Check out this presentation from Darshil Vora and Yakaira Nunez from Salesforce, during New Orleans Entrepreneur Week 2016.

1. Startup R&D Toolkit
NOEW 2016
Darshil Vora Yakaira Nunez
Sr. Product Designer Principal User Researcher
@darshilv @DigEthno

2. Forward-Looking Statements
Statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any
of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
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or use of our services.
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interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible
mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our
employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com
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Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

3. We are not going to
• Sell anything
• Learn how to do research!
• Learn to Design!
• Provide deep explanation of tools and methods used for research and design.

4. Basic Process
We have 30 minutes let’s dive right into it!

5. VALIDATE
Does it work the way we want it to?
Does it need improvement?
PROBLEM FRAMING
What do customers do/want/need?
BRAINSTORMING
SOLUTIONS
How might we enable that?
BUILDING EXPERIMENTS
Which tactics are working?
Product Phases
All products generally go through 5 phases, startups usually need these 4.
Let’s find out how to leverage Research and Design in each one!

6. VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING
METHODSDELIVERABLES
What do our customers need
(or want)?
How should we think about the
competitive landscape?
What problem should we solve?
Pull reports on cases
Pull reports on feature usage
Subject matter expert interviews
Competitive analysis
Review Forrester trends
Secondary research
Behavioral models
User Mental Models
UX success metrics
Design briefs
Trends Reports
Customer Segmentations
How might we differentiate from
competitors?
What new features might we
offer?
What would we do if resources
weren’t a constraint?
Customer Feedback
UI comparisons
Modes/motivation matrices
Co-Creation exercises
Design Studio/Workshops
Sketchy concepts
Storyboards
Concept systems
Are we on the right track?
Which approaches are
working
Does preference vary by
customer segment? Why?
Customer Feedback
Preference Tests
UI Pattern Alignment
Heuristic Review
Tree Tests
Accessibility Reviews
RITE Usability Tests
Invision prototypes
Keynote animations
HTML clickable protos
QUESTIONS
Process Summary (Research and
Design)
(It’s cyclical and not perfectly linear, but you get the idea)
Did we move the needle?
Are there usability issues
we can further assuage
through non-structural
changes?
Usage Metrics
AppStore Reviews
Customer Feedback
Eye tracking
Unmoderated click tests
Videos to “prove it” to
stakeholders.
Identification of
outstanding issues
Recommendations
for changes
Heuristic triage

7. Problem Framing

9. What is 5+5?

10. What two numbers add up to 10?
7 + 3
-10 + 20
Sqrt(100) + 0
Sqrt(2) + 8.6

11. Stormboard – online white boarding

12. Concept Board – online white boarding, collaboration, project management etc.

13. Google Drive Trello

14. QUESTIONS METHODS DELIVERABLES
Pull reports on cases
Pull reports on feature usage
Subject matter expert
interviews
Competitive analysis
Review Forrester trends
Secondary research
Behavioral models
User Mental Models
UX success metrics
Design briefs
Trends Reports
Customer Segmentations
What do our customers need
(or want)?
How should we think about
the competitive landscape?
What should we build?
Different techniques to help with problem framing
VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING

15. Brainstorming Solutions

16. Brainstorming Solutions

17. Tip 1: Establish a Common Language

18. Tip 2: Save Judgment for later

19. Tip 3: Quantity over Quality

20. Some Exercises
Circles!
The Love Letter and Break-Up letter
Reverse Brainstorming
“how do we achieve this result?” flip and ask “how do we not want to achieve this result?”
Association Game
Build on each others ideas, can be performed as a written exercise as well

21. QUESTIONS METHODS DELIVERABLES
Customer Feedback
UI comparisons
Modes/motivation matrices
Co-Creation exercises
Design Studio/Workshops
Sketchy concepts
Storyboards
Concept systems
How might we differentiate
from competitors?
What new features might we
offer?
VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING
• A-Z Ideation tools
• OpenIdeo Ideation Tools
• Innovators Toolkit
• Hyper Island Toolbox
Resources

22. Experimentation

23. Tip 1: Quick, Cheap and Easy!

24. Tip 2: Make your friends go through the flow

25. Tip 3: Repeat!

26. Advanced Tools
Pros
• Desktop and Mobile
• Click throughs
• Collaboration
• Organization
Cons
• Advanced interactions not
handled well

27. Advanced Tools
Pros
• Easy to learn and use
Cons
• Only mobile prototypes
• No collaboration

28. HTML, CSS, JS Prototypes
Pros
• Very close to the real product
• Easy to test with users
Cons
• Longer times depending on
existing resources
• Skilled resources

29. QUESTIONS METHODS DELIVERABLES
Customer Feedback
Preference Tests
UI Pattern Alignment
Heuristic Review
Tree Tests
Accessibility Reviews
RITE Usability Tests
Invision prototypes
Keynote animations
HTML clickable prototypes
Flinto mobile prototypes
Are we on the right track?
Which approaches are working
best?
Does preference vary by
customer segment? Why?
VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING
A really good book on building prototypes by Dan Roam

30. VALIDATION

31. In Person

32. Online: VerifyApp
Pros
• Preference Tests
• Cheaper in comparison
Cons
• Advanced interactions not
handled well

33. Other Online Tools
Pros
• Can work with any experiment
design
• Provides recruiting options
Cons
• Expensive! $$$
• Learning curve is high

34. Google Analytics

35. PIWIK

36. Optimizely

37. Mixpanel (mobile)

38. QUESTIONS METHODS DELIVERABLES
Eye tracking
Unmoderated click tests
Instrumentation usage data
CogTool
AppStore Reviews
Customer Feedback
Heuristic triage
Efficiency assessments
Identification of outstanding
issues
Recommendations for changes
Are there pain-points we can
assuage?
Did we move the needle?
Did our changes have impact?
VALIDATIONBUILDING EXPERIMENTSBRAINSTORMING SOLUTIONSPROBLEM FRAMING
Just Enough Research by Erika Hall is wonderful short book with direct
applicable guidance on how to get Research going in startups.

39. thank y u