PRODUCT DEVELOPMENT

WORKSHOPAsma Karoobi

MINIMUM VIABLE PRODUCT

The first step is figuring out the problem that needs to be solved

and then developing a minimum viable product (MVP)

In product development, the minimum viable product (MVP) is

the product with the highest return on investment versus risk.

MINIMUM VIABLE PRODUCT

A minimum viable product has just those core features that allow

the product to be deployed, and no more.

The product is typically deployed to a subset of possible customers,

such as early adopters that are thought to be more forgiving, more

likely to give feedback, and able to grasp a product vision from an

early prototype or marketing information.

MINIMUM VIABLE PRODUCT

It is a strategy targeted at avoiding building products that

customers do not want, that seeks to maximize the information

learned about the customer per dollar spent.

An MVP is not a minimal product, it is a strategy and process

directed toward making and selling a product to customers. It is an

iterative process of idea generation, prototyping, presentation, data

collection, analysis and learning.

TECHNOLOGY ADOPTION LIFECYCLE Innovators – had larger farms, were more educated, more prosperous and

more risk-oriented

Early adopters – younger, more educated, tended to be community

leaders, less prosperous

Early majority – more conservative but open to new ideas, active in

community and influence to neighbors

late majority – older, less educated, fairly conservative and less socially

active

laggards – very conservative, had small farms and capital, oldest and

least educated

wikipedia

TECHNOLOGY ADOPTION LIFECYCLE

INNOVATORS AND THE EARLY ADOPTERS

The innovators and the early adopters should be the main

target for the majority of the people , because they

eventually are the sneezers of the group, they are the people

in fact who look at your work and spread it to the early and

late majority

MARKET SEGMENTATION

Market segmentation pertains to the division of a market of

consumers into persons with similar needs and wants.

Market segmentation allows for a better allocation of a firm's finite

resources. A firm only possesses a certain amount of resources

wikipedia

GEOGRAPHIC SEGMENTATION

Marketers can segment according to geographic criteria—nations,

states, regions, countries, cities, neighborhoods, or postal codes

Geographic Segmentation is important and may be considered the

first step to international marketing, followed by demographic and

psychographic segmentation.

DEMOGRAPHIC SEGMENTATION

Segmentation according to demography is based on variables such

as age, gender, occupation and education level or according to

perceived benefits which a product/service may provide.

BEHAVIORAL SEGMENTATION

Behavioral segmentation divides consumers into groups according

to their knowledge of, attitude towards, usage rate, response,

loyalty status, and readiness stage to a product.

PSYCHOGRAPHIC SEGMENTATION Psychographic segmentation, which is sometimes called Lifestyle. This is

measured by studying the activities, interests, and opinions (AIOs) of

customers.

It considers how people spend their leisure, and which external

influences they are most responsive to and influenced by.

Psychographic is highly important to segmentation, because it identifies

the personal activities and targeted lifestyle the target subject endures,

or the image they are attempting to project.

PERSONA

Persona is an unreal character that is represented a group of users

and consumer’s needs. Actually instead of talking about each one

of the users during the design we can rely on persona.

It is really important to remember that conducting research before

writing persona is necessary, unless it is just about the opinion of

writer.

PERSONA

We can bring persona to life by adding some information like name,

face, job title and some social attributes.

These items do not have significant impact on the product design

but help designer to feel they are real and vivid.

PERSONA IS THAT PERSONA EXPRESS BEHAVIOR PATTERN NOT SET OF SKILLS AND TASKS ABOUT

USERS.

Persona describes the way that user does something and why act in a particular way beside their skills, they routine tasks, attitudes and environment, etc.

HOW TO CREATE PERSONA

Persona will create based on research. One-on-one interview with

various types of people can demonstrate the behavior pattern of

users; this pattern clears after almost 30 interviews.

We consider one persona for each category and prepare

“foundation” document for each persona as a storehouse for

information about that persona.

THIS ONE REPRESENTS THE GROUPS OF PEOPLE WHO THE

PRODUCT DOESN’T DESIGN FOR THEM.

Anti-Persona

BENEFIT OF CREATING PERSONA Users' goals and needs become a common point of focus for the team.

The team can concentrate on designing for a manageable set of personas knowing that

they represent the needs of many users.

They are relatively quick to develop and replace the need to canvass the whole user

community and spend months gathering user requirements.

They help avoid the trap of building what users ask for rather than what they will actually

use .

Design efforts can be prioritized based on the personas.

Disagreements over design decisions can be sorted out by referring back to the personas.

NEED – WANT - DEMAND

Definition

“WHAT IS THE SMALLEST OR LEAST COMPLICATED PROBLEM THAT THE

CUSTOMER WILL PAY US TO SOLVE?”

DEMANDS!

DEFINE A PROBLEM

Finding an idea for your project requires you to identify the needs of

yourself, another person, or a group of people.

The act of looking at the world around you to identify these needs

is called need finding.

FIVE WHYS

5 Whys is an iterative question-asking technique used to explore

the cause-and-effect relationships underlying a particular problem.

The primary goal of the technique is to determine the root cause of

a defect or problem by repeating the question "Why?"

Each question forms the basis of the next question.

POWERFUL QUESTIONS

What seems to be the trouble?”

What concerns you the most about _________?”

What is holding you back from _________?”

What seems to be your main obstacle to _________?”

NEED FINDING- BRAINSTORMING USER NEEDS This part focuses in on using the notes/findings from the previous

step, to brainstorm a list of specific user needs; opportunities for

design innovation that would enable better support to an activity.

We were encouraged to list as many ideas as possible and to include

as many relevant people as possible to help. All ideas are good ones

and the aim was to generate at least 15 plus. At this stage, we were

not looking for solutions yet just user needs and goals

NEED FINDING: OBSERVE HOW PEOPLE DO THINGS

By watching people we tend to learn their goals and values and

come up with design insight which uncovers user needs,

breakdowns, clever hacks and opportunities for improvement. This

is how entrepreneurs go about finding new opportunities and

business ideas.

For User Experience designers, you want to observe people

performing a particular tasks in the actual environment.

DEFINE A PROBLEM

Once you have found an idea for your project, describe the problem

by writing a problem statement. Your problem statement must

answer three questions:

What is the problem or need?

Who has the problem or need?

Why is it important to solve?

DEFINE A PROBLEM

The format for writing a problem statement uses your answers to

the questions and follows these guidelines:

Who need(s) what because why.

_____ need(s) _________ because ________.

Before moving forward with an idea for your engineering project, be

sure to evaluate your problem.

FOCUS GROUP

In usability engineering, a focus group is a survey method to collect the

views of users on software or a website.

This marketing method can be applied to computer products to better

understand the motivations of users and their perception of the product.

Unlike other methods of ergonomics, focus group implies several

participants: users or future users of the application.

The focus group can only collect subjective data, not objective data on the

use of the application as the usability test for example

FOCUS GROUP

The analysis of focus group data presents both challenges and

opportunities when compared to other types of qualitative data.

There is a danger that a consensus can be assumed when not

every person has spoken: the researcher will need to consider

carefully whether the people who have not expressed a view can be

assumed to agree with the majority, or whether they may simply be

unwilling to voice their disagreement.

مصاحبهاز مردم بپرسید چه چیزی برای آنها مهم است، و چه چیزی از آن مهمتر •

است، چرا؟

از آنها بپرسید چرا این کار را اینطور انجام می دهند؟•

از آنها بپرسید چه درکی از یک موضوع دارند، حتی اگر مطمئن هستید که •جواب را می دانید بازهم بپرسید.

سئوالی هدایتگر نپرسید•

پس از طرح سئوال به آنها فرصت دهید تا در مفاهیم، ادراکات و تجربیات •خود به دنبال جواب بگردند.

سئواالت انتها باز بپرسید•

درصورتیکه از مصاحبه شونده اجازه گرفته اید، جلسه را ضبط کنید.•

QUESTIONS: GOOD AND BAD Don’t ask:

Hypothetical scenarios

How often they do something. You’d

get biased answers.

Leading questions

Ask Yes/No questions

Rating on absolute scale

Do:

Ask open ended questions

Ask concrete question. Like, how

many times you did activity last

week.

Listen. Give some time to the

participants to tell the real story.

SCENARIO

In the world of user experience design a scenario is basically a

story about someone (usually your users) using whatever is being

designed to carry out a specific task or goal. how Sarah buys a

airplane ticket on a website for her journey home (goals and

context are important).

Scenarios can be very detailed, all the way to very high level but

should at least outline the ‘who’, ‘what’, ‘when’, ‘where’, ‘why’, and

‘how’ of the usage.

SCENARIO

1. What the user does. Remember to focus on what happens, not necessarily how it

happens. For example, Sarah wants to buy an airplane ticket for her journey.

2. Any comments or information that you feel is important at this step. For example,

you might want to make a note that might be a charter ticket will be available.

3. Any questions or assumptions that arise are this step that you’ll want to resolve.

For example, will she need a hotel at this journey.

4. Any ideas or good suggestions that people have. For example, it would be good

to give an advise paper about best restaurant at that city.

MAKE SOMETHING USEFUL

User scenarios are a very handy tool when designing user

interfaces. It is not only important to ‘get to know’ the actual users,

but to understand the goals these users have.

Only when we know who does what on our website, how and why

they do it, we can define design requirements concrete enough to

actually meet them. So we need to narrow down the often broad

content we offer on our website, to specific goals our users have

and summarize them in user scenarios

BENCHMARKING

Benchmarking is the process of comparing one's business

processes and performance metrics to industry bests or best

practices from other companies

ROBERT CAMP: THE 12 STAGE METHODOLOGY1. Select subject

2. Define the process

3. Identify potential partners

4. Identify data sources

5. Collect data and select partners

6. Determine the gap

7. Establish process differences

8. Target future performance

9. Communicate

10. Adjust goal

11. Implement

12. Review and recalibrate

SWOT

1. Strengths: characteristics of the business or project that give it

an advantage over others.

2. Weaknesses: characteristics that place the business or project at

a disadvantage relative to others.

3. Opportunities: elements that the project could exploit to its

advantage.

4. Threats: elements in the environment that could cause trouble

for the business or project.

YOUR TURN ! The End! DAY1