#UX #Design @Ultraman
How to design stuff that matters, fast!
Eewei Chen @ultraman #UX #Design
#UX #Design @Ultraman
11:00 - 11:30
13:00 - 14:00
15:30 - 16:00
17:30
Before we start...
Coffee Break
Lunch
Coffee Break
F...
#UX #Design @Ultraman
1994
Eewei Chen @Ultraman
Design happiness
Present
#UX #Design @Ultraman
Stay connected
ANYTIME
SKY+
SKY GO
EPG
MOBILE WEB
#UX #Design @Ultraman
Why design fast?
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Why design fast?
no longer exist
no one can live without
Stay alive
#UX #Design @Ultraman
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?
Soluti...
#UX #Design @Ultraman
http://www.netpaths.net/blog/design-dividend-payback/
Increase value
Why design fast?
#UX #Design @Ultraman
Is there a secret formula?
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Is there a secret formula?
• Domain Research
• Trend & Market Insight
• Data Analysis
• Competitor B...
#UX #Design @Ultraman
Form Teams
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Product Word Match
15 mins
1. word + word = Product Name
2. What problem are you solving?
3. Who is ...
#UX #Design @Ultraman
The Challenge
Analyse the data
Solve the right problem
Make a connection
Define success
Present earl...
#UX #Design @Ultraman
The Challenge
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
• Self-service
• Customization
• Personalization
• Anytime, anywhere
• Location awareness
People’s e...
#UX #Design @Ultraman
• Digitally-connected customers
• Membership and community
• Shared ownership: space, stuff, and ski...
#UX #Design @Ultraman
The challenge
*Facebook poll
Text
Text
Comedy Action
SportForeign
Happy
Sad
Inspired...
Not in the
m...
#UX #Design @Ultraman
The challenge
Create a connected digital experience that
better entertains people
where they want,
w...
#UX #Design @Ultraman
The challenge
Steve Jobs
#UX #Design @Ultraman
culture
commute
conference
home
shop
holiday
work
play
exercise
family
friends
dine
sport
hobby
scho...
#UX #Design @Ultraman
Take a deep breath...
Work fast
No right or wrong
Be positive
Works as a team
Breadth not Depth
Have...
#UX #Design @Ultraman
Analyse the data
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Analyse the data
Discuss...
How can analysing data help?
#UX #Design @Ultraman
Improve business KPIs
Analyse the data
We’re losing 10% of
customers monthly.
Help services need to ...
#UX #Design @Ultraman
Align device experiences
Analyse the data
• 55% of Europeans prefer Android phones, 23% prefer iPhon...
#UX #Design @Ultraman
Focus on target demographic
Analyse the data Which age group?
#UX #Design @Ultraman
Solve the right problem
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Who is it for?
Solve the right problem
Identity Motivation
Explorer Personal curiosity, experience s...
#UX #Design @Ultraman
What’s the problem?
Who is it for?
I like going to places and
events I see in movies like
shops and ...
#UX #Design @Ultraman
Which opportunities?
Mobile advertising
Connected multi-device synching
sentiment analysis (Data)
Mo...
#UX #Design @Ultraman
Which trends?
Point & Know
(the matrix)
Crowd sourcing
(right advice)
DIY Health
(well being)
Second...
#UX #Design @Ultraman
Triggers
Failed
trigger
Target Behaviour Trigger
Core Motivators
• Pleasure / Pain
• Hope / Fear
• A...
#UX #Design @Ultraman
Coffee Break
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Prove it
http://www.youtube.com/watch?v=b240PGCMwV0
Validating ideas is not a new concept...
#UX #Design @Ultraman
Validate (Lean Startup + Agile)
•Guess
•Consequence
•Experiment
Cornell U, 1964
•Assumption
•Validat...
#UX #Design @Ultraman
Nordstrom iPad app prototype
https://www.youtube.com/watch?v=szr0ezLyQHY
In the wild...
#UX #Design @Ultraman
Make a connection
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Make a connection
Personas represent a target audience with similar needs.
They help to create custo...
#UX #Design @Ultraman
Details
Behaviours
★ Loves playing games
★ ...
★ ...
Needs & Goals
• Share movie knowledge
to show o...
#UX #Design @Ultraman
Define success
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Output
Delivered feature
e.g. leader board (gamification)
Outcome
Immediate change by an output.
e.g...
#UX #Design @Ultraman
Define outputs
Outcome
Behaviours
ImpactBarrier
Needs & Goals
30 mins
OutputsMarketing
Friend’s shar...
#UX #Design @Ultraman
Output, outcome, impact
Outputs
Outcome
Behaviours
ImpactBarrier
Marketing
Needs & Goals
15 mins
Fri...
#UX #Design @Ultraman
ROI*
Business Impact
User Impact
Effort
1 - low
2 - Medium
3 - High
15 mins
High Impact
High
Effort
...
#UX #Design @Ultraman
Define success 15 mins
Easy to use
Relevant
Hard to use
Irrelevant
More fun?
Inaccurate
suggestions
...
#UX #Design @Ultraman
Define success
Product statement / Marketing message
15 mins
For Jeff the experience seeker who
want...
#UX #Design @Ultraman
Present early thinking
Copyright 101DesignIngredients.com
15 mins
• Pick a spokes person
• Elevator ...
#UX #Design @Ultraman
Lunch
Copyright 101DesignIngredients.com
40 mins
#UX #Design @Ultraman
✓ The Challenge
✓ Analyse the data
✓ Solve the right problem
✓ Make a connection
✓ Define success
✓ ...
#UX #Design @Ultraman
Sticky Whispers
15 mins
1. Think of a lyric or quote
2. Write it on a post it
3. Cover it with a bla...
#UX #Design @Ultraman
Details
Behaviours
★ Loves playing games
★ ...
★ ...
Needs & Goals
• Share movie knowledge
to show o...
#UX #Design @Ultraman
15 minsDefine success
Details
Behaviours Needs & Goals
Barriers Output
Time poor Time rich
Summary
S...
#UX #Design @Ultraman
Physical vs Digital
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Physical vs Digital
Physical to Digital
Digital Only
Replacement for the physical
Digital Overlay
di...
#UX #Design @Ultraman
Physical vs Digital
Engagement
Passive
Viewing
Active
interacting alone
Interactive
Interacting
with...
#UX #Design @Ultraman
Physical vs Digital
Opportunity Map
Passive
Viewing
Active
interacting alone
Interactive
Interacting...
#UX #Design @Ultraman
Physical vs Digital
Write out core activities
15 mins
Common activities when looking for something t...
#UX #Design @Ultraman
Physical vs Digital
Map out expected core experience
30 mins
1. Reflect on what, how, when & where
e...
#UX #Design @Ultraman
Physical vs Digital
Map out New & Improved experience
30 mins
Brainstorm and document new activities...
#UX #Design @Ultraman
ROI*
Business Impact
User Impact
Effort
1 - low
2 - Medium
3 - High
15 mins
High Impact
High
Effort
...
#UX #Design @Ultraman
Physical vs Digital
Join up ideal activities
take individual activities and
experiences and...
Think...
9. Get location
based movie
recommendation
s on walk home
(Smart watch,
street)
Entice Enter Engage Exit Extend
#UX #Desig...
#UX #Design @Ultraman
Coffee Break
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Prototype
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Prototype
Things to remember...
Physical vs Digital
Triggers
Continuous connection
Persona
Engagemen...
#UX #Design @Ultraman
Prototype
Concept creation
1
2
3
4
5
6
1 2 3 4
5 6 7 8
Note down:
• Physical vs Digital: Activities,...
#UX #Design @Ultraman
Prototype
Concept testing in your team
20 mins
• Form pairs
• Each Sketch 8 up - 5mins
• Pitch to ea...
#UX #Design @Ultraman
Physical vs Digital
Storyboard group’s agreed experience
Digital
Physical
time
At home Commute Commu...
#UX #Design @Ultraman
Quick practice pitch
5 mins
• Connected experience
• 8 up
• 1 in-depth sketch
• Pick a spokes person...
#UX #Design @Ultraman
Embrace chaos
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Embrace chaos
Challenge your ideas
“Whenever we propose a solution to a
problem, we ought to try as ...
#UX #Design @Ultraman
Embrace chaos
Pitch to investors
• Pick a spokes person
• 3 minutes to present concept to investors....
#UX #Design @Ultraman
Embrace chaos
Investors discuss!
• Spokesperson faces away from investors and listens in silence
• I...
#UX #Design @Ultraman
Embrace chaos
Active Decision Model
3 mins
Comment Ignore Remove Innovate Best practice
#UX #Design @Ultraman
Do it again
3 mins
Trend/Opp
Device
Persona
Problem
Solution
Physical vs Digital
• Connected experie...
#UX #Design @Ultraman
Embrace chaos
Ritual dissent & assent
• Early concept validation
• Quickly lowers inhibitions
• Remo...
#UX #Design @Ultraman
Business Model
Copyright 101DesignIngredients.com
https://www.youtube.com/watch?v=l5Tw0PGcyN0
Simon ...
#UX #Design @Ultraman
Business Model
Marketing
• Acquisition: arrival from channels (social?)
• Activation: enjoy the init...
#UX #Design @Ultraman
Business Model
Reduce risk
h(p://prac/cetrumpstheory.com/2011/10/the-­‐10x-­‐product-­‐launch/
Ash M...
#UX #Design @Ultraman
Business Model
Spend vs Revenue (12 months)
30 mins
1.	
  Problem
No	
  one	
  to	
  compete	
  with...
#UX #Design @Ultraman
12
users(millions)
63
0.5
1
1.5
2
Reduce market risk
Tipping point
Series A funding
Main features?
M...
#UX #Design @Ultraman
Presentation prep
Copyright 101DesignIngredients.com
#UX #Design @Ultraman
Presentation prep
1. The problem
2. Elevator pitch
3. Market opportunity
4. Your solution prototype
...
#UX #Design @Ultraman
Presentation techniques
Presentation prep
Tell a story Role play Advertise
Product demo Usability te...
#UX #Design @Ultraman
Pitch Ideas!
Copyright 101DesignIngredients.com
30 mins
#UX #Design @Ultraman
Thanks!
Eric Ries
www.startuplessonslearned.com
Eewei Chen
http://101DesignIngredients.com
Steve Bla...
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How to design stuff that matters fast - Dev Week 2014

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Too much time is wasted creating that big design upfront, only to find that users don't like what you have built once it has been released. Today, we are in danger of not only over-designing, but also designing solutions to the wrong problems. In this workshop, Chen will demonstrate how to experiment with rapid design techniques to ensure design solutions for the right business problems are delivered to the right target audiences rapidly and continuously. He will show how to create design solutions fast, as a team, and how to work with a client to get products that really matter out into market early. Good design involves elegantly solving problems despite the constraints. More often than not, time is one of those constraints. In this workshop you will be forced to think and act quickly, exploring how to quickly work as a team to address a real-world problem; rapidly analysing customer, industry and business trends, behaviours and needs to validate ideas; and learning how to apply the latest design thinking, Lean Startup, Lean UX and agile methodologies, to bring your prototype to life and ensure it is as useful as it can possibly be.

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How to design stuff that matters fast - Dev Week 2014

  1. 1. #UX #Design @Ultraman How to design stuff that matters, fast! Eewei Chen @ultraman #UX #Design
  2. 2. #UX #Design @Ultraman 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
  3. 3. #UX #Design @Ultraman 1994 Eewei Chen @Ultraman Design happiness Present
  4. 4. #UX #Design @Ultraman Stay connected ANYTIME SKY+ SKY GO EPG MOBILE WEB
  5. 5. #UX #Design @Ultraman Why design fast? Copyright 101DesignIngredients.com
  6. 6. #UX #Design @Ultraman Why design fast? no longer exist no one can live without Stay alive
  7. 7. #UX #Design @Ultraman Why design fast? How will they stay alive?
  8. 8. #UX #Design @Ultraman 8 no longer exist Improve early Problem - Findability and Usefulness of info Why design fast? Solution + Simplified and Personalised
  9. 9. #UX #Design @Ultraman http://www.netpaths.net/blog/design-dividend-payback/ Increase value Why design fast?
  10. 10. #UX #Design @Ultraman Is there a secret formula? Copyright 101DesignIngredients.com
  11. 11. #UX #Design @Ultraman 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!
  12. 12. #UX #Design @Ultraman Form Teams Copyright 101DesignIngredients.com
  13. 13. #UX #Design @Ultraman 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
  14. 14. #UX #Design @Ultraman 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
  15. 15. #UX #Design @Ultraman The Challenge Copyright 101DesignIngredients.com
  16. 16. #UX #Design @Ultraman • 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
  17. 17. #UX #Design @Ultraman • 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
  18. 18. #UX #Design @Ultraman 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
  19. 19. #UX #Design @Ultraman 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
  20. 20. #UX #Design @Ultraman The challenge Steve Jobs
  21. 21. #UX #Design @Ultraman 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?
  22. 22. #UX #Design @Ultraman 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
  23. 23. #UX #Design @Ultraman Analyse the data Copyright 101DesignIngredients.com
  24. 24. #UX #Design @Ultraman Analyse the data Discuss... How can analysing data help?
  25. 25. #UX #Design @Ultraman 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 Copyright 101DesignIngredients.com Which KPI to focus on?
  26. 26. #UX #Design @Ultraman 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?
  27. 27. #UX #Design @Ultraman Focus on target demographic Analyse the data Which age group?
  28. 28. #UX #Design @Ultraman Solve the right problem Copyright 101DesignIngredients.com
  29. 29. #UX #Design @Ultraman Who is it for? Solve the right problem 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...
  30. 30. #UX #Design @Ultraman 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
  31. 31. #UX #Design @Ultraman Which opportunities? Mobile advertising Connected multi-device synching sentiment analysis (Data) Mobile payments Social TV What’s the problem?
  32. 32. #UX #Design @Ultraman 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) What’s the problem?
  33. 33. #UX #Design @Ultraman 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
  34. 34. #UX #Design @Ultraman Coffee Break Copyright 101DesignIngredients.com
  35. 35. #UX #Design @Ultraman Prove it http://www.youtube.com/watch?v=b240PGCMwV0 Validating ideas is not a new concept...
  36. 36. #UX #Design @Ultraman 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...
  37. 37. #UX #Design @Ultraman Nordstrom iPad app prototype https://www.youtube.com/watch?v=szr0ezLyQHY In the wild...
  38. 38. #UX #Design @Ultraman Make a connection Copyright 101DesignIngredients.com
  39. 39. #UX #Design @Ultraman 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?
  40. 40. #UX #Design @Ultraman 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
  41. 41. #UX #Design @Ultraman Define success Copyright 101DesignIngredients.com
  42. 42. #UX #Design @Ultraman 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
  43. 43. #UX #Design @Ultraman 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
  44. 44. #UX #Design @Ultraman 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
  45. 45. #UX #Design @Ultraman 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
  46. 46. #UX #Design @Ultraman 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
  47. 47. #UX #Design @Ultraman 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
  48. 48. #UX #Design @Ultraman Present early thinking Copyright 101DesignIngredients.com 15 mins • Pick a spokes person • Elevator pitch
  49. 49. #UX #Design @Ultraman Lunch Copyright 101DesignIngredients.com 40 mins
  50. 50. #UX #Design @Ultraman ✓ 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
  51. 51. #UX #Design @Ultraman 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!
  52. 52. #UX #Design @Ultraman 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
  53. 53. #UX #Design @Ultraman 15 minsDefine success Details Behaviours Needs & Goals Barriers Output Time poor Time rich Summary SpecificGeneric SocialAnti-social Lean forwardSit back Create your persona
  54. 54. #UX #Design @Ultraman Physical vs Digital Copyright 101DesignIngredients.com
  55. 55. #UX #Design @Ultraman 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
  56. 56. #UX #Design @Ultraman 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
  57. 57. #UX #Design @Ultraman 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
  58. 58. #UX #Design @Ultraman 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
  59. 59. #UX #Design @Ultraman 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!
  60. 60. #UX #Design @Ultraman 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!
  61. 61. #UX #Design @Ultraman 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!
  62. 62. #UX #Design @Ultraman 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”)
  63. 63. 9. Get location based movie recommendation s on walk home (Smart watch, street) Entice Enter Engage Exit Extend #UX #Design @Ultraman 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
  64. 64. #UX #Design @Ultraman Coffee Break Copyright 101DesignIngredients.com
  65. 65. #UX #Design @Ultraman Prototype Copyright 101DesignIngredients.com
  66. 66. #UX #Design @Ultraman Prototype Things to remember... Physical vs Digital Triggers Continuous connection Persona Engagement Device Trends Data Competition
  67. 67. #UX #Design @Ultraman 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!
  68. 68. #UX #Design @Ultraman 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
  69. 69. #UX #Design @Ultraman Physical vs Digital Storyboard group’s agreed experience Digital Physical time At home Commute CommuteAt work At gym Entice Enter Engage Exit Extend 10 mins
  70. 70. #UX #Design @Ultraman Quick practice pitch 5 mins • Connected experience • 8 up • 1 in-depth sketch • Pick a spokes person • Practice pitch Physical vs Digital Trend/Opp Device Persona Problem Solution
  71. 71. #UX #Design @Ultraman Embrace chaos Copyright 101DesignIngredients.com
  72. 72. #UX #Design @Ultraman 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
  73. 73. #UX #Design @Ultraman Embrace chaos Pitch to investors • Pick a spokes person • 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
  74. 74. #UX #Design @Ultraman 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
  75. 75. #UX #Design @Ultraman Embrace chaos Active Decision Model 3 mins Comment Ignore Remove Innovate Best practice
  76. 76. #UX #Design @Ultraman Do it again 3 mins Trend/Opp Device Persona Problem Solution Physical vs Digital • Connected experience • 8 up • 1 in-depth sketch • Practice pitch
  77. 77. #UX #Design @Ultraman 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
  78. 78. #UX #Design @Ultraman Business Model Copyright 101DesignIngredients.com https://www.youtube.com/watch?v=l5Tw0PGcyN0 Simon Sinek
  79. 79. #UX #Design @Ultraman 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
  80. 80. #UX #Design @Ultraman Business Model Reduce risk h(p://prac/cetrumpstheory.com/2011/10/the-­‐10x-­‐product-­‐launch/ Ash Maurya
  81. 81. #UX #Design @Ultraman 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 ...
  82. 82. #UX #Design @Ultraman 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
  83. 83. #UX #Design @Ultraman Presentation prep Copyright 101DesignIngredients.com
  84. 84. #UX #Design @Ultraman 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
  85. 85. #UX #Design @Ultraman Presentation techniques Presentation prep Tell a story Role play Advertise Product demo Usability test 30 mins
  86. 86. #UX #Design @Ultraman Pitch Ideas! Copyright 101DesignIngredients.com 30 mins
  87. 87. #UX #Design @Ultraman 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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