P R O T O T Y P I N GT H E A R T O F

W H A T I S P R O T O T Y P I N GW H A T A R E W E B U I L D I N G T O G E T H E R ?

T H E T R U T HD E S I G N E R S T H I N K T H E Y A R E T H E U S E R

P I C T U R E O F S U C C E S SK N O W W H A T Y O U ’ R E M A K I N G A N D W H Y

P E R S O N I F I C A T I O NW H O I S T H I S T H I N G Y O U ’ R E B U I L D I N G

S O M E E X A M P L E S

• Apple Genius Bar

• Magician’s Assistant

• College Professor

• 24 Customer Support / Sales Dude

• Storyteller

T E M P E R T H E E X C I T E M E N TD O N ’ T B E B L I N D E D B Y Y O U R E M O T I O N S

D O C U M E N T T H E E X C I T E M E N TE M O T I O N S A R E N ’ T B A D , J U S T D I S T R A C T I N G

M A R K E T R E S E A R C HL O O K A T W H O I S D O I N G I T W E L L A N D , W E L L …

W H A T T O R E S E A R C H ?

• Are there direct competitors?

• Has someone else developed one of your features?

• Is there an app that feels like your product?

• Who is making money?

• Who would want to use this?

C O N D E N S E T H E V I S I O NH O W C A N Y O U S H A R E T H E V I S I O N W E L L ?

T H E E L E V A T O R P I T C HI T ’ S N O T J U S T A M A R K E T I N G B U Z Z W O R D

D E F E N S I B L E P O VK N O W T H E H O L E S I N T H E S T O R Y & S T A N D Y O U R G R O U N D

P I C T U R E O F S U C C E S SD E V E L O P E D A N D R E A D Y T O S H A R E

P R O T O T Y P I N G 1 0 1W H A T S H O U L D W E P R O T O T Y P E A N D W H Y

C O N S I D E R A T I O NT H E R E A R E N O D U M B I D E A S , K I N D O F

W H A T T O I N C L U D EW H E R E S H O U L D W E S P E N D T H E T I M E T E L L I N G T H E S T O R Y ?

G O O D T O I N C L U D E

• Key Features

• Differentiating Features

• Sexy Features

• Table-stakes Features

• Tip of the Hat Features

W H A T T O E X C L U D EW H A T E L E M E N T S A R E A L R E A D Y L E A R N E D O R A D D N O T H I N G T O T H E S T O R Y ?

E X C L U D E O R D I E

• Common Elements

• Known Elements

• Difficult Features

• Broken Flows

• Deadends

J O B S T O B E D O N ED E F I N E S I M P L E J O B S U S E R S N E E D T O A C C O M P L I S H A S A S T A R T

T H E P O I N T O F J T D B

• Define singular needs that can be solved

• Think in things a user is needing to accomplish

• Change your perspective fully to problem solving

• Keep things segmented well

• Keeps the focus on the user ( you are not the user )

M O R E O N J T B D

• MailChimp - Aarron Walter

• Clay Christensen’s Milkshake Marketing

• Official JTBD Site

• Just Enough Research from A Book Apart

• The Google Machine

K I S SY O U H A D T O K N O W I T W A S C O M I N G

Solve the problems that need to be solved. Attack the things that matter first.

Start with how it flows or moves. Think about how people will move through you app.

Start with sketching. You have more of an idea than you think.

You are probably thinking that you can’t draw. If a six year old can do it…

S T E P B A C KD O E S I T S T I L L M A K E S E N S E ?

C O M M O N M I S T A K E SL E A R N F R O M T H E F A I L S O F T H O S E B E F O R E Y O U

F A I L H A P P E N S

• Global Navigation

• Brand New isn’t always good

• Follow Patterns

• Consistency

• Know what has been learned

B U I L D T H E P R O T O T Y P EM E A S U R E S I X T Y T I M E S A N D C U T O N C E

F I N A L T H O U G H T ST H I N G S T O R E M E M B E R B E F O R E D I V I N G I N

Get feedback early and often. Socialize the design process.

Take all feedback seriously. People really care and you can learn a lot from feedback.

Don’t lose the excitement. You should never look like sad Kayne.

Remember the Picture of Success. Step back and measure often.

BEN JORDAN @benjordan

benjordan@invisionapp.com