creating products that people love
TRANSCRIPT
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CREATING PRODUCTSTHAT PEOPLE LOVE
TOM NGUYEN, ADOBE / @TOMNG
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HOWDY
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1. FOCUS ON PEOPLE’S PROBLEMS2. SIMPLIFY
3. ITERATE QUICKLY
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“ONE OF THE SIMPLEST, MOST CREATIVE, MOST JOYOUS
APPS EVER WRITTEN”–DAVID POGUE
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1. FOCUS ON PEOPLE’S PROBLEMS
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EVERY GREAT PRODUCT IS GREAT AT SOLVING A
PROBLEM FOR PEOPLE.
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BUT WHO ARE WE HELPING?
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WHO DO YOU TALK TO FIRST?
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AN AVERAGE USER, RIGHT?
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NOPE.
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THE WORST THING:MOST PEOPLE ARE NICE
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X + 1!I WOULD TOTALLY USE IT!
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IT'S EASY TO GET PEOPLE TO TELL YOU“I'LL USE THAT IF YOU BUILD IT”
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BUT IT’S ALMOST IMPOSSIBLE TO GET PEOPLE TO USE A NEW PRODUCT
JUST TO SOLVE A MINOR ANNOYANCE.
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THERE’S A BETTER WAY
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YOU LEARN MORE QUICKLY AT THE EXTREMES
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STARTUPS?
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STEP 1. TALK TO NONPROFITSSTEP 2. ???????????
STEP 3. PROFIT!!
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YOU CAN’T TRUST WHAT PEOPLE SAY
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(FOCUS GROUPS STINK)
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BUT YOU CAN TRUST WHAT PEOPLE DO
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HIGH NEED + LOW RESOURCES = WORKAROUNDS
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WORKAROUNDSWHAT PEOPLE DO TELLS YOU MORE THAN
WHAT THEY SAY
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WOOHOO!
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WHY TELLS YOU MORE THAN WHAT
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SO WHY WERE YOU WILLING TO SPEND $10K ON THOSE TWO MINUTE VIDEOS?
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WHY IS YOUR BIGGEST SHOVEL TO GET TO DEEPER UNDERSTANDING
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CUSTOMER SEGMENTSPEOPLE WITH LIMITED RESOURCES THAT
WANT TO PERSUADE, EXPLAIN, OR INSPIRE AUDIENCES EFFECTIVELY ONLINE.
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PROBLEM
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UNIQUE VALUE PROPOSITIONPUBLISH AN ENGAGING, IMPACTFUL
PERSUASIVE VIDEO THAT CAN BE EASILY SHARED IN 30 MINUTES
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2. SIMPLIFY
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PRACTICE RADICAL SIMPLICITY
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1. IDENTIFY THE CONSTRAINTS2. DO THE DUMBEST THING THAT MIGHT
POSSIBLY WORK
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CONSTRAINTS DRIVE CREATIVITY.
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SO HOW DO WE TEST IT?
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AN MVP BY ANY OTHER NAME…
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MINIMUM VIABLE PRODUCT
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TEST THE RESULT,NOT THE PRODUCT
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FAKE IT BEFORE YOU MAKE IT
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SHOW PEOPLE BEFORE YOU’RE PROUD
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ALWAYS START BY CHEATING.
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WE WERE WRONG
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IT’S OK TO GET IT WRONGWHEN YOU CAN FIX IT FAST
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SCAFFOLDING
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3. ITERATE QUICKLYITERATION MAKES EVERYTHING BETTER
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HELPING MILLIONS AND MILLIONS OF PEOPLE
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1. FOCUS ON PEOPLE’S PROBLEMS2. SIMPLIFY
3. ITERATE QUICKLY
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BUILD GREAT THINGS
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THANK YOUSTAY IN TOUCH: @TOMNG