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UX IN EARLY-STAGE PRODUCT
DEVELOPMENT
THE PROBLEM
page 2
UX
Planner in
Chief
? ?
?
WHEN DOES THIS HAPPEN
• Struggling to find Product-Market Fit
• Lots of Unknowns
– New Product or Service
– Business Model...
UNKNOWNS
• Understanding Problem
• Prioritization
• Big Changes
• Validity
• Intuitive Approach to Ideation
and Design
pag...
UX
(First Season)
APPROACH
page 9
END GAME
Audience: Actual Customers
Purpose: Determine market
viability
Form: Most essential elements
of the complete solu...
“There are known knowns; there are things
we know we know. We also know there are
known unknowns; that is to say we know
t...
KNOWN KNOWNS
Plan for these
KNOWN UNKNOWNS
Prepare for these
(Assumptions you can
call out)
UNKNOWN UNKNOWNS
React to these
(Assumptions you can’t call out)
page 14
UX
TOOLBOX
page 16
USER NEEDS
page 17
WHY PERSONAS
• It’s a means to an end
– Chaos to Simplification
– Framework for Decision Making
– Executive Alignment
– Te...
PROTO-PERSONAS
• Start with Assumption-Based Personas
• Sketchy and Simple
• Validate with research and customer feedback ...
page 20
Personas will multiply
COLLABORATE
Audience: product managers,
developers, designers
Captures: core tasks, needs,
wants, story arc
Pro: Informs d...
USER RESEARCH
• Sales demos
• Find user proxies
• Find user champions
• Guerilla usability testing
• Build feedback mechan...
page 24
• UX TOOLBOX
BUSINESS
GOALS
page 25
UX as
Facilitator
KEEP IN MIND
• Business Goals vary by Business Model
• Business Model(s) may not be decided anytime soon
• Business Goal =...
BUSINESS MODEL CANVAS
page 28
AKA Discussion Tool & Assumption Codification Device
By Strategyzer
“How will this change effect the product”
- Me (Everyday)
page 30
ALIGNMENT & FLOW
DRIVE SCOPE WITH STORY
• Document WHO, WHAT, WHERE, WHEN, WHY
– User Flows
– Process Flow
– Journey Maps
– Storyboard
– St...
TECHNOLOGY
REQUIREMENTS
page 33
Dev and UX
BFF4Lyfe
UI DEVELOPMENT
• Minimize Complexity
– Rely on existing frameworks
– Keep patterns and interactions simple
– Functional Fi...
COMPETITIVE ANALYSIS
page 36
AKA License to steal (or pay for) other people’s stuff
LIVE STYLE GUIDE
page 37
“Grant me the serenity to accept the things I
cannot change, courage to change the things I can
and the wisdom to know the...
MOMENT OF ZEN
TIPS AND
TRICKS AND
TREATS
page 40
page 41
• Move fast, but don’t
overcommit
Move
fast
page 42
Low
page 43
Don’t bite off more
than you can chew
page 44
Study Up
Track
Assumptions
YOUR
TURN
Elisa Poquette
@poqeli
elisa.poquette@gmail.com
Resources:
UX for Lean Startups by Eric Ries
Design of Business by Roger Martin
Designing for Emerging Technologies by Jon...
Navigating Ambiguity: UX in Early-Stage Product Development
Navigating Ambiguity: UX in Early-Stage Product Development
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Navigating Ambiguity: UX in Early-Stage Product Development

How do you align business and user needs when you don't know who your users are and you don't have a viable business? Good question! During this talk, we will discuss tips and tricks for systematically validating our assumptions and shaping a product throughout a nebulous development cycle.

Don't work in a start-up? No problem. As UX professionals, we all create new things. The structure of this talk will be fairly informal, so come prepared to share your thoughts and experiences!

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Navigating Ambiguity: UX in Early-Stage Product Development

  1. 1. UX IN EARLY-STAGE PRODUCT DEVELOPMENT
  2. 2. THE PROBLEM page 2
  3. 3. UX Planner in Chief
  4. 4. ? ? ?
  5. 5. WHEN DOES THIS HAPPEN • Struggling to find Product-Market Fit • Lots of Unknowns – New Product or Service – Business Model Unknown – Customers/Users Unknown • New Technology – First Mover Advantage – Technological Leadership page 6
  6. 6. UNKNOWNS • Understanding Problem • Prioritization • Big Changes • Validity • Intuitive Approach to Ideation and Design page 7 Early-Stage Product Dev • Developing Process • Quality and Refinement • Incremental Change • Reliability • Analytical Approach to Ideation and Design Mature-Product Dev
  7. 7. UX (First Season)
  8. 8. APPROACH page 9
  9. 9. END GAME Audience: Actual Customers Purpose: Determine market viability Form: Most essential elements of the complete solution - Not just ‘Minimum Features’ page 10 MVP Audience: Investors or Interested Parties Purpose: Determine market market or technology validity Form: Prototype • “Would someone buy this?” • “Does my idea work? PROOF OF CONCEPT
  10. 10. “There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns – the ones we don’t know we don’t know.” - Donald Rumsfeld page 11
  11. 11. KNOWN KNOWNS Plan for these
  12. 12. KNOWN UNKNOWNS Prepare for these (Assumptions you can call out)
  13. 13. UNKNOWN UNKNOWNS React to these (Assumptions you can’t call out) page 14
  14. 14. UX TOOLBOX page 16
  15. 15. USER NEEDS page 17
  16. 16. WHY PERSONAS • It’s a means to an end – Chaos to Simplification – Framework for Decision Making – Executive Alignment – Team Buy-In • Personas  User Needs  Features  Prioritization page 18
  17. 17. PROTO-PERSONAS • Start with Assumption-Based Personas • Sketchy and Simple • Validate with research and customer feedback over time page 19 AKA Discussion Tool & Assumption Codification Device
  18. 18. page 20
  19. 19. Personas will multiply
  20. 20. COLLABORATE Audience: product managers, developers, designers Captures: core tasks, needs, wants, story arc Pro: Informs design decisions and feature prioritization Con: Lacks competitive insight page 22 UX Audience: sales, business development, C-suite Captures: demographics, purchasing behavior, trends Pro: Evaluates market opportunities and what products to develop Con: Can’t determine functionality Marketing/Buyer
  21. 21. USER RESEARCH • Sales demos • Find user proxies • Find user champions • Guerilla usability testing • Build feedback mechanisms and analytics into the product page 23 Market Undefined – Users Undefined
  22. 22. page 24 • UX TOOLBOX
  23. 23. BUSINESS GOALS page 25
  24. 24. UX as Facilitator
  25. 25. KEEP IN MIND • Business Goals vary by Business Model • Business Model(s) may not be decided anytime soon • Business Goal = Impress Investors? page 27
  26. 26. BUSINESS MODEL CANVAS page 28 AKA Discussion Tool & Assumption Codification Device
  27. 27. By Strategyzer
  28. 28. “How will this change effect the product” - Me (Everyday) page 30
  29. 29. ALIGNMENT & FLOW
  30. 30. DRIVE SCOPE WITH STORY • Document WHO, WHAT, WHERE, WHEN, WHY – User Flows – Process Flow – Journey Maps – Storyboard – Story Map page 32
  31. 31. TECHNOLOGY REQUIREMENTS page 33
  32. 32. Dev and UX BFF4Lyfe
  33. 33. UI DEVELOPMENT • Minimize Complexity – Rely on existing frameworks – Keep patterns and interactions simple – Functional First – Don’t over-invest in Branding, Custom Styles page 35
  34. 34. COMPETITIVE ANALYSIS page 36 AKA License to steal (or pay for) other people’s stuff
  35. 35. LIVE STYLE GUIDE page 37
  36. 36. “Grant me the serenity to accept the things I cannot change, courage to change the things I can and the wisdom to know the difference” page 38
  37. 37. MOMENT OF ZEN
  38. 38. TIPS AND TRICKS AND TREATS page 40
  39. 39. page 41 • Move fast, but don’t overcommit Move fast
  40. 40. page 42 Low
  41. 41. page 43 Don’t bite off more than you can chew
  42. 42. page 44 Study Up
  43. 43. Track Assumptions
  44. 44. YOUR TURN Elisa Poquette @poqeli elisa.poquette@gmail.com
  45. 45. Resources: UX for Lean Startups by Eric Ries Design of Business by Roger Martin Designing for Emerging Technologies by Jonathan Follett Value Proposition Design by Strategyzer Business Model Generation by Strategyzer Experiment Board by Javelin

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