Startup Seminars - Prototyping

fluxx.uk.com @poleydee @fluxxstudios © 2016 – All rights reserved Fluxx Ltd.
Prototyping
Paul Dawson, Partner at Fluxx

/ ThePaulHasToProve
HisCredsToStandUp
HereAndLectureOn
ThisTopicBit / (in 60 seconds or less)

For twelve years
“Clear leaders in Europe for
user-centred design”
Forrester, 2006

Fluxx is a product and service innovation company,
encouraging large companies to behave like start-
ups, to see big thinking brought to life

A varied client list

@poleydee fluxx.uk.com © 2015 – All rights reserved Fluxx Ltd.
Disrupting
the high street

Create new startup
businesses for existing ones

We help big
companies
do new
things
in new
ways

The Audience tonight
No longer want a prototype
Now want a prototype
Will do my prototype differently
Came to totally the wrong lecture, but met some
great people and had fun

What is a
prototype?
Starting at the
beginning

Definition
From the Greek:
 PROTOS: first TYPOS: form
/ A prototype is an early sample, model, or
release of a product built to test a concept
or process or to act as a thing to be
replicated or learned from.

Who?
/ Designed a phone that
inspired a generation
/ Re-invented a familiar
household object for a
new era
/ Pioneered a focus on
prototype testing
/ Made the world feel like a
smaller place
Guess who?

Guess who?
new era
prototype testing
smaller place

Henry Dreyfuss, 1904-1972
new era
prototype testing
smaller place

“With a prototype, customers don’t
have to imagine a product, they are
already experiencing it”
Marty Numeier, The Brand Flip

You can prototype anything
The mainstay of any properly user-centred design process
It’s how you test products with end users before you invest
in making it for real
/ Cheap
/ Fast to make
/ Easy to change

What do you want a prototype to prove or test?
Desirability
Will people
value it?
Viability
Can we make a
business from it?
Feasibility
Can it be built?
Brand
Pricing
Service Design
Experience Design
Product or UI Design
To get investment
Business Design
Operational Design
Cost to operate
Commercial Models
Required investment
Technology or
materials proof
Process
Technology
Legal or regulatory
Compliance
Cooperation of
partners

fluxx.uk.com
To test the technology

fluxx.uk.com © 2016 – All rights reserved Fluxx Ltd.
To test a new business

To test a new way of operating
The ‘thin slice’

Reasons to use a prototype #1
“Bringing
an idea
to life”

So, we’ve got this
idea and we’re
looking for some
backing….
“So show me
how it would
work”
Bringing your idea to life

Not sexy
Designed for the small screen

The Big Screen is good at telling stories

/ Should:
 Tell a story – scenario based
 Be larger than life
/ Should not:
 Be usable
 Probably not even interactive
To bring an idea to life, your prototype…

/ Your idea is so
horrendously complex
that the detail of how it
works is really, really,
important
/ In which case… maybe
you should try to simplify
because nobody’s going
to buy it if it’s so
complicated!
Only resort to detailed UI
prototyping at this stage if…

“We want to
model how
something
could work”

How do you prototype a service?
/ Try it, see how
people react
/ It’s the easiest thing
to prototype
/ Honestly, it is easy
But if you can’t actually
deliver the service…

And a couple of years later…

“Making a
usable UI”

Why prototype?
/ It is the ONLY way you will
find out if your design is any
good
 Do people get it?
 Can they use it?
/ It is the best way to
communicate with
developers
/ You find problems you never
even knew existed
/ How do you use it?
 Usability testing – you set
people a goal, and see if
they can achieve it
 Thinking aloud protocol
 Come to great interaction
labs like the one here at City

It’s at the heart of every user-centred
design process

/ Vertical
 Real interaction, real data,
but a thin slice
/ Horizontal
 Very little is real, but shows
a lot of potential features
/ Scenario
 ‘Golden path’ – shows a
very particular user journey
UI Prototype Choices
Low Fidelity
Paper, scamps, wireframes
High Fidelity
Clickable, working, populated
with real content

/ Axure
/ Balsamiq
/ Mockplus
/ JustInMind
/ Origami
/ Webflow
/ Proto.io
/ Framr
There are plenty of tools

/ Beware ‘hinted’ features, they
only lead to commitment
/ Always test it in the most ‘real’
environment
/ You MUST throw them away
before you start coding for real
/ ONLY use them for usability
testing – to test the design of an
interface to see if it supports
user goals
Golden UI Prototype Rules

Lean Experimentation
The Minimum Viable
Product (MVP) is the
SMALLEST thing we can
make to advance the
understanding of our idea

We call it an experiment
/ Hypothesis
/ Method
/ Expected outcome
/ Controlled variables

A true story:
A client of ours was struggling with a thorny issue

It involved using customers’ personal
data in a way we believed
they would value
But equally…

They might go nuts and
call the Daily Mail

So we created an experiment
to find out one way or the other

It totally flopped
Only 24% accepted the idea and said they would opt in

So we put it live anyway

96% of people just did it
without even thinking about it
(and if they hadn’t, it was a small enough experiment
that nobody would have noticed)

There’s what people say they’ll do
then there’s what they actually do…

What this proves…
Is that people’s reaction to a test or task is greatly
dependent on their awareness of the purpose of the test

Some experiment methods
/ Get as ‘real’ a reaction as
possible
/ People shouldn’t be
aware that they are
being asked for feedback
/ They’re rarely sustainable
in the long-run

Experiment Methods: The Pop Up
Create something that also relies on our core hypothesis – either a
cheaper version of our ‘big idea’ or something else entirely

Experiment Methods: The fake door

Methods: The Look-a-Like
Deliver the service personally

Red BrownYellow Green Blue BlackPink
Techniques: Wizard of Oz

The “winnings card”
/ Hypothesis:
 If we make customers money easy to get at, they
won’t withdraw it every time they have a win
 But they might just grab it all, faster, and then we’re
screwed

fluxx.uk.com © 2016 – All rights reserved Fluxx Ltd.
Picking the right technique
We need to understand
what people will value
without investing too much
Lean Experiments
We are looking for support
and feedback on a concept
Movie UI, Focus groups,
one to ones
We need to test if our UI
design actually works
Prototypes & Usability
Testing
We want to refine our
design to be more effective
A/B Testing & MVT
Aware Unaware
Level to which customer is aware
they are giving feedback
Level of
product
maturity
Proposition
User
Interface

Experiments don’t ever succeed or fail,
they merely have outcomes
So long as we learn, we succeed

@poleydee
@fluxxstudios
www.fluxx.uk.com
“Fluxx Studio Notes”
on Medium

Startup Seminars - Prototyping

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