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Startup By Design
An Introduction
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9 out of 10 startups fail. 42 % of those polled cited lack of market need as the reason
Forbes, Jan 16th 2015
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IDEAS
CODEDATA
BUILD
MEASURE
LEARN
SUCCESS!
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IDEAS
CODEDATA
BUILD
MEASURE
LEARN
SUCCESS!
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Doesn’t care how you arrived at the idea
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i.e. Context doesn’t matter ( until the very end ).
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It matters. A lot.
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How designers create products
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F O U R W O R L D S
P E O P L E
I D E A S
O F F E R I N G
N E E D S
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P E O P L E
I D E A S
O F F E R I N G
N E E D S
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How engineers create products
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P E O P L E
I D E A S
O F F E R I N G
N E E D S
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design for startups ?
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4 jobs of a startup
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ExperienceDesign
System Design
Experiment Design
Form Design
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Experience Design
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Design experience backwards
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More than three in four millennials (78%) would choose to spend money on an experience or event over buying something desirable (Harris study)
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Airbnb’s Story
2009
Team notices pattern
Paul Graham intervenes
They upgrade images
$400 per week one week later
$200 per week for 8 months
$200
$400
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Sketch experience signature
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DRIVING BACK FROM OFFICE
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Find key moments and phases
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O F F I C E C A R D R I V I N G S T O P P I N G A G I TAT I O N D R I V I N G H O M E
Phases ( Transitions )
Moments ( Actions )• Leave
Office • Find
car
• Start car
• Map route
• Drive • Huge Jam
• Slowto Halt
• Stuck forand hour
• Honk,Shout
• Drive angry
• Park • Enter home
angry
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Uber is a system not just an app
Booking Rating
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System diagram for Uber.
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Design the feedback loops first
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FORMS : P R O D U C T P E O P L E P O L I C Y
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To change how customers interact with the situation change product
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PEOPLE
“ Welcome back Mr. Petrovska”
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PEOPLE
“ Welcome back Mr. Petrovska”
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PEOPLE
“ Welcome back Mr. Petrovska”
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To change how customers feel about
the same situation change script and
roles
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POLICY “ The customer is always right”
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To change how everyone behaves,
change policy
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Interaction design designs all interactions
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Experiment Design
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The Dyson Dual Cyclone
Number of Iterations
5,126
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Business Model Canvas
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How do you design an experiment ?
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IF WE..THEN..RESULTING IN …
Place a Bet
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Bet # 1 of Experiment Library
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Failure feels less threatening if you think of it as an experiment
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Change the experience in this scene
Challenge
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Find moments and phases
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Recipe Ingredients Prep Cook Plate Eat
Phases / Transitions
Moments / Actions
• Pick a book
• Find a recipe
• Keep book in kitchen
• Buy • Store • Stage
• Measure • Wash • Portion • Slice • Blend
• Read line • Follow • Watch • Repeat
• Present • Serve
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Sketch the experience
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Pick a key moment
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Recipe Ingredients Prep Cook Plate Eat
Phases / Transitions
Moments / Actions
• Pick a book
• Find a recipe
• Keep book in kitchen
• Buy • Store • Stage
• Measure • Wash • Portion • Slice • Blend
• Read line • Follow • Watch • Repeat
What oz in gms?
Which step was I ?
What should it look like?
How long did it say ?
• Present • Serve
What should I make ?
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ExperienceDesign
System Design
Form Design
Experiment Design
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“I’ve been riveted for these two days. Why didn’t we start the week with this ?”
- SHRUTI GUPTA, ENTREPRENEUR
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Design Influence
Startup Momentum
Hockey Stick Effect
Strategic TacticalPre-Acceleration Acceleration
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Enough customers to generate commitment. Not enough to generate arrogance.
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Experience
Systems Forms
Experiments
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Experience
Systems
Forms
Experiments
Moment
Journey
Job-to-be-doneEx
perie
nce
Sign
atur
eSi
gnat
ure
Expe
rienc
e
Show Me Your Business
Prob
lem
Sys
tem
Solution System
Point of Entry
Why Can’t You ?
Metaphor
Organising
Supporting
Hypothesis
Experiment LibraryExperiment Learnings
Business Model
Introduction Channel
Consum
ption Channel
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Complements Lean Startup
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BUILD
MEASURELEARN
BUILD
Experience
Systems Forms
Experiments
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Startup By Design
An Introduction