Prototyping Your Experiences

1PAGEPROTOTYPING EXPERIENCES // Kiba Case Study

PROTOTYPING EXPERIENCES

Exploring Disruptive User Experiences

Before You Build Them

2PAGE

Design Research is a hunt for clues

about what to make.

PROTOTYPING EXPERIENCES // Kiba Case Study

3PAGE

One of our tools is asking questions.


4PAGE

What kind of yak would you like to ride?


5PAGE

I ride a

ll of th

e

time

I ride o

nce i

n a

while I rode o

nce

I’ve se

en ot

hers

ride y

aks

I’ve he

ard

abou

t riding

yaks

What?

DEPTH OF EXPERIENCE

VERY

EXP

ERIE

NC

ED

TOTA

LLY

UN

AWAR

E

Never

heard

of it,

but I u

nders

tand

what it

mea

ns.

EXPERIENCE LEVEL How much yak riding experience do you have?


6PAGE

DEPTH OF EXPERIENCE

VERY

EXP

ERIE

NC

ED

TOTA

LLY

UN

AWAR

E

I ride a

ll of th

e

time

I ride o

nce i

n a

while I rode o

nce

I’ve se

en ot

hers

ride y

aks

I’ve he

ard

abou

t riding

yaks

What?

Never

heard

of it,

but I u

nders

tand

what it

mea

ns.



7PAGE

DEPTH OF EXPERIENCE

NO

VICE

VERY

EXP

ERIE

NC

ED

TOTA

LLY

UN

AWAR

E

“Do you prefer to ride your yak bare back,or with a saddle?”

-Question for a Novice

I ride a

ll of th

e

time

I ride o

nce i

n a

while I rode o

nce

I’ve se

en ot

hers

ride y

aks

I’ve he

ard

abou

t riding

yaks

What?

Never

heard

of it,

but I u

nders

tand

what it

mea

ns.



8PAGE

It hap

pens a

ll

of the

time

It hap

pens o

nce

in a w

hileIt h

appen

ed

once

I’ve se

en it

happen

I’ve he

ard

abou

t it What?

DEPTH OF EXPERIENCE

NO

VICE

VERY

EXP

ERIE

NC

ED

TOTA

LLY

UN

AWAR

E

}Noise

“Do you prefer to ride your yak bare back,or with a saddle?”

-Question for a Novice

Never

heard

of it,

but I u

nders

tand

what it

mea

ns.



9PAGE

DEPTH OF EXPERIENCE

POTEN

TIAL C

USTO

MER

VERY

EXP

ERIE

NC

ED

TOTA

LLY

UN

AWAR

E“Do you think you’d ever try riding a yak?”

-Question for a potential customer

I ride a

ll of th

e

time

I ride o

nce i

n a

while I rode o

nce

I’ve se

en ot

hers

ride y

aks

I’ve he

ard

abou

t riding

yaks

What?

Never

heard

of it,

but I u

nders

tand

what it

mea

ns.



10PAGE

DEPTH OF EXPERIENCEPO

TENTIAL

CU

STOM

ER

VERY

EXP

ERIE

NC

ED

TOTA

LLY

UN

AWAR

E“Do you think you’d ever try riding a yak?”

-Question for a potential customer

} Noise

I ride a

ll of th

e

time

I ride o

nce i

n a

while I rode o

nce

I’ve se

en ot

hers

ride y

aks

I’ve he

ard

abou

t riding

yaks

What?

Never

heard

of it,

but I u

nders

tand

what it

mea

ns.



11PAGE


DEPTH OF EXPERIENCE

VERY

EXP

ERIE

NC

ED

TOTA

LLY

UN

AWAR

E

NO

VICE

EXPERT

BEGIN

NER

CURIOUS

AWARE

POTENTIAL CUSTOMER

I ride a

ll of th

e

time

I ride o

nce i

n a

while I rode o

nce

I’ve se

en ot

hers

ride y

aks

I’ve he

ard

abou

t riding

yaks

Never

heard

of it,

but I u

nders

tand

what it

mea

ns. Wha

t?


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Where does that leave disruptive experiences that nobody has experienced yet?


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How can we understand which experiences are desirable…

…before we make huge investments in making them feasible?


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If the question you want to ask requires more depth of experience…

…experience prototyping might be right for you.


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An Experience Prototype tries to bring key aspects of an experience to life, without having to create every aspect of the experience.


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A mechanical turk can tell you how people feel about a machine that plays chess, without having to make a machine that plays chess.


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Rough storyboards can help people understand the broad strokes of what the experience might be like.


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Better resolved storyboards bring more detail and tighter storytelling to the concepts.


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But at some point, the depth of experience you need requires an immersive prototype.

That’s when things get really interesting.


20PAGE

Imag

ining

MO

ST R

ESO

LUTI

ON

LEA

ST R

ESO

LUTI

ON

Explai

ning

Acting it

Out

Drawing a

picture

Making a

Quick Video

Having so

meone e

lse try

an as

pect o

f your e

xperi

ence

Making a

Storyboard

MORE EXPENSIVE AND TIME CONSUMING

Building Resolution …but just enough

Having so

meone e

lse try

multiple

aspec

ts of y

our exp

erien

ce

Trying yo

ur actu

al product


21PAGEPROTOTYPING EXPERIENCES // Kiba Case Study

22PAGE

Kiba TARGET EXPERIENCE

A camera is capturing what is happening in your

house

A computer is looking at the feeds from the camera, and

finding the “best clips.”

The “best clips” are sent to you in a feed, for you to

watch.

You cannot imagine how you lived without such

a device. Become a Vida

evangelist.

Kiba captures and curates life’s big little moments.


23PAGE

KIBA TARGET EXPERIENCE


house




watch.



evangelist.

Does anything worth watching happen in your

house?

What are the clips that users

want to see?

How much of what is

happening is interesting?

Why?

When and how do you want to consume those

clips?

Do you want to share them?

What are the high level take aways when

people see their own lives in a

new way?FUN

DA

MEN

TAL

QU

ESTI

ON

S


24PAGE


house





evangelist.

CAMERA THAT WE CAN ACCESS

REMOTELY

ALGORYTHMS THAT CAN

IDENTIFY “BIG, LITTLE

MOMENTS

A “FEED” OF VIDEOS.

TEC

HN

ICA

L H

UR

DLE

S CUSTOM HARDWARE

UNDERSTAND TARGETS, AND

CREATE SOFTWARE THAT

FINDS THEM.

CUSTOM UX, SOFTWARE AND

THE SERVERS TO RUN IT.


watch.



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How can we understand which experiences are desirable…

…before we make huge investments in making them feasible?


26PAGE


house





evangelist.

CAMERA THAT WE CAN ACCESS

REMOTELY

ALGORITHMS THAT CAN

IDENTIFY “BIG, LITTLE

MOMENTS

A “FEED” OF VIDEOS.

WO

RK

A

RO

UN

DS

DROPCAMHUMANS

LOOKING A LOTS OF VIDEO

INSTAGRAM


watch.



27PAGE

Recrui

t via

person

al

conn

ectio

ns

and Crai

g’s

List

DEPTH OF EXPERIENCE

We retu

rn to

watch

the m

ost in

teres

ting

video

s from

their

feed an

d talk a

bout

the ex

perien

ceDeploy

camera

s and

discus

s wha

t

users

antic

ipate

Users

experi

ence

feeds f

or 10

days.

Team members watch ALL of the video, extract clips and update the

feeds manually

KIBA EXPERIENCE PROTOTYPE


28PAGE

QUESTION ANSWER

Did anything happen in people’s homes?

YES! We saw lots of things happening. But what outsiders thought was interesting, and what users found interesting were different! Context is king.


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QUESTION ANSWERWhat clips did people want to see? How much of what is happening is interesting? Why?

The clips people found interesting were intensely personal. They weren’t funny cat videos—they’re videos of my cats, and only I really get why this is funny.


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QUESTION ANSWERWhen and how do you want to consume those clips? Do you want to share them?

There’s not as much happening, compared to social media. So the watching behavior is different.

And the audience is a lot smaller.


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QUESTION ANSWER

What are the high level take aways when people see their own lives in a new way?

Privacy is not having to exert the energy to keep up appearances.

Security just means I don’t have a reason to distrust you yet.


32PAGE

QUESTION ANSWER

What are the high level take aways when people see their own lives in a new way?

Everybody is worried about the potential for spying.

Everybody does some spying.


33PAGE


house




watch.



evangelist.

Exploring experience imperfectly informs the development of a more perfect experience



34PAGE

What questions should you be asking?


35PAGE

Ground Rules: Generative session: only add, don’t argue Build on the ideas of others: not an originality contest! Probe the nuances. Go for quantity: if it doesn’t hurt, it’s not working

Set up: Whiteboard, Team Members, One Hour


36PAGE

What are your guiding hypotheses: why and how might your product find a niche in people’s lives? How will it get their attention? Why will people care?

These are the things you WANT people to say about you.

(20 min)


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What are your dreaded hypotheses: how and why might your product fail to fit into people’s lives? Why might they lose interest? Why would they NOT care?

These are the things you are AFRAID people might say about you.

(20 min)PROTOTYPING EXPERIENCES // Kiba Case Study

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How well do you think you understand these hypotheses? Which have you investigated? How much do you trust the results?

PUT A CIRCLE IN FRONT OF EACH HYPOTHESIS THAT IS NOT WELL UNDERSTOOD.


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What are the most pivotal positive and negative hypotheses to investigate, from a customer experience standpoint?

PUT AN X IN FRONT OF EACH HYPOTHESIS THAT IS CRUCIAL TO YOUR CUSTOMER EXPERIENCE.


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Everything that has an X AND an O in front of it needs investigation!

How could you investigate those hypotheses?


41PAGE

Imagine a world where you can do anything you want. What would your experiments look like? Then bring it back to reality; what could a doable version of that experiment look like?How can you bring the key aspects to life as quickly and cheaply as possible?


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www.getkiba.com

[email protected]


http://www.getkiba.com

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Prototyping Your Experiences