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Product Design Starts with Better Questions

Product Design Starts with Better Questions - a talk on Product design, UX research and a cool Revolut case product / service study.

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Product Design Starts with Better Questions

  1. 1. Product design starts with Better Questions @tadejmursic Tadej Mursic @tadejmursic Spletne Urice #98
  2. 2. •  Who’s with us today? Product that made a mark on you? •  Product design - a “new” dawn •  Revolut Case Study – banking service / product example Aloha!
  3. 3. 3/56 https://en.wikipedia.org/wiki/Paul_Watzlawick “You cannot not communicate.” ~ Paul Watzlawick
  4. 4. 4/56 “You cannot not design.” ~ me
  5. 5. 5/56 Intersections
  6. 6. User It’s not about whether your organization values “design.” It’s about whether your organization truly values humans. ~ Kim Goodwin, @kimgoodwin 6/56
  7. 7. InVision, Design Better https://www.designbetter.co/ 7/56
  8. 8. Salesforce Design Principles, https://www.lightningdesignsystem.com/guidelines/overview/ 8/56
  9. 9. From making people want products to making products people want. John Wilshire, Smithery.com 9/56
  10. 10. From . to . 10/56 Product Product Promo Promo
  11. 11. Reality 1:1 Habitual Grid 11/56
  12. 12. 1. Look broader 12/56 Reality 1:10
  13. 13. User Journey 13/56 UX Pressia, https://uxpressia.com/templates/cjm-for-banking-finance-for-people
  14. 14. 2. Look closer 14/56 Reality 10:1
  15. 15. 1st Principles Thinking 1.  Identify and define your current assumptions. 2.  Breakdown the problem into its fundamental principles. 3.  Create new solutions from scratch. Doubt deeper by asking deeper questions. Deconstruct the problem. 15/56
  16. 16. 16/56 think outside doubt outside
  17. 17. 3. Think beginner / different / younger 17/56 Perspective Shift / New Reality / New Curve
  18. 18. Naïve Realism 18/56 Psychological principle: naive realism. [It means that] even though your belief about the way the world is just seems so compelling or so self-evident, it doesn’t mean that it really is [true]. Whenever we reach a conclusion, it just seems like it’s the right one. In fact, a lot of what we see and conclude about the world is authored by our brains. Once you keep that in mind, hopefully, it does give you pause, to think about how you might be wrong, or to think about how another person might have a case. And you might want to hear them out. https://www.vox.com/science-and-health/2019/1/31/18200497/dunning-kruger-effect-explained-trump
  19. 19. 19/56 Bubble Lanaju Fotografie, Unsplash.com
  20. 20. Human biases 20/56
  21. 21. 21/56 Attitude Behavior
  22. 22. Behavior
  23. 23. 23/56 Research Not everything valuable is measurable. What is the cost of missing something? Ethnography. Quanty & Qualiy.
  24. 24. Own the question, not the answer. 24/56
  25. 25. http://www.ycombinator.com/rfs/ Many of the best ideas we’ve funded were ones that surprised us, not ones we were waiting for.
  26. 26. Pirates of the Caribbean: Boat Upside Down. https://www.youtube.com/watch?v=sNj8mJq65i4 How might we …? 26/56
  27. 27. Product designers alpha tool Thinking 27/56
  28. 28. Challenge TxCxB 28/56 Technological
  29. 29. Revolut Case: Revolut 29/56
  30. 30. Revolut, www.revolut.com 30/56
  31. 31. 32/12 32/56
  32. 32. 33/56
  33. 33. 34/56 Value Proposition Canvas https://www.strategyzer.com/canvas/value-proposition-canvas
  34. 34. Value – Layer 1 P: people charged a lot (unknown high amount) for transactions when abroad > S: Ensure to exchange money at the best possible rate > V: do it automatically (no cognitive effort) + save money. UX: Ease of use. Speed of use (1s). Transparency. $: 0 cost. <>: Super fast money exchange between users. 35/56
  35. 35. Invite for sign-up by a message link. From web, referral. Sign-up process below 15 min. > Do it on mobile. Auto enroll. Onboarding, fast and simple. Change PIN code > Through mobile. Freeze / unfreeze card in app. > 0 fee. Geo-located system to block suspicious transactions. Vault. Rounding-up saving. Saving for … Oversees medical insurance. Multi currency Biz accounts in 5 mins! Value – Layer 2 36/56
  36. 36. GIFs in messages. Weekly spending report. Text in transactions. Side of the physical card is blue. Shipping of the card in 2 days. Requesting money, sending money also by link. Magnetic bounce in packaging. Value – Layer 3 *User delights. Someone deeply cares. 37/56
  37. 37. Revolut, Newsletter, Sales Promo, 12.3.2018 https://www.adweek.com/sponsored/stop-obsessing-about-experiences-start-enabling-participation/?fbclid=IwAR2CbfdGyQp1dyhUuZ4LqC8qm9O-yMmOBeTEQo4kQ_E_e3rHxM_rMQCUIg0 Help Underdog Grow Share with Tribe Participation (^exp) > Purpose. Value – GH Layer Internal Layer > Business design External Layer > Participation
  38. 38. Aim: “one of the largest financial-services companies in the world.” ~ Nikolay Storonsky, Revolut, CEO https://www.bloomberg.com/news/articles/2019-03-21/in-revolut-s-rush-to-be-uber-of-finance-mobile-bank-tests-limits 39/56
  39. 39. Fireside Chat with Nikolay Storonsky (Revolut) | Disrupt SF 2018, https://www.youtube.com/watch?v=ozx86dJWzBA&t=643s What, what? “… we launched the business 3 years ago [...] we do everything what banks do, but we make it 10× better and 10× cheaper …” Nikolay Storonsky, Revolut, CEO TC Disrupt, September 2018 40/56
  40. 40. Better product Faster growth, no marketing ... (media costs) 10× better, 10× cheaper 41/56
  41. 41. Why? Metal Card? How does metal enhance the paying experience? Why Metal? Emojis within transfers? Banking for a generation not understood (yet), driving growth. GIFs in messages? Say what? Canyouimaginepitching thosethingsthrougha regularbankapproval process? 1yr?2yrs?Never? 42/56
  42. 42. NovaKBM, Instagram ad Product: Adv: Revolut, in-app feature Product: Adv: 43/56 Getting Gen Z right?
  43. 43. From making people want products to making products people want. John Wilshire, Smithery.com 44/56
  44. 44. Value or die. Rants of slow support. From a free product. That help ppl save money, is super user friendly and just works. 45/56
  45. 45. Value Vs. Effort The amount of effort you put into making something means nothing to the people that use it. The only thing that matters is how much value they get out of it. Sean Rose, @seanrose 46/56
  46. 46. No bueno Poor support (for free users …) Advertising: Single-shaming … https://www.telegraph.co.uk/technology/2019/02/08/single-shaming-revolut-banking-ad-probed-city-watchdog/ 47/56
  47. 47. The process is in the way of the organization. The organization is in the way of the process. Revolut 400 zaposlenih. Junij 2018. 2019 => 4 million customers. Nova KBM konec leta 2017, 1400 zaposlenih. => thousands of customers. https://siol.net/posel-danes/novice/nova-kbm-zmanjsuje-stevilo-zaposlenih-465889 Value – Old Banks 48/56
  48. 48. “It’s not about the machine, it’s about the machine builing the machine” ~ Elon Musk 49/56
  49. 49. “Business Design is the new Product Design.” ~ me 50/56 Build a company (bank) that can fast track to innovation.
  50. 50. https://www.telegraph.co.uk/technology/2019/02/08/single-shaming-revolut-banking-ad-probed-city-watchdog/ Learn to love feedback. Every piece of feedback tells you something, even if it’s just about how you are perceived by the giver. Rejecting feedback is rejecting your own self awareness. Feedback 51/56
  51. 51. 52/56 “Not everything valuable is measurable.” ~ Tricia Wong
  52. 52. Value – Now Vs. Trend 53/56 What's going to change in the next 10 years? What’s not going to change in the next 10 years?
  53. 53. Optimize for…? 54/56 Pick x! Good, Cheap & Fast: pick two! by Jardson Almeida, https://dribbble.com/shots/3262638-Good-Cheap-Fast-pick-two Good Cheap Fast Simple Min Cognitive Load Ecosystem effects
  54. 54. Jurassic Park, 1993, Universal Pictures. “… your scientists were so preoccupied with whether or not they could that they didn't stop to think if they should. ~ Ian Malcolm* 55/56 *ficitonal character :)
  55. 55. Hiwaldo.com 56/56
  56. 56. Killed by Google, https://killedbygoogle.com/ 57/56 Google = Success?
  57. 57. Rejection is a success tax. 58/56
  58. 58. Move Fast and Break Things: https://medium.com/swlh/move-fast-and-break-things-is-not-dead-8260b0718d90 Don’t: Move fast and break things. 59/56
  59. 59. Nassim Nicholas Taleb, Antifragile: Things That Gain from Disorder Antifragile Some things benefit from shocks; they thrive and grow when exposed to volatility, randomness, disorder, and stressors and love adventure , risk, and uncertainty. Yet, in spite of the ubiquity of the phenomenon, there is no word for the exact opposite of fragile. Let us call it antifragile. Antifragility is beyond resilience or robustness. The resilient resists shocks and stays the same; the antifragile gets better. This property is behind everything that has changed with time: evolution, culture, ideas, revolutions, political systems, technological innovation, cultural and economic success, corporate survival, good recipes (say, chicken soup or steak tartare with a drop of cognac), the rise of cities, cultures, legal systems, equatorial forests, bacterial resistance … even our own existence as a species on this planet. And antifragility determines the boundary between what is living and organic (or complex), say, the 60/56
  60. 60. Kevin Kelly - https://kk.org/kk/ - @kevin2kelly Google Design Sprint - https://www.gv.com/sprint/ Do: Slow down and fix your shit. Try stuff. Most will fail. Keep making new mistakes. Fail forward. 61/56
  61. 61. The Goolge Cemetery - A list of dead Google products and why they died - https://gcemetery.co/ RIP 62/56
  62. 62. https://twitter.com/i/status/1107688160958562304 Data & Design 63/56
  63. 63. Digital is data driven. [data+design] Find noise in the signal. 64/56
  64. 64. https://twitter.com/i/status/1107688160958562304 Data Purpose driven nature of data. It always starts with a problem. You are trying to derive something. Data can help you answer a question. Get right data. It’s not the data, but how you use it. Weave the data into your product story. Data cannot tell you everything. Data is interested in causality (causal relationships, IFTTT). Because that is how you derive power. Derive knowledge is what data is for. Data is no good if you don’t understand what it can and cannot do. You can derive knowledge from data in a multitude of ways. The data needs to add up to something that is valuable for you to know. 65/56
  65. 65. https://www.inc.com/kevin-j-ryan/the-ingenious-reason-snapchat-makes-its-app-so-hard-to-use.html https://news.greylock.com/intuitive-design-vs-shareable-design-88ff6bb184bb Level: Jedi 66/56 Plan, test and innovate for … Sharable design. The Snapchat app uses a principle Elman refers to in a new blog post as "shareable design": the idea that an interface is best understood when explained by someone else. That type of design often is best applied to social-media platforms, and even more so ones used largely by teens. It's pretty likely that, in the course of using a new app, a 16-year-old is going to show it off to his or her friend. That interaction adds value for both the newbie, who gains knowledge about the app, and the explainer, who feels the joy of teaching someone something they didn't know.
  66. 66. Not enough Time Not enough data (or not exact data) Ambiguity everywhere Various stakeholders The real World 67/56
  67. 67. 68/56
  68. 68. 69/56
  69. 69. When in doubt substract.
  70. 70. Thank you. @tadejmursic @ tadej.mursic@gmail.com @tadejmursic Tadej Mursic 71/56
  71. 71. Thinking about how to improve the exp: -  how to make it interesting? -  How to make it valuable? -  How to make it enjoyable? -  How to be more engaged? -  … … download … … page numbers x/42 … dimming the points … … storylike unfolding … … rigid structure … My part. 62/62

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    Apr. 8, 2019

Product Design Starts with Better Questions - a talk on Product design, UX research and a cool Revolut case product / service study.


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