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CVPR2010: Learnings from founding a computer vision startup: Chapter 6: Product desing: finding out what people really want
 

CVPR2010: Learnings from founding a computer vision startup: Chapter 6: Product desing: finding out what people really want

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    CVPR2010: Learnings from founding a computer vision startup: Chapter 6: Product desing: finding out what people really want CVPR2010: Learnings from founding a computer vision startup: Chapter 6: Product desing: finding out what people really want Presentation Transcript

    • 6. Product Design
    • Learnings from founding a Computer Vision Startup Goal: building a product customers want
    • Learnings from founding a Computer Vision Startup But how to find out what customers want? Flickr:CLSB
    • Learnings from founding a Computer Vision Startup Thirty thousand new consumer products are launched each year. But over 90% of them fail— and that’s after marketing professionals have spent massive amounts of money trying to understand what their customers want. Christensen et al. Marketing Malpractice The Cause and the Cure Harv. Bus Rev. 2005 Dec;83(12):74-83, 152.
    • Learnings from founding a Computer Vision Startup "If I had asked people what they wanted, they would have said faster horses." Henry Ford
    • Learnings from founding a Computer Vision Startup If theres one thing every junior consultant needs to have injected into their head with a heavy duty 2500 RPM DeWalt Drill, its this: Customers Dont Know What They Want. Stop Expecting Customers to Know What They Want. Its just never going to happen. Get over it. http://www.joelonsoftware.com/articles/fog0000000356.html
    • Learnings from founding a Computer Vision Startup Communicating with customers
    • Learnings from founding a Computer Vision Startup Hold the Mayo Ask people what they dont want Most software surveys and research questions are centered around what people want in a product. "What feature do you think is missing?" "If you could add just one thing, what would it be?" "What would make this product more useful for you?" What about the other side of the coin? Why not ask people what they dont want? "If you could remove one feature, what would it be?" "What dont you use?" "What gets in your way the most?" More isnt the answer. Sometimes the biggest favor you http://gettingreal.37signals.com/ can do for customers is to leave something out. Innovation Comes From Saying No [Innovation] comes from saying no to 1,000 things to make sure we dont get on the wrong track or try to do too much. Were always thinking about new markets we could enter, but its only by saying no that you can concentrate on the things that are really important. —Steve Jobs, CEO, Apple (from The Seed of Apples Innovation
    • Learnings from founding a Computer Vision Startup So, what to do then? 1) Build something you like 2) Ask customers - the right way 3) Measure 4) Iterate
    • Learnings from founding a Computer Vision Startup 1) Build something you like You are the domain expert, others - can’t imagine where (Vision) technology will lead to - can’t discriminate what’s feasible, what’s not Building something you like - is a good start - is a pre-condition to be successful (?) Resource: Make Opinionated Software http://gettingreal.37signals.com/ch04_Make_Opinionated_Software.php
    • Learnings from founding a Computer Vision Startup 2) Ask customers - the right way Approaches that seem to work A) Asking for desired outcome B) Integrating a product feedback loop
    • Learnings from founding a Computer Vision Startup Asking for desired outcome What job does the user/customer want to get done? purpose brand
    • Hiring a milk shake do get a job doneLearnings from founding a Computer Vision Startup Clayton Christensen http://www.youtube.com/watch?v=H3fGwsrXuZw
    • Learnings from founding a Computer Vision Startup Purpose Brand Example Until 1960’s one single product observational research showed: some customers have creative uses for the product - adding the product to laundry detergent - mixing it into toothpaste - sprinkling it on the carpet - others placing open boxes in the refrigerator
    • Learnings from founding a Computer Vision Startup Purpose Brand Example Job focus may grow product categories A purpose brand for each “job” These products make now more than 90% of Arm & Hammers revenues Christensen et al., Marketing Malpractice The Cause and the Cure, Harv. Bus Rev. 2005 Dec;83(12):74-83, 152.
    • Learnings from founding a Computer Vision Startup 2) Ask customers - the right way Two approaches that seem to work A) Asking for desired outcome B) Product feedback loop
    • Learnings from founding a Computer Vision Startup
    • Learnings from founding a Computer Vision Startup
    • Learnings from founding a Computer Vision Startup
    • Learnings from founding a Computer Vision Startup 3) Measure Hal R. Varian Keynote at IJCAI 2009 http://videolectures.net/ijcai09_varian_cmt/
    • Learnings from founding a Computer Vision Startup 3) Measure Timothy Ferriss at LeWeb 2009 http://www.fourhourworkweek.com/blog/2009/12/13/how-to-create-a-global-phenomenon-for-less-than-10000/
    • What is special about Vision? In Terms of Product Design
    • Learnings from founding a Computer Vision Startup Special challenges for Vision Startups Technological limits (e.g. object class recognition) Novel usage concepts -> user education High costs for product development
    • How we did it
    • Learnings from founding a Computer Vision Startup How we did it: Paperboy Purpose Brand Direct application of job-based product design Before After Job 1/ Product 1 Job 2 / Product 2 kooaba Visual Search Job 3 / Product 3
    • Learnings from founding a Computer Vision Startup How we did it: Paperboy Purpose Brand Paperboy Delivers digital extras for print
    • Learnings from founding a Computer Vision Startuphttp://www.youtube.com/watch?v=wtCF8deqnFw
    • Learnings from founding a Computer Vision Startup How we did it: polarrose.com usability tests with video recordings user feedback customer dialogues (packaging of technology)
    • Q&A
    • Learnings from founding a Computer Vision Startup Resources http://www.joelonsoftware.com/articles/ Joel on Software: Customers fog0000000356.html 37 signals getting real http://gettingreal.37signals.com/ http://gettingreal.37signals.com/ Getting real: make opinionated Software ch04_Make_Opinionated_Software.php Clayton Christensen: Milk Shake Job http://www.youtube.com/watch?v=H3fGwsrXuZw http://blog.businessofsoftware.org/2010/05/ Kathy Sierra: letting users get better at sth kathy-sierra-at-business-of-software-2009.html User Voice www.uservoice.com Get Satisfaction www.getsatisfaction.com Hal Varian at IJCAI 2009 http://videolectures.net/ijcai09_varian_cmt/ http://www.fourhourworkweek.com/blog/2009/12/13/ Timothy Ferris at LeWeb 2009 how-to-create-a-global-phenomenon-for-less-