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Startup By Design
An Introduction
9 out of 10 startups fail. 42 % of those polled cited lack of market need as the reason
Forbes, Jan 16th 2015
Why ?
Lean Startup
IDEAS
CODEDATA
BUILD
MEASURE
LEARN
SUCCESS!
IDEAS
CODEDATA
BUILD
MEASURE
LEARN
SUCCESS!
Doesnโt care how you arrived at the idea
i.e. Context doesnโt matter ( until the very end ).
It matters. A lot.
How designers create products
F O U R W O R L D S
P E O P L E
I D E A S
O F F E R I N G
N E E D S
P E O P L E
I D E A S
O F F E R I N G
N E E D S
How engineers create products
P E O P L E
I D E A S
O F F E R I N G
N E E D S
design for startups ?
4 jobs of a startup
ExperienceDesign
System Design
Experiment Design
Form Design
Experience Design
Design experience backwards
More than three in four millennials (78%) would choose to spend money on an experience or event over buying something desirable (Harris study)
Airbnbโs Story
2009
Team notices pattern
Paul Graham intervenes
They upgrade images
$400 per week one week later
$200 per week for 8 months
$200
$400
Sketch experience signature
DRIVING BACK FROM OFFICE
Find key moments and phases
O F F I C E C A R D R I V I N G S T O P P I N G A G I TAT I O N D R I V I N G H O M E
Phases ( Transitions )
Moments ( Actions )โข Leave
Office โข Find
car
โข Start car
โข Map route
โข Drive โข Huge Jam
โข Slowto Halt
โข Stuck forand hour
โข Honk,Shout
โข Drive angry
โข Park โข Enter home
angry
People want flow
System Design
Uber is a system not just an app
Booking Rating
System diagram for Uber.
Design the feedback loops first
Form Design
FORMS : P R O D U C T P E O P L E P O L I C Y
PRODUCT
PRODUCT
PRODUCT
PRODUCT
PRODUCT
To change how customers interact with the situation change product
PEOPLE
โ Welcome back Mr. Petrovskaโ
PEOPLE
โ Welcome back Mr. Petrovskaโ
PEOPLE
โ Welcome back Mr. Petrovskaโ
To change how customers feel about
the same situation change script and
roles
POLICY โ The customer is always rightโ
To change how everyone behaves,
change policy
Interaction design designs all interactions
Experiment Design
The Dyson Dual Cyclone
Number of Iterations
5,126
Business Model Canvas
How do you design an experiment ?
IF WE..THEN..RESULTING IN โฆ
Place a Bet
Bet # 1 of Experiment Library
Design the Test
Failure feels less threatening if you think of it as an experiment
Find the Moment
Change the experience in this scene
Challenge
Find moments and phases
Recipe Ingredients Prep Cook Plate Eat
Phases / Transitions
Moments / Actions
โข Pick a book
โข Find a recipe
โข Keep book in kitchen
โข Buy โข Store โข Stage
โข Measure โข Wash โข Portion โข Slice โข Blend
โข Read line โข Follow โข Watch โข Repeat
โข Present โข Serve
Sketch the experience
Pick a key moment
Recipe Ingredients Prep Cook Plate Eat
Phases / Transitions
Moments / Actions
โข Pick a book
โข Find a recipe
โข Keep book in kitchen
โข Buy โข Store โข Stage
โข Measure โข Wash โข Portion โข Slice โข Blend
โข Read line โข Follow โข Watch โข Repeat
What oz in gms?
Which step was I ?
What should it look like?
How long did it say ?
โข Present โข Serve
What should I make ?
ExperienceDesign
System Design
Form Design
Experiment Design
Early Feedback
โIโve been riveted for these two days. Why didnโt we start the week with this ?โ
- SHRUTI GUPTA, ENTREPRENEUR
Timing Matters
Design Influence
Startup Momentum
Hockey Stick Effect
Strategic TacticalPre-Acceleration Acceleration
Enough customers to generate commitment. Not enough to generate arrogance.
InSummary
Holistic
Experience
Systems Forms
Experiments
Plain English
Experience
Systems
Forms
Experiments
Moment
Journey
Job-to-be-doneEx
perie
nce
Sign
atur
eSi
gnat
ure
Expe
rienc
e
Show Me Your Business
Prob
lem
Sys
tem
Solution System
Point of Entry
Why Canโt You ?
Metaphor
Organising
Supporting
Hypothesis
Experiment LibraryExperiment Learnings
Business Model
Introduction Channel
Consum
ption Channel
Complements Lean Startup
BUILD
MEASURELEARN
BUILD
Experience
Systems Forms
Experiments
Startup By Design
An Introduction
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