Upload
asmaka
View
218
Download
0
Tags:
Embed Size (px)
DESCRIPTION
This presentation aims to teach others how to use the user centered design methodology for create a new product or feature
Citation preview
PRODUCT DEVELOPMENT
WORKSHOPAsma 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.
مصاحبهاز مردم بپرسید چه چیزی برای آنها مهم است، و چه چیزی از آن مهمتر •
است، چرا؟
از آنها بپرسید چرا این کار را اینطور انجام می دهند؟•
از آنها بپرسید چه درکی از یک موضوع دارند، حتی اگر مطمئن هستید که •جواب را می دانید بازهم بپرسید.
سئوالی هدایتگر نپرسید•
پس از طرح سئوال به آنها فرصت دهید تا در مفاهیم، ادراکات و تجربیات •خود به دنبال جواب بگردند.
سئواالت انتها باز بپرسید•
درصورتیکه از مصاحبه شونده اجازه گرفته اید، جلسه را ضبط کنید.•
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 METHODOLOGY1. 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