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6. Product Design
Learnings from founding a Computer Vision Startup


                                        Goal: building a product customers want
Learnings from founding a Computer Vision Startup


                                                        But how to find out what customers want?




                                                    Flickr:CLSB
Learnings from founding a Computer Vision Startup




                                                    Thirty thousand new consumer products
                                                    are launched each year. But over 90% of
                                                    them fail— and that’s after marketing
                                                    professionals have spent massive amounts
                                                    of money trying to understand what their
                                                    customers want.

                                                    Christensen et al.
                                                    Marketing Malpractice The Cause and the Cure
                                                    Harv. Bus Rev. 2005 Dec;83(12):74-83, 152.
Learnings from founding a Computer Vision Startup




                                                    "If I had asked people what they
                                                    wanted, they would have said
                                                    faster horses."

                                                    Henry Ford
Learnings from founding a Computer Vision Startup




                                                                          If there's one thing every junior consultant
                                                                          needs to have injected into their head with
                                                                          a heavy duty 2500 RPM DeWalt Drill, it's
                                                                          this: Customers Don't Know What They
                                                                          Want. Stop Expecting Customers to
                                                                          Know What They Want. It's just never
                                                                          going to happen. Get over it.




                                                    http://www.joelonsoftware.com/articles/fog0000000356.html
Learnings from founding a Computer Vision Startup
                                           Communicating with customers
Learnings from founding a Computer Vision Startup
                                                                                        Hold the Mayo




                                                                                        Ask people what they don't want
                                                                                        Most software surveys and research questions are
                                                                                        centered around what people want in a product. "What
                                                                                        feature do you think is missing?" "If you could add just
                                                                                        one thing, what would it be?" "What would make this
                                                                                        product more useful for you?"

                                                                                        What about the other side of the coin? Why not ask people
                                                                                        what they don't want? "If you could remove one feature,
                                                                                        what would it be?" "What don't you use?" "What gets in
                                                                                        your way the most?"

                                                                                        More isn't the answer. Sometimes the biggest favor you
                                                    http://gettingreal.37signals.com/   can do for customers is to leave something out.

                                                                                        Innovation Comes From Saying No

                                                                                        [Innovation] comes from saying no to 1,000 things to make sure we don't
                                                                                        get on the wrong track or try to do too much. We're always thinking about
                                                                                        new markets we could enter, but it's only by saying no that you can
                                                                                        concentrate on the things that are really important.

                                                                                                              —Steve Jobs, CEO, Apple (from The Seed of Apple's Innovation
Learnings from founding a Computer Vision Startup


                                                    So, what to do then?
                                                    1) Build something you like

                                                    2) Ask customers - the right way

                                                    3) Measure

                                                    4) Iterate
Learnings from founding a Computer Vision Startup


                                                    1) Build something you like
                                                    You are the domain expert, others
                                                    - can’t imagine where (Vision) technology will lead to
                                                    - can’t discriminate what’s feasible, what’s not


                                                    Building something you like
                                                    - is a good start
                                                    - is a pre-condition to be successful (?)


                                                    Resource: Make Opinionated Software
                                                    http://gettingreal.37signals.com/ch04_Make_Opinionated_Software.php
Learnings from founding a Computer Vision Startup


                                                    2) Ask customers - the right way
                                                    Approaches that seem to work

                                                    A) Asking for desired outcome

                                                    B) Integrating a product feedback loop
Learnings from founding a Computer Vision Startup


                                                    Asking for desired outcome

                                                        What job does the
                                                       user/customer want
                                                          to get done?



                                                          purpose brand
Hiring a milk shake do get a job done
Learnings from founding a Computer Vision Startup

                                                                 Clayton Christensen




                                                    http://www.youtube.com/watch?v=H3fGwsrXuZw
Learnings from founding a Computer Vision Startup


                                                    Purpose Brand Example

                                                              Until 1960’s one single product

                                                              observational research showed:
                                                              some customers have creative uses for the product

                                                              - adding the product to laundry detergent
                                                              - mixing it into toothpaste
                                                              - sprinkling it on the carpet
                                                              - others placing open boxes in the refrigerator
Learnings from founding a Computer Vision Startup


                                                     Purpose Brand Example
                                                                      Job focus may grow product categories

                                                                              A purpose brand for each “job”




                                                     These products make now more than 90% of Arm & Hammers revenues
                                                    Christensen et al., Marketing Malpractice The Cause and the Cure, Harv. Bus Rev. 2005 Dec;83(12):74-83, 152.
Learnings from founding a Computer Vision Startup


                                                    2) Ask customers - the right way
                                                    Two approaches that seem to work

                                                    A) Asking for desired outcome

                                                    B) Product feedback loop
Learnings from founding a Computer Vision Startup
Learnings from founding a Computer Vision Startup
Learnings from founding a Computer Vision Startup
Learnings from founding a Computer Vision Startup


                                                    3) Measure
                                                          Hal R. Varian Keynote at IJCAI 2009




                                                          http://videolectures.net/ijcai09_varian_cmt/
Learnings from founding a Computer Vision Startup


                                                      3) Measure
                                                                            Timothy Ferriss at LeWeb 2009




                                                    http://www.fourhourworkweek.com/blog/2009/12/13/how-to-create-a-global-phenomenon-for-less-than-10000/
What is special about Vision?
         In Terms of Product Design
Learnings from founding a Computer Vision Startup


                                                    Special challenges for Vision Startups
                                                                  Technological limits
                                                                  (e.g. object class recognition)




                                                                  Novel usage concepts
                                                                  -> user education




                                                                  High costs for product development
How we did it
Learnings from founding a Computer Vision Startup


                                                    How we did it: Paperboy Purpose Brand
                                                     Direct application of job-based product design
                                                          Before                           After

                                                                                            Job 1/ Product 1


                                                                                            Job 2 / Product 2


                                                    kooaba Visual Search                    Job 3 / Product 3
Learnings from founding a Computer Vision Startup


                                                    How we did it: Paperboy Purpose Brand




                                                                 Paperboy
                                                                 Delivers digital extras for print
Learnings from founding a Computer Vision Startup




http://www.youtube.com/watch?v=wtCF8deqnFw
Learnings from founding a Computer Vision Startup


                                                    How we did it:
                                                    polarrose.com
                                                     usability tests with video recordings
                                                     user feedback




                                                     customer dialogues (packaging of technology)
Q&A
Learnings from founding a Computer Vision Startup


                                                    Resources
                                                                                                    http://www.joelonsoftware.com/articles/
                                                    Joel on Software: Customers
                                                                                                    fog0000000356.html

                                                    37 signals getting real                         http://gettingreal.37signals.com/

                                                                                                    http://gettingreal.37signals.com/
                                                    Getting real: make opinionated Software
                                                                                                    ch04_Make_Opinionated_Software.php

                                                    Clayton Christensen: Milk Shake Job             http://www.youtube.com/watch?v=H3fGwsrXuZw
                                                                                                      http://blog.businessofsoftware.org/2010/05/
                                                    Kathy Sierra: letting users get better at sth
                                                                                                      kathy-sierra-at-business-of-software-2009.html
                                                    User Voice                                      www.uservoice.com
                                                    Get Satisfaction                                www.getsatisfaction.com
                                                    Hal Varian at IJCAI 2009                        http://videolectures.net/ijcai09_varian_cmt/
                                                                                                    http://www.fourhourworkweek.com/blog/2009/12/13/
                                                    Timothy Ferris at LeWeb 2009
                                                                                                        how-to-create-a-global-phenomenon-for-less-

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Learnings from founding a Computer Vision startup: Chapter 6 Product Design

  • 2. Learnings from founding a Computer Vision Startup Goal: building a product customers want
  • 3. Learnings from founding a Computer Vision Startup But how to find out what customers want? Flickr:CLSB
  • 4. Learnings from founding a Computer Vision Startup Thirty thousand new consumer products are launched each year. But over 90% of them fail— and that’s after marketing professionals have spent massive amounts of money trying to understand what their customers want. Christensen et al. Marketing Malpractice The Cause and the Cure Harv. Bus Rev. 2005 Dec;83(12):74-83, 152.
  • 5. Learnings from founding a Computer Vision Startup "If I had asked people what they wanted, they would have said faster horses." Henry Ford
  • 6. Learnings from founding a Computer Vision Startup If there's one thing every junior consultant needs to have injected into their head with a heavy duty 2500 RPM DeWalt Drill, it's this: Customers Don't Know What They Want. Stop Expecting Customers to Know What They Want. It's just never going to happen. Get over it. http://www.joelonsoftware.com/articles/fog0000000356.html
  • 7. Learnings from founding a Computer Vision Startup Communicating with customers
  • 8. Learnings from founding a Computer Vision Startup Hold the Mayo Ask people what they don't want Most software surveys and research questions are centered around what people want in a product. "What feature do you think is missing?" "If you could add just one thing, what would it be?" "What would make this product more useful for you?" What about the other side of the coin? Why not ask people what they don't want? "If you could remove one feature, what would it be?" "What don't you use?" "What gets in your way the most?" More isn't the answer. Sometimes the biggest favor you http://gettingreal.37signals.com/ can do for customers is to leave something out. Innovation Comes From Saying No [Innovation] comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important. —Steve Jobs, CEO, Apple (from The Seed of Apple's Innovation
  • 9. Learnings from founding a Computer Vision Startup So, what to do then? 1) Build something you like 2) Ask customers - the right way 3) Measure 4) Iterate
  • 10. Learnings from founding a Computer Vision Startup 1) Build something you like You are the domain expert, others - can’t imagine where (Vision) technology will lead to - can’t discriminate what’s feasible, what’s not Building something you like - is a good start - is a pre-condition to be successful (?) Resource: Make Opinionated Software http://gettingreal.37signals.com/ch04_Make_Opinionated_Software.php
  • 11. Learnings from founding a Computer Vision Startup 2) Ask customers - the right way Approaches that seem to work A) Asking for desired outcome B) Integrating a product feedback loop
  • 12. Learnings from founding a Computer Vision Startup Asking for desired outcome What job does the user/customer want to get done? purpose brand
  • 13. Hiring a milk shake do get a job done Learnings from founding a Computer Vision Startup Clayton Christensen http://www.youtube.com/watch?v=H3fGwsrXuZw
  • 14. Learnings from founding a Computer Vision Startup Purpose Brand Example Until 1960’s one single product observational research showed: some customers have creative uses for the product - adding the product to laundry detergent - mixing it into toothpaste - sprinkling it on the carpet - others placing open boxes in the refrigerator
  • 15. Learnings from founding a Computer Vision Startup Purpose Brand Example Job focus may grow product categories A purpose brand for each “job” These products make now more than 90% of Arm & Hammers revenues Christensen et al., Marketing Malpractice The Cause and the Cure, Harv. Bus Rev. 2005 Dec;83(12):74-83, 152.
  • 16. Learnings from founding a Computer Vision Startup 2) Ask customers - the right way Two approaches that seem to work A) Asking for desired outcome B) Product feedback loop
  • 17. Learnings from founding a Computer Vision Startup
  • 18. Learnings from founding a Computer Vision Startup
  • 19. Learnings from founding a Computer Vision Startup
  • 20. Learnings from founding a Computer Vision Startup 3) Measure Hal R. Varian Keynote at IJCAI 2009 http://videolectures.net/ijcai09_varian_cmt/
  • 21. Learnings from founding a Computer Vision Startup 3) Measure Timothy Ferriss at LeWeb 2009 http://www.fourhourworkweek.com/blog/2009/12/13/how-to-create-a-global-phenomenon-for-less-than-10000/
  • 22. What is special about Vision? In Terms of Product Design
  • 23. Learnings from founding a Computer Vision Startup Special challenges for Vision Startups Technological limits (e.g. object class recognition) Novel usage concepts -> user education High costs for product development
  • 25. Learnings from founding a Computer Vision Startup How we did it: Paperboy Purpose Brand Direct application of job-based product design Before After Job 1/ Product 1 Job 2 / Product 2 kooaba Visual Search Job 3 / Product 3
  • 26. Learnings from founding a Computer Vision Startup How we did it: Paperboy Purpose Brand Paperboy Delivers digital extras for print
  • 27. Learnings from founding a Computer Vision Startup http://www.youtube.com/watch?v=wtCF8deqnFw
  • 28. Learnings from founding a Computer Vision Startup How we did it: polarrose.com usability tests with video recordings user feedback customer dialogues (packaging of technology)
  • 29. Q&A
  • 30. Learnings from founding a Computer Vision Startup Resources http://www.joelonsoftware.com/articles/ Joel on Software: Customers fog0000000356.html 37 signals getting real http://gettingreal.37signals.com/ http://gettingreal.37signals.com/ Getting real: make opinionated Software ch04_Make_Opinionated_Software.php Clayton Christensen: Milk Shake Job http://www.youtube.com/watch?v=H3fGwsrXuZw http://blog.businessofsoftware.org/2010/05/ Kathy Sierra: letting users get better at sth kathy-sierra-at-business-of-software-2009.html User Voice www.uservoice.com Get Satisfaction www.getsatisfaction.com Hal Varian at IJCAI 2009 http://videolectures.net/ijcai09_varian_cmt/ http://www.fourhourworkweek.com/blog/2009/12/13/ Timothy Ferris at LeWeb 2009 how-to-create-a-global-phenomenon-for-less-