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Semelhante a Product tank Delhi July 2016 at oyo (20)
Product tank Delhi July 2016 at oyo
- 2. © 2016 OYO | ProductTank Delhi July
Ajay Bansal
Product Lead, OYO
Zinal Patel
Shuchita Baranwal
Director Design, OYO
Talvinder Singh
Senior Product Manager, OYO
Senior Manger Design, OYO
Divye Pallav
Senior UX Designer, OYO
Facilitators
Workshop material, created,
curated and conducted by
talvinder.singh@oyorooms.com
shuchita.baranwal@oyorooms.com
- 3. © 2016 OYO | ProductTank Delhi July
FROM
FUZZY TO
FANTASTIC
1. Problem definition
2. Identify Goals
3. Define User Persona
4. Extract Goals
5. Create User Stories
6. Prioritise! Prioritise! Prioritise!
7. Design Wireframes
- 4. © 2016 OYO | ProductTank Delhi July
BEFORE
WE BEGIN
Why are we doing,
what we are doing?
- 5. © 2016 OYO | ProductTank Delhi July
A product that:
• Meets customers’ needs
• Is better than other alternatives
• Is easy to use
• Has a good value/price
Definition of
product-market fit
Focus of
today’s session
- 6. © 2016 OYO | ProductTank Delhi July
Problem Space
user benefit
Solution Space
product
Biz team
Product Owner
Product manager
Developers
Operations
QA
Product designer
GAP
- 8. © 2016 OYO | ProductTank Delhi July
1. Problem Definition
- 9. © 2016 OYO | ProductTank Delhi July
Bhartiya Aam Aadmi Party aka BAAP is the
ruling party of Delhi. They are about to
relaunch an Odd-Even scheme to
decongest the roads and to reduce the
pollution. Under this scheme, odd numbered
cars will ply on odd days and even
numbered cars will ply on even days.
This is expected to put severe pressure on
the public transport and hence we have
been asked to create a carpooling app.
1. Problem Definition
- 10. © 2016 OYO | ProductTank Delhi July
2. Identify Goals
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Problem Space Solution Space
Not discovered yet
2. Identify Goals
Decongest traffic
Reduce pollution
Save money
Reduce inconvenience
Introduce benefits of carpooling
- 12. © 2016 OYO | ProductTank Delhi July
Problem Space Solution Space
Not discovered yet
2. Identify Goals
Decongest traffic
Reduce pollution
Save money
Reduce inconvenience
Introduce benefits of carpooling
Biz goals
that product will aim to solve
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Problem Space Solution Space
Biz Reduce Inconvenience Not discovered yet
User Wait, who are my users? Not discovered yet
2. Identify Goals
- 14. © 2016 OYO | ProductTank Delhi July
3. User persona
- 15. © 2016 OYO | ProductTank Delhi July
We have biases, assumptions and perspectives.
We are not our users.
We need to design for them and not for ourselves.
Only then their needs will be fulfilled.
3. User Persona
Why do
we need this?
- 16. © 2016 OYO | ProductTank Delhi July
3. User Persona
Goals
Attitudes
Motivations
Mental Models
Relationships
Pain Points
Environment
Processes
- 17. © 2016 OYO | ProductTank Delhi July
3. User Persona
If you design for everyone,
you make no one happy
You should design for
specific types of users
- 18. © 2016 OYO | ProductTank Delhi July
We determine what types of users we serve with research.
We analyze that research to find segments of user types.
Each type of user is represented by a model called a persona.
3. User Persona
- 19. © 2016 OYO | ProductTank Delhi July
3. User Persona
What is persona?
Personas are a specific instance of archetypes
(models) that represent groups of real users who
have similar attributes.
Think fictional characters in your favourite movie
or TV series.
Each persona serves as a single surrogate for
many actual users, which produces a clear
target to aim for.
- 20. © 2016 OYO | ProductTank Delhi July
3. User Persona
What Personas are not?
Average users Roles
Stereotypes
Market segments
- 21. © 2016 OYO | ProductTank Delhi July
3. User Persona
What all should be captured?
Demographic Age, gender, education, address etc
Behaviour Hobbies, TV shows, movies, fav actor, topics of interest etc
Goals wants to make money, wants fame, wants iron throne
Sacrifice work extra hard, spend to learn new topics
- 22. © 2016 OYO | ProductTank Delhi July
3. User Persona > Example Persona (housing - buy)
Credits - Shuchita Baranwal ( Consumer Design Head, OYO)
- 23. © 2016 OYO | ProductTank Delhi July
3. User Persona > Example Archetypes - based on spending habit (banking)
Credits - Gaurav Bhushan (Lead Designer, Viv Labs), co illustrated by Ailladi Cortelletti
- 24. © 2016 OYO | ProductTank Delhi July
3. User Persona > Example Persona behaviour (slideshare)
Credits - Mrinal Sharma ( Senior User Experience Designer, Next Billion Users - Google)
- 25. © 2016 OYO | ProductTank Delhi July
3. User Persona > Example Persona behaviour (Komli)
Credits - Zinal Patel ( Head of design, Shuttl)
- 26. © 2016 OYO | ProductTank Delhi July
What do they
THINK & FEEL & FEAR ?
what really counts
major preoccupations
worries & aspirations
What do they
HEAR ?
boss
colleagues
influencers
friends
What do they
SEE ?
environment
friends
colleagues
what work offers
What do they
SAY & DO ?
attitude in public
appearance
behaviour towards others
PAIN
fears
frustations
obstacles
GAIN
wants/needs
measure of success
benefits
3. User Persona > Who is your who?
- 27. © 2016 OYO | ProductTank Delhi July
Exercise 1 : User Persona
- 28. © 2016 OYO | ProductTank Delhi July
4. Goals extraction
- 29. © 2016 OYO | ProductTank Delhi July
4. Goal Extraction
Identify the common goals across different personas
- 30. © 2016 OYO | ProductTank Delhi July
To triangulate the themes that your personas care
about at large.
4. Goal Extraction
Why do
we need this?
- 31. © 2016 OYO | ProductTank Delhi July
Problem Space Solution Space
Biz Reduce Inconvenience Not discovered yet
User
Personal Safety
Avoid wastage of time
Save money
Not discovered yet
4. Goal Extraction
- 32. © 2016 OYO | ProductTank Delhi July
5. User Stories
- 33. © 2016 OYO | ProductTank Delhi July
5. User Stories
As a <type of user>
I want <some goal>
so that <some reason>
end-user’s requirement, in end-user’s language, from end-user’s perspective
Should fit a sticky note
Good to add, estimate and priority
- 34. © 2016 OYO | ProductTank Delhi July
Problem Space Solution Space
Goals User Stories
Biz Reduce Inconvenience Not discovered yet
User
Personal Safety Not discovered yet
Avoid wastage of time Not discovered yet
Save money Not discovered yet
5. User Stories
- 35. © 2016 OYO | ProductTank Delhi July
Exercise 2 : User Stories
- 36. © 2016 OYO | ProductTank Delhi July
6. Prioritise! Prioritise! Prioritise!
- 37. © 2016 OYO | ProductTank Delhi July
6. Prioritise! Prioritise! Prioritise!
• Prioritise based on customer value
• Importance vs Satisfaction framework
• Importance of user need (problem space)
• Satisfaction with how well a product meets the user’s need(solution space)
User satisfaction with current alternatives
Low High
Low
High
Importanceofuserneed
not worth going after
Competitive
market
Land of
Opportunity
- 38. © 2016 OYO | ProductTank Delhi July
6. Prioritise! Prioritise! Prioritise!
- 39. © 2016 OYO | ProductTank Delhi July
Product Canvas
6. Prioritise! Prioritise! Prioritise!
Communicate the key facts to a product (release) in 1 slide
to align everyone on what’s the focus
- 40. © 2016 OYO | ProductTank Delhi July
Product Vision
For whom Why? What? Success factors (product)
Top 3-5 target personas
Which problems do they have today, why
do they need a solution?
What are we doing differently? How are we solving the
problem? Why is this product worth buying?
Which are key factors that will make or break it product-wise?
Key messages & drivers (market)
How will this be messaged to the outside? What will drive
awareness and adopton?
1. Problem Definition6. Prioritise! Prioritise! Prioritise! > Product Canvas
- 41. © 2016 OYO | ProductTank Delhi July
Kano Model
6. Prioritise! Prioritise! Prioritise!
helps to understand product qualities and their impact on
customer satisfaction
- 42. © 2016 OYO | ProductTank Delhi July
1. Problem Definition6. Prioritise! Prioritise! Prioritise! > Kano Model
• Attractive quality – provides satisfaction if achieved fully, do not cause dissatisfaction if not fulfilled
• One-dimensional quality – Satisfaction if fulfilled, dissatisfaction if not fulfilled
• Must-be quality – taken for granted if fulfilled, dissatisfaction if not fulfilled
• Indifferent quality – Neither good nor bad
• Reverse quality – High degree of achievement results in dissatisfaction (e.g. due to feature overload)
dissatisfied
satisfied
Fully implementedNot implemented
Delighters
Performanceneeds
Basicneeds
Indifference
dissatisfied
satisfied
Fully implementedNot implemented
Over time, exciting
innovations turn into
perceived basic needs.
- 43. © 2016 OYO | ProductTank Delhi July
Compact QFD
6. Prioritise! Prioritise! Prioritise!
Prioritisation tool which focuses on customer needs and
product qualities relative to competitive products
- 44. © 2016 OYO | ProductTank Delhi July
1. Problem Definition6. Prioritise! Prioritise! Prioritise! > Compact QFD
Product quality attribute Our product Competitor A Competitor B Competitor C Competitor D
PQA 1 10 6 4 8 7
PQA 2 2 8 10 4 3
PQA 3 6 10 9 5 4
PQA 4 7 5 6 8 7
…
Product quality attribute Weighting Enhancement 1 Enhancement 2 Enhancement 3 Enhancement 4
PQA 1 1 4 10 1
PQA 2 10 3 1 7
PQA 3 7 1 2
PQA 4 4
… …
Weighted Total 11 30 20 85
- 45. © 2016 OYO | ProductTank Delhi July
3 Horizons model
communicate the high-level product roadmap structured
into activities to extending and defending the current
business and creating future opportunities.
6. Prioritise! Prioritise! Prioritise!
- 46. © 2016 OYO | ProductTank Delhi July
1. Problem Definition6. Prioritise! Prioritise! Prioritise! > 3 Horizons
KnowledgeofMarket
Knowledge of Technology
New market
Existing market that we
do not serve
Existing market that we
currently serve
Existing technology that
we currently use
Existing technology
that we do not use
New technology
H
orizon
1
opportunities
H
orizon
2
opportunities
H
orizon
3
opportunities
Improvement
Extension
Variants
Cost Reduction
Adjacent growth
Next gen.
products
Exploration into new markets
Exploration with
new technologies
10%
20%
70%
- 47. © 2016 OYO | ProductTank Delhi July
7. Wireframes
- 48. © 2016 OYO | ProductTank Delhi July
What experiences
are you trying to
deliver?
From Our Users point of View
• How does this make me feel ?
• Does it provide meaning or pleasure ?
• How will it affect me?
• What value do we offer ?
- 49. © 2016 OYO | ProductTank Delhi July
7. Wireframes > MAP JOURNEYS & EXPERIENCES
• Experience as a story
• Think of memories you want to evoke and then design for those journeys
• Look for opportunities to relieve anxiety , anticipate needs , or surprise expectations
• How can you reinvent there experiences ?
- 50. © 2016 OYO | ProductTank Delhi July
7. Wireframes > JOURNEYS EXAMPLE
Credits - Gaurav Bhushan (Lead Designer, Viv Labs)
- 51. © 2016 OYO | ProductTank Delhi July
7. Wireframes > CUSTOMER JOURNEY MAP ( HOUSING -BUY)
Credits - Shuchita Baranwal ( Consumer Design Head, OYO)
- 52. © 2016 OYO | ProductTank Delhi July
7. Wireframes > WHAT WOULD MAKE A MAGIC MOMENT?
• Where would it be ?
• What would it involve?
• How would it be staged ?
• How would it be remembered ?
• How would it be retold?
- 53. © 2016 OYO | ProductTank Delhi July
7. Wireframes
Then like any good story , design
a clearly articulated beginning ,
middle and end for the magic
moment
- 54. © 2016 OYO | ProductTank Delhi July
Work on the
base Content
and create a
Flow first !
• Write out a Flow Outline
• Draw a Flow outline
• Use short hand for designing UI flows
- 55. © 2016 OYO | ProductTank Delhi July
Wireframes
create a
mechanism
to break out of
obvious design
paradigms
• quick , quicker to create , quicker to make
revisions ,quicker to decide direction
• better defend the direction(s) you chose to pursue
• help you slow down to point in the right direction
before you speed down the wrong road
- 56. © 2016 OYO | ProductTank Delhi July
WHAT DOES A
WIREFRAME
CONSIST OF?
• What? - show main groups of content
• Where? - structure of information
• How? -A description and basic visualisation of the user
interface interaction
- 57. © 2016 OYO | ProductTank Delhi July
junior designer
Senior designer
- 58. © 2016 OYO | ProductTank Delhi July
8. Sketch! Sketch! Sketch!
- 59. © 2016 OYO | ProductTank Delhi July
By using paper,
we avoid confusing
well-designed
wireframes
for good ideas
• how something works or why something is the way it
is, is much more important than how something looks
• Keeping your ideas on paper makes them lightweight
and non-committal; anything can be changed.
- 60. © 2016 OYO | ProductTank Delhi July
8. Sketch!
“Fail fast and cheap. Fail often.
Fail in a way that doesn’t kill you” -
Seth Godin
- 61. © 2016 OYO | ProductTank Delhi July
8. Sketch! > Look for conflicts
• “A conflict is a place where there are two or more different approaches to solving the same
problem. Conflicting approaches are super helpful because they illuminate the choices for
your product ”
• Try several different approaches and test them against each other or go with a single
option , test and refine it further
- 62. © 2016 OYO | ProductTank Delhi July
Exercise 3: Let’s sketch!
- 63. © 2016 OYO | ProductTank Delhi July
Thanks!
OYO product &
UX Team