Materi Perancangan Aplikasi Mobile yang disampaikan pada acara Bimbingan Teknis Entrepreneurship Kreatif Digital (Mobile Application dan Game) 16-17 September 2016 oleh Hanifah M Azzahra, S.Sn., M.Ds. yang diadakan oleh Badan Ekonomi Kreatif (Bekraf) bekerjasama dengan Universitas Brawijaya Malang

1. PERANCANGAN
APLIKASI MOBILE
BIMBINGANTEKNIS
ENTREPENEURSHIP DIGITAL
(GAME & MOBILE APPS)
Hanifah M Azzahra, S.Sn., M.Ds.
JURUSAN SISTEM INFORMASI
FAKULTAS ILMU KOMPUTER
UNIVERSITAS BRAWIJAYA
04
Grand Palace Hotel - Malang, 16-17 September 2016

4. Further story: http://www.bbc.com/news/magazine-35560458
E.T.: The Extra-Terrestrial
Atari 2600
"The bosses believed that as long
as we put anything out the door
with ET's name on it would sell
millions and millions," he says.
The CEO goes, “We need it for 1
September.” That left five weeks to
do it! Normally it'd be six to
eight months to do a game, not
five weeks.

5. Further story: http://www.bbc.com/news/magazine-35560458
E.T.: The Extra-Terrestrial
Atari 2600
Players complained that the
ET character would
inexplicably fall into pits and
get stuck. As one 10-year-old
told The New York Times:
"It wasn't fun."

6. Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

7. Everpix
• By 2012 they had 55,000 users and solid financing, and by
2013 they were broke.
• They weren’t sales people. They were developers and
designers, and relied on the product to sell itself.
• In the highly competitive world of apps, even the best
product needs some serious marketing effort behind it.
Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

8. Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

9. HAILO – The Taxi App
• The problem really boils down to two things: intense
competition, and a flawed business model.
• You almost have to assume that somebody else is out there
trying to build exactly what you are.
Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

10. Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

11. Google Wave – Group Email
• You don’t want to produce something amazing and watch
your audience go “oh yeah, I guess that’s ok.” Because
they’ve heard how amazing it is and the reality disappoints.
Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

13. • They don’t meet customer needs in a way that is better
than other alternatives.
• Solution: Product Market-fit
• product that creates significant customer value.
• product that meets real customer needs and does so in a way
that is better than the alternatives.
• product that profitable
Further reading: Dan Olsen - The Lean Product Playbook Chapter 1

14. Further reading: Dan Olsen - The Lean Product Playbook

15. Further reading: Dan Olsen - The Lean Product Playbook

18. • Customer/user problem,
need or benefit that the
product/service should
address
• Product/service
requirement
Example
• Ability to write in space
(zero gravity)
• A specific
implementation to
address the need or
product requirement
Example
• NASA: Space Pen
• Russian: Pencil

20. • a pen that works in zero
gravity
• a writing instrument
that works in zero gravity
• a way to record notes in
zero gravity for later
reference that is easy to
use
• a way to record notes in
zero gravity for
convenient reference
later on that is easy to
use, is inexpensive, and
does not require an
external power source.
• Space Pen
• Pencil
• Voice recorder
• Space Pen

22. Further reading: Dan Olsen - The Lean Product Playbook

25. • Demographics are quantifiable statistics of a group of
people,
• Such as: age, gender, marital status, income, and education
level
• Example:
Babies photo sharing app
Demographic Segmentation:
women 20 to 40 years old who have one or more
children under the age of three

26. • Psychographics are statistics that classify a group of
people according to psychological variables
• Psychographic attributes are more useful than
demographics for many products.
• Such as: attitudes, opinions, values, and interests.
• Example:
Babies photo sharing app
Psychographic Segmentation:
moms who enjoy using social media and like sharing
pictures of their babies with friends and family

27. • Behavioral defines particular action or how frequently
some group of people do
• Example:
Babies photo sharing app
Behavioral Segmentation:
moms who currently share an average of three or more
baby pictures per week on social media (e.g., Facebook,
Instagram, etc.)

28. • Customer segments that each have distinct needs
• Example:
Dropcam

33. • Good personas convey the relevant demographic,
psychographic, behavioral, and needs-based attributes of
your target customer.
• Personas should fit on a single page and provide a
snapshot of the customer archetype that’s quick to digest.

34. • Name
• Representative photograph
• Quote that conveys what they
most care about
• Job title
• Demographics
• Needs/goals
• Relevant motivations and
attitudes
• Related tasks and behaviors
• Frustrations/pain points with
current solution
• Level of expertise/knowledge
(in the relevant domain, e.g.,
level of computer savvy)
• Product usage
context/environment (e.g.,
laptop in a loud, busy office or
tablet on the couch at home)
• Technology adoption life cycle
segment (for your product
category)
• Any other salient attributes.
Persona usually include the following information:

35. How to Create Persona
1. use your judgment to make initial hypotheses about
your target customer’s attributes
2. test those hypotheses by talking to prospective
customers who match that profile.
3. gain a deeper understanding of their needs, usage of
current solutions, and pain points so you can identify
potential product opportunities.

36. Further reading: Dan Olsen - The Lean Product Playbook

37. • Identifying what customer needs that your product could
satisfy.
• Customer needs / benefits  what customers want or
value
• Customer needs are not what the user literally says,
“I need [______________].”

38. • Customer needs should be written from the customer’s
perspective (using “I” and “my”).
• Each need begins with a verb: help, check, reduce,
maximize.
1. Help me prepare my tax return
2. Check the accuracy of my tax return
3. Reduce my audit risk
4. Reduce the time it takes me to enter my tax information
5. Reduce the time it takes me to file my taxes
6. Maximize my tax deductions

43. Further reading: Dan Olsen - The Lean Product Playbook

44. • Determining your product value proposition, which
identifies the specific customer needs your product will
address and articulates how it is better and different than
the alternatives.
• A good product is designed with focus on the set of needs
that are important and that make sense to address
together.
• Identifying the Minimum Viable Product (MVP).

51. Further reading: Dan Olsen - The Lean Product Playbook

52. • Decide on the feature set for your minimum viable product
(MVP) candidate.
• Identify the minimum functionality required to validate
that you are heading in the right direction.
• How to? BRAINSTORM!

53. 1. Divergent thinking
Generate as many ideas as possible without any
judgment or evaluation
2. Convergent thinking
Evaluate the ideas and decide which ones you think are
the most promising

54. 1. Brainstorming
2. Capture all the ideas that your team generated, then
organize them by the benefit that they deliver.
3. Review and prioritize the list of feature ideas
4. Score each idea on expected customer value to
determine a first-pass priority
5. Identify the top three to five features for each benefit

56. Further reading: Dan Olsen - The Lean Product Playbook

62. Further reading: Dan Olsen - The Lean Product Playbook

63. Usability  how easy it is for customers to understand and
use your product
Product Market-fit  how valuable they find your product
• User feedback usually begin with lots of usability issues
• Poor usability often prevents users from seeing the full
value your product provides
• Gather insights of product value by conducting
interrogative interview

67. Further reading: Dan Olsen - The Lean Product Playbook

68. download: http://gen.lib.rus.ec/book/index.php?md5=958BAD9FD7CBAB2B34F304781382BD77

70. My company [company name]
is developing [a defined offering]
to help [a target audience] [solve a problem]
[with secret sauce]
Example:
My company Student Job Indonesia
is developing a Job Portal
to help high school & college students or fresh graduates with
limited experience
to find intern, part-time, freelance or even full-time job
with our strong network and connection

71. 1 kelompok = 1 presenter, 5 menit, 5 slide
1. Opening / Judul
2. Problem
3. Solution
4. Market
5. Secret Sauce