DESIGN AT YOUR STARTUP KIM DOWD & NINA MEHTA
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DESIGN AT YOUR STARTUP
KIM DOWD & NINA MEHTA
KIM DOWDProduct Designer
User ResearchInterface DesignVisual DesignProduct Strategy
NINA MEHTAProduct Designer
User ResearchInterface DesignVisual DesignProduct StrategyMarketing & Media
Design is making thingswho, why, how
DesignersDefine DropshadowsRun A/B TestsKnow Entire ProductFind User GoalsSummarize FindingsTry Many OptionsDefine Your BrandMake PrototypesDraw DiagramsTake Photos
Talk to usersPropose LayoutsWrite CodeSketch FeaturesCreate ScenariosMake MoodboardsDraw IconsWrite CopyPick ColorsChoose Fonts
Startup Design Process
Stanford d School
Ideate
Empathize
Define
Prototype
Test
Designers at startupsadvocate for your users
Talk to usersin person
Leave the officeGo where your users are
Defining the next featureThis topic is huge.
But basically, its a mix of - listening to users - watching users - strongly defining your value props - knowledge of an effort/value ratio - sense future landscape
How to create a featureScenario based design, testing, building
Choose a featureYou have expertise in your field. You’ve used that to make a product. You want to make a new feature, based upon user requests, your knowledge in the field, new research.
for example
“Make it easier for users to view many photos”
Be specific: Who & What & Why“Make it easier for a tween to view imagessimilar to the one she is looking. If she sees many images she likes, she will come back.”
Be Measurable“Make looking at a new photo easier than clicking the back button or close button for a tween to explore photos similar to her current one.”
“Lower current bounce rate on main photo page by 20%.”
“Raise click through to new photo by 20%.”
Who is this Matilda? her needsto feel inspired visuallyto craft an identity based upon “hearting”to connect with similar people
her mediacurrent screen size: every smart phone, tablet, laptop size in the world
her fav thing on the sitehearting something
ScenarioA story with people.
Like Romeo and Juliet. Romeo escapes his house through a window.He prances towards Juliet’s houseHe feels inspired by love and hormones. He sees her silhouette through the window. He throws rocks to get her attention.
ScenarioA story with people, feelings and data.
Matilda, the tween, searches for photos of flowers.
Thousands of images return.
She is drawn to a trendy one.
She looks at the close up of it, and noting that many other people have “hearted” it, she hearts it as well.
She is quickly able to see close ups of all the images in her search return (thousands) and heart them.
Time to sketchpictures of sketches - must dig through and find
Test against ScenarioLook at each flowSee if it works for the scenario stated.
PrototypePaper
Screen based (Pop App, Invision App, PPT, Keynote)
Fast, crappy code
Quantitative dataGoogle analytics
Mixpanel
Kissmetrics
Crazyegg
Quantitative Data
Qualitative Responses“I hate this. The images don’t fit on my screen.”
“Soooo much better.”
Summing it up:Scenarios & measurable tests1. Create a scenarios that tells a story or usage. 2. Draw a lot crappy designs, to test against the story. 3. Choose a few to prototype quickly. (paper, etc)
4. Test qualitative data against metrics. (20%)
5. Collect quantitative data to test against scenario.
Seventh Inning StretchQuestions?
Making sense of a complex feature“But this feature a bajillion steps and can takes 8 weeks to process!”
Card sorting!
Ship early, ship often
Daily scheduleStandupWork with devSketch1 feature at a timeKill the meetings
Monday FixingTuesday Create Big IdeasWednesday Create Small DetailsThursday Make prototypeFriday Test with UsersSaturday Oh Sh*t daySunday (recover)
Weekly schedule
Design at startupsHuman CenteredIterativeStructured
Go outsideSleep at nightEat your vegetables
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