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Build Better Products | Jeremy Bell

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PT Toronto #15: Jeremy Bell (VP Design, Connected Lab) shares his talk “Build Better Products."

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Build Better Products | Jeremy Bell

  1. 1. Hello Connected Lab
  2. 2. Jeremy Bell VP, Design Connected Lab
  3. 3. MAKE HARDWARE EASY WE TRIED TO
  4. 4. ONLINE TOOLS & MARKETPLACE DIGITAL FABRICATION & MODULAR COMPONENTS SHIPPED TO CUSTOMERS 8
  5. 5. 9
  6. 6. Plug & Play Extensible Architecture Arduino Compatible Open Source
  7. 7. 11 Podcast Radio Prototype
  8. 8. Yes,that’sme
  9. 9. Build Better Products
  10. 10. Build Better Products
  11. 11. First things first. What is a “product”?
  12. 12. Products are not just a collection of features
  13. 13. A product is something that satisfies a want or need.
  14. 14. Jobs to be Done
  15. 15. Clayton Christensen
  16. 16. Customers rarely make buying decisions around what the “average” customer in their category may do. They often buy things because they find themselves with a problem they would like to solve. Jobs to be Done
  17. 17. With an understanding of the “job” for which customers find themselves “hiring” a product or service for, companies can more accurately develop and market products well-tailored to what customers are trying to do. Jobs to be Done
  18. 18. People “hire” products to do a “job”.
  19. 19. Table of Contents 1. About Connected Lab 2. About Connected Lab 3. About Connected Lab 4. About Connected Lab 5. About Connected Lab BILL BOWERMAN
  20. 20. 1. Decorated WWII veteran 2. Football and track coach 3. U.S. Olympic track coach 4. Self-taught cobbler 5. All-around mad scientist Bill was a badass
  21. 21. Adidas Rekord 1960
  22. 22. Kenny Moore Prototype
  23. 23. The Nike Cortez (1972)
  24. 24. The Nike Cortez (1972)
  25. 25. Urethane prototypes
  26. 26. Nike Waffle Trainer (1974)
  27. 27. What job is your product hired to do? Continue to ask yourself:
  28. 28. Build Better Products
  29. 29. Build Better Products
  30. 30. Being “better” is entirely contextual.
  31. 31. Better than who? Better at what?
  32. 32. Better priced? Better designed? Better engineered? …
  33. 33. Better at satisfying the jobs to be done.
  34. 34. “Great artists steal”Steve Jobs — Pablo Picasso
  35. 35. “If I have seen further, “If I have seen further, it is by 
 standing on the shoulders of giants.” — Sir Isaac Newton
  36. 36. Understand how competitors satisfy the JTBD, and get on their shoulders.
  37. 37. The only way to understand the competition, is to live with it.
  38. 38. 20+ CUSTOMER INTERVIEWS
  39. 39. Add time & budget in your project to live with the competition.
  40. 40. How much better?
  41. 41. You have to aim for 
 10× Better
  42. 42. Great
  43. 43. 10×
  44. 44. Why 10×?
  45. 45. 1. Products can’t be just “good enough”.
  46. 46. 2. Lack of motion kills.
  47. 47. BlackBerry smartphone sales by year (MM) 15 30 45 60 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 BlackBerry falls to 0.0% market share
  48. 48. 3. Competition spawns rapidly.
  49. 49. 962 companies
  50. 50. WhatsApp - Sold to Facebook for $16 billion - 450 million users - 32 engineers Instagram - Sold to Facebook for $1 billion - 30 million users - 13 employees
  51. 51. How do you achieve 10×?
  52. 52. Leverage technology to gain a 10× advantage
  53. 53. 1. Have designers & engineers working closely together, from the start of the project.
  54. 54. 2. Foster a culture of experimentation and sharing.
  55. 55. 3. Deliberate practice time 
 (take practice vacations).
  56. 56. 4. Move fast, and build things.
  57. 57. Build Better Products
  58. 58. Build Better Products
  59. 59. Design Engineering The product development lifecycle Need ShippedSolution Discover and validate 
 before major investments Write, test & ship 
 production code Business context research Customer-focused research Technical research Concept development Validation testing Prototyping Solution architecture Strategic planning Agile development Quality assurance Product design User testing Analytics tooling Product launch Beta release Continuous delivery Product road mapping
  60. 60. Each project is unique. Each client is different.
  61. 61. There is 
 no single process 
 to ship a product.
  62. 62. Instead, you need 
 to follow a playbook
  63. 63. What are your plays?
  64. 64. Connected Lab Playbook v1.0
  65. 65. Playbook V1.0 About the Playbook The Connected Playbook is a set of cards that describe key activities in Connected Lab’s product development approach. By mapping out these activities using the cards, teams are able to plan and discuss how to develop products from start to finish.
  66. 66. Types of cards Plays Plays represent the high-level steps that occur during a project. 
 
 Plays are marked with the suggested project phase (Immerse, Define, Build, Release) and can be given greater detail by playing subsidiary Activity cards.
  67. 67. PLAY V 1.0V 1.0 Immerse Research Planning & Logistics Develop a clear plan for research acitvities that documents key research objectives, target customers, and research methods. Includes details on logisitics for interview recruitment and compensation. This plan is shared with clients to ensure alignment on objectives and outcomes. PLAY V 1.0V 1.0 Define Concept Generation Design and explore possible solutions that address pain points and challenges or exploit unqiue insights and research discoveries. PLAY V 1.0V 1.0 Build Enablement A transitional phase where Connected Lab practitioners are embedded with client teams in order to transfer knowledge about the product and our development methodologies. PLAY V 1.0V 1.0 Release Product Launch Release a full, public-facing version of your product, enabling customers to gain value immediately. This is best done when validation has been completed and a wider release has been derisked. 21
  68. 68. Milestones Milestones represent key events, check-ins, 
 or meetings within a project. 
 
 Milestones don’t have associated project phases, allowing them to be used wherever needed. Types of cards
  69. 69. An in-person demonstration of the working-code version of a product or service, along with a presentation of the technology and overall design philosophy. MILESTONE Live Demo V 1.0 A presentation of new findings, customer needs & insights, potential new business drivers, and other learnings gathered from in-field and secondary research. MILESTONE Insight & Opportunity Presentation V 1.0 A presentation of design frameworks, solution maps, and refined design & technology concepts addressing a particular audience, business goal, and/or technical space. MILESTONE Concept Review Presentation V 1.0 The core plan for conveying the strategic direction of the product. This is the guiding document containing prioritized product features to be designed & developed during the Build phase. MILESTONE Product Roadmap V 1.0 A meeting to align internal stakeholders and the Connected Lab team. This meeting should cover business goals, existing technologies, and known information about end- MILESTONE Project Kickoff V 1.0 Packaging all artifacts (code, designs, interviews, research) for transfer to the client, a new team, or for the kickoff of a future phase of the project. MILESTONE Project Handoff V 1.0 An in-person demonstration of the working-code version of a product or service, along with a presentation of the technology and overall design philosophy. MILESTONE Live Demo V 1.0 A presentation of new findings, customer needs & insights, potential new business drivers, and other learnings gathered from in-field and secondary research. MILESTONE Insight & Opportunity Presentation V 1.0 A presentation of design frameworks, solution maps, and refined design & technology concepts addressing a particular audience, business goal, and/or technical space. MILESTONE Concept Review Presentation V 1.0 The core plan for conveying the strategic direction of the product. This is the guiding document containing prioritized product features to be designed & developed during the Build phase. MILESTONE Product Roadmap V 1.0 A meeting to align internal stakeholders and the Connected Lab team. This meeting should cover business goals, existing technologies, and known information about end- MILESTONE Project Kickoff V 1.0 Packaging all artifacts (code, designs, interviews, research) for transfer to the client, a new team, or for the kickoff of a future phase of the project. MILESTONE Project Handoff V 1.0 An in-person demonstration of the working-code version of a product or service, along with a presentation of the technology and overall design philosophy. MILESTONE Live Demo V 1.0 A presentation of new findings, customer needs & insights, potential new business drivers, and other learnings gathered from in-field and secondary research. MILESTONE Insight & Opportunity Presentation V 1.0 A presentation of design frameworks, solution maps, and refined design & technology concepts addressing a particular audience, business goal, and/or technical space. MILESTONE Concept Review Presentation V 1.0 The core plan for conveying the strategic direction of the product. This is the guiding document containing prioritized product features to be designed & developed during the Build phase. MILESTONE Product Roadmap V 1.0 MILESTONE V 1.0 MILESTONE V 1.0 of a product or service, along with a presentation of the technology and overall design philosophy. potential new business drivers, and other learnings gathered from in-field and secondary research. A presentation of design frameworks, solution maps, and refined design & technology concepts addressing a particular audience, business goal, and/or technical space. MILESTONE Concept Review Presentation V 1.0 The core plan for conveying the strategic direction of the product. This is the guiding document containing prioritized product features to be designed & developed during the Build phase. MILESTONE Product Roadmap V 1.0 A meeting to align internal stakeholders and the Connected Lab team. This meeting should cover business goals, existing technologies, and known information about end- users. At the end of the meeting, a working definition of project success should be agreed upon by all parties. MILESTONE Project Kickoff V 1.0 Packaging all artifacts (code, designs, interviews, research) for transfer to the client, a new team, or for the kickoff of a future phase of the project. MILESTONE Project Handoff V 1.0 6
  70. 70. Activities Activities are the specific methods, techniques, or tactics that a team might choose to conduct within the Plays. 
 
 Like the Plays, each Activity corresponds to a project phase and in many cases fits neatly as “child” to certain Plays, although this relationship isn’t hard-coded. Types of cards
  71. 71. ACTIVITY V 1.0 Observational Research Research that is conducted directly in the field, in the user’s home, workplace, or natural environment, to understand how they naturally behave, and interact with products and people. It provides a clear picture of a user’s context and indetifies opportunities for improvment that are based on what they actually do, not just waht they say they do. Customer insights, pain points and areas of opportunity Output Immerse ACTIVITY V 1.0 Solution Model Definition We research user flows, to better understand the overall app experience. Then we define the UML diagram of system elements & any relationships between. This identifies build needs & helps with feature estimation & total scope. A plan for implementation & testing Output Define ACTIVITY V 1.0 Backlog Refinement A regulularly occuring acitivity or meeting where the product manager, team, and possibly the client review the items on the backlog to ensure it contains the right items in a prioirtized sequence. They may remove unnessisary items, create new items, re-order, adjust effort estimations, or even split up items. Cleaned up and prepared top of backlog Output Build ACTIVITY V 1.0 Multi-Variate Testing Testing 2 or more variables in a draft (prototype) or live setting with users to see which one is preferred or performs more optimally at achieving its purpose/goal to help formulate a clear next step Results from testing variables to inform decision making Output Release 50
  72. 72. Decision Points Decision Point card calls out a point in the project where there are multiple options or directions to consider before proceeding. These are typically applied to milestones. Types of cards
  73. 73. Iteration Cycles Iteration Cycle cards are used to indicate that a cycle of Plays and Activities should be repeated. One is placed at the beginning of the sequence of plays and the other at the end. Types of cards
  74. 74. How to use them
  75. 75. Playing The cards are designed to be “played” on a table, laid out in the sequence that they will be executed during a project. 
 
 This usually starts with the most high-level activities (“Plays”) and then drills down into more detailed activities (“Activities”).
  76. 76. Assemble your team 1
  77. 77. Outline your project with Plays & Milestones 2
  78. 78. Flesh out the plan with Activity cards 3
  79. 79. Add in Decision Points and Iteration Cycle cards 4
  80. 80. Capture your project plan 5
  81. 81. Playbook V1.0 connectedlab.com/playbook Freely downloadable - Work in progress - Make your own - @connectedlab for questions
  82. 82. Build Better Products
  83. 83. Thanks Connected Lab @jeremybell jbell@connectedlab.com

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