This document discusses product discovery and exploration at One Medical. It begins with an introduction to the author and their background. It then provides examples of exercises used in discovery like rapid prototyping, user testing, and brainstorming techniques. Key aspects of the discovery process like understanding needs, exploring ideas, sharing learnings, and connecting insights to strategy are outlined. The importance of discovery for informing product roadmaps is emphasized.

1. The Journey of Product Discovery
and Exploration
There and Back

2. About Me
- BFA in Drawing and Painting (Minor in Humanities
and Art History)
- Not a developer, but I love making things
- Enjoys traveling and learning from those experiences
- Favorite iPhone is still the 4S
- I’m not a developer, but have always been in love with making things and building them
- I don’t care about the headphone jack because I still listen to music on my iPod classic

3. This is my nephew Oliver. He loves playing with magna tiles - http://www.magnatiles.com

5. - I thought about what inspired me as a kid such as erector sets and legos

6. - HyperCard was the first moment where I found joy in putting something
together digitally and make it work

7. - I LOVE Quartz Composer and still use it to this day

8. Present
Product Design at One Medical
Studio Manager at The Rock Tumbler Collective
Black Pixel, HTC, ExactTarget
Past

10. • Run the design team
• Product definition
• Build prototypes for user testing
• Pitch concepts
• Work with teams to ship it
• Use Xcode the wrong way*
• Write terrible Swift code (but I love it!)
*OMG, everything is a Table View
What I Do

11. Our Product Design Team

12. A designer speaking at a
Cocoa Conf? !

13. "People think that design is styling. Design is not style. It’s
not about giving shape to the shell and not giving a damn
about the guts. Good design is a renaissance attitude that
combines technology, cognitive science, human need, and
beauty to produce something that the world didn’t know it
was missing."
—Paola Antonelli, Senior Curator of the Department of Architecture & Design as
well as the Director of R&D

14. - Everyone in this room gets to experience this, and it’s wonderful

15. Strategy in words
- Often strategy in words can feel like this. You know A and Z but need the rest of the alphabet.

16. Product Discovery
is strategy in action
- Strategy is constantly shifting so we need to comfortably adjust as we go along

17. So…what exactly is
Product Discovery?

18. An intensive time-boxed exploration
session to define your product roadmap

19. Why is it Important?

20. Unveils what is important in your
product (and what is not)

21. “We have a strategic plan. It’s
called doing things.”
— Herb Kelleher, Co-Founder of Southwest
Airlines

22. • Information Architecture
• Rapid Prototyping
• User Testing
• User Interviews
• Technology Explorations
• Drawing/Sketching
• Wireframes
• Competitive Analysis
• Live Data Prototyping
• Bodystorming
Examples of Discovery Exercises

23. 2. Explore Ideas
3. Share and Learn
4. Connecting the Dots
1. Understand

24. Understand

25. “If I had an hour to solve a problem I'd
spend 55 minutes thinking about the
problem and 5 minutes thinking about
solutions.”
—Albert Einstein

26. - - Our cross-disciplinary team of product manager, doctor, and engineers ideating together.

27. How Might We? !
- This exercise can help you unearth some ideas - http://www.designkit.org/methods/3

28. • How Might We make waiting for a doctor a pleasant
experience?
• How Might We make the rain in Seattle a compelling
tourist attraction?
• How Might We re-purpose Sea World to become a
wildlife refuge?
• How Might We get Gus Mueller to write an iOS app
- This exercise can help you unearth some ideas
- (Gus is a friend and I like to tease!)

29. - This is what a HMW exercise output looks like

30. What If?
- We also like to hypothesize “What if?”

31. • What if getting care with a doctor was as easy as
ordering food from Sprig?
• What if patient onboarding was as easy as setting up
your dating app profile?
• What if we could file a radar from a tweet? (Sometimes
we think we do)

32. Explore Ideas

33. Alan Cannistraro
Formerly Apple and Facebook
(Remote, iBooks, and much more)
- Likes to tell the story of Picasso’s Guernica

35. -An anti-war piece done in protest of the bombing of a village during the Spanish civil war
-Immediately after the bombing, Picasso started sketching
- 1645 people died that day

36. - Picasso produced more than 40 sketches and created a visual timeline of the decisions that led to the mural

37. - Isolated studies to focus on one aspect to get it right

38. The final product

39. Lateral Thinking
Think more. Think differently. Think laterally.
- Vertical - dig deeper / lateral thinking - dig somewhere else
- Edward de Bono - https://www.edwdebono.com/

40. Small experiments you can quickly
learn from.

41. Make a lot of mistakes
- - It is better to make hundreds of small mistakes instead of one big one

42. Constraints Enable Creativity

43. Lembas
- - A Rock Tumbler project for a friend’s company. We talked about how we might get
someone to see a fit of a piece of jewelry without being there - http://shoplembas.com

44. - Prototype using Form

45. - Designing with Xcode to build native prototypes

47. Inspirato

48. Landon Tucker
Angel Investor
Demographics
Age: 51
Gender: Male
Annual Household Income: $50m+
Location: Palo Alto, CA
Education: MBA
Family: Divorced with 3 children
Motivations
Landon is an extremely busy person
and never has time to plan trips. He
is also a single father and does all of
the planning himself. He has to keep
in mind the schedule of his three
children who can only go during
school breaks.
Goal
Make booking as easy as possible by
allowing Landon to browse properties
and communicate with his PVA from
his iPad between meetings.
Feature Pitch
Vacation Finder, Placing Holds
“I don’t have a lot of free time to
spend looking for vacation spots with
my kids. I need something that can
help me book a trip while I’m in a
boring business meeting.”
Jeanne Green
Homemaker
Demographics
Age: 32
Gender: Female
Annual Household Income: $4.7m
Location: Minneapolis, MN
Education: Some College
Family: Husband and 0 children
Motivations
I really want the perfect vacation for
us. We have some time to plan so
ideally I’d be able to build a collection
of different trips. We probably book
about 5-6 trips a year and I like to plan
them all out at once.
Goal
Jeanne does not work but does all of
the vacation planning for her and her
husband. She plans multiple trips at
once for the entire year.
Feature Pitch
Grocery List, Trip Folio
“I would like to plan trips for Michael
and I for the entire year. It’s important
for me to curate and see different
options.”
Charles Davis
Attorney
Demographics
Age: 41
Gender: Male
Annual Household Income: $300k
Location: Chicago, IL
Education: JD
Family: Single
Motivations
Charles has been a member of
Inspirato for three years but has
never booked a trip before. He is
considering canceling his
membership and could use some
convincing to finally book that trip.
Goal
Charles needs incentives and some
inspiration to book his first Inspirato
trip.
Feature Pitch
Concierge Picks, Vacation Finder
“I’ve been a member for several
years but actually never booked a
trip.”
Louis Fernandez
Hedge Fund Portfolio Manager
Demographics
Age: 34
Gender: Male
Annual Household Income: $410k
Location: New York, NY
Education: MBA
Family: Single
Motivations
Louis is an inactive Inspirato member
and ended up booking a getaway trip
with his girlfriend to Cabo. What he
did not realize is that there are
Inspirato destinations at the location
he booked.
Goal
Have Louis book his next trip on
Inspirato and remind him that
destinations are available where he
is traveling.
Feature Pitch
Alerts/Notifications
“I use a lot of sites to book trips and
sometimes forget what is even
available with my memberships.”
Nicole Roland
Director of Sales, Global Accounts
Demographics
Age: 30
Gender: Female
Annual Household Income: $180k
Location: Los Gatos, CA
Education: MBA
Family: Single
Motivations
Nicole is trying to establish herself in
her career and is hoping to make
some key connections with some
influential people. She is considering
an Inspirato membership in order to
do so.
Goal
Get Nicole to become a member by
showing the premiere value of being
an Inspirato member.
Feature Pitch
Membership Marketing Content,
Launch Content
“It’s all about relationships in my field
of work. I’d like to become a member
as a networking tool.”
- This client was a specific demographic, so we created personas to guide us

50. Inspirato
- We went really wide with simple and fast sketches

51. I want to _____
- Throughout discovery, we heard this statement “I want to…” a lot and ran with it

52. Inspirato

53. - - Use visuals to frame (literally) the concept. This one we wanted to show that the iPad
app should act as the window to the experience

55. - We mocked the flow roughly in Omnigraffle to communicate intent with engineers

57. - Example of the first prototype build by our engineer Michael to demo the direction.
- Depict the functionality and pair it with the visual shell

59. - From there we started building high fidelity

67. What if getting care with a doctor was as
easy as ordering food from Sprig?

73. A prototype is finished
when you learn what you need from it

74. Share and Learn

75. “If Ernest Hemingway, James Mitchener, Neil Simon,
Frank Lloyd Wright, and Pablo Picasso could not get it
right the first time, what makes you think that you will?”
—Paul Heckel, author of The Elements of Friendly Software
Design

76. - - Capture all the feedback you get from users, and find out what is the highest priority

77. - Example of our user testing set up
- Have real patients come in to get their feedback on future concepts

79. - Our team observing the patients (who knew people were watching)
- Designers, engineers, product managers, testers. Everyone involved watched

80. Capture everything you learned

82. Validate as you go along

83. Connecting the Dots

84. “Creativity is just having enough
dots to connect.”
—Steve Jobs

85. - Example of what a roadmap could look like. All of these can have discovery projects to inform
- We try to focus on key moments we need to go deep in. Ex: We don’t do product exploration for
something like forgot password b/c we already have assertions of the functionality

86. Bring it all together
- Break it down, build it up

88. Discovery is Continuous
There and back (again)

89. Learning From
Discovery
Product Release
Cycle
Dual Track
- http://svpg.com/continuous-discovery/
- http://svpg.com/dual-track-scrum/

90. "The only true voyage of discovery is
not to go to new places, but to have
other eyes."
—Marcel Proust

91. davidhoang.com
david@davidhoang.com
twitter.com/davidhoang
github.com/davidhoang
Happy Exploring