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Prototyping Your Experiences

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Chris Luomanen, Thing Tank LLC

How can we understand disruptive experiences, that nobody has tried yet, because we just invented them? You could ask users to guess what they think they would think. Or you could find a way to bring key aspects of that experience to life for users as quickly and cheaply as possible. This talk will cover why we build experience prototypes, and how to figure out what experience prototypes might help you to develop your product or service.

Publié dans : Business
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Prototyping Your Experiences

  1. 1. 1PAGEPROTOTYPING EXPERIENCES // Kiba Case Study PROTOTYPING EXPERIENCES Exploring Disruptive User Experiences Before You Build Them
  2. 2. 2PAGE Design Research is a hunt for clues about what to make. PROTOTYPING EXPERIENCES // Kiba Case Study
  3. 3. 3PAGE One of our tools is asking questions. PROTOTYPING EXPERIENCES // Kiba Case Study
  4. 4. 4PAGE What kind of yak would you like to ride? PROTOTYPING EXPERIENCES // Kiba Case Study
  5. 5. 5PAGE Iride allofthe tim e Iride once in a w hile Irode once I’ve seen others ride yaks I’ve heard aboutriding yaks W hat? DEPTH OF EXPERIENCE VERYEXPERIENCED TOTALLYUNAWARE N everheard ofit, butIunderstand w hatitm eans. EXPERIENCE LEVEL How much yak riding experience do you have? PROTOTYPING EXPERIENCES // Kiba Case Study
  6. 6. 6PAGE DEPTH OF EXPERIENCE VERYEXPERIENCED TOTALLYUNAWARE Iride allofthe tim e Iride once in a w hile Irode once I’ve seen others ride yaks I’ve heard aboutriding yaks W hat? N everheard ofit, butIunderstand w hatitm eans. EXPERIENCE LEVEL How much yak riding experience do you have? PROTOTYPING EXPERIENCES // Kiba Case Study
  7. 7. 7PAGE DEPTH OF EXPERIENCE NOVICE VERYEXPERIENCED TOTALLYUNAWARE “Do you prefer to ride your yak bare back,or with a saddle?” -Question for a Novice Iride allofthe tim e Iride once in a w hile Irode once I’ve seen others ride yaks I’ve heard aboutriding yaks W hat? N everheard ofit, butIunderstand w hatitm eans. EXPERIENCE LEVEL How much yak riding experience do you have? PROTOTYPING EXPERIENCES // Kiba Case Study
  8. 8. 8PAGE Ithappens all ofthe tim e Ithappens once in a w hile Ithappened once I’ve seen it happen I’ve heard aboutit W hat? DEPTH OF EXPERIENCE NOVICE VERYEXPERIENCED TOTALLYUNAWARE }Noise “Do you prefer to ride your yak bare back,or with a saddle?” -Question for a Novice N everheard ofit, butIunderstand w hatitm eans. EXPERIENCE LEVEL How much yak riding experience do you have? PROTOTYPING EXPERIENCES // Kiba Case Study
  9. 9. 9PAGE DEPTH OF EXPERIENCE POTENTIAL CUSTOMER VERYEXPERIENCED TOTALLYUNAWARE “Do you think you’d ever try riding a yak?” -Question for a potential customer Iride allofthe tim e Iride once in a w hile Irode once I’ve seen others ride yaks I’ve heard aboutriding yaks W hat? N everheard ofit, butIunderstand w hatitm eans. EXPERIENCE LEVEL How much yak riding experience do you have? PROTOTYPING EXPERIENCES // Kiba Case Study
  10. 10. 10PAGE DEPTH OF EXPERIENCE POTENTIAL CUSTOMER VERYEXPERIENCED TOTALLYUNAWARE “Do you think you’d ever try riding a yak?” -Question for a potential customer }Noise Iride allofthe tim e Iride once in a w hile Irode once I’ve seen others ride yaks I’ve heard aboutriding yaks W hat? N everheard ofit, butIunderstand w hatitm eans. EXPERIENCE LEVEL How much yak riding experience do you have? PROTOTYPING EXPERIENCES // Kiba Case Study
  11. 11. 11PAGE EXPERIENCE LEVEL How much yak riding experience do you have? DEPTH OF EXPERIENCE VERYEXPERIENCED TOTALLYUNAWARE NOVICE EXPERT BEGINNER CURIOUS AWARE POTENTIAL CUSTOMER Iride allofthe tim e Iride once in a w hile Irode once I’ve seen others ride yaks I’ve heard aboutriding yaks N everheard ofit, butIunderstand w hatitm eans. W hat? PROTOTYPING EXPERIENCES // Kiba Case Study
  12. 12. 12PAGE Where does that leave disruptive experiences that nobody has experienced yet? PROTOTYPING EXPERIENCES // Kiba Case Study
  13. 13. 13PAGE How can we understand which experiences are desirable… …before we make huge investments in making them feasible? PROTOTYPING EXPERIENCES // Kiba Case Study
  14. 14. 14PAGE If the question you want to ask requires more depth of experience… …experience prototyping might be right for you. PROTOTYPING EXPERIENCES // Kiba Case Study
  15. 15. 15PAGE An Experience Prototype tries to bring key aspects of an experience to life, without having to create every aspect of the experience. PROTOTYPING EXPERIENCES // Kiba Case Study
  16. 16. 16PAGE A mechanical turk can tell you how people feel about a machine that plays chess, without having to make a machine that plays chess. PROTOTYPING EXPERIENCES // Kiba Case Study
  17. 17. 17PAGE Rough storyboards can help people understand the broad strokes of what the experience might be like. PROTOTYPING EXPERIENCES // Kiba Case Study
  18. 18. 18PAGE Better resolved storyboards bring more detail and tighter storytelling to the concepts. PROTOTYPING EXPERIENCES // Kiba Case Study
  19. 19. 19PAGE But at some point, the depth of experience you need requires an immersive prototype. That’s when things get really interesting. PROTOTYPING EXPERIENCES // Kiba Case Study
  20. 20. 20PAGE Im agining MOSTRESOLUTION LEASTRESOLUTION ExplainingA cting itO ut D raw ing a picture M aking a Q uick VideoH aving som eone else try an aspectofyourexperience M aking a Storyboard MORE EXPENSIVE AND TIME CONSUMING Building Resolution …but just enough H aving som eone else try m ultiple aspects ofyourexperience Trying youractualproduct PROTOTYPING EXPERIENCES // Kiba Case Study
  21. 21. 21PAGEPROTOTYPING EXPERIENCES // Kiba Case Study
  22. 22. 22PAGE Kiba TARGET EXPERIENCE A camera is capturing what is happening in your house A computer is looking at the feeds from the camera, and finding the “best clips.” The “best clips” are sent to you in a feed, for you to watch. You cannot imagine how you lived without such a device. Become a Vida evangelist. Kiba captures and curates life’s big little moments. PROTOTYPING EXPERIENCES // Kiba Case Study
  23. 23. 23PAGE KIBA TARGET EXPERIENCE A camera is capturing what is happening in your house A computer is looking at the feeds from the camera, and finding the “best clips.” The “best clips” are sent to you in a feed, for you to watch. You cannot imagine how you lived without such a device. Become a Vida evangelist. Does anything worth watching happen in your house? What are the clips that users want to see? How much of what is happening is interesting? Why? When and how do you want to consume those clips? Do you want to share them? What are the high level take aways when people see their own lives in a new way? FUNDAMENTAL QUESTIONS PROTOTYPING EXPERIENCES // Kiba Case Study
  24. 24. 24PAGE A camera is capturing what is happening in your house A computer is looking at the feeds from the camera, and finding the “best clips.” You cannot imagine how you lived without such a device. Become a Vida evangelist. CAMERA THAT WE CAN ACCESS REMOTELY ALGORYTHMS THAT CAN IDENTIFY “BIG, LITTLE MOMENTS A “FEED” OF VIDEOS. TECHNICAL HURDLES CUSTOM HARDWARE UNDERSTAND TARGETS, AND CREATE SOFTWARE THAT FINDS THEM. CUSTOM UX, SOFTWARE AND THE SERVERS TO RUN IT. The “best clips” are sent to you in a feed, for you to watch. KIBA TARGET EXPERIENCE PROTOTYPING EXPERIENCES // Kiba Case Study
  25. 25. 25PAGE How can we understand which experiences are desirable… …before we make huge investments in making them feasible? PROTOTYPING EXPERIENCES // Kiba Case Study
  26. 26. 26PAGE A camera is capturing what is happening in your house A computer is looking at the feeds from the camera, and finding the “best clips.” You cannot imagine how you lived without such a device. Become a Vida evangelist. CAMERA THAT WE CAN ACCESS REMOTELY ALGORITHMS THAT CAN IDENTIFY “BIG, LITTLE MOMENTS A “FEED” OF VIDEOS. WORK AROUNDS DROPCAM HUMANS LOOKING A LOTS OF VIDEO INSTAGRAM The “best clips” are sent to you in a feed, for you to watch. KIBA TARGET EXPERIENCE PROTOTYPING EXPERIENCES // Kiba Case Study
  27. 27. 27PAGE Recruitvia personal connections and C raig’s List DEPTH OF EXPERIENCE W e return to w atch the m ostinteresting videos from their feed and talk about the experience D eploy cam eras and discuss w hat users anticipate U sers experience feeds for10 days. Team members watch ALL of the video, extract clips and update the feeds manually KIBA EXPERIENCE PROTOTYPE PROTOTYPING EXPERIENCES // Kiba Case Study
  28. 28. 28PAGE QUESTION ANSWER Did anything happen in people’s homes? YES! We saw lots of things happening. But what outsiders thought was interesting, and what users found interesting were different! Context is king. PROTOTYPING EXPERIENCES // Kiba Case Study
  29. 29. 29PAGE QUESTION ANSWER What clips did people want to see? How much of what is happening is interesting? Why? The clips people found interesting were intensely personal. They weren’t funny cat videos—they’re videos of my cats, and only I really get why this is funny. PROTOTYPING EXPERIENCES // Kiba Case Study
  30. 30. 30PAGE QUESTION ANSWER When and how do you want to consume those clips? Do you want to share them? There’s not as much happening, compared to social media. So the watching behavior is different. And the audience is a lot smaller. PROTOTYPING EXPERIENCES // Kiba Case Study
  31. 31. 31PAGE QUESTION ANSWER What are the high level take aways when people see their own lives in a new way? Privacy is not having to exert the energy to keep up appearances. Security just means I don’t have a reason to distrust you yet. PROTOTYPING EXPERIENCES // Kiba Case Study
  32. 32. 32PAGE QUESTION ANSWER What are the high level take aways when people see their own lives in a new way? Everybody is worried about the potential for spying. Everybody does some spying. PROTOTYPING EXPERIENCES // Kiba Case Study
  33. 33. 33PAGE A camera is capturing what is happening in your house A computer is looking at the feeds from the camera, and finding the “best clips.” The “best clips” are sent to you in a feed, for you to watch. You cannot imagine how you lived without such a device. Become a Vida evangelist. Exploring experience imperfectly informs the development of a more perfect experience KIBA TARGET EXPERIENCE PROTOTYPING EXPERIENCES // Kiba Case Study
  34. 34. 34PAGE What questions should you be asking? PROTOTYPING EXPERIENCES // Kiba Case Study
  35. 35. 35PAGE Ground Rules: Generative session: only add, don’t argue Build on the ideas of others: not an originality contest! Probe the nuances. Go for quantity: if it doesn’t hurt, it’s not working Set up: Whiteboard, Team Members, One Hour PROTOTYPING EXPERIENCES // Kiba Case Study
  36. 36. 36PAGE What are your guiding hypotheses: why and how might your product find a niche in people’s lives? How will it get their attention? Why will people care? These are the things you WANT people to say about you. (20 min) PROTOTYPING EXPERIENCES // Kiba Case Study
  37. 37. 37PAGE What are your dreaded hypotheses: how and why might your product fail to fit into people’s lives? Why might they lose interest? Why would they NOT care? These are the things you are AFRAID people might say about you. (20 min) PROTOTYPING EXPERIENCES // Kiba Case Study
  38. 38. 38PAGE How well do you think you understand these hypotheses? Which have you investigated? How much do you trust the results? PUT A CIRCLE IN FRONT OF EACH HYPOTHESIS THAT IS NOT WELL UNDERSTOOD. (5 min) PROTOTYPING EXPERIENCES // Kiba Case Study
  39. 39. 39PAGE What are the most pivotal positive and negative hypotheses to investigate, from a customer experience standpoint? PUT AN X IN FRONT OF EACH HYPOTHESIS THAT IS CRUCIAL TO YOUR CUSTOMER EXPERIENCE. (5 min) PROTOTYPING EXPERIENCES // Kiba Case Study
  40. 40. 40PAGE Everything that has an X AND an O in front of it needs investigation! How could you investigate those hypotheses? PROTOTYPING EXPERIENCES // Kiba Case Study
  41. 41. 41PAGE Imagine a world where you can do anything you want. What would your experiments look like? Then bring it back to reality; what could a doable version of that experiment look like? How can you bring the key aspects to life as quickly and cheaply as possible? PROTOTYPING EXPERIENCES // Kiba Case Study
  42. 42. 42PAGE www.getkiba.com chris@thing-tank.com PROTOTYPING EXPERIENCES // Kiba Case Study

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