How Prototyping Helps You Design A Better Product www.sarahdoody.com
How Prototyping Helps You
Design A Better Product
@sa...
SARAH DOODY
• 14 years experience in UX at startups, large
companies, and running my own consultancy.
• Created and taught...
HERE’S WHAT WE’LL COVER
🤔 Why we must prototype

🛠 The prototyping process

🔮 Tips to prototype fast & furiously

💬 Q&A
www.bit.ly/thefamilyUX
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Why We Must Prototype
PART 1
How Prototyping Helps You Design A Better Product www.sarahdoody.com
FAKE IT UNTIL YOU
MAKE IT
How Prototyping Helps You Design A Better Product www.sarahdoody.com
But too often, teams
just MAKE IT.
How Prototyping Helps You Design A Better Product www.sarahdoody.com
THE MOTIVATION TO MAKE
SELL
SOMETHING
ATTRACT
INVESTO...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Do not get trapped doing
activities that provide a
fa...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
let’s make itidea
Product Development Timeline
• Expe...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
If you make it too soon
you’ll have to fake it later.
How Prototyping Helps You Design A Better Product www.sarahdoody.com
• Too many features lead to confused users
• No clear...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
SIGNS YOU BUILT TOO FAST
PRODUCT TEAM USERS
• Scope c...
• Faking it allows you to avoid a lot of risk to your product, team,
and users

• If you make it too soon, you’ll have a l...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
The Prototyping Process
PART 2
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Ever feel like you’re
playing a game of
Telephone?
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Too often, teams focus on
execution before defining an...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Get to know potential
users. Identify their pain
poin...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
RESEARCH
Goal

Understand the pain-points of the peop...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
SYNTHESIZE
Goal

Create a map of the new journey the ...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
The full
storyboard
shows the end
to end journey
from...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Based on the
storyboard,
the userflow
adds more
detail...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
CREATE
Goal

Develop a prototype that can be used to ...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Carrier
Jack Danielle Add new
Which child is missing?...
Reporting a missing child
Jack Danielle Add New
Provide some more details to help people find Jack.
Add
photos Edit
details...
Kinpoint Missing Child Alert
Alert DetailsClose
Jack is 5 years old, blonde hair, blue
eyes, 3’6” and 42 lbs. Last seen at...
Report a child as found
Provide some more details to help people find Jack.
Add
photos Edit
detailsLast
seen
We’ve sent a K...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Don’t re-invent the wheel.
Piece together existing to...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
EXAMPLE
Corporate event planning
& venue finding.
How Prototyping Helps You Design A Better Product www.sarahdoody.com
FIND OUT:
• Is our messaging right?

• Are we collect...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
TEST & TELL
Goal

Put the prototype to test. See if i...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
OTHER PROTOTYPING TIPS
• Set a feature list and stuck...
• Prototyping doesn’t start with screens, it starts with people

• Invest time early to identify the problem before you st...
Stop building,
and just start
prototyping.
YOU ACTION STEPS
Do a chat with your team: 

“Are we building too soon?"
Identi...
How Prototyping Helps You Design A Better Product www.sarahdoody.com
Want to learn more?
How Prototyping Helps You Design A Better Product www.sarahdoody.com
UX NOTEBOOK
Weekly UX newsletter filled with ideas,
ar...
www.bit.ly/thefamilyUX
How Prototyping Helps You Design A Better Product www.sarahdoody.com
SAY HELLO :)
@sarahdoody
sarah@sarahdoody.com
+
"Prototypes: Why You Must Fake It Before You Make It” by Sarah Doody, UX Wizard ✨
"Prototypes: Why You Must Fake It Before You Make It” by Sarah Doody, UX Wizard ✨
"Prototypes: Why You Must Fake It Before You Make It” by Sarah Doody, UX Wizard ✨
"Prototypes: Why You Must Fake It Before You Make It” by Sarah Doody, UX Wizard ✨
"Prototypes: Why You Must Fake It Before You Make It” by Sarah Doody, UX Wizard ✨
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"Prototypes: Why You Must Fake It Before You Make It” by Sarah Doody, UX Wizard ✨

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You think you have a great startup idea? Naturally the next step would be to build it asap, right? Wrong! Too many teams jump right into building without even validating their idea.

Then you end up with a finished product that has 1000 functionalities, but 0 use. 

This is why prototyping is crucial to building a product that people love. It helps you focus on the right details and avoid wasting precious time and money. ⚡️
Bottom line: you need to FAKE IT before you MAKE IT.

In this talk, Sarah will share:
- Why you shouldn’t build too fast & how to tell if you are
- A step-by-step guide to prototyping kick-ass products
- Best tips, tricks, & tools 

Sarah Doody is a Canadian born UX designer and product consultant based in NYC. She has worked with successful startups and Fortune 500 companies, and founded the popular weekly UX newsletter, The UX Notebook. Sarah is also very involved in UX education, having co-designed General Assembly’s UX program as well as an online course, User Research Mastery. More recently, Sarah self-published a UX notebook, How To Think Like A Designer.

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"Prototypes: Why You Must Fake It Before You Make It” by Sarah Doody, UX Wizard ✨

  1. 1. How Prototyping Helps You Design A Better Product www.sarahdoody.com How Prototyping Helps You Design A Better Product @sarahdoody Sarah Doody JUNE 7, 2017 sarah@sarahdoody.com +
  2. 2. SARAH DOODY • 14 years experience in UX at startups, large companies, and running my own consultancy. • Created and taught General Assembly’s first
 12-week UX immersive in 2011. • Founder of The UX Notebook, a weekly newsletter and a physical notebook for designers. • Involved in the UX industry through writing for various publications and teaching courses. • Also a marathoner, travel enthusiast, and Canadian.
  3. 3. HERE’S WHAT WE’LL COVER 🤔 Why we must prototype 🛠 The prototyping process 🔮 Tips to prototype fast & furiously 💬 Q&A
  4. 4. www.bit.ly/thefamilyUX
  5. 5. How Prototyping Helps You Design A Better Product www.sarahdoody.com Why We Must Prototype PART 1
  6. 6. How Prototyping Helps You Design A Better Product www.sarahdoody.com FAKE IT UNTIL YOU MAKE IT
  7. 7. How Prototyping Helps You Design A Better Product www.sarahdoody.com But too often, teams just MAKE IT.
  8. 8. How Prototyping Helps You Design A Better Product www.sarahdoody.com THE MOTIVATION TO MAKE SELL SOMETHING ATTRACT INVESTORS RECRUIT NEW TALENT BE THE FIRST TO MARKET FEELING OF PROGRESS
  9. 9. How Prototyping Helps You Design A Better Product www.sarahdoody.com Do not get trapped doing activities that provide a false sense of progress.
  10. 10. How Prototyping Helps You Design A Better Product www.sarahdoody.com let’s make itidea Product Development Timeline • Expensive • Time consuming • Hard to turn back • Lots of uncertainty • Risk • High cost to change • Emotionally invested • Finish line in sight • Ego
  11. 11. How Prototyping Helps You Design A Better Product www.sarahdoody.com If you make it too soon you’ll have to fake it later.
  12. 12. How Prototyping Helps You Design A Better Product www.sarahdoody.com • Too many features lead to confused users • No clear use case; no “sticky” moment • Slow growth … or no growth • Extra marketing effort to explain the product • Expensive & exhausting • Doesn’t end well! RISKS OF BUILDING TOO FAST
  13. 13. How Prototyping Helps You Design A Better Product www.sarahdoody.com SIGNS YOU BUILT TOO FAST PRODUCT TEAM USERS • Scope creep • Extended timeline • Over budget • Scope reduction • Chasing tasks • Burn out • Declining passion • Growing frustration • Confusing ux • Slow adoption • No adoption • No word of mouth
  14. 14. • Faking it allows you to avoid a lot of risk to your product, team, and users
 • If you make it too soon, you’ll have a lot of explaining to do later
 • Don’t fall into the trap of doing things that provide a false sense of progress
 • Real progress is about smart validation, not volume of output RECAP
  15. 15. How Prototyping Helps You Design A Better Product www.sarahdoody.com The Prototyping Process PART 2
  16. 16. How Prototyping Helps You Design A Better Product www.sarahdoody.com Ever feel like you’re playing a game of Telephone?
  17. 17. How Prototyping Helps You Design A Better Product www.sarahdoody.com Too often, teams focus on execution before defining and testing a product opportunity or value proposition.
  18. 18. How Prototyping Helps You Design A Better Product www.sarahdoody.com Get to know potential users. Identify their pain points. Dig deep and find the problems they can’t even see. RESEARCH PROTOTYPING PROCESS CREATE TEST & TELLSYNTHESIZE Map the user’s journey. Show how they go from problem to solution. Use the map to keep your team in sync. Make the prototype. Consider the audience and what level of fidelity is necessary for the prototype. Put it to test. Take it back to the people you talked to and test, test test. Share your insights and iterate.
  19. 19. How Prototyping Helps You Design A Better Product www.sarahdoody.com RESEARCH Goal
 Understand the pain-points of the people who you are building the product for. Know how they are currently solving this problem. Methods & Tips • One on one conversations • Round-table discussions • Articles & blogs • Search social media like crazy • Do it person so they can tell & show you how they solve the problem now • Record conversations, take pictures, collect artifacts where possible • If already in market, talk to key internal stakeholders
  20. 20. How Prototyping Helps You Design A Better Product www.sarahdoody.com SYNTHESIZE Goal
 Create a map of the new journey the user should have and how the product will fit into that journey. Methods & Tips • Storyboarding • Do not start with screens • A sketch is an aid for communication, not an art project. • Do not start with screens, focus on the user’s journey • Then, identify where screens fit into the journey
  21. 21. How Prototyping Helps You Design A Better Product www.sarahdoody.com The full storyboard shows the end to end journey from problem to solution.
  22. 22. How Prototyping Helps You Design A Better Product www.sarahdoody.com Based on the storyboard, the userflow adds more detail around key screens & actions in the app.
  23. 23. How Prototyping Helps You Design A Better Product www.sarahdoody.com CREATE Goal
 Develop a prototype that can be used to test the key problem you set out to solve for the user. Methods & Tips • Consider the context • Understand the audience • Identify its end usage • Establish the fidelity of the design • List a set of features & stick to it. • Agree on number of screens and key tasks it should represent • Use real content where possible • Choose your prototyping tool wisely & make it work for you
  24. 24. How Prototyping Helps You Design A Better Product www.sarahdoody.com Carrier Jack Danielle Add new Which child is missing? Carrier We've sent a KinPoint alert to park guests and employees to let them know Jack is missing. What's Next 1. Stay where you are incase Jack finds his way back to you. 2. A Disney rep is on their way to your Add photos Edit details Cancel Alert Improve Jack's alert page by adding photos and details: Carrier Kinpoint Missing Child Alert Jack, a 5 year old boy, has been reported missing at Disney. Last seen at Rainforest Cafe in Downtown Disney. Jack has blonde hair and blue eyes. Close View details Carrier Jack Last seen in Downtown Disney at the Rainforest Cafe, less than 500 feet from you. Report Jack As Found Carrier We've let Jack's parents know your location. It's important that you stay where you are until Jack's parents reach you. Help everyone feel at ease. Call or FaceTime Jack's parents so he can let them know he's ok. Call FaceTime Carrier We've sent a KinPoint alert to park guests and employees to let them know Jack is missing. What's Next 1. Stay where you are incase Jack finds his way back to you. 2. A Disney rep is on their way to your location to offer support and answer any questions. 3. Turn the volume up on your phone so you don't miss the notification when Jack is found. KinPoint Alert Someone reported they've found Jack! To view their location and make contact with them view the Close View details Carrier Confirm Jack as reunited Someone's reported they found Jack! You should make your way to Jack and the person who found him. Here is Jack's location: Call FaceTime Call or FaceTime the person who has Jack to make contact and put Jack at ease. Carrier Kinpoint Missing Child Update The alert for missing child Jack has been cancelled. His parents have confirmed that they have been reunited with him. Thanks for your help! Dismiss Report missing Next steps Alert to park goers Alert details Found, next steps Found alert to parents Found details Found alert to park goers
  25. 25. Reporting a missing child Jack Danielle Add New Provide some more details to help people find Jack. Add photos Edit detailsLast seen We’ve sent a KinPoint alter to employees and park guests. We’ve also dispatched an employee to your location to support you and answer any questions. Please, stay where you are incase Jack makes his way back to you. Missing child alert is triggered with just one tap. Kinpoint Missing Child Alert Alert DetailsClose Jack is 5 years old, blonde hair, blue eyes, 3’6” and 42 lbs. Last seen at Rainforest Cafe in Downtown Disney. View: Parents View: Park Goers View: Parents 1 2 3 1 On confirmation screen, parents can add more information such as photos, last location, and details about the child. Park goers & employees are alerted via push notification. Possibly consider text messages as well. 2 3 The Browns have just realized Jack is missing!!
  26. 26. Kinpoint Missing Child Alert Alert DetailsClose Jack is 5 years old, blonde hair, blue eyes, 3’6” and 42 lbs. Last seen at Rainforest Cafe in Downtown Disney. MISSING Jack Brown 3 years old blonde hair blue eyes Last seen at Rainforest Cafe, Downtown Disney Photos Details I found the child Alert issued at 2:05pm Saturday, October 26 2013 Name Age Height Weight Jack Brown 5 years old 3’ 6” 42 pounds Identifying features Wears dark rimmed glasses Photos Details I found the child Photos Details I found the child Alerting park goers of missing child Photos tab Details tabView: Park Goers View: Park Goers Jack is likely on foot & can’t travel far. Therefore location is extremely important. The goal of the alert detail screen is to give people a photo of Jack and context between Jack’s location and their location in the park. Addition photos and details are accessible from tabs below the map. Kelly is at Disney and receives a KinPoint alert
  27. 27. Report a child as found Provide some more details to help people find Jack. Add photos Edit detailsLast seen We’ve sent a KinPoint alter to employees and park guests. We’ve also dispatched an employee to your location to support you and answer any questions. Please, stay where you are incase Jack makes his way back to you. KinPoint Alert View DetailsClose Someone reported they’ve found Jack! To view the location and make contact with them click to view the alert details. Someone has reported they found Jack! Please make your way to Jack and the person who found him are waiting. Here is their location: YOU Jack is 0.15 miles from you Call or Facetime Jack to help put him at ease. Place call Once reunited, confirm Jack is found Facetime When the finder reports child as found, a confirmation screen provides further information and options to call or Facetime the child’s parents. The detail screen for parents shows a map to the child’s location with options to call or Facetime. View: Park Goers View: Parents View: Parents We let Jack’s parents know your location, they’re on their way. Please stay where you are until Jack’s parents reach you. YOU Jack’s parents are 0.15 miles from you. Call or Facetime Jack’s parents to help put everyone at ease. Place call Facetime 1 1 2 3 Parents are alerted by a push notification. Also consider text messaging. 2 4 3 4 When parents confirm child as found, an alert goes out canceling the missing child notice.
  28. 28. How Prototyping Helps You Design A Better Product www.sarahdoody.com Don’t re-invent the wheel. Piece together existing tools to simulate your product before you invest time and money. TIP
  29. 29. How Prototyping Helps You Design A Better Product www.sarahdoody.com EXAMPLE Corporate event planning & venue finding.
  30. 30. How Prototyping Helps You Design A Better Product www.sarahdoody.com FIND OUT: • Is our messaging right? • Are we collecting enough information? • What questions does customer have? • How long is the process? • What makes a customer buy? • What price points convert best? • What works? • What doesn’t work?
  31. 31. How Prototyping Helps You Design A Better Product www.sarahdoody.com TEST & TELL Goal
 Put the prototype to test. See if it solves the problem you set out to solve. Test with original interviewees & new participants. Methods & Tips • Keep it simple, mirrored rooms not necessary! • Make it a conversation, not a test • Start high level with reactions, then get into specific tests for tasks • Record all of this if possible • Identify common themes. Iterate. Repeat.
  32. 32. How Prototyping Helps You Design A Better Product www.sarahdoody.com OTHER PROTOTYPING TIPS • Set a feature list and stuck to it. Don’t fall victim to feature creep • Set a time limit and stick to it. Force yourself to work fast • Be very careful with motion & animations • Don’t worry about technical requirements • Have regular checkins, don’t create in a silo • Use the storyboard & user journey as an anchor, a thesis
  33. 33. • Prototyping doesn’t start with screens, it starts with people
 • Invest time early to identify the problem before you start on the solution
 • Don’t get tempted by feature creep, create a prototype focused on a specific problem
 • Consider the context and create with that in mind. 
 • Set a deadline and stick to it. Hyper-collaborate. RECAP
  34. 34. Stop building, and just start prototyping. YOU ACTION STEPS Do a chat with your team: 
 “Are we building too soon?" Identify 1 thing you could prototype 
 next week. Commit to creating the prototype, testing it, and learning from it — next week. Go through the prototyping process
 (slide 23)
  35. 35. How Prototyping Helps You Design A Better Product www.sarahdoody.com Want to learn more?
  36. 36. How Prototyping Helps You Design A Better Product www.sarahdoody.com UX NOTEBOOK Weekly UX newsletter filled with ideas, articles, and activities to help you think like a designer. www.theuxnotebook.com💌
  37. 37. www.bit.ly/thefamilyUX
  38. 38. How Prototyping Helps You Design A Better Product www.sarahdoody.com SAY HELLO :) @sarahdoody sarah@sarahdoody.com +

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