Venture Design V: Building the Right Product

8/11/2019 Venture Design V: Building the Right Product

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Copyright 2014 Cowan Publishing

VentureDesignWorkshop V

Building the Right

Product


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ALEX COWAN

AlexanderCowan.com

@cowanSF

ABOUT ME

Entrepreneur (5x)Intrapreneur (1x)


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ALEX COWAN

AlexanderCowan.com

@cowanSF

ABOUT ME


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ABOUT ME

www.alexandercowan.com


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AGENDAPeriod

Deliverables

Venture Design I:Achieving CustomerRelevance

PersonasProblem Scenarios-Alternatives-Value PropositionsStart Business Model CanvasStoryboardsCustomer Discovery

Venture Design II: Iteratingto Success

Venture Planning- focal hypotheses, experiments, and minimum viableproduct

Venture Design III:Focusing & ValidatingVenture Progress

Review of field work, refinements of approach, planning next steps.

Venture Design IV:Engineering Your Business

Model

Detailing your business model and remaining focal assumptions.

Venture Design V:Designing the RightProduct

Pairing your learnings on personas & hypotheses with high quality,actionable inputs (stories & wireframes) for product development andproduct validation.


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DEVELOPMENT

WaterfallThen

AgileNow


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ALEX COWAN

AlexanderCowan.com

@cowanSF

AGILE FOUNDATIONS

Individuals

Interactions>

Processes

Tools

Workingsoftware

ComprehensiveDocumentation

>

Customercollaboration

Contractnegotiation

>

Responding

to change

Following

a plan

>


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ALEX COWAN

AlexanderCowan.com

@cowanSF

AGILE FOUNDATIONS

PERSONASPROBLEM SCENARIOS,ALTERNATIVES

PROPOSITIONS


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AGILE & LEAN

validate featurerelevance withcustomers

collaborate withdevelopmentteam

observe andenvision whatsnext


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PERSONASPROBLEM SCENARIOS

STORIES

Epic Stories

Stories

Test Cases

As a [persona],I want to [do something]so that I can [derive a benefit]

Drafting

Stories

AGILE USER STORIES- WHATIS

ALEX COWAN

AlexanderCowan.com

@cowanSF


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CHILD STORIES

A) As an HR manager, I want to get a list of topics relevant to an open position from the functional

manager so I can set up a relevant and complete quiz for screening.

B) As an HR manager, I want to browse the quiz banks [of available questions] so I can make sureIm subscribed to all the necessary topics for my quiz.

C) As an HR manager, I want to purchase additional quiz banks so I can add additional technicaltopics to my quizzes.

D) As an HR manager, I want to create a custom quiz banks so I can add custom questions the

functional manager wants to add to the quiz.E) As a manager, I want to set the quiz up for a possible recruit to use.

F) As an HR manager, I want to make the candidates scores available to the functional manager,along with the rest of my notes.

EPIC STORYEXAMPLE: AGILE USER STORIESAs the HR manager, I want to create a screening quiz so that I can understand whether I want tosend possible recruits to the functional manager.


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ALEX COWAN

AlexanderCowan.com

@cowanSF


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STORYBOARDING AN EPICAs the HR manager, Iwant to create ascreening quiz so that Ican understandwhether I want to sendpossible recruits to the

functional manager.

ALEX COWAN

AlexanderCowan.com

@cowanSF


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EXERCISE- DRAFT AN AGILE EPIC

Draft an epic story (4 min)

As a [persona],

I want to [do something]

so that I can [derive a benefit]

As the HR manager, I want to create ascreening quiz so that I can understandwhether I want to send possible recruits tothe functional manager.


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functional manager.

Guideline:3-6 squares

(10 min)


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CHILD STORIES










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functional manager.STORIES: A, B STORIES: C

STORIES: E STORIES: F STORIES: G, H

STORIES: D


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CHILD STORIES








EPIC STORYEXERCISE: DRAFT AGILE USER STORIES (10 MIN.)As the HR manager, I want to create a screening quiz so that I can understand whether I want tosend possible recruits to the functional manager.


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As

Presenter

As

Audience1) What is this? (Use positioningstatement)2) What is the epic story? (Describe usingstoryboard)3) How does it decompose into user

stories?

- Focus on the process; avoid editorial- Ask a lot of questions- Think about it like an investor

EXERCISE: PEER PRESENTATION

ALEX COWAN

AlexanderCowan.com

@cowanSF

(5 min./ each)


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ABOUT PROTOTYPING

Stay focused to the persona and the problem.

All solutions are temporary, especially at this stage.ALEX COWAN

AlexanderCowan.com

@cowanSF


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PLAY TO YOUR ADVANTAGE AT THE EARLY PHASES

EXPENSE

FLEXIBILITY

wireframe

working design

prototype

working product with a few users

with lots of users

idea

play to yourstrengths as asstartup/new productin this zone


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THINK SEE

FEEL DO

PERSONAS

Who?

X

PROBLEMSCENARIOS &ALTERNATIVES

What?

VALUEPROPOSITIONS& ASSUMPTIONS

What if?

!

CUSTOMERDISCOVERY &EXPERIMENTS

Tell me?

#1 MOST COMMON PROBLEM WITH PROTOTYPING==NOT BEING READY

USERSTORIES &PROTOTYPES

How?Having focalpropositions

supportedby customerdiscovery isthe firstprereq. togoodprototyping


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STEP 1: ID WHATY YOU NEED & FIND COMPSDont reinvent the wheel.(startups have enough risk)

Identify the interface elementsyou need, then find

comparables and existing

patterns.(ref: bit.ly/protonow)

ALEX COWAN

AlexanderCowan.com

@cowanSF


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CASE STUDY: BRAND LATTICE

ALEX COWAN

AlexanderCowan.com

@cowanSF

Brand identity application for

designers and their clients


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STEP 1: NEEDS AND COMPS

ALEX COWAN

AlexanderCowan.com

@cowanSF

NEEDED: sequential process with ability to skip

ahead and go back; strong anchor in where you

are in the process

COMPS: wizard-type interfaces for

shopping and item configuration


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EXERCISE: IDENTIFY COMPS

ALEX COWAN

AlexanderCowan.com

@cowanSF

NEEDED: What are the key functional

elements you need?

COMPS: What existing applications have

these? Which ones are best practice? What

do you like/not like about them for your

purpose?

(5 min)


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As

Presenter

As

Audience1) What are the key functional blocks?2) What are some best practice examples?3) What do they tell you? What parts doyou, dont you consider applicable?

- Focus on the process; avoid editorial- Ask a lot of questions- Think about it like an investor

EXERCISE: PRESENTATIONS

ALEX COWAN

AlexanderCowan.com

@cowanSF

(2 min./ each

x 3 students)


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STEP 2: WIREFRAMING

ALEX COWAN

AlexanderCowan.com

@cowanSF

Wireframes are for discussion.

Good wireframing tools:-help you color in the lines using existing UI

metaphors (scroll bars, drop-downs, etc.)

-are easy to use and uncomplicated

-facilitate annotation and discussion


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WIREFRAMING AT BRAND LATTICE

ALEX COWAN

AlexanderCowan.com

@cowanSF

Concept items I did in Balsamiq (wireframing tool)


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WIREFRAMING AT BRAND LATTICE

ALEX COWAN

AlexanderCowan.com

@cowanSF

More detail from design lead (created in Adobe Illustrator)


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PROTOTYPING AT BRAND LATTICE1) Photoshop

designs from

design lead

2) Created

conceptprototype in

Keynote*

3) Finished

early user

testing

* PowerPoint has similarfunctionality


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PROTOTYPING AT LARGELet your key assumptionsdrive experiments todetermine the type ofprototype you need

Keynote and PowerPoint let you link shapes to slidesfor basic (fake) interaction

There are many prototyping tools that provide forinteractive prototypes

If you know what you want, just doing static

interactions in HTML/CSS/JS isnt bad (if you haveaccess to that skill set)


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DOCUMENT UX ASSUMPTIONS AS YOU GO

Lets assume.

Then test.

Lets not

argue


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EXAMPLE ASSUMPTIONS & EXPERIMENTS

brand lattice UI:

Drag and drop isnt yet in common use.Would users get it?

Noted as key assumption and became early

focal item in user test


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ITERATING BASED ON TEST RESULTS70% of usersdidnt get thedrag and dropin this version

This change inthe annotationwas enough sothey got it


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THE MTP

P

inimum

estableroductT

M


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PARING AWAY ASSUMPTIONS VIA MTP

Tacticalassumptionsabout

usability

Pivotalassumptionsabout

relevance


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EXERCISE (OPTIONAL): BALSAMIQ ON G.APPS

1: Visit Google Apps for Drive

-Go to Google Docs (via Gmail, etc. account)-Click on Create then see menu at bottom

2: Get the Balsamiq (trial)

3: On the Create menu, youll now see anoptional for Balsamiq Mockups


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EXERCISE: CREATE MOCKUPS

ALEX COWAN

AlexanderCowan.com

@cowanSF

Create a set of wireframes for your epic story, drawing on thecomps your created as you see fit.

(15 min.)


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BEING RELEVANT, LOOKING GOOD

Four phases to branding:Strategy Creation Expression Stewardship

What is the company (or product) about?

- Starting point: your positioning statement fromsession 1

- Bear in mind your customer storytelling: personas,

problem scenarios, propositions

- You can create a brand strategy moodboard onbrandlattice.com in about 10 minutes


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What is does this company (or product) look like?

-CONSISTENCY IS THE #1 MOST IMPORTANT PART OFYOUR VISUAL COMMUNICATION

-Take 20 minutes and create a style guide: bit.ly/3tostyleguide

(optional)


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How do we apply our brand strategy to (frontend, business cards, website, etc.)?

-Now this is (relatively) easy! Just use your styleguide and any prior applications you have


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How do we keep this program strong?

-Maintenance, etc. (not important for us here)


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WHERE ARE YOU NOW?

MVPProduct-Market

Fit(?) Scale

PIVOTALASSUMPTIONS

PRODUCT

ORG.

PARTNERS,CHANNELS

Nascent

Founders

N/A

Probably toosoon

Test, revise,test...

MVP

Customer dev.team

Probably toosoon

Validated- nowtactical

Focus: efficiency,extension

Full functionalorganization

Yeah, maybe?

Validated- nowtactical

What would astartup do??

Scalableorganization

Yeah, definitely!


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THINK SEE

FEEL DO

PERSONAS

Who?

X


What?


What if?

!


How?

Scale?

Pivot?

PRODUCT &PROMOTION

/

CUSTOMERDISCOVERY &EXPERIMENTS

Tell me?

FULL CIRCLE


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FULL CIRCLE (IN REVERSE)

!PRODUCT &PROMOTION


Did the implementationdeliver on the story?

/

CUSTOMERDISCOVERY&EXPERIMENT

How did thecustomer/userreact?


!

Was theimplementedstory relevant tothe proposition?

X


Is problemrelevant? Is thepropositionbetter vs.alternatives?

THINK SEE

FEEL DO

PERSONAS

Do weunderstand thisperson? Whatmakes themtick?


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AGENDA

Period

Deliverables

Venture Design I:Achieving CustomerRelevance

PersonasProblem Scenarios-Alternatives-Value PropositionsStart Business Model CanvasStoryboardsCustomer Discovery

Venture Design II: Iteratingto Success Venture Planning- focal hypotheses, experiments, and minimum viableproduct

Venture Design III:Focusing & ValidatingVenture Progress

Review of field work, refinements of approach, planning next steps.

Venture Design IV:Engineering Your BusinessModel

Detailing your business model and remaining focal assumptions.

Venture Design V:Designing the RightProduct

Pairing your learnings on personas & hypotheses with high quality,actionable inputs (stories & wireframes) for product development andproduct validation.


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[email protected]

@cowanSF

www.alexandercowan.com/venture-design

http://bit.ly/vdesignV

www.alexandercowan.com/learn

FINI

Venture Design V: Building the Right Product

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