step by step from idea to validated product design (login 2015)
TRANSCRIPT
Step by step from idea to validated product
designby Tautvydas Gylys
Shortly about me
Product design
TRUSTRIBE
UX grad
TRADECRAFTProduct manager
VINTED
BadgecraftCase
study
Fell in love with
the problem and not
a solution
Clarify idea
…and validate it along the way
Purpose of this workshop
Gain new insights for
product development
Double check if chosen solution
is right
1. New ideas 2. Existing product
Learn how to structure product creation
What to expect?
Work with your main idea!
You are the expert of your
idea!
We will work fast!
Be ready to share and give
feedback
Shall we start?
The Molecule
people
problem solution
have
addresses
use
Product name date
/ /
Product molecule
Product molecule3 min
Active people with pets
Platform to find who can take care of your pet
Hard to arrange who will take care, when you away
The Molecule
people
problem solution
have
addresses
use
Product name date
/ /
Active people with pets
Platform to find who can take care of your pet
Hard to arrange who will take care, when you away
Who will use your product?
What functionality
most important?
Why should they care?
How everything comes into one?
Why people will be ready to pay for it?
After sorting out…Who will use your product?
Why should they care?
What new will they be able to achieve?
What functionality needed?
How everything comes into one?
Users
Needs
Use cases
Features
Product
Lean UX frameworkUsers
Needs
Use cases
Features
Product
Facts Needs & Goals
Behaviors
Personadate
/ /
Persona
Persona
Facts Needs & Goals
Behaviors
Personadate
/ /
Has a cat 27 years old Project manager at Advertising agency Not married / no kids 1000 Eur/mo
Asks her friends to take care of her cat Goes abroad 2-3 times a year Feels guilt of not taking care of her cat Goes to 3 festivals during the summer
Help taking care of her cat Time to properly take care of her cat Flexibility to plan her schedule Feeling of being responsible pet owner
Ann
Lean UX frameworkUsers
Needs
Use cases
Features
Product
Facts Needs & Goals
Behaviors
Personadate
/ /
Portrait
Ann
3 min
Living place
Marital status
Facts Needs & Goals
Behaviors
Personadate
/ /
Facts
Ann
3 min
Has a cat 27 years old Project manager at Advertising agency Not married / no kids 1000 Eur/mo
Profession
Age
Describe behaviour using
verbs
How they currently solve the problems?Facts Needs & Goals
Behaviors
Personadate
/ /
Behaviour3 min
Has a cat27 years oldProject manager at Advertising agencyNot married / no kids1000 Eur/mo
What behaviour indicates your
potential clients?
Asks her friends to take care of her cat Goes abroad 2-3 times a year Feels guilt of not taking care of her cat Goes to 3 festivals during the summer
What do they want to achieve?Facts Needs & Goals
Behaviors
Personadate
/ /
Needs & Goals3 min
Has a cat27 years oldProject manager at Advertising agencyNot married / no kids1000 Eur/mo
Why people display such behaviour?Asks her friends to take care of her cat
Goes abroad 2-3 times a yearFeels guilt of not taking care of her catGoes to 3 festivals during the summer
Help taking care of her cat Time to properly take care of her cat Flexibility to plan her schedule Feeling of being responsible pet owner
You can find such people and
talk to
Feedback3 min
There are enough such
people
1. Introduce persona to each other
2. Provide feedback if…
What we have
Persona
What is our customer?
What their needs and goals?
Facts Needs & Goals
Behaviors
Personadate
/ /
Has a cat 27 years old Project manager at Advertising agency Not married / no kids 1000 Eur/mo
Asks her friends to take care of her cat Goes abroad 2-3 times a year Feels guilt of not taking care of her cat Goes to 3 festivals during the summer
Help taking care of her cat Time to properly take care of her cat Flexibility to plan her schedule Feeling of being responsible pet owner
Ann
What value proposition resonates the most for our potential clients?
Use casesWith _________________ , _________________ can...
Value Proposition 6-up Sketchesdate
/ /
‘Pet nanny' Ann
Plan who will take when she is away
Schedule days when someone will take care of her cat
On demand pet caretaker
Ability to identify the best pet caretakers
Take care of others pets in exchange of having your pet taking
care ofOn demand vet service
Lean UX frameworkUsers
Needs
Use cases
Features
Product
Use casesWith _________________ , _________________ can...
Value Proposition 6-up Sketchesdate
/ /
‘Pet nanny' Ann
Plan who will take when she is away
Schedule days when someone will take care of her cat
On demand pet caretaker
Ability to identify the best pet caretakers
Take care of others pets in exchange of having your pet taking
care ofOn demand vet service
3 min
Feedback
With _________________ , _________________ can...
Value Proposition 6-up Sketchesdate
/ /
‘Pet nanny' Ann
Plan who will take when she is awaySchedule days when someone will
take care of her catOn demand pet caretaker
Ability to identify the best pet caretakers
Take care of others pets in exchange of having your pet taking care of
On demand vet service
3 min
1. Neighbour selects 2 best ideas
2. Owner chooses the best
3 min Re-draw the idea
With
can...
,
Value Propositiondate
/ /
Pet nanny
Ann
Plan who will take when she
is away
What we have
Persona
What is our customer?
What their needs and goals?
Facts Needs & Goals
Behaviors
Personadate
/ /
Has a cat 27 years old Project manager at Advertising agency Not married / no kids 1000 Eur/mo
Asks her friends to take care of her cat Goes abroad 2-3 times a year Feels guilt of not taking care of her cat Goes to 3 festivals during the summer
Help taking care of her cat Time to properly take care of her cat Flexibility to plan her schedule Feeling of being responsible pet owner
Ann
Value propositionWhat user can achieve with the product?
With
can...
,
Value Propositiondate
/ /
Pet nanny
Ann
Plan who will take when she is
away
feature
feature
feature
MVP Featuresdate
/ /
To deliver on that, we will build these features:
Features
Caretaker search
Messaging with caretaker
Booking caretaker
Lean UX frameworkUsers
Needs
Use cases
Features
Product
Features
feature
feature
feature
MVP Featuresdate
/ /
To deliver on that, we will build these features:
Caretaker search
Messaging with caretaker
Booking caretaker
3 min
metric
by
Goal
/ /
Notes
Metrics Dashboarddate
/ /
To assess progress, we will measure these metrics:
metric
by
Goal
/ /
Notes
metric
by
Goal
/ /
Notes
Metrics
metric
by
Goal
/ /
Notes
Metrics Dashboarddate
/ /
To assess progress, we will measure these metrics:
metric
by
Goal
/ /
Notes
metric
by
Goal
/ /
Notes
Metrics
% of users who booked a caretaker
during last 30 days
What is a good metric?
1. Starts with
number
2. comparable
in time
3. Includes action
Page viewsRegistered
users% of new users last 30 days
Active monthly users
% of users who booked
caretaker during 30 days
useless super awesome
Metrics
metric
by
Goal
/ /
Notes
Metrics Dashboarddate
/ /
To assess progress, we will measure these metrics:
metric
by
Goal
/ /
Notes
metric
by
Goal
/ /
Notes
% of users who booked a caretaker
during last 30 days
3 min
What we have
Persona
What is our customer?
What their needs and goals?
Facts Needs & Goals
Behaviors
Personadate
/ /
Has a cat 27 years old Project manager at Advertising agency Not married / no kids 1000 Eur/mo
Asks her friends to take care of her cat Goes abroad 2-3 times a year Feels guilt of not taking care of her cat Goes to 3 festivals during the summer
Help taking care of her cat Time to properly take care of her cat Flexibility to plan her schedule Feeling of being responsible pet owner
Ann
Value propositionWhat user can achieve with the product?
With
can...
,
Value Propositiondate
/ /
Pet nanny
Ann
Plan who will take when she is
away
metric
by
Goal
/ /
Notes
Metrics Dashboarddate
/ /
To assess progress, we will measure these metrics:
metric
by
Goal
/ /
Notes
metric
by
Goal
/ /
Notes
% of users who booked a caretaker during last 30 daysfeat
urefeat
urefeat
ure
MVP Featuresdate
/ /
To deliver on that, we will build these features:
Caretaker searchMessaging with
caretakerBooking caretaker
Features
How they going to do that?
Metric
How we will measure the success?
Facts Needs & Goals
Behaviors
Personadate
/ /
Has a cat 27 years old Project manager at Advertising agency Not married / no kids 1000 Eur/mo
Asks her friends to take care of her cat Goes abroad 2-3 times a year Feels guilt of not taking care of her cat Goes to 3 festivals during the summer
Help taking care of her cat Time to properly take care of her cat Flexibility to plan her schedule Feeling of being responsible pet owner
Ann
With
can...
,
Value Propositiondate
/ /
Pet nanny
Ann
Plan who will take when she is away
metric
by
Goal
/ /
Notes
Metrics Dashboarddate
/ /
To assess progress, we will measure these metrics:
metric
by
Goal
/ /
Notes
metric
by
Goal
/ /
Notes
% of users who booked a caretaker
during last 30 days
feature
feature
feature
MVP Featuresdate
/ /
To deliver on that, we will build these features:
Caretaker search
Messaging with caretaker
Booking caretaker
Activ
PlatfHar
The Molecule
people
problem solution
have
addresses
use
Product name date
/ /
Active people with pets
Platform to find who can Hard to arrange who will take care, when you away
Users
Needs
Use cases
Features
Product
Feedback time!
Facts Needs & Goals
Behaviors
Personadate
/ /
Has a cat 27 years old Project manager at Advertising agency Not married / no kids 1000 Eur/mo
Asks her friends to take care of her cat Goes abroad 2-3 times a year Feels guilt of not taking care of her cat Goes to 3 festivals during the summer
Help taking care of her cat Time to properly take care of her cat Flexibility to plan her schedule Feeling of being responsible pet owner
Ann
With
can...
,
Value Propositiondate
/ /
Pet nanny
Ann
Plan who will take when she is away
metric
by
Goal
/ /
Notes
Metrics Dashboarddate
/ /
To assess progress, we will measure these metrics:
metric
by
Goal
/ /
Notes
metric
by
Goal
/ /
Notes
% of users who booked a caretaker
during last 30 days
feature
feature
feature
MVP Featuresdate
/ /
To deliver on that, we will build these features:
Caretaker search
Messaging with caretaker
Booking caretaker
Activ
PlatfHar
The Molecule
people
problem solution
have
addresses
use
Product name date
/ /
Active people with pets
Platform to find who can Hard to arrange who will take care, when you away
[Product name] idea is…
Meet [Name], she/he is…
With [Product name], she/he can…
She/he will be able to do that …
We will measure success …
