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6. Product Design
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Goal: building a product customers want
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But how to find out what customers want?
Flickr:CLSB
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Thirty thousand new consumer products are launched each year. But over 90% of them fail— and that’s after marketing professionals have spent massive amounts of money trying to understand what their customers want.
Christensen et al.Marketing Malpractice The Cause and the CureHarv. Bus Rev. 2005 Dec;83(12):74-83, 152.
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"If I had asked people what they wanted, they would have said faster horses."
Henry Ford
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If there's one thing every junior consultant needs to have injected into their head with a heavy duty 2500 RPM DeWalt Drill, it's this: Customers Don't Know What They Want. Stop Expecting Customers to Know What They Want. It's just never going to happen. Get over it.
http://www.joelonsoftware.com/articles/fog0000000356.html
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Communicating with customers
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Ask people what they don't wantMost software surveys and research questions are centered around what people want in a product. "What feature do you think is missing?" "If you could add just one thing, what would it be?" "What would make this product more useful for you?"
What about the other side of the coin? Why not ask people what they don't want? "If you could remove one feature, what would it be?" "What don't you use?" "What gets in your way the most?"
More isn't the answer. Sometimes the biggest favor you can do for customers is to leave something out.
Innovation Comes From Saying No
[Innovation] comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.
—Steve Jobs, CEO, Apple (from The Seed of Apple's Innovation
http://gettingreal.37signals.com/
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So, what to do then?
1) Build something you like
2) Ask customers - the right way
3) Measure
4) Iterate
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1) Build something you like
You are the domain expert, others
- can’t imagine where (Vision) technology will lead to- can’t discriminate what’s feasible, what’s not
Building something you like
- is a good start- is a pre-condition to be successful (?)
Resource: Make Opinionated Softwarehttp://gettingreal.37signals.com/ch04_Make_Opinionated_Software.php
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2) Ask customers - the right way
Approaches that seem to work
A) Asking for desired outcome
B) Integrating a product feedback loop
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Asking for desired outcome
What job does the user/customer want
to get done?
purpose brand
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http://www.youtube.com/watch?v=H3fGwsrXuZw
Hiring a milk shake do get a job doneClayton Christensen
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Purpose Brand Example
Until 1960’s one single product
observational research showed:some customers have creative uses for the product
- adding the product to laundry detergent- mixing it into toothpaste- sprinkling it on the carpet- others placing open boxes in the refrigerator
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Purpose Brand ExampleJob focus may grow product categories
A purpose brand for each “job”
These products make now more than 90% of Arm & Hammers revenuesChristensen et al., Marketing Malpractice The Cause and the Cure, Harv. Bus Rev. 2005 Dec;83(12):74-83, 152.
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2) Ask customers - the right way
Two approaches that seem to work
A) Asking for desired outcome
B) Product feedback loop
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Lear
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Lear
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3) MeasureHal R. Varian Keynote at IJCAI 2009
http://videolectures.net/ijcai09_varian_cmt/
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3) MeasureTimothy Ferriss at LeWeb 2009
http://www.fourhourworkweek.com/blog/2009/12/13/how-to-create-a-global-phenomenon-for-less-than-10000/
What is special about Vision?In Terms of Product Design
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Special challenges for Vision Startups
Technological limits (e.g. object class recognition)
Novel usage concepts -> user education
High costs for product development
How we did it
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How we did it: Paperboy Purpose Brand
Direct application of job-based product design
Before After
kooaba Visual Search
Job 1/ Product 1
Job 2 / Product 2
Job 3 / Product 3
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How we did it: Paperboy Purpose Brand
PaperboyDelivers digital extras for print
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http://www.youtube.com/watch?v=wtCF8deqnFw
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How we did it:
polarrose.comusability tests with video recordings
user feedback
customer dialogues (packaging of technology)
Q & A
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ResourcesJoel on Software: Customers
http://www.joelonsoftware.com/articles/fog0000000356.html
37 signals getting real http://gettingreal.37signals.com/
Getting real: make opinionated Softwarehttp://gettingreal.37signals.com/ch04_Make_Opinionated_Software.php
Clayton Christensen: Milk Shake Job http://www.youtube.com/watch?v=H3fGwsrXuZw
Kathy Sierra: letting users get better at sthhttp://blog.businessofsoftware.org/2010/05/kathy-sierra-at-business-of-software-2009.html
User Voice www.uservoice.com
Get Satisfaction www.getsatisfaction.com
Hal Varian at IJCAI 2009 http://videolectures.net/ijcai09_varian_cmt/
Timothy Ferris at LeWeb 2009http://www.fourhourworkweek.com/blog/2009/12/13/
how-to-create-a-global-phenomenon-for-less-than-10000/