Product tank Delhi July 2016 at oyo

Product Tank
Delhi July 2016
Hosted at OYO

© 2016 OYO | ProductTank Delhi July
Ajay Bansal
Product Lead, OYO
Zinal Patel
Shuchita Baranwal
Director Design, OYO
Talvinder Singh
Senior Product Manager, OYO
Senior Manger Design, OYO
Divye Pallav
Senior UX Designer, OYO
Facilitators
Workshop material, created,
curated and conducted by
talvinder.singh@oyorooms.com
shuchita.baranwal@oyorooms.com

FROM
FUZZY TO
FANTASTIC
1. Problem deﬁnition
2. Identify Goals
3. Deﬁne User Persona
4. Extract Goals
5. Create User Stories
6. Prioritise! Prioritise! Prioritise!
7. Design Wireframes

BEFORE
WE BEGIN
Why are we doing,
what we are doing?

A product that:
• Meets customers’ needs
• Is better than other alternatives
• Is easy to use
• Has a good value/price
Deﬁnition of
product-market ﬁt
Focus of
today’s session

Problem Space
user beneﬁt
Solution Space
product
Biz team
Product Owner
Product manager
Developers
Operations
QA
Product designer
GAP

1. Problem Deﬁnition

Bhartiya Aam Aadmi Party aka BAAP is the
ruling party of Delhi. They are about to
relaunch an Odd-Even scheme to
decongest the roads and to reduce the
pollution. Under this scheme, odd numbered
cars will ply on odd days and even
numbered cars will ply on even days.
This is expected to put severe pressure on
the public transport and hence we have
been asked to create a carpooling app.
1. Problem Deﬁnition

2. Identify Goals

Problem Space Solution Space
Not discovered yet
2. Identify Goals
Decongest trafﬁc
Reduce pollution
Save money
Reduce inconvenience
Introduce beneﬁts of carpooling

Not discovered yet
2. Identify Goals
Decongest trafﬁc
Reduce pollution
Save money
Reduce inconvenience
Introduce beneﬁts of carpooling
Biz goals
that product will aim to solve

Biz Reduce Inconvenience Not discovered yet
User Wait, who are my users? Not discovered yet
2. Identify Goals

3. User persona

We have biases, assumptions and perspectives.
We are not our users.
We need to design for them and not for ourselves.
Only then their needs will be fulﬁlled.
3. User Persona
Why do
we need this?

3. User Persona
Goals
Attitudes
Motivations
Mental Models
Relationships
Pain Points
Environment
Processes

3. User Persona
If you design for everyone,
you make no one happy
You should design for
speciﬁc types of users

We determine what types of users we serve with research.
We analyze that research to ﬁnd segments of user types.
Each type of user is represented by a model called a persona.
3. User Persona

3. User Persona
What is persona?
Personas are a speciﬁc instance of archetypes
(models) that represent groups of real users who
have similar attributes.
Think ﬁctional characters in your favourite movie
or TV series.
Each persona serves as a single surrogate for
many actual users, which produces a clear
target to aim for.

3. User Persona
What Personas are not?
Average users Roles
Stereotypes
Market segments

3. User Persona
What all should be captured?
Demographic Age, gender, education, address etc
Behaviour Hobbies, TV shows, movies, fav actor, topics of interest etc
Goals wants to make money, wants fame, wants iron throne
Sacriﬁce work extra hard, spend to learn new topics

3. User Persona > Example Persona (housing - buy)
Credits - Shuchita Baranwal ( Consumer Design Head, OYO)

3. User Persona > Example Archetypes - based on spending habit (banking)
Credits - Gaurav Bhushan (Lead Designer, Viv Labs), co illustrated by Ailladi Cortelletti

3. User Persona > Example Persona behaviour (slideshare)
Credits - Mrinal Sharma ( Senior User Experience Designer, Next Billion Users - Google)

3. User Persona > Example Persona behaviour (Komli)
Credits - Zinal Patel ( Head of design, Shuttl)

What do they
THINK & FEEL & FEAR ?
what really counts
major preoccupations
worries & aspirations
What do they
HEAR ?
boss
colleagues
influencers
friends
What do they
SEE ?
environment
friends
colleagues
what work offers
What do they
SAY & DO ?
attitude in public
appearance
behaviour towards others
PAIN
fears
frustations
obstacles
GAIN
wants/needs
measure of success
benefits
3. User Persona > Who is your who?

Exercise 1 : User Persona

4. Goals extraction

4. Goal Extraction
Identify the common goals across different personas

To triangulate the themes that your personas care
about at large.
4. Goal Extraction
Why do
we need this?

User
Personal Safety
Avoid wastage of time
Save money
Not discovered yet
4. Goal Extraction

5. User Stories

5. User Stories
As a <type of user>
I want <some goal>
so that <some reason>
end-user’s requirement, in end-user’s language, from end-user’s perspective
Should ﬁt a sticky note
Good to add, estimate and priority

Goals User Stories
User
Personal Safety Not discovered yet
Avoid wastage of time Not discovered yet
Save money Not discovered yet
5. User Stories

Exercise 2 : User Stories

• Prioritise based on customer value
• Importance vs Satisfaction framework
• Importance of user need (problem space)
• Satisfaction with how well a product meets the user’s need(solution space)
User satisfaction with current alternatives
Low High
Low
High
Importanceofuserneed
not worth going after
Competitive
market
Land of
Opportunity

Product Canvas
Communicate the key facts to a product (release) in 1 slide
to align everyone on what’s the focus

Product Vision
For whom Why? What? Success factors (product)
Top 3-5 target personas
Which problems do they have today, why
do they need a solution?
What are we doing differently? How are we solving the
problem? Why is this product worth buying?
Which are key factors that will make or break it product-wise?
Key messages & drivers (market)
How will this be messaged to the outside? What will drive
awareness and adopton?
1. Problem Deﬁnition6. Prioritise! Prioritise! Prioritise! > Product Canvas

Kano Model
helps to understand product qualities and their impact on
customer satisfaction

1. Problem Deﬁnition6. Prioritise! Prioritise! Prioritise! > Kano Model
• Attractive quality – provides satisfaction if achieved fully, do not cause dissatisfaction if not fulfilled
• One-dimensional quality – Satisfaction if fulfilled, dissatisfaction if not fulfilled
• Must-be quality – taken for granted if fulfilled, dissatisfaction if not fulfilled
• Indifferent quality – Neither good nor bad
• Reverse quality – High degree of achievement results in dissatisfaction (e.g. due to feature overload)
dissatisfied
satisfied
Fully implementedNot implemented
Delighters
Performanceneeds
Basicneeds
Indifference
dissatisfied
satisfied
Fully implementedNot implemented
Over time, exciting
innovations turn into
perceived basic needs.

Compact QFD
Prioritisation tool which focuses on customer needs and
product qualities relative to competitive products

1. Problem Deﬁnition6. Prioritise! Prioritise! Prioritise! > Compact QFD
Product quality attribute Our product Competitor A Competitor B Competitor C Competitor D
PQA 1 10 6 4 8 7
PQA 2 2 8 10 4 3
PQA 3 6 10 9 5 4
PQA 4 7 5 6 8 7
…
Product quality attribute Weighting Enhancement 1 Enhancement 2 Enhancement 3 Enhancement 4
PQA 1 1 4 10 1
PQA 2 10 3 1 7
PQA 3 7 1 2
PQA 4 4
… …
Weighted Total 11 30 20 85

3 Horizons model
communicate the high-level product roadmap structured
into activities to extending and defending the current
business and creating future opportunities.

1. Problem Deﬁnition6. Prioritise! Prioritise! Prioritise! > 3 Horizons
KnowledgeofMarket
Knowledge of Technology
New market
Existing market that we
do not serve
Existing market that we
currently serve
Existing technology that
we currently use
Existing technology
that we do not use
New technology
H
orizon
1
opportunities
H
orizon
2
opportunities
H
orizon
3
opportunities
Improvement
Extension
Variants
Cost Reduction
Adjacent growth
Next gen.
products
Exploration into new markets
Exploration with
new technologies
10%
20%
70%

7. Wireframes

What experiences
are you trying to
deliver?
From Our Users point of View
• How does this make me feel ?
• Does it provide meaning or pleasure ?
• How will it affect me?
• What value do we offer ?

7. Wireframes > MAP JOURNEYS & EXPERIENCES
• Experience as a story
• Think of memories you want to evoke and then design for those journeys
• Look for opportunities to relieve anxiety , anticipate needs , or surprise expectations
• How can you reinvent there experiences ?

7. Wireframes > JOURNEYS EXAMPLE
Credits - Gaurav Bhushan (Lead Designer, Viv Labs)

7. Wireframes > CUSTOMER JOURNEY MAP ( HOUSING -BUY)
Credits - Shuchita Baranwal ( Consumer Design Head, OYO)

7. Wireframes > WHAT WOULD MAKE A MAGIC MOMENT?
• Where would it be ?
• What would it involve?
• How would it be staged ?
• How would it be remembered ?
• How would it be retold?

7. Wireframes
Then like any good story , design
a clearly articulated beginning ,
middle and end for the magic
moment

Work on the
base Content
and create a
Flow ﬁrst !
• Write out a Flow Outline
• Draw a Flow outline
• Use short hand for designing UI flows

Wireframes
create a
mechanism
to break out of
obvious design
paradigms
• quick , quicker to create , quicker to make
revisions ,quicker to decide direction
• better defend the direction(s) you chose to pursue
• help you slow down to point in the right direction
before you speed down the wrong road

WHAT DOES A
WIREFRAME
CONSIST OF?
• What? - show main groups of content
• Where? - structure of information
• How? -A description and basic visualisation of the user
interface interaction

junior designer
Senior designer

8. Sketch! Sketch! Sketch!

By using paper,
we avoid confusing
well-designed
wireframes
for good ideas
• how something works or why something is the way it
is, is much more important than how something looks
• Keeping your ideas on paper makes them lightweight
and non-committal; anything can be changed.

8. Sketch!
“Fail fast and cheap. Fail often.
Fail in a way that doesn’t kill you” -
Seth Godin

8. Sketch! > Look for conﬂicts
• “A conflict is a place where there are two or more different approaches to solving the same
problem. Conflicting approaches are super helpful because they illuminate the choices for
your product ”
• Try several different approaches and test them against each other or go with a single
option , test and refine it further

Exercise 3: Let’s sketch!

Thanks!
OYO product &
UX Team

Product tank Delhi July 2016 at oyo

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