AALTO VENTURES PROGRAM

Transcription

1 AALTO VENTURES PROGRAM

2 What do we need to find out next? Developing a new business:? Extract value out of uncertainty. Endless quest for information. 1. What information? 2. How to get it?

3 Levels of uncertainty Problem 1. Solution 2. Unique value propositi 2. on Unfair advantage 6. Customer segment 1. 1) Unknown unknowns Surprise 2) Known unknowns Eg blank boxes in canvas 3) Hypothesis (weak knowns) How reliable is the info? 4) Decision making foundation Can we make a decision? Cost structure 5. Key metrics 4. Channel s Revenue Streams 2. 3.

4

5 ? Interviews = verbal communication

6 Let s build a house!

7 Perception of «a house»!

8 ? Experimentation and prototyping enhance verbal communication with artifacts

9 Method to gain new data Goals and examples Stakeholder involved Artefact Price/ performance Prerequisites User research Other research Experiments Understanding user situation and problem, using eg interviews, contextual research, observations Competitor analysis, expert interviews, benchmarking, calculations, modelling Analysing user behaviour and preferences in a more neutral way Yes No Low reliability Almost none No No Variable, mostly setting context and boundaries Yes Yes, but not of the end-product Improved reliability, a bit higher cost Experts, software, specific qualification Almost none Prototyping Testing solution acceptance, eg. features, customer experience, usability, design and aesthetics Yes Yes, subset of end-product Best reliability, highest cost Materials, certain qualification

10 Example case Starting point: People have problems transporting big items Outcome Transport service tailored for second hand market places

11 Experiment: How big an item causes problems? Experiment Bring different size boxes to Sello shopping center Ask people how they would transport the boxes home. Outcome of experiment Noone uses box Additional information Beds and sofas bought on second hand market places cause problems

12 Experiment: How much would a wan cost? Experiment Set up a meeting with a wan company Discuss/ask for offer for wan + driver Outcome of experiment Price for wan + driver Additional information Cheapest time of the day 16-18

13 Prototype: How much would a customer pay? Experiment Post a fake add on tori.fi Offer people calling about the sofa to deliver it home at different prices Outcome of experiment Price range and % of customers interested in delivery Additional information Scheduling of delivery key question

14 Market research: How big is the market? Experiment Search for relevant products on tori.fi Do count with some days in between to estimate turnaround Map relevant cases to find driving times Outcome of experiment Estimates of addressable market + length of wan route Additional information -

15 Prototype: Actual delivery Experiment Find customers on tori.fi that sell bed or sofa. Offer to handle the delivery Borrow a wan and do the actual delivery Outcome of experiment Delivery was successful Additional information Insights into how the delivery process would need to be structured

16 Experimentation guidelines 1. Declare your expected outcomes upfront If you simply plan on seeing what happens you will always succeed at seeing what happens because something is guaranteed to happen. - Eric Ries, The Lean Startup 2. Make declaring outcomes a team sport 3. Emphasize estimation not precision 4. Measure actions versus words 5. Turn your assumptions into falsifiable hypotheses 6. Time-box your experiments 7. Always use a control group *

17 *

18 BUILD MEASURE LEARN *

19 TASK #1 In teams make a plan of your next experiment. Be ready to present it. 20 min.

20 Prototyping You can prototype anything! Build just enough to learn, no more Results always (more) unreliable than real life Prototype parameters: A form of representation (paper, physical object, digital...) Quality / accuracy - details, realism Interactivity can we interact with the prototype? Lifespan disposable or reusable?

21 Interactive prototype Small scale real prototype Role play game The card game Sketches Prototypes The video Lego serious game Low and high fidelity wireframes Co-creation prototyping workshop

22 Sequence of prototypes in UX design process Information architecture Sketches Low fidelity wireframes High fidelity wireframes Interactive prototype MVP

23 Sequence of prototypes in UX design process Information architecture Sketches Low fidelity wireframes High fidelity wireframes Interactive prototype MVP testing

24 Paper prototyping - sketches

25 Paper prototyping - sketches

26 Prototyping. Wireframes * UX design for customer relationship management for ISS Finland

27

28 Programs for prototyping Adobe XD Illustrator - Invision studio Sketch Zeplin FIGMA Flinto MockFlow Balsamiq Webflow Framer etc.

29 Prototyping. High fidelity wireframes 9.

30

31

32 The role play game Example: project People s pharmacy project for YTA by Hellon (Helsinki, Finland)

33 The process Full-scale cardboards mockups in Hellon studio to simulate prescription events involving staff and customers.

34 The process The cardboard pieces had a coating that invited participants to write and draw on them. For example, the hook for bags drawn on the counter s surface.

35 Key project results

36 The video Example: the one-hour prototype - prototyping for Elmo's Monster Maker iphone App.

37 Elmo's Monster Maker Story: The prototype made 1 hour before crucial meeting with client; The prototype made with simplest materials for free. Outcome: The video was fun and endearing; It was also much more persuasive than just talking about ideas; Client accepted the feature. Long-term outcome: Designers team subscribed to the law: Never have a meeting without a prototype!

38 Elmo's Monster Maker Experiments are one way to lower the bar in trying out an idea. And the faster the experiment, the more likely you are to try.

39 Small scale real prototype A mock up on Miera Street in Riga to test what the street profile would look and feel like with combined tram and car lanes, wider sidewalks and real cycle lanes. *

40 Small scale real prototype 14 meters long real installation Built in 3 days by 2 urbanists Remained in place for 1 week Founded by City of Riga for Riga Capital of Culture event

41 The board game Stockmann diamond game Example: project a training model to put Stockmann s new sales and service model into practice with staff, by Hellon (Helsinki, Finland) Training simulation sessions for the Stockmann sales trainers.

42 TEAM ASSIGNEMENTS Conduct your experiment till the 11 th February Add report of the experiment to the COO report for sprint 3 Plan Execution Results/learnings

43 TEAM ASSIGNEMENTS March 5 will be Prototyping testing event. Prepare a prototype for your concept and bring it to the event for testing with your peers.