Ali El Amrani - Founder, Ibtiquar Innovation Lab

1. Design
#design thinking
#Solution validation
#prototyping
Ali E. Amrani
ibtiquar Innovation Lab
innovate or quit.
Italy 2019
#ibtiquar amrani

2. Hello, I am Ali

3. PRODUCT
DESIGN &
DEVELOPMENT
Ali E. Amrani

4. DESIGN?
the process by which an
artifact/solution is
brought into
existence

5. DESIGN
THINKING
an approach to solving problems, by
understanding the user needs and
developing insights to solve those needs
As opposed to: jump on a problem,
pick solutions, choose technology,
and execute.

6. DESIGN THINKING
EMPATHIZE TESTIDEATE PROTOTYPEDEFINE
SOURCE: IDEO
Ali E. Amrani

7. Fully understand the
experience of the user;
through observation,
interaction, and immersing
yourself in their experiences.
EMPATHIZE
A l i E . A m r a n i

8. Within the context of your problem:
Understand people
Understand the way they do things and why
Understand their physical and emotional needs
Understand what is meaningful to them
EMPATHIZE
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9. Solving the wrong problem
EXAMPLE
Company moving its HQ from SF to the SV
Generated a transportation problem for employees
Public transportation discounts Corporate transportationCar loan deals
Mileage reimbursement
What other
solutions can they
offer employees?
Work from home

10. WHAT DID WE LEARN?
They thought it was a car ownership problem;
Then, a transportation problem;
Reality: a comfort problem – being close to home
A l i E . A m r a n i

11. iphone, ipad examples
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12. Process and synthesize the
findings, and form a user point
of view that you will address
with your design.
DEFINE
Try to understand people’s needs and
problems, whish they were not aware of !
A l i E . A m r a n i

13. DEFINE
 User: x
 Needs: y
 To solve: z
Develop a hypothesis or a framework
based on observations – simplicity is key
A l i E . A m r a n i

14. Remember, it is easier to sell
Aspirin, than it is to sell Vitamins
a ‘pain’ vs a ‘nice to have’

15. To solve the formulated problems:
Explore a wide variety of possible
solutions
Step beyond the obvious and explore
a range of ideas: be creative
Brainstorm with your team members
IDEATE
Associate all ideas to the user experience A l i E . A m r a n i

16. Teams produce more creative ideas
Teams produce more creative ideas
IDEATE

17. Teams produce more creative ideas
Teams produce more creative ideas
IDEATE
SOURCE: MIT
A l i E . A m r a n i

18. Transform ideas into a
physical, paper, or digital form
so that you can interact with
them, and share them with the
world
PROTOTYPE
In the process, learn and iterate.
A l i E . A m r a n i

19. Testing is an opportunity to learn
from the solution and the user.
Try your solutions and use
observations and feedback to
learn about the user, refine the
original idea, adjust prototypes.
TEST
A l i E . A m r a n i

20. Why Test?
Validate your product or service
Validate hypothesis
Customer feedback
Refine design & prototype
 Phase 1- 4
TEST
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21. TEST EXAMPLE: CISCO CAMERA PHONE
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22. DESIGN THINKING
EMPATHIZE TESTIDEATE PROTOTYPEDEFINE
SOURCE: IDEO
A l i E . A m r a n i

23. There are no equations, and no strict rules!
Mostly common sense, and creativity!
Prototype
A l i E . A m r a n i

24. A first or preliminary version of a
solution or product.
You want to test, demonstrate a concept
What ever it takes to communicate what
you are working on
Paper, drawings, simulation, physical,
functional…
A l i E . A m r a n i
WHAT IS A PROTOTYPE ?

25. WHY PROTOTYPE
Validate,
Communicate,
Cost,
Time,
Resources
Test many
possibilities and
alternatives
The problem are
generally complex;
facing them early in
the process allows
you to iterate your
design easily
Easier to
make
changes
A l i E . A m r a n i

26.  Available time, resources, $
 Depends of the nature of
the product (hardware vs
software/Apps)
 How advanced you
are in the design
HOW TO PROTOTYPE ?
Many ways to prototype
your product and service:
 Purpose of the prototype (validation,
customer, communication,
investor…)
A l i E . A m r a n i

27. Concept: sketch or illustration Paper Rapid, Mockup
Digital, Simulation MVP Functional
TYPES OF PROTOTYPE
A l i E . A m r a n i

28. Mobile App. Prototyping
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A prototype for a Mobile App. could be as simple as a drawing,
a complex full functional app, or anything in between
….

29. Very easy and fast to build;
Focuses on the main features;
No resources or specific skills
required
Paper prototypes are an
excellent choice for
early design iterations
Test, get feedback
before coding
Paper
Prototyping
A l i E . A m r a n i

30. PAPER PROTOTYPING EXAMPLE 1 SOURCE: EIA

31. PAPER PROTOTYPING EXAMPLE 2 SOURCE: EIA

32. STORYBOARD
A storyboard describes a
product in a form of a story
Sketches of an actual situation
In a typical order or information
A story about how the user
would use the solution

33. CISCO PHONE EXAMPLE
A l i E . A m r a n i
P 1
P 2
P 3
P 4
P r e - P i l o t
P i l o t

34. AIRPLANE PROTOTYPE EXAMPLE
A l i E . A m r a n i

35. Thank you
Ali E. Amrani
ibtiquar Innovation Lab
innovate or quit.
Italy 2019
#ibtiquar amrani