startup seminars - prototyping

69
fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd. Prototyping Paul Dawson, Partner at Fluxx

Upload: citystarters

Post on 21-Mar-2017

138 views

Category:

Education


1 download

TRANSCRIPT

Page 1: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Prototyping

Paul Dawson, Partner at Fluxx

Page 2: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

/ ThePaulHasToProve

HisCredsToStandUp

HereAndLectureOn

ThisTopicBit / (in 60 seconds or less)

Page 3: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

For twelve years

“Clear leaders in Europe for

user-centred design” Forrester, 2006

Page 4: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Fluxx is a product and service innovation company,

encouraging large companies to behave like start-

ups, to see big thinking brought to life

Page 6: Startup Seminars - Prototyping

@poleydee fluxx.uk.com © 2015 – All rights reserved Fluxx Ltd.

Disrupting

the high street

Page 7: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Create new startup

businesses for existing ones

Page 8: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

We help big

companies

do new

things

in new

ways

Page 9: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

The Audience tonight

No longer want a prototype

Now want a prototype

Will do my prototype differently

Came to totally the wrong lecture, but met somegreat people and had fun

Page 10: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

What is a

prototype?

Starting at the

beginning

Page 11: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 12: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 13: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 14: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Definition

From the Greek: PROTOS: first TYPOS: form

/ A prototype is an early sample, model, or release of a product built to test a concept or process or to act as a thing to be replicated or learned from.

Page 15: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Who?

/ Designed a phone that

inspired a generation

/ Re-invented a familiar

household object for a

new era

/ Pioneered a focus on

prototype testing

/ Made the world feel like a

smaller place

Guess who?

Page 16: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Guess who?/ Designed a phone that

inspired a generation

/ Re-invented a familiar

household object for a

new era

/ Pioneered a focus on

prototype testing

/ Made the world feel like a

smaller place

Page 17: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Henry Dreyfuss, 1904-1972/ Designed a phone that

inspired a generation

/ Re-invented a familiar

household object for a

new era

/ Pioneered a focus on

prototype testing

/ Made the world feel like a

smaller place

Page 18: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 19: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 20: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 21: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

“With a prototype, customers don’t

have to imagine a product, they are

already experiencing it”Marty Numeier, The Brand Flip

Page 22: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

You can prototype anything

The mainstay of any properly user-centred design process

It’s how you test products with end users before you invest

in making it for real

/ Cheap

/ Fast to make

/ Easy to change

Page 23: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

What do you want a prototype to prove or test?

DesirabilityWill people

value it?

ViabilityCan we make a

business from it?

FeasibilityCan it be built?

Brand

Pricing

Service Design

Experience Design

Product or UI Design

To get investment

Business Design

Operational Design

Cost to operate

Commercial Models

Required investment

Technology or

materials proof

Process

Technology

Legal or regulatory

Compliance

Cooperation of

partners

Page 24: Startup Seminars - Prototyping

fluxx.uk.com

To test the technology

Page 25: Startup Seminars - Prototyping

fluxx.uk.com © 2016 – All rights reserved Fluxx Ltd.

To test a new business

Page 26: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

To test a new way of operating The ‘thin slice’

Page 27: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Reasons to use a prototype #1

“Bringing

an idea

to life”

Page 28: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

So, we’ve got this

idea and we’re

looking for some

backing….

“So show me

how it would

work”

Bringing your idea to life

Page 29: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Not sexyDesigned for the small screen

Page 30: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

The Big Screen is good at telling stories

Page 31: Startup Seminars - Prototyping
Page 32: Startup Seminars - Prototyping
Page 33: Startup Seminars - Prototyping
Page 34: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

/ Should:

Tell a story – scenario based

Be larger than life

/ Should not:

Be usable

Probably not even interactive

To bring an idea to life, your prototype…

Page 35: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

/ Your idea is so

horrendously complex

that the detail of how it

works is really, really,

important

/ In which case… maybe

you should try to simplify

because nobody’s going

to buy it if it’s so

complicated!

Only resort to detailed UI

prototyping at this stage if…

Page 36: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Reasons to use a prototype #2

“We want to

model how

something

could work”

Page 37: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

How do you prototype a service?

/ Try it, see how people react

/ It’s the easiest thing to prototype

/ Honestly, it is easy

But if you can’t actually deliver the service…

Page 38: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

And a couple of years later…

Page 39: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Reasons to use a prototype #3

“Making a

usable UI”

Page 40: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Why prototype?

/ It is the ONLY way you will find out if your design is any good Do people get it?

Can they use it?

/ It is the best way to communicate with developers

/ You find problems you never even knew existed

/ How do you use it? Usability testing – you set

people a goal, and see if they can achieve it

Thinking aloud protocol

Come to great interaction labs like the one here at City

Page 41: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

It’s at the heart of every user-centred

design process

Page 42: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

It’s at the heart of every user-centred

design process

Page 43: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

/ Vertical

Real interaction, real data,

but a thin slice

/ Horizontal

Very little is real, but shows

a lot of potential features

/ Scenario

‘Golden path’ – shows a

very particular user journey

UI Prototype Choices

Low Fidelity

Paper, scamps, wireframes

High Fidelity

Clickable, working, populated

with real content

Page 45: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

/ Beware ‘hinted’ features, they only lead to commitment

/ Always test it in the most ‘real’ environment

/ You MUST throw them away before you start coding for real

/ ONLY use them for usability testing – to test the design of an interface to see if it supports user goals

Golden UI Prototype Rules

Page 46: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Lean Experimentation

The Minimum Viable

Product (MVP) is the

SMALLEST thing we can

make to advance the

understanding of our idea

Page 47: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

We call it an experiment

/ Hypothesis

/ Method

/ Expected outcome

/ Controlled variables

Page 48: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

A true story:

A client of ours was struggling with a thorny issue

Page 49: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

It involved using customers’ personal

data in a way we believed

they would value

But equally…

Page 50: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

They might go nuts and

call the Daily Mail

Page 51: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

So we created an experiment

to find out one way or the other

Page 52: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

It totally flopped

Only 24% accepted the idea and said they would opt in

Page 53: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

So we put it live anyway

Page 54: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

96% of people just did it

without even thinking about it

(and if they hadn’t, it was a small enough experiment

that nobody would have noticed)

Page 55: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

There’s what people say they’ll do

then there’s what they actually do…

Page 56: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

What this proves…

Is that people’s reaction to a test or task is greatly

dependent on their awareness of the purpose of the test

Page 57: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Some experiment methods

/ Get as ‘real’ a reaction as

possible

/ People shouldn’t be

aware that they are

being asked for feedback

/ They’re rarely sustainable

in the long-run

Page 58: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Experiment Methods: The Pop UpCreate something that also relies on our core hypothesis – either a

cheaper version of our ‘big idea’ or something else entirely

Page 59: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Experiment Methods: The fake door

Page 60: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Methods: The Look-a-Like

Deliver the service personally

Page 61: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Red BrownYellow Green Blue BlackPink

Techniques: Wizard of Oz

Page 62: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

The “winnings card”

/ Hypothesis:

If we make customers money easy to get at, they

won’t withdraw it every time they have a win

But they might just grab it all, faster, and then we’re

screwed

Page 63: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 64: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 65: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Page 66: Startup Seminars - Prototyping
Page 67: Startup Seminars - Prototyping

fluxx.uk.com © 2016 – All rights reserved Fluxx Ltd.

Picking the right technique

We need to understand

what people will value

without investing too much

Lean Experiments

We are looking for support

and feedback on a concept

Movie UI, Focus groups,

one to ones

We need to test if our UI

design actually works

Prototypes & Usability

Testing

We want to refine our

design to be more effective

A/B Testing & MVT

Aware UnawareLevel to which customer is aware

they are giving feedback

Level of

product

maturity

Proposition

User

Interface

Page 68: Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.

Experiments don’t ever succeed or fail,

they merely have outcomes

So long as we learn, we succeed

Page 69: Startup Seminars - Prototyping

@poleydee

@fluxxstudios

www.fluxx.uk.com

“Fluxx Studio Notes”

on Medium