Itera&ng  on  the  Idea  

Glenn  Kelman  Redfin  

June  9,  2010  

Not  One  of  Them  Believed  Himself  Worthy  of  This!  

Opinionated  SoHware  is  Good  •  Personality  is  what  someone  doesn’t  like  •  The  world  is  starved  for  it  •  Cri&cs  are  hard  to  ignore  

Not  everyone  will  like  “Fantas2c  Mr.  Fox”;  and  if  everyone  it  isdid,  it  would  not  be  nearly  as  interes2ng  as  .  There  are  some  children  —  some  people  —  who  will  embrace  it  with  a  special,  strange  intensity,  as  if  it  had  been  made  for  them  alone.    

You’re  the  First  Customer  •  You  know  what  you  want  •  You  have  passion  for  the  product  •  Your  know  where  to  find  customers  

Untrained  Eye  on  Flickr  

The  Seven  Deadly  Sins  •  Our  project  is  to  please  •  The  seven  deadly  sins  •  “My  wallet  is  staying  right  where  it  is”  

Wave  a  Magic  Wand  •  Finding  the  problem  is  usually  the  problem  •  Look  for  emo&on  

•  Do  something  hard  

Randy  Stewart  on  Flickr  

What  I  Wish  There  Was  •  A  sent-­‐items  for  my  en&re  life  •  Micro-­‐commerce  macros  

•  One-­‐click  poli&cal  advocacy  •  Socially-­‐conscious  augmented  reality  

•  Hunch  for  fun  things  to  do  

ItNeverEndsss  on  Flickr  

Think  Like  a  Gamer  •  How  should  people  feel  •  Painterly  a\en&on  to  detail  •  Ability  to  surprise  

Focus  Group:  Just  Let  People  Talk  •  Engineers  should  par&cipate  •  Two  or  three  screenshots  are  enough  •  People  know  what  they  like,  not  why  

Usability  Studies  •  Use  design  firm  facility  •  Ask  people  to  complete  tasks  

•  Involve  everyone  

Surveys  •  Less  than  10  ques&ons  •  Free-­‐form  responses  avoid  skew  •  Numbers  drive  confidence  

Even  when  the  numbers  agree  with  his  intui&ons,  they  have  an  effect.  “If  you  have  an  intui&on  of  something  but  no  hard  evidence  to  back  it  up,  you  might  kind  of  sort  of  go  about  puang  that  intui&on  into  prac&ce,  because  there’s  s&ll  some  uncertainty  if  it’s  right  or  wrong.”  Knowing  the  odds,  Baaer  can  pursue  an  inherently  uncertain  strategy  with  total  certainty.  He  can  devote  himself  to  a  process  and  disregard  the  outcome  of  any  given  encounter.    

HazBoy  on  Flickr  

A  Retail  Sensibility  •  Bend  your  pride  to  love  •  Compete  with  your  successor  

•  Keep  values  constant,  not  product  

Get  Close  to  the  Transac&on  •  Serious  problems,  serious  money  •  Ask  customers  to  pay  you  

•  When  business  models  compete  you  win  

“If  I  Lose,  I  Will  Have  Lost  Nothing”  

Photo credit: Gregeichelberger on Flickr