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Design Process vs. the
                     Real World Startup
                                    Warm Gun 2012
                                        Mike Krieger
                                Instagram/Facebook



Thursday, November 29, 12
Design Process vs. the
                     Real World Startup
                                      Warm Gun 2012
                                        Mike Krieger
                                 Instagram/Facebook



Thursday, November 29, 12
São Paulo


Thursday, November 29, 12
Symbolic Systems
              (Human-Computer
            Interaction) @ Stanford

Thursday, November 29, 12
snuck into enough
      d.school classes that
    they couldn’t kick me out

Thursday, November 29, 12
First job: Meebo UX


Thursday, November 29, 12
Co-founded Instagram in
             2010


Thursday, November 29, 12
Text


Thursday, November 29, 12
Thursday, November 29, 12
@mikeyk for feedback


Thursday, November 29, 12
this talk


Thursday, November 29, 12
a practical look at how
     traditional design thinking
      collides with the startup
              real world

Thursday, November 29, 12
set of micro-processes
    that take inspiration from
    “the method” but work at
           startup scale

Thursday, November 29, 12
THE DESIGN PROCESS


Thursday, November 29, 12
(as popularized by IDEO
             and beyond)


Thursday, November 29, 12
Still not a given in most
         organizations (and even
               most startups)

Thursday, November 29, 12
Understand



                             Observe



                            Synthesize



                              Ideate



                            Prototype



                             Iterate




Thursday, November 29, 12
Understand


                             Observe



                            Synthesize


                              Ideate



                            Prototype


                             Iterate




Thursday, November 29, 12
Understand              Observe   Synthesize   Ideate   Prototype   Iterate




Thursday, November 29, 12
Getting the Design Right
       vs Getting the Right
               Design
       (Tohidi, Buxton et al)

Thursday, November 29, 12
When are you diverging/
         broadening vs
          converging?

Thursday, November 29, 12
3-minute crash course
                or refresher


Thursday, November 29, 12
Understand


Thursday, November 29, 12
Domain Knowledge
                      Primary research
                     (don’t just Google)

Thursday, November 29, 12
Observe


Thursday, November 29, 12
Don’t guess, watch
                      Mini-ethnography
                       Out in the wild

Thursday, November 29, 12
Define / Synthesis


Thursday, November 29, 12
Distill insights


Thursday, November 29, 12
insight (n.): Something
        you’re so excited about
        you tell strangers on the
                   train.
                            (one of my d.school profs)

Thursday, November 29, 12
user + need + insight


Thursday, November 29, 12
Ideate


Thursday, November 29, 12
Go for quantity


Thursday, November 29, 12
Whiteboards, notebooks


Thursday, November 29, 12
Prototype & Test


Thursday, November 29, 12
every prototype answers
            a question


Thursday, November 29, 12
prototypes have
                            semantic value


Thursday, November 29, 12
Iterate


Thursday, November 29, 12
Reality Bytes, 1


Thursday, November 29, 12
Welcome to Meebo


Thursday, November 29, 12
Project 1: Drag & Drop
                  to Share


Thursday, November 29, 12
Design process =
                             comfort blanket


Thursday, November 29, 12
Drew huge map of
                          process steps


Thursday, November 29, 12
Outlined...


Thursday, November 29, 12
...but wait.


Thursday, November 29, 12
You have two weeks


Thursday, November 29, 12
Tuesday: sketching with
           UI designer & PM


Thursday, November 29, 12
Wednesday: building
           quick-and-dirty HTML5
                 prototype

Thursday, November 29, 12
Thursday: recruited 3
             people to come in the
             next day on Craigslist

Thursday, November 29, 12
Friday: ran informal
                         usability study on
                             prototype

Thursday, November 29, 12
informal studies every
                    week after that


Thursday, November 29, 12
prototyping +
     observation + ideation +
     understanding + iteration

Thursday, November 29, 12
d. school values
                    embedded in hectic
                         process

Thursday, November 29, 12
Instagram’s Approach


Thursday, November 29, 12
burbn


Thursday, November 29, 12
Thursday, November 29, 12
note iPhone 2G
Thursday, November 29, 12
HTML5


Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
6 months (3 months just
       Kevin, then I joined)


Thursday, November 29, 12
wasn’t taking off


Thursday, November 29, 12
running out of time


Thursday, November 29, 12
how to apply design
                   thinking principles in
                     startup craziness

Thursday, November 29, 12
1. Draw on
                            experience and
                               previous
                            understanding
Thursday, November 29, 12
(where are you already a
            mini-expert)


Thursday, November 29, 12
Startups in search of a
                   problem


Thursday, November 29, 12
Years of background
                        thinking


Thursday, November 29, 12
Early obsessions


Thursday, November 29, 12
Identify blind spots


Thursday, November 29, 12
CrimeDesk SF


Thursday, November 29, 12
Thursday, November 29, 12
2. Have a hypothesis
       about how you’re
           different

Thursday, November 29, 12
(have a point of view)


Thursday, November 29, 12
why now?


Thursday, November 29, 12
Product mad libs


Thursday, November 29, 12
____ is ____; it does
            ____. Unlike ____, we
                    _____

Thursday, November 29, 12
inverting assumptions


Thursday, November 29, 12
“people share photos
                 privately, with their
                       friends”

Thursday, November 29, 12
“you need to launch on
           multiple platforms from
                  day one”

Thursday, November 29, 12
3. Never code before
         sketching


Thursday, November 29, 12
crossroads


Thursday, November 29, 12
Thursday, November 29, 12
design rubber ducky


Thursday, November 29, 12
entire features built &
                       thrown away


Thursday, November 29, 12
4. Learn in weeklong
          increments


Thursday, November 29, 12
Begins with a question


Thursday, November 29, 12
“will folks want to share
             photos on the go?”


Thursday, November 29, 12
“Can we build filters that
             look good?”


Thursday, November 29, 12
“Should we require a
                      location?”


Thursday, November 29, 12
“what are we going to
                learn this week?”


Thursday, November 29, 12
Thursday, November 29, 12
Tightly scoped, shipped
                 by Friday


Thursday, November 29, 12
Scotch


Thursday, November 29, 12
Right Design, but didn’t
          get the Design Right


Thursday, November 29, 12
5. Validate in social
                situations


Thursday, November 29, 12
the bar exam


Thursday, November 29, 12
photo by @holman, at Rickhouse
Thursday, November 29, 12
if you can’t explain it to
          the guy/girl at the bar...


Thursday, November 29, 12
simplify.


Thursday, November 29, 12
insights from casual
                      social observation


Thursday, November 29, 12
6. Quick Wizard-of-
           Oz techniques for
           social prototyping

Thursday, November 29, 12
prototyping a group invite
              feature


Thursday, November 29, 12
1. send out group invite
             through email


Thursday, November 29, 12
2. manually track
                              respondents


Thursday, November 29, 12
3. human-bot sends
                   updates to people


Thursday, November 29, 12
easy to throw away


Thursday, November 29, 12
7. Know when it’s
                   time move on


Thursday, November 29, 12
Are remaining questions
     unanswered with current
            product?

Thursday, November 29, 12
If no unanswered
       questions, time to move
                  on

Thursday, November 29, 12
8. Build and maintain
     constant stream of
    learning f/ audience

Thursday, November 29, 12
Our first hire: community
               manager


Thursday, November 29, 12
photo by @change_admin
Thursday, November 29, 12
apocryphal Henry Ford:
      “If I'd asked people what
      they wanted, they would
       have asked for a better
                 horse”
Thursday, November 29, 12
but sometimes your
           users are building cars
           out of old horse buggy
                   wheels

Thursday, November 29, 12
Going forward


Thursday, November 29, 12
How to apply d. thinking
         values into micro-
            processes?

Thursday, November 29, 12
Scope diverging
             moments into scoped
              chunks (eg 1 week)

Thursday, November 29, 12
Find rapid validation
                         opportunities


Thursday, November 29, 12
If you know what
        question you’re trying to
          answer, you’ll know
         when it’s time to move
                    on
Thursday, November 29, 12
design & engineering at
              Instagram
        mikeyk@instagram.com

Thursday, November 29, 12

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Mike Krieger, Instagram, Warm Gun 2012