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Startup Research & Design ToolkitNOEW 2016
Darshil VoraSr. Product Designer@darshilv
Forward-Looking StatementsStatement under the Private Securities Litigation Reform Act of 1995:
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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.
Basic ProcessWe have 30 minutes let’s dive right into it!
VALIDATEDoes it work the way we want it to?Does it need improvement?
PROBLEM FRAMINGWhat do customers do/want/need?
BRAINSTORMING SOLUTIONSHow might we enable that?
BUILDING EXPERIMENTSWhich 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!
VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING
MET
HODS
DELI
VERA
BLES
What do our customers need (or want)?
How should we think about the competitive landscape?
What problem should we solve?
Pull reports on casesPull reports on feature usageSubject matter expert interviewsCompetitive analysisReview Forrester trendsSecondary research
Behavioral modelsUser Mental ModelsUX success metricsDesign briefsTrends ReportsCustomer Segmentations
How might we differentiate from competitors?
What new features might we offer?
What would we do if resources weren’t a constraint?
Customer FeedbackUI comparisonsModes/motivation matricesCo-Creation exercisesDesign Studio/Workshops
Sketchy conceptsStoryboardsConcept systems
Are we on the right track?
Which approaches are working
Does preference vary by customer segment? Why?
Customer FeedbackPreference TestsUI Pattern AlignmentHeuristic ReviewTree TestsAccessibility ReviewsRITE Usability Tests
Invision prototypesKeynote animationsHTML clickable protos
QUES
TION
S
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 MetricsAppStore ReviewsCustomer Feedback Eye trackingUnmoderated click testsVideos to “prove it” to stakeholders.
Identification of outstanding issuesRecommendations for changesHeuristic triage
Problem Framing
What is 5+5?
What two numbers add up to 10?7 + 3
-10 + 20Sqrt(100) + 0Sqrt(2) + 8.6
Concept Board – online white boarding, collaboration, project management etc.
QUESTIONS METHODS DELIVERABLESPull reports on casesPull reports on feature usageSubject matter expert interviewsCompetitive analysisReview Forrester trendsSecondary research
Behavioral modelsUser Mental ModelsUX success metricsDesign briefsTrends ReportsCustomer 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
Brainstorming Solutions
Brainstorming Solutions
Tip 1: Establish a Common Language
Tip 2: Save Judgment for later
Tip 3: Quantity over Quality
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
QUESTIONS METHODS DELIVERABLESCustomer FeedbackUI comparisonsModes/motivation matricesCo-Creation exercisesDesign Studio/Workshops
Sketchy conceptsStoryboardsConcept 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
Experimentation
Tip 1: Quick, Cheap and Easy!
Tip 2: Make your friends go through the flow
Tip 3: Repeat!
Advanced Tools
Pros• Desktop and Mobile• Click throughs• Collaboration• Organization
Cons• Advanced interactions not
handled well
Advanced Tools
Pros• Easy to learn and use
Cons• Only mobile prototypes• No collaboration
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
QUESTIONS METHODS DELIVERABLESCustomer FeedbackPreference TestsUI Pattern AlignmentHeuristic ReviewTree TestsAccessibility ReviewsRITE Usability Tests
Invision prototypesKeynote animationsHTML clickable prototypesFlinto 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
VALIDATION
In Person
Online: VerifyApp
Pros• Preference Tests• Cheaper in comparison
Cons• Advanced interactions not
handled well
Other Online ToolsPros• Can work with any
experiment design• Provides recruiting optionsCons• Expensive! $$$• Learning curve is high
QUESTIONS METHODS DELIVERABLESEye trackingUnmoderated click testsInstrumentation usage dataCogToolAppStore ReviewsCustomer Feedback
Heuristic triage Efficiency assessmentsIdentification of outstanding issuesRecommendations 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.
thank y u
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