The document discusses prototyping and provides guidance on conducting customer interviews to gather feedback on prototypes. It covers: - The importance of prototyping to visually express, test, and iterate on ideas through the double diamond design process of research, synthesis, ideation, and implementation. - Different types of prototypes including software, hardware, and data prototypes. - Best practices for conducting customer interviews including putting customers at ease, asking open-ended questions, actively listening without assumptions, and using probing questions to gain deeper insights. - The importance of thanking customers for their time and debriefing as a team to identify learnings.

1. February 9, 2017
Aliza Carpio, Jessica Cho, Laura Nunnery,
Madelaine Daianu
Prototyping
with mystartupXX

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What and why of prototyping
Who are you solving for? Primary and Secondary
Which type (various types) do you use (and examples)?
• Software, Data and Hardware
(20 min) Let's work in small teams
Developing a learning plan to get customer feedback
Wrap up (Review)
The Plan

3. Prototype

4. A prototype is a way to
visually express, test, and
iterate on your idea

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6. Double Diamond

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Research
insights into
the problem
Synthesize
areas you want
to focus on
Ideate on
potential
solutions
Implement
solutions that
work

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Who?
Primary and Secondary
What are we trying to
achieve for each
customer?

10. Software

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Prototyping Fidelities
Low Medium High

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What Fidelity Should I Use?
The fidelity of your prototype should match the fidelity of your questions.
The What
Am I building the
right thing?
The How
Am I building this thing
right?
VS.

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Prototyping Examples

14. Hardware

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Tom Chi: Google
Glass

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Rule # 1: Find the quickest path to experience
Rule # 2: Doing is the best kind of thinking
Rule #3: Use materials that move at the speed of thought to
maximize your rate of learning
3 Prototyping Rules from Tom Chi:

17. How does software and
hardware complement
each other?

18. Data

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A data prototype is a functional prototype that
has the objective to clean the data, create rules
to transform the data for certain purposes and
creates a dataset as a result of those rules
Data Prototyping

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Data Prototyping

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Innovate with Personalization: Amazon

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Measure the Success of Your Startup
Diagram adapted from the Lean Startup by Eric
Ries

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Measure the Success of Your Startup
Split-test Experiment
(A/B Testing)
Vanity Metrics vs.
Cohort-based Metrics
Offer different versions of the product
to customers at the same time to
understand impact of the variations
Don't only look at cumulative customer
numbers! Look at customer segments
(monthly/weekly) to understand
customer behavior

27. Lab
Rapid Prototyping

28. Rapid Prototyping
1. Generates ideas to problems you’re stuck on
2. Minimizes design flaws
3. Gain immediate user insights/ learnings
4. Saves time, costs and resources
If you can draw a line you can prototype

29. Rapid Prototyping
Customer Problem
Jane is late for the 4th time this
quarter and it’s only 6 weeks in. Her
professors are threatening to drop her
from the course if she doesn’t start
arriving on time. Jane struggles
finding parking and can’t leave earlier
because she works part-time at the
Bagel Shop in La Jolla. Her manager
won’t let her leave early because it’s
the busy time in the morning and
there are a lot new employees that
are still training.
How can we help Jane find parking
quickly within her tight schedule?
What data points would we collect
to help her timing and parking
problem?
Your Challenge

30. Rapid Prototyping
Roles
Greeter
Puppeteer
Scribe
Data Scientist

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Know your customers better than they know
themselves.
Learning from Customers (Learning Plan)

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INTERVIEWING BEST PRACTICES

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1. Think about what questions you want to ask
•Set goals so you can zero in on: what do you want to walk away knowing?
Steps to a Great Interview

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2.Put Customer at ease
•Introduce yourself and try to make the customer feel comfortable
•Build rapport – ask what they do, where they live, kids etc.
Steps to a Great Interview

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3.Questions should be open-ended and non-leading
Leading Questions
•Imply an answer “Isn’t this a good experience?”
•They force the respondent’s choice in one direction
What do you think of this? vs. Do you like this?
What would you do next? vs. Would you go here?
Neutral Questions
What are your reactions?
What do you think about the price?
How was the experience?
Leading Questions
You are upset by this, right?
Don’t you think that it’s a good price?
Wasn’t it a good experience?
Steps to a Great Interview

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“What is working today?”
“What is not working today?”
“What are your wish-fors?”
“What do you think about this idea?”
Your questions are a spring board -- Use them as a
guide for additional questions and probing
Sample Questions

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4. Ask your questions and listen actively
•Remember to focus on the details and probe for more
info
•Minimize how much you are talking – if you are talking,
you are not learning
•Don't assume you know the answer -- Test your
discoveries, “let me make sure I understand…”
Steps to a Great Interview

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When talking to customers:
“Play Dumb” / Be Neutral
•Don’t make assumptions. Stay neutral and objective.
Warmth and empathy
•Creating a non –threatening, accepting atmosphere
•Build rapport – ask what they do, where they live, kids etc.
Ask Open Ended Questions
•“What do you like”
•“what concerns do you have?”
Demonstrate incomplete understanding & PROBE
•Probe and rephrase to uncover the reasons / meanings behind attitudes / behavior
•Ask why, why, why, why…..Tell me more about why you…
Capture as many direct quotes as you can “xx”
•Listen for ‘Ahas’ / Surprises
Deep Customer Empathy: Interviewing

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Flow: Typical Qualitatives Description 1 hour
INTRODUCTION Moderator & participants introduce
themselves. Guidelines are set.
10 minutes
GENERAL QUESTIONS Ask low anxiety / general questions
current product use)
• What’s working?
• What’s not working?
• Wish-fors?
10 minutes
IN-DEPTH / PROBING
QUESTIONS
Increasingly more in-depth questions 30 minutes
CLOSING Summarize opinions
Ask for any additional information
See if your group has any other
questions
10 minutes
Building a Discussion Guide: Framework

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Flow: Typical Qualitatives
INTRODUCTION
GENERAL QUESTIONS
IN-DEPTH / PROBING QUESTIONS
CLOSING
Description
Hi, My name is ____ and I’ll be your interviewer today. Today we’re going to be talking
noodles. We’ll first talk about your experiences and then we’ll look at some new
Today I’m interested in getting your opinions on different topics. There are no right or
answers.
Tell me a little about yourself. Your name, who is in your household? What do you do?
So, let’s start to talk about your experience with using Noodles.
What type of noodles do you currently purchase? Probe: what brands / flavors?
When do you use noodles? On what occasions do you make Noodles? What times of day
use it? How do you prepare the noodles?
What do you like about using noodles? What do you dislike?
Share Noodle Ideas and Get feedback
What do you like? What are your concerns? Any other feedback?
Do you have any questions for me? Alright, well, I want to thank you for your
feedback. It has been very helpful.
Building a Discussion Guide: Framework

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Why Probing Questions
“I like Ramen Noodles. It’s convenient”
What does CONVENIENT mean?

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Elaboration
Tell me more about that ________
Give me an example of _________
Definition
What do you mean by……………
What does the term _________mean to you?
Clarification
How does that differ from………..
In what circumstances do you………
You said Ramen noodles were convenient. Tell me more about that.
Can you give me an example of when you would make Ramen
Noodles?
What do you mean when you say they are convenient?
What does the term convenience mean to you?
You’ve said that you make Ramen Noodles for your kids as a snack
after school but sometimes make them for yourself.
In what circumstances would you make Ramen noodles for
yourself?
Probing Questions

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5. Thank the customer!
•They are taking time out of their day to provide feedback.
•Tell them that you learned a lot from them (even if you didn’t!)
Steps to a Great Interview

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6. Debrief
•It’s important to debrief as a team
•What did you learn? What were surprises?
Steps to a Great Interview

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46. Thank You!
Any Questions?