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Startup Science 2017 ④

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Startup Science 2017 ⑦
Startup Science 2017 ⑦
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Startup Science 2017 ④

  1. 1. Startup Science ④ "Making a successful startup is an Art. Making a startup that doesn’t fail is a Science.” Created by Masa Tadokoro
  2. 2. Agenda ① Idea Verification : What is a good start-up idea? ② Customer-problem Fit: Does the issue really exist? ③ Problem-solution Fit: ④ Product-Market Fit: Do you provide an appropriate solution to the issue? Copyright 2017 Masayuki Tadokoro All rights reserved Does the market for the solution exist?
  3. 3. By interviewing potential users, you have confirmed the painful issue really exists. Copyright 2017 Masayuki Tadokoro All rights reserved
  4. 4. In problem-solution-fit phase, you will verify solutions that you will potentially provide for the issue. Copyright 2017 Masayuki Tadokoro All rights reserved
  5. 5. ① ② High quality idea Low quality idea Copyright 2017 Masayuki Tadokoro All rights reserved Quality of issue Quality of solution High HighLow Low The focus of Problem- Solution Fit
  6. 6. Copyright 2017 Masayuki Tadokoro All rights reserved Analysis if the provided solution is valuable to customers
  7. 7. Problem-solution fit Figure out how customers want to solve the issue Product Interview Build a prototype based on the blueprint Conduct interview with users who have experienced the prototype 3-1 3-2 3-3 Copyright 2017 Masayuki Tadokoro All rights reserved Build Prototype Create UX Blueprint Forming team Fix core team members
  8. 8. Create a blueprint of solution based on the issue you’ve validated in the previous step.
  9. 9. Copyright 2017 Masayuki Tadokoro All rights reserved Confirm issue/pain verified in the prior stage Frustration is accumulates by bad wifi connectivity in the airport and the convenience store
  10. 10. XXXXX Copyright 2017 Masayuki Tadokoro All rights reserved Tourists from English speaking countries inbounding to Japan (heavy smartphone users aged in their 20s to 30s Frustrated by bad wifi connectivity during the transit Lean canvas of Anytime Online
  11. 11. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Prototypin g Paper prototypin g Tool prototyping Complet ed issue Prototype interview/verifi cation Prototype Kanban Board you post verified issues Copyright 2017 Masayuki Tadokoro All rights reserved
  12. 12. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Prototypin g Paper prototypin g Tool prototyping Complet ed issue Prototype interview/verifi cation Prototype Kanban Board Copyright 2017 Masayuki Tadokoro All rights reserved Why use Prototype Kanban board?
  13. 13. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper prototypin g Tool proto typing Comp leted issue Prototype interview/verifi cation Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan① Paper proto type① Paper proto type② Paper proto type③ Paper proto type④ Tool proto type① Tool proto type② Tool proto type③ Tool proto type③ Proto type plan② ①Visualize prototype processes envisions “learning” and validation processes and vitalizes communication.
  14. 14. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Complet ed issue Prototype interview/verifi cation Copyright 2017 Masayuki Tadokoro All rights reserved Prototy pe plan① Paper proto type① Paper proto type② Paper proto type③ Paper proto type④ Tool prototyp e① Tool proto type② Tool proto type③ Tool proto type③ Proto type plan② ②Secure the process where getting customer feedback in appropriate timing. Feedback from customers Feedback from customers
  15. 15. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper prototypin g Tool proto typing Comp leted issue Prototype interview/verifi cation Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan① Paper proto type① Paper prototyp e② Paper prototyp e③ Paper prototyp e④ Tool proto type① Tool proto type② Tool proto type③ Tool proto type③ Proto type plan② ③Bottle-neck of the process is envisaged and resources allocated easily. Paper prototype is bottle-neck
  16. 16. To solve the issues, think of; “How do I provide value suggestions?” ”How do I provide solutions?” Copyright 2017 Masayuki Tadokoro All rights reserved
  17. 17. Copyright 2017 Masayuki Tadokoro All rights reserved Value Suggestion/Soluti on The service provides fast wifi for customers if they see ads Solution to solve the issues Customer can add wifi data volume any where any time How to suggest value to solve the issues
  18. 18. Value Suggestion Value suggestion is to show its benefits when using a product based on where customers stand. Copyright 2017 Masayuki Tadokoro All rights reserved
  19. 19. A product's effect to provide a value suggestion solving customer's pain. A solution is composed of several features to realize the effect. Solution Copyright 2017 Masayuki Tadokoro All rights reserved
  20. 20. Copyright 2017 Masayuki Tadokoro All rights reserved Tourists from English speaking countries inbounding to Japan (smartphone heavy user aged at 20s to 30s Frustrated by bad wifi connectivity during the transit 課題”を 持っているか? から始める Verify if the solution can provide value suggestion Lean canvas of Anytime Online Purchase data volume by credit card Customers can add data volume any where any time Add data volume by watching ads Add data volume by answering questionnaires
  21. 21. Brainstorming to find potential features that a solution is composed of. Copyright 2017 Masayuki Tadokoro All rights reserved
  22. 22. The service to provide fast wifi if custom ers watch ads List up potential features to compose a solution A feature to provide 10MB data volume to customers if they watch an ad. A feature that allows customers to use 20 MB data volume if they download a certain app. A feature to let customers purchase data volume ( by credit card ). A feature to allow Customers to share data volume. A feature to give 5MB data volume if they answer questionnaires. A feature to let customers add data volume for a fee (through Paypal) A feature of which limitation is up to 1 week A feature with which customers can check current data volume. A feature to give 5MB data volume if they post on Facebook Customers can add wifi data volume any where any time Solution Value Suggestion
  23. 23. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Prototypin g Paper prototypin g Tool prototyping Complet ed issue Prototype interview/verifi cation Prototype Kanban board Copyright 2017 Masayuki Tadokoro All rights reserved Solution Potential features
  24. 24. Set up a solution interview to verify the customer story, “will the solution truly provide effects (values) to customers?” Copyright 2017 Masayuki Tadokoro All rights reserved
  25. 25. Copyright 2017 Masayuki Tadokoro All rights reserved
  26. 26. v Copyright 2017 Masayuki Tadokoro All rights reserved They could not imagine what a car was like since they’d only ridden horses
  27. 27. Nevertheless, you should ask what is a “magic lamp” for customers. ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  28. 28. - Steve Jobs Copyright 2017 Masayuki Tadokoro All rights reserved
  29. 29. 1 If you have a magic lamp that can do anything you want to do, how would you have [issue or operation] it completed? 2 Have found a solution which is close to the [magic lamp]? 3 Why don’t the customers use the solution? 4 How much time/effort can you save when you use the magic lamp? 5 What is the budget you can get for the magic lamp product? (Ask yourself) Do you have a clear product image so that customer will be impressed and start using the product? Closing comment: When the prototype of the magic lamp is built, can we meet up again? ? Question list for a solution (Magic Lamp)interview. Copyright 2017 Masayuki Tadokoro All rights reserved
  30. 30. Typical reactions by potential future customers. "It would be really helpful if we had the [magic lamp solution]" "If I had [magics lamp solution], I would use it this way." "I would like to have the solution immediately!" Copyright 2017 Masayuki Tadokoro All rights reserved
  31. 31. • How does the customer describe the [magic lamp]? Is the [magic lamp] technically feasible? • Are there any barriers for the customer to purchase or use the product if the [magic lamp] could be built? • Could the user use the [magic lamp] in an everyday context? • If the customer might not buy the [magic lamp], what would be the reason[s]? Checkpoints for a Solution Interview Copyright 2017 Masayuki Tadokoro All rights reserved
  32. 32. Prioritize order among features based on the solution interview and extract the essential features. Copyright 2017 Masayuki Tadokoro All rights reserved
  33. 33. The service to provide fast wifi if custom ers watch ads A feature to provide 10MB data volume to customers if they watch an ad. A feature that allows customers to use 20 MB data volume if they download a certain app. A feature to let customers purchase data volume ( by credit card ). A feature to allow Customers to share data volume. A feature to give 5MB data volume if they answer questionnaires. A feature to let customers add data volume for a fee (through Paypal) A feature of which limitation is up to 1 week A feature with which customers can check current data volume. A feature to give 5MB data volume if they post on Facebook Customers can add wifi data volume any where any timeSolution Value Suggestion
  34. 34. Essential Features Better Features Unnecessary Features The service to provide fast wifi if customers watch ads Solution Customers can add wifi data volume any where any time Value Suggestion Place priority order A feature to provide 10MB data volume to customers if they watch an ad. A feature to give 5MB data volume if they post on Facebook A feature to let customers purchase data volume ( by credit card ). A feature with which customers can check current data volume. A feature that allows customers to use 20 MB data volume if they download a certain app. A feature to give 5MB data volume if they answer questionnaires. A feature of which limitation is up to 1 week A feature to allow Customers to share data volume. A feature to let customers add data volume for a fee (through Paypal)
  35. 35. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Prototypin g Paper prototypin g Tool prototyping Complet ed issue Prototype interview/verifi cation Prototype Kanban Board Copyright 2017 Masayuki Tadokoro All rights reserved Features needed for prototyping Prioritize order among features based on the solution interview and extract essential features
  36. 36. Write down new essential features found during the solution interview. Copyright 2017 Masayuki Tadokoro All rights reserved
  37. 37. Essential Features Better Features Unnecessary Features The service to provide fast wifi if customers watch ads Solution Customers can add wifi data volume any where any time Value Suggestion A feature to provide 10MB data volume to customers if they watch an ad. A feature to give 5MB data volume if they post on Facebook A feature to let customers purchase data volume ( by credit card ). A feature with which customers can check current data volume. A feature that allows customers to use 20 MB data volume if they download a certain app. A feature to give 5MB data volume if they answer questionnaires. A feature of which limitation is up to 1 week A feature to allow Customers to share data volume. A feature to let customers add data volume for a fee (through Paypal) A feature logging into Facebook A feature able to log in by e-mail A feature add data volume for a fee(Paypal) Write down new essential features found during the solution interview
  38. 38. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Prototypin g Paper prototypin g Tool prototyping Complet ed issue Prototype interview/verifi cation Prototype Kanban board Copyright 2017 Masayuki Tadokoro All rights reserved Features needed for prototyping Write down essential features found during the solution interview
  39. 39. Continue to brush up the solution idea by conducting solution interviews until absolutely convinced. Copyright 2017 Masayuki Tadokoro All rights reserved
  40. 40. Create a UX blueprint based on the features you have extracted. Copyright 2017 Masayuki Tadokoro All rights reserved
  41. 41. Create an elevator pitch of the prototype. Copyright 2017 Masayuki Tadokoro All rights reserved
  42. 42. This product is different from <the most influential alternative> which is equipped with <determinative differentiated feature> <critical benefits, the reason why it’s equivalent to the cost> for customers The product named <Name of Product> is to provide We’d like to satisfy <Targeted Customers> who own <issue/needs> Elevator pitch format Copyright 2017 Masayuki Tadokoro All rights reserved
  43. 43. Elevator pitch format We’d like to satisfy Tourists inbound to Japan who own needs to use smartphone anywhere anytime The product named Anywhere Online pro is to provide a service that lets customers acess fast free wifi if they watch ads or fill in marketing questionnaires for customers This product is different from convenience store wifi, station wifi, hotel wifi because it has features that customers can connect to wifi anywhere anytime. Copyright 2017 Masayuki Tadokoro All rights reserved
  44. 44. The reason to make elevator pitch①: Clarify the idea Making an elevator pitch helps you get rid of vagueness. Your team needs to answer the hard question of whom the product is for. Copyright 2017 Masayuki Tadokoro All rights reserved
  45. 45. In making an elevator pitch, your team can seriously think of what product they serve, the reason why they provide it and, to begin with, the reason customers pay for it. The reason to make elevator pitch②:Direct team’s consciousness toward customers. Copyright 2017 Masayuki Tadokoro All rights reserved
  46. 46. The reason to make an elevator pitch③:Get at the heart of the matter Not touching on any unrelated subjects, the elevator pitch directly gets to the heart of the matter like a laser beam. Copyright 2017 Masayuki Tadokoro All rights reserved
  47. 47. Writing a UX blueprint should be done from both the customer's and provider's viewpoint. Copyright 2017 Masayuki Tadokoro All rights reserved
  48. 48. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Complet ed issue Prototype interview/verifi cation Prototype Kanban board Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan Creating prototype plans based on extracted features
  49. 49. UX blueprint making phase① Conduct grouping listed features and contents A feature that allows customers to add data volume for a fee ( credit card ) A feature to allow customers to check current data volume A feature to be able to sign up to Facebook. A feature that allows you to sign up by e-mail A feature that allows customers to add data volume for a fee ( Paypal ) Sign upData volume Top Up Purchase of data volume Data volume Dashboard Copyright 2017 Masayuki Tadokoro All rights reserved A feature to provide 10MB data volume to customers if they watch a 15 -second movie ad. A feature to give 5MB data volume if they post on Facebook
  50. 50. UX blueprint making phase② structure grouped features from customer viewpoint Sign up Data volume top up Purchase of data volume Data volume DashboardFrustrated by bad wifi connectivity during the trip Copyright 2017 Masayuki Tadokoro All rights reserved Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user A feature to be able to sign up to Facebook. A feature that allows you to sign up by e-mail A feature to allow customers to check current data volume A feature that allows customers to add data volume for a fee ( Paypal ) A feature that allows customers to add data volume for a fee ( credit card ) A feature to provide 10MB data volume to customers if they watch a 15 -second movie ad. A feature to give 5MB data volume if they post on Facebook
  51. 51. UX blueprint making phase③ Show implemented features & contents on each screen Sign up Data volume top up Purchase of data volume Data volume Dashboard Sign up Sign up with Facebook account Sign up with e- mail address Purchase Screen Card Number MM/YY Buy Available Data Volume Usage XX MB available Watch Ad Post on Facebook A feature to be able to sign up to Facebook. A feature that allows you to sign up by e-mail A feature that allows customers to add data volume for a fee ( Paypal ) A feature that allows customers to add data volume for a fee ( credit card ) A feature to allow customers to check current data volume A feature to provide 10MB data volume to customers if they watch a 15 -second movie ad. A feature to give 5MB data volume if they post on Facebook
  52. 52. Sign up Top Page Available data volume Watch Ad Post on Facebook Purchase data volume Ad Post on Facebook Post xxxxxxx xxxxxxx Sign up with Facebook account Data volume usage XX MB available Return to Top Purchase Screen Card number MM/YY buy Return to Top Thank you for purchasing! Copyright 2017 Masayuki Tadokoro All rights reserved Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user Frustrated by bad wifi connectivity during the trip UX blueprint making phase④ Apply structured features into screen transition Watching 15 seconds ad gives customers 10MB data volume Check the data usage availability Post on Facebook gives 5MB data volume to customers Purchase data volume by credit card
  53. 53. Sign up Top Page Available data volume Watch Ad Post on Facebook Purchase data volume Ad Post on Facebook Post xxxxxxx xxxxxxx Sign up with Facebook account Data volume usage XX MB available Return to Top Purchase Screen Card number MM/YY buy Return to Top Thank you for purchasing! Copyright 2017 Masayuki Tadokoro All rights reserved Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user Frustrated by bad wifi connectivity during the trip UX blueprint making phase⑤ Check the vertical linkage needed to be tested Vertical linkage needed to be tested: UX in which issues are solved
  54. 54. Sign up Top Page Available data volume Watch Ad Post on Facebook Purchase data volume Ad Post on Facebook Post xxxxxxx xxxxxxx Sign up with Facebook account Data volume usage XX MB available Return to Top Purchase Screen Card number MM/YY buy Return to Top Thank you for purchasing! Copyright 2017 Masayuki Tadokoro All rights reserved Frustrated by bad wifi connectivity during the trip UX blueprint making phase⑤ Check the vertical linkage needed to be tested Vertical linkage needed to be tested: UX in which issues are solved Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user
  55. 55. Sign up Top Page Available data volume Watch Ad Post on Facebook Purchase data volume Ad Post on Facebook Post xxxxxxx xxxxxxx Sign up with Facebook account Data volume usage XX MB available Return to Top Purchase Screen Card number MM/YY buy Return to Top Thank you for purchasing! Copyright 2017 Masayuki Tadokoro All rights reserved Frustrated by bad wifi connectivity during the trip UX blueprint making phase⑥ Confirm UX horizontal expansion Users can expand horizontally from Top page Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user
  56. 56. UX blueprint making phase⑦ Assume UX before, after, and while using - throughout the whole experience. What is the experience and Expectation of the user before using the customer solution? How does the customer live with the solution in his/her life cycle? Copyright 2017 Masayuki Tadokoro All rights reserved Frustrated by bad wifi connectivity during the trip Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user What experience will the customer get after using customer solution?
  57. 57. Why does the assumed solution target not only UX in use, before , after, but also throughout the whole experience? To provide customers a product with context. Copyright 2017 Masayuki Tadokoro All rights reserved
  58. 58. The paradigm shift from "producing products" to "producing a user experience" You can't provide any value unless you provide a user experience in context. Copyright 2017 Masayuki Tadokoro All rights reserved
  59. 59. http://thebridge.jp/2015/08/design-your-own-jewerly-with-monomy Copyright 2017 Masayuki Tadokoro All rights reserved
  60. 60. Launch the app Open your brand! Now, make an original accessary Put the parts together Copyright 2017 Masayuki Tadokoro All rights reserved http://www.monomy.co
  61. 61. Catch an image of it being worn Confirm to start selling products Post on SNS to share the tips Post on instagram Copyright 2017 Masayuki Tadokoro All rights reserved
  62. 62. Monomy provides not only "products", accessories but also a "story" = "user experience" in which customers share tips of accessories designed by them on SNS to bought and sold together with their friends. Copyright 2017 Masayuki Tadokoro All rights reserved
  63. 63. A fancy person XX, I’m following on Instagram is recently posting products designed via a service, Monomy I try as he/she does I’m concerned to how my products are reacted on instagram It's fun and it doesn't take up any storage and I can render for free anytime. I want to gain design skills while I produce several accessories that sell well Story StoryStory
  64. 64. Facebook has stuck to privacy setting since day one - Mark Zuckerburg CEO of Facebook
  65. 65. I want to make sure of privacy settings which can confirm to whom we are posting and what will be shown before posting. I feel safe posting on Facebook because of its privacy settings which can be customized in detail. I'll use it all the time. I'd be happy if there is feedback from people my post targets Superior UX accumulation occurs fixation of customers
  66. 66. Problem-Solution Fit Figure out how customers want to solve the issue Product Interview Build a prototype based on the blueprint Conduct interview with users who have experienced the prototype 3-1 3-2 3-3 Copyright 2017 Masayuki Tadokoro All rights reserved Build Prototype Create UX Blueprint Forming team Fix core team members
  67. 67. Implement the prototype based on the UX blueprint. Copyright 2017 Masayuki Tadokoro All rights reserved
  68. 68. Sharing the ideas of the product while making the prototype with designers, engineers, persons in charge of business operations ( and potential customers if possible ) allow them to realize the product together intimately. There won't be any realization gap among designers and engineers anymore. The reason to make prototype ① Shapes a figure of the product. Copyright 2017 Masayuki Tadokoro All rights reserved
  69. 69. The reason to make prototype ② Extraction/confirmation of customers’ unseen facts and needs. Involving customers in building the prototype allows you to extract the unseen needs of customers. Copyright 2017 Masayuki Tadokoro All rights reserved
  70. 70. The reason to make prototype ③ Time in between feedback shortened to verify various patterns in the product. You can get feedback instantly and render the adjustment to hasten the process. Copyright 2017 Masayuki Tadokoro All rights reserved
  71. 71. "It's ok to let the company order ‘customer' work". "It's ok to only rely on the layout made by the ‘project manager' and front lines". "It's ok to just follow the layout of ‘designers'". "It's ok to implement by just following the layout of ‘engineers'". These ideas will disappear. *Everyone can work at the same time hands on and enjoy the process The reason to make prototype④ Raise ownership/motivation of members.
  72. 72. Fidelity (Accuracy in detail) Paper- prototype Wireframe Low High Copyright 2017 Masayuki Tadokoro All rights reserved Interactive Mock up SpeedFast Slow Tool prototype
  73. 73. Paper-prototype Wireframe Coded MVP Low High Copyright 2017 Masayuki Tadokoro All rights reserved Fidelity(Accuracy in detail)
  74. 74. Fidelity (Accuracy in details) Paper- prototype Wireframe Low High Copyright 2017 Masayuki Tadokoro All rights reserved Interactive Mock up SpeedFast Slow Tool prototype Begin with paper prototype
  75. 75. Notes for a Paper Prototype ・Create several paper prototypes based on an idea → Compare them after getting customer feedback ・Balance speed with accuracy ・Need a certain number members to check them. Share them with all the members Copyright 2017 Masayuki Tadokoro All rights reserved
  76. 76. Sign up Top Page Available data volume Watch Ad Post on Facebook Purchase data volume Ad Post on Facebook Post xxxxxxx xxxxxxx Sign up with Facebook account Data volume usage XX MB available Return to Top Purchase Screen Card number MM/YY buy Return to Top Thank you for purchasing! Copyright 2017 Masayuki Tadokoro All rights reserved Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user Frustrated by bad wifi connectivity during the trip UX blueprint making phase④ Apply structured features into screen transition
  77. 77. Ad Create paper prototypes Create a paper prototype using post-it duplicating the user flow of the product Copyright 2017 Masayuki Tadokoro All rights reserved Top Page Available data volume Watch Ad Post on Facebook Purchase data volume Post on Facebook Post xxxxxxx xxxxxxx Data volume usage XX MB available Return to Top Purchase Screen Card number MM/YY buy Return to Top Thank you for purchasing! Sign up Sign up with Facebook account
  78. 78. Utilize post-it and white board and share them in a team to make paper prototypes Team Copyright 2017 Masayuki Tadokoro All rights reserved Paper prototype①
  79. 79. Team Copyright 2017 Masayuki Tadokoro All rights reserved Paper prototype② Utilize post-it and white board and share them in a team to make paper prototypes
  80. 80. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Complet ed issue Prototype interview/verifi cation Prototype Kanban Board Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan Paper proto type① Paper proto type② Paper proto type③ Paper proto type④ Create 3-4 plans if possible
  81. 81. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Complet ed issue Prototype interview/verifi cation Prototype Kanban Board Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan Paper proto type① Paper proto type② Paper prototyp e③ Paper prototyp e④ Take notice that you can’t correct feedback from customers without tool prototypes.
  82. 82. Fidelity (Accuracy in details) Paper- prototype Wireframe Low High Copyright 2017 Masayuki Tadokoro All rights reserved Interactive Mock up SpeedFast Slow Tool prototype Implement a prototype with a tool
  83. 83. T You can create interactions that are scenarios, to build an ordered screen flow, to scope an area customers tap on. Prototyping with a Tool Copyright 2017 Masayuki Tadokoro All rights reserved
  84. 84. Create prototype with Balsamiq Tool prototype① Copyright 2017 Masayuki Tadokoro All rights reserved
  85. 85. Prepare at least 2 prototypes Tool prototype② Copyright 2017 Masayuki Tadokoro All rights reserved
  86. 86. Opening screen Welcome screen Tutorial movie Menu screen Tool prototype flow of Anywhere Online. Copyright 2017 Masayuki Tadokoro All rights reserved
  87. 87. Menu screen Watch ad Confirmation Post on Facebook Confirmation Questionnaires Confirmation
  88. 88. Usage confirmation Confirm of activation Choosing plans Card info Thank you screen
  89. 89. Products should be able to be used immediately without a manual. Is the product understandable and from the next time, they are used smoothly? Point in tool prototyping① Does it operate intuitively? Copyright 2017 Masayuki Tadokoro All rights reserved
  90. 90. ・Is the design so understandable that users can easily find needed content? ・ Are frequently used manipulation items, tips, and contents located in areas that can be reached effortlessly? *Frequently used functions and tips that are hard to reach is out of the question Point in tool prototyping ② Clarify an order of functions? Copyright 2017 Masayuki Tadokoro All rights reserved
  91. 91. Point in tool prototyping③ Are the design and the interactive coherent? ・Does the interaction in the product design, conform to a certain rule? ・Is each interaction moving smoothly? ・Does the product's interaction react consecutively in real time? Copyright 2017 Masayuki Tadokoro All rights reserved
  92. 92. Point in tool prototyping④ Is reversibility secured? ・Can the product be used in reverse? ・Can customers move back to a previous page or main page and cancel any operation? Copyright 2017 Masayuki Tadokoro All rights reserved
  93. 93. Repetitive motions can be duplicated. Real operation of the product can be verified. In digital form can be jointly managed. Advantages of tool prototyping. Disadvantages of tool prototyping. All members can't join in. Less flexibility than paper prototyping. Cost is higher. Copyright 2017 Masayuki Tadokoro All rights reserved
  94. 94. Backlog In Process Comp leted Valida tion Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Complet ed issue Prototype interview/verifi cation Prototype Kanban board Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan Paper proto type① Paper proto type② Paper proto type③ Paper proto type④ Tool proto type① Tool proto type② Tool proto type③ Tool proto type④ Conduct tool prototyping without paper prototyping will be less convincing to your team members
  95. 95. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Comp leted issue Prototype interview/verifi cation Prototype Kanban board Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan Paper prototyp e① Paper prototyp e② Paper proto type③ Paper proto type④ Tool proto type① Tool prototyp e② Tool proto type③ Tool proto type④ Move completed tool prototype to “Completed”
  96. 96. Tools for Prototyping Copyright 2017 Masayuki Tadokoro All rights reserved
  97. 97. Balsamiq: You can build wireframes with this web app. Copyright 2017 Masayuki Tadokoro All rights reserved
  98. 98. Drag & Drop Copyright 2017 Masayuki Tadokoro All rights reserved You can create page intuitively using drag & drop
  99. 99. By using an application called POP, you can convert paper prototypes into clickable wireframes. Copyright 2017 Masayuki Tadokoro All rights reserved
  100. 100. You can create a moving wireframe by using Pratt
  101. 101. Several months → Several days If you start coding, it would take months; but a prototype can be created within several days Copyright 2017 Masayuki Tadokoro All rights reserved
  102. 102. The most precious resource for a start-up is time. Start-up teams who learn the most before burning all the resources will eventually win. - Ash Maurya Copyright 2017 Masayuki Tadokoro All rights reserved
  103. 103. Problem-Solution Fit Figure out how customers want to solve the issue Product Interview Build a prototype based on the blueprint Conduct interview with users who have experienced the prototype 3-1 3-2 3-3 Copyright 2017 Masayuki Tadokoro All rights reserved Build Prototype Create UX Blueprint Forming team Fix core team members
  104. 104. Get out of the building with a prototype and talk to users! Copyright 2017 Masayuki Tadokoro All rights reserved Copyright 2017 Masayuki Tadokoro All rights reserved
  105. 105. Why are customer interviews so important? Copyright 2017 Masayuki Tadokoro All rights reserved
  106. 106. Product Market-Fit Risk (= Risk not to create needed products) Time PMF risk rises without customer feedback Reduce the risk that you could produce unneeded products for which you have consumed a lot of resources/time. PMF risk is limited with customer feedback High Low Copyright 2017 Masayuki Tadokoro All rights reserved
  107. 107. Time High Low x Hard to adjust a plan After consuming much time (= resources) Copyright 2017 Masayuki Tadokoro All rights reserved Product Market-Fit Risk (= Risk not to create needed products)
  108. 108. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Prototypin g Paper prototypin g Tool prototyping Complet ed issue Prototype interview/verifi cation Prototype Kanban board Copyright 2017 Masayuki Tadokoro All rights reserved Prototy pe plan Paper prototyp e① Paper prototyp e② Paper prototyp e③ Paper prototyp e④ Tool proto type① Tool prototyp e② Tool prototyp e③ Tool prototyp e③ Start interviewing after prototyping is completed
  109. 109. Setup Product Interviews Copyright 2017 Masayuki Tadokoro All rights reserved
  110. 110. Request interviews with the people who were interviewed during the problem interview ( qualified as early adopters ). Copyright 2017 Masayuki Tadokoro All rights reserved
  111. 111. Frustrated by bad wifi connectivity during the trip Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user Check the context
  112. 112. Affirm the vertical linkagethat needs to be tested The area to be tested: UX where the solution is solved last Copyright 2017 Masayuki Tadokoro All rights reserved Frustrated by bad wifi connectivity during the trip Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user
  113. 113. Facilitators need to dig out what users think by asking the questions below: What do you think it is for? What are you trying to do now? How do you interpret the words XXX? What do you think button XXX does? What do you do next with it? Does it move when pushing button XXX as you expected? If it's not as you expected, how did you expect the function to work? Copyright 2017 Masayuki Tadokoro All rights reserved
  114. 114. Opening screen Welcome screen Tutorial movie Menu screen ”Think of what you are doing 【issue】 in【situation】 ”With signing up, screen like this appears,” ”Next, screen like this appears, what do you do? Copyright 2017 Masayuki Tadokoro All rights reserved
  115. 115. Watch Ad Obtain Confirmation ”Here, what do you to tackle the issue?” Use confirmation Start confirmation Menu screen ”Next, this screen appears. What do you do?” ”This screen appears on the next screen. What would you do? As a result, this screen appears. Do you think the issue is complete? Copyright 2017 Masayuki Tadokoro All rights reserved ”As a result, here appears this screen. Do you think the issue is complete?
  116. 116. Shut-up and Listen to the customer! Listening to the customer is key. Copyright 2017 Masayuki Tadokoro All rights reserved
  117. 117. Checkpoints in the Product Interview ・” Is there any react showing “I need this right now?”* ・ Did the interviewee have any issues bothering them using the product? ・ Is MVP made clearer which helps customers solve each issue? Copyright 2017 Masayuki Tadokoro All rights reserved
  118. 118. 5 interviews gives clearer ideas for problem finding 80% 5 Copyright 2017 Masayuki Tadokoro All rights reserved http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
  119. 119. Backlog In Process Complet ed Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Comp leted issue Prototype interview/verifi cation Prototype Kanban Board Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan Paper proto type① Paper proto type② Paper proto type③ Paper proto type④ Tool proto type① Tool proto type② Tool proto type③ Tool proto type③ Get at least 2 prototype interviews
  120. 120. Backlog In Process Comp leted Validatio n Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Complet ed issue Prototype interview/verifi cation Prototype Kanban Board Copyright 2017 Masayuki Tadokoro All rights reserved Prototy pe plan Paper prototyp e① Paper prototyp e② Paper prototyp e③ Paper prototyp e④ Tool proto type① Tool proto type② Tool prototyp e③ Tool prototyp e③ Put new features into Backlog found during the interviews
  121. 121. Customers don’t need this feature! Copyright 2017 Masayuki Tadokoro All rights reserved Catherin (25 yrs old) Tourist Inbound to Japan Nationality: Australia Personality: Heavy smartphone user Frustrated by bad wifi connectivity during the trip
  122. 122. A start-up needs to learn not only successful cases but also failure cases. In case customers say ”We don’t need this feature”, analyze the reason. Copyright 2017 Masayuki Tadokoro All rights reserved
  123. 123. If customer feedback is “denying your assumed hypothesis” or “making your ears tingle”, that is critically important. Copyright 2017 Masayuki Tadokoro All rights reserved
  124. 124. Customer community Company Feedback for developer Intimate with interviewee customers during this stage. Customers Copyright 2017 Masayuki Tadokoro All rights reserved Executive Developer Person in charge
  125. 125. Ending of Problem-Solution ・Verified the existence of painful issues ・Found solutions for unentangling the issue and protect MVP ・Clarified tips of customers who may use the solutions with Persona, customer stories and so on. Copyright 2017 Masayuki Tadokoro All rights reserved
  126. 126. ① ② High quality idea Low quality idea Copyright 2017 Masayuki Tadokoro All rights reserved Quality of issue Quality of solution High HighLow Low Focus of Problem- Solution Fit
  127. 127. Tourists from English speaking countries inbounding to Japan (smartphone heavy user aged at 20s to 30s Frustrated by bad wifi connectivity during the transit 課題”を 持っているか? から始める Verify if the solution can provide value suggestions Lean canvas of Anytime Online Purchase data volume by credit card Customers can add data volume any where any time Add data volume by watching ads Add data volume by answering questionnaires
  128. 128. Problem-solution fit Figure out how customers want to solve the issue Product Interview Build a prototype based on the blueprint Conduct interview with users who have experienced the prototype 3-1 3-2 3-3 Copyright 2017 Masayuki Tadokoro All rights reserved Build Prototype Create UX Blueprint In case the solution doesn’t work on the issue, go back to the solution blue print
  129. 129. Backlog In Process Comp leted Valida tion Verified customers’ pain Backlog feature Solution interview Proto typing Paper proto typing Tool proto typing Comp leted issue Prototype interview/verifi cation Prototype Kanban board Copyright 2017 Masayuki Tadokoro All rights reserved Proto type plan Paper proto type① Paper proto type② Paper proto type③ Paper proto type④ Tool proto type① Tool proto type② Tool proto type③ Go through the iteration process until the solutions provide value suggestions
  130. 130. Let prototyping go on fast iteration Copyright 2017 Masayuki Tadokoro All rights reserved
  131. 131. Prototype1 Prototype2 Prototype3 Prototype4 Brush up prototyping and UX hypothesis to make the quality of solution better Customer feedback Customer feedback Customer feedback UX hypothesis ver1 UX hypothesis ver2 UX hypothesis ver3 UX hypothesis ver4 Copyright 2017 Masayuki Tadokoro All rights reserved
  132. 132. ・As of prototyping, you may only conduct qualitative analysis. ・Analysis of prototype doesn’t mean analysis of the whole business model. Polish it up some how, move to the next stage (making of MVP) As of prototyping, Don’t polish it up too much, though Copyright 2017 Masayuki Tadokoro All rights reserved
  133. 133. ”Too much analysis and preparation is no good, but none of them makes you fail” -Eric Ries “The Lean Start-Up” Copyright 2017 Masayuki Tadokoro All rights reserved
  134. 134. Problem-solution fit Figure out how customers want to solve the issue Product Interview Build a prototype based on the blueprint Conduct interview with users who have experienced the prototype 3-1 3-2 3-3 Copyright 2017 Masayuki Tadokoro All rights reserved Build Prototype Create UX Blueprint Forming team Fix core team members
  135. 135. Forming a Team At this stage, you might start talking with real customers and prototyping You might realize who in the team are truly committed to the project Copyright 2017 Masayuki Tadokoro All rights reserved
  136. 136. Viewpoint from finance Viewpoint from customers Viewpoint from operations Viewpoint from HR Ideation Customer/ Problem fit Problem/ solution fit Product/ market fit Growth Ideation/ Brush up the hypothesis Side project to examine its profitability Verbalize quality issue ・Investigate issues (Interview) ・Examine User Story Founder Problem Fit ・Unit economics (LTV>CPA) ・Burn rate Create the prototype (MVP) Build a Co- founders team カスタマーの課題を 解決する ソリューションの 仮説を作れたか ・AARRR (Focus on Retention Activation) ・Churn-rate ・AARRR ( Add Virality, Acquisition as well) ・Run the community ・Define royal customers with NPS(CS) measurement ・MoM growth (MRR) ・Break-even- point ・Runway ・Customer Development ・Build MVP with Build-measure- Learn ・Pivot ・Standarize operation ・Set up the system where developing royal customers ・UX improvement ・Growth hack ・Operation specializing ・Hiring/Retention ・Data-driven/Agile team ・Training ・Learning driven team ・Management team forming ・Burn rate ・Stock divide Build hypothesis of customer issue Pre-seed round Seed round Series A Examine if the solution hypothesis solves the customer issue Copyright 2017 Masayuki Tadokoro All rights reserved Form co-founder team
  137. 137. 専門性特化型 エンジニア 技術志向エンジニア P/S Fit Fixing Co- founder members Experiment/Bu ild MVP Pivot Build products Analytics Management Create Ideation/ Plan A C/P Fit Filtering Co-founder members Ideation P/M Fit Team up (10〜 members) Growth Co-founder members +α 3-10 member s s Start-up team in each stage Start as a a side project UX Design Vision Selling Pre-seed round Seed round Series ACopyright 2017 Masayuki Tadokoro All rights reserved Growth
  138. 138. Form a Co-founder Team Copyright 2017 Masayuki Tadokoro All rights reserved
  139. 139. Why do you need co-founder(s)? ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  140. 140. It’s because you can speed up your business development. Copyright 2017 Masayuki Tadokoro All rights reserved It will take 3.6 times slower if you do it by yourself
  141. 141. The most precious resource for a startup is time. Startup teams who learn the most before burn all the resources, will eventually win. - Ash Maurya Copyright 2017 Masayuki Tadokoro All rights reserved
  142. 142. You are more likely to fail if you are a solo founder Copyright 2017 Masayuki Tadokoro All rights reserved
  143. 143. Company Co-founders Microsoft Bill Gates, Paul Allen Apple Steve Jobs, Steve Wozniak, Ronald Wayne Google Larry Page, Sergey Brin Facebook Mark Zuckerberg, Eduardo Servin Dustin Moskovits etc Airbnb Brian Chesky, Joe Gebbia twitter Jack Dorsey Noah Glass, Biz Stone, Evan Williams paypal Peter Theil, Max Levchin DeNA Tomoko Namba、Nao Kawata、Masa Wataname Gree Yoshikazu Tanaka, Kotaro Yamagishi、MasaFujimo Cyber Agent Maoto Fujita、Yusuke Hidaka Rakuten Hiroshi Mikitashi、Shinnosuke Honjo Many of successful startup are founded by multiple founders Copyright 2017 Masayuki Tadokoro All rights reserved
  144. 144. Copyright 2017 Masayuki Tadokoro All rights reserved With co-founders, you may attain market information from various aspects. There are uncertainties in the start- up market environment.
  145. 145. Human beings have confirmation bias. Exchanging tips and various perspectives among co- founders give you an objective viewpoint to see where you stand. Copyright 2017 Masayuki Tadokoro All rights reserved
  146. 146. By using a framework like lean canvas, you and your co-founder(s) can share individual perspectives from which you can build a complete business model. Team Lean canvas of your business Copyright 2017 Masayuki Tadokoro All rights reserved
  147. 147. Co-founder team should be composed of a “Boke” and a “Tsukkomi” Intensive “Boke” : A person who comes up crazy ideas Accurate “Tsukkomi”: A person who conducts realistic execution and thinks of realistic validation Copyright 2017 Masayuki Tadokoro All rights reserved
  148. 148. Copyright 2017 Masayuki Tadokoro All rights reserved You can help each other, especially during tough times. Pivoting is actually a near death experience. You will be turned down more than 95% of the time. You will have to throw away more than 90% of your code.
  149. 149. When you do a start-up, you will keep getting rejected. Jessica Livingston Y Combinator Partner Copyright 2017 Masayuki Tadokoro All rights reserved
  150. 150. Doing start up is like being smushed face repeatedly while working in a large corporate is like receiving torture. -Paul Graham Copyright 2017 Masayuki Tadokoro All rights reserved
  151. 151. You can accelerate your learning by talking with co-founders on what you have learned through experiences. ーBrian Chesky Y Combinator lecturer Copyright 2017 Masayuki Tadokoro All rights reserved
  152. 152. Copyright 2017 Masayuki Tadokoro All rights reserved ”Grit”より Do you have Grit (an ability to persuade something)? Can you pursue even after failing?
  153. 153. Being successful has nothing to do with one's intelligence level. A person who can preserve the most can achieve greater than a person who has higher intelligence. - Angela Duckworth “Grit – The Power of Passion and Perseverance” Copyright 2017 Masayuki Tadokoro All rights reserved
  154. 154. “Find someone like James Bond; a person of action with toughness and tenaciousness”. Sam Altman President, Y Combinator Copyright 2017 Masayuki Tadokoro All rights reserved
  155. 155. Please write the ideal team composition when you start a startup with 3 co-founders. Question ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  156. 156. Hacker A hacker is a kind of developer who can not only conduct coding but also fast product development and improvement. Copyright 2017 Masayuki Tadokoro All rights reserved
  157. 157. Hustler A hustler builds human relationships all time. He/She always sees to customers, stakeholders, and potential partners. He/she is filled with passion and has high-level business perspectives. Copyright 2017 Masayuki Tadokoro All rights reserved
  158. 158. Hipster A hipster layouts and implements UX/ UI with excellent design. Only functions can make products commodities so easily. Copyright 2017 Masayuki Tadokoro All rights reserved
  159. 159. Strategist A strategist finds the key driver of a business based on quantitative/qualitative data from customers and puts it into a realistic strategy plan. Copyright 2017 Masayuki Tadokoro All rights reserved
  160. 160. With a vision, he/she may draw a roadmap of a business or a product. Visionary Copyright 2017 Masayuki Tadokoro All rights reserved
  161. 161. Co-founders have highly professional knowledge/experience in changing the market environment? Copyright 2017 Masayuki Tadokoro All rights reserved
  162. 162. Domain Expertise Industry knowledge Market Knowledge Good idea Bad idea Quality of issue Quality of solution High HighLow Low Copyright 2017 Masayuki Tadokoro All rights reserved The quality of issue depends on your expertise, industry knowledge and knowledge on how the particular market is evolving.
  163. 163. Set KPIs Create function plan Layout Implement Measure KPIs Verify the strategy /business model Draw a roadmap Set a vision Layout UX design Acquire customers Get customer feedback Verify the roadmap Set a strategy/ Analyze the business Launch Implement UX design Test Verify the vision Visionary Strategiest Hipster Hustler Hacker Roles in making a product in a ordinary company Each member has distinguished roles Customers Copyright 2017 Masayuki Tadokoro All rights reserved
  164. 164. Start-up in early stage shouldn’t allocate distinguished roles to members. Copyright 2017 Masayuki Tadokoro All rights reserved
  165. 165. Set KPIs Create function plan Layout Implement Measure KPIs Set a roadmap Set a vision Acquire customers Get customer feedback Verify roadmap Launch Implement UX design Test Verify the vision Visionary Strategiest Hipster Hustler Hacker Roles in Start-up business must be flexible Customers Put customer interview onto the heart of the plan Border of roles is flexible Copyright 2017 Masayuki Tadokoro All rights reserved Set a strategy/ Analyze the business Verify the strategy /business model Layout UX design
  166. 166. Builds a cross-functional team with a generalist in the center. A generalist may conduct coding, analysis and also examine a product. The first 10 members of a start-up in an early stage need to be generalists. Copyright 2017 Masayuki Tadokoro All rights reserved
  167. 167. So take the co-founding process seriously. Copyright 2017 Masayuki Tadokoro All rights reserved
  168. 168. Co-founder Copyright 2017 Masayuki Tadokoro All rights reserved Pivotable Unpivotable
  169. 169. The third reason start-ups fail is forming the wrong team Copyright 2017 Masayuki Tadokoro All rights reserved https://www.cbinsights.com/blog/startup-failure-reasons-top/
  170. 170. Share the Same Vision Copyright 2017 Masayuki Tadokoro All rights reserved
  171. 171. Have Complimentary Skills Copyright 2017 Masayuki Tadokoro All rights reserved
  172. 172. The person you want to avoid as a co-founder. ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  173. 173. A person who is afraid of failure. Copyright 2017 Masayuki Tadokoro All rights reserved
  174. 174. A person who never hacked. (Obeys conventional methods and rules) Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  175. 175. A person with an idea, not a person of action. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  176. 176. A person that never succeeded. (Even a small success gives you confidence) Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  177. 177. Technology-phobia Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  178. 178. A person who is not so curious. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  179. 179. A person that is too optimistic. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  180. 180. A person with little flexibility. (A person who cannot get over confirmation bias or pivots) Copyright 2017 Masayuki Tadokoro All rights reserved Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  181. 181. A person without domain expertise. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  182. 182. A person obsessed with monetary incentives. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  183. 183. A person who seeks a work-life balance. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  184. 184. 資本政策 Convertible Note Series A Lock-up Lock-up A person showing off start-up knowledge. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  185. 185. A person who has less learning ability. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  186. 186. A person who is self- centered. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  187. 187. A person emphasizing entitlement/position. Copyright 2017 Masayuki Tadokoro All rights reserved The person you want to avoid as co-founder
  188. 188. If a team is fixed, let’s found a company. Copyright 2017 Masayuki Tadokoro All rights reserved

Hinweis der Redaktion

  • What is good startup idea
    Does the issue really exist?
    Do you provide solution to the issue?
    Does product have market?
    Formulating team to grow
  • We found out that painful issue exists through interview to evangelist users

    Delight users with experience they will remember
    https://www.youtube.com/watch?v=oQOC-qy-GDY
    talk to users
    21:30
  • In this Problem-solution-fit phase, you will verify what kind of solution you are to provide to the issue.


    http://innova-jp.com/2-million-lesson-startup/
    Cross-10とは、「早めに製品化し、自分の商品・サービスを10人に売ってみる」というスタートアップの手法である。10人にすら売れないものは、1億人に売れる商品・サービスには絶対になり得ない。その場合、さっさと商品・サービスの開発を止めるべきだろう。
  • Path to find good business idea:
    verify the quality of issues first
    then, verify the quality of solution
  • You should always start by asking “Does customer really suffer from painful issues?”
  • https://www.youtube.com/watch?v=qAws7eXItMk
  • Create a blueprint for service/system design based on the varied issue hypothesis
  • 話しながら記憶していく:
    ストーリーを話しながら、カードかポストイットに考えていることを書き出して
    思考を表出かする
  • You should always start by asking “Does customer really suffer from painful issues?”
  • 話しながら記憶していく:
    ストーリーを話しながら、カードかポストイットに考えていることを書き出して
    思考を表出かする
  • 機能よりも、利点を強調すべきである。
    すぐれた価値提案とは、顧客の立場を理解した上で、
    製品を使った時に得られる便益に注目したもの
  • You should always start by asking “Does customer really suffer from painful issues?”
  • ソリューション 


    価値提案    フィーチャー  
  • Set up one-on-one interview in order to get feedback.
    Avoid one-to-N interview, since you cannot hear open opinions

    P163 start-up owener’s manual
  • Customers cannot imagine what car-riding is like since they’ve only riden houses
  • Nevertheless, you should ask what is “magic ramp”
  • 1 If you have magic ramp and can do anything you want to do. How would you like to do in order to complete [issue or operation]
    2 Did you find the solution which is close to the [magic ramp]?
    3 Why the customers don’t use the solution?
    4 How much time/effort you can save when you use the magic ramp
    5 How much budget can you get for the magic ramp product?
    6 Do you have clear product image such that customer will be impressed and start using the product?

    Closing: When the prototype of magic ramp was built, can we meet up again?

    http://skillhub.jp/blogs/138#sthash.Cmlv2Z6X.dpuf
  • It would be really helpful if we have [magic ramp solution] If I have [magics ramp solution], I would use this way. I would like to have the solution immediately


    Face to face でインタビューを行う
    1 現在(タスクやオペレーション)をするのにどのように行っていますか?
    2 (タスクやオペレーション)を完遂するためのツール、製品、アプリ、裏技などがあれば教えてください
    3 もし魔法の杖があって何でもできるとしたら、何をしたいと思いますか?
    4 最後にあなたが、(タスクやオペレーション)をしたとき、それをこなす直前に何をしていましたか? また(タスクやオペレーション)を終わらせたとき、何をしましたか?
    5 (タスクやオペレーション)について、その他に私が聞くべきことはありますか? -
  • How the customer describe [magic ramp]
    Is [magic ramp] technically feasible?
    Is there any barrier for customer to purchase or use the product if the [magic ramp] can be built
    Can user use [magic ramp] fitted in every day context?
    If the customer won’t buy the [magic ramp], what would be the reason[s]?
  • ソリューション 


    価値提案    フィーチャー  
  • Face to face でインタビューを行う
    1 現在(タスクやオペレーション)をするのにどのように行っていますか?
    2 (タスクやオペレーション)を完遂するためのツール、製品、アプリ、裏技などがあれば教えてください
    3 もし魔法の杖があって何でもできるとしたら、何をしたいと思いますか?
    4 最後にあなたが、(タスクやオペレーション)をしたとき、それをこなす直前に何をしていましたか? また(タスクやオペレーション)を終わらせたとき、何をしましたか?
    5 (タスクやオペレーション)について、その他に私が聞くべきことはありますか? -
  • Face to face でインタビューを行う
    1 現在(タスクやオペレーション)をするのにどのように行っていますか?
    2 (タスクやオペレーション)を完遂するためのツール、製品、アプリ、裏技などがあれば教えてください
    3 もし魔法の杖があって何でもできるとしたら、何をしたいと思いますか?
    4 最後にあなたが、(タスクやオペレーション)をしたとき、それをこなす直前に何をしていましたか? また(タスクやオペレーション)を終わらせたとき、何をしましたか?
    5 (タスクやオペレーション)について、その他に私が聞くべきことはありますか? -
  • <潜在的なニーズ>を満たしたり、抱えている課題を解決したい
    ー>カスタマーが解決したい課題やニーズを説明する

    <対象カスタマー>向けの
    ー>誰のためのプロジェクトなのか、あるいはソフトウェアを使うことで
    とくするのはだれなのかを説明する

    <プロダクト名>というプロダクトは、
    ー>名前をつけることで、プロダクトは命を吹き込まれる。

    <プロダクトカテゴリー>である
    ー>サービスやプロダクトが実態として何であり、
    何をするものなかを説明する

    これは<重要な利点、対価に見合う説得力のある理由>ができ
    ー>そもそもなぜ、カスタマーがこのプロダクトに対価を支払いたいのかを
    説明する

    <代替手段の最右翼>とは違って、
    ー>なぜすでに存在しているものをえらばないのか、その理由を細くする

    <差別化の決定的な特徴>が備わっている
    ー>自分たちのサービスが競合相手と何が違うのか、より良い部分は
    どこかを説明し、差別化する。これは極めて重要である。
    なぜなら、自分たちのプロジェクトへの投資を正当化できる箇所は
    実質的にここだけだからである
  • <潜在的なニーズ>を満たしたり、抱えている課題を解決したい
    ー>カスタマーが解決したい課題やニーズを説明する

    <対象カスタマー>向けの
    ー>誰のためのプロジェクトなのか、あるいはソフトウェアを使うことで
    とくするのはだれなのかを説明する

    <プロダクト名>というプロダクトは、
    ー>名前をつけることで、プロダクトは命を吹き込まれる。

    <プロダクトカテゴリー>である
    ー>サービスやプロダクトが実態として何であり、
    何をするものなかを説明する

    これは<重要な利点、対価に見合う説得力のある理由>ができ
    ー>そもそもなぜ、カスタマーがこのプロダクトに対価を支払いたいのかを
    説明する

    <代替手段の最右翼>とは違って、
    ー>なぜすでに存在しているものをえらばないのか、その理由を細くする

    <差別化の決定的な特徴>が備わっている
    ー>自分たちのサービスが競合相手と何が違うのか、より良い部分は
    どこかを説明し、差別化する。これは極めて重要である。
    なぜなら、自分たちのプロジェクトへの投資を正当化できる箇所は
    実質的にここだけだからである
  • 明快になる

    チームの意識をカスタマーに向けさせる

    核心を捉える
  • アプリのタイプを
    選択して全体構成が決まったら、
    画面遷移、つまり、プロダクト内での画面を図にまとめる

    必要な画面を洗い出し、
    各画面の役割、画面に実装する機能や
    表示するコンテンツ、遷移の流れを整理する
  • 文脈:文脈が変われば、システムが変わらなくてもUXは変化します
    UX領域における文脈は、
    社会的な文脈(他の人と一緒に使うこと)
    物理的な文脈(机におくのか、トイレに置くのか)
    仕事の文脈(システムを取り巻く仕事で、他にも注意する必要のあるもの)
  • <<< drastically reworded, please consider and confirm. >>>
  • http://thebridge.jp/2015/08/design-your-own-jewerly-with-monomy
  • https://www.youtube.com/watch?v=qAws7eXItMk
  • ・高いレベルでプロダクト像の認識合わせができる

    クライアントが、デザイナー、エンジニアなど、プロジェクト関係者と
    お互いの考えを述べながら作業をするので、高いレベルで認識をすり合わせるのが
    可能になる
  • クライアントとの共同作業は、ヒアリングでは(ー>文字にしてしまうと死んでしまう)聞き出せない潜在的なニーズを洗い出しすることができる

    クライアント自ら手を動かして、作成するからこそ気づく潜在的な要素がある
  • クライアントからその場で、即座にフィードバックがえれるので、 すぐに軌道修正ができる。
    デザイナーやエンジニアなど制作サイドとの伝言ゲームや認識違いがおきない
  • カスタマーと関係者が一緒に考えるので、カスタマーの参加者意識を喚起できる
    カスタマーの”発注業者にまかせておけばいい”
    プロマネの”設計や現場メンバーにまかせればよい”
    デザイナーの”仕様通りにデザインすればよい”
    エンジニアの”設計通りに実装すればよい”
    といいった他人任せの考えがなくなる
  • Fidelity

    https://html5experts.jp/miyuki-baba/13369/

    fidelytyは正確性という意味
  • Fidelity

    https://html5experts.jp/miyuki-baba/13369/

    fidelytyは正確性という意味
  • Fidelity

    https://html5experts.jp/miyuki-baba/13369/

    fidelytyは正確性という意味
  • Fidelity

    https://html5experts.jp/miyuki-baba/13369/

    fidelytyは正確性という意味
  • シナリオや画面フローに合わせて画面の順番を
    組み立てて、タップできる範囲を指定したり
    簡易なインタラクションを作成できる。
  • ・直感的に使用できるか?
    簡単に学習できるか?

    サイトやスマホや、サイトにアクセス、もしくは
    ダウンロードされたら、即座に使われ始める

    基本的に、取り扱い説明書などない
    簡易的なものがほとんどである、
    初見でも使い方を理解出来る。
    もしくはすぐに理解できて、次回以降は
    迷わずに使えることを意識して、
    可能な限りカスタマーの学習コストを下げられるようにする

    ・操作要素や情報を最適な場所に配置しているか?
    頻繁に使用される機能が割り当てられているボタンがわかりにくい、
    もしくは押しにくい場所に配置されていたり、もっとも必要とされる情報が
    スクロールしないと表示されないのは論外である。

    各要素に優先順位付け、必要とされるコンテンツがすぐにわかる画面構成を作成する

    ・内容はわかりやすいか?
    コンテンツの内容が一目で理解出来るわかりやすさも、プロダクトの使い道
    を向上させる重要なポイントである
  • ・直感的に使用できるか?
    簡単に学習できるか?

    サイトやスマホや、サイトにアクセス、もしくは
    ダウンロードされたら、即座に使われ始める

    基本的に、取り扱い説明書などない
    簡易的なものがほとんどである、
    初見でも使い方を理解出来る。
    もしくはすぐに理解できて、次回以降は
    迷わずに使えることを意識して、
    可能な限りカスタマーの学習コストを下げられるようにする

    ・操作要素や情報を最適な場所に配置しているか?
    頻繁に使用される機能が割り当てられているボタンがわかりにくい、
    もしくは押しにくい場所に配置されていたり、もっとも必要とされる情報が
    スクロールしないと表示されないのは論外である。

    各要素に優先順位付け、必要とされるコンテンツがすぐにわかる画面構成を作成する

    ・内容はわかりやすいか?
    コンテンツの内容が一目で理解出来るわかりやすさも、プロダクトの使い道
    を向上させる重要なポイントである
  • ツールを使ったプロトのメリット
    ・動きまで表現出来る
    ・実物に近い状況で検証
    ・デジタル形式で管理、共有できる

    デメリット:
    メンバー全員で作成できない
    ー>最初のイテレーションは全員でペーパーでやる
    ー>次のイテレーションは、ツールを使ってやる

    柔軟性に欠ける
    紙のようにミーティングの場で切ったり貼ったりできないため
    柔軟性にかける。
  • https://balsamiq.com
    シンプルで使いやすい
  • By using application called POP, you can convert paper prototype into wireframe

    Popを使うと、リンクを貼ることができる
    これ以外にもいろいろなツールがあるので活用する
  • You can create moving wireframe by using Pratt
  • Several month → Several days
    If you start coding, it would take months; with prototype you can create within several days
  • The most precious resource for start-up is time. Start-up, that learns the most before burn all the resources, will win
  • https://www.youtube.com/watch?v=qAws7eXItMk
  • Get out of the building with prototype and talk to users!

    Delight users with experience they will remember
    https://www.youtube.com/watch?v=oQOC-qy-GDY
    talk to users
    21:30
  • Listening to customer is key
  • *P152 スタートアップオーナーズマニュアル
  • http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
  • 新たな知は、経験に基づいて暗黙のうちに持つ主観的な「暗黙知」と、言葉で表現できる客観的な「形式知」が、対話を通して相互に変換し、スパイラルに循環していくなかで生まれる。
    タグ&個別ページへのリンク
  • ー十分に痛みのある課題の存在が存在することを確証した
    ー課題を解決するのに必要最小限の機能が明確にできた
    ーソリューションを使ってくれそうな顧客プロフィールが特定できた
  • Path to find good business idea:
    verify the quality of issues first
    then, verify the quality of solution
  • You should always start by asking “Does customer really suffer from painful issues?”
  • https://www.youtube.com/watch?v=qAws7eXItMk
  • 分析のやりすぎもよくないが、
    分析をやらなければ失敗する
    eric ries
  • https://www.youtube.com/watch?v=qAws7eXItMk
  • パートタイム
    (週1回)

    仮CEO
    仮CTO

    CEO
  • Why do you need co-founder(s)?
  • It is because you can speed up your business

    It will take 3.6 times if you have done it by yourself
  • The most precious resource for start-up is time. Start-up, that learns the most before burn all the resources, will win
  • You are more likely to fail if you start a startup by yourself
    http://10years.firstround.com
  • http://mashable.com/2011/12/25/how-co-founders-met/
    http://takanoridayo.blog.shinobi.jp/Entry/367/
  • By using framework like lean canvas, you and your cofounder(s) can share own perstictive and you can build business complete model
  • You can help each other especially in tough times

    Pivot is actually near death experience. You will be turned down more than 95%. You will have to throw more than 90% of your code
  • When you do a start-up, you will keep rejected

    start-upは拒否され続ける
    https://www.youtube.com/watch?v=KQJ6zsNCA-4
  • Doing start up is like being smushed face repeatedly, while working in large corporate is like being torched

    スタートアップっぽい動きをするとそれは死への一歩である
  • You can accelerate your learning by talking with cofounders on what you have learnt or tough experiences
  • 重要な課題を克服するために
    挫折を乗り越えた経験があるか?
  • 知能レベルが、最高でなくても、最大限の粘り強さを発揮して
    努力する人は、知能レベルが最高に高くても、あまり粘り強く努力
    しない人よりも、はるかに偉大な功績を収める
  • Find someone like James Bond
  • たとえば、Gameが大好きだけど、
  • Quality of issue you can discover depends on your expertise, industry knowledge and knowledge on how the particular market is evolving
  • ゼネラリストはいろんな帽子をかぶることに慣れている
    コードを書く日もあれば、分析することもある、
    別の日にはテストを担当することもある

    曖昧な状況に抵抗がない人
    ー>あらかじめ何もかもがしっかり、きっちり
    トト持っていることはない。
    要求は出揃っていないだろうし、計画は変わる。
    こうした状況に適応していかなければならない。
  • cofouderはpivotできない
  • https://www.cbinsights.com/blog/startup-failure-reasons-top/
  • スキルや、人脈が被っていると、役割分担や仕事内容で揉めることがある、良い補完関係を目指そう
  • Person you want to avoid as co-founder
  • Person never hacked (Obeying to conventional method)
  • A person with idea, not a person with action
  • Person never succeeded
  • Technology-phobia
  • カスタマーから学べない人
  • Too optimistic
  • Have little flexibility
  • Not possessing domain expertise
  • Obsess with monetary incentives
  • Obsess with work-life balance
  • Person showing off start-up knowledge
  • Obsess with roles/entitlement

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