Product Design Starts with Better Questions - a talk on Product design, UX research and a cool Revolut case product / service study.

1. Product design
starts with
Better Questions
@tadejmursic
Tadej Mursic
@tadejmursic
Spletne Urice #98

2. • Who’s with us today? Product that made a mark on you?
• Product design - a “new” dawn
• Revolut Case Study – banking service / product example
Aloha!

3. 3/56 https://en.wikipedia.org/wiki/Paul_Watzlawick
“You cannot not communicate.”
~ Paul Watzlawick

4. 4/56
“You cannot not design.”
~ me

5. 5/56
Intersections

6. User
It’s not about whether your organization values “design.” It’s
about whether your organization truly values humans.
~ Kim Goodwin, @kimgoodwin
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7. InVision, Design Better https://www.designbetter.co/ 7/56

8. Salesforce Design Principles, https://www.lightningdesignsystem.com/guidelines/overview/ 8/56

9. From
making people want products
to
making products people want.
John Wilshire, Smithery.com
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10. From
.
to
.
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Product
Product
Promo
Promo

11. Reality 1:1
Habitual Grid
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12. 1. Look broader
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Reality 1:10

13. User Journey
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UX Pressia, https://uxpressia.com/templates/cjm-for-banking-finance-for-people

14. 2. Look closer
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Reality 10:1

15. 1st Principles Thinking
1. Identify and define your current assumptions.
2. Breakdown the problem into its fundamental principles.
3. Create new solutions from scratch.
Doubt deeper by asking deeper questions.
Deconstruct the problem.
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16. 16/56
think
outside
doubt
outside

17. 3. Think beginner / different / younger
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Perspective Shift / New Reality / New Curve

18. Naïve Realism
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Psychological principle: naive realism.
[It means that] even though your belief about the way the world is
just seems so compelling or so self-evident, it doesn’t mean that it
really is [true].
Whenever we reach a conclusion, it just seems like it’s the right
one.
In fact, a lot of what we see and conclude about the world is
authored by our brains.
Once you keep that in mind, hopefully, it does give you pause, to
think about how you might be wrong, or to think about how
another person might have a case. And you might want to hear
them out.
https://www.vox.com/science-and-health/2019/1/31/18200497/dunning-kruger-effect-explained-trump

19. 19/56
Bubble
Lanaju Fotografie, Unsplash.com

20. Human
biases
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21. 21/56
Attitude
Behavior

22. Behavior

23. 23/56
Research
Not everything valuable is measurable.
What is the cost of missing something?
Ethnography.
Quanty & Qualiy.

24. Own the question,
not the answer.
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25. http://www.ycombinator.com/rfs/
Many of the best ideas we’ve funded were ones that
surprised us, not ones we were waiting for.

26. Pirates of the Caribbean: Boat Upside Down. https://www.youtube.com/watch?v=sNj8mJq65i4
How might we …?
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27. Product designers alpha tool
Thinking
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28. Challenge
TxCxB
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Technological

29. Revolut
Case:
Revolut
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30. Revolut, www.revolut.com 30/56

32. 32/12 32/56

33. 33/56

34. 34/56
Value Proposition Canvas
https://www.strategyzer.com/canvas/value-proposition-canvas

35. Value – Layer 1
P: people charged a lot (unknown high amount) for transactions when abroad >
S: Ensure to exchange money at the best possible rate >
V: do it automatically (no cognitive effort) + save money.
UX: Ease of use. Speed of use (1s). Transparency.
$: 0 cost.
<>: Super fast money exchange between users.
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36. Invite for sign-up by a message link. From web, referral.
Sign-up process below 15 min. > Do it on mobile. Auto enroll.
Onboarding, fast and simple.
Change PIN code > Through mobile.
Freeze / unfreeze card in app. > 0 fee.
Geo-located system to block suspicious transactions.
Vault. Rounding-up saving. Saving for …
Oversees medical insurance.
Multi currency Biz accounts in 5 mins!
Value – Layer 2
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37. GIFs in messages.
Weekly spending report.
Text in transactions.
Side of the physical card is blue.
Shipping of the card in 2 days.
Requesting money, sending money also by link.
Magnetic bounce in packaging.
Value – Layer 3
*User delights. Someone deeply cares.
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38. Revolut, Newsletter, Sales Promo, 12.3.2018
https://www.adweek.com/sponsored/stop-obsessing-about-experiences-start-enabling-participation/?fbclid=IwAR2CbfdGyQp1dyhUuZ4LqC8qm9O-yMmOBeTEQo4kQ_E_e3rHxM_rMQCUIg0
Help Underdog Grow
Share with Tribe
Participation (^exp) > Purpose.
Value – GH Layer
Internal Layer > Business design
External Layer > Participation

39. Aim:
“one of the largest financial-services
companies in the world.”
~ Nikolay Storonsky, Revolut, CEO
https://www.bloomberg.com/news/articles/2019-03-21/in-revolut-s-rush-to-be-uber-of-finance-mobile-bank-tests-limits
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40. Fireside Chat with Nikolay Storonsky (Revolut) | Disrupt SF 2018, https://www.youtube.com/watch?v=ozx86dJWzBA&t=643s
What, what?
“… we launched the business 3 years ago [...] we do
everything what banks do, but we make it 10× better
and 10× cheaper …”
Nikolay Storonsky, Revolut, CEO
TC Disrupt, September 2018
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41. Better product
Faster growth, no marketing ... (media costs)
10× better, 10× cheaper
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42. Why?
Metal Card?
How does metal enhance the paying experience? Why Metal?
Emojis within transfers?
Banking for a generation not understood (yet),
driving growth.
GIFs in messages?
Say what?
Canyouimaginepitching
thosethingsthrougha
regularbankapproval
process?
1yr?2yrs?Never?
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43. NovaKBM,
Instagram ad
Product:
Adv:
Revolut,
in-app feature
Product:
Adv:
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Getting
Gen Z
right?

44. From
making people want products
to
making products people want.
John Wilshire, Smithery.com
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45. Value or die.
Rants of slow support.
From a free product. That help ppl
save money, is super user friendly and
just works.
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46. Value Vs. Effort
The amount of effort you put into making something
means nothing to the people that use it.
The only thing that matters is how much value they get
out of it.
Sean Rose, @seanrose
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47. No bueno
Poor support (for free users …)
Advertising: Single-shaming …
https://www.telegraph.co.uk/technology/2019/02/08/single-shaming-revolut-banking-ad-probed-city-watchdog/ 47/56

48. The process is in the way of the organization.
The organization is in the way of the process.
Revolut 400 zaposlenih. Junij 2018. 2019 => 4 million customers.
Nova KBM konec leta 2017, 1400 zaposlenih. => thousands of customers.
https://siol.net/posel-danes/novice/nova-kbm-zmanjsuje-stevilo-zaposlenih-465889
Value – Old Banks
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49. “It’s not about the machine, it’s about
the machine builing the machine”
~ Elon Musk
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50. “Business Design is the
new Product Design.”
~ me
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Build a company (bank) that can fast track to innovation.

51. https://www.telegraph.co.uk/technology/2019/02/08/single-shaming-revolut-banking-ad-probed-city-watchdog/
Learn to love feedback.
Every piece of feedback tells you something,
even if it’s just about how you are perceived by
the giver.
Rejecting feedback is rejecting your own self
awareness.
Feedback
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52. 52/56
“Not everything valuable is measurable.”
~ Tricia Wong

53. Value – Now Vs. Trend
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What's going to change
in the next 10 years?
What’s not going to change
in the next 10 years?

54. Optimize for…?
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Pick x!
Good, Cheap & Fast: pick two! by Jardson Almeida, https://dribbble.com/shots/3262638-Good-Cheap-Fast-pick-two
Good
Cheap
Fast
Simple
Min Cognitive Load
Ecosystem effects

55. Jurassic Park, 1993, Universal Pictures.
“… your scientists were
so preoccupied with
whether or not they
could
that they didn't stop to
think if they
should.
~ Ian Malcolm*
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*ficitonal character :)

56. Hiwaldo.com 56/56

57. Killed by Google, https://killedbygoogle.com/ 57/56
Google = Success?

58. Rejection is a success tax.
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59. Move Fast and Break Things: https://medium.com/swlh/move-fast-and-break-things-is-not-dead-8260b0718d90
Don’t:
Move fast and break things.
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60. Nassim Nicholas Taleb, Antifragile: Things That Gain from Disorder
Antifragile
Some things benefit from shocks; they thrive and
grow when exposed to volatility, randomness,
disorder, and stressors and love adventure , risk,
and uncertainty.
Yet, in spite of the ubiquity of the phenomenon,
there is no word for the exact opposite of fragile.
Let us call it antifragile. Antifragility is beyond
resilience or robustness.
The resilient resists shocks and stays the same; the
antifragile gets better.
This property is behind everything that has changed
with time: evolution, culture, ideas, revolutions,
political systems, technological innovation, cultural
and economic success, corporate survival, good
recipes (say, chicken soup or steak tartare with a
drop of cognac), the rise of cities, cultures, legal
systems, equatorial forests, bacterial resistance …
even our own existence as a species on this planet.
And antifragility determines the boundary between
what is living and organic (or complex), say, the
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61. Kevin Kelly - https://kk.org/kk/ - @kevin2kelly
Google Design Sprint - https://www.gv.com/sprint/
Do:
Slow down and fix your shit.
Try stuff.
Most will fail.
Keep making new mistakes.
Fail forward.
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62. The Goolge Cemetery - A list of dead Google products and why they died - https://gcemetery.co/
RIP
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63. https://twitter.com/i/status/1107688160958562304
Data & Design
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64. Digital is data driven.
[data+design]
Find noise in the signal.
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65. https://twitter.com/i/status/1107688160958562304
Data
Purpose driven nature of data.
It always starts with a problem.
You are trying to derive something.
Data can help you answer a question.
Get right data. It’s not the data, but how you use
it. Weave the data into your product story.
Data cannot tell you everything.
Data is interested in causality (causal
relationships, IFTTT). Because that is how you
derive power.
Derive knowledge is what data is for.
Data is no good if you don’t understand what it
can and cannot do.
You can derive knowledge from data in a
multitude of ways.
The data needs to add up to something that is
valuable for you to know.
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66. https://www.inc.com/kevin-j-ryan/the-ingenious-reason-snapchat-makes-its-app-so-hard-to-use.html
https://news.greylock.com/intuitive-design-vs-shareable-design-88ff6bb184bb
Level: Jedi
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Plan, test and innovate for …
Sharable design.
The Snapchat app uses a principle Elman refers to in a
new blog post as "shareable design": the idea that an
interface is best understood when explained by someone
else.
That type of design often is best applied to social-media
platforms, and even more so ones used largely by teens.
It's pretty likely that, in the course of using a new app, a
16-year-old is going to show it off to his or her friend.
That interaction adds value for both the newbie, who
gains knowledge about the app, and the explainer, who
feels the joy of teaching someone something they didn't
know.

67. Not enough
Time
Not enough data
(or not exact data)
Ambiguity
everywhere
Various
stakeholders
The real World
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68. 68/56

69. 69/56

70. When in doubt substract.

71. Thank you.
@tadejmursic
@
tadej.mursic@gmail.com @tadejmursic Tadej Mursic
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72. Thinking about how to improve the exp:
- how to make it interesting?
- How to make it valuable?
- How to make it enjoyable?
- How to be more engaged?
- …
… download …
… page numbers x/42
… dimming the points …
… storylike unfolding …
… rigid structure …
My part.
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