product design: how to create a product

It’s NOT about the features, stupid!

Alex Barrera (@abarrera)IDCEE Kiev 2012

h!p://".slideshare.com/press42

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1. National Technical University of Ukraine (NTUU - KPI)

40.000+ 4.500/year

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20.000 8/15 technical

2. Kyiv Taras Schevchenko National University (KNU)

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15.000 11/20 technical

3. Karazin Kharkiv National University

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Stanford University, Palo Alto

15.300

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0

1

2

3

4

5

6

7ACM International Collegiated Programming Contest (2000 - 2012)

Russia China Poland

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7%9%

11%

13%

13%17%

30%

International Olympiad in Informatics (2000-2012)

USAPolandRussiaBelarusBulgariaCroatiaEstonia

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Face it, we aren’t good designers...

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We are too practical...

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The MAN CAVE

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Meritocracy, [mer-i-tok-ruh-see]

noun, plural mer-i-toc-ra-cies.

1. An elite group of people whose progress is based on ability and talent rather than on class privilege or wealth.

2. A system in which such persons are rewarded and advanced

3. Leadership by able and talented persons.

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We love total control!

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Too many choices!

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Paradox of choice - Barry Schwartzhttp://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html

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175 salad dressings

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Reducing the Cognitive Overload in Continuous Combinatorial Auctions: Evidence from an fMRI Study. Adomavicius, G., A. Dimoka, A. Gupta, P.A. Pavlou. 2009.

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Reducing the Cognitive Overload in Continuous Combinatorial Auctions: Evidence from an fMRI Study. Adomavicius, G., A. Dimoka, A. Gupta, P.A. Pavlou. 2009.

Emotions kicking in!

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http://www.slideshare.net/press42 @abarrera #tooManyFeatures

Startup Compass Typology

TypesMonths to

scaleTeam Market size Money raised Example

I: Automator 21 Tech heavy $11B $600KGoogle, Dropbox

IN: Social transformer 32 Balanced $13B $2.3M Twitter, 4SQ

2: Integrator 16 Balanced $7B $700KZendesk, Kiss

Metrics

3: Challenger 64 Business heavy $65B $4.1MAtlassian, Yammer

http://www.slideshare.net/press42 @abarrera #tooManyFeatures

Startup Compass Typology

TypesMonths to

scaleTeam Market size Money raised Example

I: Automator 21 Tech heavy $11B $600KGoogle, Dropbox

IN: Social transformer 32 Balanced $13B $2.3M Twitter, 4SQ

2: Integrator 16 Balanced $7B $700KZendesk, Kiss

Metrics

3: Challenger 64 Business heavy $65B $4.1MAtlassian, Yammer

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Startup Compass Typology

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iPod Case

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Engineers suck at naming...

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Simplicity 101

5 models: classic, mini, nano, shuffle, touch

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Simplicity 101

5 models: 920, 900, 800, 710, 610

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Simplicity 101

5 models: 920, 900, 800, 710, 610

11 f**king months!!

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“Focusing is about saying NO”Steve Jobs - 1997

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Core vision: Cool portable pocket device

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MPMan - 1998

Space: Useful

64Mb

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MPMan - 1998

Space: Useful

64Mb0.0625Gb

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RIO PMP300 - 1998

Design: Coolness

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RIO PMP300 - 1998

Design: Coolness

WTF??!

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RIO PMP300 - 1998

Design: Coolness

FUCKING UGLY!

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Size: Pocket

Personal Jukebox - (9.9 ounces) 4.86Gb - 1999

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Personal Jukebox - (9.9 ounces) 4.86Gb - 1999

iPod classic - (4.9 ounces) 5Gb - 2001

Size: Pocket

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Core vision: Cool portable pocket device

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Design mattershttp://www.ted.com/talks/don_norman_on_design_and_emotion.html

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Design isn’t photoshop!

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Design isn’t photoshop!Cool����������� ������������������  hip����������� ������������������  designer

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Pleasant things work better...

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Antenna-gate? WAT?!

Pleasant things work better...

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Emotion Design - Don Norman

Fear, unhappiness, anxiety – Laser focus

Relax, happiness - Broad focus

http://www.jnd.org/dn.mss/emotion_design.html

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3 Dimensions of Design

Visceral Behavioral Reflective

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Visceral dimension: Attractiveness

Symmetry,����������� ������������������  colors,����������� ������������������  fonts,����������� ������������������  etc.

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Behavioral dimension: functional & understandable

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Behavioral dimension: usable

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Reflective dimension: ego, image

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Reflective dimension: cultural convention

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Sexy helps ignore design faults

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Balance your design profile

0123456789

Visceral Behavioural Reflective

Balanced Nerdy

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Go fucking talk to customers!

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Find the essence of your product

Kill a Feature Day (KFD)

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Listen for the PAINnot the WHINING

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The more tangible, the more feedback

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The world is bigger than your room...

Fashion lovers ≫ Geek pragmatists

GET THE FUCK OUT!

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THANK YOU!

Alex Barrera alex@press42.com

Simply say... NO