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ON ECHO CHAMBERS, DEAD LOOPS,
PRODUCT DESIGN AND UX
tadej.mursic@gmail.com
tadejmursic
@tadejmursic
#startupmaribor
STRUCTURE?????
VALUE PROPOSITION
PRODUCT DESIGN
PROCESS
DESIGN
IS
...
IT‘S ALL ABOUT THE MACHINE
BUILDING THE MACHINE
focused on the importance of building “the machine that builds the machine...
YOU
It takes a hundred to a thousand times more resources, and far more difficulty, to build the
machine that builds the m...
WHAT ARE YOUR
FAVORITE PRODUCTS
& WHY?
“MAKE THINGS PEOPLE WANT,
RATHER THAN MAKING PEOPLE
WANT THINGS.”
Smithery, 2011
THE MARKETING BUDGET HAS TO BE
INVESTED IN THE CONCEPTUAL
PRODUCT DEVELOPMENT PHASE IN
THE BEGINNING.
R&D PROMOTION
10% 35%
OTHER
TOTAL BUDGET 100%
PRODUCT BUDGET – BEFORE 2005
R&D PROMOTION
10% 35%
OTHER
TOTAL BUDGET 100%
R&D PROMOTION
30% 15%
OTHER
PRODUCT BUDGET – AFTER 2005
WHERE DOES (PRODUCT) DESIGN
START?
THERMOSTATS
CASE STUDY
https://www.youtube.com/watch?v=vAzvt-LkK2I
https://www.youtube.com/watch?v=1qkSkOn4h-A
NEST – PRODUCT EXAMPLE
NEST – PRODUCT EXAMPLE
TEMPERATURE
NEST – PRODUCT EXAMPLE
LEARNING
PRODUCT – FEATURES
PRODUCT – PACKAGING
PRODUCT
-
EXPERIENCE
WHAT‘S
INSIDE
PRODUCT - PRODUCT
PRODUCT - EXPERIENCE
PRODUCT - STORY
PRODUCT – EXPERIENCE – APP
PRODUCT - STORY
PRODUCT – STORYAFTERSALES
REASON TO BUY
FACT IS PEOPLE ARE NOT WILLING TO BUY FOR ENERGY SAVING ONLY
PRODUCT DESIGN & EXPE...
NEST – CATEGORY DEFINITION
LEARNING
THERMOSTAT
(NOT SMART THERMOSTAT)
PRODUCT – STORY
+ AFTERSALES
PRODUCT – DIY INSTALATION
PRODUCT – DIY INSTALATION
PRODUCT – DIY INSTALATION
PRODUCT – SERVICES
PRODUCT – SERVICES
PRODUCT – SERVICES
PRODUCT – SERVICES
SO …
PRODUCT DEFINITION?
PRODUCT DEFINITION
FOR [YOUR TARGET CUSTOMERS],
WHO NEED [A SOLUTION] FOR [THEIR PROBLEM], OUR PRODUCT
PROVIDES A [KEY BEN...
STORY EXPERIENCE
VALUE
TAKE 5
THE DECISIONS YOU DO NOT GET TO
SEE / HEAR /FEEL
ECHO CHAMBER
THE OLD ADAGE
„DON'T JUDGE A MAN TILL YOU‘VE WALKED A MILE
IN HIS BOOTS“
COULD BE UPDATED TO SAY
„DON‘T FORM YOUR OPINIONS...
THE USER
PERSONA
“MAKE THINGS
PEOPLE WANT,
RATHER THAN
MAKING PEOPLE
WANT THINGS.”
Smithery, 2011
Smithery, 2011
RESEARCH
GET OUT OF THE BUILDING!
GET OUT OF THE ROOM!
GET ON THE PHONE!
GET OUT!
TALK TO PEOPLE.
OBSERVE BEHAVIOUR.
BEHAV...
ATTITUDE
vs.
BEHAVIOR
PATTERNS
EMERGE
PRODUCT
FORMATION
CHOICES
www.monumentvalleygame.com/
DEFINE THE
PRODUCT!
PROCESS
MVP
PRODUCT
LAUNCH
EVERYONE AGREES ON AN MVP, BUT NOBODY AGREES
WHAT AN MVP IS.
~Tadej Mursic   
log-1
MVP
TIME
PRODUCTQ
log-1 MVP ZONE
BUT, HEY, WE WANT TO LAUNCH SOON.
(WITH LIMITED RESOURCES)
START
FOCUS
FOCUS
FOCUS
FOCUS
FOCUS
FOCUS
FOCUS
FOCUS
FOCUS
FOCUS
FOCUS > LESS FEATURES
DONE IS BETTER
THAN PERFECT.
50% OF ...
COMPETITION
RUNWAY
WHEN EVERYTHING SEEMS TO
BE GOING AGAINST YOU,
REMEMBER THAT THE
AIRPLANE TAKES OFF AGAINST
THE WIND, NOT WITH IT.
-Henry ...
FEATURES & FOCUSING
= FLOWERS & WATER
MASS VS. MICRO
WHY LESS IS
BETTER?
MVP
SAY NO!
CAN WE WORK ON A
FEATURE THAT IS
FUN TO WORK ON?
TIPS ON DESIGNING PRODUCTS –
LAWS OF SIMPLICITY
JOHN MAEDA
John Maeda, The Laws Of Simplicity
John Maeda, The Laws Of Simplicity
TIPS ON DESIGNING PRODUCTS –
LAWS OF SIMPLICITY
JOHN MAEDA
JOHN & ME
MAR 2014,
AUSTIN, TX
JOHN & ME
MAR 2014,
AUSTIN, TX
VALUE PROPOSITION
Strategyzer.com
PRODUCT DEFINITION – VALUE PROPOSITION
FOR [YOUR TARGET CUSTOMERS],
WHO NEED [A SOLUTION] FOR [THEIR PROBLEM],
OUR PRODUCT...
BUILDING PRODUCTS
FOR PEOPLE
BEFORE THEY KNOW
THEY NEED THEM.
-Matt Danna
PRODUCT MANAGEMENT
KNOW WHAT'S POSSIBLE.
KNOW WHAT'S IMPORTANT.
PUSH BOTH FORWARD.
~Luke Wroblewski
PRODUCT DESIGN
PRODUCT DESIGN
PERSONA
BONUS GAME
BONUS GAME
What was the last gift you gave to someone?
If you have to give a TED talk, what subject would you talk
about?
...
USER JOURNEY
Adaptive Path, http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
EXPERIENCE
MAP
USER
JOURNEY
PROCESS
HOW SUCCESSFUL COMPANIES
BUILD PRODUCTS … (MVP’S)
BECAUSE IF YOU DON‘T ….
THERE‘S A SURPRISE AFTER PRODUCT
LAUNCH …
SO, WHY DOESN‘T IT WORK?
THE GOAL IS TO HAVE AS MANY AHA
MOMENTS BEFORE THE FIRST LANUCH …
THE CONSEQUENCE OF
DELAYED OPTIMIZATION
ADDS UP OVER TIME.
„PRODUCT DEBT“
HOW SUCCESSFUL COMPANIES
BUILD PRODUCTS … (MVP’S)
SPOTIFY SUNRISE SLACK
HOW SUCCESSFUL COMPANIES
BUILD PRODUCTS … (MVP’S)
SPOTIFY
SPOTIFY
SPOTIFY
SPOTIFY
SPOTIFY
SPOTIFY
THE DIFFERENCE BETWEEN
SIMPLE
AND
EASY?
RECAP-TIME
YOU CANNOT BUSINESS MODEL YOUR
WAY OUT OF A SHITTY PRODUCT.
- Tim O’Neil
PRODUCT DESIGN
YOU KNOW, YOU’VE DONE A GREAT JOB
WHEN YOUR PRODUCT CREATES A
SECONDARY MARKET.
PRODUCT DESIGN
FEEDBACK IS THE BREAKFAST OF
CHAMPIONS.
- Rick Tate
PRODUCT DESIGN
OPTIMIZE FOR LEARNING
DO NOTHING,
DO SOMETHING,
DO SOMETHING THAT SCARES YOU.
ITERATE! ITERATE! ITERATE! ITERATE!
tadej.mursic@gmail.com
tadejmursic
THANK YOU!
@tadejmursic
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
On Echo chambers, Dead loops, Product design and UX
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On Echo chambers, Dead loops, Product design and UX

On Echo chambers, Dead loops, Product design and UX Lecture for "Startup: Maribor", November 2016, #startupmaribor - Razvijanje produkta v sodelovanju z uporabniki

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On Echo chambers, Dead loops, Product design and UX

  1. 1. ON ECHO CHAMBERS, DEAD LOOPS, PRODUCT DESIGN AND UX tadej.mursic@gmail.com tadejmursic @tadejmursic
  2. 2. #startupmaribor
  3. 3. STRUCTURE?????
  4. 4. VALUE PROPOSITION
  5. 5. PRODUCT DESIGN PROCESS
  6. 6. DESIGN IS ...
  7. 7. IT‘S ALL ABOUT THE MACHINE BUILDING THE MACHINE focused on the importance of building “the machine that builds the machine.”
  8. 8. YOU It takes a hundred to a thousand times more resources, and far more difficulty, to build the machine that builds the machine, compared to creating an individual product
  9. 9. WHAT ARE YOUR FAVORITE PRODUCTS & WHY?
  10. 10. “MAKE THINGS PEOPLE WANT, RATHER THAN MAKING PEOPLE WANT THINGS.” Smithery, 2011
  11. 11. THE MARKETING BUDGET HAS TO BE INVESTED IN THE CONCEPTUAL PRODUCT DEVELOPMENT PHASE IN THE BEGINNING.
  12. 12. R&D PROMOTION 10% 35% OTHER TOTAL BUDGET 100% PRODUCT BUDGET – BEFORE 2005
  13. 13. R&D PROMOTION 10% 35% OTHER TOTAL BUDGET 100% R&D PROMOTION 30% 15% OTHER PRODUCT BUDGET – AFTER 2005
  14. 14. WHERE DOES (PRODUCT) DESIGN START?
  15. 15. THERMOSTATS
  16. 16. CASE STUDY https://www.youtube.com/watch?v=vAzvt-LkK2I https://www.youtube.com/watch?v=1qkSkOn4h-A
  17. 17. NEST – PRODUCT EXAMPLE
  18. 18. NEST – PRODUCT EXAMPLE TEMPERATURE
  19. 19. NEST – PRODUCT EXAMPLE LEARNING
  20. 20. PRODUCT – FEATURES
  21. 21. PRODUCT – PACKAGING
  22. 22. PRODUCT - EXPERIENCE
  23. 23. WHAT‘S INSIDE
  24. 24. PRODUCT - PRODUCT
  25. 25. PRODUCT - EXPERIENCE
  26. 26. PRODUCT - STORY
  27. 27. PRODUCT – EXPERIENCE – APP
  28. 28. PRODUCT - STORY
  29. 29. PRODUCT – STORYAFTERSALES REASON TO BUY FACT IS PEOPLE ARE NOT WILLING TO BUY FOR ENERGY SAVING ONLY PRODUCT DESIGN & EXPERIENCE DESIGN & STORY DESIGN. INDUSTRIAL DESIGN WHAT GOT THEM INTERESTED, WHAT MADE THEM BUY, WHAT MADE THEM FEEL GOOD ABOUT IT + PURCHASE VERYFICATION (VALUE CREATION) (NOT GADGET FREAK => IT‘S FOR ENEGRY SAVING PRUPOSES.
  30. 30. NEST – CATEGORY DEFINITION LEARNING THERMOSTAT (NOT SMART THERMOSTAT)
  31. 31. PRODUCT – STORY + AFTERSALES
  32. 32. PRODUCT – DIY INSTALATION
  33. 33. PRODUCT – DIY INSTALATION
  34. 34. PRODUCT – DIY INSTALATION
  35. 35. PRODUCT – SERVICES
  36. 36. PRODUCT – SERVICES
  37. 37. PRODUCT – SERVICES
  38. 38. PRODUCT – SERVICES
  39. 39. SO …
  40. 40. PRODUCT DEFINITION?
  41. 41. PRODUCT DEFINITION FOR [YOUR TARGET CUSTOMERS], WHO NEED [A SOLUTION] FOR [THEIR PROBLEM], OUR PRODUCT PROVIDES A [KEY BENEFIT]. OUR PRODUCT IS BETTER THAN OTHER SOLUTIONS SUCH AS [COMPETITOR], BECAUSE OF [THIS].
  42. 42. STORY EXPERIENCE VALUE
  43. 43. TAKE 5
  44. 44. THE DECISIONS YOU DO NOT GET TO SEE / HEAR /FEEL
  45. 45. ECHO CHAMBER
  46. 46. THE OLD ADAGE „DON'T JUDGE A MAN TILL YOU‘VE WALKED A MILE IN HIS BOOTS“ COULD BE UPDATED TO SAY „DON‘T FORM YOUR OPINIONS TILL YOU‘VE VENTURED OUTSIDE YOUR OWN ECHO CHAMBER“.
  47. 47. THE USER
  48. 48. PERSONA
  49. 49. “MAKE THINGS PEOPLE WANT, RATHER THAN MAKING PEOPLE WANT THINGS.” Smithery, 2011
  50. 50. Smithery, 2011
  51. 51. RESEARCH GET OUT OF THE BUILDING! GET OUT OF THE ROOM! GET ON THE PHONE! GET OUT! TALK TO PEOPLE. OBSERVE BEHAVIOUR. BEHAVIOUR NOT POSITIONS. DO NOT PITCH THE PRODUCT. DO NOT PICTURE THE FEATURES OF AN UNTANGIBLE EXPERIENCE. (KEEP IN MIND THE SUER WON’T TELL YOU WHAT IS RIGHT TO DO BY TELLING YOU WHAT HE THINKS IS RIGHT … OBSERVE BEHAVIOUR, ASK THEM ABOUT HOW THEY BEHAVED ... ETC. – BECAUSE THIS IS A FACT ... NOT WHAT THEY THINK, THEY MIGHT LIKE – A VIRTUAL EXECUTION IS ALWAYS PERFECT, BECAUSE IT HASN’T BEEN DONE) I N T E R V I E W
  52. 52. ATTITUDE vs. BEHAVIOR
  53. 53. PATTERNS EMERGE
  54. 54. PRODUCT FORMATION CHOICES www.monumentvalleygame.com/
  55. 55. DEFINE THE PRODUCT!
  56. 56. PROCESS
  57. 57. MVP PRODUCT LAUNCH
  58. 58. EVERYONE AGREES ON AN MVP, BUT NOBODY AGREES WHAT AN MVP IS. ~Tadej Mursic   
  59. 59. log-1
  60. 60. MVP TIME PRODUCTQ log-1 MVP ZONE
  61. 61. BUT, HEY, WE WANT TO LAUNCH SOON. (WITH LIMITED RESOURCES)
  62. 62. START
  63. 63. FOCUS
  64. 64. FOCUS FOCUS FOCUS FOCUS
  65. 65. FOCUS FOCUS FOCUS FOCUS
  66. 66. FOCUS
  67. 67. FOCUS > LESS FEATURES
  68. 68. DONE IS BETTER THAN PERFECT.
  69. 69. 50% OF ...
  70. 70. COMPETITION
  71. 71. RUNWAY
  72. 72. WHEN EVERYTHING SEEMS TO BE GOING AGAINST YOU, REMEMBER THAT THE AIRPLANE TAKES OFF AGAINST THE WIND, NOT WITH IT. -Henry Ford ~ Henry Ford
  73. 73. FEATURES & FOCUSING = FLOWERS & WATER
  74. 74. MASS VS. MICRO WHY LESS IS BETTER?
  75. 75. MVP SAY NO!
  76. 76. CAN WE WORK ON A FEATURE THAT IS FUN TO WORK ON?
  77. 77. TIPS ON DESIGNING PRODUCTS – LAWS OF SIMPLICITY JOHN MAEDA John Maeda, The Laws Of Simplicity
  78. 78. John Maeda, The Laws Of Simplicity TIPS ON DESIGNING PRODUCTS – LAWS OF SIMPLICITY JOHN MAEDA
  79. 79. JOHN & ME MAR 2014, AUSTIN, TX
  80. 80. JOHN & ME MAR 2014, AUSTIN, TX
  81. 81. VALUE PROPOSITION Strategyzer.com
  82. 82. PRODUCT DEFINITION – VALUE PROPOSITION FOR [YOUR TARGET CUSTOMERS], WHO NEED [A SOLUTION] FOR [THEIR PROBLEM], OUR PRODUCT PROVIDES A [KEY BENEFIT]. OUR PRODUCT IS BETTER THAN OTHER SOLUTIONS SUCH AS [COMPETITOR], BECAUSE OF [THIS].
  83. 83. BUILDING PRODUCTS FOR PEOPLE BEFORE THEY KNOW THEY NEED THEM. -Matt Danna PRODUCT MANAGEMENT
  84. 84. KNOW WHAT'S POSSIBLE. KNOW WHAT'S IMPORTANT. PUSH BOTH FORWARD. ~Luke Wroblewski PRODUCT DESIGN
  85. 85. PRODUCT DESIGN
  86. 86. PERSONA
  87. 87. BONUS GAME
  88. 88. BONUS GAME What was the last gift you gave to someone? If you have to give a TED talk, what subject would you talk about? What would you do with a million EUR? How would you explain Snapchat to your grandmother? Tell me something extraordinary you did in the past month. What is the crazies idea you ever had?
  89. 89. USER JOURNEY Adaptive Path, http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/ EXPERIENCE MAP
  90. 90. USER JOURNEY
  91. 91. PROCESS
  92. 92. HOW SUCCESSFUL COMPANIES BUILD PRODUCTS … (MVP’S)
  93. 93. BECAUSE IF YOU DON‘T …. THERE‘S A SURPRISE AFTER PRODUCT LAUNCH …
  94. 94. SO, WHY DOESN‘T IT WORK? THE GOAL IS TO HAVE AS MANY AHA MOMENTS BEFORE THE FIRST LANUCH …
  95. 95. THE CONSEQUENCE OF DELAYED OPTIMIZATION ADDS UP OVER TIME. „PRODUCT DEBT“
  96. 96. HOW SUCCESSFUL COMPANIES BUILD PRODUCTS … (MVP’S)
  97. 97. SPOTIFY SUNRISE SLACK HOW SUCCESSFUL COMPANIES BUILD PRODUCTS … (MVP’S)
  98. 98. SPOTIFY
  99. 99. SPOTIFY
  100. 100. SPOTIFY
  101. 101. SPOTIFY
  102. 102. SPOTIFY
  103. 103. SPOTIFY
  104. 104. THE DIFFERENCE BETWEEN SIMPLE AND EASY?
  105. 105. RECAP-TIME
  106. 106. YOU CANNOT BUSINESS MODEL YOUR WAY OUT OF A SHITTY PRODUCT. - Tim O’Neil PRODUCT DESIGN
  107. 107. YOU KNOW, YOU’VE DONE A GREAT JOB WHEN YOUR PRODUCT CREATES A SECONDARY MARKET. PRODUCT DESIGN
  108. 108. FEEDBACK IS THE BREAKFAST OF CHAMPIONS. - Rick Tate PRODUCT DESIGN
  109. 109. OPTIMIZE FOR LEARNING
  110. 110. DO NOTHING, DO SOMETHING, DO SOMETHING THAT SCARES YOU. ITERATE! ITERATE! ITERATE! ITERATE!
  111. 111. tadej.mursic@gmail.com tadejmursic THANK YOU! @tadejmursic

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On Echo chambers, Dead loops, Product design and UX Lecture for "Startup: Maribor", November 2016, #startupmaribor - Razvijanje produkta v sodelovanju z uporabniki

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