0
flux[x] @fluxxstudios @poleydeeWalking the line:The Role of ProductDevelopmentPaul DawsonPartner, Experience & Innovation,...
flux[x] @fluxxstudios @poleydeeThe boring cred’s bit
flux[x] @fluxxstudios @poleydeeA product & serviceinnovation companySe#ng	  Strategy	  &	  Vision	  Developing	  &	  valid...
flux[x] @fluxxstudios @poleydeeIdeal outcomes from this session?Digital UXProduct designProductdevelopment.How to get bett...
flux[x] @fluxxstudios @poleydeeThere are two types oforganisation in the world
flux[x] @fluxxstudios @poleydeeDevelop, designand sell products
flux[x] @fluxxstudios @poleydeeBehave like theyare a productcompanyDont behave likea productcompany
flux[x] @fluxxstudios @poleydee‘Product’	  is	  what	  is	  on	  the	  shop	  floor	   ‘Product’	  is	  what	  we	  do	  
flux[x] @fluxxstudios @poleydeeNew Product Development (NPD)q  Strategyq  Ideas and insightq  R&D Conceptsq  Developed...
flux[x] @fluxxstudios @poleydeeThe ‘Non Product’ Approachq  Strategyq  Ideas and insightq  R&D Conceptsq  Developed & ...
flux[x] @fluxxstudios @poleydeeq  Strategyq  Ideas and insightq  R&D Conceptsq  Developed & Validated Concepts (Desira...
flux[x] @fluxxstudios @poleydeeFortunately, most digital projectsI’ve worked on start here:
flux[x] @fluxxstudios @poleydeeBut then they go one of two ways:Exci5ng,	  interes5ng,	  innova5ve.	  Empowered,	  crea5ve...
flux[x] @fluxxstudios @poleydeeWhat if companies who knowthey are product companiesdid not behave like productcompanies?
flux[x] @fluxxstudios @poleydeeAn imaginary new product“A new range of luggage specifically for the family”The budget is se...
flux[x] @fluxxstudios @poleydeeStage 1: ResearchWhen product companies don’tbehave like product companies
flux[x] @fluxxstudios @poleydeeStage 2: EnvisioningWhen product companies don’tbehave like product companies
flux[x] @fluxxstudios @poleydeeWe could pre-load them withthings people need
flux[x] @fluxxstudios @poleydeeWe could do niche products forspecialist audiences
flux[x] @fluxxstudios @poleydeeHey, what if the suitcase became amode of transport?!
Hey, what if the suitcase actuallybecame the holiday?
flux[x] @fluxxstudios @poleydeeBut then…“Product	  Owner”	  But suddenly…The	  more	  radical	  thinking	  simply	  gets	 ...
flux[x] @fluxxstudios @poleydeeAgile approaches in non-productthinking companies…Things	  we	  know	  we	  can	  do	  	  T...
flux[x] @fluxxstudios @poleydeeStage 3:New ideas get pushed to the back and we focus in on thebasics, having no time, reso...
flux[x] @fluxxstudios @poleydeebut…We have bright people, all eager to unleashtheir creative juices and we lost them quite...
flux[x] @fluxxstudios @poleydeeThe LineExci5ng,	  interes5ng,	  innova5ve.	  Empowered,	  crea5ve,	  inspiring	  Detailed,...
flux[x] @fluxxstudios @poleydeeWe might have had the ‘right ideas’
flux[x] @fluxxstudios @poleydeebut we haven’t been able to‘make those ideas right’
flux[x] @fluxxstudios @poleydeeNow	  design	  something	  magnificent	  What we needed was an inspiringbrief with real poss...
flux[x] @fluxxstudios @poleydeeAnd that’s what productdevelopment is
flux[x] @fluxxstudios @poleydeeProduct Development is pure UCDBut it doesn’t design interfaces, and it’s notconcerned with...
flux[x] @fluxxstudios @poleydeeProduct Development’s Goals1.  To flesh out and validate product and servicepropositionsDesi...
flux[x] @fluxxstudios @poleydeeBut what many productdevelopment teams miss is…That once they’ve ‘developed’ the idea into ...
flux[x] @fluxxstudios @poleydeeI’ve been on both sidesDigital UXProductdevelopment.
flux[x] @fluxxstudios @poleydee“The	  CEO	  had	  a	  designer	  mock	  something	  up”	  “We’ve	  had	  a	  product	  des...
flux[x] @fluxxstudios @poleydee“Here’s how it could look”Movie	  UI	  Design	  by	  Jayse	  Hansen	  
flux[x] @fluxxstudios @poleydeeGetting the wrong side of the line only leadsto conflict…“Arrogant	  tossers,	  they	  just...
flux[x] @fluxxstudios @poleydeeToday’s LineExci5ng,	  interes5ng,	  innova5ve.	  Empowered,	  crea5ve,	  inspiring	  Detai...
flux[x] @fluxxstudios @poleydeeSetting out to raise the barExci5ng,	  interes5ng,	  innova5ve.	  Empowered,	  crea5ve,	  i...
flux[x] @fluxxstudios @poleydeeSo two key questions:How do you do this cost-effectively?We already think we don’t have eno...
flux[x] @fluxxstudios @poleydeeThree answersFocus on generating facts, notopinions; and be lean about itEnable and equip y...
flux[x] @fluxxstudios @poleydeeFocus	  on	  genera5ng	  facts,	  not	  opinions;	  and	  be	  lean	  about	  it	  
flux[x] @fluxxstudios @poleydeeFlux[x] Labs
flux[x] @fluxxstudios @poleydee
flux[x] @fluxxstudios @poleydee
flux[x] @fluxxstudios @poleydeeinsight	   idea	   feasibility	  design	  &	  development	  manufacture	   distribu5on	  
flux[x] @fluxxstudios @poleydeeHard	  to	  do,	  and	  a	  lot	  of	  risk	  manufacture	  design	  &	  development	  feas...
flux[x] @fluxxstudios @poleydeeHard	  to	  do,	  and	  a	  lot	  of	  risk	  manufacture	  design	  &	  development	  feas...
flux[x] @fluxxstudios @poleydee
flux[x] @fluxxstudios @poleydeeMVP = Minimum Viable ProductQ: What is the absolute minimum wecan do to see if people actua...
flux[x] @fluxxstudios @poleydeedistribu5on	  Dim	  and	  distant	  past	  insight	  concept	  feasibility	  design	  &	  d...
flux[x] @fluxxstudios @poleydee
flux[x] @fluxxstudios @poleydeeHe believed strongly because hehad generated real factsSo what do the opinions of thedragon...
flux[x] @fluxxstudios @poleydeeFortunately…This now happens in days, or maybe weeks,but certainly not months.The Lab’s job...
labs
labsBasic InsightWe found it really hard to find a whiteboard thesize we want and think that other people willhave the sam...
labsThis leads to a value hypothesis that wecan begin to test“We think that people will value apremium service that makes ...
labs1.  Make a site thatcalculates the costand puts customers intouch with us.2.  Get a phone!If people valuethis service ...
labsThe first MVP(c.2 days)
labsThe 2nd MVP
labsThe Lab’s LearningsThis is a viable, small, localbusiness.It would be a good idea to makethe whiteboards erasable!It i...
labs“The High Street Bank”A real life case study
labsAmongst others, we created oneexperiment designed to testsomething that had been debatedfor ages at the bank
labsIt was a thorny subject.It involved using customers’personal data to do something wethought they would like and value.
labsBut would they accept it, or wouldthey go nuts and call the Daily Mail?We put it live in a few weeks in an MVP tosever...
labsBut before we did…
labsIt was usability testedIt	  panned!	  Only	  24%	  of	  people	  said	  they	  would	  do	  it	  
labsHow many ACTUALLY did it inreal life?96%	  of	  people	  just	  jumped	  right	  on	  in!	  
flux[x] @fluxxstudios @poleydee“What people say they will do andwhat they actually do is oftenvery different and can be gr...
flux[x] @fluxxstudios @poleydeeMarket Research(quant and qual)Usability TestingPrototype TestingA/B TestingMulti-variate t...
flux[x] @fluxxstudios @poleydeeA wide variety ofopinions, ideas andstoriesUsabilityOptimising wherethere are multipleoptio...
flux[x] @fluxxstudios @poleydeeflux[x] @fluxxstudios @poleydeeThe outcome of which is…Armed with facts, a product developm...
flux[x] @fluxxstudios @poleydeeA key point here though is…An MVP does not a design makeWhich leads us to:Enable and equip ...
flux[x] @fluxxstudios @poleydeeBriefing the team meansfocusing on the outcome“Nice concept, full of possibility.Will be fu...
flux[x] @fluxxstudios @poleydeeBriefing the teamPresent the trail of evidence•  A user-centred journey•  Help the team und...
flux[x] @fluxxstudios @poleydeeWhat it should belike, not what itshould look likeBriefing the teamDescribe, don’t prescribe
flux[x] @fluxxstudios @poleydeeCreate useful assets.Things that will enable, not confine your design teamDraft PersonasIf ...
flux[x] @fluxxstudios @poleydeeWhat we don’t say:“Yeah, we already prototyped it”Product development should never be testi...
flux[x] @fluxxstudios @poleydeeWhich has led us to a uniquedesign principle:Make it as bad as you can get away with(So lon...
flux[x] @fluxxstudios @poleydeeHow do you brief in how aproduct ‘feels’?I’ll give you a briefing I’ve usedmany a time
flux[x] @fluxxstudios @poleydeeLet me tell youwhy I loveVirgin Atlantic
flux[x] @fluxxstudios @poleydeeAfter a briefing like that, it shouldbe easy to sum it up as somethingas simple as:Brillian...
flux[x] @fluxxstudios @poleydeeFinallyOur brief must be full of possibility“It’s clear to us that people want a degree ofs...
flux[x] @fluxxstudios @poleydee
flux[x] @fluxxstudios @poleydeeCreating a product designbrief with possibilityAlways guide, never prescribeSet principles,...
flux[x] @fluxxstudios @poleydeeFinally:Avoiding the ivory towerDon’t be precious – aboutyour ideas, or being right
flux[x] @fluxxstudios @poleydeeTalk about the dead endsExperiments never fail or succeed, theymerely have outcomes
flux[x] @fluxxstudios @poleydeeTake input wherever you canRegularly take time to gatherintelligence, ideas and productthou...
flux[x] @fluxxstudios @poleydeeBe inclusiveGet the design and development team todevelop the MVPA RapidStart approach look...
flux[x] @fluxxstudios @poleydeeProduct Development can be astate of mind, not a departmentFor complex products where there...
flux[x] @fluxxstudios @poleydeeFor new features in existingproducts, it can become a ‘spike’in the existing processProduct...
flux[x] @fluxxstudios @poleydeePlaying to each other’s strengths
flux[x] @fluxxstudios @poleydeepaul@fluxx.uk.com	  Phew… J
Walking the Line: The Line of Product Development - Paul Dawson, Flux
Upcoming SlideShare
Loading in...5
×

Walking the Line: The Line of Product Development - Paul Dawson, Flux

286

Published on

Published in: Business, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
286
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Walking the Line: The Line of Product Development - Paul Dawson, Flux"

  1. 1. flux[x] @fluxxstudios @poleydeeWalking the line:The Role of ProductDevelopmentPaul DawsonPartner, Experience & Innovation, Fluxx
  2. 2. flux[x] @fluxxstudios @poleydeeThe boring cred’s bit
  3. 3. flux[x] @fluxxstudios @poleydeeA product & serviceinnovation companySe#ng  Strategy  &  Vision  Developing  &  valida5ng  products  Innova5on  prac5ces  &  long  term  change  
  4. 4. flux[x] @fluxxstudios @poleydeeIdeal outcomes from this session?Digital UXProduct designProductdevelopment.How to get better briefs that allow you toexplore interesting opportunities and lessdispute with the people who are ‘leading’ itHow to get closer to the product you hadenvisioned, and create greater harmony withthe team tasked with making it great  “wtf ?”
  5. 5. flux[x] @fluxxstudios @poleydeeThere are two types oforganisation in the world
  6. 6. flux[x] @fluxxstudios @poleydeeDevelop, designand sell products
  7. 7. flux[x] @fluxxstudios @poleydeeBehave like theyare a productcompanyDont behave likea productcompany
  8. 8. flux[x] @fluxxstudios @poleydee‘Product’  is  what  is  on  the  shop  floor   ‘Product’  is  what  we  do  
  9. 9. flux[x] @fluxxstudios @poleydeeNew Product Development (NPD)q  Strategyq  Ideas and insightq  R&D Conceptsq  Developed & Validated Concepts (Desirability, Viability, Feasibility)q  Partnerships and organisationq  Design & Build q  Operate
  10. 10. flux[x] @fluxxstudios @poleydeeThe ‘Non Product’ Approachq  Strategyq  Ideas and insightq  R&D Conceptsq  Developed & Validated Concepts (Desirability, Viability, Feasibility)q  Partnerships and organisationq  Design & Build q  OperateResearch  Business  Case  Investment  decision  
  11. 11. flux[x] @fluxxstudios @poleydeeq  Strategyq  Ideas and insightq  R&D Conceptsq  Developed & Validated Concepts (Desirability, Viability, Feasibility)q  Partnerships and organisationq  Design & Build q  OperateOpinions,  guesswork    and  specula5on  The ‘Non Product’ Approach
  12. 12. flux[x] @fluxxstudios @poleydeeFortunately, most digital projectsI’ve worked on start here:
  13. 13. flux[x] @fluxxstudios @poleydeeBut then they go one of two ways:Exci5ng,  interes5ng,  innova5ve.  Empowered,  crea5ve,  inspired  Detailed,  monotonous,  not  thinking  for  myself  Demo5vated,  dis-­‐spirited,  ‘done  to’  What  if…  Wireframes    An  explora5on  of  why    What  new  opportuni5es  there  might  be  within  it  New  ideas,  ‘blue  sky’  thinking,…      Well,  they  seem  to  have  made  up  their  minds,  we’ll  just  get  on  and  be  the  wireframe  monkeys  shall  we?  
  14. 14. flux[x] @fluxxstudios @poleydeeWhat if companies who knowthey are product companiesdid not behave like productcompanies?
  15. 15. flux[x] @fluxxstudios @poleydeeAn imaginary new product“A new range of luggage specifically for the family”The budget is setThe board is all behind it
  16. 16. flux[x] @fluxxstudios @poleydeeStage 1: ResearchWhen product companies don’tbehave like product companies
  17. 17. flux[x] @fluxxstudios @poleydeeStage 2: EnvisioningWhen product companies don’tbehave like product companies
  18. 18. flux[x] @fluxxstudios @poleydeeWe could pre-load them withthings people need
  19. 19. flux[x] @fluxxstudios @poleydeeWe could do niche products forspecialist audiences
  20. 20. flux[x] @fluxxstudios @poleydeeHey, what if the suitcase became amode of transport?!
  21. 21. Hey, what if the suitcase actuallybecame the holiday?
  22. 22. flux[x] @fluxxstudios @poleydeeBut then…“Product  Owner”  But suddenly…The  more  radical  thinking  simply  gets  dropped  as  it  can’t  be  validated    Ideas  may  be  good,  they  might  not.  Nobody  is  in  a  posi5on  to  judge  before  5me  starts  running  out.      “We’ve  got  a  whole  stack  of  basics  to  do  first”  
  23. 23. flux[x] @fluxxstudios @poleydeeAgile approaches in non-productthinking companies…Things  we  know  we  can  do    Things  we  know  our  customers  value  The  unproven  ideas  domain  
  24. 24. flux[x] @fluxxstudios @poleydeeStage 3:New ideas get pushed to the back and we focus in on thebasics, having no time, resource or remit to progress ourhalf-formed ideas, no matter how brilliant they were…
  25. 25. flux[x] @fluxxstudios @poleydeebut…We have bright people, all eager to unleashtheir creative juices and we lost them quiteearly on…
  26. 26. flux[x] @fluxxstudios @poleydeeThe LineExci5ng,  interes5ng,  innova5ve.  Empowered,  crea5ve,  inspiring  Detailed,  monotonous,  not  thinking  for  myself  Demo5vated,  dis-­‐spirited,  ‘done  to’Anything  is  possible  I  have  a  very  5ght,  prescrip5ve  brief  
  27. 27. flux[x] @fluxxstudios @poleydeeWe might have had the ‘right ideas’
  28. 28. flux[x] @fluxxstudios @poleydeebut we haven’t been able to‘make those ideas right’
  29. 29. flux[x] @fluxxstudios @poleydeeNow  design  something  magnificent  What we needed was an inspiringbrief with real possibilities“Design  a  suitcase  that  children  and  parents  will  love.  We  know  that  hassled  parents  and  kids  will  love  a  ride-­‐on  case.    We  can  save  5red  parent  arms  and  5red  toddler  legs  and  make  travel  fun.”  Research  &  Insight:  A  clear  product  proposi8on:  
  30. 30. flux[x] @fluxxstudios @poleydeeAnd that’s what productdevelopment is
  31. 31. flux[x] @fluxxstudios @poleydeeProduct Development is pure UCDBut it doesn’t design interfaces, and it’s notconcerned with usability or ergonomicsdesirable   feasible  viable  
  32. 32. flux[x] @fluxxstudios @poleydeeProduct Development’s Goals1.  To flesh out and validate product and servicepropositionsDesirable: Customers will find value in itFeasible: We can make it workViable: It can be an economic success2.  Prove that this is the right thing to do, kill it early, or learnenough to turn it into the right thing to do3.  To arm a design and build team with all they need to getthe product designed and built in the right way
  33. 33. flux[x] @fluxxstudios @poleydeeBut what many productdevelopment teams miss is…That once they’ve ‘developed’ the idea into aproduct, the customer experience still has to bedesigned(because generally, they’re a bit crap at doing that bit!)
  34. 34. flux[x] @fluxxstudios @poleydeeI’ve been on both sidesDigital UXProductdevelopment.
  35. 35. flux[x] @fluxxstudios @poleydee“The  CEO  had  a  designer  mock  something  up”  “We’ve  had  a  product  design  consultancy  working  on  it”  “We’ve  developed  a  new  brand,  and  the  branding  agency  have  done  some  mock-­‐ups”  Words that strike terror…
  36. 36. flux[x] @fluxxstudios @poleydee“Here’s how it could look”Movie  UI  Design  by  Jayse  Hansen  
  37. 37. flux[x] @fluxxstudios @poleydeeGetting the wrong side of the line only leadsto conflict…“Arrogant  tossers,  they  just  don’t  get  it!”  “Ha,  they’re  so  wrong.  This  is  a  much  beCer  idea.”  
  38. 38. flux[x] @fluxxstudios @poleydeeToday’s LineExci5ng,  interes5ng,  innova5ve.  Empowered,  crea5ve,  inspiring  Detailed,  monotonous,  not  thinking  for  myself  Demo5vated,  dis-­‐spirited,  ‘done  to’Anything  is  possible  I  have  a  very  5ght,  prescrip5ve  brief  
  39. 39. flux[x] @fluxxstudios @poleydeeSetting out to raise the barExci5ng,  interes5ng,  innova5ve.  Empowered,  crea5ve,  inspiring  Detailed,  monotonous,  not  thinking  for  myself  Demo5vated,  dis-­‐spirited,  ‘done  to’Anything  is  possible  I  have  a  very  5ght,  prescrip5ve  brief  “Mmmm. Nice concept, full of possibility.Will be fun to see how we make it work.”
  40. 40. flux[x] @fluxxstudios @poleydeeSo two key questions:How do you do this cost-effectively?We already think we don’t have enoughtime for design – how do you make itworth investing in?How  do  we  ensure  this  process  does  not  en5rely  alienate  design  and  development  teams?  
  41. 41. flux[x] @fluxxstudios @poleydeeThree answersFocus on generating facts, notopinions; and be lean about itEnable and equip your design & buildteam, don’t tell them what to doDon’t be precious – about your ideas,or being right
  42. 42. flux[x] @fluxxstudios @poleydeeFocus  on  genera5ng  facts,  not  opinions;  and  be  lean  about  it  
  43. 43. flux[x] @fluxxstudios @poleydeeFlux[x] Labs
  44. 44. flux[x] @fluxxstudios @poleydee
  45. 45. flux[x] @fluxxstudios @poleydee
  46. 46. flux[x] @fluxxstudios @poleydeeinsight   idea   feasibility  design  &  development  manufacture   distribu5on  
  47. 47. flux[x] @fluxxstudios @poleydeeHard  to  do,  and  a  lot  of  risk  manufacture  design  &  development  feasibility                Idea  distributioninsight  Easy  to  do,  and  no  risk  Star5ng  to  invest  5me  &  money  
  48. 48. flux[x] @fluxxstudios @poleydeeHard  to  do,  and  a  lot  of  risk  manufacture  design  &  development  feasibility                Idea  insight  Easy  to  do,  and  no  risk  Star5ng  to  invest  5me  &  money  
  49. 49. flux[x] @fluxxstudios @poleydee
  50. 50. flux[x] @fluxxstudios @poleydeeMVP = Minimum Viable ProductQ: What is the absolute minimum wecan do to see if people actually valueour product?
  51. 51. flux[x] @fluxxstudios @poleydeedistribu5on  Dim  and  distant  past  insight  concept  feasibility  design  &  development  manufacture  Painful,  but  we  got  there…  Dragon’s  Den  Give  it  to  the  press  Bankrupt  factory  Dodgy  catches  People  bought  it  Licensee  liquidated  Rob  Law’s  facts  were  generated  by  pu#ng  his  product    in  the  hands  of  the  press,  and  sure  enough  they  loved  it.  
  52. 52. flux[x] @fluxxstudios @poleydee
  53. 53. flux[x] @fluxxstudios @poleydeeHe believed strongly because hehad generated real factsSo what do the opinions of thedragons matter?!The toughness of his journey wastestament to the fact that hisMVP could not be that minimal
  54. 54. flux[x] @fluxxstudios @poleydeeFortunately…This now happens in days, or maybe weeks,but certainly not months.The Lab’s job within a product developmentcycle is to generate evidence-based learning, tohelp get the ideas right, and make gooddecisions based on facts
  55. 55. labs
  56. 56. labsBasic InsightWe found it really hard to find a whiteboard thesize we want and think that other people willhave the same problem.
  57. 57. labsThis leads to a value hypothesis that wecan begin to test“We think that people will value apremium service that makes and installswhiteboards to a precise set ofdimensions.”
  58. 58. labs1.  Make a site thatcalculates the costand puts customers intouch with us.2.  Get a phone!If people valuethis service asmuch as we do.Volume of peoplesearching for it on GoogleRequests for pricingPeople who buy
  59. 59. labsThe first MVP(c.2 days)
  60. 60. labsThe 2nd MVP
  61. 61. labsThe Lab’s LearningsThis is a viable, small, localbusiness.It would be a good idea to makethe whiteboards erasable!It is possible in a week to proveout a digital physical businessin a lean way
  62. 62. labs“The High Street Bank”A real life case study
  63. 63. labsAmongst others, we created oneexperiment designed to testsomething that had been debatedfor ages at the bank
  64. 64. labsIt was a thorny subject.It involved using customers’personal data to do something wethought they would like and value.
  65. 65. labsBut would they accept it, or wouldthey go nuts and call the Daily Mail?We put it live in a few weeks in an MVP toseveral thousand real customers who didn’t knowit was just an experiment.
  66. 66. labsBut before we did…
  67. 67. labsIt was usability testedIt  panned!  Only  24%  of  people  said  they  would  do  it  
  68. 68. labsHow many ACTUALLY did it inreal life?96%  of  people  just  jumped  right  on  in!  
  69. 69. flux[x] @fluxxstudios @poleydee“What people say they will do andwhat they actually do is oftenvery different and can be greatlyaffected by their level ofawareness of the task at hand”
  70. 70. flux[x] @fluxxstudios @poleydeeMarket Research(quant and qual)Usability TestingPrototype TestingA/B TestingMulti-variate testingTrueethnographyMVP/LeanMarket Intelligenceand behavioural dataUnaware AwareProduct/ServiceMaturity LevelIdea/ConceptPartial/FullyDevelopedIs the Useraware of the test?The fluxx ‘Tested User’ Framework
  71. 71. flux[x] @fluxxstudios @poleydeeA wide variety ofopinions, ideas andstoriesUsabilityOptimising wherethere are multipleoptionsProving an ideaone way or theotherHistoryUnaware AwareProduct/ServiceMaturity LevelIdea/ConceptPartial/FullyDevelopedIs the Useraware of the test?The fluxx ‘Tested User’ Framework
  72. 72. flux[x] @fluxxstudios @poleydeeflux[x] @fluxxstudios @poleydeeThe outcome of which is…Armed with facts, a product development teamcan simply ‘tell’ they don’t ‘sell’It’s hard to argue with, people don’t want toIt’s equally obvious how to apply that data toinfluence the design later on
  73. 73. flux[x] @fluxxstudios @poleydeeA key point here though is…An MVP does not a design makeWhich leads us to:Enable and equip your design build team; don’t tell themwhat to do
  74. 74. flux[x] @fluxxstudios @poleydeeBriefing the team meansfocusing on the outcome“Nice concept, full of possibility.Will be fun to make it work.”
  75. 75. flux[x] @fluxxstudios @poleydeeBriefing the teamPresent the trail of evidence•  A user-centred journey•  Help the team understand theinsight on which the productwas founded•  Don’t hide any facts•  Show your wrong turns
  76. 76. flux[x] @fluxxstudios @poleydeeWhat it should belike, not what itshould look likeBriefing the teamDescribe, don’t prescribe
  77. 77. flux[x] @fluxxstudios @poleydeeCreate useful assets.Things that will enable, not confine your design teamDraft PersonasIf you don’t know these, then the product you’vedeveloped isn’t worth the Omnigraffle it’s visualised on!Product and Experience PrinciplesDistil your experience of the product developmentlearnings into principles that will help guide the designand build team
  78. 78. flux[x] @fluxxstudios @poleydeeWhat we don’t say:“Yeah, we already prototyped it”Product development should never be testing a UI,or a brand VIWe ask questions like:•  Is the content valuable to our audience?•  Is the function that it performs valuable?•  How easy or low cost does it have to be to become, inorder to become valuable?
  79. 79. flux[x] @fluxxstudios @poleydeeWhich has led us to a uniquedesign principle:Make it as bad as you can get away with(So long as you don’t get in the way of the core testing objective)“I’ve never been askedto make my work‘more sh*t before!”
  80. 80. flux[x] @fluxxstudios @poleydeeHow do you brief in how aproduct ‘feels’?I’ll give you a briefing I’ve usedmany a time
  81. 81. flux[x] @fluxxstudios @poleydeeLet me tell youwhy I loveVirgin Atlantic
  82. 82. flux[x] @fluxxstudios @poleydeeAfter a briefing like that, it shouldbe easy to sum it up as somethingas simple as:Brilliant basics, magic touches… and a number of other principles to whicha user experience or product would have toconform in order to be the one that webelieve customers will love
  83. 83. flux[x] @fluxxstudios @poleydeeFinallyOur brief must be full of possibility“It’s clear to us that people want a degree ofserendipity; for the finding of information to havea ‘fuzzy edge’ that allows them to stumble onsomething that they love, but weren’texpecting”
  84. 84. flux[x] @fluxxstudios @poleydee
  85. 85. flux[x] @fluxxstudios @poleydeeCreating a product designbrief with possibilityAlways guide, never prescribeSet principles, not guidelinesDesign experiments, not UISay how it feels, not what it doesIn short: Let the design team design it…
  86. 86. flux[x] @fluxxstudios @poleydeeFinally:Avoiding the ivory towerDon’t be precious – aboutyour ideas, or being right
  87. 87. flux[x] @fluxxstudios @poleydeeTalk about the dead endsExperiments never fail or succeed, theymerely have outcomes
  88. 88. flux[x] @fluxxstudios @poleydeeTake input wherever you canRegularly take time to gatherintelligence, ideas and productthoughts from everywhere you can,and credit your sources
  89. 89. flux[x] @fluxxstudios @poleydeeBe inclusiveGet the design and development team todevelop the MVPA RapidStart approach looks to get anexperiment out in under two days
  90. 90. flux[x] @fluxxstudios @poleydeeProduct Development can be astate of mind, not a departmentFor complex products where thereis a high degree of uncertainty, it’san upfront investment
  91. 91. flux[x] @fluxxstudios @poleydeeFor new features in existingproducts, it can become a ‘spike’in the existing processProduct Development can be astate of mind, not a department
  92. 92. flux[x] @fluxxstudios @poleydeePlaying to each other’s strengths
  93. 93. flux[x] @fluxxstudios @poleydeepaul@fluxx.uk.com  Phew… J
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×