiting for train Train to work Train home / cafeTrain / Work Walking home
Pure Web
Web AppWrapped Web
Hybrid Native
Play, pause, resumeHolistic engagementMulti-device
Plot the happy path
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#UX #Design @Ultraman
Coffee Break
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Prototype
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Prototype
Things to remember...
Physical vs Digital
Triggers
Continuous connection
Persona
Engagement
DeviceTrends Data
Competition
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#UX #Design @Ultraman
Prototype
Concept creation
1
23
45 6
1 2 3 4
5 6 7 8
Note down:
• Physical vs Digital: Activities, Spaces• Devices: Tech / Tools, People / Services• 5 Es: Entice, Enter, Engage, Exit, Extend• Engagement: Alone or with others?
2. Launch app (iPhone, train)
3. Sign-in / Register (iPhone, train)
2. Launch app and sign-in/register (iPhone, train)
=
Group multiple outputs into 1 design & sketch!
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#UX #Design @Ultraman
Prototype
Concept testing in your team
20 mins
• Form pairs• Each Sketch 8 up - 5mins• Pitch to each other - 2 mins• Pair critique - 2 mins
Detail
USP
Key interactions
Data/KPIs
Trends/Opps
• Individually absorb feedback• 2-3 ways it solves problem• 1-2 ways for improvement• Each Sketch 1 up - 5mins• Pitch to your group - 5 mins• Group critique - 5 mins• Agree changes as a group
10 mins
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#UX #Design @Ultraman
Physical vs Digital
Storyboard group’s agreed experience
Digital
Physical
timeAt home Commute CommuteAt work At gym
Entice Enter Engage Exit Extend
10 mins
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#UX #Design @Ultraman
Quick practice pitch
5 mins
• Connected experience
• 8 up
• 1 in-depth sketch
• Pick a spokes person
• Practice pitch
Physical vs Digital
Trend/Opp
Device
Persona
Problem
Solution
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#UX #Design @Ultraman
Embrace chaos
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Embrace chaos
Challenge your ideas
“Whenever we propose a solution to a
problem, we ought to try as hard as we can to
overthrow our solution, rather than defend it.”
- Karl Popper, philosopher
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#UX #Design @Ultraman
Embrace chaos
Pitch to investors
• Pick a spokes person
• 3 minutes to present concept to investors.
• Other teams are investors hearing a startup pitch. They listen in silence
• NO questions can be asked
• Investor team notes down everything wrong with the concept
e.g. why it won’t work, the holes and how competitors are better
3 mins
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#UX #Design @Ultraman
Embrace chaos
Investors discuss!
• Spokesperson faces away from investors and listens in silence
• Investor team discusses feedback out loud as harshly as possible.
• Spokesperson cannot respond to questions or defend the ideas.
• Spokesperson can only take notes on what they hear.
• Spokesperson take notes back to their startup team.
3 mins
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#UX #Design @Ultraman
Embrace chaos
Active Decision Model
3 mins
Comment Ignore Remove Innovate Best practice
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#UX #Design @Ultraman
Do it again
3 mins
Trend/Opp
Device
Persona
Problem
Solution
Physical vs Digital
• Connected experience
• 8 up
• 1 in-depth sketch
• Practice pitch
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#UX #Design @Ultraman
Embrace chaos
Ritual dissent & assent
• Early concept validation
• Quickly lowers inhibitions
• Removes fat
• Generates ideas
• Team buy-in
• Ownership/investment
• Avoid premature convergence
http://cognitive-edge.com/library/methods/ritual-dissent/
Design Ritual
dissent
Active
Decision
Model
Design
(80/20)
Ritual
dissent
Active
Decision
Model
Design Ritual
Assent
Dave Snowden
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#UX #Design @Ultraman
Business Model
Copyright 101DesignIngredients.com
https://www.youtube.com/watch?v=l5Tw0PGcyN0Simon Sinek
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#UX #Design @Ultraman
Business Model
Marketing
• Acquisition: arrival from channels (social?)
• Activation: enjoy the initial visit (trial?)
• Retention: re-visit (trigger?)
• Referral: tell others (advocacy)
• Revenue: pay for services (loyalty)
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Dave McClure
Pirate metrics
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#UX #Design @Ultraman
Business Model
Reduce risk
h(p://prac/cetrumpstheory.com/2011/10/the-‐10x-‐product-‐launch/
Ash Maurya
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#UX #Design @Ultraman
Business Model
Spend vs Revenue (12 months)
30 mins
1. ProblemNo one to compete with
1. Customer SegmentsExperience seeker
2. Early adopter:Compe//ve movie fan
3. Unique Value Proposi9on
Compete to watch films first
Unfair AdvantageThe more you play, the
more you earn
2. Solu9onAutoma/c sentence analysis of tweets and
posts
3. ChannelsSmartphone
TabletSocial media
4. Key MetricsSocial network traffic %
Purchase %Upgrade %(AARRR)
3. Cost Structure (spend)Staff
PR, Social MediaRental, Equipment, Hos/ng
2. Revenue StreamsRevenue Share?Affiliate links?
Mobile adver/sing?
1. Exis3ng alterna3ves:NeWlixNow TV
Amazon Prime...
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#UX #Design @Ultraman
12
user
s (m
illio
ns)
63
0.5
1
1.5
2
Reduce market riskTipping pointSeries A funding
Main features?Marketing?Platform?
infrastructure approach?
New channels?New features?
New revenue model?(beat the competition)
Months
2.5
3
3.5
Your plan
15 mins
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#UX #Design @Ultraman
Presentation prep
Copyright 101DesignIngredients.com
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#UX #Design @Ultraman
Presentation prep
1. The problem2. Elevator pitch3. Market opportunity4. Your solution prototype5. Business model
6. Technology7. The competition8. Marketing plan9. The team10. Money / Milestones
http://www.slideshare.net/dmc500hats/10-tips-on-how-to-pitch-a-vc-fowa-london
10 investment tips
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#UX #Design @Ultraman
Presentation techniques
Presentation prep
Tell a story Role play Advertise
Product demo Usability test
30 mins
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#UX #Design @Ultraman
Pitch Ideas!
Copyright 101DesignIngredients.com
30 mins
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#UX #Design @Ultraman
Thanks!
Eric Rieswww.startuplessonslearned.com
Eewei Chenhttp://101DesignIngredients.com
Steve Blankhttp://steveblank.com/books-for-startups/
Jeff Gothelf / Josh Seidenwww.startuplessonslearned.com
Dave Grayhttp://www.gogamestorm.com/
Ash Mauryahttp://runninglean.co/
PragProgEeweiChen101(25% off code)