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Walking the Line: The Line of Product Development - Paul Dawson, Flux

  1. 1. flux[x] @fluxxstudios @poleydee Walking the line: The Role of Product Development Paul Dawson Partner, Experience & Innovation, Fluxx
  2. 2. flux[x] @fluxxstudios @poleydee The boring cred’s bit
  3. 3. flux[x] @fluxxstudios @poleydee A product & service innovation company Se#ng  Strategy  &   Vision   Developing  &  valida5ng   products   Innova5on  prac5ces  &   long  term  change  
  4. 4. flux[x] @fluxxstudios @poleydee Ideal outcomes from this session? Digital UX Product design Product development. How to get better briefs that allow you to explore interesting opportunities and less dispute with the people who are ‘leading’ it How to get closer to the product you had envisioned, and create greater harmony with the team tasked with making it great   “wtf ?”
  5. 5. flux[x] @fluxxstudios @poleydee There are two types of organisation in the world
  6. 6. flux[x] @fluxxstudios @poleydee Develop, design and sell products
  7. 7. flux[x] @fluxxstudios @poleydee Behave like they are a product company Don't behave like a product company
  8. 8. flux[x] @fluxxstudios @poleydee ‘Product’  is  what  is  on  the  shop  floor   ‘Product’  is  what  we  do  
  9. 9. flux[x] @fluxxstudios @poleydee New Product Development (NPD) q  Strategy q  Ideas and insight q  R&D Concepts q  Developed & Validated Concepts (Desirability, Viability, Feasibility) q  Partnerships and organisation q  Design & Build q  Operate
  10. 10. flux[x] @fluxxstudios @poleydee The ‘Non Product’ Approach q  Strategy q  Ideas and insight q  R&D Concepts q  Developed & Validated Concepts (Desirability, Viability, Feasibility) q  Partnerships and organisation q  Design & Build q  Operate Research   Business  Case   Investment  decision  
  11. 11. flux[x] @fluxxstudios @poleydee q  Strategy q  Ideas and insight q  R&D Concepts q  Developed & Validated Concepts (Desirability, Viability, Feasibility) q  Partnerships and organisation q  Design & Build q  Operate Opinions,  guesswork    and  specula5on   The ‘Non Product’ Approach
  12. 12. flux[x] @fluxxstudios @poleydee Fortunately, most digital projects I’ve worked on start here:
  13. 13. flux[x] @fluxxstudios @poleydee But then they go one of two ways: Exci5ng,  interes5ng,  innova5ve.   Empowered,  crea5ve,  inspired   Detailed,  monotonous,  not  thinking  for  myself   Demo5vated,  dis-­‐spirited,  ‘done  to’   What  if…   Wireframes     An  explora5on  of  why     What  new  opportuni5es  there  might  be  within  it   New  ideas,  ‘blue  sky’  thinking,…       Well,  they  seem  to  have  made  up  their  minds,   we’ll  just  get  on  and  be  the  wireframe   monkeys  shall  we?  
  14. 14. flux[x] @fluxxstudios @poleydee What if companies who know they are product companies did not behave like product companies?
  15. 15. flux[x] @fluxxstudios @poleydee An imaginary new product “A new range of luggage specifically for the family” The budget is set The board is all behind it
  16. 16. flux[x] @fluxxstudios @poleydee Stage 1: Research When product companies don’t behave like product companies
  17. 17. flux[x] @fluxxstudios @poleydee Stage 2: Envisioning When product companies don’t behave like product companies
  18. 18. flux[x] @fluxxstudios @poleydee We could pre-load them with things people need
  19. 19. flux[x] @fluxxstudios @poleydee We could do niche products for specialist audiences
  20. 20. flux[x] @fluxxstudios @poleydee Hey, what if the suitcase became a mode of transport?!
  21. 21. Hey, what if the suitcase actually became the holiday?
  22. 22. flux[x] @fluxxstudios @poleydee But then… “Product  Owner”   But suddenly… The  more  radical  thinking   simply  gets  dropped  as  it  can’t   be  validated     Ideas  may  be  good,  they  might   not.  Nobody  is  in  a  posi5on  to   judge  before  5me  starts   running  out.       “We’ve  got  a  whole  stack  of   basics  to  do  first”  
  23. 23. flux[x] @fluxxstudios @poleydee Agile approaches in non-product thinking companies… Things  we   know  we   can  do     Things  we  know  our   customers  value   The  unproven   ideas  domain  
  24. 24. flux[x] @fluxxstudios @poleydee Stage 3: New ideas get pushed to the back and we focus in on the basics, having no time, resource or remit to progress our half-formed ideas, no matter how brilliant they were…
  25. 25. flux[x] @fluxxstudios @poleydee but… We have bright people, all eager to unleash their creative juices and we lost them quite early on…
  26. 26. flux[x] @fluxxstudios @poleydee The Line Exci5ng,  interes5ng,  innova5ve.   Empowered,  crea5ve,  inspiring   Detailed,  monotonous,  not  thinking  for  myself   Demo5vated,  dis-­‐spirited,  ‘done  to’ Anything  is  possible   I  have  a  very  5ght,  prescrip5ve  brief  
  27. 27. flux[x] @fluxxstudios @poleydee We might have had the ‘right ideas’
  28. 28. flux[x] @fluxxstudios @poleydee but we haven’t been able to ‘make those ideas right’
  29. 29. flux[x] @fluxxstudios @poleydee Now  design  something   magnificent   What we needed was an inspiring brief with real possibilities “Design  a  suitcase  that  children  and   parents  will  love.   We  know  that  hassled  parents  and  kids  will   love  a  ride-­‐on  case.    We  can  save  5red   parent  arms  and  5red  toddler  legs  and   make  travel  fun.”   Research  &  Insight:   A  clear  product  proposi8on:  
  30. 30. flux[x] @fluxxstudios @poleydee And that’s what product development is
  31. 31. flux[x] @fluxxstudios @poleydee Product Development is pure UCD But it doesn’t design interfaces, and it’s not concerned with usability or ergonomics desirable   feasible   viable  
  32. 32. flux[x] @fluxxstudios @poleydee Product Development’s Goals 1.  To flesh out and validate product and service propositions Desirable: Customers will find value in it Feasible: We can make it work Viable: It can be an economic success 2.  Prove that this is the right thing to do, kill it early, or learn enough to turn it into the right thing to do 3.  To arm a design and build team with all they need to get the product designed and built in the right way
  33. 33. flux[x] @fluxxstudios @poleydee But what many product development teams miss is… That once they’ve ‘developed’ the idea into a product, the customer experience still has to be designed (because generally, they’re a bit crap at doing that bit!)
  34. 34. flux[x] @fluxxstudios @poleydee I’ve been on both sides Digital UX Product development .
  35. 35. flux[x] @fluxxstudios @poleydee “The  CEO  had  a   designer  mock   something  up”   “We’ve  had  a   product  design   consultancy   working  on  it”   “We’ve  developed  a  new  brand,   and  the  branding  agency  have   done  some  mock-­‐ups”   Words that strike terror…
  36. 36. flux[x] @fluxxstudios @poleydee “Here’s how it could look” Movie  UI  Design  by  Jayse  Hansen  
  37. 37. flux[x] @fluxxstudios @poleydee Getting the wrong side of the line only leads to conflict… “Arrogant  tossers,   they  just  don’t  get  it!”   “Ha,  they’re  so  wrong.  This  is   a  much  beCer  idea.”  
  38. 38. flux[x] @fluxxstudios @poleydee Today’s Line Exci5ng,  interes5ng,  innova5ve.   Empowered,  crea5ve,  inspiring   Detailed,  monotonous,  not  thinking  for  myself   Demo5vated,  dis-­‐spirited,  ‘done  to’ Anything  is  possible   I  have  a  very  5ght,  prescrip5ve  brief  
  39. 39. flux[x] @fluxxstudios @poleydee Setting out to raise the bar Exci5ng,  interes5ng,  innova5ve.   Empowered,  crea5ve,  inspiring   Detailed,  monotonous,  not  thinking  for  myself   Demo5vated,  dis-­‐spirited,  ‘done  to’ Anything  is  possible   I  have  a  very  5ght,  prescrip5ve  brief   “Mmmm. Nice concept, full of possibility. Will be fun to see how we make it work.”
  40. 40. flux[x] @fluxxstudios @poleydee So two key questions: How do you do this cost-effectively? We already think we don’t have enough time for design – how do you make it worth investing in? How  do  we  ensure  this  process   does  not  en5rely  alienate  design   and  development  teams?  
  41. 41. flux[x] @fluxxstudios @poleydee Three answers Focus on generating facts, not opinions; and be lean about it Enable and equip your design & build team, don’t tell them what to do Don’t be precious – about your ideas, or being right
  42. 42. flux[x] @fluxxstudios @poleydee Focus  on  genera5ng   facts,  not  opinions;  and   be  lean  about  it  
  43. 43. flux[x] @fluxxstudios @poleydee Flux[x] Labs
  44. 44. flux[x] @fluxxstudios @poleydee
  45. 45. flux[x] @fluxxstudios @poleydee
  46. 46. flux[x] @fluxxstudios @poleydee insight   idea   feasibility   design  &   development   manufacture   distribu5on  
  47. 47. flux[x] @fluxxstudios @poleydee Hard  to  do,  and  a   lot  of  risk   man ufac ture   design  &   development   feasibility                 Idea   d i s t r i b u t i o n insight   Easy  to  do,  and   no  risk   Star5ng  to  invest   5me  &  money  
  48. 48. flux[x] @fluxxstudios @poleydee Hard  to  do,  and  a   lot  of  risk   man ufac ture   design  &   development   feasibility                 Idea   insight   Easy  to  do,  and   no  risk   Star5ng  to  invest   5me  &  money  
  49. 49. flux[x] @fluxxstudios @poleydee
  50. 50. flux[x] @fluxxstudios @poleydee MVP = Minimum Viable Product Q: What is the absolute minimum we can do to see if people actually value our product?
  51. 51. flux[x] @fluxxstudios @poleydee distribu5on   Dim  and   distant  past   insight   concept   feasibility   design  &   development   manufacture   Painful,  but  we  got   there…   Dragon’s  Den   Give  it  to   the  press   Bankrupt   factory   Dodgy   catches   People   bought  it   Licensee   liquidated   Rob  Law’s  facts  were   generated  by  pu#ng   his  product    in  the   hands  of  the  press,   and  sure  enough  they   loved  it.  
  52. 52. flux[x] @fluxxstudios @poleydee
  53. 53. flux[x] @fluxxstudios @poleydee He believed strongly because he had generated real facts So what do the opinions of the dragons matter?! The toughness of his journey was testament to the fact that his MVP could not be that minimal
  54. 54. flux[x] @fluxxstudios @poleydee Fortunately… This now happens in days, or maybe weeks, but certainly not months. The Lab’s job within a product development cycle is to generate evidence-based learning, to help get the ideas right, and make good decisions based on facts
  55. 55. labs
  56. 56. labs Basic Insight We found it really hard to find a whiteboard the size we want and think that other people will have the same problem.
  57. 57. labs This leads to a value hypothesis that we can begin to test “We think that people will value a premium service that makes and installs whiteboards to a precise set of dimensions.”
  58. 58. labs 1.  Make a site that calculates the cost and puts customers in touch with us.

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