Prototyping Your Experiences
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Transcript of Prototyping Your Experiences
1PAGEPROTOTYPING EXPERIENCES // Kiba Case Study
PROTOTYPING EXPERIENCES
Exploring Disruptive User Experiences
Before You Build Them
2PAGE
Design Research is a hunt for clues
about what to make.
PROTOTYPING EXPERIENCES // Kiba Case Study
5PAGE
I ride a
ll of th
e
time
I ride o
nce i
n a
while I rode o
nce
I’ve se
en ot
hers
ride y
aks
I’ve he
ard
abou
t riding
yaks
What?
DEPTH OF EXPERIENCE
VERY
EXP
ERIE
NC
ED
TOTA
LLY
UN
AWAR
E
Never
heard
of it,
but I u
nders
tand
what it
mea
ns.
EXPERIENCE LEVEL How much yak riding experience do you have?
PROTOTYPING EXPERIENCES // Kiba Case Study
6PAGE
DEPTH OF EXPERIENCE
VERY
EXP
ERIE
NC
ED
TOTA
LLY
UN
AWAR
E
I ride a
ll of th
e
time
I ride o
nce i
n a
while I rode o
nce
I’ve se
en ot
hers
ride y
aks
I’ve he
ard
abou
t riding
yaks
What?
Never
heard
of it,
but I u
nders
tand
what it
mea
ns.
EXPERIENCE LEVEL How much yak riding experience do you have?
PROTOTYPING EXPERIENCES // Kiba Case Study
7PAGE
DEPTH OF EXPERIENCE
NO
VICE
VERY
EXP
ERIE
NC
ED
TOTA
LLY
UN
AWAR
E
“Do you prefer to ride your yak bare back,or with a saddle?”
-Question for a Novice
I ride a
ll of th
e
time
I ride o
nce i
n a
while I rode o
nce
I’ve se
en ot
hers
ride y
aks
I’ve he
ard
abou
t riding
yaks
What?
Never
heard
of it,
but I u
nders
tand
what it
mea
ns.
EXPERIENCE LEVEL How much yak riding experience do you have?
PROTOTYPING EXPERIENCES // Kiba Case Study
8PAGE
It hap
pens a
ll
of the
time
It hap
pens o
nce
in a w
hileIt h
appen
ed
once
I’ve se
en it
happen
I’ve he
ard
abou
t it What?
DEPTH OF EXPERIENCE
NO
VICE
VERY
EXP
ERIE
NC
ED
TOTA
LLY
UN
AWAR
E
}Noise
“Do you prefer to ride your yak bare back,or with a saddle?”
-Question for a Novice
Never
heard
of it,
but I u
nders
tand
what it
mea
ns.
EXPERIENCE LEVEL How much yak riding experience do you have?
PROTOTYPING EXPERIENCES // Kiba Case Study
9PAGE
DEPTH OF EXPERIENCE
POTEN
TIAL C
USTO
MER
VERY
EXP
ERIE
NC
ED
TOTA
LLY
UN
AWAR
E“Do you think you’d ever try riding a yak?”
-Question for a potential customer
I ride a
ll of th
e
time
I ride o
nce i
n a
while I rode o
nce
I’ve se
en ot
hers
ride y
aks
I’ve he
ard
abou
t riding
yaks
What?
Never
heard
of it,
but I u
nders
tand
what it
mea
ns.
EXPERIENCE LEVEL How much yak riding experience do you have?
PROTOTYPING EXPERIENCES // Kiba Case Study
10PAGE
DEPTH OF EXPERIENCEPO
TENTIAL
CU
STOM
ER
VERY
EXP
ERIE
NC
ED
TOTA
LLY
UN
AWAR
E“Do you think you’d ever try riding a yak?”
-Question for a potential customer
} Noise
I ride a
ll of th
e
time
I ride o
nce i
n a
while I rode o
nce
I’ve se
en ot
hers
ride y
aks
I’ve he
ard
abou
t riding
yaks
What?
Never
heard
of it,
but I u
nders
tand
what it
mea
ns.
EXPERIENCE LEVEL How much yak riding experience do you have?
PROTOTYPING EXPERIENCES // Kiba Case Study
11PAGE
EXPERIENCE LEVEL How much yak riding experience do you have?
DEPTH OF EXPERIENCE
VERY
EXP
ERIE
NC
ED
TOTA
LLY
UN
AWAR
E
NO
VICE
EXPERT
BEGIN
NER
CURIOUS
AWARE
POTENTIAL CUSTOMER
I ride a
ll of th
e
time
I ride o
nce i
n a
while I rode o
nce
I’ve se
en ot
hers
ride y
aks
I’ve he
ard
abou
t riding
yaks
Never
heard
of it,
but I u
nders
tand
what it
mea
ns. Wha
t?
PROTOTYPING EXPERIENCES // Kiba Case Study
12PAGE
Where does that leave disruptive experiences that nobody has experienced yet?
PROTOTYPING EXPERIENCES // Kiba Case Study
13PAGE
How can we understand which experiences are desirable…
…before we make huge investments in making them feasible?
PROTOTYPING EXPERIENCES // Kiba Case Study
14PAGE
If the question you want to ask requires more depth of experience…
…experience prototyping might be right for you.
PROTOTYPING EXPERIENCES // Kiba Case Study
15PAGE
An Experience Prototype tries to bring key aspects of an experience to life, without having to create every aspect of the experience.
PROTOTYPING EXPERIENCES // Kiba Case Study
16PAGE
A mechanical turk can tell you how people feel about a machine that plays chess, without having to make a machine that plays chess.
PROTOTYPING EXPERIENCES // Kiba Case Study
17PAGE
Rough storyboards can help people understand the broad strokes of what the experience might be like.
PROTOTYPING EXPERIENCES // Kiba Case Study
18PAGE
Better resolved storyboards bring more detail and tighter storytelling to the concepts.
PROTOTYPING EXPERIENCES // Kiba Case Study
19PAGE
But at some point, the depth of experience you need requires an immersive prototype.
That’s when things get really interesting.
PROTOTYPING EXPERIENCES // Kiba Case Study
20PAGE
Imag
ining
MO
ST R
ESO
LUTI
ON
LEA
ST R
ESO
LUTI
ON
Explai
ning
Acting it
Out
Drawing a
picture
Making a
Quick Video
Having so
meone e
lse try
an as
pect o
f your e
xperi
ence
Making a
Storyboard
MORE EXPENSIVE AND TIME CONSUMING
Building Resolution …but just enough
Having so
meone e
lse try
multiple
aspec
ts of y
our exp
erien
ce
Trying yo
ur actu
al product
PROTOTYPING EXPERIENCES // Kiba Case Study
22PAGE
Kiba TARGET EXPERIENCE
A camera is capturing what is happening in your
house
A computer is looking at the feeds from the camera, and
finding the “best clips.”
The “best clips” are sent to you in a feed, for you to
watch.
You cannot imagine how you lived without such
a device. Become a Vida
evangelist.
Kiba captures and curates life’s big little moments.
PROTOTYPING EXPERIENCES // Kiba Case Study
23PAGE
KIBA TARGET EXPERIENCE
A camera is capturing what is happening in your
house
A computer is looking at the feeds from the camera, and
finding the “best clips.”
The “best clips” are sent to you in a feed, for you to
watch.
You cannot imagine how you lived without such
a device. Become a Vida
evangelist.
Does anything worth watching happen in your
house?
What are the clips that users
want to see?
How much of what is
happening is interesting?
Why?
When and how do you want to consume those
clips?
Do you want to share them?
What are the high level take aways when
people see their own lives in a
new way?FUN
DA
MEN
TAL
QU
ESTI
ON
S
PROTOTYPING EXPERIENCES // Kiba Case Study
24PAGE
A camera is capturing what is happening in your
house
A computer is looking at the feeds from the camera, and
finding the “best clips.”
You cannot imagine how you lived without such
a device. Become a Vida
evangelist.
CAMERA THAT WE CAN ACCESS
REMOTELY
ALGORYTHMS THAT CAN
IDENTIFY “BIG, LITTLE
MOMENTS
A “FEED” OF VIDEOS.
TEC
HN
ICA
L H
UR
DLE
S CUSTOM HARDWARE
UNDERSTAND TARGETS, AND
CREATE SOFTWARE THAT
FINDS THEM.
CUSTOM UX, SOFTWARE AND
THE SERVERS TO RUN IT.
The “best clips” are sent to you in a feed, for you to
watch.
KIBA TARGET EXPERIENCE
PROTOTYPING EXPERIENCES // Kiba Case Study
25PAGE
How can we understand which experiences are desirable…
…before we make huge investments in making them feasible?
PROTOTYPING EXPERIENCES // Kiba Case Study
26PAGE
A camera is capturing what is happening in your
house
A computer is looking at the feeds from the camera, and
finding the “best clips.”
You cannot imagine how you lived without such
a device. Become a Vida
evangelist.
CAMERA THAT WE CAN ACCESS
REMOTELY
ALGORITHMS THAT CAN
IDENTIFY “BIG, LITTLE
MOMENTS
A “FEED” OF VIDEOS.
WO
RK
A
RO
UN
DS
DROPCAMHUMANS
LOOKING A LOTS OF VIDEO
The “best clips” are sent to you in a feed, for you to
watch.
KIBA TARGET EXPERIENCE
PROTOTYPING EXPERIENCES // Kiba Case Study
27PAGE
Recrui
t via
person
al
conn
ectio
ns
and Crai
g’s
List
DEPTH OF EXPERIENCE
We retu
rn to
watch
the m
ost in
teres
ting
video
s from
their
feed an
d talk a
bout
the ex
perien
ceDeploy
camera
s and
discus
s wha
t
users
antic
ipate
Users
experi
ence
feeds f
or 10
days.
Team members watch ALL of the video, extract clips and update the
feeds manually
KIBA EXPERIENCE PROTOTYPE
PROTOTYPING EXPERIENCES // Kiba Case Study
28PAGE
QUESTION ANSWER
Did anything happen in people’s homes?
YES! We saw lots of things happening. But what outsiders thought was interesting, and what users found interesting were different! Context is king.
PROTOTYPING EXPERIENCES // Kiba Case Study
29PAGE
QUESTION ANSWERWhat clips did people want to see? How much of what is happening is interesting? Why?
The clips people found interesting were intensely personal. They weren’t funny cat videos—they’re videos of my cats, and only I really get why this is funny.
PROTOTYPING EXPERIENCES // Kiba Case Study
30PAGE
QUESTION ANSWERWhen and how do you want to consume those clips? Do you want to share them?
There’s not as much happening, compared to social media. So the watching behavior is different.
And the audience is a lot smaller.
PROTOTYPING EXPERIENCES // Kiba Case Study
31PAGE
QUESTION ANSWER
What are the high level take aways when people see their own lives in a new way?
Privacy is not having to exert the energy to keep up appearances.
Security just means I don’t have a reason to distrust you yet.
PROTOTYPING EXPERIENCES // Kiba Case Study
32PAGE
QUESTION ANSWER
What are the high level take aways when people see their own lives in a new way?
Everybody is worried about the potential for spying.
Everybody does some spying.
PROTOTYPING EXPERIENCES // Kiba Case Study
33PAGE
A camera is capturing what is happening in your
house
A computer is looking at the feeds from the camera, and
finding the “best clips.”
The “best clips” are sent to you in a feed, for you to
watch.
You cannot imagine how you lived without such
a device. Become a Vida
evangelist.
Exploring experience imperfectly informs the development of a more perfect experience
KIBA TARGET EXPERIENCE
PROTOTYPING EXPERIENCES // Kiba Case Study
35PAGE
Ground Rules: Generative session: only add, don’t argue Build on the ideas of others: not an originality contest! Probe the nuances. Go for quantity: if it doesn’t hurt, it’s not working
Set up: Whiteboard, Team Members, One Hour
PROTOTYPING EXPERIENCES // Kiba Case Study
36PAGE
What are your guiding hypotheses: why and how might your product find a niche in people’s lives? How will it get their attention? Why will people care?
These are the things you WANT people to say about you.
(20 min)
PROTOTYPING EXPERIENCES // Kiba Case Study
37PAGE
What are your dreaded hypotheses: how and why might your product fail to fit into people’s lives? Why might they lose interest? Why would they NOT care?
These are the things you are AFRAID people might say about you.
(20 min)PROTOTYPING EXPERIENCES // Kiba Case Study
38PAGE
How well do you think you understand these hypotheses? Which have you investigated? How much do you trust the results?
PUT A CIRCLE IN FRONT OF EACH HYPOTHESIS THAT IS NOT WELL UNDERSTOOD.
(5 min)PROTOTYPING EXPERIENCES // Kiba Case Study
39PAGE
What are the most pivotal positive and negative hypotheses to investigate, from a customer experience standpoint?
PUT AN X IN FRONT OF EACH HYPOTHESIS THAT IS CRUCIAL TO YOUR CUSTOMER EXPERIENCE.
(5 min)PROTOTYPING EXPERIENCES // Kiba Case Study
40PAGE
Everything that has an X AND an O in front of it needs investigation!
How could you investigate those hypotheses?
PROTOTYPING EXPERIENCES // Kiba Case Study
41PAGE
Imagine a world where you can do anything you want. What would your experiments look like? Then bring it back to reality; what could a doable version of that experiment look like?How can you bring the key aspects to life as quickly and cheaply as possible?
PROTOTYPING EXPERIENCES // Kiba Case Study
42PAGE
www.getkiba.com
PROTOTYPING EXPERIENCES // Kiba Case Study