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Università di Bologna
December 6th, 2019
Nicolò Volpato
Founder & CEO at Tangible
@nicolovolpato
A little about me…
• Published my first website 20 years ago
• Human sciences + UI/visual design + code
• Founded Tangible...
A little about me…
• Deep diving into Design Leadership since 2014
• Steer company vision
• Build teams, hire people, mana...
I love organizing events
I made these happen…
• Kerning Conference in 2013 and 2014
• Jeff Gothelf (Lean UX) in 2015 and 2016
• Jake Knapp (Design ...
A little about Tangible…
v
We are an experience
and service design company.
We design products and
services that engage
people in memorable
and meaningful
experiences, while
delivering business valu...
We are a team of thinkers and makers, designers,
researchers and front-end developers
We believe in the power of design to
make ideas tangible and turn them
into successful products and services.
We manage complex projects for large organizations
We also lead some of Italy’s most promising startups to launch
their products and raise important investment rounds.
Validating business ideas
through design
A minimum viable product (MVP) is the version
of a new product which allows a team to
collect the maximum amount of valida...
MVPs are good for…
• Testing and learning
• Low time and budget = Low risk
• Iterate quickly, pivot if necessary
Be warned!
• Don’t fall in love with ideas and solution. Fall
in love with the problem you’re solving
• Be willing to lear...
• Don’t focus only on what’s feasible, but on
what’s key to success
• Prefer few well-though features to test, rather
than...
The lovability of an MVP for non-technical people
can only be made possible by bringing business
people and designers earl...
But first…
• Are you solving a real need?
• Is the problem you’re tackling worth solving?
• Does the problem exist in the ...
“In God we trust,
everyone else
must bring data”
William Edwards Deming
ENGINEER, STATISTICIAN, AUTHOR AND MANAGEMENT CONS...
Facts ≠ Assumptions
• Be explicit about what you don’t know
• Split facts and data from assumptions
Declare hypotheses you...
Hypothesis Prioritization Canvas Project Name: Date:
Iteration:
2
Download this canvas at: https://jeffgothelf.com/blog/th...
MVP or Prototype?
• Both enable a learning process
• Prototype: used only to test quickly and get
feedback
• MVP: released...
What answers are you
looking for?
• What is your riskiest assumption?
• What is the minimum product that allows us
to test...
No is a good answer
• Remember, failure is an acceptable outcome
• Either a lot of time and money spared or an
opportunity...
Moneyfarm in 2011
• Idea and business plan
• Seed phase, first investors on board
• 2 founders, 1 project manager, 1 devel...
The role of design
• Turning the idea into a product
• Validate the idea along the way
• Support the creation of a user ba...
GNV&PAR
Sign up Vision Product Blog
Sign me up
Your name
MoneyFarm will launch in 2011. Sign up for a free beta acc
Your e...
Landing page
• Is our value proposition
understandable?
• Will user be interested
enough to sign up?
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'6tt
-----rl
$6D
-r
*
i4.
!41i;
s
:ia
?...
Prototype 2 versions, tested with users
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3Dsa= oil
t tr-!ÈAt{ri Dq
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Beta
• Will users be able to use
a basic version of our
product?
• Will they stick to it as a
free trading advice tool?
Beta
• Can we get data out of it
and build profiles of
investor types?
• Can we test a paywall
and different pricing
model...
< 1 Year
from inception to
beta product
16 Mil €
investment raised in
2015 (over 70M as of
today)
Outcome
• Product launch...
v
One more thing…
Ask yourselves
Can we launch this product or service?
Should we launch this product or service?
Ethical checklist
• Is this sustainable in the long run?
• Is this exploiting people to provide low-cost
services?
• Is th...
Thank you!
Nicolò Volpato
Founder & CEO
@nicolovolpato

nick@tangible.is
Recommended reading
Validating business ideas through design
Validating business ideas through design
Validating business ideas through design
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Validating business ideas through design

Lecture at Università of Bologna, Master Degree in Service Management - December 2019

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Validating business ideas through design

  1. 1. Università di Bologna December 6th, 2019
  2. 2. Nicolò Volpato Founder & CEO at Tangible @nicolovolpato
  3. 3. A little about me… • Published my first website 20 years ago • Human sciences + UI/visual design + code • Founded Tangible in 2004 while in college
  4. 4. A little about me… • Deep diving into Design Leadership since 2014 • Steer company vision • Build teams, hire people, manage growth • Influence business decisions
  5. 5. I love organizing events
  6. 6. I made these happen… • Kerning Conference in 2013 and 2014 • Jeff Gothelf (Lean UX) in 2015 and 2016 • Jake Knapp (Design Sprint) in 2017 and 2018 • Make Meaningful Work in 2018 • Josh Clark (AI, ML, IoT, VUI) in 2019
  7. 7. A little about Tangible…
  8. 8. v We are an experience and service design company.
  9. 9. We design products and services that engage people in memorable and meaningful experiences, while delivering business value to our clients.
  10. 10. We are a team of thinkers and makers, designers, researchers and front-end developers
  11. 11. We believe in the power of design to make ideas tangible and turn them into successful products and services.
  12. 12. We manage complex projects for large organizations
  13. 13. We also lead some of Italy’s most promising startups to launch their products and raise important investment rounds.
  14. 14. Validating business ideas through design
  15. 15. A minimum viable product (MVP) is the version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort. Eric Ries LEAN STARTUP
  16. 16. MVPs are good for… • Testing and learning • Low time and budget = Low risk • Iterate quickly, pivot if necessary
  17. 17. Be warned! • Don’t fall in love with ideas and solution. Fall in love with the problem you’re solving • Be willing to learn, open to harsh feedback and ready to throw everything away
  18. 18. • Don’t focus only on what’s feasible, but on what’s key to success • Prefer few well-though features to test, rather than a rough version of the full product • Make something that people want to use, not just something that “works” Be warned!
  19. 19. The lovability of an MVP for non-technical people can only be made possible by bringing business people and designers early into the inception and construction of digital products of any scale. John Maeda HTTPS://WWW.FASTCOMPANY.COM/90425331/ITS-TIME-TO-STOP-DESIGNING-MINIMUM-VIABLE-PRODUCTS
  20. 20. But first… • Are you solving a real need? • Is the problem you’re tackling worth solving? • Does the problem exist in the real world?
  21. 21. “In God we trust, everyone else must bring data” William Edwards Deming ENGINEER, STATISTICIAN, AUTHOR AND MANAGEMENT CONSULTANT
  22. 22. Facts ≠ Assumptions • Be explicit about what you don’t know • Split facts and data from assumptions Declare hypotheses you want to validate • Prioritize them, from both a business value and a user value perspective
  23. 23. Hypothesis Prioritization Canvas Project Name: Date: Iteration: 2 Download this canvas at: https://jeffgothelf.com/blog/the-hypothesis-prioritization-canvas 3 4 Test These hypotheses have the promise of a big return but also pose significant risks. These are the hypotheses you should focus your experimentation, learning and discovery activities on. Ship & Measure The level of confidence is high about these hypotheses. Combined with a strong belief they will deliver customer and business value, we build, launch and measure them. Don’t spend your discovery cycles here. Discard These hypotheses provide little value and pose a high level of risk to your business or product. Don’t spend any more time on them. Don’t test. Usually Don’t Build These hypotheses don’t add significant value but are also low risk so don’t require discovery efforts. However, sometimes ideas land here that are table stakes for the operation of the business. They won’t differentiate you in the market but you need them to be in business (e.g., a payment system). HighperceivedvalueLowperceivedvalue Low risk 1 High risk
  24. 24. MVP or Prototype? • Both enable a learning process • Prototype: used only to test quickly and get feedback • MVP: released to measure and get data
  25. 25. What answers are you looking for? • What is your riskiest assumption? • What is the minimum product that allows us to test it and learn? • How will you measure it?
  26. 26. No is a good answer • Remember, failure is an acceptable outcome • Either a lot of time and money spared or an opportunity to pivot and work on a better idea • Fail fast
  27. 27. Moneyfarm in 2011 • Idea and business plan • Seed phase, first investors on board • 2 founders, 1 project manager, 1 developer, 
 1 data scientist
  28. 28. The role of design • Turning the idea into a product • Validate the idea along the way • Support the creation of a user base while testing and releasing • Create a digital brand identity while iterating
  29. 29. GNV&PAR Sign up Vision Product Blog Sign me up Your name MoneyFarm will launch in 2011. Sign up for a free beta acc Your email Vision A new model A new business model that is able to deliver unbiased advice, generate customer awareness and provide suitable saving products creating value for all Intelligent Over 90% of performance arises from tactical asset allocation therefore savers shouldn’t look for complex product that “delivers” alpha and concentrate on achieving Enjoyable Saving should be an enjoyable process without the burden of responsibility given by performance measure, mistrust and eventual bad investment choices. Focused People should be int in saving rather than investing: they shoul on the scope of the p and the amount of ris are willing to accept. MoneyFarm will give you the power to save better, smarter and more knowingly in order to live their future with more freedom and confidence. Learn more Landing page The very first MVP (May 2011)
  30. 30. Landing page • Is our value proposition understandable? • Will user be interested enough to sign up?
  31. 31. fru9?- -i a.t- - -*.: ; {toxe, . PÉGittrAtr'$b . (661ìN' Q,t-&' lrfir*ri5 ' tg11ìr '6tt -----rl $6D -r * i4. !41i; s :ia ?u Nì;:i H,rrd ffi,lti l vi ffilh iriL i +4 1 îr. t, sqol l& kì = ìì,À tF. :.il i, Fii $ I t 'îF / e-:*se",^* P"A.r r- - -rI - -r V,t o^ - - 4 a= Jt; ;i: !t:: ::::.ù ( ::ìl tf) -- t-t-r- fu.g...11,11,1:1,1i11.1i111;1ti,r::::::::.:ììillffffssÉ?..:1,:::.liljitl?lli:.l.tl::ìlìÌ,4ffi1iJiiirli{ffi.i. ::tì :€'# :::a 1 ! Icxt- i'it2Tla.c{odI' )6y Prt<rss Seùxf ìw cLs e- ulsor i* besa { } c d,- r.Fhrgtftftt,l { } D ó. rroÉttcAÈfr Courf"*lp.,a ,/ÎX I l/-À { /fficl ,4,{.,W -{l/ ÎeYó-,t"^.^-.,- g- *n{. E - *./. É,-:-** * t/. @- n*'/. $ -- *'/. îllrtlÉo ?e"&rÈqo.€- Èr.U, Prototype { } D d,. HOÉereraJtlt Q.... E- -i- { } D d', ìto|rgfnn1.* Ql. . ,'' El- é *é DECUi?iope oùífituo + srru*lú{RA ftPÚt.'e O Xethoot c'tob d.P^ll- Jirrerss ^,qv.qdo; be$d.=.:. 't,tt dirt[ito I Ècro.rrr.^Uq"tí B.ròfftt Érg+tc lD t- l-t @ Sur^i*strs trro?ro(to R.*ltp Nos^e €$^.lt €tù Sess." Gtrù ilT-TI h)cio* E l-l @) Fi @F hcÀ$hW d il_:* _ Cia- }*)'.cgr,- Qr- gr;."**-- D,úe^.fq- 4ie*I<- f1o.o.o 3 qu^.J. A* l @ g*{.rl'b.{co rlig$ÉditttoqÈrr^- îctK t ur --- @ x* ìw*nsÀ rrcrr$È o sgÉTr:rlfk D.ÈÉnyiGp @ o* su=svi/fu,nÎA,*-c*, The second MVP (Sept. 2011) • Is our conversion funnel effective to turn leads into registered users? • Once registered, is our product understandable?
  32. 32. Prototype 2 versions, tested with users
  33. 33. 3À?lr€oàcD *crî trrîWlilr 3Dsa= oil t tr-!ÈAt{ri Dq tr,qc*X. ? @ùfrfJ}r$ *!ftdúD,€ qiOr r4t (lrr,lus? ) DFSASoln'S *or{ Rir^ivq I C'rraPits fepoúbt) Beta The third MVP (Jan. 2012) • Iteration based on feedback • Improvement of user flows
  34. 34. Beta • Will users be able to use a basic version of our product? • Will they stick to it as a free trading advice tool?
  35. 35. Beta • Can we get data out of it and build profiles of investor types? • Can we test a paywall and different pricing models?
  36. 36. < 1 Year from inception to beta product 16 Mil € investment raised in 2015 (over 70M as of today) Outcome • Product launched in 2012 • Handoff to internal design team during 2012 • 2 years of Beta product • Investment round in 2015
  37. 37. v One more thing…
  38. 38. Ask yourselves Can we launch this product or service? Should we launch this product or service?
  39. 39. Ethical checklist • Is this sustainable in the long run? • Is this exploiting people to provide low-cost services? • Is this using addictive technology, making people lonely and miserable?
  40. 40. Thank you! Nicolò Volpato Founder & CEO @nicolovolpato
 nick@tangible.is
  41. 41. Recommended reading

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