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UX
FOR STARTUPS
FIND YOUR CREW
CONQUER THE HIGH SEAS                   UX
                        NASSCOM Product Conclave

                                         FOR STARTUPS
Setting expectations


 • This workshop is not for Experts

 • It is for startup founders, engineers, product
   managers, marketing, or folks of large companies looking to
   improve UX

 • The 3 things we will focus on
    – Find the right design talent
    – Set up a design culture, process, and UX strategy
    – Work with designers in a group to create a conceptual design




                                                                     UX
                                                                     FOR STARTUPS
INDEX


•   Great experience = great brand
•   Make the right investment in design
•   Design thinking starts with design culture
•   Understand the context
•   Creating the concept




                                                 UX
                                                 FOR STARTUPS
Customary Apple Quote!


 ―People think it's this veneer — that the designers
 are handed this box and told, 'Make it look good!'
 That's not what we think design is. It's not just
 what it looks like and feels like. Design is how it
 works‖

 - Steve Jobs




                                                   UX
                                                   FOR STARTUPS
Great experience = great brand


   Business models                                             Cloud, Web
   Profit Margins                                              SaaS, Mobile
   Lifetime value                                              Deployment
   Supply Chain         Business                Technology
                         Viability               Feasibility




         Branding
                                      Design
         User Advocacy
         User Experience             Desirability
         Design Innovation



               Design is layered just like
               tech/business                                                  UX
                                                                              FOR STARTUPS
What do these startups have in common?




                                         UX
                                         FOR STARTUPS
Each of these startups have designers as co-
founders

 For a long time, a pair of co-founders consisted of an executive
 and an engineer. It worked for Facebook, Microsoft, and Apple.

 Design is becoming more and more prevalent in new startups –
 Square, Path, Airbnb, and more are pushing the envelope.




                                                    http://startupsthisishowdesignworks.com/




                                                                              UX
                                                                               FOR STARTUPS
Great products speak for themselves – Friction Buster




                                                        UX
                                                        FOR STARTUPS
Great products speak for themselves – Have Fun!




                                                  UX
                                                  FOR STARTUPS
Great products speak for themselves – Connect with
Emotions
Try quitting out of facebook!




                                                     UX
                                                     FOR STARTUPS
INDEX


•   Great experience = great brand
•   Make the right investment in design
•   Design thinking starts with design culture
•   Understand the context
•   Creating the concept




                                                 UX
                                                 FOR STARTUPS
Key Challenges in Hiring Design Talent


 • Not enough designers in India

 • Skills in digital, mobile and web are limited

 • Visual design, Interaction design, front-end design and user
   research are highly specialized fields

 • Don’t chase unicorns




                                                                  UX
                                                                  FOR STARTUPS
Design Talent Acquisition Funnel



      1                2               3                4               5


     Job Description       Marketing       Resume           Portfolio    Design Test




                                                    Along with an interview

           Alternate channels
            such as referrals




                                                                                       UX
                                                                                       FOR STARTUPS
1. A Distinctive Job Description

  Airbnb is revolutionizing the way the world travels. Tagged by Time Magazine as the "eBay of Space", Airbnb is a
  profitable, fast-growing, online marketplace giving everyday people the ability to monetize their most valuable asset: an extra
  bedroom, vacation rental, airbed, castle, boat, tree house or trailer. With a presence in over 9000 cities in 160 countries Airbnb
  is backed by Sequoia Capital and Greylock and is one of their most exciting start-ups.

  Airbnb's interaction designers make the complex simple and know the details aren't the details, they are the product. Do you
  love to choreograph the dance of getting users from A to B? Are your instincts in touch with a higher power known as 'usability'?
  Well then you get that the best interactions aren't even noticed by a user because the design gets out of their way. We seek
  someone who loves getting in the weeds to smooth out exisiting interactions and invent new ones. The       future of our
  mom's being able to use Airbnb will depend on your work.
  Online portfolio required to apply.

  RESPONSIBILITIES
  Work collaboratively within the product team to map user flows, paper prototype interactions, and oversee the building process
  Concept interactions across mediums: web, mobile and email
  Rapid prototype in Fireworks or other tool of choice
  Present at weekly team meetings

  REQUIREMENTS
  Excellent communication skills
  Excellent information visualization skills
  Lo-fi & hi-fi prototyping skills
  Working knowledge of Adobe CS
  You've unpackaged at least one Apple product
  BFA/MFA or equivalent industry experience

  BONUS SKILLS
  Experience designing for mobile devices
  Your favorite color is in Pantone
  Moleskine is your middle name                                                                                                        UX
                                                                                                                                       FOR STARTUPS
2. Marketing


   Email Groups                                     Events
   HCIIDC – Design India Yahoo! Group               USID, World Usability Day, HCI
   IxDA – Interaction Design Association            Conferences, dCamps

   Professional Networks                            Design Portfolio Sites
   LinkedIn, Zerply, Facebook, Twitter, Glassdoor   Coroflot, Dribble, Behance, Flickr

   Design School Alumni Associations                Job Sites
   National Institute of Design                     SimplyHired, Monster, Naukri, Olx, Shine,
   Industrial Design Center, IITB                   Hasgeek
   Department of Design, IITG
   Design Programme, IITK



  •   Don’t just look for low cost freelancers for core product work. 99designs is good
      for logos and banners, but much less for product UX work

  •   UX talent is everywhere. Don’t jump to conclusions about designers.


                                                                                           UX
                                                                                            FOR STARTUPS
Evaluation Parameters


                     Basic Hygiene
        Resume       Overall Fit

                     Ecosystem Thinking
        Portfolio    Iterative Design
                     Visual Thinking

                     Execution v/s Time
       Design Test   Team Dynamics




                                          UX
                                          FOR STARTUPS
3. Resume
   Top five things to look for in any designer resume




                                                             Total years of
                                                        experience v/s number
                                                         of products launched

   Experience working
   with developers and
      product folks?
                                                         Did designs become
                                                         real products or are
                                                         they only concepts?

     Design tools and
   fundamental design
     thinking are both                                    Skills and thought
         important                                       process matter more
                                                            than pedigree




                                                                                UX
                                                                                FOR STARTUPS
Evaluation Parameters


                     Basic Hygiene
        Resume       Overall Fit

                     Ecosystem Thinking
        Portfolio    Iterative Design
                     Visual Thinking

                     Execution v/s Time
       Design Test   Team Dynamics




                                          UX
                                          FOR STARTUPS
4. Portfolio
    A picture is worth more than a 1000 words in a resume




                                                            UX
                                                            FOR STARTUPS
Evaluation Parameters


                     Basic Hygiene
        Resume       Overall Fit

                     Ecosystem Thinking
        Portfolio    Iterative Design
                     Visual Thinking

                     Execution v/s Time
       Design Test   Team Dynamics




                                          UX
                                          FOR STARTUPS
4. Design Test
   “Design a car-pool application”

   Car-pooling is a common practice among daily            DESIGN PROCESS
   commuters to help reduce traffic on the roads and       While the final solution you propose is
   also save money and fuel. While we all wish to          important, we would like to see the process
   participate, it is still an ad-hoc process to           you followed while arriving at the design.
   participate in this practice effectively. Despite the   Share a document that shows the process you
   great adoption of social networks and smart             went through in arriving at the solution(s) in
   phones we have not seen an effective car pool           terms of diagrams/sketches/notes.
   application.
                                                           Describe the problems identified, the
   Your mission is to solve this problem by using your     workflows involved, the end user needs and
   social connections and real-time updates. Design        how your solution succeeds in addressing
   an interactive application, which would allow users     those.
   to plan, schedule, and use car pool
                                                           EVALUATION CRITERIA
   DELIVERABLES                                            This small exercise is aimed at giving us an
   The design work you share could be in a detailed        idea about your skills in identifying UI
   wireframe mode – however please do include at           problems, the way you approach to solve them
   least one screen illustrating the                       and your clarity in communication &
   colors, textures, forms and type you envision -         presentation skills. We are also looking for
   visually representative of a live, real application.    evidence of lateral thinking (beyond
                                                           obvious), creative problem solving and
   Please mention all assumptions you would make in        attention to details; your ability to utilize proper
   terms of features, technology used, user profiles       tools to create rich, meaningful, innovative and
   and the tasks they are expected to perform, before      inviting products/applications.
   explaining the design solution


                                                                                                                  UX
                                                                                                                  FOR STARTUPS
Evaluation Parameters - Summary


                     Basic Hygiene
        Resume       Overall Fit

                     Ecosystem Thinking
        Portfolio    Iterative Design
                     Visual Thinking

                     Execution v/s Time
       Design Test   Team Dynamics




                                          UX
                                          FOR STARTUPS
INDEX


•   Great experience = great brand
•   Make the right investment in design
•   Design thinking starts with design culture
•   Understand the context
•   Creating the concept




                                                 UX
                                                 FOR STARTUPS
What is design thinking?

      Thinking like a designer can transform the way you develop
      products, services, processes—and even strategy. – Tim
      Brown, IDEO



  Begin at the beginning

  Take a human- centered approach
  Try early and often

  Seek outside help

  Budget to the pace of innovation

  Find Talent anyway you can

  Design for the cycle


                                                                   UX
                                                                   FOR STARTUPS
Design is a mindset
                                  process
                                      •     Lean design process
                                      •     UX Principles
                                      •     UX Metrics



                                                                  culture
      planning                                                    •       Work out loud
                                                                  •       Trust
      •   Design reviews



                                  Design

                                                                      people
           structure                                                  •    Get right designers on boar
           •   Design reporting
                                                                      •    Their growth path and train
               and structure



                                  •       Right tools and infrastructure                   UX
                                                                                           FOR STARTUPS
Work out loud




                UX
                FOR STARTUPS
UX Principles


 1. FAST
 Scannable Content
 Aggregated
 Preload everything
 Like a physical object

 2. BEAUTIFUL
 Content is king (UI should be as simple as possible)
 More than just text
 Randomness

 3. SOCIAL
 People, not RSS feeds
 Participate easily
 Inherent personalization

 What’s NEXT?
 Social sharing and discovery
 Self-published magazines
 Ads as content                                         UX
                                                        FOR STARTUPS
Startups and design process


     The speed at which a startup can learn is its
     competitive advantage and the defining
     factor in its success. But startups can't rely
     on the processes and infrastructure that
     their established competitors use, because
     those "best practices" tend to kill disruptive
     innovation.


     - Eric Reis, HBR Blog

                                                      UX
                                                      FOR STARTUPS
Minimum viable v/s minimum desirable product




     Aim for a minimal desirable product
     rather than a minimal viable product.
     Design is the differentiator.




                                               UX
                                               FOR STARTUPS
Design process




 empathy          define          ideate        prototype      test




           Startups have changing goals.

           The design process must be able to tolerate large
           swings
           in the direction of the venture


                                                                 UX
                                                                  FOR STARTUPS
Design process




 empathy    define   ideate    prototype       test




                              Startups have a bias
                              towards this end!


                                                 UX  FOR STARTUPS
Design process




 empathy             define          ideate    prototype        test




           This is usually ignored            Not enough user
           and UX methods will                qualitative feedback
           REALLY help!
                                                                     UX
                                                                     FOR STARTUPS
Design process




empathy     define   ideate   prototype   test




                                            UX
                                             FOR STARTUPS
There is no real substitute for deep user research




                                                     UX
                                                     FOR STARTUPS
Tools to do research for digital products




                                            UX
                                            FOR STARTUPS
INDEX


•   Great experience = great brand
•   Make the right investment in design
•   Design thinking starts with design culture
•   Understand the context
•   Creating the concept




                                                 UX
                                                 FOR STARTUPS
The Context and Concept




 empathy     define       ideate   prototype   test




Context               Concept

                                                 UX
                                                  FOR STARTUPS
To Understand the Context - Think Ecosystem

 • What is the users environment
 • Who are the primary users and who else do they interact
   with to accomplish their goals ( people, objects )
 • How will they use the product




                                                        UX
                                                        FOR STARTUPS
Think Ecosystem

                                                  Bulk Product Supply




                               Logistics
    Product Delivery
    Printed Receipt                          Customer Order
                                                 Details



                                                                   Supplier
                         Product Offerings
                         Discounts
                         User Account
                                                                        Procurement
                         Search Products
                                                                        Payment
                         Discover Products
                         Order Products
                         Payment
        Office Manager   Manage Order
 Consumer                Repeats Order       www.officesamaan.in




                                                                                      UX
                                                                                      FOR STARTUPS
Personas

• A persona is a fictitious user that you design based on
  understanding the users context.
• Persona’s help you simplify your requirements.




                                                            UX
                                                            FOR STARTUPS
Persona: Rajan
                                                                       Demographics:
                                                                       Male , 24, grew up in Mangalore, now works in
                                                                       Bangalore

                                                                       B. Com from Manipal University, first job after
                                                                       college.

                                                                       Rajan is an office manager for CoolToyz, a
                                                                       Bangalore company with 100 employees, in
                                                                       HSR Layout. Cooltoyz is a fast rising player in
                                                                       the children’s toys market. They sell toys
                                                                       through a store in Koramangala and its
                                                                       website.

Work context:                       Pain points:                        Needs/Wants:

A lot of Rajan’s time is spent on   Rajan currently procures all        Rajan needs a convenient
managing office supplies.           items through middlemen who         Single point solution to
Growing at nearly 5 employees       usually don’t have all the items    manage supplies including:
a month,                            he needs. They are also not
Cooltoyz needs more                 flexible to accommodate needs       •    Easy way to check key product
supplies than ever, at              of small companies like                  availability
reasonable rates. Rajan’s job       CoolToyz. Rajan wastes a lot of     •    Save costs for regularly ordered
has become quite                    time chasing different suppliers         items
Challenging in managing this        and doesn’t always get what he      •    Discover new items, and buy with
growth in demand                    needs                                    confidence
                                                                        •    Ability to reorder with ease in the
                                                                             future



                                                                                                                    UX
                                                                                                                     FOR STARTUPS
Scenario’s

 • Scenario is a fictional story about the "daily life of" or a sequence of
   events with the persona as the main character, doing a key task.

 • The story should be specific of the events happening that relate to
   the problems of the persona, and normally the main research
   questions the design process is built upon.

 • Scenarios should be such that design implications can be derived
   out of it

 • Scenarios are only about the User.




                                                                         UX
                                                                         FOR STARTUPS
Scenario

 • “A housewife will come to our website, browse and
   purchase a vacuum cleaner”
 • “An HR manager will use our app to track every minute
   where each job applicant is in the hiring process”
 • “A teenager will use our product to make free video calls
   to her sister in another country”




                                                          UX
                                                           FOR STARTUPS
Group Activity: Lets write one scenario for Rajan


 •   Write it as a story such that
     – Design implications can be derived from it
     – It should be about the user and not technology




                                                        UX
                                                        FOR STARTUPS
INDEX


•   Great experience = great brand
•   Make the right investment in design
•   Design thinking starts with design culture
•   Understand the context
•   Creating the concept




                                                 UX
                                                 FOR STARTUPS
Create Concept

   • Select the right structure ( Navigation + information
     architecture and then dive into detail design
   • When you have followed the other steps and have
     hired a good UX designer, great detail design will
     follow.
   • But getting the conceptual model and structure right,
     is critical




                                                        UX
                                                         FOR STARTUPS
Select Navigation Structure




                              UX
                              FOR STARTUPS
Good Navigation takes care of 80% of your design
But, Bad navigation….




                                               UX  FOR STARTUPS
To sum up !


 •   Great experience = great brand
 •   Make the right investment in design
 •   Design thinking starts with design culture
 •   Understand the context
 •   Creating the concept




                                                  UX
                                                  FOR STARTUPS
“If you hold out with your vision a little bit, it’s like a cake
being put in the oven. The scene doesn’t work
immediately, you have to bake it a little bit. It’s
unfair, when you begin to create a shot, say, or a
scene, that it’s going to immediately be like those beautiful
scenes in the movies. It needs a little bit of time to
mature. It’s like taking the cake out without letting it be in
the oven for more than a minute. Like, oh no, it’s terrible.
So you have to be patient, and then slowly everyone
starts to see that the ideas are right, or make the
corrections. You have to battle the lack of confidence by
giving the scene the chance to solidify “



Francis Ford Coppola on directing and collaborating.          UX
                                                               FOR STARTUPS
Thank You !!




               UX
               FOR STARTUPS

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UX for Startups - Nasscom Product Conclave

  • 1. UX FOR STARTUPS FIND YOUR CREW CONQUER THE HIGH SEAS UX NASSCOM Product Conclave FOR STARTUPS
  • 2. Setting expectations • This workshop is not for Experts • It is for startup founders, engineers, product managers, marketing, or folks of large companies looking to improve UX • The 3 things we will focus on – Find the right design talent – Set up a design culture, process, and UX strategy – Work with designers in a group to create a conceptual design UX FOR STARTUPS
  • 3. INDEX • Great experience = great brand • Make the right investment in design • Design thinking starts with design culture • Understand the context • Creating the concept UX FOR STARTUPS
  • 4. Customary Apple Quote! ―People think it's this veneer — that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works‖ - Steve Jobs UX FOR STARTUPS
  • 5. Great experience = great brand Business models Cloud, Web Profit Margins SaaS, Mobile Lifetime value Deployment Supply Chain Business Technology Viability Feasibility Branding Design User Advocacy User Experience Desirability Design Innovation Design is layered just like tech/business UX FOR STARTUPS
  • 6. What do these startups have in common? UX FOR STARTUPS
  • 7. Each of these startups have designers as co- founders For a long time, a pair of co-founders consisted of an executive and an engineer. It worked for Facebook, Microsoft, and Apple. Design is becoming more and more prevalent in new startups – Square, Path, Airbnb, and more are pushing the envelope. http://startupsthisishowdesignworks.com/ UX FOR STARTUPS
  • 8. Great products speak for themselves – Friction Buster UX FOR STARTUPS
  • 9. Great products speak for themselves – Have Fun! UX FOR STARTUPS
  • 10. Great products speak for themselves – Connect with Emotions Try quitting out of facebook! UX FOR STARTUPS
  • 11. INDEX • Great experience = great brand • Make the right investment in design • Design thinking starts with design culture • Understand the context • Creating the concept UX FOR STARTUPS
  • 12. Key Challenges in Hiring Design Talent • Not enough designers in India • Skills in digital, mobile and web are limited • Visual design, Interaction design, front-end design and user research are highly specialized fields • Don’t chase unicorns UX FOR STARTUPS
  • 13. Design Talent Acquisition Funnel 1 2 3 4 5 Job Description Marketing Resume Portfolio Design Test Along with an interview Alternate channels such as referrals UX FOR STARTUPS
  • 14. 1. A Distinctive Job Description Airbnb is revolutionizing the way the world travels. Tagged by Time Magazine as the "eBay of Space", Airbnb is a profitable, fast-growing, online marketplace giving everyday people the ability to monetize their most valuable asset: an extra bedroom, vacation rental, airbed, castle, boat, tree house or trailer. With a presence in over 9000 cities in 160 countries Airbnb is backed by Sequoia Capital and Greylock and is one of their most exciting start-ups. Airbnb's interaction designers make the complex simple and know the details aren't the details, they are the product. Do you love to choreograph the dance of getting users from A to B? Are your instincts in touch with a higher power known as 'usability'? Well then you get that the best interactions aren't even noticed by a user because the design gets out of their way. We seek someone who loves getting in the weeds to smooth out exisiting interactions and invent new ones. The future of our mom's being able to use Airbnb will depend on your work. Online portfolio required to apply. RESPONSIBILITIES Work collaboratively within the product team to map user flows, paper prototype interactions, and oversee the building process Concept interactions across mediums: web, mobile and email Rapid prototype in Fireworks or other tool of choice Present at weekly team meetings REQUIREMENTS Excellent communication skills Excellent information visualization skills Lo-fi & hi-fi prototyping skills Working knowledge of Adobe CS You've unpackaged at least one Apple product BFA/MFA or equivalent industry experience BONUS SKILLS Experience designing for mobile devices Your favorite color is in Pantone Moleskine is your middle name UX FOR STARTUPS
  • 15. 2. Marketing Email Groups Events HCIIDC – Design India Yahoo! Group USID, World Usability Day, HCI IxDA – Interaction Design Association Conferences, dCamps Professional Networks Design Portfolio Sites LinkedIn, Zerply, Facebook, Twitter, Glassdoor Coroflot, Dribble, Behance, Flickr Design School Alumni Associations Job Sites National Institute of Design SimplyHired, Monster, Naukri, Olx, Shine, Industrial Design Center, IITB Hasgeek Department of Design, IITG Design Programme, IITK • Don’t just look for low cost freelancers for core product work. 99designs is good for logos and banners, but much less for product UX work • UX talent is everywhere. Don’t jump to conclusions about designers. UX FOR STARTUPS
  • 16. Evaluation Parameters Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  • 17. 3. Resume Top five things to look for in any designer resume Total years of experience v/s number of products launched Experience working with developers and product folks? Did designs become real products or are they only concepts? Design tools and fundamental design thinking are both Skills and thought important process matter more than pedigree UX FOR STARTUPS
  • 18. Evaluation Parameters Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  • 19. 4. Portfolio A picture is worth more than a 1000 words in a resume UX FOR STARTUPS
  • 20. Evaluation Parameters Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  • 21. 4. Design Test “Design a car-pool application” Car-pooling is a common practice among daily DESIGN PROCESS commuters to help reduce traffic on the roads and While the final solution you propose is also save money and fuel. While we all wish to important, we would like to see the process participate, it is still an ad-hoc process to you followed while arriving at the design. participate in this practice effectively. Despite the Share a document that shows the process you great adoption of social networks and smart went through in arriving at the solution(s) in phones we have not seen an effective car pool terms of diagrams/sketches/notes. application. Describe the problems identified, the Your mission is to solve this problem by using your workflows involved, the end user needs and social connections and real-time updates. Design how your solution succeeds in addressing an interactive application, which would allow users those. to plan, schedule, and use car pool EVALUATION CRITERIA DELIVERABLES This small exercise is aimed at giving us an The design work you share could be in a detailed idea about your skills in identifying UI wireframe mode – however please do include at problems, the way you approach to solve them least one screen illustrating the and your clarity in communication & colors, textures, forms and type you envision - presentation skills. We are also looking for visually representative of a live, real application. evidence of lateral thinking (beyond obvious), creative problem solving and Please mention all assumptions you would make in attention to details; your ability to utilize proper terms of features, technology used, user profiles tools to create rich, meaningful, innovative and and the tasks they are expected to perform, before inviting products/applications. explaining the design solution UX FOR STARTUPS
  • 22. Evaluation Parameters - Summary Basic Hygiene Resume Overall Fit Ecosystem Thinking Portfolio Iterative Design Visual Thinking Execution v/s Time Design Test Team Dynamics UX FOR STARTUPS
  • 23. INDEX • Great experience = great brand • Make the right investment in design • Design thinking starts with design culture • Understand the context • Creating the concept UX FOR STARTUPS
  • 24. What is design thinking? Thinking like a designer can transform the way you develop products, services, processes—and even strategy. – Tim Brown, IDEO Begin at the beginning Take a human- centered approach Try early and often Seek outside help Budget to the pace of innovation Find Talent anyway you can Design for the cycle UX FOR STARTUPS
  • 25. Design is a mindset process • Lean design process • UX Principles • UX Metrics culture planning • Work out loud • Trust • Design reviews Design people structure • Get right designers on boar • Design reporting • Their growth path and train and structure • Right tools and infrastructure UX FOR STARTUPS
  • 26. Work out loud UX FOR STARTUPS
  • 27. UX Principles 1. FAST Scannable Content Aggregated Preload everything Like a physical object 2. BEAUTIFUL Content is king (UI should be as simple as possible) More than just text Randomness 3. SOCIAL People, not RSS feeds Participate easily Inherent personalization What’s NEXT? Social sharing and discovery Self-published magazines Ads as content UX FOR STARTUPS
  • 28. Startups and design process The speed at which a startup can learn is its competitive advantage and the defining factor in its success. But startups can't rely on the processes and infrastructure that their established competitors use, because those "best practices" tend to kill disruptive innovation. - Eric Reis, HBR Blog UX FOR STARTUPS
  • 29. Minimum viable v/s minimum desirable product Aim for a minimal desirable product rather than a minimal viable product. Design is the differentiator. UX FOR STARTUPS
  • 30. Design process empathy define ideate prototype test Startups have changing goals. The design process must be able to tolerate large swings in the direction of the venture UX FOR STARTUPS
  • 31. Design process empathy define ideate prototype test Startups have a bias towards this end! UX FOR STARTUPS
  • 32. Design process empathy define ideate prototype test This is usually ignored Not enough user and UX methods will qualitative feedback REALLY help! UX FOR STARTUPS
  • 33. Design process empathy define ideate prototype test UX FOR STARTUPS
  • 34. There is no real substitute for deep user research UX FOR STARTUPS
  • 35. Tools to do research for digital products UX FOR STARTUPS
  • 36. INDEX • Great experience = great brand • Make the right investment in design • Design thinking starts with design culture • Understand the context • Creating the concept UX FOR STARTUPS
  • 37. The Context and Concept empathy define ideate prototype test Context Concept UX FOR STARTUPS
  • 38. To Understand the Context - Think Ecosystem • What is the users environment • Who are the primary users and who else do they interact with to accomplish their goals ( people, objects ) • How will they use the product UX FOR STARTUPS
  • 39. Think Ecosystem Bulk Product Supply Logistics Product Delivery Printed Receipt Customer Order Details Supplier Product Offerings Discounts User Account Procurement Search Products Payment Discover Products Order Products Payment Office Manager Manage Order Consumer Repeats Order www.officesamaan.in UX FOR STARTUPS
  • 40. Personas • A persona is a fictitious user that you design based on understanding the users context. • Persona’s help you simplify your requirements. UX FOR STARTUPS
  • 41. Persona: Rajan Demographics: Male , 24, grew up in Mangalore, now works in Bangalore B. Com from Manipal University, first job after college. Rajan is an office manager for CoolToyz, a Bangalore company with 100 employees, in HSR Layout. Cooltoyz is a fast rising player in the children’s toys market. They sell toys through a store in Koramangala and its website. Work context: Pain points: Needs/Wants: A lot of Rajan’s time is spent on Rajan currently procures all Rajan needs a convenient managing office supplies. items through middlemen who Single point solution to Growing at nearly 5 employees usually don’t have all the items manage supplies including: a month, he needs. They are also not Cooltoyz needs more flexible to accommodate needs • Easy way to check key product supplies than ever, at of small companies like availability reasonable rates. Rajan’s job CoolToyz. Rajan wastes a lot of • Save costs for regularly ordered has become quite time chasing different suppliers items Challenging in managing this and doesn’t always get what he • Discover new items, and buy with growth in demand needs confidence • Ability to reorder with ease in the future UX FOR STARTUPS
  • 42. Scenario’s • Scenario is a fictional story about the "daily life of" or a sequence of events with the persona as the main character, doing a key task. • The story should be specific of the events happening that relate to the problems of the persona, and normally the main research questions the design process is built upon. • Scenarios should be such that design implications can be derived out of it • Scenarios are only about the User. UX FOR STARTUPS
  • 43. Scenario • “A housewife will come to our website, browse and purchase a vacuum cleaner” • “An HR manager will use our app to track every minute where each job applicant is in the hiring process” • “A teenager will use our product to make free video calls to her sister in another country” UX FOR STARTUPS
  • 44. Group Activity: Lets write one scenario for Rajan • Write it as a story such that – Design implications can be derived from it – It should be about the user and not technology UX FOR STARTUPS
  • 45. INDEX • Great experience = great brand • Make the right investment in design • Design thinking starts with design culture • Understand the context • Creating the concept UX FOR STARTUPS
  • 46. Create Concept • Select the right structure ( Navigation + information architecture and then dive into detail design • When you have followed the other steps and have hired a good UX designer, great detail design will follow. • But getting the conceptual model and structure right, is critical UX FOR STARTUPS
  • 47. Select Navigation Structure UX FOR STARTUPS
  • 48. Good Navigation takes care of 80% of your design But, Bad navigation…. UX FOR STARTUPS
  • 49. To sum up ! • Great experience = great brand • Make the right investment in design • Design thinking starts with design culture • Understand the context • Creating the concept UX FOR STARTUPS
  • 50. “If you hold out with your vision a little bit, it’s like a cake being put in the oven. The scene doesn’t work immediately, you have to bake it a little bit. It’s unfair, when you begin to create a shot, say, or a scene, that it’s going to immediately be like those beautiful scenes in the movies. It needs a little bit of time to mature. It’s like taking the cake out without letting it be in the oven for more than a minute. Like, oh no, it’s terrible. So you have to be patient, and then slowly everyone starts to see that the ideas are right, or make the corrections. You have to battle the lack of confidence by giving the scene the chance to solidify “ Francis Ford Coppola on directing and collaborating. UX FOR STARTUPS
  • 51. Thank You !! UX FOR STARTUPS

Editor's Notes

  1. Tim’s talk – was about REM, our is about the mechanics of how to make it happen. Will go into the nuts and bolts. A BOX of tool. Rules of engagementSome key rules for the workshop ( have fun, copy from each other, respect time)This usually takes 2-3 workshop, but crunched to 2hrs. Have to move fastCombined experience in the room – Start ups, and the crewPlan is nothing, planning is everything.
  2. But software, as Kontra points out, is about more than just looks. It's about "the behavioral aspects of application design in general."
  3. Biggest takeaway – UX is not just about getting somebody to quickly build your UI
  4. Hire at least 10% of your engineering workforce. How do you get a good design guy on board.
  5. … But now these big companies have Big design groups, making big investments in designs. They realize the importance of UX to differentiate their products.
  6. Google flight status example…
  7. Dropbox diverted a bulk of their marketing budget ($388 per user) to improving the user experience of their product “we spent almost all our effort on making an elegant simple product that just worked and made users happy”How do you think they got here…
  8. “We don’t want people to remember their interactions with Facebook. “We want them to remember their interactions with their friends and family.” Facebook’s director of design - Kate Aronowitz“As a design guideline, serotonin is our term for those little moments of delight you get on Facebook.” Facebook manager of design, - Julie Zhou
  9. Designers are extremly emotional people… designers connect with a story
  10. Designer hiring process is different than technical hiring process… have to do 3,4,5. Also, ask for help in evaluating a designer as needed
  11. It can add a character and also speak about your brand.
  12. Share the story about hiring interns.
  13. Resume are a good filtering mechanism
  14. In an interview, grill on the portfolio. Why did they take some design decisions… remember, past behavior is a very good prediction of future behavior.
  15. This is where rubber hits the road. Designer may have worked in teams to come up with the design in the portfolio. Through a design test you can find how much do they really know what they can actually do.
  16. This has an equal balance of the UI problem as well as a need based and a behavior change issue.
  17. Hiring a great designer will not only help you with your UI problems but will also bring a fresh way of thinking towards everything your startup does, from your investor pitches, to your office workspace, to how you differentiate through your communications with your ecosystem
  18. The best part about design thinking is that in a sense, design thinking has maintained for a long time what LEAN STARTUPS have reiterated in the past few years. Because Design Thinking is about Keeping It Real! Design thinker’s profile Empathy – imagine the world from multiple perspectives, customer, user, colleagues etc. ( current and prospective). Design solutions for explicit + latent needsIntegrated thinkingOptimismExperimentationCollaborationHow to make design thinking institutionalized in your start upBegin at the beginning – involve design thinkers from the startFactors human needs and behaviorRapid experimentationSeek outside help – look for opportunities to co create with customers and clientsBig and small projects - Expect business units todrive and fund incremental innovation, but bewilling to initiate revolutionary innovationfrom the top.- Design for the cycle - Planassignments so that design thinkers go frominspiration to ideation to implementation.
  19. Visual nature of working – working out loudInfrastructure to influence design thinkingAll startups have ensured, that design is sprinkled across the culture
  20. Visual nature of working – working out loud
  21. UX principle – good UX is good vocabulary…. And the fact this influences, tech + product decisions. This another example of three circles coming together and becomes a part of core values. This is where the brand/ product is being built or broken
  22. Companies that insist on building a world-class infrastructure before shipping a product are doomed to "achieve failure," because they're starved of feedback for too long. On the other hand, companies that take a "just do it" attitude without any process at all are also taking a major gamble.
  23. They always to need to have the bigger picture… is about a differentiator that cant be cloned
  24. Lead users, co creation sessions …. Vuja De versus Deja Vu
  25. 400 surveys results
  26. What is the user’s journey through the product?What are the logical and emotional triggers in the journey?What is the product’s story in the mind of the users?