Design Process vs. the                     Real World Startup                                    Warm Gun 2012            ...
Design Process vs. the                     Real World Startup                                      Warm Gun 2012          ...
São PauloThursday, November 29, 12
Symbolic Systems              (Human-Computer            Interaction) @ StanfordThursday, November 29, 12
snuck into enough      d.school classes that    they couldn’t kick me outThursday, November 29, 12
First job: Meebo UXThursday, November 29, 12
Co-founded Instagram in             2010Thursday, November 29, 12
TextThursday, November 29, 12
Thursday, November 29, 12
@mikeyk for feedbackThursday, November 29, 12
this talkThursday, November 29, 12
a practical look at how     traditional design thinking      collides with the startup              real worldThursday, No...
set of micro-processes    that take inspiration from    “the method” but work at           startup scaleThursday, November...
THE DESIGN PROCESSThursday, November 29, 12
(as popularized by IDEO             and beyond)Thursday, November 29, 12
Still not a given in most         organizations (and even               most startups)Thursday, November 29, 12
Understand                             Observe                            Synthesize                              Ideate  ...
Understand                             Observe                            Synthesize                              Ideate  ...
Understand              Observe   Synthesize   Ideate   Prototype   IterateThursday, November 29, 12
Getting the Design Right       vs Getting the Right               Design       (Tohidi, Buxton et al)Thursday, November 29...
When are you diverging/         broadening vs          converging?Thursday, November 29, 12
3-minute crash course                or refresherThursday, November 29, 12
UnderstandThursday, November 29, 12
Domain Knowledge                      Primary research                     (don’t just Google)Thursday, November 29, 12
ObserveThursday, November 29, 12
Don’t guess, watch                      Mini-ethnography                       Out in the wildThursday, November 29, 12
Define / SynthesisThursday, November 29, 12
Distill insightsThursday, November 29, 12
insight (n.): Something        you’re so excited about        you tell strangers on the                   train.          ...
user + need + insightThursday, November 29, 12
IdeateThursday, November 29, 12
Go for quantityThursday, November 29, 12
Whiteboards, notebooksThursday, November 29, 12
Prototype & TestThursday, November 29, 12
every prototype answers            a questionThursday, November 29, 12
prototypes have                            semantic valueThursday, November 29, 12
IterateThursday, November 29, 12
Reality Bytes, 1Thursday, November 29, 12
Welcome to MeeboThursday, November 29, 12
Project 1: Drag & Drop                  to ShareThursday, November 29, 12
Design process =                             comfort blanketThursday, November 29, 12
Drew huge map of                          process stepsThursday, November 29, 12
Outlined...Thursday, November 29, 12
...but wait.Thursday, November 29, 12
You have two weeksThursday, November 29, 12
Tuesday: sketching with           UI designer & PMThursday, November 29, 12
Wednesday: building           quick-and-dirty HTML5                 prototypeThursday, November 29, 12
Thursday: recruited 3             people to come in the             next day on CraigslistThursday, November 29, 12
Friday: ran informal                         usability study on                             prototypeThursday, November 29...
informal studies every                    week after thatThursday, November 29, 12
prototyping +     observation + ideation +     understanding + iterationThursday, November 29, 12
d. school values                    embedded in hectic                         processThursday, November 29, 12
Instagram’s ApproachThursday, November 29, 12
burbnThursday, November 29, 12
Thursday, November 29, 12
note iPhone 2GThursday, November 29, 12
HTML5Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
Thursday, November 29, 12
6 months (3 months just       Kevin, then I joined)Thursday, November 29, 12
wasn’t taking offThursday, November 29, 12
running out of timeThursday, November 29, 12
how to apply design                   thinking principles in                     startup crazinessThursday, November 29, 12
1. Draw on                            experience and                               previous                            und...
(where are you already a            mini-expert)Thursday, November 29, 12
Startups in search of a                   problemThursday, November 29, 12
Years of background                        thinkingThursday, November 29, 12
Early obsessionsThursday, November 29, 12
Identify blind spotsThursday, November 29, 12
CrimeDesk SFThursday, November 29, 12
Thursday, November 29, 12
2. Have a hypothesis       about how you’re           differentThursday, November 29, 12
(have a point of view)Thursday, November 29, 12
why now?Thursday, November 29, 12
Product mad libsThursday, November 29, 12
____ is ____; it does            ____. Unlike ____, we                    _____Thursday, November 29, 12
inverting assumptionsThursday, November 29, 12
“people share photos                 privately, with their                       friends”Thursday, November 29, 12
“you need to launch on           multiple platforms from                  day one”Thursday, November 29, 12
3. Never code before         sketchingThursday, November 29, 12
crossroadsThursday, November 29, 12
Thursday, November 29, 12
design rubber duckyThursday, November 29, 12
entire features built &                       thrown awayThursday, November 29, 12
4. Learn in weeklong          incrementsThursday, November 29, 12
Begins with a questionThursday, November 29, 12
“will folks want to share             photos on the go?”Thursday, November 29, 12
“Can we build filters that             look good?”Thursday, November 29, 12
“Should we require a                      location?”Thursday, November 29, 12
“what are we going to                learn this week?”Thursday, November 29, 12
Thursday, November 29, 12
Tightly scoped, shipped                 by FridayThursday, November 29, 12
ScotchThursday, November 29, 12
Right Design, but didn’t          get the Design RightThursday, November 29, 12
5. Validate in social                situationsThursday, November 29, 12
the bar examThursday, November 29, 12
photo by @holman, at RickhouseThursday, November 29, 12
if you can’t explain it to          the guy/girl at the bar...Thursday, November 29, 12
simplify.Thursday, November 29, 12
insights from casual                      social observationThursday, November 29, 12
6. Quick Wizard-of-           Oz techniques for           social prototypingThursday, November 29, 12
prototyping a group invite              featureThursday, November 29, 12
1. send out group invite             through emailThursday, November 29, 12
2. manually track                              respondentsThursday, November 29, 12
3. human-bot sends                   updates to peopleThursday, November 29, 12
easy to throw awayThursday, November 29, 12
7. Know when it’s                   time move onThursday, November 29, 12
Are remaining questions     unanswered with current            product?Thursday, November 29, 12
If no unanswered       questions, time to move                  onThursday, November 29, 12
8. Build and maintain     constant stream of    learning f/ audienceThursday, November 29, 12
Our first hire: community               managerThursday, November 29, 12
photo by @change_adminThursday, November 29, 12
apocryphal Henry Ford:      “If Id asked people what      they wanted, they would       have asked for a better           ...
but sometimes your           users are building cars           out of old horse buggy                   wheelsThursday, No...
Going forwardThursday, November 29, 12
How to apply d. thinking         values into micro-            processes?Thursday, November 29, 12
Scope diverging             moments into scoped              chunks (eg 1 week)Thursday, November 29, 12
Find rapid validation                         opportunitiesThursday, November 29, 12
If you know what        question you’re trying to          answer, you’ll know         when it’s time to move             ...
design & engineering at              Instagram        mikeyk@instagram.comThursday, November 29, 12
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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

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Mike Krieger, Instagram, Warm Gun 2012

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

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