Download to read offline
More Related Content
Similar to Startup Research and Design Toolkit
Startup Research and Design Toolkit
- 1. Startup Research &Design Toolkit NOEW 2016 Darshil Vora Sr. Product Designer @darshilv
- 2. Forward-Looking Statements Statement underthe Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. We are notgoing to • Sell anything • Learn how to do research! • Learn to Design! • Provide deep explanation of tools and methods used for research and design.
- 4. Basic Process We have30 minutes let’s dive right into it!
- 5. VALIDATE Does it workthe way we want it to? Does it need improvement? PROBLEM FRAMING What do customers do/want/need? BRAINSTORMING SOLUTIONS How might we enable that? BUILDING EXPERIMENTS Which tactics are working? Product Phases All products generally go through 5 phases, startups usually need these 4. Let’s find out how to leverage Research and Design in each one!
- 6. VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEMFRAMING METHODSDELIVERABLES What do our customers need (or want)? How should we think about the competitive landscape? What problem should we solve? Pull reports on cases Pull reports on feature usage Subject matter expert interviews Competitive analysis Review Forrester trends Secondary research Behavioral models User Mental Models UX success metrics Design briefs Trends Reports Customer Segmentations How might we differentiate from competitors? What new features might we offer? What would we do if resources weren’t a constraint? Customer Feedback UI comparisons Modes/motivation matrices Co-Creation exercises Design Studio/Workshops Sketchy concepts Storyboards Concept systems Are we on the right track? Which approaches are working Does preference vary by customer segment? Why? Customer Feedback Preference Tests UI Pattern Alignment Heuristic Review Tree Tests Accessibility Reviews RITE Usability Tests Invision prototypes Keynote animations HTML clickable protos QUESTIONS Process Summary (Research and Design) (It’s cyclical and not perfectly linear, but you get the idea) Did we move the needle? Are there usability issues we can further assuage through non-structural changes? Usage Metrics AppStore Reviews Customer Feedback Eye tracking Unmoderated click tests Videos to “prove it” to stakeholders. Identification of outstanding issues Recommendations for changes Heuristic triage
- 7.
- 9.
- 10. What two numbersadd up to 10? 7 + 3 -10 + 20 Sqrt(100) + 0 Sqrt(2) + 8.6
- 11. Stormboard – onlinewhite boarding
- 12. Concept Board –online white boarding, collaboration, project management etc.
- 13.
- 14. QUESTIONS METHODS DELIVERABLES Pullreports on cases Pull reports on feature usage Subject matter expert interviews Competitive analysis Review Forrester trends Secondary research Behavioral models User Mental Models UX success metrics Design briefs Trends Reports Customer Segmentations What do our customers need (or want)? How should we think about the competitive landscape? What should we build? Different techniques to help with problem framing VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING
- 15.
- 16.
- 17. Tip 1: Establisha Common Language
- 18. Tip 2: SaveJudgment for later
- 19. Tip 3: Quantityover Quality
- 20. Some Exercises Circles! The LoveLetter and Break-Up letter Reverse Brainstorming “how do we achieve this result?” flip and ask “how do we not want to achieve this result?” Association Game Build on each others ideas, can be performed as a written exercise as well
- 21. QUESTIONS METHODS DELIVERABLES CustomerFeedback UI comparisons Modes/motivation matrices Co-Creation exercises Design Studio/Workshops Sketchy concepts Storyboards Concept systems How might we differentiate from competitors? What new features might we offer? VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING • A-Z Ideation tools • OpenIdeo Ideation Tools • Innovators Toolkit • Hyper Island Toolbox Resources
- 22.
- 23. Tip 1: Quick,Cheap and Easy!
- 24. Tip 2: Makeyour friends go through the flow
- 25.
- 26. Advanced Tools Pros • Desktopand Mobile • Click throughs • Collaboration • Organization Cons • Advanced interactions not handled well
- 27. Advanced Tools Pros • Easyto learn and use Cons • Only mobile prototypes • No collaboration
- 28. HTML, CSS, JSPrototypes Pros • Very close to the real product • Easy to test with users Cons • Longer times depending on existing resources • Skilled resources
- 29. QUESTIONS METHODS DELIVERABLES CustomerFeedback Preference Tests UI Pattern Alignment Heuristic Review Tree Tests Accessibility Reviews RITE Usability Tests Invision prototypes Keynote animations HTML clickable prototypes Flinto mobile prototypes Are we on the right track? Which approaches are working best? Does preference vary by customer segment? Why? VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING A really good book on building prototypes by Dan Roam
- 30.
- 31.
- 32. Online: VerifyApp Pros • PreferenceTests • Cheaper in comparison Cons • Advanced interactions not handled well
- 33. Other Online Tools Pros •Can work with any experiment design • Provides recruiting options Cons • Expensive! $$$ • Learning curve is high
- 34.
- 35.
- 36.
- 37.
- 38. QUESTIONS METHODS DELIVERABLES Eyetracking Unmoderated click tests Instrumentation usage data CogTool AppStore Reviews Customer Feedback Heuristic triage Efficiency assessments Identification of outstanding issues Recommendations for changes Are there pain-points we can assuage? Did we move the needle? Did our changes have impact? VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING Just Enough Research by Erika Hall is wonderful short book with direct applicable guidance on how to get Research going in startups.
- 39.