The experience is the product (for Mind The Product 2016)

Peter [email protected]

@peterme

A Brief History Lesson

A new photographic apparatus

A new photographic apparatus

A NEW PHOTOGRAPHIC APPARATUS.

This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a

small frame of black Bristol board. The camera contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme

bottom, B. This mirror stops at an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the

upper part of the camera. The image thus reflected is righted upon this plate.

As the objective is of short focus, every object situated beyond a distance of three yards from the apparatus is in focus. In

exceptional cases, where the operator might be nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade.

When the apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of

the objective through the pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which no light can enter.

An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior

of the camera, the doors, P and E, are closed, and the pocket is rolled up. The apparatus is thus hermetically closed, and,

containing all the accessories, forms one of the most practical of systems for the itinerant photographer.

“one of the most practical of systems for the itinerant photographer.”

You press the button, we do the rest.

The experience is the product

Technology Features Experience

This pattern continues to repeat itself…

Technology Features Experience

Technology

Features

Experience

Thanks, Martin

Tech

Business

UX

Product Management in theory Product Management in reality

Tech / BusinessAnalytical

Reductive

Rigorous

Bottom-up

Evaluative

Quantitative

UX / DesignEmotional

Additive

Intuitive

Top-down

Generative

Qualitative

Tech

Business

UX

Product Management in reality

“User experience” as a field exists because of insufficient product management

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21/3/05Architecture Diagram v0.3

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Date: March 05

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March 05

We had questions that needed answers before we could design….

Who are our users, really? How do they behave? In what context? What else are they doing?

How will we know when we’re successful? Are all the stakeholders aligned?

What’s our personality? What do we stand for?

What’s achievable at launch? Where are we ultimately headed?

User research and personas

San Francisco, CA

Connected Life ResearchUnderstand existing personal media behaviors in the United States.

New York, NY

Columbus, OH

ACTIVITIESWeeklong diaryPerfect day collageDay-in-the-life diagram90 minute interview

LOCATIONS AND PARTICIPANTS

5%10%

10%

75%

AT A G L A N C EAge: 34Income: $ 150,000 per year (combined)Life stage: Married, professional, two children (ages 3 and 7)

H E AT H E R ’ S S TO R Y

Heather doesn’t need to set her alarm anymore. As soon as their youngest child, Simon, wakes up, that’s when her day begins. “Luckily though, we kind of have her trained. We just stick Simon on the couch and pop in Shrek. She’s fine until our oldest, Chris, wakes up. That’s when all hell breaks loose! Chris knows how to work the remote, so she’ll change it to her favorite show. Luckily this morning my husband, Mark, stepped in and said “Chris, if I have to watch Yo Gabba Gabba one more time, there will be no cartoons for a week!”

Heather feels a little guilty about leaving the kids in front of the TV while she and Mark get ready for work. So when she gets home from work, she and Mark make a point of spending some “quality” time with them. “Simon loves to draw, so we’ll usually do that or I’ll read a book with her while Mark and Chris play games on the Wii.”

Once the kids are in bed, she and Mark just collapse on the couch, watch TV, and talk. “It may not look special, but it’s one of my most favorite times of the day because it’s our time to just be together.”

Commute: 30 minutes by carEnvironment: Suburban, own a 1,600 sq. ft. house

“We put the kids to bed and it’s time to relax and watchour shows before we do it all again tomorrow.”

HeatherM OT I VATO R S

• Bonding with children and spouse.

• Connected with close friends and relatives.

• Balancing work, social, and family life.

N E E D S

• Ability to share family experiences with close friends and relatives.

• To consume media without taking attention away from children.

• Quality time with kids - we are able to interact with the kids in a way that builds skills and makes us feel closer.

• Quality time with spouse – we are able to watch “our shows” without the distraction of kids and work.

• To find content that is suitable and agreeable to all family members.

B E H AV I O R S

Take photos and occasional video of family events. Share photos with close friends and relatives via email or private Flickr account.

Purchase media devices such as, TV, MP3, video games for older kids.

Use parental control features for internet and DVR (with older kids, concerns about access to adult content).

Hide or place devices out of reach (with younger kids, concerns about damaging device).

Allow kids to watch movies, play video games, or listen to music with headphones on (so parents can listen to the radio).

Download apps for kids to play on her iPhone.

Read magazines and blogs with content related to parenting.

Where media is consumed

Home

CarTravel

Work

How media is acquiredStreamingBorrow

or library

Purchase

Least skilled Most skilledModerate

Technical ability

Low HighModerate

$ Money spent on media devices & services

Willingness to share photos,videos & status updates online

Low HighModerateshares with friends & family,

not public

Known item search

Browse categories

Friends & family

Articles& ads

How media is discovered

20%

70%

10%

TV Books /Magazines

GamesInternet Music

40%

40%

10%10%

DEVICE

MOOD

SERVICES

Informed,Productive

Productive,Connected

M O R N I N G A F T E R W O R K B E F O R E B E D W E E K E N DW O R K

Connected,Informed

A M CO M M U T E P M C O M M U T E

Productive,Relaxed

Bonded,Connected

Bonded, Relaxed Bonded, Connected, Relaxed

Time spent using media(hours per week)

35%

15% 20%

30%

DEVICE

MOOD

SERVICES

AT A G L A N C EAge: 29Income: $ 65,000 per yearLife stage: Single, professional, lives alone

J A S O N ’ S S TO R Y

Before he gets on the subway to go to work, Jason grabs a copy of the free local paper, “I like The SF Examiner for keeping up on local politics, but for everything else, I go online be-cause if you’re reading something in the paper it’s at least a day old.” Jason prefers sites like CNN.com, NYTimes.com, and BBC.com.

At work, Jason is focused on making his sales calls. But if his favorite team, the Mets, are playing he’ll discreetly check the score on his Blackberry. “Luckily my work hasn’t blocked ESPN.com, so during lunch I can check the score.” Growing up, playing sports was Jason’s favorite way to connect with friends, but now that his schedule is busier, he finds the same friendly competition with his fantasy football and baseball leagues.

Jason doesn’t like to think of himself as a “techie”, but he likes being able to figure things out. “Last weekend all six of us went camping and that was the weekend that the Mets were playing the Giants. We all wanted to watch the game, so I downloaded an app to my buddy’s Google phone and linked it to my Slingbox at home. We missed the first inning, but it was amazing to watch the game in the middle of nowhere!”

Commute: 25 minutes, walk + subwayEnvironment: Urban, 900 sq. ft. apartment

Informed Focused, Informed,Productive

“There’s so much going on in the world, whywould I waste my time with reality TV?”

Jason M OT I VATO R S• To be knowledgeable about current events, both locally and internationally.

• To be intellectually stimulated. Feels most fulfilled when learning about new subjects.

• Respected by his close friends, family, and co-workers for his variety and depth of knowledge.

N E E D S• Access to content anytime, anyplace (especially sports)

• Variety of information sources (especially news)

• Up-to-date information (news and sports)

• Educational content

B E H AV I O R SChecks news and sports throughout the day on his smartphone and laptop.

Only watches sports live. Watches ESPN for sports highlights. Prefers educational content (Discovery channel, History channel)

Uses laptop to research things related to what’s on TV.

Reads in-depth news articles. Prefers online sources for most up-to-date content and multiple perspectives on a topic.

Connects with close friends via text and email to share opinions on sports and news.

Attends live sporting events with friends.

Where media is consumed

Home

Work

Live events

Train

How media is acquired

Pirating

Streaming

Borrowor library

Purchase

TV Books /Magazines

Games

Time spent using media(hours per week)

Least skilled Most skilledModerate

Technical ability

Low HighModeratenewer devices, fewer

premium services

$ Money spent on media devices & services

Willingness to share photos,videos & status updates online

Internet Music Low HighModerate

Known it search

Browse catego

Friends & family

Articles & ads

How media is discovered

10%

20%

20%

50%

10%

10%

15%65%

Informed, Killing time,Productive

Informed, Educated,Relaxed

Informed, Educated, Relaxed

Informed, Educated,Relaxed

Informed, Educated, Relaxed

M O R N I N G A F T E R W O R K B E F O R E B E D W E E K E N DW O R KA M C O M M U T E P M C O M M U T E

Customer journeys and service maps

Financial models

DesiredBehavior

BehaviorMetric

ValueMetric

FinancialOutcome× =

Widen relationship

Open a new account

Actual financial services client example

$ per mo

$13.5 milper month

Value of opening an account

$45,000per acct

Number of accounts opened / mo

301 per month

Business Opportunity

Co-creation across functions

Design can be an activity that an organization embraces, that everyone can be involved in.

hardware

engineer design strategist

software engineer

industrial designer

naming consultant

Co-creation across functions

Facilitation

IdeationIdeation

Do more with less Authentically digital Pride in craftsmanship Be fast and fluid Win as one

Experience strategy and vision

Product/service evolution roadmap

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Flesh out solution Refine

User test Build

Initial Insight Plan Ship

Analyze

Here’s what it needs to do.

I have an idea!

Wait... How do we know if we’re successful?

So then I went in-house, and saw…

Prototype solutions


Sketch options

Test prototypes

User test Build


Analyze

Savvier folks did a little more…

Let’s try some stuff out first!

…but I was wondering, where’s the thinking? Real user understanding? Strategic alignment?

Prototype solutions


Sketch options

Test prototypes

User test Build


Analyze

Definition Execution

Definitio

n / Req

uiremen

tsIterative design Im

plemen

tation

Strategy and plan, aka “Build the right thing.”

Working through tradeoffs to deliver optimal solution, aka “Build the thing right.”

Ideation/Generation

Understand the market

Product Strategy

Prototype

Customer empathy Ideation

Experience strategy

Prototype solutions


Sketch options

Test prototypes

User test Build

design makes strategy concrete design supports delightful, engaging experiences

Plan Ship

Analyze

By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.

Initial Insight

Definition Execution

Definitio

n / Req

uiremen

tsIterative design Im

plemen

tation

Strategy and plan, aka “Build the right thing.”

Working through tradeoffs to deliver optimal solution, aka “Build the thing right.”

Ideation/Generation

Understand the market

Product Strategy

Prototype

Customer empathy Ideation

Experience strategy

Prototype solutions


Sketch options

Test prototypes

User test Build

design makes strategy concrete design supports delightful, engaging experiences

Plan Ship

Analyze

By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.

Initial Insight

This isn’t a diagram of good design practice, this is a diagram of good product management practice.

data

logicuser experience

MAGIC

user experience

data

logicuser experience

data

logic

user experience comes from the outside-in

user experience

And what happens when you look from the outside in?

You press the button…

You press the button…

… and we do the rest

Products and features are simply a manifestation of a service relationship

Finance Co.

AdvisorPhoneStatement WebPrint

Finance Co.

AdvisorPhoneStatement WebPrint

Products and features are simply a manifestation of a service relationship

Everything is, or is becoming, a service

And how do you deliver a coherent service experience?

Growth Seller Tools

Search/Browse Product Page Shopping Cart

and Checkout

Reviews

Keep teams focused on user experiencesBuyer Design Team

Seller DesignTeam

Growth

Seller Tools


and Checkout

Reviews

S S

D D

TL

S S

D D

TL

Buyer Experience

Seller Experience

Make an

Appointment

Buyer Design Team

Seller DesignTeam

S S

D D

TL

S S

D D

TL

Growth

Seller Tools


and Checkout

Reviews

Buyer Experience

Seller Experience

D

Keep teams focused on customer types

Ken Norton

Noah Weiss

From Ken Norton’s “Don't Ship The Org Chart” Parts 1 and 2

Organize your product managers around customers, not code repositories. Connect PM areas of ownership to users and their product experiences. Maybe you have a buyer PM and a seller PM instead of back-end and front-end PMs.

“

”Just like it’s ideal to organize your PM team around customers and use cases, the same goes for engineering. Otherwise, you risk having a PM responsible for a use case having to work with half a dozen engineering teams to ship a feature: server, web, iOS, Android, infra, etc.

“

”

Tech

Business

UX

Tech

Business

UXDesign

UX Product


Peter Merholz e: [email protected] t: @peterme


Org Design for Design Orgs Forthcoming book Out in August, we hope!

The experience is the product (for Mind The Product 2016)

Design

Transcript of The experience is the product (for Mind The Product 2016)