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Product Design as Your Competitive Edge By Soham Mondal from Triveous http://triveo.us/building_unstoppable_products Presented at

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Presentation Agenda Agenda Introduction Introduction to Product Design Product Design vs UX Design vs Design Thinking Design Process at Triveous 1 What can you do with it? Problems you can solve Common Mistakes you can avoid Agri-Tech Case Study 2 Design Process Understand Define Ideate Prototype Test 3

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I’m Soham Mondal Founding Partner, Triveous Lead Anchor Mentor, Google For Startups Soham is the Founding Partner at Triveous and brings over 14 years of experience in building and servicing products across sectors like finance, entertainment, education, healthcare among others. He is also a Lead Anchor Mentor at the “Google For Startups” accelerator program where he has mentored startups from across the world on their design and product strategy. https://www.linkedin.com/in/sohammondal/ https://twitter.com/s0h4m About Associations

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Triveous 2012 2016 2017 Khoslalabs Worked with Khoslalabs on a state-of-the-art micro ATM (any Kirana store owner can act as an ATM teller using their mobile phone) and POS solutions for the underbanked sections of India. EnParadigm and Google Worked with Enparadigm on multiple offline first apps in the insurance and education space. Worked with Google on multiple initiatives in the User Experience and Android Application space. About

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2018 2023 FREND, Novopay and IDEO FREND is a non profit backed by Google and Tata Trusts. Worked on designing and developing an offline first application to generate livelihood for over 80,000 women in 300,000 villages across India. Worked with IDEO on a design framework for new internet users. Google Research and WHO Worked with Novopay on multiple financial applications impacting millions of users across India. Worked on state of multiple state-of-the- art products in health, creator economy, recruitment and agri-tech. Worked with Google AI on an product used for clinical research Worked with WHO team members across 4 timezones on a dashboard for readiness intelligence and awareness.

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Introduction Introduction to Product Design, UX Design and Design Thinking

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Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.

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Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.

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Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.

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Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.

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Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.

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Product design is the process of identifying a market opportunity, clearly defining the problem, developing a proper solution for that problem and validating the solution with real users.

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https://medium.com/@jessielacey/ux-design-is-product-design-the-big-picture-approach-1b91733f51f3

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Z http://www.theagileelephant.com/what-is-design-thinking/

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Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process

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Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous Solution Domain Process

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What can you do with it? What can you solve with the design process? What are the problems that you can avoid if you follow the design process?

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People install your app but don’t come back to it #acquisition #onboarding #product #business

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Users don’t transact on critical flows in your product #product #business #engagement #retention #gmv

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How do I prioritise stories on my roadmap? #process #product #business #marketing #tech #operations

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Which part of the world should I expand to next? #product #business #strategy

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Avoid Making Mistakes What mistakes most startups make?

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Not Understanding The Problem It is important to understand the problem before jumping into solution mode 01

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Not Talking to Users or having a Proper Feedback Cycle Not talking to users quickly enough, early enough or frequently enough 04 Not Defining Users/Jobs-to-be-done/Needs Not defining the opportunity, users and their needs/jobs 03 Not Understanding Stakeholders/Market/Ecosystem Have a limited understanding of the market, ecosystem and the various stakeholder 02

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Analysis: Not analysing data properly Analyse data to create artifacts that assist in the direction of the startup/product 06 Measurement: Too little or too much Not measuring at all or measuring too little or too much. 05

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Not Defining Assumptions and Risks Important to discover, define and share assumptions and risks early in the startup journey. 07 Delay Validation of Assumptions and Risks Validate these Assumptions and Risks as easily and quickly as possible 08

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Typical Mistakes Startups Make 04 Not Talking to Users/Proper Feedback Cycle 08 Delay Validation of Assumptions and Risks 05 Measurement: Too little or too much 01 Not Understanding The Problem 07 Not Defining Assumptions and Risks 02 Not Understanding Stakeholders/ Market/ Ecosystem 03 Not Defining Users/Jobs- to-be-done/ Needs 06 Analysis: Not analysing data properly

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Design Process How do we solve problems?

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Understand Various ways of understanding the market, ecosystem, stakeholders or the product 02 Not Understanding Stakeholders/ Market/ Ecosystem 03 Not Defining Users/Jobs- to-be-done/ Needs 04 Not Talking to Users/Proper Feedback Cycle 01 Not Understanding The Problem

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Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process

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Life’s too short to build something nobody wants. Ash Maurya

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Why Product Research? - Conducting market and user research enables you to understand what your users actually need and how the market is like - Good research informs your product, and the fact that it comes early in the design process will save you a lot of resources(time and money) down the road - Plus, with solid research, selling your ideas to stakeholders will be a lot easier. DETAILS 07 Not Defining Assumptions and Risks 08 Delay Validation of Assumptions and Risks 02 Not Understanding Stakeholders/ Market/ Ecosystem 01 Not Understanding The Problem Understand

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Product Research Techniques Market Research - What Is the market? - Who are your competitors? - Who are the important stakeholders? 01. Qualitative Research - What do users need? - What are their goals and aspirations? - What are the challenges users face? 02. Quantitative Research - How to confirm or reject certain hypotheses? - Statistical analysis of data 03. Understand

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https://pdmethods.com/user-research/the-difference-between-qualitative-research-and-quantitative-research/ 02 Not Understanding Stakeholders/ Market/ Ecosystem 03 Not Defining Users/Jobs- to-be-done/ Needs 04 Not Talking to Users/Proper Feedback Cycle 01 Not Understanding The Problem

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People install your app but don’t come back to it #acquisition #onboarding #product #business

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Agri-Tech App Understand

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https://www.triveous.com/product-transformation

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Problems With This Onboarding Approach Onboarding Problems Value proposition: An app’s purpose isn’t always readily apparent. Activation: Primary goal of onboarding Before they achieve action, users are - Trying out the product - Understanding the value proposition, features - Determining if it is a good fit for them Activation is the point at which users "get your product and its value proposition" Complexity: Users will abandon the signup flow if it becomes overwhelming. Assistance: Asking for help isn’t always easy. Language: Is this app or its content relevant to me Understand

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Know Know about the product, features 01 Do Perform an action in the product 02 Feel Feel happy, confident, connected 03 Believe Believe the product is relevant to me 04 Activation or a Revelation Activation is when people get the value proposition of your app - Understanding value proposition - Relevance to the user Activation Steps Understand

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Define How do you synthesise insights from research data? 05 Measurement: Too little or too much 06 Analysis: Not analysing data properly 01 Not Understanding The Problem

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Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process

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https://blog.prototypr.io/ux-design-101-asking-the-right-questions-planning-facilitating-user-interviews-a85751b33230

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Specific Approaches

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Personas and Jobs

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People install your app but don’t come back to it #acquisition #onboarding #product #business

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https://www.triveous.com/product-transformation 03 Not Defining Users/Jobs- to-be-done/ Needs 01 Not Understanding The Problem

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Jobs-to-be-Done Theory provides a framework for defining, categorising, capturing, and organising all your customers’ needs. JOBS TO BE DONE FRAMEWORK

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https://jobs-to-be-done-book.com/

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https://jobs-to-be-done-book.com/ 07 Not Defining Assumptions and Risks 02 Not Understanding Stakeholders/ Market/ Ecosystem 03 Not Defining Users/Jobs- to-be-done/ Needs 01 Not Understanding The Problem

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Ideate and Prototype The solution part of Product Design 02 Not Understanding Stakeholders/ Market/ Ecosystem 01 Not Understanding The Problem 03 Not Defining Users/Jobs- to-be-done/ Needs 05 Measurement: Too little or too much 08 Delay Validation of Assumptions and Risks

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Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous Solution Domain Process

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Sketching/Sketchstorming Use rough sketches/diagrams to express ideas/potential solutions and explore the design space. Scamper Question problems through action verbs (“Substitute”, “Combine”, “Adapt”, “Modify”, “Put to another use”, “Eliminate”, “Reverse”) to produce solutions. Crowdstorming Target audiences generate and validate ideas through feedback (e.g., social media) to provide valuable solution insights. Crazy 8s Force people to come up with 8 ideas in 8 mins Mindmapping Use this graphical technique to connect ideas to problems’ major and minor qualities. Brainstorming Build good ideas from each other’s wild ideas, can be done individually or in groups

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Sketch or Wireframe

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Prototyping

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https://www.xfive.co/blog/figma-reconstruct-website/

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People install your app but don’t come back to it #acquisition #onboarding #product #business

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Agri-Tech App Prototype

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https://triveous.com/product-transformation Better Approach Prototype

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Testing/Validation How to test your designs? 04 Not Talking to Users/Proper Feedback Cycle 08 Delay Validation of Assumptions and Risks 05 Measurement: Too little or too much

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Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous Solution Domain Process

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Usability Testing https://blinkux.com/ideas/mobile-application-usability-testing

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https://instabug.com/

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https://instabug.com/

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https://pdmethods.com/user-research/the-difference-between-qualitative-research-and-quantitative-research/

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Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process

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Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous Solution Domain Process

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Typical Mistakes Startups Make 04 Not Talking to Users/Proper Feedback Cycle 08 Delay Validation of Assumptions and Risks 05 Measurement: Too little or too much 01 Not Understanding The Problem 07 Not Defining Assumptions and Risks 02 Not Understanding Stakeholders/ Market/ Ecosystem 03 Not Defining Users/Jobs- to-be-done/ Needs 06 Analysis: Not analysing data properly

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Connect With Soham Email soham@triveous.com https://triveous.com/ Social https://www.linkedin.com/in/sohammondal/ https://twitter.com/s0h4m Details The End