how to focus - design your new app in 60 minutes!
TRANSCRIPT
DEFINE YOUR NEW APP IN 60 MINUTES
Wed August 12, 2015 Zach Pousman
Helpfully, LLC
SHOULD YOU PLAN OR SHOULD YOU JUST START ?
YOU SHOULD DO BOTH
STAY HUMBLE HUSTLE HARD
(DO THE KIDS STILL SAY THIS?)
CREATIVITY IS THINKING UP NEW THINGS. INNOVATION IS DOING NEW THINGS.
- Theodore Levitt
YOU GOTTA DO S#*+|+ !
STAY LEAN AND FLEXIBLE
DEFINE THE FOLLOWING THINGSThe problem
(and who has it)
The timing as they use it
Get the technology right
Your 3 ‘magic moments’
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DEFINE THE FOLLOWING THINGSUh, Zach - How do I do that?
The problem (and who has it)
The timing as they use it
Get the technology right
Your 3 ‘magic moments’
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2
3
4
DEFINE THE FOLLOWING THINGSLook at the problem through multiple lenses. Get out of the building!
The problem (and who has it)
The timing as they use it
Get the technology right
Your 3 ‘magic moments’
Uh, Zach - How do I do that?
Use a customer journey map to show you where to focus your UX efforts.
Decide on whether partners are helpful. Stand on the shoulders of giants
Timing in your apps is under-appreciated So design the timing for your experience
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HI, I’M ZACH POUSMAN
LET’S CONNECT!
@THINKY
U NSC RAMBL
CLIENT ENGAGEMENTS
GET OUT OF THE BUILDING
The problem (and who has it)
GET OUT OF THE BUILDING
Digital ethnography means using digital and traces of behavior tools to understand people, their culture (and sub-culture), practices and attitudes. Some of the tools you can to understand people:
GET OUT OF THE BUILDING
DON’T GET STUCK HERESome helpful advice
YOU’LL WANT TO BUILD PERSONAS
This will take longer than 15 minutes!
BUILD A FRAMEWORK
The problem (and who has it)
Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1.
A PRODUCT ECOLOGY
BRANDED UTILITY 2X2
Note: play around with 2x2 grids. Theres a reason that all consultants use them!
OR TRY THE GOLDEN TRIANGLECONSUMERS
EMPLOYEESSTAKEHOLDERS
UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGESOLUTIONPROBLEM
COST STRUCTURE REVENUE STREAMS
KEY METRICS CHANNELS
HELPFULLY LEAN CANVAS How does the idea work to deliver value?
CUSTOMER SEGMENTS
UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGESOLUTIONPROBLEM
COST STRUCTURE REVENUE STREAMS
KEY METRICS CHANNELS
LEAN CANVAS How does the idea work to deliver value?HELPFULLY
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CUSTOMER SEGMENTS
Filling this out is confusing…
UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CUSTOMER SEGMENTSSOLUTIONPROBLEM
COST STRUCTURE REVENUE STREAMS
KEY METRICS CHANNELS
LEAN CANVAS How does the idea work to deliver value?HELPFULLY
Find the riskiest elements and test that
FINDING THE MAGIC
Your 3 ‘magic moments’
HELPFULLY SERVICE BLUEPRINT How does the experience unfold?
ON-STAGE ACTIVITY
BACK STAGE ACTIVITY
PHYSICAL OR DIGITAL SITUATION
CUSTOMER ACTIONS
POTENTIAL BREAKDOWN
WebsiteBrowsing the web Email(mobile optimized)
Upgrade account
SupportUse Onboarding (1st use)
Sign upSales
follow upConsider product
Get introduced
Download white paper Chat
Sign up
CRM anonymous lead (or CRM identified lead)
Signup wizard (customer profile, config)
Provision AWS Confirm setup & sample
data (manually)
Takes up to 24 hours to confirm installation and
notify customer
Sales team
Website Chat / Phone / In-person
SAAS PRODUCT
Website - signed-in Website - signed-in
Onboarding could be improved via support
(screen-sharing or phone)
Website - signed-in
PROD
Onboarding experience,
Connect to data source(s)
Use data Define roles
Define reports Define triggers
Search Social media
(LinkedIn) Forums
SEO, Community
management, reviews and
forum activity Lead process
Problems Bugs
Questions
Not all support is done via our site
(also community-driven forums)
In-app prompts CRM emails
Auto upgrades for VIPs
HELPFULLY SERVICE BLUEPRINT How does the experience unfold?
ON-STAGE ACTIVITY
BACK STAGE ACTIVITY
PHYSICAL OR DIGITAL SITUATION
CUSTOMER ACTIONS
POTENTIAL BREAKDOWN
WebsiteBrowsing the web Email(mobile optimized)
Upgrade account
SupportUse Onboarding (1st use)
Sign upSales
follow upConsider product
Get introduced
Download white paper Chat
Sign up
CRM anonymous lead (or CRM identified lead)
Signup wizard (customer profile, config)
Provision AWS Confirm setup & sample
data (manually)
Takes up to 24 hours to confirm installation and
notify customer
Sales team
Website Chat / Phone / In-person
SAAS PRODUCT
Website - signed-in Website - signed-in
Onboarding could be improved via support
(screen-sharing or phone)
Website - signed-in
PROD
Onboarding experience,
Connect to data source(s)
Use data Define roles
Define reports Define triggers
Search Social media
(LinkedIn) Forums
SEO, Community
management, reviews and
forum activity Lead process
Problems Bugs
Questions
Not all support is done via our site
(also community-driven forums)
In-app prompts CRM emails
Auto upgrades for VIPs
Find 3 places where your interaction can deliver magic!
FEATURE DEFINITION BEFORE CREATIVE
CREATIVE BEFORE FEATURE DEFINITION
DESIGN WORKS BECAUSE OF THIS TENSION…
CUSTOMER EXPERIENCE
(LIFECYCLE & RELATIONSHIP)
BROAD & NARROW
USER EXPERIENCE
USER INTERFACE
NEW ROLES & RELATIONSHIPS FOR
ORGANIZATIONS
BUILDING FEATURES
Get the technology right
BUILD VS BUY VS PARTNER
STORY TELLING 1.0 - POSITIONING &
PERSUASION
STORY TELLING 2.0 - CULTURE & EMOTION
STORY TELLING 3.0 - PARTICIPATION
STORY TELLING 4.0 - ECOSYSTEMS
Framework adopted from Farrah Bostic, 2014
London 2012 #findyourgreatness
Locations for TV ads include East London in South Africa,
Little London in Jamaica, London, Ohio and a health club called
‘London Gym.’
INTERACTIVITY, TRACKING, ATTRIBUTION, UGC
TRENDS
HELPFULLY APP FLOW DIAGRAM How does a user navigate the experience?
SPLASH SCREEN
WELCOME (1st Use)
eCOMMERCE ITEM DETAIL VIEW
VIEW A PROFILE (ALL ITEMS)
VIEW / EDIT A CLOTHING ITEM
CREATE A CLOTHING ITEM
TAKE PHOTO
VIEW HOUSEHOLD (ALL PROFILES)
CREATE ACCOUNT
(FB OR EMAIL)
eCOMMERCE AD (BLURB)
FAMILY SCREEN
(make a 2nd account)
BEG SCREEN
extra benefits
HOW MANY USERS?
Skip Skipped or filled
0
1
2+
When done, go to profile or family
MAIN MENU PANEL
PROFILES (LIST)
FRIENDS & FAMILY (LIST)
SHOP CLOSET ORGANIZATION
NEW PROFILE / MANAGE
LOGOUT - when we add paid accounts.
eCOMMERCE SHOP PAGE
CREATE A PROFILE
IN APP $
MANAGE PROFILE(S)
First, Last, Email, W - M - G - B select
MOBILE APP EXPERIENCE
You will need one of these. B
ut also, not a 15 minute thing…
USE TIMING CUES FOR THE EXPERIENCE
(AND THE MARKETING FUNNEL)
The timing as they use it
TIME.
TIME IS INVISIBLE.
BUT IT’S SO IMPORTANT.
Layers of cadence
DAYS
MINUTES
SECONDS
SUB-SECONDS
Layers of cadence
WEEKS
DAYS
MINUTES
SECONDS
SUB-SECONDS
Layers of cadence
MONTHS
WEEKS
DAYS
MINUTES
SECONDS
SUB-SECONDS
Layers of cadence
YEARS
MONTHS
WEEKS
DAYS
MINUTES
SECONDS
SUB-SECONDS
Layers of cadence
Layers of cadence
A PART OF LIFE
BEGINNER-TO-EXPERT
ROUTINE(S)
USAGE
A SESSION
AN INTERACTION
MENU ANIMATION
Layers of cadence
A PART OF LIFE
BEGINNER-TO-EXPERT
ROUTINE(S)
USAGE
A SESSION
AN INTERACTION
MENU ANIMATION
Layers of cadence
A PART OF LIFE
BEGINNER-TO-EXPERT
ROUTINE(S)
USAGE
A SESSION
AN INTERACTION
MENU ANIMATION
Modeling the cadence
SMS
Create a map across touch-points
HELPFULLY CADENCE MAP What’s the timing of every interaction?
HELPFULLY CADENCE MAP What’s the timing of every interaction?
Name the clusters “Mobile start-up”
“Download coupon and bring it to the store”
“Webcentric check-in”
