Rapid prototyping and how to avoid building a product nobody wants
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The document discusses strategies for validating product ideas to avoid creating unwanted products, emphasizing rigorous testing and user feedback. It explores innovation principles from leading companies like Amazon and Apple, highlighting the importance of customer experience and product viability. The author also outlines tools and methodologies for creating prototypes and gathering insights from users to refine product offerings.
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Rapid prototyping and how to avoid building a product nobody wants
- 1. Validating Your Idea And How to Avoid a Product that Nobody Wants Mike Parsons, Chief Innovation Officer
- 2. Learn from the best Deal with the bumps
- 5. “95% of innovation fails.” CLAY CHRISTENSEN, INNOVATION GURU
- 7. HOPEHOPE
- 11. DEFINITIONS
- 12. How do we create viable and profitable products that users love?
- 13. How do we create viable and profitable products that users love?
- 14. Oh! Not that word again [IN-UH-VEY-SHUH N]
- 15. What do we mean by innovation? BREAKTHROUGH TECHNOLOGY RADICAL SOLUTION HUGE PROBLEM 10X
- 17. SPECTRUM How do the world’s best do it?
- 18. Innovation Spectrum CUSTOMER EXPERIENCE PRODUCT SYSTEM Store of the future Customer Service Community of this or that Uber for this or that Xbox & Playstation Uniqlo Currency Collaborative economy Hyperloop
- 19. Amazon Innovation Spectrum 1-Click Prime Membership Dash Buttons The Everything Store Kindle Amazon Studios AWS 40 Jumbo Jets Alexa CUSTOMER EXPERIENCE PRODUCT SYSTEM
- 20. Apple Innovation Spectrum Retail Stores Packaging Genius Bar Siri iTunes Hardware Devices OSX & iOS Supply Chain Swift Language CUSTOMER EXPERIENCE PRODUCT SYSTEM
- 21. Google Innovation Spectrum Search Google Apps Maps YouTube Google Home Chrome Android Chrome OS Cloud Platform CUSTOMER EXPERIENCE PRODUCT SYSTEM
- 22. Momentum from leverage 1-Click The Everything Store 40 Jumbo Jets Retail Stores Hardware Devices Supply Chain
- 23. PRINCIPLES How do I stay out of trouble?
- 24. How do we create viable and profitable products that users love?
- 26. Does the customer desire the product? It needs to be 10x better if the user is to change behaviour. Do they miss it when it’s gone? It needs to be so good it’s like going back to SD after seeing HD TV. Do they want to tell someone about it? Is it such a breakthrough that they want to be your advocate. Don’t be Segway!
- 28. Do we have the materials and tools we need? Sometimes the technology does not exist. How much will it cost to get a MVP live? Be rigorous in understanding the true in/direct costs. How long will it take? Make a plan to be quick and efficient in releasing an MVP. Don’t be the Apple Newton!
- 30. How much are customers willing to pay? Understand the delicate balance between price and function. Have we removed all possible friction from purchase experience? Do it like Uber. Remove the need to get out the wallet. Is our product competitor-proof? Create an offering of one. Be hard to compare with. Don’t be Encarta! $
- 31. METHODOLOGY How do I make it happen?
- 32. Just Do It!
- 33. EXPERTISE FOCUS AREA STAGE TOOLS USER TYPES MENTAL APPROACH User Experience User Pains and Gains Problem Solution Fit Prototypes & Lean Value Proposition Canvas Recruits Discovery Product Management Viability Product Market Fit Minimum Viable Product and Lean Canvas Early Adopters Validation Marketing Traction and Profitability Distribution Conversion Fit Paid, Earned, Own Media Mass Audience Growth
- 34. VALIDATED PROTOTYPES 20 + Users Interview Screened Areas: Pains & Gains, Solutions 20 + Users In Person Testing Screened Areas: User Stories, User Journeys 100 + Users Survey Screened Areas: Motivations, Behaviours, Pains & Gains QUANTITATIVE RESEARCH QUALITATIVE RESEARCH RAPID PROTOTYPING EXISTING & NON CUSTOMERS PATTERNS & INSIGHTS OPPORTUNITIES & FEATURES Pains and Gains Testing
- 35. VALIDATED PROTOTYPES QUANTITATIVE RESEARCH QUALITATIVE RESEARCH RAPID PROTOTYPING PATTERNS & INSIGHTS OPPORTUNITIES & FEATURES Where are you at? MINIMUM VIABLE PRODUCT
- 36. PROTOTYPING
- 37. Prototyping Essentials DIRECT EXPERIENCE TEST AND LEARN COMPOUND EFFECT We create approximations of product ideas. These are then tested with users who have a sensory experience. We don’t guess. We test all our ideas with users. When a customer experiences a prototype they provide real-life feedback. We test as many times as possible in order to maximise learning. It starts with pen and paper and ends in clickable prototypes.
- 38. Works on Anything JEANS MEDICAL DEVICES ALGORITHM BANK BIOMETRICS
- 39. Why does it work? HIGH FIDELITY FEEDBACK FAST ITERATION AHA MOMENT FOR ALL Because the prototype feels close enough to real life the user shifts into giving un-biased feedback. They don’t need to imagine anything. Because we use low fidelity materials such as pen, paper and stickie notes, we can do a high number of iterations. This allows us to solve simple and complex problems. Because clients are having a sensory experience too, they are creating deep understanding of user and their needs. This is design for empathy.
- 40. Rate of Progress
- 41. What did we learn and what are we going to do next?
- 43. Materials Every workshop will have some custom materials, here are the essentials for each trolley per team; • Black /White XL foam boards • Post it notes: 4-6 colours • Tape • White board markers • Pens • Pencils • Scissors • Ruler • String • A5 Card • A4 Paper • Transparent plastic sheets A4 • String • Paper clips • Rubber bands • Name stickers for guest customers • Small coloured dot stickers
- 44. Tools Tape Pens & Pencils Scissors Ruler String A5 Card A4 Paper Black /White XL foam boards Post it notes: 4-6 colors White board markers Sketch InVision Adobe XD iPad Laptop
- 45. Types and Scenarios JOURNEY Poster Transaction Customer support DIAGNOSTIC Interview Role Play Card Sorting EXPERIENCE Onboarding Feature Product
- 46. Types and Scenarios DIAGNOSTIC Interview What was the most stressful part of getting a mortgage? Role Play Let’s re-create the painful call to the call the centre Card Sorting Take these 20 cards and rank them from pleasant to stressful experiences and tell us why JOURNEY Poster Let’s test 5 different journeys for the mortgage and discover which one is the most appealing Transaction Let’s test the two very different ways of asking for the loan information Customer support Let’s try customer calls with three different scripts for the agent EXPERIENCE Onboarding Let’s try a visual progress bar in the app to make the experience more transparent Feature Let’s try giving expert advice in the chat interface Product Let’s try integrating the loan calculator and chat in one experience
- 47. 778594
- 48. 778594
- 50. Listen
- 51. Hustle
- 52. LOW HIGH How to Avoid a Product that Nobody Wants AMOUNT OF BEHAVIOUR CHANGE REQUIRED FAIL QUICK-FIX HARD WORK INNOVATION iPHONEXIAOMI IRIDIUM, FIRE, KIN BLACKBERRY LOW HIGH USER BENEFITS
- 53. More Benefits, Less Change Amount of Behaviour Change Required Time Money Effort Brain Cycles Social Deviance My Routine User Benefits Simplicity Mobility Affordability More personal time Wellness Freedom Higher performance Fulfilment Impact
- 54. EXERCISES
- 55. Working with customers GREETING CONTEXT They’re human - say hello Not the perfect person - not your dream persona They’re recruited They need context Direct experience - a similar environment that engenders REAL responses to products. It “feels-like” it. Where are they? Time? Constraints? What’s their activity goal?
- 56. The team roster and playbook THE SPRINT THE ROLES Silent thinking Share back Evaluate & Decide Assign roles Create Test: Stop. Action. Voice over. Reflect Repeat Captain: Guarding of the destination Facilitator: Helps the team make breakthroughs via teaching Host: Greets customers Scribe: Captures the magic Designer/Dev: brings the ideas to life
- 57. Thank you