These are the slides from Noam Bernstein's workshop at Product of Things Conference in Tel Aviv on July 2018: Who this workshop is for: This 90 minute workshop is for those who want to understand the fundamentals of Customer Journey in the IoT domain, in order to develop products that mean much more to their users After this workshop you will be able to: - Understand how different media (machine to human, human to machine, community, app, voice gesture) effect UX Analyse the trade off between adding interaction and adding automation and learn how to use it better - Create an in-depth user experience that responds to the needs of the market, and is relevant to the user What is covered: - Customer Journey - going through all the steps on the customer's side while constantly asking what experience they expect to have - What does the success of the user’s task mean to them, and how changing the process medium can change user experience - How to prioritize opportunities while taking into account risk of market failure In this workshop, Noam will share his insights and lessons learned from 16 years of experience in bringing a broad range of new products from need to market with some of the world’s biggest brands.

1. Workshop by Moriya KassisWorkshop by Noam Bernstein,
Director of Business Development
at
Finding Market Pull
for my Tech Push

2. Industrial Design Bezalel 2002
8 years active designer & design manager
>25 products launched in global markets
> millions units sold of products I designed
failed miserably with a few, too
MBA Strategy major IDC 2010
7 years guiding MBA strategy projects for Teva, Sandisk
Nekuda Design Management physical & digital Innovation
Global Consumer Electronics Samsung, Haier, PepsiCo
NOAM BERNSTEIN

3. Tech without
a market
is sad.
3

4. “A technology push implies that a new invention is
pushed through Research and Development,
production and sales and enters onto
the market without proper consideration of
whether or not it satisfies a user need.
44

5. “I’m building
Tech; don’t
bother me with
users” 5

6. 6
you knew this…

7. 7
A study conducted by Startup Genome concluded:
“Startups need 2-3 times longer to
validate their market than most
founders expect. This underestimation creates the pressure to scale
prematurely… In our dataset we found that 70% of startups scaled
prematurely along some dimension. While this
number seemed high, this may go a long way towards explaining the 90% failure rate of startups.”
https://a16z.com/2017/02/18/12-things-about-product-market-fit/
Did you know…

8. Tech without
a market is
worth less.
8

9. ““The term product/market fit
describes ‘the moment when a
startup finally finds a widespread
set of customers that resonate
with its product’.”
Eric Ries
9

10. 10
If we’re solving
needs, why do
we jump to
solutions?

11. 11
▰ Our brains are wired that way
▰ Taught & rewarded for solving (design, engineering)
▰ Not taught or rewarded for problems
▰ Our users are outside the lab, far away
▰ Need to develop to test
▰ Users don’t know what they want

12. Problem
thinking is a
different skillset
12

13. Human
Cultural
Interview
Empathize but
stay detached
Observe implicit
hints & hidden
motivations
Marketing
Strategic
Identify & user
beliefs paradigms
See parts of the
puzzle, players &
power
Imagine a
different puzzle
Conceptual
logical
Know different
models & how
to apply them
Create new links
Create hypotheses &
how to validate
13
Problem Skill-set

14. Problem
thinking means
delaying
solution dev 14

15. New way:
make time to
validate product
market fit early 15

16. ““When you are BPMF*, focus obsessively on
getting to product/market fit. Do whatever is
required to get to product/market fit. Including
changing out people, rewriting your product,
moving into a different market, telling customers no when you
don’t want to, telling customers yes when you don’t want to, raising that fourth round of highly
dilutive venture capital — whatever is required. When you get right down to it, you can ignore
almost everything else. I’m not suggesting that you do ignore everything else — just that judging
from what I’ve seen in successful startups, you can.
Marc Andreesen
*Before Product Market fit
16

17. New way:
tackle riskiest
parts first
(new/unproven) 17

18. Concept
Testing
Validate
VPs UX & features
with target users
P.O.C
Alpha
Test
Functional
features
Demo /
landing
Validate
Customer
acquisition &
pricing
Beta
Test
Test
Features
w UX
MVP
Launch
Validate
Market
User
Research
Validate user &
unmet needs
5-6 Hypotheses
Critical
Design
Review
Final
Design
Review
New way:
2-3 Hypotheses Valid
Focused
MVP

19. 19

20. “...people don’t know
what they want until
you show them”
Steve Jobs
(so don’t ask
them what
they want!)

21. “But I’m Agile!
we test in each
cycle"
21

22. ““In general, hiring before you get
product/market fit slows you down, and hiring
after you get product market fit speeds you up.
Until you get product/market fit, you want to a)
live as long as possible and b) iterate as quickly
as possible.”
Sam Altman.
2222
https://a16z.com/2017/02/18/12-things-about-product-market-fit/

23. New way:
find PMF before
you start Agile
23

24. MVP
Launch
Validate
Market
Final
Release
A1 A2 A3
PMF before Agile
Concept
Testing
Validate
VPs UX & features
with target users
Demo /
landing
Validate
Customer
acquisition &
pricing
User
Research
Validate user &
unmet needs
5-6 Hypotheses
2-3 Hypotheses Valid
Focused
MVP

25. “Actually, making an insanely great product has
a lot to do with the process of making the
product, how you learn things and adopt new
ideas and throw out old ideas.
Steve jobs
2525

26. Concept
Testing
Validate
VPs UX & features
with target users
P.O.C
Alpha
Test
Functional
features
Demo /
landing
Validate
Customer
acquisition &
pricing
Beta
Test
Test
Features
w UX
MVP
Launch
Validate
Market
User
Research
Validate user &
unmet needs
5-6 Hypotheses
Critical
Design
Review
Final
Design
Review
New way:
2-3 Hypotheses Valid
Focused
MVP

27. Step 1:
hypotheses of
user-problem-
solution 27

28. Hypothesis A:
“Assuming User 1’s
problem is A, a good
solution could be X”
28

29. Hypothesis B:
“Assuming User 2’s
problem is B, a good
solution could be Y”
29

30. Who to ask?
The
Chasm

31. Profiling helps planning
MVP for User A
GEN2 for User B & User C

32. Step 2:
Prioritize, by:
1. pain level
2. ease of reach
3. price / ability to pay
4. market size / adopters 32

33. Step 3:
build testable
use scenarios &
concept boards 33

34. “...people don’t know
what they want until
you show them”
Steve Jobs
(so don’t ask
them what
they want!)

35. Step 4:
draft a 40 min
interview guide
35

36. avoid your own bias
Part#1: Who are they? demographics
Part#2: Their jobs, needs? psychographics
Part#3: Concept boards co-creation
Easy to answer
Build comfort
Hard to answer
Ask appropriately

37. Step 5:
pilot interviews:
2-3 users. Probe.
Listen. Refine. 37

38. Step 6:
6-20 Interviews.
Evolve & adapt
PMF each time 38

39. Concept
Testing
Validate
VPs UX & features
with target users
P.O.C
Alpha
Test
Functional
features
Demo /
landing
Validate
Customer
acquisition &
pricing
Beta
Test
Test
Features
w UX
MVP
Launch
Validate
Market
User
Research
Validate user &
unmet needs
5-6 Hypotheses
Critical
Design
Review
Final
Design
Review
2-3 Hypotheses Valid
Focused
MVP

40. What now?
Let’s try it!
40

41. Step 1:
hypotheses of
user-problem-
solution 41

42. 42

43. 43

44. 44

45. 45

46. 46

47. 47

48. 48

49. 49

50. 50

51. 51
If you are…
already working on a
product
start here

52. 52
If you are…
starting with a problem
start here

53. 53
If you find it easiest to
start with a good
competitor-
start here

54. 54
If you were none of the
mentioned stages, best is
try joining someone else
for the exercise

55. 55
Once you’ve filled in your
current product and best
competitor…

56. Step 2:
Sketch use
scenarios with
magic moments 56

57. 57

58. 58
Choose one key use
scenario –
one that solves a key
need

59. 59
First scene is crucial:
Use Scenario starts when awareness
to the problem / need begins
(could be way before your use case)

60. 60
Don’t sketch UX design,
Focus on the way you
solve customer needs:
The feature (what)
And the UX (how)

61. 61
Try to identify exactly when your customer
will have an “AHA” moment happens
Build before and after

62. Step 3:
Sketch concept
boards;
practice focus 62

63. 63

64. 64
Focus on the start of the Pain
AND
the “AHA” moment

65. 65
Write in How and When the pain is solved
Name & Slogan
Best for…(benefit or better yet…meaning)

66. contact info:
noam@nekudadm.com
(+972) 054-2630032
linkedin.com/in/noam-bernstein-651ab01
NOAM BERNSTEIN

67. THANKS!
Any questions?
You can find me at
noam@nekudadm.com