How to focus - design your new app in 60 minutes!
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The document provides guidelines on how to effectively define a new app within 60 minutes, emphasizing the importance of planning and flexibility. It outlines key steps such as identifying the problem, understanding user behavior, and crafting user experiences through customer journey mapping and service blueprints. Additionally, it discusses innovative techniques for enhancing user interactions and emphasizes the significance of timing in app design and marketing.
How to focus - design your new app in 60 minutes!
- 1. DEFINE YOUR NEW APP IN 60 MINUTES Wed August 12, 2015 Zach Pousman Helpfully, LLC
- 2. SHOULD YOU PLAN OR SHOULD YOU JUST START ?
- 3. YOU SHOULD DO BOTH
- 4. STAY HUMBLE HUSTLE HARD (DO THE KIDS STILL SAY THIS?)
- 5. CREATIVITY IS THINKING UP NEW THINGS. INNOVATION IS DOING NEW THINGS. - Theodore Levitt YOU GOTTA DO S#*+|+ !
- 6. STAY LEAN AND FLEXIBLE
- 7. DEFINE THE FOLLOWING THINGS The problem (and who has it) The timing as they use it Get the technology right Your 3 ‘magic moments’ 1 2 3 4
- 8. DEFINE THE FOLLOWING THINGS Uh, Zach - How do I do that? The problem (and who has it) The timing as they use it Get the technology right Your 3 ‘magic moments’ 1 2 3 4
- 9. DEFINE THE FOLLOWING THINGS Look at the problem through multiple lenses. Get out of the building! The problem (and who has it) The timing as they use it Get the technology right Your 3 ‘magic moments’ Uh, Zach - How do I do that? Use a customer journey map to show you where to focus your UX efforts. Decide on whether partners are helpful. Stand on the shoulders of giants Timing in your apps is under-appreciated So design the timing for your experience 1 2 3 4
- 10. HI, I’M ZACH POUSMAN
- 13. GET OUT OF THE BUILDING The problem (and who has it)
- 14. GET OUT OF THE BUILDING
- 15. Digital ethnography means using digital and traces of behavior tools to understand people, their culture (and sub-culture), practices and attitudes. Some of the tools you can to understand people: GET OUT OF THE BUILDING
- 16. DON’T GET STUCK HERE Some helpful advice
- 17. YOU’LL WANT TO BUILD PERSONAS This will take longer than 15 minutes!
- 18. BUILD A FRAMEWORK The problem (and who has it)
- 19. Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1. A PRODUCT ECOLOGY
- 20. BRANDED UTILITY 2X2 Note: play around with 2x2 grids. Theres a reason that all consultants use them!
- 21. OR TRY THE GOLDEN TRIANGLE CONSUMERS EMPLOYEESSTAKEHOLDERS
- 22. UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGESOLUTIONPROBLEM COST STRUCTURE REVENUE STREAMS KEY METRICS CHANNELS HELPFULLY LEAN CANVAS How does the idea work to deliver value? CUSTOMER SEGMENTS
- 23. UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGESOLUTIONPROBLEM COST STRUCTURE REVENUE STREAMS KEY METRICS CHANNELS LEAN CANVAS How does the idea work to deliver value?HELPFULLY 1 2 3 CUSTOMER SEGMENTS Filling this out is confusing…
- 24. UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CUSTOMER SEGMENTSSOLUTIONPROBLEM COST STRUCTURE REVENUE STREAMS KEY METRICS CHANNELS LEAN CANVAS How does the idea work to deliver value?HELPFULLY Find the riskiest elements and test that
- 25. FINDING THE MAGIC Your 3 ‘magic moments’
- 26. HELPFULLY SERVICE BLUEPRINT How does the experience unfold? ON-STAGE ACTIVITY BACK STAGE ACTIVITY PHYSICAL OR DIGITAL SITUATION CUSTOMER ACTIONS POTENTIAL BREAKDOWN WebsiteBrowsing the web Email (mobile optimized) Upgrade account SupportUseOnboarding (1st use) Sign up Sales follow up Consider product Get introduced Download white paper Chat Sign up CRM anonymous lead (or CRM identified lead) Signup wizard (customer profile, config) Provision AWS Confirm setup & sample data (manually) Takes up to 24 hours to confirm installation and notify customer Sales team Website Chat / Phone / In-person SAAS PRODUCT Website - signed-in Website - signed-in Onboarding could be improved via support (screen-sharing or phone) Website - signed-in PROD Onboarding experience, Connect to data source(s) Use data Define roles Define reports Define triggers Search Social media (LinkedIn) Forums SEO, Community management, reviews and forum activity Lead process Problems Bugs Questions Not all support is done via our site (also community- driven forums) In-app prompts CRM emails Auto upgrades for VIPs
- 27. HELPFULLY SERVICE BLUEPRINT How does the experience unfold? ON-STAGE ACTIVITY BACK STAGE ACTIVITY PHYSICAL OR DIGITAL SITUATION CUSTOMER ACTIONS POTENTIAL BREAKDOWN WebsiteBrowsing the web Email (mobile optimized) Upgrade account SupportUseOnboarding (1st use) Sign up Sales follow up Consider product Get introduced Download white paper Chat Sign up CRM anonymous lead (or CRM identified lead) Signup wizard (customer profile, config) Provision AWS Confirm setup & sample data (manually) Takes up to 24 hours to confirm installation and notify customer Sales team Website Chat / Phone / In-person SAAS PRODUCT Website - signed-in Website - signed-in Onboarding could be improved via support (screen-sharing or phone) Website - signed-in PROD Onboarding experience, Connect to data source(s) Use data Define roles Define reports Define triggers Search Social media (LinkedIn) Forums SEO, Community management, reviews and forum activity Lead process Problems Bugs Questions Not all support is done via our site (also community- driven forums) In-app prompts CRM emails Auto upgrades for VIPs Find 3 places where your interaction can deliver magic!
- 28. FEATURE DEFINITION BEFORE CREATIVE
- 29. CREATIVE BEFORE FEATURE DEFINITION
- 30. DESIGN WORKS BECAUSE OF THIS TENSION…
- 31. CUSTOMER EXPERIENCE (LIFECYCLE & RELATIONSHIP) BROAD & NARROW USER EXPERIENCE USER INTERFACE NEW ROLES & RELATIONSHIPS FOR ORGANIZATIONS
- 32. BUILDING FEATURES Get the technology right
- 34. BUILD VS BUY VS PARTNER
- 35. STORY TELLING 1.0 - POSITIONING & PERSUASION STORY TELLING 2.0 - CULTURE & EMOTION STORY TELLING 3.0 - PARTICIPATION STORY TELLING 4.0 - ECOSYSTEMS Framework adopted from Farrah Bostic, 2014 London 2012 #findyourgreatness Locations for TV ads include East London in South Africa, Little London in Jamaica, London, Ohio and a health club called ‘London Gym.’ TRENDS
- 36. HELPFULLY APP FLOW DIAGRAM How does a user navigate the experience? SPLASH SCREEN WELCOME (1st Use) eCOMMERCE ITEM DETAIL VIEW VIEW A PROFILE (ALL ITEMS) VIEW / EDIT A CLOTHING ITEM CREATE A CLOTHING ITEM TAKE PHOTO VIEW HOUSEHOLD (ALL PROFILES) CREATE ACCOUNT (FB OR EMAIL) eCOMMERCE AD (BLURB) FAMILY SCREEN (make a 2nd account) BEG SCREEN extra benefits HOW MANY USERS? Skip Skipped or filled 0 1 2+ When done, go to profile or family MAIN MENU PANEL PROFILES (LIST) FRIENDS & FAMILY (LIST) SHOP CLOSET ORGANIZATION NEW PROFILE / MANAGE LOGOUT - when we add paid accounts. eCOMMERCE SHOP PAGE CREATE A PROFILE IN APP $ MANAGE PROFILE(S) First, Last, Email, W - M - G - B select MOBILE APP EXPERIENCE You will need one of these. But also, not a 15 minute thing…
- 37. USE TIMING CUES FOR THE EXPERIENCE (AND THE MARKETING FUNNEL) The timing as they use it
- 38. TIME.
- 39. TIME IS INVISIBLE. BUT IT’S SO IMPORTANT.
- 40. Layersof cadence
- 45. Layersof cadence A PART OF LIFE BEGINNER-TO-EXPERT ROUTINE(S) USAGE A SESSION AN INTERACTION MENU ANIMATION
- 46. Layersof cadence A PART OF LIFE BEGINNER-TO-EXPERT ROUTINE(S) USAGE A SESSION AN INTERACTION MENU ANIMATION
- 47. Layersof cadence A PART OF LIFE BEGINNER-TO-EXPERT ROUTINE(S) USAGE A SESSION AN INTERACTION MENU ANIMATION
- 50. HELPFULLY CADENCE MAP What’s the timing of every interaction?
- 51. HELPFULLY CADENCE MAP What’s the timing of every interaction? Name the clusters “Mobile start-up” “Download coupon and bring it to the store” “Webcentric check-in”
- 52. THANKS! TIME FOR DISCUSSION Zach Pousman @thinky on twitter zach@helpfully.com