'

Iterative Prototyping and User Feedback for Better UX Design

Понравилась презентация – покажи это...





Слайд 0


Слайд 1

DAN Olsen SEP 22, 2015


Слайд 2

My  Background   n  Educa=on   n  n  n  n  Experience   n  n  n  n  n    Engineering  background   Stanford  MBA   UX  design,  web  and  mobile  coding   Led  Quicken  Product  Management  at  Intuit   Led  Product  Management  at  Friendster   CEO  &  Cofounder,  TechCrunch  award  winner  YourVersion   Product  consultant:  Facebook,  Box,  MicrosoS   Organizer:  Lean  Product  &  Lean  UX  Meetup  Silicon  Valley   Slides  at  hUp://slideshare.net/dan_o      TwiUer:  @danolsen   Copyright  ©  2015  @danolsen  


Слайд 3

What  is  “Lean  Startup”  all  about?   n  Ar=culate  hypotheses   n  Iden=fy  fastest  way  to  test   n  Keep  scope  small:   minimum  viable  product  (MVP)   n  Test  with  customers   n  Learn  and  iterate   n  Achieve  product-­‐market  fit   Sounds  easy,  right?   Copyright  ©  2015  @danolsen  


Слайд 4

n  Win  a  signed  copy  of  book   n  Tweet  about  this  talk   n  Include  @danolsen   n  Photos  of  slides  are  great   n  Hashtags:   n  #leanstartup   n  #ux   n  #prodmgmt   n  hUp://=ny.cc/LPP   Copyright  ©  2015  @danolsen  


Слайд 5

What  is  Product-­‐Market  Fit?  


Слайд 6

The  Lean  Product  Process  


Слайд 7

Copyright  ©  2015  @danolsen  


Слайд 8

The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  


Слайд 9

Target  Customer  Has  Dis=nct  Needs   High-­‐level  need:     Target  Customer:         Detailed  needs:       Ideal  Product:   Transporta=on  within  100  miles  of  my  home   Soccer  Mom       Soccer  Mom   •  Carry  kids  &  gear   •  Safety   •  Fuel  economy             Speed  Demon   Speed  Demon   •  Go  fast   •  Looks  cool   •  Makes  me  look  cool  


Слайд 10

The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  


Слайд 11

  Problem  Space  vs.  Solu=on  Space     n  Problem  Space   n  A  customer  problem,   need  or  benefit  that  the     product  should  address   n  A  product  requirement     n  Solu=on  Space   n  A  specific   implementa=on  to   address  the  need  or   product  requirement     Example:   n  Ability  to  write  in  space     NASA:  space  pen   n  (zero  gravity)   ($1     M  R&D  cost)   n  Russians:  pencil   Copyright  ©  2015  @danolsen  


Слайд 12

Problem  Space  vs.  Solu=on  Space:   Product  Level   Problem  Space   (user  benefit)   Solu=on  Space   (product)   Prepare my taxes Pen and paper Check my taxes File my taxes TurboTax Maximize deductions Reduce audit risk TaxCut Copyright  ©  2015  @danolsen  


Слайд 13

Importance  of  User  Need   Priori=zing  Customer  Needs:   Importance  vs.  Sa=sfac=on   High   Opportunity   Compe==ve Market   Not  Worth  Going  ASer   Low   Low   High   User  Sa=sfac=on  with  Current  Alterna=ves   Copyright  ©  2015  @danolsen  


Слайд 14

Importance  of  User  Need   Crea=ng  Customer  Value   High   Low   Area  =   Customer   Value   Created   Low   Area  =   Opportunity   to  Create   Customer   Value   High   User  Sa=sfac=on  with  the  Product   Copyright  ©  2015  @danolsen  


Слайд 15

Importance  vs.  Sa=sfac=on    Ask  Users  to  Rate  for  Each  Feature   Great   Bad   Recommended  reading:   “What  Customers  Want”  by  Anthony  Ulwick   Copyright  ©  2015  @danolsen  


Слайд 16

Kano  Model:  User  Needs  &  Sa=sfac=on   User  Sa=sfac=on   Delighter  (wow)   Performance   (more  is  beUer)   Need   not  met   Need   fully  met   Must  Have   Needs  &  features   migrate  over  =me   User  Dissa=sfac=on   Copyright  ©  2015  @danolsen  


Слайд 17

The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  


Слайд 18

What  is  Your  Value  Proposi=on?   n  Which  user  benefits  are  you  providing?   n  How  are  you  beUer  than  compe=tors?     Compe&tor  A   Compe&tor  B   Must  Have  Benefit  1   You   Y   Y   Y   Performance  Benefit  1   High   Low   Med   Performance  Benefit  2   Low   High   Low   Performance  Benefit  3   Med   Med   High   Delighter  Benefit  1   Y   -­‐   -­‐   Delighter  Benefit  2   -­‐   -­‐   Y   Copyright  ©  2015  @danolsen  


Слайд 19

The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  


Слайд 20

What  is  an  MVP?   Courtesy  of  Jussi  Pasanen   See  Aaron  Walter’s  book  Designing  for  Emo-on   Copyright  ©  2015  @danolsen  


Слайд 21

The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  


Слайд 22

The  UX  Design  Iceberg   What most people see and react to What good product people think about Copyright  ©  2015  @danolsen  


Слайд 23

Geqng  Customer  Feedback:   Problem  Space  vs.  Solu=on  Space   n  Customers  CAN’T  ar=culate  problem  space   n  Customers  CAN  react  to  solu=on  space   n  That’s  why  you  need  something  tangible  to   show  to  customers  to  get  good  feedback   Copyright  ©  2015  @danolsen  


Слайд 24

Product  Design  Ar=facts:   Interac=vity  vs.  Fidelity   Interac=vity   Live   Product   Interac=ve   Prototype   Clickable   Clickable   Wireframe*   Mockup**   Hand   Sta=c   sketch   Wireframe*   Mockup     Fidelity   *  Balsamiq:  balsamiq.com   **  InVision:  invisionapp.com   Copyright  ©  2015  @danolsen  


Слайд 25


Слайд 26

Common  Product  Design  &   User  Tes=ng  Workflow   Interac=vity   Live   Product   Test   Clickable   Wireframes   Hand   sketches   Clickable   Mockups   Test   Test   Fidelity   Copyright  ©  2015  @danolsen  


Слайд 27

The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  


Слайд 28

Conduc=ng  the  User  Test   n  Types  of  user  tests   n  In-­‐person  moderated   n  Remote  moderated   n  Remote  unmoderated   Copyright  ©  2015  @danolsen  


Слайд 29

Ramen  User  Tes=ng  Session   n  10  -­‐  15  min:  Warm  Up  and  Discovery   n  Understand  user  needs,  priori=es   n  Solu=ons  they  use,  likes  &  dislikes   n  30  -­‐  50  min:  User  Feedback  on  Prototype   n  Show  user  product/mockup   n  As  non-­‐directed  as  possible:  like  you’re  not  there   n  Avoid  “breaking  character”   n  Ask  ques=ons  to  gain  understanding   n  5  -­‐  10  min:  Wrap  up   n  Answer  any  ques=ons  or  issues  that  came  up   n  Point  out/explain  features  you  want  to  highlight   n  Ask  them  if  they  would  use  the  product   Copyright  ©  2015  @danolsen  


Слайд 30

Dos  &  Don’ts  of  User  Tes=ng  Sessions   n  Do   n  Explain  to  the  user:   Their  feedback  will  help  improve  the  product   n  Not  to  worry  about  hur=ng  your  feelings   n  “Think  Aloud  Protocol”   n  n  n  n  n  Try  to  be  a  fly  on  the  wall   Ask  non-­‐leading,  open-­‐ended  ques=ons   Take  notes  and  review  them  aSerwards  for  take-­‐aways   Don’t   n  n  n  n  n  Ask  leading  or  close-­‐ended  ques=ons   “Help”  the  user  or  explain  the  UI  (e.g.,  “click  over  here”)   Respond  to  user  frustra=on  or  ques=ons  (un=l  test  is  over)   Get  defensive   Blame  the  user   Copyright  ©  2015  @danolsen  


Слайд 31

What  Are  You  Going  to  Get  Feedback  &   Learnings  About?   Problem  Space   All  your  hypotheses  in  the   Product-­‐Market  Fit  Pyramid   Solu=on  Space   What  users  react  to   Feature  Set   UX  Design   Messaging     Copyright  ©  2015  @danolsen  


Слайд 32

Itera=ng  Your  Product  Vector  Based  on   User  Feedback  in  Solu=on  Space   Problem  Space   All  your  hypotheses   Solu=on  Space   What  users  react  to   Mockups  /  Code    Customer  Feedback   Copyright  ©  2015  @danolsen  


Слайд 33

Problem   Space   Solu=on   Space   Copyright  ©  2015  @danolsen  


Слайд 34

Case  Study  on  Product-­‐Market  Fit:   Marke=ngReport.com   Copyright  ©  2015  @danolsen  


Слайд 35

Product-­‐Market  Fit  Case  Study:   Marke=ngReport.com   n  My  client  (CEO)  had  a  new  product  idea   n  Team:  me,  CEO,  VP  marke=ng,  UI  designer   n  Goal:   n  See  if  there  was  a  business  opportunity  here   n  Validate  product-­‐market  fit  quickly,  cheaply   without  wri=ng  a  single  line  of  code   n  Product  Concept  was  “marke=ng  report”   that  let  consumers  control  the  direct  mail   that  they  receive   Copyright  ©  2015  @danolsen  


Слайд 36

Clustering  Poten=al  User  Benefits  to   Create  Product  Concepts   “Marke=ng  Shield”   Concept   “Marke=ng  Saver”   Concept   Reduce Junk Mail Find out what “they” know about you Save Trees Marketing Report Marketing Score Money Saving Offers Compare Yourself to Others Social Networking Marketing Profile Copyright  ©  2015  @danolsen  


Слайд 37

Copyright  ©  2015  @danolsen  


Слайд 38

Copyright  ©  2015  @danolsen  


Слайд 39

Product-­‐Market  Fit  Case  Study:   Recrui=ng  People   n  Telephone  recruit  of  prospec=ve  customers   n  Wrote  screener  to  iden=fy  target  customers   n  Wanted  users  who  work  full-­‐=me  &  use  internet   n  Fit  for  opt-­‐in  offers:  use  coupons,  Costco  membership   n  Fit  for  an=-­‐junk  mail:  use  paper  shredder,  block  caller  ID   Paid  each  person  $75   n  Scheduled  3  groups  of  2  or  3  people  to  discuss   each  product  concept  for  90  minutes   n  Moderated  each  group  through  the  mockups  to   hear  their  feedback   n  Copyright  ©  2015  @danolsen  


Слайд 40

Product-­‐Market  Fit  Case  Study:   Findings  on  Concepts  &User  Benefits   “Shield” Concept “Saver” Concept Reduce Junk Mail Find out what “they” know about you Save Trees Marketing Report Marketing Score Marketing Profile Money Saving Offers Compare Yourself to Others Social Networking Legend Strong appeal Some appeal Low appeal Copyright  ©  2015  @danolsen  


Слайд 41

Copyright  ©  2015  @danolsen  


Слайд 42

Product-­‐Market  Fit  Case  Study:   Summary   n  4  weeks  from  1st  mee=ng  to  validated   product  concept  with  zero  coding   n  Reasonable  cost   n  1  round  of  itera=on  on  product  concept   n  Iden=fied  compelling  concept  that  users   are  willing  to  pay  $10/month  for   n  Trimmed  away  non-­‐valuable  pieces   n  You  can  achieve  similar  results   Copyright  ©  2015  @danolsen  


Слайд 43

The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Iterate:    Ÿ  Hypothesize-­‐Design-­‐Test-­‐Learn  loop    Ÿ  Improve  product-­‐market  fit   Copyright  ©  2015  @danolsen  


Слайд 44

The  Lean  Product  Playbook   n  Also  covers:   n  UX  design   n  Agile  development   n  Product  analy=cs     n  Published  by  Wiley   n  Hardcover  &  ebook   n  Available  on  Amazon:   hUp://=ny.cc/LPP   Copyright  ©  2015  @danolsen  


Слайд 45


Слайд 46

Questions? @danolsen   olsensolu=ons.com   slideshare.net/dan_o   leanproductplaybook.com     Book:  hUp://=ny.cc/LPP      


Слайд 47


×

HTML:





Ссылка: