The Perfect Mix: Simple Steps to Product Design Success

Scott Thielman, Ph.D.Chief Technology Officer@PCS_news

The Perfect Mix: Simple steps for product design success

Preview• Introduction to PCS• My perspective• Success levers for design innovation

– Lean, personas, prototypes– Prototype examples

• Q and A

• Firm est. 1999• 30 employees• Engineers and designers• Support innovators

Products that enhance lives

Design Driven Development

Delight your users…by design

Long career of New• 20 years in new product design• Ph.D. mechanical engineer • Hardware focus• Paradigms for success

2001 2004 2006 2008 2012 2014

Innovation levers• Lean startup principles• Leadership Personas • Prototyping mission

Minimum Viable Product (MVP)

> …that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least amount of effort. – Eric Ries

> Build the thing that lets you test your assumptions…fast. – Scott Thielman

It’s about getting to the learning efficiently

Lean startupprinciples

You are accountable for success

No longer OK to learn at launch

https://steveblank.com/2014/07/30/driving-corporate-innovation-design-thinking-customer-development/

Lean startupprinciples

Lean is the new black

> …existing companies execute a business model, start-ups look for one. – Steve Blank

> You are in a race…to learn– Validate or refute assumptions– Customer development– Test assumptions

> Rapid MVPs enable progress> Learn the most you can with your budgetMore desirable product

https://goelevenprodcdn.blob.core.windows.net/images/guidance/validatedlearningcycle.png

Lean startupprinciples

Data Driven DevelopmentBuild Measure

Learn

Customer Delight

Lean startupprinciples

YOUR CHOICE

> Validated learning will happen> MVP lets you choose when> Avoid “feature complete” fallacy> Learn what features are wanted

Tested assumptions reduce uncertainty

Lean startupprinciples

DOES IT WORK WITH HARDWARE PRODUCTS?

> Difficulty in launching> Higher expectations> (Dan Ostrower in Wired, 11/3/14)> Need Hardware MVP tactics

Hardware MVP demands ingenuity

Lean startupprinciples

HARDWARE PITFALLS

> Over-specification> “we are bringing an MVP to

market”> Voice of customer (ex: Netflix

que)Don’t let these derail your build, measure, learn cycle.

Lean startupprinciples

SCOTT’S FOUR INSIGHTS

> Test value proposition> User insights research> Prototyping> The Development KitTactics that work for hardware

Lean startupprinciples

LEADERSHIP PERSONAS

> Innovative Thinker (inventor)> Strategic Visionary (chief momentum officer)> Technical Program Manager (project manager)

Earmarks of successful startups

Personas

INNOVATIVE THINKER

> Idea person> It’s their baby> Familiar with unmet need> Love to create new things> Founder, CTO, CMO, CSOInvolved at the birth of the company

Personas

STRATEGIC VISIONARY

> Opportunity focused> Builds success narrative> Puts the pieces together> Matches budget to priorities> CEO or President

Involved when capital must be raised

Personas

TECHNICAL PROGRAM MANAGER

> Planner> Spans multiple domains> Focused on process and progress> Has purchase and hiring authority> VP of Engineering, Director of Product

Involved when milestones must be met

Personas

Partner with those who share your enthusiasm

Personas

Desirable traits– Communicators– Dedicated to craft– Enthusiastic

Personas

Prototypingmission

Prototypingmission

PROTOTYPING PROBLEM

> Resource intensive> Necessary – mark progress

Need an approach to prototype effectively

Prototypingmission

Prototypingmission

Prototypingmission

Prototypingmission

EX: PATIENT MONITOR

> Audience: Pierre Mourad, principal investigator from UW Neuros

> Purpose: Explore support architectures

Prototypingmission

EX: PATIENT MONITOR 2

> Audience: Key opinion leaders – trauma surgeons

> Purpose: Validate usability

Prototypingmission

EX: BIOLUX ORTHOPULSE

> Audience: Manufacturing vendors

> Purpose: Demonstrate form, function and finish expectations

Prototypingmission

Innovation levers• Lean startup principles• Teams and personas • Prototyping mission

New innovations are fragile

Keep them alive!

Thanks!Scott Thielmanscott@productcreationstudio.com@PCS_news

Prototypingmission