Tips I shared on designing products with entrepreneurs at Pear Garage @ Stanford. Full article: https://medium.com/@ugurkaner/how-to-design-products-an-entrepreneur-s-guide-57d99a34e4d3 Pear Garage @ Stanford: https://www.pear.vc/dorm/stanford/

1. How to Design Products
An Entrepreneur’s Guide
Ugur Kaner

2. Product
Designer

4. Design

5. Design
Solving problems
for users
Achieving
business goals

6. DesignAnalyzeDiscover Measure

7. The Story
What’s your story?

8. Me, entrepreneurship & the 50 lbs

9. DISCOVERY

10. The Self
Why should I do this?
Why am I “the one”?

11. Personal experience
Passion for Health & Wellness

12. The Network
Who do I know?
Who should I know?
Can I surround myself w/ right people?

13. New in town
New in field
I’m in the Bay Area

14. You can’t solve a problem
you don’t know of
- Smone Smart

15. The Problem
What’s the problem you are solving?
Why does it matter?
How can you simply explain it?
(Do your research)

16. 3/4 American adults are overweight
75% of diets fail
Exercise is not sufficient itself
Dietitians cost $200/h

17. The Market
Is the market big enough?

18. Online dieting
market
Dietitian & Nutritionist
market
2012
$2.5b
20152009
market expansion
Market expansion

19. The Competition
Do you have competition?
Is it good news or bad news?
How well do you know your competitors?
Who’s your closest competitor?
Why are you better?

20. Very competitive market
Frequent use, cumbersome interface
Mostly social accountability
1:1 accountability programs are expensive

21. Personal (Effective)
Generic
AffordableCostly
Dietitian

22. The User
Who’s the most excited in the world?
Why’s s/he excited?
How old is s/he?
Where does s/he live/work?
What does s/he read/listen/watch?

23. The User

24. Meet Jack, he’s 32 y/o, works in a bank in New
York. He likes Nike, Starbucks, watches Netflix,
listens to podcasts on his way to office.
Jack gained 20 lbs in the past year due intensive
work. He tried My Fitness Pal, Weight Watchers.
Despite eating less food and working w/ a
personal trainer at gym, he hasn’t been able to
achieve his weight goals.

25. ANALYZE

26. The Categorization
Facts
Hypotheses
Assumptions

27. Fact :
Hypothesis :
Assumption :
3/4 American adults are overweight
People who want to lose weight go to
gym
Calorie counting is essential

28. The Status-quo
Fleas in a jar

29. Are there better ways for you to track what you eat?
Do you have to see dietitians in person?
Why do you have to wait a week for feedback?

30. A picture worth a thousand words
Tracking and 1:1 accountability is the magic

31. The Revisit

32. DESIGN

33. The Brand
Who’s your product?

34. Simple, definitive, personable

35. The Must, Should & Could
Focus on the “Must”
As simple as possible, not any simpler

36. The Flow

37. The Flow

38. The Interface

39. The Wireframe

40. The Look & Feel

41. The Prototype

42. The Spec

43. The Communication

44. The Alpha
Put the “Musts” out in the wild
Learn, iterate & repeat

45. The Iteration

46. The Iteration

47. MEASURE

48. The Measurement
Daily/weekly/monthly active
Progress
Conversion
Retention
Referral rate
Acquisition Cost
You can’t improve what you can’t measure

49. Everyone who signed up, lost weight
Male users lost 2lbs - 4lbs within first 2 weeks
Female users lost 1lbs-2lbs within first 2 weeks
Every user maintained the weight they lost
9.2 NPS score

50. DesignAnalyzeDiscover Measure

51. Thank you!
@ugurkaner
kaner.me