EIA2019HK - Prototyping and Design Hacks - Alar Kolk
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Prototyping and Design Hacks
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EIA2019HK - Prototyping and Design Hacks - Alar Kolk
- 2. CUSTOMER IS ALWAYS RIGHT ABOUT WHAT HE NEEDS. CUSTOMER IS ALWAYS WRONG ABOUT HOW HE NEEDS IT.
- 3. Don't build a bicycle when a car is wanted by your customers. Your solution needs to solve a customer problem. FROM PROBLEMS TO A SOLUTION
- 4. DAILY TASK LIST: YOUR EXPERIMENTS
- 6. The evolution of human-machine interaction
- 7. • Website Application (Slack, Scoro) • Online store (Amazon, ASOS, Shopify) • Mobile App (iOS, Android) • Plugin (Chrome, WordPress) • Google drive / Windows app / 3rd party app • Chatbot (Chatfuel / Facebook, Slack, Skype, Whatsapp) • Subscription product (Netflix, Birchbox, StichFix) • Drone & Delivery robots (Amazon, Cleveron, Starship) • Smart watches (Slack) • 3D / 4D printing (BWM, Pereoptika) • ... PRODUCT SYSTEM PRODUCT AS A SOLUTION
- 8. THE PRODUCT OF YESTERDAY ExperiencesFeatures THE PRODUCT OF TOMORROW Mechanical Electronic Software Services Platform & Ecosystem Data Digital Technologies - AI, Analytics, Connectivity,... Digital Age User Interface Mechanical Electronic Software From Features To Experiences
- 9. • Artificial Intelligence • Virtual Reality • Augmented Reality • Big Data • Blockchain • 3D-printing • Internet of Things • Drones Happening now: TECNOLOGIES • Autonomous Vehicles • Cloud Computing • Crypto Currencies • Vertical Agriculture • Prediction Systems • Machine Learning
- 10. • Autonomous ships and submarines • Human-organ printing • Avatar companions • Water harvesting from air • Emotionally aware robots • Human bio-hacking • 3D-printing of food & pharmaceuticals • Autonomous passenger aircraft • Autonomous robotic surgery Near future: FUTURE TECNOLOGIES
- 11. A product solves a specific customer problem (segment) and makes a customer ready to pay a price for the product value. 22KEUR12KEU R 222KEU RVolkswagenRenault Ferrari
- 12. USER RESEARCH WITH PROTOTYPES: ASKING THE RIGHT QUESTIONS Showing users a prototype is partially usability testing & partially user research. You get feedback on actual designs & you learn about users.
- 14. USER RESEARCH WITH PROTOTYPES: ASKING THE RIGHT QUESTIONS Showing users a prototype is partially usability testing & partially user research. You get feedback on actual designs & you learn about users.
- 15. ETHNOGRAPHY ORALB ASSUMPTION: KIDS ARE JUST SMALLER HUMANS CUSTOMER OBSERVATION RESULT: MARKET LEADERSHIP FOR 24 MONTHS
- 16. 3D low-fidelity prototype for HealthyMade: fresh ingredients and recipes packaged into a healthy preplanned meal. This product raises the question, “How might we provide healthier food options to people in need?”
- 17. GOOD PROTOTYPES ARE QUESTIONS, NOT ANSWERS - Tim Brown, IDEO
- 19. WILL SOMEONE PAY FOR IT? WHAT MAKES A PRODUCT VIABLE? WILL PEOPLE USE IT?
- 20. MAKE IT REAL! IDEAS ARE NOT REAL - Jake Knapp, Google Venture
- 21. PROTOTYPE MINDSET YOU CAN PROTOTYPE ANYTHING PROTOTYPES ARE DISPOSABLE BUILD JUST ENOUGH TO LEARN, BUT NOT MORE THE PROTOTYPE MUST APPEAR REAL Stay optimistic and adopt the prototype mindset. Don’t prototype anything you aren’t willing to throw away. The prototype is meant to answer questions, so keep it focused. Show customers something realistic, their reactions will be genuine.
- 22. INNOVATION PROCESS FAKE-IT PROTOTYPE TIME FAKE IT LEAR N MONEY After customer problem/pain discovery Instead of taking weeks, months, or even years to build the solution, you can fake it. If customers are ready to buy your product or solution Ask upfront payment, partial or full
- 23. MODEL 3 Designed to attain the highest safety ratings in every category, Model 3 achieves 220 miles of range while starting at only 35,000 USD before incentives. Reserve your Model 3 today for delivery in 12 to 18 months.
- 26. VIDEO MARVELAPP.COM & SIMILAR LANDING PAGE IMAGES INNOVATION PROCESS FAKE-IT PROTOTYPE
- 28. INSIGHTS MVP RELEASE 1 RELEASE 2 Innovation Approach PRODUCT SPRINTS Iteration: new features & users Iteration: new features & users
- 29. EXPERIMENTING TO INVENTE THE FUTURE PROTOTYPE PROVOTYPE PILOTING
- 31. strong evidence weak evidence short time to set up & conduct experiment long time to set up & conduct experiment selling “the real thing” in test markets wizard of oz testing co-creation with customers “anthropological ” observation www simulated sales A/B testing crowd funding pre-sales validation interviews with MVP-s tech prototypes with interviews discovery interviews with storyboards, etc. landing page and email collection experimental ad campaigns free form discovery interviews url tracking visual, fake, prototypes Google Trends customer online survey
- 33. Experiments ALEXA: WIZARD OF OZ TESTING Feature testing DISCOVERY OF CUSTOMER PREFERENCES TESTING DEVICE READINESS TIME CONSUMING STRONG INPUT FOR DEVELOPERS
- 34. 1. TEST THE CORE FEATURE DOESN’T HAVE TO BE DIGITAL
- 35. 2. PIMP IT UP
- 36. Experiments TINDER: PRICING TEST Multiple pricing models tests PRICING VARIATIONS BASED ON AGE, GENDER & LOCATION TESTING ‘UBER SURGE’ MODEL VARIOUS VALUE PACKAGES Best way to apply: TESTING ON SMALL GROUPS WHILE ELIMINATING OTHER INFLUENCE
- 37. Experiments DROPBOX: MVP TESTING Assumption Testing PROMOTE THE PRODUCT CREATING A NEW TYPE OF CUSTOMERS- People didn’t know that they have file sharing problem COLLECTING FEEDBACK FROM INTEREST GROUPS Best way to apply: TESTING CLIENTS INTEREST
- 38. SET GOALS AND TRACK PROGRESS02 LAUNCH EFFORTS QUICKLY THEN ITERATE01 COMMUNICATE & SHARE BEST PRACTICE04 REWARD EXPERIMENTATION03 KILL OFF MEDIOCRE EFFORTS05 Experiments FRAMEWORK MAKE IT EASIER TO LAUNCH AND EXPERIMENT07 PLAN FOR VERSION 2.0 AND BEYOND06
- 40. EXPERIMENTING TO INVENTE THE FUTURE PROTOTYPE PROVOTYPE PILOTING
- 41. MINIMUM SET OF FEATURES TO SOLVE THE PROBLEM
- 42. Innovation Approach MINIMUM VIABLE PRODUCT
- 43. MINIMUM VIABLE PRODUCT WEAK PRODUCT PRODUCT YOU WANT TO BUILD MVP
- 45. A storyboard (UX design) is a linear sequence, showing how a user may be struggling with an existing process, service or product.
- 47. A storyboard (UX design) is a linear sequence, showing how a user may be struggling with an existing process or a product.
- 48. CUSTOMER IS ALWAYS RIGHT ABOUT WHAT HE NEEDS. CUSTOMER IS ALWAYS WRONG ABOUT HOW HE NEEDS IT.
- 49. THE ONLY WAY TO FIGURE IT OUT IS TO EXPERIMENT
- 51. Sketches Low Fidelity Wireframes Mockups Animations Beta Test High Fidelity Alpha Test Interactive Functional SCALE PROTOTYPE: LOW & HIGH FIDELITY
- 52. SCALE PROTOTYPE: LOW & HIGH FIDELITY
- 54. HOW TO PROTOTYPE? TEST & VALIDATE START WITH INEXPENSIVE METHODS CONTINUE WITH MORE EXPENSIVE OTHERWISE YOU WASTE MONEY Including customer interviews and user groups Paper, digital visualization, MS PowerPoint, Keynote Only if validated by customers And you never learn what customers want
- 56. IF A PICTURE IS WORTH 1 000 WORDS, THEN A PROTOTYPE IS WORTH 1 000 MEETINGS. A saying at IDEO
- 57. 1. A4 SHEET OF PAPER WITH 8 BOXES 2. TIMER FOR 8 MINUTES 3. 8 QUICK IDEAS / CUSTOMER WALK THROUGH SCREENS 4. SHARE THE STORIES 5. AGREE ON WHAT STORY TO STICK TO THE CRAZY 8
- 58. THE CRAZY 8
- 59. 1. A4 SHEET OF PAPER WITH 8 BOXES 2. TIMER FOR 8 MINUTES 3. 8 QUICK IDEAS EACH IN 8 MINUTES 4. SHARE THE STORIES 5. AGREE ON WHAT STORY TO STICK TO THE CRAZY 8
- 61. Task 2 Use the prototyping materials to design your paper prototype.
- 63. LOW FIDELITY: PAPER PROTOTYPE
- 64. LOW FIDELITY: PAPER PROTOTYPE
- 65. Nintendo use low-fidelity prototyping: the only way to actually know what a Miiverse would feel like was to hold it. That’s when he built this prototype out of cardboard. LOW FIDELITY: PAPER PROTOTYPE
- 66. USER RESEARCH WITH PROTOTYPES: ASKING THE RIGHT QUESTIONS Showing users a prototype is partially usability testing & partially user research. You get feedback on actual designs & you learn about users.
- 68. Get Inspired: •Effective Customer Journey Maps by Tandemseven •Storyboarding Tutorial by Alex Cowan (Darden MBA) •Everything You Need To Know About Wireframes And Prototypes by Adobe Mentors: Chief Mentors,Design Mentors, Marketing Mentors, LifeCoaches Day 4: Prototyping & Solution Validation Tuesday, July 23 TASK 1:CUSTOMER JOURNEY TASK 2: PAPER PROTOTYPE •Draw a Storyboard for your service or product. Check Growby for Storyboarding instructions. •Upload a picture of the Storyboard to the Online Platform. •Based on the Storyboard, develop the proto- type onpaper. •Ask at least 5 of fellow participants, mentors, teammates, and friends to test out your paper prototype. Film how they interact with the proto- type foranalysis. •Modify your solution based on the feedback. Make multiple iterations. •Upload picture(s) of the paper prototype to the Online Platform. TASK 3: DIGITAL PROTOTYPE •Digitize your paper prototype using the tools suggested. Ask your design mentors for recommen- dations on additional tools. •Add the link to your idea profile on the Online Platform. •For hardware, use 3D modelling and visualization (i.e Photoshop). GOALS OF THE DAY: •Prepare customerjourney. •Validate Initialsolution via paper prototype. •Create and upload digital prototype. Important •Make sure you attend the keynotes to learn how to reach the Product De- velopment Sprint & Investor Pitch. •Design Mentors join the program TODAY! Tools: •Marvel App •Adobe XD •Additionalrecom- mended tools here.
- 69. FROM PROBLEM TO PROTOTYPE VALIDATION USER CENTRIC DESIGN
- 70. LOW FIDELITY: PAPER PROTOTYPE
- 71. LOW-FIDELITY PROTOTYPE VALIDATION TIPS Tip 2 Select your target customer carefully Tip 1 Play the scenarios through before taking it to the customer Tip 5 Record the session Tip 3 Assign someone to take notes Tip 4 Iterate your prototype for improvements
- 73. Give your paper prototype a digital life! A user interacts with your solution on a digital application (mobile, web, voice).
- 75. A high-fidelity (high-fi or hi-fi) prototype is a computer-based interactive representation of the product in its closest resemblance to the final design in terms of details and functionality..
- 77. HIGH FIDELITY
- 78. HiFi PROTOTYPE SELL VISUAL DESIGN FEEDBANK EASY You can start selling now Hi-fi prototypes are more visually appealing They allow clients to test your design and to give you feedback High fidelity is easier than ever in today’s world of top software.
- 81. THANK YOU
Notas del editor
- Create a sticky note for each element in the Gain Creators box respectively. https://blog.graphitegtc.com/fear-of-digital-transformation-8c6554088871
- portable drip coffee that anchors to any size mug with specialty-grade and ethically sourced coffee inside
- What questions: Customer likes Customer profitable acquisition Unit economics Business model scalability All together – Product-market FIT
- https://dschool.stanford.edu/groups/k12/wiki/41a18/POV_.html
- What questions: Customer likes Customer profitable acquisition Unit economics Business model scalability All together – Product-market FIT
- https://www.youtube.com/watch?v=tvkivmyKgEA
- What questions: Customer likes Customer profitable acquisition Unit economics Business model scalability All together – Product-market FIT
- What questions: Customer likes Customer profitable acquisition Unit economics Business model scalability All together – Product-market FIT
- We call provotyping the act of creating pieces of future to be experienced already today. Some of our examples are a robot teaching sign language to autistic kids
- EIA Smart watch example
- Test involved a human “wizard” sitting in aseparate room and responding in real-time to anyvoice query a human testing subject would maketo the Echo. Objective was to collect informationon the nature of responses- What types ofresponses worked and what didn't work? The objective was to figure out what does it take to really make people excited?
- https://techcrunch.com/2015/03/02/new-tinder-charges-whatever-it-wants/ https://www.theguardian.com/technology/2015/mar/02/tinder-launches-tinder-plus-with-age-based-fees Võib teha nalja selle kohta, et üle 30-aastased maksavad 2 korda rohkem (9.99 vs 19.99) Desperate 30s...
- CREATED A VIDO FROM NO EXCISTING PRODUCT “It drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight. It totally blew us away.” https://techcrunch.com/2011/10/19/dropbox-minimal-viable-product/
- https://jonobean.com/2014/06/06/a-framework-for-innovation-through-experimentation/
- We call provotyping the act of creating pieces of future to be experienced already today. Some of our examples are a robot teaching sign language to autistic kids
- 1. Primary task: The first thing to do before you even think about putting pen to paper is to ask yourself this question: what is your app’s primary task? Specifically write down: (Your differentiator) (Your solution) for (Your audience). Let’s look at an example for the app Evernote: “Evernote for iPhone lets you create notes, snap photos, and record voice memos that you can then access any time from your iPhone, computer, or the web.” The copy on their website clearly explains the primary task for the app: (Omni-accessible) (multiple file type creation and storage) for (casual iPhone users). 2. 2. Create Use Case Scenarios Once you’ve defined your primary task, you’ve probably also put some thought into who wants an app that performs this task! Use cases are the BEST way to get the paper prototyping process started. In this article, I talk about how I defined use case scenarios for our Doodle Bright app. I gave “my people” a name, an address, an occupation and a specific scenario when they might use an app like Doodle Bright. Here’s an example: Jane is waiting in the doctors office for a 3 o’clock appointment with her 4-year old son, Chad. She brought her iPad just in case the wait is longer than expected and of course they’re stuck in the waiting room for a half hour before they are called. Jane passes the time by drawing trucks and trains with Chad while they wait for her appointment. In this scenario, Jane and Chad are playing with the app together, which means mom can prompt him on how to interact with different elements on the screen if he is unsure of the next step. Now let’s look at this example: Jane is in the carpool line to pick up her eldest from school. Chad is in the backseat, bored after a day of running errands. Jane hands her iPad to him with the Doodle Bright app launched. Chad knows which buttons to push because they are intuitive to a 4-year old. In this scenario, the controls have to be easily understandable for an unsupervised child. Does this alter the types of paper prototypes you create for this app? Heck yea it does! Now, instead of designing for mom and son, to have a wider appeal we see that the prototypes should primary be geared towards only the child. It may be obvious that an app like this would require “thinking like a child” but without this use case scenario to back up that claim, you may fall into the default “adult mode” of thinking about the design. 3.
- What questions: Customer likes Customer profitable acquisition Unit economics Business model scalability All together – Product-market FIT