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Validating Your Idea
And How to Avoid a Product that Nobody Wants
Mike Parsons, Chief Innovation Officer
Learn from the best Deal with the bumps
“95% of innovation fails.”
CLAY CHRISTENSEN, INNOVATION GURU
INNOVATION IS
HARDHARD
HOPEHOPE
DEFINITIONS
How do we create viable and profitable
products that users love?
How do we create viable and profitable
products that users love?
Oh!
Not that word again
[IN-UH-VEY-SHUH N]
What do we mean by innovation?
BREAKTHROUGH
TECHNOLOGY
RADICAL
SOLUTION
HUGE
PROBLEM
10X
PHYSICAL
IPHONE
SERVICE
HOME DELIVERY
EXPERIENCE
RETAIL IN-STORE
SPECTRUM
How do the world’s best do it?
Innovation Spectrum
CUSTOMER EXPERIENCE PRODUCT SYSTEM
Store of the future
Customer Service
Community of this or that
Uber...
Amazon Innovation Spectrum
1-Click
Prime Membership
Dash Buttons
The Everything Store
Kindle
Amazon Studios
AWS
40 Jumbo J...
Apple Innovation Spectrum
Retail Stores
Packaging
Genius Bar
Siri
iTunes
Hardware Devices
OSX & iOS
Supply Chain
Swift Lan...
Google Innovation Spectrum
Search
Google Apps
Maps
YouTube
Google Home
Chrome
Android
Chrome OS
Cloud Platform
CUSTOMER EX...
Momentum from leverage
1-Click The Everything Store 40 Jumbo Jets
Retail Stores Hardware Devices Supply Chain
PRINCIPLES
How do I stay out of trouble?
How do we create viable and profitable
products that users love?
Does the customer desire the product?
It needs to be 10x better if the user is to change behaviour.
Do they miss it when i...
Do we have the materials and tools we need?
Sometimes the technology does not exist.


How much will it cost to get a MVP ...
How much are customers willing to pay?
Understand the delicate balance between price and function.
Have we removed all pos...
METHODOLOGY
How do I make it happen?
Just Do It!
EXPERTISE FOCUS AREA STAGE TOOLS USER TYPES MENTAL APPROACH
User Experience User Pains and Gains Problem Solution Fit
Prot...
VALIDATED
PROTOTYPES
20 + Users
Interview
Screened
Areas: Pains & Gains,
Solutions
20 + Users
In Person Testing
Screened
A...
VALIDATED
PROTOTYPES
QUANTITATIVE
RESEARCH
QUALITATIVE
RESEARCH
RAPID
PROTOTYPING
PATTERNS &
INSIGHTS
OPPORTUNITIES &
FEAT...
PROTOTYPING
Prototyping Essentials
DIRECT EXPERIENCE TEST AND LEARN COMPOUND EFFECT
We create approximations of product
ideas. These a...
Works on Anything
JEANS MEDICAL DEVICES
ALGORITHM BANK BIOMETRICS
Why does it work?
HIGH FIDELITY FEEDBACK FAST ITERATION AHA MOMENT FOR ALL
Because the prototype feels close
enough to rea...
Rate of Progress
What did we learn and what
are we going to do next?
Waterfall
Agile
Define
Build
Release
Define
Build
Release Define
Build
Release Define
Build
Release
Materials
Every workshop will have some custom
materials, here are the essentials for
each trolley per team;
• Black /Whit...
Tools
Tape
Pens & Pencils
Scissors
Ruler
String
A5 Card
A4 Paper
Black /White XL foam boards
Post it notes: 4-6 colors
Whi...
Types and Scenarios
JOURNEY
Poster
Transaction
Customer support
DIAGNOSTIC
Interview
Role Play
Card Sorting
EXPERIENCE
Onb...
Types and Scenarios
DIAGNOSTIC
Interview
What was the most stressful part of
getting a mortgage?
Role Play
Let’s re-create...
778594
778594
Direct Experience
Listen
Hustle
LOW
HIGH
How to Avoid a Product that Nobody Wants
AMOUNT OF BEHAVIOUR
CHANGE REQUIRED
FAIL
QUICK-FIX
HARD WORK
INNOVATION
...
More Benefits, Less Change
Amount of Behaviour Change Required
Time
Money
Effort
Brain Cycles
Social Deviance
My Routine
Us...
EXERCISES
Working with customers
GREETING CONTEXT
They’re human - say hello
Not the perfect person - not your
dream persona
They’re ...
The team roster and playbook
THE SPRINT THE ROLES
Silent thinking
Share back
Evaluate & Decide
Assign roles
Create
Test: S...
Thank you
Rapid prototyping and how to avoid building a product nobody wants
Rapid prototyping and how to avoid building a product nobody wants
Rapid prototyping and how to avoid building a product nobody wants
Rapid prototyping and how to avoid building a product nobody wants
Rapid prototyping and how to avoid building a product nobody wants
Rapid prototyping and how to avoid building a product nobody wants
Rapid prototyping and how to avoid building a product nobody wants
Rapid prototyping and how to avoid building a product nobody wants
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Rapid prototyping and how to avoid building a product nobody wants

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Discover the best practices in rapid prototyping so you can test and validate your new product or service. Learn the best methodologies, tools and approaches to test a user's pains and gains.

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Rapid prototyping and how to avoid building a product nobody wants

  1. 1. Validating Your Idea And How to Avoid a Product that Nobody Wants Mike Parsons, Chief Innovation Officer
  2. 2. Learn from the best Deal with the bumps
  3. 3. “95% of innovation fails.” CLAY CHRISTENSEN, INNOVATION GURU
  4. 4. INNOVATION IS HARDHARD
  5. 5. HOPEHOPE
  6. 6. DEFINITIONS
  7. 7. How do we create viable and profitable products that users love?
  8. 8. How do we create viable and profitable products that users love?
  9. 9. Oh! Not that word again [IN-UH-VEY-SHUH N]
  10. 10. What do we mean by innovation? BREAKTHROUGH TECHNOLOGY RADICAL SOLUTION HUGE PROBLEM 10X
  11. 11. PHYSICAL IPHONE SERVICE HOME DELIVERY EXPERIENCE RETAIL IN-STORE
  12. 12. SPECTRUM How do the world’s best do it?
  13. 13. Innovation Spectrum CUSTOMER EXPERIENCE PRODUCT SYSTEM Store of the future Customer Service Community of this or that Uber for this or that Xbox & Playstation Uniqlo Currency Collaborative economy Hyperloop
  14. 14. Amazon Innovation Spectrum 1-Click Prime Membership Dash Buttons The Everything Store Kindle Amazon Studios AWS 40 Jumbo Jets Alexa CUSTOMER EXPERIENCE PRODUCT SYSTEM
  15. 15. Apple Innovation Spectrum Retail Stores Packaging Genius Bar Siri iTunes Hardware Devices OSX & iOS Supply Chain Swift Language CUSTOMER EXPERIENCE PRODUCT SYSTEM
  16. 16. Google Innovation Spectrum Search Google Apps Maps YouTube Google Home Chrome Android Chrome OS Cloud Platform CUSTOMER EXPERIENCE PRODUCT SYSTEM
  17. 17. Momentum from leverage 1-Click The Everything Store 40 Jumbo Jets Retail Stores Hardware Devices Supply Chain
  18. 18. PRINCIPLES How do I stay out of trouble?
  19. 19. How do we create viable and profitable products that users love?
  20. 20. Does the customer desire the product? It needs to be 10x better if the user is to change behaviour. Do they miss it when it’s gone? It needs to be so good it’s like going back to SD after seeing HD TV. Do they want to tell someone about it? Is it such a breakthrough that they want to be your advocate. Don’t be Segway!
  21. 21. Do we have the materials and tools we need? Sometimes the technology does not exist. 
 How much will it cost to get a MVP live? Be rigorous in understanding the true in/direct costs. 
 How long will it take? Make a plan to be quick and efficient in releasing an MVP. Don’t be the Apple Newton!
  22. 22. How much are customers willing to pay? Understand the delicate balance between price and function. Have we removed all possible friction from purchase experience? Do it like Uber. Remove the need to get out the wallet. Is our product competitor-proof? Create an offering of one. Be hard to compare with. Don’t be Encarta! $
  23. 23. METHODOLOGY How do I make it happen?
  24. 24. Just Do It!
  25. 25. EXPERTISE FOCUS AREA STAGE TOOLS USER TYPES MENTAL APPROACH User Experience User Pains and Gains Problem Solution Fit Prototypes & 
 Lean Value Proposition Canvas Recruits Discovery Product Management Viability Product Market Fit Minimum Viable Product and Lean Canvas Early Adopters Validation Marketing Traction and Profitability Distribution Conversion Fit Paid, Earned, Own Media Mass Audience Growth
  26. 26. VALIDATED PROTOTYPES 20 + Users Interview Screened Areas: Pains & Gains, Solutions 20 + Users In Person Testing Screened Areas: User Stories, User Journeys 100 + Users Survey Screened Areas: Motivations, Behaviours, Pains & Gains QUANTITATIVE RESEARCH QUALITATIVE RESEARCH RAPID PROTOTYPING EXISTING & NON CUSTOMERS PATTERNS & INSIGHTS OPPORTUNITIES & FEATURES Pains and Gains Testing
  27. 27. VALIDATED PROTOTYPES QUANTITATIVE RESEARCH QUALITATIVE RESEARCH RAPID PROTOTYPING PATTERNS & INSIGHTS OPPORTUNITIES & FEATURES Where are you at? MINIMUM VIABLE PRODUCT
  28. 28. PROTOTYPING
  29. 29. Prototyping Essentials DIRECT EXPERIENCE TEST AND LEARN COMPOUND EFFECT We create approximations of product ideas. These are then tested with users who have a sensory experience. We don’t guess. We test all our ideas with users. When a customer experiences a prototype they provide real-life feedback. We test as many times as possible in order to maximise learning. It starts with pen and paper and ends in clickable prototypes.
  30. 30. Works on Anything JEANS MEDICAL DEVICES ALGORITHM BANK BIOMETRICS
  31. 31. Why does it work? HIGH FIDELITY FEEDBACK FAST ITERATION AHA MOMENT FOR ALL Because the prototype feels close enough to real life the user shifts into giving un-biased feedback. They don’t need to imagine anything. Because we use low fidelity materials such as pen, paper and stickie notes, we can do a high number of iterations. This allows us to solve simple and complex problems. Because clients are having a sensory experience too, they are creating deep understanding of user and their needs. This is design for empathy.
  32. 32. Rate of Progress
  33. 33. What did we learn and what are we going to do next?
  34. 34. Waterfall Agile Define Build Release Define Build Release Define Build Release Define Build Release
  35. 35. Materials Every workshop will have some custom materials, here are the essentials for each trolley per team; • Black /White XL foam boards • Post it notes: 4-6 colours • Tape • White board markers • Pens • Pencils • Scissors • Ruler • String • A5 Card • A4 Paper • Transparent plastic sheets A4 • String • Paper clips • Rubber bands • Name stickers for guest customers • Small coloured dot stickers
  36. 36. Tools Tape Pens & Pencils Scissors Ruler String A5 Card A4 Paper Black /White XL foam boards Post it notes: 4-6 colors White board markers Sketch InVision Adobe XD iPad Laptop
  37. 37. Types and Scenarios JOURNEY Poster Transaction Customer support DIAGNOSTIC Interview Role Play Card Sorting EXPERIENCE Onboarding Feature Product
  38. 38. Types and Scenarios DIAGNOSTIC Interview What was the most stressful part of getting a mortgage? Role Play Let’s re-create the painful call to the call the centre Card Sorting Take these 20 cards and rank them from pleasant to stressful experiences and tell us why JOURNEY Poster Let’s test 5 different journeys for the mortgage and discover which one is the most appealing Transaction Let’s test the two very different ways of asking for the loan information Customer support Let’s try customer calls with three different scripts for the agent EXPERIENCE Onboarding Let’s try a visual progress bar in the app to make the experience more transparent Feature Let’s try giving expert advice in the chat interface Product Let’s try integrating the loan calculator and chat in one experience
  39. 39. 778594
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  41. 41. Direct Experience
  42. 42. Listen
  43. 43. Hustle
  44. 44. LOW HIGH How to Avoid a Product that Nobody Wants AMOUNT OF BEHAVIOUR CHANGE REQUIRED FAIL QUICK-FIX HARD WORK INNOVATION iPHONEXIAOMI IRIDIUM, FIRE, KIN BLACKBERRY LOW HIGH USER BENEFITS
  45. 45. More Benefits, Less Change Amount of Behaviour Change Required Time Money Effort Brain Cycles Social Deviance My Routine User Benefits Simplicity Mobility Affordability More personal time Wellness Freedom Higher performance Fulfilment Impact
  46. 46. EXERCISES
  47. 47. Working with customers GREETING CONTEXT They’re human - say hello Not the perfect person - not your dream persona They’re recruited They need context Direct experience - a similar environment that engenders REAL responses to products. It “feels-like” it. Where are they? Time? Constraints? What’s their activity goal?
  48. 48. The team roster and playbook THE SPRINT THE ROLES Silent thinking Share back Evaluate & Decide Assign roles Create Test: Stop. Action. Voice over. Reflect Repeat Captain: Guarding of the destination Facilitator: Helps the team make breakthroughs via teaching Host: Greets customers Scribe: Captures the magic Designer/Dev: brings the ideas to life
  49. 49. Thank you

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