How to implement research, ideation, prototyping, user testing in agile development process? How to scale product design process? What do product manager and product owner do?

1. Product Design
Petr Prisyazhniuk
Product Director Intellectsoft

2. MVP
IDEA
DATA
BuildLearn
Measure
Lean Startup

3. MVP
‘A Minimum Viable Product is the smallest thing you can build that delivers customer value’

4. IDEA MVP
I have an idea -
let’s build an MVP!
Is it that simple?

5. IDEA MVP
Hypothesis &
Opportunities
In reality there are an unlimited number of hypothesis, opportunities and variations -
so how to choose the most successful one?

6. IDEA risks:
1. Are our vision of user pains, gains, and job they want to
accomplish right?
2. Does our solution satisfy user needs and bring value?
3. What features bring the most value and how to prioritize
the development?
4. What is the right implementation: technical, UXUI?
5. How much time and money will it take?
6. Can it be monetized?

7. / Risks
IDEA IDEA
IDEA stage is a great chance to validate plenty of hypothesis and opportunities fast and cheaply,
to choose the best ones, and to move to MVP development with much higher chances of success:
MVP MVP
At IDEA stage project uncertainty is very
high. At the same time cost of changes is low
At MVP stage costs are high and flexibility to
make changes is dramatically low

8. User needs
Time
Technology
Competition
IDEA MVP
Hypothesis &
Opportunities
ROI
It requires fast and cheap iterative process that allows to take into account most of the key factors:
user needs, competition, technology, time, cost, team, return on investment
TeamCost

9. Discover Define Ideate Prototype Test
Methodologies: Design Thinking, Google Ventures Sprint, Design Sprint
They are:
- Iterative
- User centered - each iteration is validated with user testing
- Fast and cheap - in comparison with development
- Cross-functional team is involved at each step (engineers, designers, marketers, experts)
General flow:

10. User interviews
Market discovery,
researches and statistics
Trends
Competitors
Opinion leaders
Contextual research
Analytics
Discover Define Ideate Prototype Test
1.

11. Customer journey
mapping
People
- say
- do
- think
- feel
Story mapping
Lean business model
canvas
Discover Define Ideate Prototype Test
2.

12. Team
ideation
sessions
Sketches
Discover Define Ideate Prototype Test
3.

13. Prototype
- Wireframes
- Clickable and
designed
prototypes
Discover Define Ideate Prototype Test
4.

14. Discover Define Ideate Prototype Test
User Interviewing
5.

15. Results:
1. Understanding of user pains, gains, and job they want to
accomplish
2. Validated hypothesis of a solution
3. Prioritized features
4. Clear vision of implementation: technical, UXUI
5. Time and money estimates
6. Validated monetization

16. So what is next?

17. MVP
IDEA
DATA
BuildLearn
Measure
Build MVP and prove with real data!

18. Discover Define Ideate Prototype Test
Features
TO
DEVELOPMENT
TEAM
Product design sprint

19. PRODUCT DELIVERY - responsible for delivery
- Product owner, Scrum master, Engineers, UI designers, QAs
- Story Backlog, development, quality assurance, iteration
PRODUCT DESIGN - responsible for defining product
- Product manager, Product owner, UX Designer, Engineers, Marketing, other stakeholders
- Vision and strategy, UX design, prototyping and user testing, Feature backlog, analytics, releases
Product design sprint
Development Sprint
Product design sprint
Development Sprint

20. PRODUCT DESIGN
Product manager
Product owner
Designer UXUI
Engineers
Stakeholders
PRODUCT DEVELOPMENT
Product owner
Scrum master
UI Designer
Engineers
QAs

21. Thanks.