Human Centered Design in Early Stage Startups

Human Centered Design in Early Stage Startups

@amitranjan
@amitranjan
35 Followers
1 month ago 332

Human Centered Design in Early Stage Startups

@amitranjan1 month ago

Human Centered Design in 
Early Stage Startups
Amit Ranjan
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Presentation Flow
❖ Human Centered Product Design
• Definition, How/When It works, Process 
❖ Ca…
2/34
Product Management
Vision
Design
Execution
Product Management owns the Vision, 
Design and Exe…
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Vision
❖ Align org goals with market conditions & user needs
❖ “Get” the pulse of the product 
D…
4/34
Product Management
Vision
Design
Execution
What is Human Centered Product / Design Thinking?
“…
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Design Thinking Framework
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Empathize 
❖ Empathetic understanding of problem, gain insight into users & their needs 
Define
…
7/34
Key Question – How much to test (for confidence)?
ThumbRule: Testing quick & dirty with 5 (represe…
8/34
But… Easier Said than Done !
The Build Trap 
Building is easy. Figuring out what to build is hard…
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Suggested
❖ Building your first MVP grounds up 
❖ Ver 1.0 product exists, Ver 2.0 needs realignme…
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Case Study: DigiLocker / IndiaStack
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Documents in a Citizen’s LifeCycle
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DigiLocker – Stronger Consumer Play v/s 
Other IndiaStack components!
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Challenges of Consumer Play 
inside Government
❖ Product mindset missing. Design & UX as a discip…
15/34
UX Design is Unimaginative & Uninspiring in Government!
16/34
Starting UX Strategy – We’ll live to fight for design another-day!
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4 Years, 40 Million users, 4 Billion docs later… 
Time to dial back into UX!
DigiLocker has a run…
18/34
Parallel Labs – a Bangalore based UX firm 
volunteered to help improve DigiLocker!
19/34
Parallel Labs specializes in Human 
Centered Design Sprints….
20/34
5 Day DigiLocker Design Sprint by Parallel Labs in Dec 2019….
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Rapid prototyping….
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Redesigned Product Flows….
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Watch on YouTube https://www.youtube.com/watch?v=PQypzi-e3ZA
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What was the impact of the design sprint?
❖ Cleaner/logical UI design, app’s goals are clearer 
❖…
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Case Study: SlideShare…
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Monetization Engagement Distribution
User Journey
SlideShare: Circa 2006-07
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What should team focus? 
❖ Founders influenced by growth hacking, virality, “eyeballs 
phenomenon…
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SlideShare Product design biased towards distribution!
❖ Document Transcript on presentation page …
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“The Dial Theory” 
“Design is about making trade-offs… there are no perfect choices. 
You win som…
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Pitfalls of A/B testing!
❖ Global Maxima/Minima v/s Local Maxima/Minima
❖ Feeds on the human inst…
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https://twitter.com/amitranjan
https://twitter.com/amitranjan
http://in.linkedin.com/in/amitranja…
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References
❖ https://www.parallelhq.com/case-studies/digilocker
❖ https://uxplanet.org/design-thi…
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References : Product Thinking
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