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UX for Startups - Nasscom Product Conclave

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Hire the best design talent and learn how to work with the designers in a startup.
Also checkout http://uxforstartups.org/ for the video and the handouts.

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UX for Startups - Nasscom Product Conclave

  1. UXFOR STARTUPSFIND YOUR CREWCONQUER THE HIGH SEAS UX NASSCOM Product Conclave FOR STARTUPS
  2. Setting expectations • This workshop is not for Experts • It is for startup founders, engineers, product managers, marketing, or folks of large companies looking to improve UX • The 3 things we will focus on – Find the right design talent – Set up a design culture, process, and UX strategy – Work with designers in a group to create a conceptual design UX FOR STARTUPS
  3. INDEX• Great experience = great brand• Make the right investment in design• Design thinking starts with design culture• Understand the context• Creating the concept UX FOR STARTUPS
  4. Customary Apple Quote! ―People think its this veneer — that the designers are handed this box and told, Make it look good! Thats not what we think design is. Its not just what it looks like and feels like. Design is how it works‖ - Steve Jobs UX FOR STARTUPS
  5. Great experience = great brand Business models Cloud, Web Profit Margins SaaS, Mobile Lifetime value Deployment Supply Chain Business Technology Viability Feasibility Branding Design User Advocacy User Experience Desirability Design Innovation Design is layered just like tech/business UX FOR STARTUPS
  6. What do these startups have in common? UX FOR STARTUPS
  7. Each of these startups have designers as co-founders For a long time, a pair of co-founders consisted of an executive and an engineer. It worked for Facebook, Microsoft, and Apple. Design is becoming more and more prevalent in new startups – Square, Path, Airbnb, and more are pushing the envelope. http://startupsthisishowdesignworks.com/ UX FOR STARTUPS
  8. Great products speak for themselves – Friction Buster UX FOR STARTUPS
  9. Great products speak for themselves – Have Fun! UX FOR STARTUPS
  10. Great products speak for themselves – Connect withEmotionsTry quitting out of facebook! UX FOR STARTUPS
  11. INDEX• Great experience = great brand• Make the right investment in design• Design thinking starts with design culture• Understand the context• Creating the concept UX FOR STARTUPS
  12. Key Challenges in Hiring Design Talent • Not enough designers in India • Skills in digital, mobile and web are limited • Visual design, Interaction design, front-end design and user research are highly specialized fields • Don’t chase unicorns UX FOR STARTUPS
  13. Design Talent Acquisition Funnel 1 2 3 4 5 Job Description Marketing Resume Portfolio Design Test Along with an interview Alternate channels such as referrals UX FOR STARTUPS
  14. 1. A Distinctive Job Description Airbnb is revolutionizing the way the world travels. Tagged by Time Magazine as the "eBay of Space", Airbnb is a profitable, fast-growing, online marketplace giving everyday people the ability to monetize their most valuable asset: an extra bedroom, vacation rental, airbed, castle, boat, tree house or trailer. With a presence in over 9000 cities in 160 countries Airbnb is backed by Sequoia Capital and Greylock and is one of their most exciting start-ups. Airbnbs interaction designers make the complex simple and know the details arent the details, they are the product. Do you love to choreograph the dance of getting users from A to B? Are your instincts in touch with a higher power known as usability? Well then you get that the best interactions arent even noticed by a user because the design gets out of their way. We seek someone who loves getting in the weeds to smooth out exisiting interactions and invent new ones. The future of our moms being able to use Airbnb will depend on your work. Online portfolio required to apply. RESPONSIBILITIES Work collaboratively within the product team to map user flows, paper prototype interactions, and oversee the building process Concept interactions across mediums: web, mobile and email Rapid prototype in Fireworks or other tool of choice Present at weekly team meetings REQUIREMENTS Excellent communication skills Excellent information visualization skills Lo-fi & hi-fi prototyping skills Working knowledge of Adobe CS Youve unpackaged at least one Apple product BFA/MFA or equivalent industry experience BONUS SKILLS Experience designing for mobile devices Your favorite color is in Pantone Moleskine is your middle name UX FOR STARTUPS
  15. 2. Marketing Email Groups Events HCIIDC – Design India Yahoo! Group USID, World Usability Day, HCI IxDA – Interaction Design Association Conferences, dCamps Professional Networks Design Portfolio Sites LinkedIn, Zerply, Facebook, Twitter, Glassdoor Coroflot, Dribble, Behance, Flickr Design School Alumni Associations Job Sites National Institute of Design SimplyHired, Monster, Naukri, Olx, Shine, Industrial Design Center, IITB Hasgeek Department of Design, IITG Design Programme, IITK • Don’t just look for low cost freelancers for core product work. 99designs is good for logos and banners, but much less for product UX work • UX talent is everywhere. Don’t jump to conclusions about designers. UX FOR STARTUPS
  16. Evaluation Parameters Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  17. 3. Resume Top five things to look for in any designer resume Total years of experience v/s number of products launched Experience working with developers and product folks? Did designs become real products or are they only concepts? Design tools and fundamental design thinking are both Skills and thought important process matter more than pedigree UX FOR STARTUPS
  18. Evaluation Parameters Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  19. 4. Portfolio A picture is worth more than a 1000 words in a resume UX FOR STARTUPS
  20. Evaluation Parameters Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  21. 4. Design Test “Design a car-pool application” Car-pooling is a common practice among daily DESIGN PROCESS commuters to help reduce traffic on the roads and While the final solution you propose is also save money and fuel. While we all wish to important, we would like to see the process participate, it is still an ad-hoc process to you followed while arriving at the design. participate in this practice effectively. Despite the Share a document that shows the process you great adoption of social networks and smart went through in arriving at the solution(s) in phones we have not seen an effective car pool terms of diagrams/sketches/notes. application. Describe the problems identified, the Your mission is to solve this problem by using your workflows involved, the end user needs and social connections and real-time updates. Design how your solution succeeds in addressing an interactive application, which would allow users those. to plan, schedule, and use car pool EVALUATION CRITERIA DELIVERABLES This small exercise is aimed at giving us an The design work you share could be in a detailed idea about your skills in identifying UI wireframe mode – however please do include at problems, the way you approach to solve them least one screen illustrating the and your clarity in communication & colors, textures, forms and type you envision - presentation skills. We are also looking for visually representative of a live, real application. evidence of lateral thinking (beyond obvious), creative problem solving and Please mention all assumptions you would make in attention to details; your ability to utilize proper terms of features, technology used, user profiles tools to create rich, meaningful, innovative and and the tasks they are expected to perform, before inviting products/applications. explaining the design solution UX FOR STARTUPS
  22. Evaluation Parameters - Summary Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  23. INDEX• Great experience = great brand• Make the right investment in design• Design thinking starts with design culture• Understand the context• Creating the concept UX FOR STARTUPS
  24. What is design thinking? Thinking like a designer can transform the way you develop products, services, processes—and even strategy. – Tim Brown, IDEO Begin at the beginning Take a human- centered approach Try early and often Seek outside help Budget to the pace of innovation Find Talent anyway you can Design for the cycle UX FOR STARTUPS
  25. Design is a mindset process • Lean design process • UX Principles • UX Metrics culture planning • Work out loud • Trust • Design reviews Design people structure • Get right designers on boar • Design reporting • Their growth path and train and structure • Right tools and infrastructure UX FOR STARTUPS
  26. Work out loud UX FOR STARTUPS
  27. UX Principles 1. FAST Scannable Content Aggregated Preload everything Like a physical object 2. BEAUTIFUL Content is king (UI should be as simple as possible) More than just text Randomness 3. SOCIAL People, not RSS feeds Participate easily Inherent personalization What’s NEXT? Social sharing and discovery Self-published magazines Ads as content UX FOR STARTUPS
  28. Startups and design process The speed at which a startup can learn is its competitive advantage and the defining factor in its success. But startups cant rely on the processes and infrastructure that their established competitors use, because those "best practices" tend to kill disruptive innovation. - Eric Reis, HBR Blog UX FOR STARTUPS
  29. Minimum viable v/s minimum desirable product Aim for a minimal desirable product rather than a minimal viable product. Design is the differentiator. UX FOR STARTUPS
  30. Design process empathy define ideate prototype test Startups have changing goals. The design process must be able to tolerate large swings in the direction of the venture UX FOR STARTUPS
  31. Design process empathy define ideate prototype test Startups have a bias towards this end! UX FOR STARTUPS
  32. Design process empathy define ideate prototype test This is usually ignored Not enough user and UX methods will qualitative feedback REALLY help! UX FOR STARTUPS
  33. Design processempathy define ideate prototype test UX FOR STARTUPS
  34. There is no real substitute for deep user research UX FOR STARTUPS
  35. Tools to do research for digital products UX FOR STARTUPS
  36. INDEX• Great experience = great brand• Make the right investment in design• Design thinking starts with design culture• Understand the context• Creating the concept UX FOR STARTUPS
  37. The Context and Concept empathy define ideate prototype testContext Concept UX FOR STARTUPS
  38. To Understand the Context - Think Ecosystem • What is the users environment • Who are the primary users and who else do they interact with to accomplish their goals ( people, objects ) • How will they use the product UX FOR STARTUPS
  39. Think Ecosystem Bulk Product Supply Logistics Product Delivery Printed Receipt Customer Order Details Supplier Product Offerings Discounts User Account Procurement Search Products Payment Discover Products Order Products Payment Office Manager Manage Order Consumer Repeats Order www.officesamaan.in UX FOR STARTUPS
  40. Personas• A persona is a fictitious user that you design based on understanding the users context.• Persona’s help you simplify your requirements. UX FOR STARTUPS
  41. Persona: Rajan Demographics: Male , 24, grew up in Mangalore, now works in Bangalore B. Com from Manipal University, first job after college. Rajan is an office manager for CoolToyz, a Bangalore company with 100 employees, in HSR Layout. Cooltoyz is a fast rising player in the children’s toys market. They sell toys through a store in Koramangala and its website.Work context: Pain points: Needs/Wants:A lot of Rajan’s time is spent on Rajan currently procures all Rajan needs a convenientmanaging office supplies. items through middlemen who Single point solution toGrowing at nearly 5 employees usually don’t have all the items manage supplies including:a month, he needs. They are also notCooltoyz needs more flexible to accommodate needs • Easy way to check key productsupplies than ever, at of small companies like availabilityreasonable rates. Rajan’s job CoolToyz. Rajan wastes a lot of • Save costs for regularly orderedhas become quite time chasing different suppliers itemsChallenging in managing this and doesn’t always get what he • Discover new items, and buy withgrowth in demand needs confidence • Ability to reorder with ease in the future UX FOR STARTUPS
  42. Scenario’s • Scenario is a fictional story about the "daily life of" or a sequence of events with the persona as the main character, doing a key task. • The story should be specific of the events happening that relate to the problems of the persona, and normally the main research questions the design process is built upon. • Scenarios should be such that design implications can be derived out of it • Scenarios are only about the User. UX FOR STARTUPS
  43. Scenario • “A housewife will come to our website, browse and purchase a vacuum cleaner” • “An HR manager will use our app to track every minute where each job applicant is in the hiring process” • “A teenager will use our product to make free video calls to her sister in another country” UX FOR STARTUPS
  44. Group Activity: Lets write one scenario for Rajan • Write it as a story such that – Design implications can be derived from it – It should be about the user and not technology UX FOR STARTUPS
  45. INDEX• Great experience = great brand• Make the right investment in design• Design thinking starts with design culture• Understand the context• Creating the concept UX FOR STARTUPS
  46. Create Concept • Select the right structure ( Navigation + information architecture and then dive into detail design • When you have followed the other steps and have hired a good UX designer, great detail design will follow. • But getting the conceptual model and structure right, is critical UX FOR STARTUPS
  47. Select Navigation Structure UX FOR STARTUPS
  48. Good Navigation takes care of 80% of your designBut, Bad navigation…. UX FOR STARTUPS
  49. To sum up ! • Great experience = great brand • Make the right investment in design • Design thinking starts with design culture • Understand the context • Creating the concept UX FOR STARTUPS
  50. “If you hold out with your vision a little bit, it’s like a cakebeing put in the oven. The scene doesn’t workimmediately, you have to bake it a little bit. It’sunfair, when you begin to create a shot, say, or ascene, that it’s going to immediately be like those beautifulscenes in the movies. It needs a little bit of time tomature. It’s like taking the cake out without letting it be inthe oven for more than a minute. Like, oh no, it’s terrible.So you have to be patient, and then slowly everyonestarts to see that the ideas are right, or make thecorrections. You have to battle the lack of confidence bygiving the scene the chance to solidify “Francis Ford Coppola on directing and collaborating. UX FOR STARTUPS
  51. Thank You !! UX FOR STARTUPS

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