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Mike Krieger, Instagram, Warm Gun 2012

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Mike Krieger, Co-Founder/Engineering, Instagram, presentation at Warm Gun - Nov 30th, 2012

Mike Krieger, Co-Founder/Engineering, Instagram, presentation at Warm Gun - Nov 30th, 2012


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  • 1. Design Process vs. the Real World Startup Warm Gun 2012 Mike Krieger Instagram/FacebookThursday, November 29, 12
  • 2. Design Process vs. the Real World Startup Warm Gun 2012 Mike Krieger Instagram/FacebookThursday, November 29, 12
  • 3. São PauloThursday, November 29, 12
  • 4. Symbolic Systems (Human-Computer Interaction) @ StanfordThursday, November 29, 12
  • 5. snuck into enough d.school classes that they couldn’t kick me outThursday, November 29, 12
  • 6. First job: Meebo UXThursday, November 29, 12
  • 7. Co-founded Instagram in 2010Thursday, November 29, 12
  • 8. TextThursday, November 29, 12
  • 9. Thursday, November 29, 12
  • 10. @mikeyk for feedbackThursday, November 29, 12
  • 11. this talkThursday, November 29, 12
  • 12. a practical look at how traditional design thinking collides with the startup real worldThursday, November 29, 12
  • 13. set of micro-processes that take inspiration from “the method” but work at startup scaleThursday, November 29, 12
  • 14. THE DESIGN PROCESSThursday, November 29, 12
  • 15. (as popularized by IDEO and beyond)Thursday, November 29, 12
  • 16. Still not a given in most organizations (and even most startups)Thursday, November 29, 12
  • 17. Understand Observe Synthesize Ideate Prototype IterateThursday, November 29, 12
  • 18. Understand Observe Synthesize Ideate Prototype IterateThursday, November 29, 12
  • 19. Understand Observe Synthesize Ideate Prototype IterateThursday, November 29, 12
  • 20. Getting the Design Right vs Getting the Right Design (Tohidi, Buxton et al)Thursday, November 29, 12
  • 21. When are you diverging/ broadening vs converging?Thursday, November 29, 12
  • 22. 3-minute crash course or refresherThursday, November 29, 12
  • 23. UnderstandThursday, November 29, 12
  • 24. Domain Knowledge Primary research (don’t just Google)Thursday, November 29, 12
  • 25. ObserveThursday, November 29, 12
  • 26. Don’t guess, watch Mini-ethnography Out in the wildThursday, November 29, 12
  • 27. Define / SynthesisThursday, November 29, 12
  • 28. Distill insightsThursday, November 29, 12
  • 29. insight (n.): Something you’re so excited about you tell strangers on the train. (one of my d.school profs)Thursday, November 29, 12
  • 30. user + need + insightThursday, November 29, 12
  • 31. IdeateThursday, November 29, 12
  • 32. Go for quantityThursday, November 29, 12
  • 33. Whiteboards, notebooksThursday, November 29, 12
  • 34. Prototype & TestThursday, November 29, 12
  • 35. every prototype answers a questionThursday, November 29, 12
  • 36. prototypes have semantic valueThursday, November 29, 12
  • 37. IterateThursday, November 29, 12
  • 38. Reality Bytes, 1Thursday, November 29, 12
  • 39. Welcome to MeeboThursday, November 29, 12
  • 40. Project 1: Drag & Drop to ShareThursday, November 29, 12
  • 41. Design process = comfort blanketThursday, November 29, 12
  • 42. Drew huge map of process stepsThursday, November 29, 12
  • 43. Outlined...Thursday, November 29, 12
  • 44. ...but wait.Thursday, November 29, 12
  • 45. You have two weeksThursday, November 29, 12
  • 46. Tuesday: sketching with UI designer & PMThursday, November 29, 12
  • 47. Wednesday: building quick-and-dirty HTML5 prototypeThursday, November 29, 12
  • 48. Thursday: recruited 3 people to come in the next day on CraigslistThursday, November 29, 12
  • 49. Friday: ran informal usability study on prototypeThursday, November 29, 12
  • 50. informal studies every week after thatThursday, November 29, 12
  • 51. prototyping + observation + ideation + understanding + iterationThursday, November 29, 12
  • 52. d. school values embedded in hectic processThursday, November 29, 12
  • 53. Instagram’s ApproachThursday, November 29, 12
  • 54. burbnThursday, November 29, 12
  • 55. Thursday, November 29, 12
  • 56. note iPhone 2GThursday, November 29, 12
  • 57. HTML5Thursday, November 29, 12
  • 58. Thursday, November 29, 12
  • 59. Thursday, November 29, 12
  • 60. Thursday, November 29, 12
  • 61. Thursday, November 29, 12
  • 62. Thursday, November 29, 12
  • 63. 6 months (3 months just Kevin, then I joined)Thursday, November 29, 12
  • 64. wasn’t taking offThursday, November 29, 12
  • 65. running out of timeThursday, November 29, 12
  • 66. how to apply design thinking principles in startup crazinessThursday, November 29, 12
  • 67. 1. Draw on experience and previous understandingThursday, November 29, 12
  • 68. (where are you already a mini-expert)Thursday, November 29, 12
  • 69. Startups in search of a problemThursday, November 29, 12
  • 70. Years of background thinkingThursday, November 29, 12
  • 71. Early obsessionsThursday, November 29, 12
  • 72. Identify blind spotsThursday, November 29, 12
  • 73. CrimeDesk SFThursday, November 29, 12
  • 74. Thursday, November 29, 12
  • 75. 2. Have a hypothesis about how you’re differentThursday, November 29, 12
  • 76. (have a point of view)Thursday, November 29, 12
  • 77. why now?Thursday, November 29, 12
  • 78. Product mad libsThursday, November 29, 12
  • 79. ____ is ____; it does ____. Unlike ____, we _____Thursday, November 29, 12
  • 80. inverting assumptionsThursday, November 29, 12
  • 81. “people share photos privately, with their friends”Thursday, November 29, 12
  • 82. “you need to launch on multiple platforms from day one”Thursday, November 29, 12
  • 83. 3. Never code before sketchingThursday, November 29, 12
  • 84. crossroadsThursday, November 29, 12
  • 85. Thursday, November 29, 12
  • 86. design rubber duckyThursday, November 29, 12
  • 87. entire features built & thrown awayThursday, November 29, 12
  • 88. 4. Learn in weeklong incrementsThursday, November 29, 12
  • 89. Begins with a questionThursday, November 29, 12
  • 90. “will folks want to share photos on the go?”Thursday, November 29, 12
  • 91. “Can we build filters that look good?”Thursday, November 29, 12
  • 92. “Should we require a location?”Thursday, November 29, 12
  • 93. “what are we going to learn this week?”Thursday, November 29, 12
  • 94. Thursday, November 29, 12
  • 95. Tightly scoped, shipped by FridayThursday, November 29, 12
  • 96. ScotchThursday, November 29, 12
  • 97. Right Design, but didn’t get the Design RightThursday, November 29, 12
  • 98. 5. Validate in social situationsThursday, November 29, 12
  • 99. the bar examThursday, November 29, 12
  • 100. photo by @holman, at RickhouseThursday, November 29, 12
  • 101. if you can’t explain it to the guy/girl at the bar...Thursday, November 29, 12
  • 102. simplify.Thursday, November 29, 12
  • 103. insights from casual social observationThursday, November 29, 12
  • 104. 6. Quick Wizard-of- Oz techniques for social prototypingThursday, November 29, 12
  • 105. prototyping a group invite featureThursday, November 29, 12
  • 106. 1. send out group invite through emailThursday, November 29, 12
  • 107. 2. manually track respondentsThursday, November 29, 12
  • 108. 3. human-bot sends updates to peopleThursday, November 29, 12
  • 109. easy to throw awayThursday, November 29, 12
  • 110. 7. Know when it’s time move onThursday, November 29, 12
  • 111. Are remaining questions unanswered with current product?Thursday, November 29, 12
  • 112. If no unanswered questions, time to move onThursday, November 29, 12
  • 113. 8. Build and maintain constant stream of learning f/ audienceThursday, November 29, 12
  • 114. Our first hire: community managerThursday, November 29, 12
  • 115. photo by @change_adminThursday, November 29, 12
  • 116. apocryphal Henry Ford: “If Id asked people what they wanted, they would have asked for a better horse”Thursday, November 29, 12
  • 117. but sometimes your users are building cars out of old horse buggy wheelsThursday, November 29, 12
  • 118. Going forwardThursday, November 29, 12
  • 119. How to apply d. thinking values into micro- processes?Thursday, November 29, 12
  • 120. Scope diverging moments into scoped chunks (eg 1 week)Thursday, November 29, 12
  • 121. Find rapid validation opportunitiesThursday, November 29, 12
  • 122. If you know what question you’re trying to answer, you’ll know when it’s time to move onThursday, November 29, 12
  • 123. design & engineering at Instagram mikeyk@instagram.comThursday, November 29, 12