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Iterative prototyping and user feedback for better ux design by Dan Olsen
DAN Olsen
SEP 22, 2015
Copyright	
  ©	
  2015	
  @danolsen	
  
My	
  Background	
  
n  Educa=on	
  
n  Engineering	
  background	
  
n  Stanford	
  MBA	
  
n  UX	
  design,	
  web	
  and	
  mobile	
  coding	
  
n  Experience	
  
n  Led	
  Quicken	
  Product	
  Management	
  at	
  Intuit	
  
n  Led	
  Product	
  Management	
  at	
  Friendster	
  
n  CEO	
  &	
  Cofounder,	
  TechCrunch	
  award	
  winner	
  YourVersion	
  
n  Product	
  consultant:	
  Facebook,	
  Box,	
  MicrosoS	
  
n  Organizer:	
  Lean	
  Product	
  &	
  Lean	
  UX	
  Meetup	
  Silicon	
  Valley	
  
	
  
Slides	
  at	
  hUp://slideshare.net/dan_o	
  	
  
	
  TwiUer:	
  @danolsen	
  
What	
  is	
  “Lean	
  Startup”	
  all	
  about?	
  
n  Ar=culate	
  hypotheses	
  
n  Iden=fy	
  fastest	
  way	
  to	
  test	
  
n  Keep	
  scope	
  small:	
  
minimum	
  viable	
  product	
  (MVP)	
  
n  Test	
  with	
  customers	
  
n  Learn	
  and	
  iterate	
  
n  Achieve	
  product-­‐market	
  fit	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Sounds	
  easy,	
  right?	
  
n  Win	
  a	
  signed	
  copy	
  of	
  book	
  
n  Tweet	
  about	
  this	
  talk	
  
n  Include	
  @danolsen	
  
n  Photos	
  of	
  slides	
  are	
  great	
  
n  Hashtags:	
  
n  #leanstartup	
  
n  #ux	
  
n  #prodmgmt	
  
n  hUp://=ny.cc/LPP	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
What	
  is	
  Product-­‐Market	
  Fit?	
  
The	
  Lean	
  Product	
  Process	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
The	
  Lean	
  Product	
  Process	
  
1. Determine	
  your	
  target	
  customer	
  
2. Iden=fy	
  underserved	
  customer	
  needs	
  
3. Define	
  your	
  value	
  proposi=on	
  
4. Specify	
  your	
  MVP	
  feature	
  set	
  
5. Create	
  your	
  MVP	
  prototype	
  
6. Test	
  your	
  MVP	
  with	
  customers	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Transporta=on	
  within	
  100	
  miles	
  of	
  my	
  home	
  
Soccer	
  Mom	
  
	
  
	
  
Speed	
  Demon	
  
•  Carry	
  kids	
  &	
  gear	
  
•  Safety	
  
•  Fuel	
  economy	
  
•  Go	
  fast	
  
•  Looks	
  cool	
  
•  Makes	
  me	
  look	
  cool	
  
	
  
	
  
	
  
	
  
	
  
Target	
  Customer	
  Has	
  Dis=nct	
  Needs	
  
High-­‐level	
  need:	
  
	
  
Target	
  Customer:	
  
	
  
	
  
	
  
Detailed	
  needs:	
  
	
  
	
  
Ideal	
  Product:	
  
Soccer	
  Mom	
   Speed	
  Demon	
  
The	
  Lean	
  Product	
  Process	
  
1. Determine	
  your	
  target	
  customer	
  
2. Iden=fy	
  underserved	
  customer	
  needs	
  
3. Define	
  your	
  value	
  proposi=on	
  
4. Specify	
  your	
  MVP	
  feature	
  set	
  
5. Create	
  your	
  MVP	
  prototype	
  
6. Test	
  your	
  MVP	
  with	
  customers	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
 
	
  
n  Russians:	
  pencil	
  
n  NASA:	
  space	
  pen	
  
($1	
  M	
  R&D	
  cost)	
  
	
  
	
  
	
  
	
  
Example:	
  
n  Ability	
  to	
  write	
  in	
  space	
  
(zero	
  gravity)	
  
Problem	
  Space	
  vs.	
  Solu=on	
  Space	
  
n  Problem	
  Space	
  
n  A	
  customer	
  problem,	
  
need	
  or	
  benefit	
  that	
  the	
  
product	
  should	
  address	
  
n  A	
  product	
  requirement	
  
n  Solu=on	
  Space	
  
n  A	
  specific	
  
implementa=on	
  to	
  
address	
  the	
  need	
  or	
  
product	
  requirement	
  
	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Problem	
  Space	
  vs.	
  Solu=on	
  Space:	
  
Product	
  Level	
  
Problem	
  Space	
  
(user	
  benefit)	
  
Solu=on	
  Space	
  
(product)	
  
TurboTax
TaxCut
Pen and
paper
Prepare
my taxes
File my
taxes
Check my
taxes
Maximize
deductions
Reduce
audit risk
Copyright	
  ©	
  2015	
  @danolsen	
  
Priori=zing	
  Customer	
  Needs:	
  
Importance	
  vs.	
  Sa=sfac=on	
  Importance	
  of	
  User	
  Need	
  
User	
  Sa=sfac=on	
  with	
  Current	
  Alterna=ves	
  
Compe==ve
Market	
  Opportunity	
  
Low	
   High	
  
Low	
  
High	
  
Not	
  Worth	
  Going	
  ASer	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Crea=ng	
  Customer	
  Value	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Importance	
  of	
  User	
  Need	
  
User	
  Sa=sfac=on	
  with	
  the	
  Product	
  
Low	
   High	
  
Low	
  
High	
  
Area	
  =	
  
Customer	
  
Value	
  
Created	
  
Area	
  =	
  
Opportunity	
  
to	
  Create	
  
Customer	
  
Value	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Importance	
  vs.	
  Sa=sfac=on	
  
	
  Ask	
  Users	
  to	
  Rate	
  for	
  Each	
  Feature	
  
Recommended	
  reading:	
  
“What	
  Customers	
  Want”	
  by	
  Anthony	
  Ulwick	
  
Bad	
  
Great	
  
Kano	
  Model:	
  User	
  Needs	
  &	
  Sa=sfac=on	
  
User	
  Sa=sfac=on	
  
User	
  Dissa=sfac=on	
  
Performance	
  
(more	
  is	
  beUer)	
  
Delighter	
  (wow)	
  
Need	
  
not	
  met	
  
Need	
  
fully	
  met	
  
Must	
  Have	
  
Needs	
  &	
  features	
  
migrate	
  over	
  =me	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
The	
  Lean	
  Product	
  Process	
  
1. Determine	
  your	
  target	
  customer	
  
2. Iden=fy	
  underserved	
  customer	
  needs	
  
3. Define	
  your	
  value	
  proposi=on	
  
4. Specify	
  your	
  MVP	
  feature	
  set	
  
5. Create	
  your	
  MVP	
  prototype	
  
6. Test	
  your	
  MVP	
  with	
  customers	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
What	
  is	
  Your	
  Value	
  Proposi=on?	
  
n  Which	
  user	
  benefits	
  are	
  you	
  providing?	
  
n  How	
  are	
  you	
  beUer	
  than	
  compe=tors?	
  
	
   Compe&tor	
  A	
   Compe&tor	
  B	
   You	
  
Must	
  Have	
  Benefit	
  1	
   Y	
   Y	
   Y	
  
Performance	
  Benefit	
  1	
   High	
   Low	
   Med	
  
Performance	
  Benefit	
  2	
   Low	
   High	
   Low	
  
Performance	
  Benefit	
  3	
   Med	
   Med	
   High	
  
Delighter	
  Benefit	
  1	
   Y	
   -­‐	
   -­‐	
  
Delighter	
  Benefit	
  2	
   -­‐	
   -­‐	
   Y	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
The	
  Lean	
  Product	
  Process	
  
1. Determine	
  your	
  target	
  customer	
  
2. Iden=fy	
  underserved	
  customer	
  needs	
  
3. Define	
  your	
  value	
  proposi=on	
  
4. Specify	
  your	
  MVP	
  feature	
  set	
  
5. Create	
  your	
  MVP	
  prototype	
  
6. Test	
  your	
  MVP	
  with	
  customers	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
What	
  is	
  an	
  MVP?	
  
Courtesy	
  of	
  Jussi	
  Pasanen	
  
See	
  Aaron	
  Walter’s	
  book	
  Designing	
  for	
  Emo-on	
   Copyright	
  ©	
  2015	
  @danolsen	
  
The	
  Lean	
  Product	
  Process	
  
1. Determine	
  your	
  target	
  customer	
  
2. Iden=fy	
  underserved	
  customer	
  needs	
  
3. Define	
  your	
  value	
  proposi=on	
  
4. Specify	
  your	
  MVP	
  feature	
  set	
  
5. Create	
  your	
  MVP	
  prototype	
  
6. Test	
  your	
  MVP	
  with	
  customers	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
The	
  UX	
  Design	
  Iceberg	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
What most
people see
and react to
What good
product
people
think about
Geqng	
  Customer	
  Feedback:	
  
Problem	
  Space	
  vs.	
  Solu=on	
  Space	
  
n  Customers	
  CAN’T	
  ar=culate	
  problem	
  space	
  
n  Customers	
  CAN	
  react	
  to	
  solu=on	
  space	
  
n  That’s	
  why	
  you	
  need	
  something	
  tangible	
  to	
  
show	
  to	
  customers	
  to	
  get	
  good	
  feedback	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Product	
  Design	
  Ar=facts:	
  
Interac=vity	
  vs.	
  Fidelity	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Hand	
  
sketch	
  
Interac=vity	
  
Fidelity	
  
Interac=ve	
  
Prototype	
  
Sta=c	
  
Wireframe*	
  
Clickable	
  
Wireframe*	
  
Mockup	
  
	
  
Clickable	
  
Mockup**	
  
*	
  Balsamiq:	
  balsamiq.com	
  
**	
  InVision:	
  invisionapp.com	
  
Live	
  
Product	
  
Iterative prototyping and user feedback for better ux design by Dan Olsen
Common	
  Product	
  Design	
  &	
  
User	
  Tes=ng	
  Workflow	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Hand	
  
sketches	
  
Interac=vity	
  
Fidelity	
  
Clickable	
  
Wireframes	
  
Clickable	
  
Mockups	
  
Live	
  
Product	
  
Test	
   Test	
  
Test	
  
The	
  Lean	
  Product	
  Process	
  
1. Determine	
  your	
  target	
  customer	
  
2. Iden=fy	
  underserved	
  customer	
  needs	
  
3. Define	
  your	
  value	
  proposi=on	
  
4. Specify	
  your	
  MVP	
  feature	
  set	
  
5. Create	
  your	
  MVP	
  prototype	
  
6. Test	
  your	
  MVP	
  with	
  customers	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Conduc=ng	
  the	
  User	
  Test	
  
n  Types	
  of	
  user	
  tests	
  
n In-­‐person	
  moderated	
  
n Remote	
  moderated	
  
n Remote	
  unmoderated	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Ramen	
  User	
  Tes=ng	
  Session	
  
n  10	
  -­‐	
  15	
  min:	
  Warm	
  Up	
  and	
  Discovery	
  
n  Understand	
  user	
  needs,	
  priori=es	
  
n  Solu=ons	
  they	
  use,	
  likes	
  &	
  dislikes	
  
n  30	
  -­‐	
  50	
  min:	
  User	
  Feedback	
  on	
  Prototype	
  
n  Show	
  user	
  product/mockup	
  
n  As	
  non-­‐directed	
  as	
  possible:	
  like	
  you’re	
  not	
  there	
  
n  Avoid	
  “breaking	
  character”	
  
n  Ask	
  ques=ons	
  to	
  gain	
  understanding	
  
n  5	
  -­‐	
  10	
  min:	
  Wrap	
  up	
  
n  Answer	
  any	
  ques=ons	
  or	
  issues	
  that	
  came	
  up	
  
n  Point	
  out/explain	
  features	
  you	
  want	
  to	
  highlight	
  
n  Ask	
  them	
  if	
  they	
  would	
  use	
  the	
  product	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Dos	
  &	
  Don’ts	
  of	
  User	
  Tes=ng	
  Sessions	
  
n  Do	
  
n  Explain	
  to	
  the	
  user:	
  
n  Their	
  feedback	
  will	
  help	
  improve	
  the	
  product	
  
n  Not	
  to	
  worry	
  about	
  hur=ng	
  your	
  feelings	
  
n  “Think	
  Aloud	
  Protocol”	
  
n  Try	
  to	
  be	
  a	
  fly	
  on	
  the	
  wall	
  
n  Ask	
  non-­‐leading,	
  open-­‐ended	
  ques=ons	
  
n  Take	
  notes	
  and	
  review	
  them	
  aSerwards	
  for	
  take-­‐aways	
  
n  Don’t	
  
n  Ask	
  leading	
  or	
  close-­‐ended	
  ques=ons	
  
n  “Help”	
  the	
  user	
  or	
  explain	
  the	
  UI	
  (e.g.,	
  “click	
  over	
  here”)	
  
n  Respond	
  to	
  user	
  frustra=on	
  or	
  ques=ons	
  (un=l	
  test	
  is	
  over)	
  
n  Get	
  defensive	
  
n  Blame	
  the	
  user	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
What	
  Are	
  You	
  Going	
  to	
  Get	
  Feedback	
  &	
  
Learnings	
  About?	
  
Problem	
  Space	
  
All	
  your	
  hypotheses	
  in	
  the	
  
Product-­‐Market	
  Fit	
  Pyramid	
  
Solu=on	
  Space	
  
What	
  users	
  react	
  to	
  
Feature	
  Set	
  
UX	
  Design	
   Messaging	
  	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Itera=ng	
  Your	
  Product	
  Vector	
  Based	
  on	
  
User	
  Feedback	
  in	
  Solu=on	
  Space	
  
Problem	
  Space	
  
All	
  your	
  hypotheses	
  
Solu=on	
  Space	
  
What	
  users	
  react	
  to	
  
	
  Customer	
  Feedback	
  
Mockups	
  /	
  Code	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Problem	
  
Space	
  
Solu=on	
  
Space	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Case	
  Study	
  on	
  Product-­‐Market	
  Fit:	
  
Marke=ngReport.com	
  
Product-­‐Market	
  Fit	
  Case	
  Study:	
  
Marke=ngReport.com	
  
n  My	
  client	
  (CEO)	
  had	
  a	
  new	
  product	
  idea	
  
n  Team:	
  me,	
  CEO,	
  VP	
  marke=ng,	
  UI	
  designer	
  
n  Goal:	
  
n See	
  if	
  there	
  was	
  a	
  business	
  opportunity	
  here	
  
n Validate	
  product-­‐market	
  fit	
  quickly,	
  cheaply	
  
without	
  wri=ng	
  a	
  single	
  line	
  of	
  code	
  
n  Product	
  Concept	
  was	
  “marke=ng	
  report”	
  
that	
  let	
  consumers	
  control	
  the	
  direct	
  mail	
  
that	
  they	
  receive	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Clustering	
  Poten=al	
  User	
  Benefits	
  to	
  
Create	
  Product	
  Concepts	
  
Reduce
Junk Mail
Find out what
“they” know
about you
Money
Saving
Offers
Compare
Yourself
to Others
Social
Networking
Marketing
Report
Marketing
Score
Marketing
Profile
Save
Trees
“Marke=ng	
  Shield”	
  
Concept	
  
“Marke=ng	
  Saver”	
  
Concept	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
n  Telephone	
  recruit	
  of	
  prospec=ve	
  customers	
  
n  Wrote	
  screener	
  to	
  iden=fy	
  target	
  customers	
  
n  Wanted	
  users	
  who	
  work	
  full-­‐=me	
  &	
  use	
  internet	
  
n  Fit	
  for	
  opt-­‐in	
  offers:	
  use	
  coupons,	
  Costco	
  membership	
  
n  Fit	
  for	
  an=-­‐junk	
  mail:	
  use	
  paper	
  shredder,	
  block	
  caller	
  ID	
  
n  Paid	
  each	
  person	
  $75	
  
n  Scheduled	
  3	
  groups	
  of	
  2	
  or	
  3	
  people	
  to	
  discuss	
  
each	
  product	
  concept	
  for	
  90	
  minutes	
  
n  Moderated	
  each	
  group	
  through	
  the	
  mockups	
  to	
  
hear	
  their	
  feedback	
  
Product-­‐Market	
  Fit	
  Case	
  Study:	
  
Recrui=ng	
  People	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Product-­‐Market	
  Fit	
  Case	
  Study:	
  
Findings	
  on	
  Concepts	
  &User	
  Benefits	
  
Reduce
Junk Mail
Find out what
“they” know
about you
Money
Saving
Offers
Compare
Yourself
to Others
Social
Networking
Marketing
Report
Marketing
Score
Marketing
Profile
Save
Trees
Legend
Strong appeal
Some appeal
Low appeal
“Shield” Concept “Saver” Concept
Copyright	
  ©	
  2015	
  @danolsen	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Product-­‐Market	
  Fit	
  Case	
  Study:	
  
Summary	
  
n  4	
  weeks	
  from	
  1st	
  mee=ng	
  to	
  validated	
  
product	
  concept	
  with	
  zero	
  coding	
  
n  Reasonable	
  cost	
  
n  1	
  round	
  of	
  itera=on	
  on	
  product	
  concept	
  
n  Iden=fied	
  compelling	
  concept	
  that	
  users	
  
are	
  willing	
  to	
  pay	
  $10/month	
  for	
  
n  Trimmed	
  away	
  non-­‐valuable	
  pieces	
  
n  You	
  can	
  achieve	
  similar	
  results	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
The	
  Lean	
  Product	
  Process	
  
1.  Determine	
  your	
  target	
  customer	
  
2.  Iden=fy	
  underserved	
  customer	
  needs	
  
3.  Define	
  your	
  value	
  proposi=on	
  
4.  Specify	
  your	
  MVP	
  feature	
  set	
  
5.  Create	
  your	
  MVP	
  prototype	
  
6.  Test	
  your	
  MVP	
  with	
  customers	
  
Iterate:	
  
	
  Ÿ	
  Hypothesize-­‐Design-­‐Test-­‐Learn	
  loop	
  
	
  Ÿ	
  Improve	
  product-­‐market	
  fit	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
Copyright	
  ©	
  2015	
  @danolsen	
  
The	
  Lean	
  Product	
  Playbook	
  
n  Also	
  covers:	
  
n UX	
  design	
  
n Agile	
  development	
  
n Product	
  analy=cs	
  
	
  
n  Published	
  by	
  Wiley	
  
n  Hardcover	
  &	
  ebook	
  
n  Available	
  on	
  Amazon:	
  
hUp://=ny.cc/LPP	
  
Iterative prototyping and user feedback for better ux design by Dan Olsen
Questions?
@danolsen	
  
olsensolu=ons.com	
  
slideshare.net/dan_o	
  
leanproductplaybook.com	
  
	
  
Book:	
  hUp://=ny.cc/LPP	
  
	
  
	
  

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Iterative prototyping and user feedback for better ux design by Dan Olsen

  • 3. Copyright  ©  2015  @danolsen   My  Background   n  Educa=on   n  Engineering  background   n  Stanford  MBA   n  UX  design,  web  and  mobile  coding   n  Experience   n  Led  Quicken  Product  Management  at  Intuit   n  Led  Product  Management  at  Friendster   n  CEO  &  Cofounder,  TechCrunch  award  winner  YourVersion   n  Product  consultant:  Facebook,  Box,  MicrosoS   n  Organizer:  Lean  Product  &  Lean  UX  Meetup  Silicon  Valley     Slides  at  hUp://slideshare.net/dan_o      TwiUer:  @danolsen  
  • 4. What  is  “Lean  Startup”  all  about?   n  Ar=culate  hypotheses   n  Iden=fy  fastest  way  to  test   n  Keep  scope  small:   minimum  viable  product  (MVP)   n  Test  with  customers   n  Learn  and  iterate   n  Achieve  product-­‐market  fit   Copyright  ©  2015  @danolsen   Sounds  easy,  right?  
  • 5. n  Win  a  signed  copy  of  book   n  Tweet  about  this  talk   n  Include  @danolsen   n  Photos  of  slides  are  great   n  Hashtags:   n  #leanstartup   n  #ux   n  #prodmgmt   n  hUp://=ny.cc/LPP   Copyright  ©  2015  @danolsen  
  • 7. The  Lean  Product  Process  
  • 8. Copyright  ©  2015  @danolsen  
  • 9. The  Lean  Product  Process   1. Determine  your  target  customer   2. Iden=fy  underserved  customer  needs   3. Define  your  value  proposi=on   4. Specify  your  MVP  feature  set   5. Create  your  MVP  prototype   6. Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  
  • 10. Transporta=on  within  100  miles  of  my  home   Soccer  Mom       Speed  Demon   •  Carry  kids  &  gear   •  Safety   •  Fuel  economy   •  Go  fast   •  Looks  cool   •  Makes  me  look  cool             Target  Customer  Has  Dis=nct  Needs   High-­‐level  need:     Target  Customer:         Detailed  needs:       Ideal  Product:   Soccer  Mom   Speed  Demon  
  • 11. The  Lean  Product  Process   1. Determine  your  target  customer   2. Iden=fy  underserved  customer  needs   3. Define  your  value  proposi=on   4. Specify  your  MVP  feature  set   5. Create  your  MVP  prototype   6. Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  
  • 12.     n  Russians:  pencil   n  NASA:  space  pen   ($1  M  R&D  cost)           Example:   n  Ability  to  write  in  space   (zero  gravity)   Problem  Space  vs.  Solu=on  Space   n  Problem  Space   n  A  customer  problem,   need  or  benefit  that  the   product  should  address   n  A  product  requirement   n  Solu=on  Space   n  A  specific   implementa=on  to   address  the  need  or   product  requirement     Copyright  ©  2015  @danolsen  
  • 13. Problem  Space  vs.  Solu=on  Space:   Product  Level   Problem  Space   (user  benefit)   Solu=on  Space   (product)   TurboTax TaxCut Pen and paper Prepare my taxes File my taxes Check my taxes Maximize deductions Reduce audit risk Copyright  ©  2015  @danolsen  
  • 14. Priori=zing  Customer  Needs:   Importance  vs.  Sa=sfac=on  Importance  of  User  Need   User  Sa=sfac=on  with  Current  Alterna=ves   Compe==ve Market  Opportunity   Low   High   Low   High   Not  Worth  Going  ASer   Copyright  ©  2015  @danolsen  
  • 15. Crea=ng  Customer  Value   Copyright  ©  2015  @danolsen   Importance  of  User  Need   User  Sa=sfac=on  with  the  Product   Low   High   Low   High   Area  =   Customer   Value   Created   Area  =   Opportunity   to  Create   Customer   Value  
  • 16. Copyright  ©  2015  @danolsen   Importance  vs.  Sa=sfac=on    Ask  Users  to  Rate  for  Each  Feature   Recommended  reading:   “What  Customers  Want”  by  Anthony  Ulwick   Bad   Great  
  • 17. Kano  Model:  User  Needs  &  Sa=sfac=on   User  Sa=sfac=on   User  Dissa=sfac=on   Performance   (more  is  beUer)   Delighter  (wow)   Need   not  met   Need   fully  met   Must  Have   Needs  &  features   migrate  over  =me   Copyright  ©  2015  @danolsen  
  • 18. The  Lean  Product  Process   1. Determine  your  target  customer   2. Iden=fy  underserved  customer  needs   3. Define  your  value  proposi=on   4. Specify  your  MVP  feature  set   5. Create  your  MVP  prototype   6. Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  
  • 19. What  is  Your  Value  Proposi=on?   n  Which  user  benefits  are  you  providing?   n  How  are  you  beUer  than  compe=tors?     Compe&tor  A   Compe&tor  B   You   Must  Have  Benefit  1   Y   Y   Y   Performance  Benefit  1   High   Low   Med   Performance  Benefit  2   Low   High   Low   Performance  Benefit  3   Med   Med   High   Delighter  Benefit  1   Y   -­‐   -­‐   Delighter  Benefit  2   -­‐   -­‐   Y   Copyright  ©  2015  @danolsen  
  • 20. The  Lean  Product  Process   1. Determine  your  target  customer   2. Iden=fy  underserved  customer  needs   3. Define  your  value  proposi=on   4. Specify  your  MVP  feature  set   5. Create  your  MVP  prototype   6. Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  
  • 21. What  is  an  MVP?   Courtesy  of  Jussi  Pasanen   See  Aaron  Walter’s  book  Designing  for  Emo-on   Copyright  ©  2015  @danolsen  
  • 22. The  Lean  Product  Process   1. Determine  your  target  customer   2. Iden=fy  underserved  customer  needs   3. Define  your  value  proposi=on   4. Specify  your  MVP  feature  set   5. Create  your  MVP  prototype   6. Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  
  • 23. The  UX  Design  Iceberg   Copyright  ©  2015  @danolsen   What most people see and react to What good product people think about
  • 24. Geqng  Customer  Feedback:   Problem  Space  vs.  Solu=on  Space   n  Customers  CAN’T  ar=culate  problem  space   n  Customers  CAN  react  to  solu=on  space   n  That’s  why  you  need  something  tangible  to   show  to  customers  to  get  good  feedback   Copyright  ©  2015  @danolsen  
  • 25. Product  Design  Ar=facts:   Interac=vity  vs.  Fidelity   Copyright  ©  2015  @danolsen   Hand   sketch   Interac=vity   Fidelity   Interac=ve   Prototype   Sta=c   Wireframe*   Clickable   Wireframe*   Mockup     Clickable   Mockup**   *  Balsamiq:  balsamiq.com   **  InVision:  invisionapp.com   Live   Product  
  • 27. Common  Product  Design  &   User  Tes=ng  Workflow   Copyright  ©  2015  @danolsen   Hand   sketches   Interac=vity   Fidelity   Clickable   Wireframes   Clickable   Mockups   Live   Product   Test   Test   Test  
  • 28. The  Lean  Product  Process   1. Determine  your  target  customer   2. Iden=fy  underserved  customer  needs   3. Define  your  value  proposi=on   4. Specify  your  MVP  feature  set   5. Create  your  MVP  prototype   6. Test  your  MVP  with  customers   Copyright  ©  2015  @danolsen  
  • 29. Conduc=ng  the  User  Test   n  Types  of  user  tests   n In-­‐person  moderated   n Remote  moderated   n Remote  unmoderated   Copyright  ©  2015  @danolsen  
  • 30. Ramen  User  Tes=ng  Session   n  10  -­‐  15  min:  Warm  Up  and  Discovery   n  Understand  user  needs,  priori=es   n  Solu=ons  they  use,  likes  &  dislikes   n  30  -­‐  50  min:  User  Feedback  on  Prototype   n  Show  user  product/mockup   n  As  non-­‐directed  as  possible:  like  you’re  not  there   n  Avoid  “breaking  character”   n  Ask  ques=ons  to  gain  understanding   n  5  -­‐  10  min:  Wrap  up   n  Answer  any  ques=ons  or  issues  that  came  up   n  Point  out/explain  features  you  want  to  highlight   n  Ask  them  if  they  would  use  the  product   Copyright  ©  2015  @danolsen  
  • 31. Dos  &  Don’ts  of  User  Tes=ng  Sessions   n  Do   n  Explain  to  the  user:   n  Their  feedback  will  help  improve  the  product   n  Not  to  worry  about  hur=ng  your  feelings   n  “Think  Aloud  Protocol”   n  Try  to  be  a  fly  on  the  wall   n  Ask  non-­‐leading,  open-­‐ended  ques=ons   n  Take  notes  and  review  them  aSerwards  for  take-­‐aways   n  Don’t   n  Ask  leading  or  close-­‐ended  ques=ons   n  “Help”  the  user  or  explain  the  UI  (e.g.,  “click  over  here”)   n  Respond  to  user  frustra=on  or  ques=ons  (un=l  test  is  over)   n  Get  defensive   n  Blame  the  user   Copyright  ©  2015  @danolsen  
  • 32. What  Are  You  Going  to  Get  Feedback  &   Learnings  About?   Problem  Space   All  your  hypotheses  in  the   Product-­‐Market  Fit  Pyramid   Solu=on  Space   What  users  react  to   Feature  Set   UX  Design   Messaging     Copyright  ©  2015  @danolsen  
  • 33. Itera=ng  Your  Product  Vector  Based  on   User  Feedback  in  Solu=on  Space   Problem  Space   All  your  hypotheses   Solu=on  Space   What  users  react  to    Customer  Feedback   Mockups  /  Code   Copyright  ©  2015  @danolsen  
  • 34. Problem   Space   Solu=on   Space   Copyright  ©  2015  @danolsen  
  • 35. Copyright  ©  2015  @danolsen   Case  Study  on  Product-­‐Market  Fit:   Marke=ngReport.com  
  • 36. Product-­‐Market  Fit  Case  Study:   Marke=ngReport.com   n  My  client  (CEO)  had  a  new  product  idea   n  Team:  me,  CEO,  VP  marke=ng,  UI  designer   n  Goal:   n See  if  there  was  a  business  opportunity  here   n Validate  product-­‐market  fit  quickly,  cheaply   without  wri=ng  a  single  line  of  code   n  Product  Concept  was  “marke=ng  report”   that  let  consumers  control  the  direct  mail   that  they  receive   Copyright  ©  2015  @danolsen  
  • 37. Clustering  Poten=al  User  Benefits  to   Create  Product  Concepts   Reduce Junk Mail Find out what “they” know about you Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees “Marke=ng  Shield”   Concept   “Marke=ng  Saver”   Concept   Copyright  ©  2015  @danolsen  
  • 38. Copyright  ©  2015  @danolsen  
  • 39. Copyright  ©  2015  @danolsen  
  • 40. n  Telephone  recruit  of  prospec=ve  customers   n  Wrote  screener  to  iden=fy  target  customers   n  Wanted  users  who  work  full-­‐=me  &  use  internet   n  Fit  for  opt-­‐in  offers:  use  coupons,  Costco  membership   n  Fit  for  an=-­‐junk  mail:  use  paper  shredder,  block  caller  ID   n  Paid  each  person  $75   n  Scheduled  3  groups  of  2  or  3  people  to  discuss   each  product  concept  for  90  minutes   n  Moderated  each  group  through  the  mockups  to   hear  their  feedback   Product-­‐Market  Fit  Case  Study:   Recrui=ng  People   Copyright  ©  2015  @danolsen  
  • 41. Product-­‐Market  Fit  Case  Study:   Findings  on  Concepts  &User  Benefits   Reduce Junk Mail Find out what “they” know about you Money Saving Offers Compare Yourself to Others Social Networking Marketing Report Marketing Score Marketing Profile Save Trees Legend Strong appeal Some appeal Low appeal “Shield” Concept “Saver” Concept Copyright  ©  2015  @danolsen  
  • 42. Copyright  ©  2015  @danolsen  
  • 43. Product-­‐Market  Fit  Case  Study:   Summary   n  4  weeks  from  1st  mee=ng  to  validated   product  concept  with  zero  coding   n  Reasonable  cost   n  1  round  of  itera=on  on  product  concept   n  Iden=fied  compelling  concept  that  users   are  willing  to  pay  $10/month  for   n  Trimmed  away  non-­‐valuable  pieces   n  You  can  achieve  similar  results   Copyright  ©  2015  @danolsen  
  • 44. The  Lean  Product  Process   1.  Determine  your  target  customer   2.  Iden=fy  underserved  customer  needs   3.  Define  your  value  proposi=on   4.  Specify  your  MVP  feature  set   5.  Create  your  MVP  prototype   6.  Test  your  MVP  with  customers   Iterate:    Ÿ  Hypothesize-­‐Design-­‐Test-­‐Learn  loop    Ÿ  Improve  product-­‐market  fit   Copyright  ©  2015  @danolsen  
  • 45. Copyright  ©  2015  @danolsen   The  Lean  Product  Playbook   n  Also  covers:   n UX  design   n Agile  development   n Product  analy=cs     n  Published  by  Wiley   n  Hardcover  &  ebook   n  Available  on  Amazon:   hUp://=ny.cc/LPP  
  • 47. Questions? @danolsen   olsensolu=ons.com   slideshare.net/dan_o   leanproductplaybook.com     Book:  hUp://=ny.cc/LPP