Product Design 101 - Startup Edition

Transcript

1. Product Design 101 Startup Edition By Soham Mondal from Triveous Presented at
2. Presentation Agenda Agenda Introduction to Product Design 
 Intro to Product Design 
 Product Design vs UX Design 1 Mistakes/Design Process 
 Product Design Mistakes 
 Design Process at Triveous 
 Understand 
 Define 
 Ideate 
 Prototype 
 Test and Validation 2 3 Summary 
 Key Takeaways
3. I’m Soham Mondal Founding Partner, Triveous 
 Lead Anchor Mentor, Google For Startups Soham is the Founding Partner at Triveous and brings over 13 years of experience in building and servicing products across like finance, entertainment, education among others. https://www.linkedin.com/in/sohammondal/ 
 https://twitter.com/s0h4m About
4. Triveous Technologies 
 https://triveous.com/ 2013 2016 2017 Khoslalabs Worked with Khoslalabs on a state-of-the-art micro ATM (any Kirana shop owner can act as an ATM teller using their mobile phone) and POS solutions for the underbanked sections of India. EnParadigm and Google Worked with Enparadigm on multiple offline first apps in the insurance and education space. Worked with Google on multiple initiatives in the User Experience and Android Application space. About
5. 2018 2021 FREND and Internetsaathi FREND is a non profit backed by Google and Tata Trusts. Worked on designing and developing an offline first application to generate livelihood for over 50,000 women in 300,000 villages across India. IDEO, Novopay and Google AI Worked with IDEO on a design framework for new internet users. Worked with Novopay on multiple financial applications impacting millions of users across India.
6. Slides based on our Design Work Product Research Understand your market, ecosystem and your users Product Design Define and Solve design related problems across your entire product lifecycle Design Audits Get a high level overview of various design and product issues About
7. Introduction What is UX? What is Product Design?
8. Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.
9. Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.
10. Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.
11. Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.
12. Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.
13. Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.
14. https://medium.com/@jessielacey/ux-design-is-product-design-the-big-picture-approach-1b91733f51f3
15. Product Design Mistakes : Startup Edition Common Product Design Problems in Startups
16. Not Defining Assumptions and Risks Important to discover, define and share assumptions and risks early in the startup journey. 01
17. Delay Validation of Assumptions and Risks Validate these Assumptions and Risks as easily and quickly as possible 02
18. Measurement: Too little or too much Not measuring at all or measuring too little or too much. 03
19. Analysis: Not analysing data properly Analyse data to create artifacts that assist in the direction of the startup/product 04
20. Not Understanding Stakeholders/Market/Ecosystem Have a limited understanding of the market, ecosystem and the various stakeholder 05
21. Not Defining Users/Jobs-to-be-done/Needs Not defining the opportunity, users and their needs/jobs 06
22. Not Talking to Users or having a Proper Feedback Cycle Not talking to users quickly enough, early enough or frequently enough 07
23. Not Understand Why? It is important to understand why users do something? Why vs Behaviour? 08
24. Product Design Mistakes: Startup Edition 07 Not Talking to Users/Proper Feedback Cycle 02 Delay Validation of Assumptions and Risks 03 Measurement: Too little or too much 08 Not Understanding Why 01 Not Defining Assumptions and Risks 05 Not Understanding Stakeholders/ Market/ Ecosystem 06 Not Defining Users/Jobs- to-be-done/ Needs 04 Analysis: Not analysing data properly
25. Design Process What are the steps in the design process?
26. Z http://www.theagileelephant.com/what-is-design-thinking/
27. Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process
28. Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous 
 Solution Domain Process
29. Understand Various ways of understanding the market, ecosystem, stakeholders or the product
30. Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process
31. Life’s too short to build something nobody wants. Ash Maurya
32. Why Product Research? - Conducting market and user research enables you to understand what your users actually need and how the market is like - Good research informs your product, and the fact that it comes early in the design process will save you a lot of resources(time and money) down the road - Plus, with solid research, selling your ideas to stakeholders will be a lot easier. DETAILS Understand 01 Not Defining Assumptions and Risks 02 Delay Validation of Assumptions and Risks 05 Not Understanding Stakeholders/ Market/ Ecosystem 08 Not Understanding Why
33. Product Research Techniques Market Research - What Is the market? 
 - Who are your competitors? 
 - Who are the important stakeholders? 01. Qualitative Research - What do users need? 
 - What are their goals and aspirations? 
 - What are the challenges users face? 02. Quantitative Research - How to confirm or reject certain hypotheses? 
 - Statistical analysis of data 03. Understand
34. https://blog.prototypr.io/ux-design-101-asking-the-right-questions-planning-facilitating-user-interviews-a85751b33230 05 Not Understanding Stakeholders/ Market/ Ecosystem 06 Not Defining Users/Jobs- to-be-done/ Needs 07 Not Talking to Users/Proper Feedback Cycle 08 Not Understanding Why
35. https://pdmethods.com/user-research/the-difference-between-qualitative-research-and-quantitative-research/
37. https://blog.prototypr.io/ux-design-101-asking-the-right-questions-planning-facilitating-user-interviews-a85751b33230
38. https://pdmethods.com/user-research/the-difference-between-qualitative-research-and-quantitative-research/
40. Define How do you synthesise insights from research data? 03 Measurement: Too little or too much 04 Analysis: Not analysing data properly 08 Not Understanding Why
41. Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process
42. https://blog.prototypr.io/ux-design-101-asking-the-right-questions-planning-facilitating-user-interviews-a85751b33230
43. Specific Approaches
44. Personas What are Personas?
45. Personas
46. https://careerfoundry.com/en/blog/ux-design/how-to-define-a-user-persona/
47. 06 Not Defining Users/Jobs- to-be-done/ Needs 08 Not Understanding Why
48. User Journeys Mapping the journey of a user
50. https://www.nngroup.com/articles/analyze-customer-journey-map/
51. https://www.nngroup.com/articles/analyze-customer-journey-map/ 06 Not Defining Users/Jobs- to-be-done/ Needs 08 Not Understanding Why
52. User Needs / Jobs What do users need?
53. Jobs-to-be-Done Theory provides a framework for defining, categorising, capturing, and organising all your customers’ needs. JOBS TO BE DONE FRAMEWORK
54. https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
55. https://jobs-to-be-done-book.com/
56. https://jobs-to-be-done-book.com/ 01 Not Defining Assumptions and Risks 05 Not Understanding Stakeholders/ Market/ Ecosystem 06 Not Defining Users/Jobs- to-be-done/ Needs 08 Not Understanding Why
57. Ideate and Prototype The solution part of Product Design 05 Not Understanding Stakeholders/ Market/ Ecosystem 08 Not Understanding Why 06 Not Defining Users/Jobs- to-be-done/ Needs 03 Measurement: Too little or too much 02 Delay Validation of Assumptions and Risks
58. Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous 
 Solution Domain Process
59. Sketching/Sketchstorming Use rough sketches/diagrams to express ideas/potential solutions and explore the design space. Scamper Question problems through action verbs (“Substitute”, “Combine”, “Adapt”, “Modify”, “Put to another use”, “Eliminate”, “Reverse”) to produce solutions. Crowdstorming Target audiences generate and validate ideas through feedback (e.g., social media) to provide valuable solution insights. Crazy 8s Force people to come up with 8 ideas in 8 mins Mindmapping Use this graphical technique to connect ideas to problems’ major and minor qualities. Brainstorming Build good ideas from each other’s wild ideas, can be done individually or in groups
60. Sketch or Wireframe
61. Paper Prototyping
62. https://www.xfive.co/blog/figma-reconstruct-website/
63. https://www.figma.com/best-practices/five-ways-to-improve-your-prototyping-workflow/ 02 Delay Validation of Assumptions and Risks
64. Testing/Validation How to test your designs? 07 Not Talking to Users/Proper Feedback Cycle 02 Delay Validation of Assumptions and Risks 03 Measurement: Too little or too much
65. Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous 
 Solution Domain Process
66. Usability Testing https://blinkux.com/ideas/mobile-application-usability-testing
67. https://www.outwitly.com/blog/research-methods-diary-study
68. https://www.outwitly.com/blog/research-methods-diary-study
70. https://instabug.com/
71. https://instabug.com/
72. https://pdmethods.com/user-research/the-difference-between-qualitative-research-and-quantitative-research/
73. Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process
74. Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous 
 Solution Domain Process
75. Product Design Mistakes: Startup Edition 07 Not Talking to Users/Proper Feedback Cycle 02 Delay Validation of Assumptions and Risks 03 Measurement: Too little or too much 08 Not Understanding Why 01 Not Defining Assumptions and Risks 05 Not Understanding Stakeholders/ Market/ Ecosystem 06 Not Defining Users/Jobs- to-be-done/ Needs 04 Analysis: Not analysing data properly
76. Thank You Email/Site soham@triveous.com 
 https://triveous.com/ 01. Email/Website https://www.linkedin.com/in/sohammondal/ 
 https://twitter.com/s0h4m 02. Slides 03. Fin