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Startup R&D ToolkitNOEW 2016
Darshil Vora Yakaira Nunez
Sr. Product Designer Principal User Researcher
@darshilv @DigEthno
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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 FRAMING
What 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
ME
TH
OD
SD
ELIV
ER
AB
LE
S
What do our customers need
(or want)?
How should we think about the
competitive landscape?
What problem should we solve?
Pull reports on cases
Pull reports on feature usage
Subject matter expert interviews
Competitive analysis
Review Forrester trends
Secondary research
Behavioral models
User Mental Models
UX success metrics
Design briefs
Trends Reports
Customer Segmentations
How might we differentiate from
competitors?
What new features might we
offer?
What would we do if resources
weren’t a constraint?
Customer Feedback
UI comparisons
Modes/motivation matrices
Co-Creation exercises
Design Studio/Workshops
Sketchy concepts
Storyboards
Concept systems
Are we on the right track?
Which approaches are
working
Does preference vary by
customer segment? Why?
Customer Feedback
Preference Tests
UI Pattern Alignment
Heuristic Review
Tree Tests
Accessibility Reviews
RITE Usability Tests
Invision prototypes
Keynote animations
HTML clickable protos
QU
ES
TIO
NS
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 Metrics
AppStore Reviews
Customer Feedback
Eye tracking
Unmoderated click tests
Videos to “prove it” to
stakeholders.
Identification of
outstanding issues
Recommendations
for changes
Heuristic triage
Problem Framing
What is 5+5?
What two numbers add up to 10?
7 + 3
-10 + 20
Sqrt(100) + 0
Sqrt(2) + 8.6
Concept Board – online white boarding, collaboration, project management etc.
QUESTIONS METHODS DELIVERABLES
Pull reports on cases
Pull reports on feature usage
Subject matter expert
interviews
Competitive analysis
Review Forrester trends
Secondary research
Behavioral models
User Mental Models
UX success metrics
Design briefs
Trends Reports
Customer 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 DELIVERABLES
Customer Feedback
UI comparisons
Modes/motivation matrices
Co-Creation exercises
Design Studio/Workshops
Sketchy concepts
Storyboards
Concept 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 DELIVERABLES
Customer Feedback
Preference Tests
UI Pattern Alignment
Heuristic Review
Tree Tests
Accessibility Reviews
RITE Usability Tests
Invision prototypes
Keynote animations
HTML clickable prototypes
Flinto 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 Tools
Pros
• Can work with any experiment
design
• Provides recruiting options
Cons
• Expensive! $$$
• Learning curve is high
QUESTIONS METHODS DELIVERABLES
Eye tracking
Unmoderated click tests
Instrumentation usage data
CogTool
AppStore Reviews
Customer Feedback
Heuristic triage
Efficiency assessments
Identification of outstanding
issues
Recommendations 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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