Can Machines Design?

DESIGNTHINKING

autonomusCANVAS

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CAN MACHINES DESIGN?

conceptionwhat

howCONFIGURATION

how HUMANS DESIGN?

analyze the CONTEXT

select opportunitiesdesirable

feasible

viable

PROTOTYPING

define FEATURES

propose strategies

collect data

how HUMANS DESIGN?

analyze the CONTEXT

select opportunity

PROTOTYPING

define FEATURES

propose strategies

collect data

DECISIONMAKING

DATAMINING

can MACHINES DESIGN?

desirable

feasible

viable

data mining

internet app analytics PRE-PROCESSINGBY HUMANS

customers.xml

competitors.xml

business.xml

data mining

customers.xml competitors.xml

<personas>

<persona><name>James</name><region>North America</region><social class>Middle class</social class><age>Thirties</age><big area>BUSINESS</big area><downloads>HIGH</downloads><gross>MEDIUM</gross><timelife>MEDIUM</timelife><image>persona_james.png</image><description>James is look for a new job after working for 3 years in the Underwriting department of Acme Insurance. At 34 years old, James is extremely active. He surfs twice a week in the summer and swims lapse three times a week in the winter. He actively uses apps for business productivity, discovering job opportunities and business training. He usually makes fitness at his freetime.</description></persona>...

</personas>

<activities>

<activity><title>medicine</title><big area>HEALTH</big area><downloads>MEDIUM</downloads><gross>HIGH</gross><timelife>HIGH</timelife><competitors>MEDIUM</competitors><description>take medicine with controlled time many times a day</description><persona>James</persona><persona>Mary</persona> <persona>Robert</persona></activity>...

</activities>

<competitors>

<competitor><name>Snapseed</name><big area>LIFE STYLE</big area><downloads>HIGH</downloads><gross>LOW</gross><timelife>LOW</timelife></competitor>...

</competitors>

<features>

<feature> <reference>Snapseed</reference><description>users can crop their scenes</description><activity>photography</activity><keep>yes</keep><raise>yes</raise><create>no</create></feature>…

</features>

DESIRABILITY FEASIBILITY VIABILITY

business.xml

<arm>

<acquisition><strategy>Offers by email</strategy><description>Ads based on mailing lists</description><downloads>MEDIUM</downloads></acquisition>…

<retention> <strategy>notifications</strategy><description>Use notifications wisely</description><timelife>LOW</timelife></retention>…

<monetization><strategy>Sponsored content</strategy><description>Content sponsored by brands, including in-app virtual goods, or “limited-time only” features</description><gross>LOW</gross></monetization>…

</arm>

decision making

select opportunity

define FEATURES

select customer profile

select competitors

propose strategies

PROPOSE USER ACQUISITION PROPOSE USER RETENTION PROPOSE MONETIZATION

select customer ACTIVITY

DEFINE FEATURES TO KEEP

IDENTIFY APP OPPORTUNITY

DEFINE FEATURES TO raise DEFINE FEATURES TO create

SELECT OPPORTUNITY

CUSTOMER

ACTIVITIY

DEFINE FEATURES

Barbara

North America

Middle class - Thirtties

Barbara is a 35 years old computer programer. Barbara controls your finances with precision. She still greatly enjoys an active social life - including her regular rpg night every week and going out for meals with friends. She loves to play hardcore games, including first-person shooters, role-playing and wargames. As an active person, she also loves to ride a bike on weekends on mountain trails.

TO REDUCEinvests micro percentage of every purchases

connect to her bank account

TO RAISEsuggests limits for extra expenses according to patterns of receipts and expenses

TO CREATEfacial recognition

Make an app to help Barbara to control all her expenses

downloads potential - MEDIUMlifetime average - HIGHmonetization potential - HIGHamount of competitors - HIGH

ACQUISITIONAds in social network

Events

Ads in apps

RETENTIONsocial commitment

cascading information

MONETIZATIONPercentage on in-app transactions

Sponsored content

PROPOSE STRATEGIES

AUTONOMUS DESIGN

SELECT OPPORTUNITY

CUSTOMER

ACTIVITIY

EVALUATE DESIRABILITY

Barbara

North America





the opportunity meets the desires of potential users?

can improve

meets the desires

partially meets the desires

does not meets the desires

the opportunity has a great number of potential customers?

It has millions of users

It has thousands of users

It has few users

how much the opportunity is important to the customer's life?

it is very important

It is important

it is not important

OKcancel

ASSISTED DESIGN

SELECT OPPORTUNITY

CUSTOMER

ACTIVITIY

validate desirability

James

Middle class - Thirties

First stage of tertiary education.

Actively uses apps for business productivity, discovering job opportunities and business training.

follow companies

offers a quick-search straight

can specify your range

data from newspapers

TO RAISEconnect with Executives

connect with recruiters

TO CREATE

Make an app to help James to looking for a new job

Ads based on mailing lists

Paid posts in social networks like Facebook

RETENTIONemail alerts

MONETIZATION

assisted design

assisted design

assisted design

assisted design

assisted design

assisted design

can improve

SELECT OPPORTUNITY

1 | 37

RobertNorth America

Middle class - Aged

Robert is a 60 year old grandad. Recently retired, Robert spends most days pottering around the garden and playing golf. At weekends, he enjoys walking in the countryside with his wife. Robert doesn’t see himself as old. He enjoys discovering, reading and sharing books with friends. Robert likes to plays slots games in a freetime.

CUSTOMER help

OKcancel

DESIGNTHINKING

autonomusCANVAS

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ASSISTED DESIGN


EVALUATE DESIRABILITY desirable EVALUATE feasibility can improve

the team will need to outsource the features production?

outsource nothing

outsource some features

outsource all

the team is motivated by the opportunity?

fully motivated

partially motivated

it is not motivated

what percentage of the budget will be needed to produce the features?

it costs less than 50%

it costs between 50% and 100%

it costs more than 100%

OKcancel

SELECT OPPORTUNITY

CUSTOMER

ACTIVITIY

DEFINE FEATURES

Barbara

North America



TO REDUCEinvests micro percentage of every purchases

connect to her bank account

TO RAISEsuggests limits for extra expenses according to patterns of receipts and expenses

TO CREATEfacial recognition


ASSISTED DESIGN


SELECT OPPORTUNITY

CUSTOMER

ACTIVITIY

validate desirability validate feasability

define FEATURES

James




TO KEEPfollow companies






TO CREATEallows post bite-sized videosMake an app to help James to

looking for a new job

Ads based on mailing lists



assisted design

assisted design

assisted design

assisted design

assisted design

desirable can improve


OKcancel

manages your daily tasks with accuracy

attend the gym three times a week to keep fit

looking for new job oppor-tunities

keep up to date with cour-ses and workshops

help

DESIGNTHINKING

autonomusCANVAS

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ASSISTED DESIGN


ACQUISITIONAds in social network

Events

Ads in apps

RETENTIONsocial commitment

cascading information

MONETIZATIONPercentage on in-app transactions

Sponsored content

PROPOSE STRATEGIES

retention strategies are motivating for the user's profile?

the kind of thing that attracts them

are attractive, but could be better

are not attractive for this profile

the acquisition strategies reach enough users?

more than we would like

what we would like

less than we would like

monetization strategies are usual for the user's profile?

these are the ways they spend

they spend more on other ways

they do not usually spend

OKcancelEVALUATE DESIRABILITY desirable EVALUATE VIABILITY can improve

SELECT OPPORTUNITY

CUSTOMER

ACTIVITIY

Barbara

North America




ASSISTED DESIGN

SELECT OPPORTUNITY

CUSTOMER

ACTIVITIY

validate viabilityvalidate desirability validate feasability

define FEATURES

James




TO KEEPfollow companies






TO CREATEallows post bite-sized videosMake an app to help James to

looking for a new job

ACQUISITIONAds based on mailing lists



MONETIZATIONOffers users in-app upgrades

PROPOSE STRATEGIES

assisted design

assisted design

assisted design

assisted design

assisted design

assisted design

assisted design

assisted design

desirable feasible can improve

PROPOSE FEATURES MONETIZATION

OKcancel

Sponsored content Offers users in-app upgra-des

In-app consumables Percentage on in-app tran-sactions

M M M MDESIGNTHINKING

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ASSISTED DESIGN


turing test

3.4 3.5 3.2 2.9

3.5 3.3 4.1 2.9

3.6 3.5 3.4 2.1

4.4 3.4 4.1 3.5

PROJECT AASSISTED

PROJECT BASSISTED

PROJECT CAUTONOMUS

PROJECT DAUTONOMUS

CRIATIVITYFEASIBILITY VIABILITYSUITABILITY

DESIGNTHINKING

autonomusCANVAS

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YES, WE CAN!