aalto ventures program · role play game the card game the video low and high fidelity wireframes...
TRANSCRIPT
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AALTO VENTURES PROGRAM
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?What do we need to find out next?
Developing a new business:
Extract value out of uncertainty.Endless quest for information.
1. What information?2. How to get it?
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Levels of uncertainty
1) Unknown unknowns“Surprise”
2) Known unknownsEg blank boxes in canvas
3) Hypothesis (weak knowns)How reliable is the info?
4) Decision making foundationCan we make a decision?
Solution
Key metrics
Cost structure Revenue Streams
Channels
Unique value proposition
Customer segment
Unfair advantage
Problem
1.1.
2.2.
2.
3.4.
5.
6.
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? …
Interviews = verbal communication
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Let’s build a house!
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Perception of «a house»!
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? …
Experimentation and prototyping enhance verbal communication with artifacts
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Method to gain new data
Goals and examples Stakeholder involved
Artefact Price/performance
Pre-requisites
User research Understanding user situation and problem, using eginterviews, contextual research, observations
Yes No Low reliability Almost none
Other research Competitor analysis, expert interviews, benchmarking, calculations, modelling …
No No Variable, mostly setting context and boundaries
Experts, software,specific qualification
Experiments Analysing user behaviour andpreferences in a more neutral way
Yes Yes, but not of the end-product
Improvedreliability, a bit higher cost
Almost none
Prototyping Testing solution acceptance, eg. features, customer experience, usability, design and aesthetics
Yes Yes, subset of end-product
Best reliability, highest cost
Materials, certain qualification
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Example case
Starting point:
People have problems transporting big items
Outcome
Transport service tailored for second hand
market places
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Experiment: How big an item causes problems?
Experiment
• Bring different size boxes to Sello shopping center
• Ask people how they would transport the boxes home.
Outcome of experiment
Noone uses boxAdditional information
Beds and sofas bought on second hand market places cause problems
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Experiment: How much would a wan cost?
Experiment
• Set up a meeting with a wan company
• Discuss/ask for offer for wan + driver
Outcome of experiment
Price for wan + driverAdditional information
Cheapest time of the day 16-18
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Prototype: How much would a customer pay?
Experiment
• Post a fake add on tori.fi• Offer people calling about the
sofa to deliver it home at different prices
Outcome of experiment
Price range and % of customers interested in deliveryAdditional information
Scheduling of delivery key question
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Market research: How big is the market?
Experiment
• Search for relevant products ontori.fi
• Do count with some days in between to estimate turnaround
• Map relevant cases to find driving times
Outcome of experiment
Estimates of addressable market + length of wan routeAdditional information
-
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Prototype: Actual delivery
Experiment
• Find customers on tori.fi that sell bed or sofa.
• Offer to handle the delivery• Borrow a wan and do the actual
delivery
Outcome of experiment
Delivery was successfulAdditional information
Insights into how the delivery process would need to be structured
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*https://blog.leanstack.com/the-7-habits-for-running-highly-effective-lean-startup-experiments-f1daaa93f85b
1. Declare your expected outcomes upfront“If you simply plan on seeing what happens you will always succeed at seeing what
happens because something is guaranteed to happen.”
- Eric Ries, The Lean Startup
2. Make declaring outcomes a team sport
3. Emphasize estimation not precision
4. Measure actions versus words
5. Turn your assumptions into falsifiable hypotheses
6. Time-box your experiments
7. Always use a control group
Experimentation guidelines
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*https://designabetterbusiness.tools/tools/experiment-canvas
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*https://designabetterbusiness.tools/tools/experiment-canvas
BU
ILD
MEASURE
LEARN
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In teams make a plan of
your next experiment.
Be ready to present it.
20 min.
TASK #1
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Prototyping
• You can prototype anything!
• Build just enough to learn, no more
• Results always (more) unreliable than real life
Prototype parameters:
• A form of representation (paper, physical
object, digital ...)
• Quality / accuracy - details, realism
• Interactivity – can we interact with the
prototype?
• Lifespan – disposable or reusable?
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Prototypes
Role play game
The card game
The video
Low and high
fidelity wireframes
Small scale real
prototype
Sketches
Interactive
prototype Lego serious
game
Co-creation prototyping
workshop
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Sequence of prototypes in UX design process
Information
architectureSketches
Low fidelity
wireframes
High fidelity
wireframes
Interactive
prototypeMVP
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Information
architectureSketches
Low fidelity
wireframes
High fidelity
wireframes
Interactive
prototypeMVP
testing
Sequence of prototypes in UX design process
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Paper prototyping - sketches
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Paper prototyping -
sketches
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* UX design for customer relationship management for ISS Finland
Prototyping. Wireframes
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• Adobe XD
• Illustrator - Invision
studio
• Sketch
• Zeplin
• FIGMA
• Flinto
• MockFlow
• Balsamiq
• Webflow
• Framer
• etc.
Programs for prototyping
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Prototyping. High fidelity
wireframes9.
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The role play game
Example: project
“People’s
pharmacy project
for YTA” by Hellon
(Helsinki, Finland)
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The process
Full-scale cardboards mockups in
Hellon studio to simulate
prescription events involving staff
and customers.
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The process
The cardboard pieces had a coating
that invited participants to write and
draw on them.
For example, the hook for bags drawn
on the counter’s surface.
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Key project results
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The video
Example: the one-hour prototype - prototyping for Elmo's
Monster Maker iPhone App.https://www.youtube.com/watch?v=-SOeMA3DUEs&feature=youtu.be
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Elmo's Monster Maker
Story:
The prototype made
1 hour before crucial
meeting with client;
The prototype made
with simplest
materials for free.
Outcome:
The video was fun and
endearing;
It was also much more
persuasive than just
talking about ideas;
Client accepted the
feature.
Long-term
outcome:
Designers team
subscribed to the
law:
Never have a
meeting without
a prototype!
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Elmo's Monster Maker
Experiments are one way to
lower the bar in trying out an
idea. And the faster the
experiment, the more likely
you are to try.
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Small scale real prototype
A mock–up on Miera Street in Riga to test what the street profile would look and
feel like with combined tram and car lanes, wider sidewalks and real cycle lanes.* https://vimeo.com/110836621
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•14 meters long real installation
•Built in 3 days by 2 urbanists
•Remained in place for 1 week
•Founded by City of Riga for Riga
Capital of Culture event
Small scale real prototype
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The board game
Example: project a training model to put Stockmann’s new sales and service model into practice
with staff, by Hellon (Helsinki, Finland)
Training simulation sessions for the Stockmann sales trainers.
Stockmann diamond game
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• Conduct your experiment till
the 11th February
• Add report of the experiment to
the COO report for sprint 3
• Plan
• Execution
• Results/learnings
TEAM ASSIGNEMENTS
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• March 5 will be Prototyping
testing event.
• Prepare a prototype for your
concept and bring it to the
event for testing with your
peers.
TEAM ASSIGNEMENTS