Startup Research and Design Toolkit
- 1. Startup Research & Design Toolkit NOEW 2016 Darshil Vora Sr. Product Designer @darshilv
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- 3. We are not going 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 have 30 minutes let’s dive right into it!
- 5. VALIDATE Does it work the 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 SOLUTIONSPROBLEM FRAMING 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
- 9. What is 5+5?
- 10. What two numbers add up to 10? 7 + 3 -10 + 20 Sqrt(100) + 0 Sqrt(2) + 8.6
- 11. Stormboard – online white boarding
- 12. Concept Board – online white boarding, collaboration, project management etc.
- 14. QUESTIONS METHODS DELIVERABLES 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 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
- 17. Tip 1: Establish a Common Language
- 18. Tip 2: Save Judgment for later
- 19. Tip 3: Quantity over Quality
- 20. Some Exercises Circles! The Love Letter 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 Customer Feedback 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. Experimentation
- 23. Tip 1: Quick, Cheap and Easy!
- 24. Tip 2: Make your friends go through the flow
- 25. Tip 3: Repeat!
- 26. Advanced Tools Pros • Desktop and Mobile • Click throughs • Collaboration • Organization Cons • Advanced interactions not handled well
- 27. Advanced Tools Pros • Easy to learn and use Cons • Only mobile prototypes • No collaboration
- 28. HTML, CSS, JS Prototypes 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 Customer Feedback 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. VALIDATION
- 31. In Person
- 32. Online: VerifyApp Pros • Preference Tests • 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. Google Analytics
- 35. PIWIK
- 36. Optimizely
- 38. QUESTIONS METHODS DELIVERABLES Eye tracking 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. thank y u