Human-Centered Design for Startups (english) #GoogleLaunchpad #StartupWiseGuys

Human-Centered Design for Startups (english) #GoogleLaunchpad #StartupWiseGuys

The majority of startups and projects fails. Ignoring the users is one of the top reasons for it. Which leads to offerings that do not serve an actual need or provide a bad user experience – at best.

This talk sheds a light on human-centered design and methods to apply that mindset to solve real peoples' problems in meaningful ways.

#HumanCenteredDesign, #HCD, #UserCenteredDesign, #UCD, #DesignThinking, #DesignSprint, #JobsToBeDone, #JTBD, #UserExperience, #UX, #MinimumViableProduct, #MVP

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Benno Loewenberg

December 13, 2019
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Transcript

  1. GOOGLE LAUNCHPAD, VILNIUS DECEMBER 13. 2019 @BENNOLOEWENBERG   HUMAN-CENTERED DESIGN 

      FOR STARTUPS 
  2. Graphics: freepik (modified) what is the relation of medicine &

    soft drinks ?
  3. Photo: ColaLife piggybacking a delivery system to reach remote patients

  4. Graphics: freepik what is the relation of books & laundromats

    ?
  5. Photo: Annabelle Timsit turning boring waiting time into engaging reading

    classes
  6. Photo: @BennoLoewenberg   HUMAN-CENTERED DESIGN 

  7. Design Sprint Graphic: Francesca Simonds (modified)

  8. Photo: @BennoLoewenberg Graphic: Francesca Simonds (modified) Mindset

  9. Photo: @BennoLoewenberg turning trash into service

  10. Photo: @BennoLoewenberg Graphic: Francesca Simonds (modified) Mindset Application

  11. Photo: Ana Domp Where is the emergency room  ? (»Urgencias«)

  12. Photo: @BennoLoewenberg Taking care of crucial details helps improving the

    experience
  13.   USER PERSPECTIVE  Source: Seth Godin 1. What is this ?

    2. Do I trust you ? 3. What are you offering me ? and if it passed the ›moment of truth‹ positively: 4. How do I get it ?
  14. Graphic: @BennoLoewenberg OFFERING CONTEXT USER SOLUTION UX Value & interactions

    Context & Focus
  15. Source: Sam Weller Bloated feature sets render things unusable

  16. Source: CultOfMac Refocus on basic needs & actual usage context

  17.   »TO TEST IF YOUR PRODUCT IS NEEDED,    STUDY

    THE JOB THAT IT DOES«  Source: Des Traynor
  18.   VAGUE ASSUMPTIONS  “I’ve experienced this problem, so others must

    also” “We’ve already got funding, so it must be a good idea” “We’re almost ready to launch so it’s a bit late to go back  to research” Source: Dyhana Scarano
  19.   POSSIBLE QUESTIONS  ¿ What is the overall goal related to

    a certain problem   a person is trying to achieve ? ¿ Is that problem worth solving ? ¿ How do people solve this problem today ? ¿ How might we solve this problem for the user   and how much of the overall goal ? Source: Tony Ulwick
  20. Graphic Henrik Kniberg

  21. Source: Laurence McCahill just functional (MVP misunderstood) perceived as valuable,

    therefore viable
  22.   »TO DESIGN SIMPLY    YOU NEED TO UNDERSTAND DEEPLY« 

    Source: unknown
  23. Photo: @BennoLoewenberg Graphic: Francesca Simonds (modified) Mindset Application Process Design

    Thinking Design Sprint
  24. UNDERSTAND IDEATE DEFINE PROTOTYPE VALIDATE Graphic: @BennoLoewenberg Design Thinking/Sprint: Structured

    Method
  25. Source: Design Singapore Council – Design for Ageing Gracefully

  26.   OBSERVE, IDEATE & TEST  Photo: @BennoLoewenberg (prototyping an elevator

    cabin)
  27.   OBSERVE, IDEATE & TEST  Photo: @BennoLoewenberg

  28. Gain Creators Describe how your products and services create customer

    gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings? Do they… Create savings that make your customer happy? (e.g. in terms of time, money and effort, …) Produce outcomes your customer expects or that go beyond their expectations? (e.g. better quality level, more of something, less of something, …) Pain Relievers Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …) Make your customer’s job or life easier? (e.g. flatter learning curve, usability, accessibility, more services, lower cost of ownership, …) Create positive social consequences that your customer desires? (e.g. makes them look good, produces an increase in power, status, …) Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …) Fulfill something customers are dreaming about? (e.g. help big achievements, produce big reliefs, …) Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …) Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs. Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done? Do they… Produce savings? (e.g. in terms of time, money, or efforts, …) Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …) Fix underperforming solutions? (e.g. new features, better performance, better quality, …) Put an end to difficulties and challenges your customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …) Wipe out negative social consequences your customers encounter or fear? (e.g. loss of face, power, trust, or status, …) Eliminate risks your customers fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …) Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …) Get rid of barriers that are keeping your customer from adopting solutions? (e.g. lower or no upfront investment costs, flatter learning curve, less resistance to change, …) Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light? For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done? Products & Services List all the products and services your value proposition is built around. Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs? Which ancillary products and services help your customer perform the roles of: Buyer (e.g. products and services that help customers compare offers, decide, buy, take delivery of a product or service, …) Co-creator (e.g. products and services that help customers co-design solutions, otherwise contribute value to the solution, …) Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …) Products and services may either by tangible (e.g. manufac- tured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services). Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer? Gains Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings. Which savings would make your customer happy? (e.g. in terms of time, money and effort, …) What outcomes does your customer expect and what would go beyond his/her expectations? (e.g. quality level, more of something, less of something, …) How do current solutions delight your customer? (e.g. specific features, performance, quality, …) Pains Customer Job(s) Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done. What does your customer find too costly? (e.g. takes a lot of time, costs too much money, requires substantial efforts, …) What makes your customer feel bad? (e.g. frustrations, annoyances, things that give them a headache, …) How are current solutions underperforming for your customer? (e.g. lack of features, performance, malfunctioning, …) What are the main difficulties and challenges your customer encounters? (e.g. understanding how things work, difficulties getting things done, resistance, …) What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …) What risks does your customer fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) What’s keeping your customer awake at night? (e.g. big issues, concerns, worries, …) What common mistakes does your customer make? (e.g. usage mistakes, …) What barriers are keeping your customer from adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …) Rank each pain according to the intensity it represents for your customer. Is it very intense or is it very light.? For each pain indicate how often it occurs. Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy. What functional jobs are you helping your customer get done? (e.g. perform or complete a specific task, solve a specific problem, …) What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status, …) What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …) What basic needs are you helping your customer satisfy? (e.g. communication, sex, …) Besides trying to get a core job done, your customer performs ancillary jobs in different roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status, …) Co-creator (e.g. esthetics, feel good, security, …) Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …) Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs. Outline in which specific context a job is done, because that may impose constraints or limitations. (e.g. while driving, outside, …) What would make your customer’s job or life easier? (e.g. flatter learning curve, more services, lower cost of ownership, …) What positive social consequences does your customer desire? (e.g. makes them look good, increase in power, status, …) What are customers looking for? (e.g. good design, guarantees, specific or more features, …) What do customers dream about? (e.g. big achievements, big reliefs, …) How does your customer measure success and failure? (e.g. performance, cost, …) What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs. strategyzer.com The Value Proposition Canvas Value Proposition Customer Segment The makers of Business Model Generation and Strategyzer Copyright Business Model Foundry AG Produced by: www.stattys.com Source: Stategyzer – Value Proposition Canvas
  29. Customer Exploration Map Who is our customer / user /

    stakeholder ? What are his likes and dislikes ? Jobs to be done & challenges Functional / social / emotional / supporting needs in a specific situation e.g. I need fast transport / good reputation / security / help to… Existing solutions THIS WOULD BE GAME CHANGING! What we don’t know Be specific: for a person - age, origin, job, interests
 for a company - size, industry, purpose Quotes, that could be typical for this person by Business Model Toolbox - www.bmtoolbox.net Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License Assumptions, black spots Why / when is something a challenge / a good experience….? Any kind of solution that could help to fulfill the needs Empathize with your customer / user / stakeholder What would be the perfect solution, situation or experience? Related to the general character of the person / stakeholder Source: Business Model Toolbox – Customer Exploration Map
  30. Die Kundenreise Persona, Musterpersönlichkeit Dienstleistungsbezeichnung Manipulierbare Informationen Glaubwürdige Informationen Dienstleistungsanbieter

    Designer / Datum Pre-Service Period Vor der Dienstleistung Service Period Während der Dienstleistung Post-Service Period Nach der Dienstleistung WERBUNG / ÖFFENTLICHKEITSARBEIT Wie lautet das/die Nutzenversprechen des Anbieters und auf welche Art und Weise wird es kommuniziert? SOCIAL MEDIA Welche relevanten Informationen können Personen vor der Erstellung der Dienstleitung(en) in Social Media Kanälen finden? MUNDPROPAGANDA Was sagen Bekannte, Freunde und die Familie über den Anbieter und seine Dienstleistung(en)? GESAMMELTE ERFAHRUNGEN Welche Erfahrungen haben Personen bereits mit gleichen bzw. ähnlichen Dienstleistungen oder Anbietern gemacht? KUNDENERWARTUNGEN Was sind die möglichen Erwartungen and die Dienstleistung und den Anbieter? KUNDENERLEBNISSE Welche individuellen Erlebnisse haben die Kunden während der Erstellung der Dienstleistung bei den einzelnen Schritten der Dienstleistungserstellung und mit dem Anbieter selbst? KUNDENZUFRIEDENHEIT/-UNZUFRIEDENHEIT Wie bewerten die Kunden die Dienstleistung und den Anbieter anhand dem Vergleich von Kundenerwartung zu erlebter Dienstleistungsrealität? MUNDPROPAGANDA Was sagen Kunden ihren Bekannten, Freunden und der Familie über den Anbieter und seine Dienstleistung(en)? SOCIAL MEDIA Was kommunizieren Kunden über den Anbieter und seine Dienstleistung(en) über Social Media Kanäle? KUNDENBEZIEHUNGSMANAGEMENT Wie betreut der Anbieter seine Kunden nach der Erstellung der Dienstleistung(en)? DIENSTLEISTUNGSPROZESS Auf welche Berührungspunkte treffen die Kunden im Erstellungsprozess der Dienstleistung(en)? Gibt es dabei spezielle Augenblicke oder Vorfälle welche als besonders gut oder besonders schlecht erlebt werden? Concept and design: Marc Stickdorn & Jakob Schneider — inspired by the Business Model Canvas — www.thisisservicedesignthinking.com Übersetzung: Mario Sepp — This work is licensed under the Creative Commons Attribution-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creativce Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Source: This is Service Design Thinking – Customer Journey Canvas
  31. Photo: @BennoLoewenberg   NO GUESSWORK ! 

  32.   THE USER PERSPECTIVE COUNTS  “Talk to your users –

    build and test for actual users and for real context of use” ( friends and family are not your users ) @BennoLoewenberg
  33. Source: Huggies

  34.   DON’T LOVE THE SOLUTION  “Success is not delivering a

    feature;  success is learning how to solve the customers problem” “Don’t [try to] find customers for your product,  find a product for your customers.” Sources: Mark Cook & Seth Godin
  35. Photo: @BennoLoewenberg Negligible detail ?

  36.   DETAILS MAKE OR BREAK IT  “The details are not

    the details. They make the design.” “Good design makes a product understandable and is thorough down to the last detail” Source: Charles Eames & Dieter Rams
  37. Photo: @BennoLoewenberg slippery when wet (or soapy)

  38.   EDGE CASES ARE THE NORM  “Real users often struggle

    with ‘simple’ details; your solution must cover those scenarios or it will fail for them most of the time” @BennoLoewenberg
  39. Photo: @BennoLoewenberg Design primes user expectations on how things work

  40.   »TAKE CARE OF THE UNINTENDED    SIDE EFFECTS OF

    YOUR DESIGN«  @BennoLoewenberg
  41. Photo: @BennoLoewenberg Useful details at the right spot are valuable

    service
  42.   »KNOW YOUR USERS TO BE ABLE     TO

    DELIVER ACTUAL VALUE«  @BennoLoewenberg
  43.   @BENNOLOEWENBERG   LINKEDIN  / TWITTER