Discover the best practices in rapid prototyping so you can test and validate your new product or service. Learn the best methodologies, tools and approaches to test a user's pains and gains.
18. Innovation Spectrum
CUSTOMER EXPERIENCE PRODUCT SYSTEM
Store of the future
Customer Service
Community of this or that
Uber for this or that
Xbox & Playstation
Uniqlo
Currency
Collaborative economy
Hyperloop
19. Amazon Innovation Spectrum
1-Click
Prime Membership
Dash Buttons
The Everything Store
Kindle
Amazon Studios
AWS
40 Jumbo Jets
Alexa
CUSTOMER EXPERIENCE PRODUCT SYSTEM
20. Apple Innovation Spectrum
Retail Stores
Packaging
Genius Bar
Siri
iTunes
Hardware Devices
OSX & iOS
Supply Chain
Swift Language
CUSTOMER EXPERIENCE PRODUCT SYSTEM
24. How do we create viable and profitable
products that users love?
25.
26. Does the customer desire the product?
It needs to be 10x better if the user is to change behaviour.
Do they miss it when it’s gone?
It needs to be so good it’s like going back to SD after seeing HD TV.
Do they want to tell someone about it?
Is it such a breakthrough that they want to be your advocate.
Don’t be Segway!
27.
28. Do we have the materials and tools we need?
Sometimes the technology does not exist.
How much will it cost to get a MVP live?
Be rigorous in understanding the true in/direct costs.
How long will it take?
Make a plan to be quick and efficient in releasing an MVP.
Don’t be the Apple Newton!
29.
30. How much are customers willing to pay?
Understand the delicate balance between price and function.
Have we removed all possible friction from purchase experience?
Do it like Uber. Remove the need to get out the wallet.
Is our product competitor-proof?
Create an offering of one. Be hard to compare with.
Don’t be Encarta!
$
33. EXPERTISE FOCUS AREA STAGE TOOLS USER TYPES MENTAL APPROACH
User Experience User Pains and Gains Problem Solution Fit
Prototypes &
Lean Value Proposition Canvas
Recruits Discovery
Product Management Viability Product Market Fit
Minimum Viable Product and Lean
Canvas
Early Adopters Validation
Marketing Traction and Profitability Distribution Conversion Fit Paid, Earned, Own Media Mass Audience Growth
34. VALIDATED
PROTOTYPES
20 + Users
Interview
Screened
Areas: Pains & Gains,
Solutions
20 + Users
In Person Testing
Screened
Areas: User Stories, User
Journeys
100 + Users
Survey
Screened
Areas: Motivations,
Behaviours, Pains &
Gains
QUANTITATIVE
RESEARCH
QUALITATIVE
RESEARCH
RAPID
PROTOTYPING
EXISTING & NON
CUSTOMERS
PATTERNS &
INSIGHTS
OPPORTUNITIES &
FEATURES
Pains and Gains Testing
37. Prototyping Essentials
DIRECT EXPERIENCE TEST AND LEARN COMPOUND EFFECT
We create approximations of product
ideas. These are then tested with
users who have a sensory
experience.
We don’t guess. We test all our ideas
with users. When a customer
experiences a prototype they provide
real-life feedback.
We test as many times as possible in
order to maximise learning. It starts
with pen and paper and ends in
clickable prototypes.
39. Why does it work?
HIGH FIDELITY FEEDBACK FAST ITERATION AHA MOMENT FOR ALL
Because the prototype feels close
enough to real life the user shifts into
giving un-biased feedback. They don’t
need to imagine anything.
Because we use low fidelity materials
such as pen, paper and stickie notes,
we can do a high number of
iterations. This allows us to solve
simple and complex problems.
Because clients are having a sensory
experience too, they are creating
deep understanding of user and their
needs. This is design for empathy.
43. Materials
Every workshop will have some custom
materials, here are the essentials for
each trolley per team;
• Black /White XL foam boards
• Post it notes: 4-6 colours
• Tape
• White board markers
• Pens
• Pencils
• Scissors
• Ruler
• String
• A5 Card
• A4 Paper
• Transparent plastic sheets A4
• String
• Paper clips
• Rubber bands
• Name stickers for guest customers
• Small coloured dot stickers
46. Types and Scenarios
DIAGNOSTIC
Interview
What was the most stressful part of
getting a mortgage?
Role Play
Let’s re-create the painful call to the
call the centre
Card Sorting
Take these 20 cards and rank them
from pleasant to stressful
experiences and tell us why
JOURNEY
Poster
Let’s test 5 different journeys for the
mortgage and discover which one is
the most appealing
Transaction
Let’s test the two very different ways
of asking for the loan information
Customer support
Let’s try customer calls with three
different scripts for the agent
EXPERIENCE
Onboarding
Let’s try a visual progress bar in the
app to make the experience more
transparent
Feature
Let’s try giving expert advice in the
chat interface
Product
Let’s try integrating the loan
calculator and chat in one
experience
52. LOW
HIGH
How to Avoid a Product that Nobody Wants
AMOUNT OF BEHAVIOUR
CHANGE REQUIRED
FAIL
QUICK-FIX
HARD WORK
INNOVATION
iPHONEXIAOMI
IRIDIUM, FIRE, KIN BLACKBERRY
LOW HIGH
USER BENEFITS
53. More Benefits, Less Change
Amount of Behaviour Change Required
Time
Money
Effort
Brain Cycles
Social Deviance
My Routine
User Benefits
Simplicity
Mobility
Affordability
More personal time
Wellness
Freedom
Higher performance
Fulfilment
Impact
55. Working with customers
GREETING CONTEXT
They’re human - say hello
Not the perfect person - not your
dream persona
They’re recruited
They need context
Direct experience - a similar
environment that engenders REAL
responses to products. It “feels-like”
it.
Where are they?
Time?
Constraints?
What’s their activity goal?
56. The team roster and playbook
THE SPRINT THE ROLES
Silent thinking
Share back
Evaluate & Decide
Assign roles
Create
Test: Stop. Action. Voice over.
Reflect
Repeat
Captain: Guarding of the destination
Facilitator: Helps the team make
breakthroughs via teaching
Host: Greets customers
Scribe: Captures the magic
Designer/Dev: brings the ideas to life