PRODUCT

DEVELOPMENT
WORKSHOP

Asma Karoobi

MINIMUM VIABLE PRODUCT

The first step is figuring out the problem that needs to be solved
and then developing a minimum viable product (MVP)
Inproduct development, theminimum viable product(MVP) is
the product with the highest return on investment versus risk.

MINIMUM VIABLE PRODUCT

A minimum viable product has just those core features that allow
the product to be deployed, and no more.
The product is typically deployed to a subset of possible customers,
such as early adopters that are thought to be more forgiving, more
likely to give feedback, and able to grasp a product vision from an
early prototype or marketing information.

MINIMUM VIABLE PRODUCT

It is a strategy targeted at avoiding building products that
customers do not want, that seeks to maximize the information
learned about the customer per dollar spent.
An MVP is not a minimal product, it is a strategy and process
directed toward making and selling a product to customers. It is an
iterative process of idea generation, prototyping, presentation, data
collection, analysis and learning.

TECHNOLOGY ADOPTION
LIFECYCLE
Innovators had larger farms, were more educated, more prosperous and
more risk-oriented
Early adopters younger, more educated, tended to be community
leaders, less prosperous
Early majority more conservative but open to new ideas, active in
community and influence to neighbors
late majority older, less educated, fairly conservative and less socially
active
laggards very conservative, had small farms and capital, oldest and

TECHNOLOGY ADOPTION
LIFECYCLE

INNOVATORS AND THE

EARLY ADOPTERS
The innovators and the early adopters should be the main
target for the majority of the people , because they
eventually are the sneezers of the group, they are the people
in fact who look at your work and spread it to the early and
late majority

MARKET SEGMENTATION
Market segmentation pertains to the division of a market of
consumers into persons with similar needs and wants.
Market segmentation allows for a better allocation of a firm's finite
resources. A firm only possesses a certain amount of resources
wikipedia

GEOGRAPHIC
SEGMENTATION
Marketers can segment according to geographic criterianations,
states, regions, countries, cities, neighborhoods, or postal codes
Geographic Segmentation is important and may be considered the
first step to international marketing, followed by demographic and
psychographic segmentation.

DEMOGRAPHIC
SEGMENTATION
Segmentation according to demography is based on variables such
as age, gender, occupation and education level or according to
perceived benefits which a product/service may provide.

BEHAVIORAL SEGMENTATION
Behavioral segmentation divides consumers into groups according
to their knowledge of, attitude towards, usage rate, response,
loyalty status, and readiness stage to a product.

PSYCHOGRAPHIC
SEGMENTATION
Psychographic segmentation, which is sometimes called Lifestyle. This
is measured by studying the activities, interests, and opinions (AIOs) of
customers.
It considers how people spend their leisure, and which external
influences they are most responsive to and influenced by.
Psychographic is highly important to segmentation, because it
identifies the personal activities and targeted lifestyle the target
subject endures, or the image they are attempting to project.

PERSONA
Persona is an unreal character that is represented a group of users
and consumers needs. Actually instead of talking about each one
of the users during the design we can rely on persona.
It is really important to remember that conducting research before
writing persona is necessary, unless it is just about the opinion of
writer.

PERSONA
We can bring persona to life by adding some information like name,
face, job title and some social attributes.
These items do not have significant impact on the product design
but help designer to feel they are real and vivid.

PERSONA IS THAT PERSONA EXPRESS

BEHAVIOR PATTERN NOT SET OF
SKILLS AND TASKS ABOUT USERS.

Persona describes the

way that user does
something and why act in
a particular way beside
their skills, they routine
tasks, attitudes and
environment, etc.

HOW TO CREATE PERSONA

Persona will create based on research. One-on-one interview with
various types of people can demonstrate the behavior pattern of
users; this pattern clears after almost 30 interviews.
We consider one persona for each category and prepare
foundation document for each persona as a storehouse for
information about that persona.

THIS ONE REPRESENTS THE GROUPS

OF PEOPLE WHO THE PRODUCT
DOESNT DESIGN FOR THEM.

Anti-Persona

BENEFIT OF CREATING
PERSONA
Users' goals and needs become a common point of focus for the team.
The team can concentrate on designing for a manageable set of personas knowing that
they represent the needs of many users.
They are relatively quick to develop and replace the need to canvass the whole user
community and spend months gathering user requirements.
They help avoid the trap of building what users ask for rather than what they will actually
use .
Design efforts can be prioritized based on the personas.
Disagreements over design decisions can be sorted out by referring back to the personas.

NEED WANT DEMAND

Definition

WHAT IS THE SMALLEST OR LEAST

COMPLICATED PROBLEM THAT THE
CUSTOMER WILL PAY US TO SOLVE?

DEMANDS!

DEFINE A PROBLEM
Finding an idea for your project requires you to identify the needs of
yourself, another person, or a group of people.
The act of looking at the world around you to identify these needs
is called need finding.

FIVE WHYS
5 Whys is an iterative question-asking technique used to explore
the cause-and-effect relationships underlying a particular problem.
The primary goal of the technique is to determine the root cause of
a defect or problem by repeating the question "Why?"
Each question forms the basis of the next question.

POWERFUL QUESTIONS
What seems to be the trouble?
What concerns you the most about _________?
What is holding you back from _________?
What seems to be your main obstacle to _________?

NEED FINDINGBRAINSTORMING USER

NEEDS
This part focuses in on using the notes/findings from the previous
step, to brainstorm a list of specific user needs; opportunities for
design innovation that would enable better support to an activity.
We were encouraged to list as many ideas as possible and to include
as many relevant people as possible to help. All ideas are good ones
and the aim was to generate at least 15 plus. At this stage, we were
not looking for solutions yet just user needs and goals

NEED FINDING: OBSERVE

HOW PEOPLE DO THINGS
By watching people we tend to learn their goals and values and
come

up

with

design

insight

which

uncovers

user

needs,

breakdowns, clever hacks and opportunities for improvement. This

is how entrepreneurs go about finding new opportunities and
business ideas.
For User Experience designers, you want to observe people
performing a particular tasks in the actual environment.

DEFINE A PROBLEM
Once you have found an idea for your project, describe the problem
by writing a problem statement. Your problem statement must
answer three questions:
What is the problem or need?
Who has the problem or need?
Why is it important to solve?

DEFINE A PROBLEM
The format for writing a problem statement uses your answers to
the questions and follows these guidelines:
Who need(s) what because why.
_____ need(s) _________ because ________.

Before moving forward with an idea for your engineering project, be

sure to evaluate your problem.

FOCUS GROUP
In usability engineering, a focus group is a survey method to collect the
views of users on software or a website.
This marketing method can be applied to computer products to better
understand the motivations of users and their perception of the product.
Unlike

other

methods

of

ergonomics,

focus

group

implies

several

participants: users or future users of the application.

The focus group can only collect subjective data, not objective data on the
use of the application as the usability test for example

FOCUS GROUP
The analysis of focus group data presents both challenges and
opportunities when compared to other types of qualitative data.

There is a danger that a consensus can be assumed when not

every person has spoken: the researcher will need to consider
carefully whether the people who have not expressed a view can be
assumed to agree with the majority, or whether they may simply be
unwilling to voice their disagreement.

QUESTIONS: GOOD AND BAD

Dont ask:
Hypothetical scenarios
How often they do something. Youd
get biased answers.
Leading questions
Ask Yes/No questions
Rating on absolute scale

Do:
Ask open ended questions
Ask

concrete

many

question.

times

you

Give

some

Like,

how

didactivitylast

week.
Listen.

time

to

participants to tell the real story.

the

SCENARIO
In the world of user experience design ascenariois basically a
story about someone (usually your users) using whatever is being
designed to carry out a specific task or goal.how Sarah buys a
airplane ticket on a website for her journey home (goals and
context are important).
Scenarios can be very detailed, all the way to very high level but
should at least outline the who, what, when, where, why, and
how of the usage.

SCENARIO
1. What the user does. Remember to focus on what happens, not necessarily how it

happens. For example, Sarah wants to buy an airplane ticket for her journey.
2. Any comments or information that you feel is important at this step. For example,

you might want to make a note that might be a charter ticket will be available.
3. Any questions or assumptions that arise are this step that youll want to resolve. For

example, will she need a hotel at this journey.

4. Any ideas or good suggestions that people have. For example, it would be good to

give an advise paper about best restaurant at that city.

MAKE SOMETHING USEFUL

User scenarios are a very handy tool when designing user
interfaces. It is not only important to get to know the actual users,
but to understand the goals these users have.
Only when we know who does what on our website, how and why
they do it, we can define design requirements concrete enough to
actually meet them. So we need to narrow down the often broad
content we offer on our website, to specific goals our users have
and summarize them in user scenarios

BENCHMARKING
Benchmarking is the process of comparing one's business
processes and performance metrics to industry bests or best
practices from other companies

ROBERT CAMP: THE 12

STAGE METHODOLOGY
1. Select subject
2. Define the process
3. Identify potential partners
4. Identify data sources
5. Collect data and select partners
6. Determine the gap
7. Establish process differences
8. Target future performance
9. Communicate
10. Adjust goal
11. Implement
12. Review and recalibrate

SWOT
1. Strengths: characteristics of the business or project that give it
an advantage over others.
2. Weaknesses: characteristics that place the business or project at
a disadvantage relative to others.
3. Opportunities: elements that the project could exploit to its
advantage.
4. Threats: elements in the environment that could cause trouble
for the business or project.

YOUR TURN !

The End! DAY1