The process of building a product from identifying opportunities, proving the canvas, gaining additional insights, A/B testing and productization.

1. H O W T O B U I L D A
P R O D U C T
A N D R E W L A W

3. B E E K E E P E R
A

4. W O O D W O R K E R
A

5. D I V E R
A

6. C O O K
A

7. P R O D U C T D E S I G N E R
I L O V E B E I N G A

8. as a product designer it is my job to identify
opportunities that grow the business

9. S O C I A L I Z AT I O N , I N S I G H T S , E M PAT H Y
IDENTIFYING OPPORTUNITIES
P R O T O T Y P I N G , R E S E A R C H , A / B T E S T I N G
PROVING THE CANVAS
F I N A L 1 0 % , L O C A L I Z AT I O N , D E L I V E RY
PRODUCTIZATION

10. O P P O R T U N I T I E S
I D E N T I F Y

11. • What existing data do you have at your disposal?
• What additional data do you need to gather?
• What hypothesis can you form from that data?
• Ask yourself, “Is there a there, there?”

12. E N G L A N D
L O N D O N
F O R M E R LY PA R T O F T H E E U

13. I D E A
S O C I A L I Z E

14. • Don’t guard it
• Be opportunistic, talk to people
• Attend engineering stand-ups
• Get a variety of viewpoints
• Find someone who is a natural at poking holes

15. I N S I G H T S
G A I N A D D I T I O N A L

16. • Exploratory Research
• Ethnographic Research
• ‘Guerilla’ Research
• Man on the street interviews
• Video Diaries
• Lab Sessions

17. T E X A S
D A L L A S

18. E M PAT H Y
D E V E L O P

19. • Understand who you are designing for
• Meet your users in person
• Does it make life easier, simpler or cheaper for them?
• Find ways to walk in other people shoes
• Accessibility labs

20. M I C H I G A N
D E T R O I T

22. I N D I A
A G R A

23. J A PA N
T O K Y O

24. K O R E A
S O U T H

25. F I N D I N G S
P R E S E N T

26. • Brand your idea, give it a good name
• Can you summarize the idea in a sentence?
• Is it easily grokkable?
• Make it consumable to; PMs, Design, Engineering and
other stakeholders
• Write a memo

27. P R O T O T Y P E
B U I L D A

28. • Native is not necessary
• Tools; Framer, Quartz, InVision, Paper
• Low/high fidelity mocks
• Personalize if necessary
• Whatever is best suited to communicate the idea

29. C O N C E P T
T E S T T H E

30. create an experiment with a control group and one or more
experimental groups which receive alternative treatments
A/B TESTING

31. P R O D U C T I Z E
C O N G R A T U L A T I O N S , N O W

32. • The last mile
• Polish for productization
• Product localization (RTL)
• Concessions
• Launch vs. fast follow

33. Q U E S T I O N S ?
H A V E A N Y
@ A N D Y T L A W
A N D Y @ I D E A T I O N . P R O