The Product Mentor | Rapid Prototyping | Nis Frome

Nis Frome's talk on Rapid Prototyping given to The Product Mentor group.

Transcript

1. Rapid Prototyping Nis Frome
2. WHO AM I? Nis Frome Product & Content at Alpha UX http://nisfro.me // @nisfrome product content 2
3. HOW CAN WE LEARN WHAT USERS WANT? “If I had asked people what they wanted, they would have said faster horses.” Surveys are wholly inadequate. 3
4. WE CAN JUST USE AN MVP THEN, RIGHT? It depends what you mean by “MVP.” Layers of Communication Brand Reputation Expensive way to Learn 4
5. OH, SO THE GOAL IS LEARNING? The beauty of experiments. Semantics Nimble Low risk 5
6. WHY USE PROTOTYPES? DIY matters! They’re inexpensive. They communicate value to users. They’re conducive to generating feedback. Why product teams need to master rapid prototyping By Nis Frome http://blog.alpha-ux.co/why-product-teams- rapid-prototyping 6
7. WHAT’S THE CATCH? Basically, prototyping isn’t a silver bullet. There are other ways to experiment. There are other sources of learning. There are limitations to testing. Threats of A/B tests and UX research By Adam Plona https://medium.com/@adlon/threats-of-a-b-tests-and-ux- research-adoption-time-and-incrementalism-991c0c3c61b6 7
8. HOW DO WE GET STARTED? Step 1: Define how to measure perception of value Step 2: Lead your team into the unknown 8
9. HOW DO WE GET STARTED? Step 1: Define how to measure perception of value Step 2: Lead your team into the unknown Step 3: Be aware of your organization's risk threshold 9
10. HOW DO WE GET STARTED? Step 1: Define how to measure perception of value Step 2: Lead your team into the unknown Step 3: Be aware of your organization's risk threshold Step 4: Know your limitations 10
11. HOW DO WE GET STARTED? Step 1: Define how to measure perception of value Step 2: Lead your team into the unknown Step 3: Be aware of your organization's risk threshold Step 4: Know your limitations Step 5: Shatter them 11
12. IS IT REALLY THAT IMPORTANT TO BE GOOD AT THIS? Being bad at prototyping Being okay at prototyping 12
13. IS IT REALLY THAT IMPORTANT TO BE GOOD AT THIS? Being okay at prototyping Being great at prototyping 13
14. HOW DO WE TRAVERSE THIS LEARNING SPACE? I’m not telling you to plan, but having a playbook for ad hoc experiments could come in handy. 14
15. SO WHAT’S YOUR PLAYBOOK? 15
16. WHAT’S YOUR DESIGN PROCESS? It’s mostly the archer, but the bow still matters. Wireframes Designs Prototypes A guide to rapid prototyping tools By Michelle Chu http://blog.alpha-ux.co/rapid-prototyping-tools 16
17. HOW DOES THIS DIFFER FROM DESIGNING A PRODUCT? A more complete analysis of the differences. Focus on users instead of not stakeholders, Optimizing your design process for rapid prototyping By Michelle Chu Coming soon on Smashing Magazine which means don’t sweat the details. Instead, use modules to only test stimuli, and make sure to keep a clear path. 17
18. HOW DO YOU GENERATE USER FEEDBACK? Finding the right tool for the situation: Surveys Split tests Un-moderated The most effective research tools for gathering customer feedback By Linda Escobar http://www.mindtheproduct.com/2015/07/tools-for- customer-feedback/ 18
19. WHAT DOES AN INDIVIDUAL TEST LOOK LIKE? Step 1: Identify the insight you’re looking for (key question), metrics you need to support it (perception of value), pre- qualification questions (target user), and success criteria (strength of evidence) key question Could a healthcare payer develop a health portal and companion? perception of value willingness to pay, NPS, privacy concern target user 22-65, general population strength of evidence > 20% difference along with qualitative feedback 19
20. WHAT DOES AN INDIVIDUAL TEST LOOK LIKE? Step 1: Identify the insight you’re looking for (key question), metrics you need to support it (perception of value), pre- qualification questions (target user), and success criteria (strength of evidence) Step 2: Outline ad hoc experiment or match to a pre- defined test type 20
21. WHAT DOES AN INDIVIDUAL TEST LOOK LIKE? Step 1: Identify the insight you’re looking for (key question), metrics you need to support it (perception of value), pre- qualification questions (target user), and success criteria (strength of evidence) Step 2: Outline ad hoc experiment or match to a pre- defined test type Step 3: Prototype variants 21
22. WHAT DOES AN INDIVIDUAL TEST LOOK LIKE? Step 1: Identify the insight you’re looking for (key question), metrics you need to support it (perception of value), pre- qualification questions (target user), and success criteria (strength of evidence) Step 2: Outline ad hoc experiment or match to a pre- defined test type Step 3: Prototype variants Step 4: Run test and analyze cohort deltas 22
23. WHAT DOES A SERIES OF TESTS LOOK LIKE? 23
24. WHAT DOES A SERIES OF TESTS LOOK LIKE? 24
25. Case study of earlier healthcare example: How split testing validates new product concepts without code By Nis Frome https://uxmag.com/articles/how-split-testing-validates- new-product-concepts-without-code WHAT DOES A SERIES OF TESTS LOOK LIKE? 25
26. HOW DO YOU EVALUATE USER FEEDBACK? Get a grip on data science. Success criteria Substantiation through iteration How to determine when customer feedback is actionable By Michael Williams, Nis Frome, et al. http://boxesandarrows.com/how-to-determine-when- customer-feedback-is-actionable/ Risk & impact analysis 26
27. WHAT? THERE’S A THIRD DIMENSION? There’s a huge difference between turning around an experiment in one month versus in one week. 27
28. THIS ISN’T PROTOTYPING. IT’S RAPID PROTOTYPING. Speed gives you repetition. Repetition gives you why. Why gives you story. Story unlocks everything. 28
29. WHAT ARE SOME MISSTEPS AND SETBACKS? "This year, I invested in pumpkins. They've been going up the whole month of October and I got a feeling they're going to peak right around January. Then, bang! That's when I'll cash in.” And internal politics will always be a barrier… How to make your team love experimenting By Michael Bamberger http://thenextweb.com/insider/2015/10/16/how-to-make- your-team-love-experimenting/ 29
30. WHAT ARE SOME PRO TIPS? Honor code Designing for agile Pros & cons of napkin sketches 30
31. THANKS, AND NEXT STEPS Download my free ebook: What Product Managers Need to Know About Rapid Prototyping Info.alpha-ux.co/rapid-prototyping Nis Frome Product & Content at Alpha UX http://nisfro.me // @nisfrome 31