How to design stuff that matters fast - Dev Week 2014

#UX #Design @Ultraman
How to design stuff that matters, fast!
Eewei Chen @ultraman #UX #Design

11:00 - 11:30
13:00 - 14:00
15:30 - 16:00
17:30
Before we start...
Coffee Break
Lunch
Coffee Break
Finish
Wifi: DevWeek2014

1994
Eewei Chen @Ultraman
Design happiness
Present

Stay connected
ANYTIME
SKY+
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EPG
MOBILE WEB

Why design fast?
Copyright 101DesignIngredients.com

Why design fast?
no longer exist
no one can live without
Stay alive

Why design fast?
How will they stay alive?

#UX #Design @Ultraman 8
no longer exist
Improve early
Problem
- Findability and Usefulness of info
Why design fast?
Solution
+ Simplified and Personalised

http://www.netpaths.net/blog/design-dividend-payback/
Increase value
Why design fast?

Is there a secret formula?

Is there a secret formula?
• Domain Research
• Trend & Market Insight
• Data Analysis
• Competitor Benchmarking
• Persona Creation
• Requirements Gathering
• Value Mapping
• Business Model Generation
• Strategy & Value Prop
• etc...
• Lean Startup, Lean UX, UCD
• Scenarios & Use Cases
• Sketching
• Mental Model
• Interaction Design
• Visual Design
• Storyboarding
• Technology Spiking
• Rapid Prototyping
• Usability Testing
• Iterative Design
• etc...
Optimisation
Agile delivery
Lean startup
Design thinking
Uncertainty Focus
• Roadmap & User Story Creation
• Dev Integration & Support
• Continuous Agile, Lean UX Design
• Wireframes to Experience Maps
• Entity Relationship Maps
• Interaction Models & UI Patterns
• Prototype to Live Code Evolution
• Site Map & Page Types
• Information Hierarchy & Page Layout
• Design Style Guide, Mockups & Assets
• Brand Guidelines & Principles
• Presentations & Information Radiators
• Co-location & Design Studio Flex
• Usability Testing & Recommendations
• Post-Launch Support & Testing
• etc...
Yes, but not
much time
today!

Form Teams

Product Word Match
15 mins
1. word + word = Product Name
2. What problem are you solving?
3. Who is it for?
4. Why will it work?
5. How will you make money?
30 sec pitch
Icebreaker

The Challenge
Analyse the data
Solve the right problem
Make a connection
Define success
Present early thinking
Agenda
Physical vs Digital
Prototype
Embrace chaos
Business Model
Presentation Prep
Pitch Ideas!
✓ Why design fast?
✓ Is there a secret formula?
✓ Form teams
1 2

The Challenge

• Self-service
• Customization
• Personalization
• Anytime, anywhere
• Location awareness
People’s expectations are changing
People are changing
• Diversity of interests
• Generational differences
• Reliance on technology
• Communication
• Mobility
The challenge Absorb this

• Digitally-connected customers
• Membership and community
• Shared ownership: space, stuff, and skill
• Social culture
• Co-creation
How people interact with each other is changing
• Participation
• Crowd-fund
• Crowd-source
• Networks and partnerships
• STEAM
How people interact with brands & institutions is changing
The challenge Absorb this

The challenge
*Facebook poll
Text
Text
Comedy Action
SportForeign
Happy
Sad
Inspired...
Not in the
mood
Too much
choice
No Time
Didn’t
know
Which
device?
Absorb this

The challenge
Create a connected digital experience that
better entertains people
where they want,
when they want,
on any device they want.
Television 2.0

The challenge
Steve Jobs

culture
commute
conference
home
shop
holiday
work
play
exercise
family
friends
dine
sport
hobby
school
sleep
relax
colleagues
The challenge
Digital
2D
Physical
3D
Time
4D
Connected
UX
More connected the
better?

Take a deep breath...
Work fast
No right or wrong
Be positive
Works as a team
Breadth not Depth
Have fun
Small screen
Limited input
Controllers
Performance
Battery-life
Voice activation
Location-aware
Touch
Gestures

Analyse the data

Analyse the data
Discuss...
How can analysing data help?

Improve business KPIs
Analyse the data
We’re losing 10% of
customers monthly.
Help services need to be
more:
• Useful
• Accurate
• Easy to get to
We need to increase
our current 32%
conversion rate to
50% with:
• Smarter upgrades
• Timely renewal offers
• Better personalisation
We need to raise new
customers acquisition
from 100K to 200K pa
using:
• New brand values
• Innovative features
• Better marketing
Attract Increase Retain
Which KPI to focus on?

Align device experiences
Analyse the data
• 55% of Europeans prefer Android phones, 23% prefer iPhones
• 80% of tablet use is at home: tablet users spend more online than smartphone users
• 26% use tablets daily 1 to 4 hrs, 7% more than 5 hrs per day
• Primary device is smartphone (77%), but tablets rising from 12% (2012) to 23% (2013)
http://www.digitalstrategyconsulting.com/intelligence/2013/08/mobile_usage_trends_80_of_tablet_use_happens_at_home.php
What on which device?

Focus on target demographic
Analyse the data Which age group?

Who is it for?
Identity Motivation
Explorer Personal curiosity, experience something new
Samaritan Does something on someone else’s behalf
Achiever Looking to satisfy specific interests or goals
Recognition Seeker Reputation / status of place or brand
Recharger Restoration, contemplation
Identifier Personal relation to subject / experience / brand
Now that you’ve analysed the data...

What’s the problem?
Who is it for?
I like going to places and
events I see in movies like
shops and restaurants.
My husband and I used to go on
movies dates. I miss having
time, just for the two of us.
It’s hard finding things to
watch as a family so we end up
watching what the kids want.
Ann
Identifier
Jeff
Recognition seeker
I love playing games,
especially if there is a prize, but
it needs to be challenging.
I voice my opinion on blog
sites and like to hear what
others think about hot topics.
I do a lot of research but can’t
always find info on a new film or
unusual director.
I try things out first then tell
others about it so they know
what’s good or bad.
My friends look to me for
inspiration, so I end up
organising meet ups.
We discuss movies we like but
keeping up-to-date with
everyone takes a lot of time.
Alistair
Explorer

Which opportunities?
Mobile advertising
Connected multi-device synching
sentiment analysis (Data)
Mobile payments
Social TV

Which trends?
Point & Know
(the matrix)
Crowd sourcing
(right advice)
DIY Health
(well being)
Second screen
(multi task/context)
Gamification
(beat the competition)
Status Skills
(learn/improve)
Brand me
(social good)

Triggers
Failed
trigger
Target Behaviour Trigger
Core Motivators
• Pleasure / Pain
• Hope / Fear
• Acceptance / Rejection
HIGH
MOTIVATION
LOW
MOTIVATION
LOW
ABILITY
HIGH
ABILITY
Facilitator
e.g. Sharing knowledge on
social network sites
(pleasure)
Simplicity Factors
• Time
• Money
• Physical Effort
• Brain Cycles
• Social Deviance
• Non-Routine
Signal
e.g. Personalised notification
settings (hope/time)
Spark
e.g. Leader board (social
deviance)
Make a connection
http://www.behaviormodel.org/
BJ Fogg

Coffee Break

Prove it
http://www.youtube.com/watch?v=b240PGCMwV0
Validating ideas is not a new concept...

Validate (Lean Startup + Agile)
•Guess
•Consequence
•Experiment
Cornell U, 1964
•Assumption
•Validate
•MVP
September 2011
Richard Fenyman Eric Ries
Validating ideas is not a new concept...

Nordstrom iPad app prototype
https://www.youtube.com/watch?v=szr0ezLyQHY
In the wild...

Make a connection

Make a connection
Personas represent a target audience with similar needs.
They help to create customer:
• Behaviours
• Needs & goals
• Barriers
• Features (output)
• Scenarios / use cases
Why do we need personas?

Details
Behaviours
★ Loves playing games
★ ...
★ ...
Needs & Goals
• Share movie knowledge
to show off
• ...
• ...
Barriers
• No one to compete with
• ...
• ...
Output
• Leader board
• ...
• ...
“I helps me to
stay no.1”
“I couldn’t ...
before.”
Time poor Time rich
Summary
“It’s so ... now”
SpecificGeneric
SocialAnti-social
Lean forwardSit back
Jeff
Recognition seeker
• 34 & single by choice
• front-end developer (£55K)
• Gadget crazy, foodie
Create your persona
Make a connection

Define success

Output
Delivered feature
e.g. leader board (gamification)
Outcome
Immediate change by an output.
e.g. Increase repeat visits by 15%
Impact
Larger change over time (KPI)
e.g. Increase mobile ad impressions by 10%
Output, outcome, impact
Define success
Jeff Gothelf

Define outputs
Outcome
Behaviours
ImpactBarrier
Needs & Goals
30 mins
OutputsMarketing
Friend’s shared
TV shows on
Facebook
Loves playing
games
Wants to share
movie knowledge to
show off
Leader board
(trigger)
No one to
compete with
Make a connection

Output, outcome, impact
Outputs
Outcome
Behaviours
ImpactBarrier
Marketing
Needs & Goals
15 mins
Friend’s shared
TV shows on
Facebook
Loves playing
games
Wants to share TV
knowledge with
friends
Leader board
(trigger)
No one to
compete with
Increase repeat visit
rate by 15%
Increase mobile Ad
impressions by 10%
Define success

ROI*
Business Impact
User Impact
Effort
1 - low
2 - Medium
3 - High
15 mins
High Impact
High
Effort
Quick Wins
Remove Innovate
TBD
Low Impact
Low
Effort
Emotion
detector
Mobile ad
system
iOS7 revamp
* Based on relative Business & Customer impact
Define success
Leader board
Prioritise outputs

Define success 15 mins
Easy to use
Relevant
Hard to use
Irrelevant
More fun?
Inaccurate
suggestions
Too Obvious
Expensive package
Information overload
Beat the competition
???
Old movies

Define success
Product statement / Marketing message
15 mins
For Jeff the experience seeker who
wants to be recognised for his knowledge,
“ReelSide” is an App that lets him
watch the latest films, but unlike other
entertainment apps , “Reelside” let’s
him compete against other movie geeks
to win exclusive viewing privileges
“Compete to watch films first”
Strapline
Dave Gray
http://www.gogamestorm.com

Present early thinking
15 mins
• Pick a spokes person
• Elevator pitch

Lunch
40 mins

✓ The Challenge
✓ Analyse the data
✓ Solve the right problem
✓ Make a connection
✓ Define success
✓ Present early thinking
Agenda
Physical vs Digital
Prototype
Embrace chaos
Business Model
Presentation Prep
Pitch Ideas!
✓ Why design fast?
✓ Is there a secret formula?
✓ Form teams
1 2

Sticky Whispers
15 mins
1. Think of a lyric or quote
2. Write it on a post it
3. Cover it with a blank post-it
4. Pass on
5. Look at covered post-it
6. Draw on blank post-it
7. Cover it with a blank post-it
8. Pass on
9. Repeat, alternate between text and drawing
Icebreaker
text
pic
text
pic
No talking!

15 minsDefine success
Details
Behaviours Needs & Goals
Barriers Output
Time poor Time rich
Summary
SpecificGeneric
SocialAnti-social
Lean forwardSit back
Create your persona

Physical vs Digital

Physical vs Digital
Physical to Digital
Digital Only
Replacement for the physical
Digital Overlay
digital information layer
Physical Computing
physical and digital
interact
Digital Gateway
use digital to gain access to physical
Physical Only
purely physical
experience

Physical vs Digital
Engagement
Passive
Viewing
Active
interacting alone
Interactive
Interacting
with others
Creative
Creating alone
Low engagement High engagement
Co-Creative
Creating with others

Physical vs Digital
Opportunity Map
Passive
Viewing
Active
interacting alone
Interactive
Interacting
with others
Creative
Creating alone
Low engagement High engagement
Co-Creative
Creating with others
Digital Only
Replacement for the physical
Digital Overlay
digital information layer
Physical Computing
physical and digital
interact
Digital Gateway
use digital to gain access to physical
Physical Only
purely physical
experience
Elliot Felix

Physical vs Digital
Write out core activities
15 mins
Common activities when looking for something to watch.
Entice Enter Engage Exit Extend
Hear about a
good movie
Get reminder
notification
Receive special
offer
...
...
Launch app
Sign-in /
Register
...
...
Browse genres
Add to watch
list
Watch movie
...
...
Rate movie
Share movie
Review related
movies
...
...
Social network
Subscribe /
upgrade
View trailers
...
...
Browse latest
movies

Physical vs Digital
Map out expected core experience
30 mins
1. Reflect on what, how, when & where
experiences happen.
2. Write more accurate activities on a post-
it and plot them on your opportunity map.
3. Make a note of missing opportunities?
2
3
Hear about a good
movie
Read about a good
movie on Facebook
using my iphone on
the train to work
Quick review!

Physical vs Digital
Map out New & Improved experience
30 mins
Brainstorm and document new activities
or experiences that could fill in the
opportunity spaces.
You could also think of ways to modify
and improve existing activities/
experiences.
Get location based movie
recommendations on
my smart watch as I
walk home.What, how, when &
where...
Quick review!

ROI*
Business Impact
User Impact
Effort
1 - low
2 - Medium
3 - High
15 mins
High Impact
High
Effort
Quick Wins
Remove Innovate**
TBD
Low Impact
Low
Effort
* Based on relative Business & Customer impact ** Also includes platform or processes that enable innovation
Physical vs Digital
Read about a
good movie on
Facebook using
my iphone on
the train to
work
Get location based
movie
recommendations
on my smart watch
as I walk home.
Quick review!

Physical vs Digital
Join up ideal activities
take individual activities and
experiences and...
Think about the relationship to
each other, the spaces, the
devices and interactions in
context over time
Physical
Digital
Time
Expected/current experience
New, improved (“filling in gaps”)

9. Get location
based movie
recommendation
s on walk home
(Smart watch,
street)
Prototype
People, spaces and activities
30 mins
4. Browse genres
(iPhone, train)
6. Start watching
movie at lunch
time (laptop/office)
7. Rate movie after
finishing it to move
up the leader
board on the train
home (iPad)
8. Share movie
whilst waiting for
coffee (Google
glass, cafe)
2. Launch app
(iPhone, train)
3. Sign-in /
Register (iPhone,
train)
1. Read about a
movie on the
train platform to
work (newspaper)
5. Add to “Watch
list” (iPhone/train)
Digital
Physical
time
Waiting for train Train to work Train home / cafeTrain / Work Walking home
Pure
Web
Web AppWrapped
Web
Hybrid Native
Play, pause, resume
Holistic engagement
Multi-device
Plot the happy path

Prototype

Prototype
Things to remember...
Physical vs Digital
Triggers
Continuous connection
Persona
Engagement
Device
Trends Data
Competition

Prototype
Concept creation
1
2
3
4
5
6
1 2 3 4
5 6 7 8
Note down:
• Physical vs Digital: Activities, Spaces
• Devices: Tech / Tools, People / Services
• 5 Es: Entice, Enter, Engage, Exit, Extend
• Engagement: Alone or with others?
2. Launch app
(iPhone, train)
3. Sign-in /
Register
(iPhone, train)
2. Launch app
and sign-in/
register
(iPhone, train)
=
Group multiple outputs
into 1 design & sketch!

Prototype
Concept testing in your team
20 mins
• Form pairs
• Each Sketch 8 up - 5mins
• Pitch to each other - 2 mins
• Pair critique - 2 mins
Detail
USP
Key interactions
Data/KPIs
Trends/Opps
• Individually absorb feedback
• 2-3 ways it solves problem
• 1-2 ways for improvement
• Each Sketch 1 up - 5mins
• Pitch to your group - 5 mins
• Group critique - 5 mins
• Agree changes as a group
10 mins

Physical vs Digital
Storyboard group’s agreed experience
Digital
Physical
time
At home Commute CommuteAt work At gym
10 mins

Quick practice pitch
5 mins
• Connected experience
• 8 up
• 1 in-depth sketch
• Practice pitch
Physical vs Digital
Trend/Opp
Device
Persona
Problem
Solution

Embrace chaos

Embrace chaos
Challenge your ideas
“Whenever we propose a solution to a
problem, we ought to try as hard as we can to
overthrow our solution, rather than defend it.”
- Karl Popper, philosopher

Embrace chaos
Pitch to investors
• 3 minutes to present concept to investors.
• Other teams are investors hearing a startup pitch. They listen in silence
• NO questions can be asked
• Investor team notes down everything wrong with the concept
e.g. why it won’t work, the holes and how competitors are better
3 mins

Embrace chaos
Investors discuss!
• Spokesperson faces away from investors and listens in silence
• Investor team discusses feedback out loud as harshly as possible.
• Spokesperson cannot respond to questions or defend the ideas.
• Spokesperson can only take notes on what they hear.
• Spokesperson take notes back to their startup team.
3 mins

Embrace chaos
Active Decision Model
3 mins
Comment Ignore Remove Innovate Best practice

Do it again
3 mins
Trend/Opp
Device
Persona
Problem
Solution
Physical vs Digital
• Connected experience
• 8 up
• 1 in-depth sketch
• Practice pitch

Embrace chaos
Ritual dissent & assent
• Early concept validation
• Quickly lowers inhibitions
• Removes fat
• Generates ideas
• Team buy-in
• Ownership/investment
• Avoid premature convergence
http://cognitive-edge.com/library/methods/ritual-dissent/
Design Ritual
dissent
Active
Decision
Model
Design
(80/20)
Ritual
dissent
Active
Decision
Model
Design Ritual
Assent
Dave Snowden

Business Model
https://www.youtube.com/watch?v=l5Tw0PGcyN0
Simon Sinek

Business Model
Marketing
• Acquisition: arrival from channels (social?)
• Activation: enjoy the initial visit (trial?)
• Retention: re-visit (trigger?)
• Referral: tell others (advocacy)
• Revenue: pay for services (loyalty)
http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Dave McClure
Pirate metrics

Business Model
Reduce risk
h(p://prac/cetrumpstheory.com/2011/10/the-‐10x-‐product-‐launch/
Ash Maurya

Business Model
Spend vs Revenue (12 months)
30 mins
1.
Problem
No
one
to
compete
with
1.
Customer
Segments
Experience
seeker
2.
Early
adopter:
Compe//ve
movie
fan
3.
Unique
Value

Proposi9on
Compete
to
watch
films

first
Unfair
Advantage
The
more
you
play,
the

more
you
earn
2.
Solu9on
Automa/c
sentence

analysis
of
tweets
and

posts

3.
Channels
Smartphone
Tablet
Social
media
4.
Key
Metrics
Social
network
traffic
%
Purchase
%
Upgrade
%
(AARRR)
3.
Cost
Structure
(spend)
Staff
PR,
Social
Media
Rental,
Equipment,
Hos/ng
2.
Revenue
Streams
Revenue
Share?
Affiliate
links?
Mobile
adver/sing?
1.
Exis3ng
alterna3ves:
NeWlix
Now
TV
Amazon
Prime
...

12
users(millions)
63
0.5
1
1.5
2
Reduce market risk
Tipping point
Series A funding
Main features?
Marketing?
Platform?
infrastructure approach?
New channels?
New features?
New revenue model?
(beat the competition)
Months
2.5
3
3.5
Your plan
15 mins

Presentation prep

Presentation prep
1. The problem
2. Elevator pitch
3. Market opportunity
4. Your solution prototype
5. Business model
6. Technology
7. The competition
8. Marketing plan
9. The team
10. Money / Milestones
http://www.slideshare.net/dmc500hats/10-tips-on-how-to-pitch-a-vc-fowa-london
10 investment tips

Presentation techniques
Presentation prep
Tell a story Role play Advertise
Product demo Usability test
30 mins

Pitch Ideas!
30 mins

Thanks!
Eric Ries
www.startuplessonslearned.com
Eewei Chen
http://101DesignIngredients.com
Steve Blank
http://steveblank.com/books-for-startups/
Jeff Gothelf / Josh Seiden
www.startuplessonslearned.com
Dave Gray
http://www.gogamestorm.com/
Ash Maurya
http://runninglean.co/
PragProgEeweiChen101
(25% off code)

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