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My software prototyping talk the Ohio University Innovation Engine Accelerator Summer 2013 program.
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Dan Rockwell
Program Manager of the Software Prototyping Center
Ohio State Technology Commercialization & Knowledge Transfer Office
Co-Founder at Big Kitty Labs
28 concepts, 7 startups, 3 years
fun with SPEED and code
LET’S PROTOTYPEapplause now
We’re all delusional until we get our asses kicked.
ownershipvision vs product
prototype’s purposestrategybuild it
parallel processingspeed is kinglie, cheat, steal
evolvefeedback cycle
the tale of traction
divvy up the rolespick a product lead
grant them ownershipget out of their way
the product will die if no one owns it
ownership
Vision is timeless, unlimited budget and composed of infinite possibilities- a product has 120 days to be real.
vision and product don’t mixat least not right now
your mission is momentummaking something is momentum
the sales guy preaches vision, you execute it
Vision speaks to who you could be,product is what you wake up to the next morning.
vision vs product
A prototype’s purpose is to get data.
purpose
screen strategythink points of interaction
land/inform
user account experience
admin panel (you)
featureville
enterprise on boarding
rails vs php vs don’t care get’r done
be mindful of enabling tech
staples apply to everything
build it
the tech really doesn’t matter
build it
no devsbe 1000 timesmore creative
have devs be 1000 times
more productive
you don’t needcode to get data
no money some money
parallel process
everything you do as the product lead should be focused on going fast
build your creative execution cycle to maximize SPEED
eliminate barriers and choke points(rubber necking, ownership, delegating, design, ux, data collection, code, project management,
knowing what’s happening and what’s next)
be the first to forgive yourself when the product sucks
SPEED
SPEED
THE PRODUCT
THE SPLASH
The first brand we’re comfortable with.
prototype, building it, accept that it is never ending
initial PR piece that tells people you’re coming, A/B test ground for vision and marketing messages, feature alignment
72 hours
120 days to beta
3 weeks
the brand you all eventually agree upon
SPEED THE PRODUCT
discovery
just thinking product...
2 weeks
120 days to beta
iteration 15 days
feed cycle3 days
iteration 22.5 weeks
iteration 32.5 weeks
Build what matters, not- logins, user accounts, payment systems, social
sharing components, about us pages.
Steal from everyone.
98% of your effort should be focused on realizing your idea.
Dressing isn’t traction. Traction is core concept failing miserably over multiple iterations to
decent momentum.
lie, cheat, steal
1st iteration is crap, barely works, looks like hell but your date is still interested, its built in 5 days with crushing all
nighters, massive brainstorms, sweet ah ha’s and pounding music. It is the first time the team feels alive.
It sets the pace of what’s to come.
evolve
2nd iteration is better, bit changes complete, adding some sauce, cleaning the core. Adding little extras while
we get some feedback.
3rd iteration after decent feedback is progressive. The thing is show-able more so than the first. Its no joke, its working.
Feedback is the bane and the lifeblood of the product lead. You learn to love and hate feedback. You must collect it all,
analyze for patterns and avoid rubbernecking at all costs.
As the product lead you have authority to say no to dumb feedback, especially if it takes you off course.
Likewise you have the authority to tell team members, not yet.
You are judged by the collective outcome of product,traction and momentum.
feedback
let’s get some feedback
apprenticealoud protocolgoal scenarios
avoid biaslet them stumble
tell me morewhy
the worst feedback
its nice
i think other people would love this
bad feedback turquoise makes me think of my mother in
the winter
tins? who has tins?
sacla is a horrible brand
logo makes me think of pants and my ass
icon for meat should be a cow
sainsbury, who goes there?
could be darker
feedback you can use i don't know if i can click these are not, are
they buttons?
pricing should be in $ based off my account
preferences
search should capture comments, descriptions
sainsbury doesn't stand out as much as most popular, i’m not sure where i’m at
is that a drop down?
the product
feedback collected and heard
more often
feedback with no pattern
iterativeoperational
feedback20minutes
to fix
vision orientated feedback you cant address
rubberneck ville
speed
build for productbuild for team synergy
build is tractiontraction is attractive
tale of traction
enable your story- lessons learned
- give back- document it
so let’s recap
own itlead it- be the product not the visionunderstand the prototypes purpose
what are you buildingparallel process, pr vs product, you can do both
tech doesn’t matterSPEED, SPEED, SPEED
do not build crap that doesn’t matterevolve through iterations
get feedback, analyze, act onthe tale story of how you’re making it happen
thanks, questions?
presented for Ohio University - Innovation Engine Accelerator 2013
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