the perfect mix: simple steps to product design success
TRANSCRIPT
Scott Thielman, Ph.D.Chief Technology Officer@PCS_news
The Perfect Mix: Simple steps for product design success
Preview• Introduction to PCS• My perspective• Success levers for design innovation
– Lean, personas, prototypes– Prototype examples
• Q and A
• Firm est. 1999• 30 employees• Engineers and designers• Support innovators
Products that enhance lives
Design Driven Development
Delight your users…by design
Long career of New• 20 years in new product design• Ph.D. mechanical engineer • Hardware focus• Paradigms for success
2001 2004 2006 2008 2012 2014
Innovation levers• Lean startup principles• Leadership Personas • Prototyping mission
Minimum Viable Product (MVP)
> …that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least amount of effort. – Eric Ries
> Build the thing that lets you test your assumptions…fast. – Scott Thielman
It’s about getting to the learning efficiently
Lean startupprinciples
You are accountable for success
No longer OK to learn at launch
https://steveblank.com/2014/07/30/driving-corporate-innovation-design-thinking-customer-development/
Lean startupprinciples
Lean is the new black
> …existing companies execute a business model, start-ups look for one. – Steve Blank
> You are in a race…to learn– Validate or refute assumptions– Customer development– Test assumptions
> Rapid MVPs enable progress> Learn the most you can with your budgetMore desirable product
https://goelevenprodcdn.blob.core.windows.net/images/guidance/validatedlearningcycle.png
Lean startupprinciples
Data Driven DevelopmentBuild Measure
Learn
Customer Delight
Lean startupprinciples
YOUR CHOICE
> Validated learning will happen> MVP lets you choose when> Avoid “feature complete” fallacy> Learn what features are wanted
Tested assumptions reduce uncertainty
Lean startupprinciples
DOES IT WORK WITH HARDWARE PRODUCTS?
> Difficulty in launching> Higher expectations> (Dan Ostrower in Wired, 11/3/14)> Need Hardware MVP tactics
Hardware MVP demands ingenuity
Lean startupprinciples
HARDWARE PITFALLS
> Over-specification> “we are bringing an MVP to
market”> Voice of customer (ex: Netflix
que)Don’t let these derail your build, measure, learn cycle.
Lean startupprinciples
SCOTT’S FOUR INSIGHTS
> Test value proposition> User insights research> Prototyping> The Development KitTactics that work for hardware
Lean startupprinciples
LEADERSHIP PERSONAS
> Innovative Thinker (inventor)> Strategic Visionary (chief momentum officer)> Technical Program Manager (project manager)
Earmarks of successful startups
Personas
INNOVATIVE THINKER
> Idea person> It’s their baby> Familiar with unmet need> Love to create new things> Founder, CTO, CMO, CSOInvolved at the birth of the company
Personas
STRATEGIC VISIONARY
> Opportunity focused> Builds success narrative> Puts the pieces together> Matches budget to priorities> CEO or President
Involved when capital must be raised
Personas
TECHNICAL PROGRAM MANAGER
> Planner> Spans multiple domains> Focused on process and progress> Has purchase and hiring authority> VP of Engineering, Director of Product
Involved when milestones must be met
Personas
Partner with those who share your enthusiasm
Personas
Desirable traits– Communicators– Dedicated to craft– Enthusiastic
Personas
Prototypingmission
Prototypingmission
PROTOTYPING PROBLEM
> Resource intensive> Necessary – mark progress
Need an approach to prototype effectively
Prototypingmission
Prototypingmission
Prototypingmission
Prototypingmission
EX: PATIENT MONITOR
> Audience: Pierre Mourad, principal investigator from UW Neuros
> Purpose: Explore support architectures
Prototypingmission
EX: PATIENT MONITOR 2
> Audience: Key opinion leaders – trauma surgeons
> Purpose: Validate usability
Prototypingmission
EX: BIOLUX ORTHOPULSE
> Audience: Manufacturing vendors
> Purpose: Demonstrate form, function and finish expectations
Prototypingmission
Innovation levers• Lean startup principles• Teams and personas • Prototyping mission
New innovations are fragile
Keep them alive!
Thanks!Scott [email protected]@PCS_news
Prototypingmission