Avoiding product and ux pitfalls for start-ups and enterprises
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“Design is not just about making things more useful…Design is about figuring out what is the right thing to make”, Matías Duarte, Director of Android User Experience. The presentation uncovers 12 common product and user experience pitfalls and provides solutions. Why asking potential users how much will they pay for an app is the 2nd worst question to ask? How are Kramer from Seinfeld and your mom related? See how it all boils to one button at real project
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Avoiding product and ux pitfalls for start-ups and enterprises
- 1. Copyright 2018 UxWorks. All Rights Reserved. Avoiding 12 Product and UX Pitfalls Shai Granot May 29, 2019 https://en.wikipedia.org/wiki/Queen_Isabella_Causeway
- 2. 2 About Shai Granot ▪ UX experience: ▪ Worked at » Consultancy » In-house team » Freelance consulting (current) ▪ Clients » Early stage start-ups → » Corporate 13years 13 years http://www.flickr.com/photos/mictlan74/3374564653
- 4. 4 #1: You Are NOT the User https://www.youtube.com/watch?v=RA8VqFtkRjw
- 5. 5 #2: Your Mom is NOT the User (and the start-up is your baby) https://www.youtube.com/watch?v=LpJOxbaC8YU
- 6. 6 #3: Your Friends are NOT the User https://www.flickr.com/photos/algardav/4396326890
- 7. 7 Tomer Sharon- Lean User Research - https://madmimi.com/signups/113417/join - http://vimeo.com/84689123
- 8. 8 #4: Know Thy User http://www.flickr.com/photos/andercismo/2349098787
- 9. 9 Step #1: Research ▪ Get out of the office: meet your users ! ▪ Interview & observe users ▪ Researches and analytics ▪ Interview stakeholders ▪ What is your USP? http://www.flickr.com/photos/andercismo/2349098787
- 10. 10 Step #2: Locate Main Users (Personas) ▪ Look for the pain-points and goals (credit: Yishay Cohen) ▪ Roles ▪ Context of usage ▪ Type of usage ▪ Demographics ▪ Competitors users https://www.turbosquid.com/3d-models/3d-model-piece-lego-brick-2x4/812619
- 11. 1111 ▪ Vision: Improve education system via technology ▪ Technological infra ▪ Learning content ▪ Learning management system http://www.timetoknow.com
- 12. 12 ‘Myra McFly’ 'מכפלי מאירה' http://www.jeannerabin.com/138904/Rosh-Tov-s- Members http://www.winlockschools.org/wmes-gallary Time To Know | Teachers Personas
- 13. 13 ‘Keyla White’ 'הרפז ימית' www.minneapolis.afrc.af.mil/News/Photos/igphoto/2000070107 Time To Know | Students Personas ,12
- 15. 15 Interviewing Guidelines (vs. “Will you buy…”) ▪ Ask to observe behavior ▪ Listen rather than ‘leading the witness’ ▪ Ask open questions ▪ Follow-up questions ▪ Aim to understand the WHY ▪ Don’t ask users to predict https://www.youtube.com/watch?v=8tiuWYs5Z-A
- 16. 16 #5a: Worst Question ‘Will you buy this product?’ https://www.flickr.com/photos/b-love/6300189041
- 17. 17 #5a: Worst Question ‘Will you buy this product?’ https://www.youtube.com/watch?v=reSS9WWHkd4
- 18. 18 #5a: Worst Question ‘Will you buy this product?’ https://www.youtube.com/watch?v=reSS9WWHkd4
- 19. 19 #5b: 2nd Worst Question ‘How much will you pay for it?’ https://www.flickr.com/photos/b-love/6300189041
- 20. 20 https://www.youtube.com/watch?v=reSS9WWHkd4 #5b: 2nd Worst Question ‘How much will you pay for it?’
- 22. 22 Time To Know | Users Teacher Tutors Parents Students School counselor Principal Content providers Supervisor Plan
- 23. 23 ‘Myra McFly’ http://www.winlockschools.org/wmes-gallary Time To Know | Teacher vs. Student? ‘Keyla White’ www.minneapolis.afrc.af.mil/News/Photos/igphoto/2000070107
- 24. 24 #7: Overview BEFORE Zooming-In http://www.flickr.com/photos/pictoquotes/9013537500
- 25. 25 http://www.flickr.com/photos/82434232@N02/7553226384 _ ”A Minimum Viable Product (MVP) is that 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 http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous
- 26. 26 Overview BEFORE Zooming-In ▪ Map ALL users ▪ Map ALL services ▪ MVP not only according to cost ▪ MVP critical validation issues Opportunity Matrix Cost Value for User Never Phase 2 Quick Fixes Jack Pot
- 27. 27 #8: Your Users Do NOT Need Many Features https://www.flickr.com/photos/w4nd3rl0st/5351019248
- 28. 28 http://web.archive.org/web/19981212030704/http://www.lycos.com:80 Lycos.com (search engine), 1998
- 30. 30 Time To Know | Teachers Features Lesson planning Content creation Assessment & monitoring Lesson teaching Home work Exams Plan
- 31. 31 Time To Know | Lesson Teaching Features Messages Monitor activity Exams Content Attendance Aids Lesson controls Groups activity Projector view
- 37. 37 #9: MVP is NOT Necessary ‘Live’ Software https://www.flickr.com/photos/psd/9626226855
- 38. 38 ‘Myra McFly’ http://www.winlockschools.org/wmes-gallary Time To Know | Teacher vs. Student? ‘Keyla White’ www.minneapolis.afrc.af.mil/News/Photos/igphoto/2000070107
- 39. 39 https://en.wikipedia.org/wiki/File:New_Zealand_relief_map.jpg Time To Know | Teachers vs. Students? https://he.m.wikipedia.org/wiki:New_Zealand_on_the_globe_(Oce ania_centered).svg
- 40. 40 ‘Myra McFly’ http://www.winlockschools.org/wmes-gallary Time To Know | Teacher vs. Student! ‘Keyla White’ www.minneapolis.afrc.af.mil/News/Photos/igphoto/2000070107 MVP can be user research
- 43. 43 Time To Know | ‘DJ Teacher’ vs. Pre-planned Option ‘DJ Teacher’ option Pre-planned option MVP can be a sketch of the user interface
- 44. 44 #10: Design 2-3 Phases Ahead http://www.jonathansaruk.com/#/images/afghanistan/khost/SARUK_20081226_6625
- 45. 45 Designing Ahead Benefits ▪ Visualize and validate the vision ▪ Better costs assessments when selecting MVP ▪ Provide vision and road-map for investors ▪ Org sync: management, product, marketing, R&D, QA www.jonathansaruk.com/#/images/afghanistan/khost/SARUK_20081226_6625
- 46. 46 Time To Know | Lesson Teaching Features Messages Monitor activity Exams Content Attendance Aids Lesson controls Groups activity Projector view Plan Execute
- 48. 48 2007 2014
- 49. 49 2007 2014
- 50. 50 7 Years “Follow me” 2007 2014
- 51. 51 #11: You Do NOT Need Many Users at the Beginning https://www.flickr.com/photos/rp72/161092409
- 53. 53 #12: Validate and Be Ready to Pivot https://www.flickr.com/photos/thomashawk/9389224724
- 54. 54 Validate and Pivot | A/B Testing Example https://iresearchsolution.com/2017/07/05/ab-testing-research-improved-marketing-decision
- 55. 55 Validate and Pivot | A/B Testing Example Pivot after understanding WHY https://iresearchsolution.com/2017/07/05/ab-testing-research-improved-marketing-decision
- 57. 57 Takeaways #1: You are not the user #2: Your mom is not the user (and the start-up is your baby) #3: Your friends are not the user #4: Know Thy User #5: Worst Questions ‘Will you buy this product?’ and ‘How much will you for it?’ #6: Prioritize users #7: Overview BEFORE zooming-in #8: Your users do not need many features #9: MVP is not necessary ‘live’ software #10: Design 2-3 phases ahead #11: You do not need many users at the beginning #12: Validate and be ready to pivot
- 58. 58 http://adaptivepath.org/ideas/the-3-qs-for-great-experience-design-by-jared-spool The Three Questions Vision: ”Can everyone on the team describe the experience of using your design five years from now?” Feedback: ”In the last six weeks’ have you spent more than two hours watching someone use your or a competitor’s design?” Culture: ”In the last six weeks, have you rewarded a team member for creating a major design failure?”
- 59. 59 Google example | Doing the RIGHT thing “Design is not just about making things more useful… Design is about figuring out what is the right thing to make” http://www.youtube.com/watch?v=VDNngQjN6o4 , 3:00 min
- 60. 60 The End... Q&A http://www.flickr.com/photos/mimitran/433825738 Thanks, Shai@UxWorks.co.il ☺ [054] 7876 - 769