Product design process in agile, lean development

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  • Product Design

    Petr Prisyazhniuk Product Director Intellectsoft

  • MVP

    IDEA

    DATA

    BuildLearn

    Measure

    Lean Startup

  • MVP

    A Minimum Viable Product is the smallest thing you can build that delivers customer value

  • IDEA MVP

    I have an idea - lets build an MVP!

    Is it that simple?

  • IDEA MVP

    Hypothesis & Opportunities

    In reality there are an unlimited number of hypothesis, opportunities and variations -so how to choose the most successful one?

  • 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, UX\UI?5. How much time and money will it take?6. Can it be monetized?

  • / 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

  • User needsTime

    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

  • 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:

  • User interviews

    Market discovery, researches and statistics Trends

    Competitors

    Opinion leaders

    Contextual research

    Analytics

    Discover Define Ideate Prototype Test

    1.

  • Customer journey mapping People

    - say- do- think - feel

    Story mapping

    Lean business model canvas

    Discover Define Ideate Prototype Test

    2.

  • Team ideationsessions

    Sketches

    Discover Define Ideate Prototype Test

    3.

  • Prototype

    - Wireframes

    - Clickable and designed prototypes

    Discover Define Ideate Prototype Test

    4.

  • Discover Define Ideate Prototype Test

    User Interviewing

    5.

  • Results:

    1. Understanding of user pains, gains, and job they want to accomplish

    2. Validated hypothesis of a solution3. Prioritized features4. Clear vision of implementation: technical, UX\UI5. Time and money estimates6. Validated monetization

  • So what is next?

  • MVP

    IDEA

    DATA

    BuildLearn

    Measure

    Build MVP and prove with real data!

  • Discover Define Ideate Prototype Test

    Features

    TO DEVELOPMENT

    TEAM

    Product design sprint

  • 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

  • PRODUCT DESIGNProduct managerProduct ownerDesigner UX\UIEngineersStakeholders

    PRODUCT DEVELOPMENT Product ownerScrum master UI Designer Engineers QAs

  • Thanks.

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