Slides about machines that can design

1. DESIGN
THINKING
autonomus
CANVAS
1
2
3
CAN MACHINES DESIGN?

2. conception
what
how
CONFIGURATION
how HUMANS DESIGN?

3. analyze the CONTEXT
select opportunities
desirable
feasible
viable
PROTOTYPING
define FEATURES
propose strategies
collect data
how HUMANS DESIGN?

4. analyze the CONTEXT
select opportunity
PROTOTYPING
define FEATURES
propose strategies
collect data
DECISION
MAKING
DATA
MINING
can MACHINES DESIGN?
desirable
feasible
viable

5. data mining
internet app analytics PRE-PROCESSING
BY HUMANS
customers.xml
competitors.xml
business.xml

6. data mining
customers.xml competitors.xml
<personas>
<persona>
<name>James</name>
<region>North America</region>
<social class>Middle class</social class>
<age>Thirties</age>
<big area>BUSINESS</big area>
<downloads>HIGH</downloads>
<gross>MEDIUM</gross>
<timelife>MEDIUM</timelife>
<image>persona_james.png</image>
<description>James is look for a new job after working for 3 years
in the Underwriting department of Acme Insurance. At 34 years old,
James is extremely active. He surfs twice a week in the summer
and swims lapse three times a week in the winter. He actively uses
apps for business productivity, discovering job opportunities and
business training. He usually makes fitness at his
freetime.</description>
</persona>
...
</personas>
<activities>
<activity>
<title>medicine</title>
<big area>HEALTH</big area>
<downloads>MEDIUM</downloads>
<gross>HIGH</gross>
<timelife>HIGH</timelife>
<competitors>MEDIUM</competitors>
<description>take medicine with controlled time many times a
day</description>
<persona>James</persona>
<persona>Mary</persona>
<persona>Robert</persona>
</activity>
...
</activities>
<competitors>
<competitor>
<name>Snapseed</name>
<big area>LIFE STYLE</big area>
<downloads>HIGH</downloads>
<gross>LOW</gross>
<timelife>LOW</timelife>
</competitor>
...
</competitors>
<features>
<feature>
<reference>Snapseed</reference>
<description>users can crop their scenes</description>
<activity>photography</activity>
<keep>yes</keep>
<raise>yes</raise>
<create>no</create>
</feature>
…
</features>
DESIRABILITY FEASIBILITY VIABILITY
business.xml
<arm>
<acquisition>
<strategy>Offers by email</strategy>
<description>Ads based on mailing lists</description>
<downloads>MEDIUM</downloads>
</acquisition>
…
<retention>
<strategy>notifications</strategy>
<description>Use notifications wisely</description>
<timelife>LOW</timelife>
</retention>
…
<monetization>
<strategy>Sponsored content</strategy>
<description>Content sponsored by brands, including in-app
virtual goods, or “limited-time only” features</description>
<gross>LOW</gross>
</monetization>
…
</arm>

7. decision making
select opportunity
define FEATURES
select customer profile
select competitors
propose strategies
PROPOSE USER ACQUISITION PROPOSE USER RETENTION PROPOSE MONETIZATION
select customer ACTIVITY
DEFINE FEATURES TO KEEP
IDENTIFY APP OPPORTUNITY
DEFINE FEATURES TO raise DEFINE FEATURES TO create

8. SELECT OPPORTUNITY
CUSTOMER
ACTIVITIY
DEFINE FEATURES
Barbara
North America
Middle class - Thirtties
Barbara is a 35 years old computer
programer. Barbara controls your
finances with precision. She still
greatly enjoys an active social life -
including her regular rpg night every
week and going out for meals with
friends. She loves to play hardcore
games, including first-person shooters,
role-playing and wargames. As an
active person, she also loves to ride a
bike on weekends on mountain trails.
TO REDUCE
invests micro percentage of every
purchases
connect to her bank account
TO RAISE
suggests limits for extra expenses
according to patterns of receipts and
expenses
TO CREATE
facial recognition
Make an app to help Barbara to control
all her expenses
downloads potential - MEDIUM
lifetime average - HIGH
monetization potential - HIGH
amount of competitors - HIGH
ACQUISITION
Ads in social network
Events
Ads in apps
RETENTION
social commitment
cascading information
MONETIZATION
Percentage on in-app transactions
Sponsored content
PROPOSE STRATEGIES
AUTONOMUS DESIGN

9. SELECT OPPORTUNITY
CUSTOMER
ACTIVITIY
EVALUATE DESIRABILITY
Barbara
North America
Middle class - Thirtties
Barbara is a 35 years old computer
programer. Barbara controls your
finances with precision. She still
greatly enjoys an active social life -
including her regular rpg night every
week and going out for meals with
friends. She loves to play hardcore
games, including first-person shooters,
role-playing and wargames. As an
active person, she also loves to ride a
bike on weekends on mountain trails.
Make an app to help Barbara to control
all her expenses
downloads potential - MEDIUM
lifetime average - HIGH
monetization potential - HIGH
amount of competitors - HIGH
the opportunity meets the desires of
potential users?
can improve
meets the desires
partially meets the desires
does not meets the desires
the opportunity has a great number of
potential customers?
It has millions of users
It has thousands of users
It has few users
how much the opportunity is important
to the customer's life?
it is very important
It is important
it is not important
OKcancel
ASSISTED DESIGN

10. SELECT OPPORTUNITY
CUSTOMER
ACTIVITIY
validate desirability
James
Middle class - Thirties
First stage of tertiary education.
Actively uses apps for business
productivity, discovering job
opportunities and business
training.
follow companies
offers a quick-search straight
can specify your range
data from newspapers
TO RAISE
connect with Executives
connect with recruiters
TO CREATE
Make an app to help James to
looking for a new job
Ads based on mailing lists
Paid posts in social networks like
Facebook
RETENTION
email alerts
MONETIZATION
assisted design
assisted design
assisted design
assisted design
assisted design
assisted design
can improve
SELECT OPPORTUNITY
1 | 37
Robert
North America
Middle class - Aged
Robert is a 60 year old grandad. Recently retired,
Robert spends most days pottering around the garden
and playing golf. At weekends, he enjoys walking in
the countryside with his wife. Robert doesn’t see
himself as old. He enjoys discovering, reading and
sharing books with friends. Robert likes to plays slots
games in a freetime.
CUSTOMER help
OKcancel
DESIGN
THINKING
autonomus
CANVAS
1
2
3
downloads potential - MEDIUM
lifetime average - HIGH
monetization potential - HIGH
amount of competitors - HIGH
ASSISTED DESIGN

11. downloads potential - MEDIUM
lifetime average - HIGH
monetization potential - HIGH
amount of competitors - HIGH
EVALUATE DESIRABILITY desirable EVALUATE feasibility can improve
the team will need to outsource the
features production?
outsource nothing
outsource some features
outsource all
the team is motivated by the
opportunity?
fully motivated
partially motivated
it is not motivated
what percentage of the budget will be
needed to produce the features?
it costs less than 50%
it costs between 50% and 100%
it costs more than 100%
OKcancel
SELECT OPPORTUNITY
CUSTOMER
ACTIVITIY
DEFINE FEATURES
Barbara
North America
Middle class - Thirtties
Barbara is a 35 years old computer programer.
Barbara controls your finances with precision.
She still greatly enjoys an active social life -
including her regular rpg night every week and
going out for meals with friends. She loves to
play hardcore games, including first-person
shooters, role-playing and wargames. As an
active person, she also loves to ride a bike on
weekends on mountain trails.
TO REDUCE
invests micro percentage of every purchases
connect to her bank account
TO RAISE
suggests limits for extra expenses according to
patterns of receipts and expenses
TO CREATE
facial recognition
Make an app to help Barbara to control
all her expenses
ASSISTED DESIGN

12. downloads potential - MEDIUM
lifetime average - HIGH
monetization potential - HIGH
amount of competitors - HIGH
SELECT OPPORTUNITY
CUSTOMER
ACTIVITIY
validate desirability validate feasability
define FEATURES
James
Middle class - Thirties
First stage of tertiary education.
Actively uses apps for business
productivity, discovering job
opportunities and business
training.
TO KEEP
follow companies
offers a quick-search straight
can specify your range
data from newspapers
TO RAISE
connect with Executives
connect with recruiters
TO CREATE
allows post bite-sized videos
Make an app to help James to
looking for a new job
Ads based on mailing lists
Paid posts in social networks like
Facebook
RETENTION
email alerts
assisted design
assisted design
assisted design
assisted design
assisted design
desirable can improve
DEFINE FEATURES TO KEEP
OKcancel
manages your daily tasks
with accuracy
attend the gym three times
a week to keep fit
looking for new job oppor-
tunities
keep up to date with cour-
ses and workshops
help
DESIGN
THINKING
autonomus
CANVAS
1
2
3
DEFINE FEATURES TO KEEP
ASSISTED DESIGN

13. downloads potential - MEDIUM
lifetime average - HIGH
monetization potential - HIGH
amount of competitors - HIGH
ACQUISITION
Ads in social network
Events
Ads in apps
RETENTION
social commitment
cascading information
MONETIZATION
Percentage on in-app transactions
Sponsored content
PROPOSE STRATEGIES
retention strategies are motivating for the
user's profile?
the kind of thing that attracts them
are attractive, but could be better
are not attractive for this profile
the acquisition strategies reach enough
users?
more than we would like
what we would like
less than we would like
monetization strategies are usual for the
user's profile?
these are the ways they spend
they spend more on other ways
they do not usually spend
OKcancelEVALUATE DESIRABILITY desirable EVALUATE VIABILITY can improve
SELECT OPPORTUNITY
CUSTOMER
ACTIVITIY
Barbara
North America
Middle class - Thirtties
Barbara is a 35 years old computer programer.
Barbara controls your finances with precision.
She still greatly enjoys an active social life -
including her regular rpg night every week and
going out for meals with friends. She loves to
play hardcore games, including first-person
shooters, role-playing and wargames. As an
active person, she also loves to ride a bike on
weekends on mountain trails.
Make an app to help Barbara to control
all her expenses
ASSISTED DESIGN

14. SELECT OPPORTUNITY
CUSTOMER
ACTIVITIY
validate viabilityvalidate desirability validate feasability
define FEATURES
James
Middle class - Thirties
First stage of tertiary education.
Actively uses apps for business
productivity, discovering job
opportunities and business
training.
TO KEEP
follow companies
offers a quick-search straight
can specify your range
data from newspapers
TO RAISE
connect with Executives
connect with recruiters
TO CREATE
allows post bite-sized videos
Make an app to help James to
looking for a new job
ACQUISITION
Ads based on mailing lists
Paid posts in social networks like
Facebook
RETENTION
email alerts
MONETIZATION
Offers users in-app upgrades
PROPOSE STRATEGIES
assisted design
assisted design
assisted design
assisted design
assisted design
assisted design
assisted design
assisted design
desirable feasible can improve
PROPOSE FEATURES MONETIZATION
OKcancel
Sponsored content Offers users in-app upgra-
des
In-app consumables Percentage on in-app tran-
sactions
M M M M
DESIGN
THINKING
autonomus
CANVAS
1
2
3
ASSISTED DESIGN
downloads potential - MEDIUM
lifetime average - HIGH
monetization potential - HIGH
amount of competitors - HIGH

15. turing test
3.4 3.5 3.2 2.9
3.5 3.3 4.1 2.9
3.6 3.5 3.4 2.1
4.4 3.4 4.1 3.5
PROJECT A
ASSISTED
PROJECT B
ASSISTED
PROJECT C
AUTONOMUS
PROJECT D
AUTONOMUS
CRIATIVITYFEASIBILITY VIABILITYSUITABILITY

16. DESIGN
THINKING
autonomus
CANVAS
1
2
3
YES, WE CAN!