PRODUCT DEVELOPMENT WORKSHOP Asma Karoobi

MINIMUM VIABLE PRODUCT

The first step is figuring out the problem that needs to be solved and then developing

a minimum viable product (MVP)

In product development, the minimum viable product (MVP) is the product with the

highest return on investment versus risk.

MINIMUM VIABLE PRODUCT

A minimum viable product has just those core features that allow the product to be

deployed, and no more.

The product is typically deployed to a subset of possible customers, such as early

adopters that are thought to be more forgiving, more likely to give feedback, and

able to grasp a product vision from an early prototype or marketing information.

MINIMUM VIABLE PRODUCT

It is a strategy targeted at avoiding building products that customers do not want,

that seeks to maximize the information learned about the customer per dollar spent.

An MVP is not a minimal product, it is a strategy and process directed toward making

and selling a product to customers. It is an iterative process of idea generation,

prototyping, presentation, data collection, analysis and learning.

TECHNOLOGY ADOPTION LIFECYCLE

Innovators – had larger farms, were more educated, more prosperous and more risk-oriented

Early adopters – younger, more educated, tended to be community leaders, less prosperous

Early majority – more conservative but open to new ideas, active in community and influence

to neighbors

late majority – older, less educated, fairly conservative and less socially active

laggards – very conservative, had small farms and capital, oldest and least educated

wikipedia

TECHNOLOGY ADOPTION LIFECYCLE

INNOVATORS AND THE EARLY ADOPTERS

The innovators and the early adopters should be the main target for the

majority of the people , because they eventually are the sneezers of the

group, they are the people in fact who look at your work and spread it to the

early and late majority

MARKET SEGMENTATION

Market segmentation pertains to the division of a market of consumers into persons

with similar needs and wants.

Market segmentation allows for a better allocation of a firm's finite resources. A firm

only possesses a certain amount of resources

wikipedia

GEOGRAPHIC SEGMENTATION

Marketers can segment according to geographic criteria—nations, states, regions,

countries, cities, neighborhoods, or postal codes

Geographic Segmentation is important and may be considered the first step to

international marketing, followed by demographic and psychographic segmentation.

DEMOGRAPHIC SEGMENTATION

Segmentation according to demography is based on variables such as age, gender,

occupation and education level or according to perceived benefits which a

product/service may provide.

BEHAVIORAL SEGMENTATION

Behavioral segmentation divides consumers into groups according to their knowledge

of, attitude towards, usage rate, response, loyalty status, and readiness stage to a

product.

PSYCHOGRAPHIC SEGMENTATION

Psychographic segmentation, which is sometimes called Lifestyle. This is measured by

studying the activities, interests, and opinions (AIOs) of customers.

It considers how people spend their leisure, and which external influences they are

most responsive to and influenced by.

Psychographic is highly important to segmentation, because it identifies the personal

activities and targeted lifestyle the target subject endures, or the image they are

attempting to project.

PERSONA

Persona is an unreal character that is represented a group of users and consumer’s

needs. Actually instead of talking about each one of the users during the design we

can rely on persona.

It is really important to remember that conducting research before writing persona is

necessary, unless it is just about the opinion of writer.

PERSONA

We can bring persona to life by adding some information like name, face, job title

and some social attributes.

These items do not have significant impact on the product design but help designer to

feel they are real and vivid.

PERSONA IS THAT PERSONA EXPRESS BEHAVIOR PATTERN NOT SET OF SKILLS

AND TASKS ABOUT USERS.

Persona describes the way that

user does something and why act

in a particular way beside their

skills, they routine tasks, attitudes

and environment, etc.

HOW TO CREATE PERSONA

Persona will create based on research. One-on-one interview with various types of

people can demonstrate the behavior pattern of users; this pattern clears after

almost 30 interviews.

We consider one persona for each category and prepare “foundation” document for

each persona as a storehouse for information about that persona.

THIS ONE REPRESENTS THE GROUPS OF PEOPLE WHO THE PRODUCT DOESN ’T

DESIGN FOR THEM.

Anti-Persona

BENEFIT OF CREATING PERSONA

Users' goals and needs become a common point of focus for the team.

The team can concentrate on designing for a manageable set of personas knowing that they

represent the needs of many users.

They are relatively quick to develop and replace the need to canvass the whole user community

and spend months gathering user requirements.

They help avoid the trap of building what users ask for rather than what they will actually use .

Design efforts can be prioritized based on the personas.

Disagreements over design decisions can be sorted out by referring back to the personas.

NEED – WANT - DEMAND Definition

“WHAT IS THE SMALLEST OR LEAST COMPLICATED PROBLEM THAT THE

CUSTOMER WILL PAY US TO SOLVE?”

DEMANDS!

DEFINE A PROBLEM

Finding an idea for your project requires you to identify the needs of yourself,

another person, or a group of people.

The act of looking at the world around you to identify these needs is called need

finding.

FIVE WHYS

5 Whys is an iterative question-asking technique used to explore the cause-and-

effect relationships underlying a particular problem.

The primary goal of the technique is to determine the root cause of a defect or

problem by repeating the question "Why?"

Each question forms the basis of the next question.

POWERFUL QUESTIONS

What seems to be the trouble?”

What concerns you the most about _________?”

What is holding you back from _________?”

What seems to be your main obstacle to _________?”

NEED FINDING- BRAINSTORMING USER NEEDS

This part focuses in on using the notes/findings from the previous step, to brainstorm a

list of specific user needs; opportunities for design innovation that would enable

better support to an activity.

We were encouraged to list as many ideas as possible and to include as many

relevant people as possible to help. All ideas are good ones and the aim was to

generate at least 15 plus. At this stage, we were not looking for solutions yet just

user needs and goals

NEED FINDING: OBSERVE HOW PEOPLE DO THINGS

By watching people we tend to learn their goals and values and come up with design

insight which uncovers user needs, breakdowns, clever hacks and opportunities for

improvement. This is how entrepreneurs go about finding new opportunities and

business ideas.

For User Experience designers, you want to observe people performing a particular

tasks in the actual environment.

DEFINE A PROBLEM

Once you have found an idea for your project, describe the problem by writing a

problem statement. Your problem statement must answer three questions:

What is the problem or need?

Who has the problem or need?

Why is it important to solve?

DEFINE A PROBLEM

The format for writing a problem statement uses your answers to the questions and

follows these guidelines:

Who need(s) what because why.

_____ need(s) _________ because ________.

Before moving forward with an idea for your engineering project, be sure to

evaluate your problem.

FOCUS GROUP

In usability engineering, a focus group is a survey method to collect the views of users on software

or a website.

This marketing method can be applied to computer products to better understand the motivations

of users and their perception of the product.

Unlike other methods of ergonomics, focus group implies several participants: users or future users

of the application.

The focus group can only collect subjective data, not objective data on the use of the application as

the usability test for example

FOCUS GROUP

The analysis of focus group data presents both challenges and opportunities when

compared to other types of qualitative data.

There is a danger that a consensus can be assumed when not every person has

spoken: the researcher will need to consider carefully whether the people who have

not expressed a view can be assumed to agree with the majority, or whether they

may simply be unwilling to voice their disagreement.

•

•

•

•

•

•

•

QUESTIONS: GOOD AND BAD

Don’t ask:

Hypothetical scenarios

How often they do something. You’d get biased

answers.

Leading questions

Ask Yes/No questions

Rating on absolute scale

Do:

Ask open ended questions

Ask concrete question. Like, how many times you

did activity last week.

Listen. Give some time to the participants to tell

the real story.

SCENARIO

In the world of user experience design a scenario is basically a story about someone

(usually your users) using whatever is being designed to carry out a specific task or

goal. how Sarah buys a airplane ticket on a website for her journey home (goals and

context are important).

Scenarios can be very detailed, all the way to very high level but should at least

outline the ‘who’, ‘what’, ‘when’, ‘where’, ‘why’, and ‘how’ of the usage.

SCENARIO

1. What the user does. Remember to focus on what happens, not necessarily how it happens.

For example, Sarah wants to buy an airplane ticket for her journey.

2. Any comments or information that you feel is important at this step. For example, you might

want to make a note that might be a charter ticket will be available.

3. Any questions or assumptions that arise are this step that you’ll want to resolve. For

example, will she need a hotel at this journey.

4. Any ideas or good suggestions that people have. For example, it would be good to give

an advise paper about best restaurant at that city.

MAKE SOMETHING USEFUL

User scenarios are a very handy tool when designing user interfaces. It is not only

important to ‘get to know’ the actual users, but to understand the goals these users

have.

Only when we know who does what on our website, how and why they do it, we can

define design requirements concrete enough to actually meet them. So we need to

narrow down the often broad content we offer on our website, to specific goals our

users have and summarize them in user scenarios

BENCHMARKING

Benchmarking is the process of comparing one's business processes and performance

metrics to industry bests or best practices from other companies

ROBERT CAMP: THE 12 STAGE METHODOLOGY

1. Select subject

2. Define the process

3. Identify potential partners

4. Identify data sources

5. Collect data and select partners

6. Determine the gap

7. Establish process differences

8. Target future performance

9. Communicate

10. Adjust goal

11. Implement

12. Review and recalibrate

SWOT

1. Strengths: characteristics of the business or project that give it an advantage over

others.

2. Weaknesses: characteristics that place the business or project at a disadvantage

relative to others.

3. Opportunities: elements that the project could exploit to its advantage.

4. Threats: elements in the environment that could cause trouble for the business or

project.

YOUR TURN ! The End! DAY1