Presentantion made at Pcamp 2019

1. Product Camp 2019
Prototyping Pivotal Moments First:
How to Solve the Forks in the Road
Mason Brown & Cameron Hall

2. Mason
Product Designer with a passion for analytics
Who are we?
Cameron
Product Manager with a passion for design

3. Who are we?

4. Who we’ve worked with / familiar faces:

5. Today:
Sharing our process for
figuring the big and small moments out… fast

6. What is this talk?
A framework to identify, prioritize, and create solutions fast for our clients
evolved from working with design sprints, design thinking,
and banging our heads against walls.

7. + =
Design Sprints are awesome.

8. Design Sprints are awesome.
We love facilitating and participating in design sprints for clients, but
we often ran into constraints when it came to
coordination, client expectations, and internal resourcing.

9. Why has this process
worked for us?
In client services, and on agile product teams, there is never enough time.
Now, we focus on common moments that we can use to solve for business
/ user problems, using information we have / can collect.

10. How do we create better grocery shopping experiences?
How do you make the tool for the shift worker to the corner office?
How do you make legal document creation more accessible?
How do we get entrepreneurs the resources they need?
How can you improve an awful password reset experience?
Solving for the BIG and the small.
Big
Small

11. So… Pivotal Moments?

12. What are pivotal
product moments?
Pivotal moments are the points where
features, systems, and user needs intersect.

13. What are pivotal
product moments?
Pivotal moments are moments to remind
users of the value of the product.

14. Pivotal moments either:
✅
Complete
😍
Deepen
🙅♀️
Sever

15. Complete
Realizing the value of a product for a user.

16. Deepen
Expanding the relationship between a user and a product.

17. Sever
Users ending their relationship with a product.

18. Use these moments to create
intentional product experiences.

19. Making it happen in 3 steps
Time needed: Usually 1-2 days.
1: Identify Moments
2: Map the experience
3: Iterate and improve

20. Step 1: Do your homework
Use data or consumer research to identify potential pivotal moments
1

21. How do you identify these
moments with data?
● Deepen their relationship
○ Repeat Visits, Engagement Time, Referrals
● Sever their relationship
○ Abandonment, Cancellations, Uninstalls
● Complete their goals
○ Conversions, Task Completion, Enrollment
1

22. 40% of users fail to proceed with a
password reset 1
Ex. Sever
Taken from usage analytics via a banking application.

23. 45% of users request
personalized recommendations,
only 6% engage with them 1
Ex. Deepen
Taken from usage analytics via a grocery mobile application.

24. How do you identify these
moments with user research?
● Deepen their relationship | “What made our product more interesting?”
● Sever their relationship | “Why’d you leave?”
● Complete their goals | “What was the reason you bought the thing?”
1

25. “I have never understood the
point of logging in...”
Ex. Deepen
Taken from focus group testing for grocery mobile application.
1

26. “I stopped using the app last
year, it was easier to coupon with
the site.”
Ex. Sever
Taken from focus group testing for grocery mobile application.
1

27. Focus on 1 or 2 key data points.
Avoid analysis paralysis. 1

28. Step 2: Prioritize and Map
Select pivotal moments and unpack them
2

29. How do you know which
points to prioritize?
Users affected
Impact to
product
experience
2

30. How do you know which
points to prioritize?
Users affected
Impact to
product
experience
2“Why should I
login?”
“Where’s my
cart?”
“How do I share my
shopping list?”

31. Start at the moment.
With your pivotal moment, work backwards until you’re at your users
initial touchpoint with the product or experience
2

32. From Sprint by Jake Knapp
2

33. From Sprint by Jake Knapp
2

34. From Sprint by Jake Knapp
2Pivotal Moment
Users

35. From Sprint by Jake Knapp
2All the steps
between the user
and that pivotal
moment
Pivotal Moment
Users

36. From Sprint by Jake Knapp
2

37. Step 3: Explore and Iterate
Use prototypes to first explore THEN refine a potential solution for customers
3

38. First: Find the edges
Use rapid prototyping to find the different ways you can solve for
the moment.
3

39. For rapid prototypes:
Paper
Wires
Quick comps
Anything that lets you
move fast and try a lot of things

41. Map those experiences
on a spectrum
Ease of Access Security
Informative
Quick
Simple
Visual

42. Ease of Access Security

43. Ease of Access Security

44. Ease of Access Security

45. Ease of Access Security

46. Then: Iterate to Improve
Use resources easily available to quickly improve experience.
We prefer whiteboards and storyboards.
3

47. Get a flow on a
whiteboard, in wires, on
paper, or whatever you
can test with people.

48. The “Pitch to me” Test
Pull someone not on the project into the room, over your shoulder,
or aside for a moment and have them present the prototype to you.
3

49. Let them look over it
for a moment.

50. Then have them present
the design to you.

51. The have them present
the design to you.
Improve. Repeat. Improve.

52. So… what now?

53. Take your solution to your
users, stakeholders, team,
and get it out there.
Don’t stop now! Validate and get a solution to production so you
can get on with fixing the next pivotal moment.

54. Bring your solutions to leadership as
they’ll understand: moments.
Evangelizing your solution and seeking approval is MUCH
easier when you communicate them as moments, not features
or technology.

55. How do you present moments to
leaders?
● The moment
● The solution
● The users affected
● The value of the moment

56. How do you present moments to
leaders?
● The moment | Users having issues resetting their password
● The solution | Users confirm their email and submit
● The users affected | 40% of users fail to proceed with a password reset.
● The value of the moment | Online banking users are more likely to further engage.

57. So next week...

58. Design for your pivotal moments.
1
2
3
Research
Prioritize and Map
Explore and Iterate

59. Use your pivotal moments.
1
2
3
Get your team thinking in moments
Get moments on the roadmap
Track your moments

60. Look at your product as a series of
moments.
Your product is not a set of features, systems, or
processes to a user.
To a user, your product is in their life for moments.

61. Your product is not a set of features, systems, or
processes to a user.
To a user, your product is in their life for moments.
I want to share
my work.
Someone liked
my work.

62. Your product is not a set of features, systems, or
processes to a user.
To a user, your product is in their life for moments.
I need to get
home.
The driver, is
on their way.

63. Your product is not a set of features, systems, or
processes to a user.
To a user, your product is in their life for moments.
I need a gift for
Christmas.
I found the
perfect gift.

64. Your product is not a set of features, systems, or
processes to a user.
To a user, your product is in their life for moments.
I’m looking for
the perfect talk.
I found Mason and
Cameron’s talk.

65. Thank you.
Obrigado.

66. Questions?