These are the slides from Noam Bernstein's workshop at Product of Things Conference in Tel Aviv on July 2018:
Who this workshop is for:
This 90 minute workshop is for those who want to understand the fundamentals of Customer Journey in the IoT domain, in order to develop products that mean much more to their users
After this workshop you will be able to:
- Understand how different media (machine to human, human to machine, community, app, voice gesture) effect UX
Analyse the trade off between adding interaction and adding automation and learn how to use it better
- Create an in-depth user experience that responds to the needs of the market, and is relevant to the user
What is covered:
- Customer Journey - going through all the steps on the customer's side while constantly asking what experience they expect to have
- What does the success of the user’s task mean to them, and how changing the process medium can change user experience
- How to prioritize opportunities while taking into account risk of market failure
In this workshop, Noam will share his insights and lessons learned from 16 years of experience in bringing a broad range of new products from need to market with some of the world’s biggest brands.
WordPress Websites for Engineers: Elevate Your Brand
Finding Market Pull for my Tech Push with Noam Bernstein
1. Workshop by Moriya KassisWorkshop by Noam Bernstein,
Director of Business Development
at
Finding Market Pull
for my Tech Push
2. Industrial Design Bezalel 2002
8 years active designer & design manager
>25 products launched in global markets
> millions units sold of products I designed
failed miserably with a few, too
MBA Strategy major IDC 2010
7 years guiding MBA strategy projects for Teva, Sandisk
Nekuda Design Management physical & digital Innovation
Global Consumer Electronics Samsung, Haier, PepsiCo
NOAM BERNSTEIN
4. “A technology push implies that a new invention is
pushed through Research and Development,
production and sales and enters onto
the market without proper consideration of
whether or not it satisfies a user need.
44
7. 7
A study conducted by Startup Genome concluded:
“Startups need 2-3 times longer to
validate their market than most
founders expect. This underestimation creates the pressure to scale
prematurely… In our dataset we found that 70% of startups scaled
prematurely along some dimension. While this
number seemed high, this may go a long way towards explaining the 90% failure rate of startups.”
https://a16z.com/2017/02/18/12-things-about-product-market-fit/
Did you know…
9. ““The term product/market fit
describes ‘the moment when a
startup finally finds a widespread
set of customers that resonate
with its product’.”
Eric Ries
9
11. 11
▰ Our brains are wired that way
▰ Taught & rewarded for solving (design, engineering)
▰ Not taught or rewarded for problems
▰ Our users are outside the lab, far away
▰ Need to develop to test
▰ Users don’t know what they want
13. Human
Cultural
Interview
Empathize but
stay detached
Observe implicit
hints & hidden
motivations
Marketing
Strategic
Identify & user
beliefs paradigms
See parts of the
puzzle, players &
power
Imagine a
different puzzle
Conceptual
logical
Know different
models & how
to apply them
Create new links
Create hypotheses &
how to validate
13
Problem Skill-set
16. ““When you are BPMF*, focus obsessively on
getting to product/market fit. Do whatever is
required to get to product/market fit. Including
changing out people, rewriting your product,
moving into a different market, telling customers no when you
don’t want to, telling customers yes when you don’t want to, raising that fourth round of highly
dilutive venture capital — whatever is required. When you get right down to it, you can ignore
almost everything else. I’m not suggesting that you do ignore everything else — just that judging
from what I’ve seen in successful startups, you can.
Marc Andreesen
*Before Product Market fit
16
18. Concept
Testing
Validate
VPs UX & features
with target users
P.O.C
Alpha
Test
Functional
features
Demo /
landing
Validate
Customer
acquisition &
pricing
Beta
Test
Test
Features
w UX
MVP
Launch
Validate
Market
User
Research
Validate user &
unmet needs
5-6 Hypotheses
Critical
Design
Review
Final
Design
Review
New way:
2-3 Hypotheses Valid
Focused
MVP
22. ““In general, hiring before you get
product/market fit slows you down, and hiring
after you get product market fit speeds you up.
Until you get product/market fit, you want to a)
live as long as possible and b) iterate as quickly
as possible.”
Sam Altman.
2222
https://a16z.com/2017/02/18/12-things-about-product-market-fit/
24. MVP
Launch
Validate
Market
Final
Release
A1 A2 A3
PMF before Agile
Concept
Testing
Validate
VPs UX & features
with target users
Demo /
landing
Validate
Customer
acquisition &
pricing
User
Research
Validate user &
unmet needs
5-6 Hypotheses
2-3 Hypotheses Valid
Focused
MVP
25. “Actually, making an insanely great product has
a lot to do with the process of making the
product, how you learn things and adopt new
ideas and throw out old ideas.
Steve jobs
2525
26. Concept
Testing
Validate
VPs UX & features
with target users
P.O.C
Alpha
Test
Functional
features
Demo /
landing
Validate
Customer
acquisition &
pricing
Beta
Test
Test
Features
w UX
MVP
Launch
Validate
Market
User
Research
Validate user &
unmet needs
5-6 Hypotheses
Critical
Design
Review
Final
Design
Review
New way:
2-3 Hypotheses Valid
Focused
MVP
36. avoid your own bias
Part#1: Who are they? demographics
Part#2: Their jobs, needs? psychographics
Part#3: Concept boards co-creation
Easy to answer
Build comfort
Hard to answer
Ask appropriately
39. Concept
Testing
Validate
VPs UX & features
with target users
P.O.C
Alpha
Test
Functional
features
Demo /
landing
Validate
Customer
acquisition &
pricing
Beta
Test
Test
Features
w UX
MVP
Launch
Validate
Market
User
Research
Validate user &
unmet needs
5-6 Hypotheses
Critical
Design
Review
Final
Design
Review
2-3 Hypotheses Valid
Focused
MVP