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Building Unstoppable Startups: Product Design as Your Competitive Edge

Building Unstoppable Startups: Product Design as Your Competitive Edge

Soham Mondal

June 12, 2023
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  1. Building Unstoppable
    Startups:


    Product Design as
    Your Competitive
    Edge
    By Soham Mondal from Triveous
    Presented at

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  2. 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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  3. 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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  4. 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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  5. 2018 2022
    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, WHO and Cutshort


    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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  6. Introduction
    Introduction to Product Design, UX Design and Design Thinking

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  7. 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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  8. 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.

    View full-size slide

  9. 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.

    View full-size slide

  10. 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.

    View full-size slide

  11. 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.

    View full-size slide

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

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

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  15. 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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  16. 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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  17. 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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  18. People install your app but don’t come
    back to it
    #acquisition #onboarding #product #business

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

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

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

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  22. Avoid Making
    Mistakes
    What mistakes most startups make?

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  23. Not Understanding The Problem


    It is important to understand the problem before jumping into solution mode
    01

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  24. 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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  25. 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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  26. 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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  27. 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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  28. Design Process
    How do we solve problems?

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  29. 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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  30. 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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  31. Life’s too short to build something nobody
    wants.
    Ash Maurya

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  32. 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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  33. 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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  34. 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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  35. People install your app but don’t come
    back to it
    #acquisition #onboarding #product #business

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  36. Agri-Tech App
    Understand

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

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  38. 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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  39. 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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  40. 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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  41. 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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  42. https://blog.prototypr.io/ux-design-101-asking-the-right-questions-planning-facilitating-user-interviews-a85751b33230

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  43. Specific Approaches

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  44. Personas and Jobs

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

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  46. https://www.triveous.com/product-transformation
    03


    Not Defining
    Users/Jobs-
    to-be-done/
    Needs
    01


    Not
    Understanding
    The Problem

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

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  49. 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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  50. 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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  51. 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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  52. 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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  53. Sketch or Wireframe

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

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  55. https://www.figma.com/best-practices/five-ways-to-improve-your-prototyping-workflow/
    08


    Delay
    Validation of
    Assumptions
    and Risks


    View full-size slide

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

    View full-size slide

  57. Agri-Tech App
    Prototype

    View full-size slide

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

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  59. 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

    View full-size slide

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

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  62. https://instabug.com/

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  63. https://instabug.com/

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

    View full-size slide

  65. 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

    View full-size slide

  66. 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

    View full-size slide

  67. 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

    View full-size slide

  68. Building Unstoppable
    Startups:


    Product Design as
    Your Competitive Edge
    01


    Introduction to Product Design


    Introduction to Product Design

    Product Design vs UX Design vs Design
    Thinking

    Design Process at Triveous
    02


    What can you do with it?


    Problems you can solve

    Common Mistakes you can avoid

    Agri-Tech Case Study
    03


    Design Process


    Understand

    Define

    Ideate

    Prototype

    Test
    Summary

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  69. Connect With


    Soham
    Email


    [email protected]

    https://triveous.com/


    Social


    https://www.linkedin.com/in/sohammondal/

    https://twitter.com/s0h4m
    Details
    The End

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