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1st Principles Thinking
1. Identify and define your current assumptions.
2. Breakdown the problem into its fundamental principles.
3. Create new solutions from scratch.
Doubt deeper by asking deeper questions.
Deconstruct the problem.
3. Think beginner / different / younger
New Reality / New Curve / New Grid
Pirates of the Caribbean: Boat Upside Down. https://www.youtube.com/watch?v=sNj8mJq65i4
How might we …?
Value – proposition Canvas
Value – Layer 1
P: people charged a lot (unknown high amount) for
transactions when abroad >
S: Ensure to exchange money on the best possible rate >
V: do it automatically (no cognitive effort) + save money.
UX: Ease of use. Speed of use (1s). Transparency.
$: 0 cost.
Invite for sign-up by a message link. From web,
Sign-up process below 15 min. > Do it on mobile. Auto
Onboarding, fast and simple.
Card delivered in 2 days.
Change PIN code. Through mobile. > 0 fee.
Freeze / unfreeze card in app. > 0 fee.
Geo-located system to block suspicious transactions.
Vault. Rounding-up saving. Saving for …
Value – Layer 2
GIFs in messages.
Weekly spending report SMS.
Text in transactions.
Side of the physical card is blue.
Shipping of the card in 2 days.
Requesting money, sending money also by link.
Magnetic bounce in packaging.
Value – Layer 3
*User delights. Someone deeply cares.
“one of the largest financial-services
companies in the world.”
~ Nikolay Storonsky, Revolut, CEO
The amount of effort you put into making
something means nothing to the people
that use it. The only thing that matters
is how much value they get out of it.
Sean Rose, @seanrose
Poor support (for free users …)
Advertising: Single-shaming …
The process is in the way. The
organization is in the way of the
Too many managers, too many lawyers for
Launching a simple product took 2 years,
and 14 levels of approval. @ Lehman
Product team 100 ppl.
Revolut 400 zaposlenih. Junij 2018. 2019
=> 4 million customers.
Nova KBM konec leta 2017, 1400
zaposlenih. => thousands of customers.
Value – Old Banks
Learn to love feedback.
Every piece of feedback tells you
something, even if it’s just about
how you are perceived by the giver.
Rejecting feedback is rejecting your own self
Justin Kan - @justinkan
Real Life #1
Unit testing without integration testing
Real Life #2
User testing without system testing
Jurassic Park, 1993, Universal Pictures.
“… your scientists were
so preoccupied with
Whether or not they
That they didn't stop to
think if they
~ Ian Malcolm*
*ficitonal character :)
Out Of Control, 1994, Kevin Kelly
Out Of Control
This is the dilemma all gods must
that they can no longer be completely
sovereign over their finest creations.
The world of the made will soon be like the
world of the born: autonomous, adaptable,
and creative but, consequently, out of
Fireside Chat with Nikolay Storonsky (Revolut) | Disrupt SF 2018, https://www.youtube.com/watch?v=ozx86dJWzBA&t=643s
“… we launched the business 3 years ago
[...] we do everything what banks do, but
we make it 10× better and 10× cheaper …”
Nikolay Storonsky, Revolut, CEO
TC Disrupt, September 2018
How does metal enhance the paying experience? Why Metal?
Emojis within transfers?
Banking for a generation not understood (yet),
GIFs in messages?
making people want products …
making products people want.
the “world’s oldest networked publishing
Now, more of us are moving toward private modes of
sharing: a Slack group instead of a tweet; an encrypted
Signal message instead of a status update.
The New Social Network That Isn’t New at All, Mike Isaac, https://nyti.ms/2TOMR1C 44/56
Users like to be part of something
underdog-like. A give / tribe of
different people / earl adopters x
evangelizers / in this early stage they
feel even more engaged.
Value or die.
Help Rants of slow support.
From a free product.
That help ppl save money, is super user
friendly and just works.
But the rant is there, because …
Move Fast and Break Things: https://medium.com/swlh/move-fast-and-break-things-is-not-dead-8260b0718d90
Move fast and break things.
Nassim Nicholas Taleb, Antifragile: Things That Gain from Disorder
Some things benefit from shocks; they
thrive and grow when exposed to
volatility, randomness, disorder, and
stressors and love adventure , risk,
Yet, in spite of the ubiquity of the
phenomenon, there is no word for the
exact opposite of fragile. Let us call
it antifragile. Antifragility is
beyond resilience or robustness.
The resilient resists shocks and stays the same; the
antifragile gets better.
This property is behind everything
that has changed with time: evolution,
culture, ideas, revolutions, political
systems, technological innovation,
cultural and economic success,
corporate survival, good recipes (say,
chicken soup or steak tartare with a
drop of cognac), the rise of cities,
cultures, legal systems, equatorial
forests, bacterial resistance … even
our own existence as a species on this
And antifragility determines the
Kevin Kelly - https://kk.org/kk/ - @kevin2kelly
Google Design Sprint - https://www.gv.com/sprint/
Slow down and fix your shit.
Most will fail.
Keep making new mistakes.
The Goolge Cemetery - A list of dead Google products and why they died - https://gcemetery.co/
Data & Design
Digital is data driven.
Find noise in the signal.
Purpose driven nature of data.
It always starts with a problem.
You are trying to derive something.
Data can help you answer a
Get right data. It’s not the data, but how you
use it. Weave the data into your product story.
Data cannot tell you everything.
Data is interested in causality (causal
relationships, IFTTT). Because that is how
you derive power.
Derive knowledge is what data is for.
Data is no good if you don’t
understand what it can and cannot
You can derive knowledge from data
in a multitude of ways.
The data needs to add up to something that is
valuable for you to know.
Plan, test and innovate for …
The Snapchat app uses a principle Elman refers to in a
new blog post as "shareable design": the idea that an
interface is best understood when explained by someone
That type of design often is best applied to social-media
platforms, and even more so ones used largely by teens.
It's pretty likely that, in the course of using a new app, a
16-year-old is going to show it off to his or her friend.
That interaction adds value for both the newbie, who
gains knowledge about the app, and the explainer, who
feels the joy of teaching someone something they didn't
Not enough data
(or not exact data)
The real World
Fight your P-D impostor syndorme,
observe, deeply care about the user.
The future is in the making.
How will we shape it?
firstname.lastname@example.org @tadejmursic Tadej Mursic
Let’s talk …
… and do this “shareshop” thing.
What’s a “Shareshop”?
We do not know hot to share in real life.
How do we press the share button in real
How can we make quick, interesting value
of each others experiences?
Can we deliver this value in short and
Can we take pressure of sharing /
How to design an introvert friendly group
chat [in real life, not with Slido]?
It was fun
… thinking about:
- how to make it interesting?
- How to make it valuable?
- How to make it enjoyable?
- How to be more engaged?
… download …
… page numbers x/42
… position of the seats …
- Ima kdo Revolut, N26, Monzoali kakšno domačo bančno
aplikacijo? in je opazil še kak dodaten feature, ki
se mu zdi primer dobrega produktnega načrtovanja?
- Kaj pa pri drugih izdelkih / storitvah? Kaj se vam
zdi killer feature?
- Je kdo prirpavljen delit kako je pri lastnem
razvoju produktu / storitev nekaj „preoblikoval“ na
- Kako ste to implenetirali sami?
- Kaj so lekcije, ki ste se jih pri tem naučili?
- Kaj pomeni na boljše oblikovanje?
Kako sprasevati boljsa vprasanja in creatat
Sniff out tge problem
Jap Quote o smiselnosti featurjev
Hofer killer feature is speed, rrdukcika kog
napora z enakimi trgovinami oz izdelki na zelo
prefvidljivem mestu, biznis side tega, ....
Understwnding Biases can help a lot in
cracking the reality matrix