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Human Centered Design in Early Stage Startups

Human Centered Design in Early Stage Startups

@amitranjan
@amitranjan
37 Followers
2 months ago 468
Art & Design #governments #design #humancentered #govtech #startups #UserExperience #UX #usercentric #human #user

Human Centered Design in Early Stage Startups

@amitranjan2 months ago

Human Centered Design in Early Stage Startups

Amit Ranjan

                                    Presentation Flow

                                    • ❖ Human Centered Product Design
                                    • · Definition, How/When It works, Process
                                    • ❖
                                    • ❖
                                    • Case Study: DigiLocker/IndiaStack
                                    • · User Centric Design Sprint for Product Realignment
                                    • Case Study: SlideShare
                                    • · How Product/Design feeds into overall Strategy
                                    • ❖ Others Learnings

                                                                      Product Management owns the Vision, Design and Execution of the Product

                                                                                                        Vision

                                                                                                        • ❖ Align org goals with market conditions & user needs
                                                                                                        • ❖ 'Get' the pulse of the product

                                                                                                        Design

                                                                                                        • ❖ Give shape to the product: feature mix, user experience

                                                                                                        Execution

                                                                                                        • ❖ Work with engineering, quality, marketing to deliver

                                                                                                                                          What is Human Centered Product / Design Thinking?

                                                                                                                                          'Product Thinking is a user -first look at the problem being solved and its solution'

                                                                                                                                          →

                                                                                                                                          Users / Target Audience

                                                                                                                                          →

                                                                                                                                          Vision / Strategy

                                                                                                                                          Goals / Features

                                                                                                                                                                            Design Thinking Framework

                                                                                                                                                                                                              Empathize

                                                                                                                                                                                                              • ❖ Empathetic understanding of problem, gain insight into users & their needs

                                                                                                                                                                                                              Define

                                                                                                                                                                                                              • ❖ Crystallize core problem into problem statements, create user personas if needed

                                                                                                                                                                                                              Ideate

                                                                                                                                                                                                              • ❖ Generate alternative ideas & solutions for the problem statement

                                                                                                                                                                                                              Prototype

                                                                                                                                                                                                              • ❖ Experimental phase -create inexpensive, scaled-down prototypes for the product

                                                                                                                                                                                                              Testing

                                                                                                                                                                                                              • ❖ Test, iterate, refine and converge to a desired solution

                                                                                                                                                                                                                                                Key Question -How much to test (for confidence)?

                                                                                                                                                                                                                                                ThumbRule: Testing quick & dirty with 5 (representative) users gives you near 80% of what's needed!

                                                                                                                                                                                                                                                                                  But… Easier Said than Done !

                                                                                                                                                                                                                                                                                  The Build Trap

                                                                                                                                                                                                                                                                                  Building is easy. Figuring out what to build is hard !

                                                                                                                                                                                                                                                                                                                    When to use Human Centered Design?

                                                                                                                                                                                                                                                                                                                    Suggested

                                                                                                                                                                                                                                                                                                                    • ❖ Building your first MVP grounds up
                                                                                                                                                                                                                                                                                                                    • ❖ Ver 1.0 product exists, Ver 2.0 needs realignment or pivoting

                                                                                                                                                                                                                                                                                                                    Not Suggested

                                                                                                                                                                                                                                                                                                                    • ❖ Incremental iterative improvements
                                                                                                                                                                                                                                                                                                                    • - A/B testing, clickmaps, heatmaps etc may work

                                                                                                                                                                                                                                                                                                                                                      Case Study: DigiLocker / IndiaStack

                                                                                                                                                                                                                                                                                                                                                                                      Documents in a Citizen's LifeCycle

                                                                                                                                                                                                                                                                                                                                                                                                                        Data Exchange via DigiLocker

                                                                                                                                                                                                                                                                                                                                                                                                                        ISSUERS

                                                                                                                                                                                                                                                                                                                                                                                                                                                          DigiLocker -Stronger Consumer Play v/s Other IndiaStack components!

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Challenges of Consumer Play inside Government

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • ❖ Product mindset missing. Design & UX as a discipline is nonexistent!
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • ❖ 'So what if its broken.. the user can come back tmrw' mindset:)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • ❖ Govt understands 'project', but not 'product'
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • ❖ Low skill level and team capabilities
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            • ❖ Very hard to hire any real product or design resources

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              UX Design is Unimaginative & Uninspiring in Government!

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              DigiLocker Beta

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Department of Electronics & Information Technology (DeitY) Ministry of Communications & IT, Government of India

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              What is DigiLocker?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              How does DigiLocker work?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              How is DigiLocker going to help me?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Dedicated personal storage space linked to each Aadhaar number. DigiLocker can be used to securely store

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              To Sign-up for the DigiLocker you need to have an Aadhaar and mobile number registered with Aadhaar Type your

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              It minimize the use Of physical documents and will provide authenticity of the e-documents secure

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Starting UX Strategy -We'll live to fight for design another -day!

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  4 Years, 40 Million users, 4 Billion docs later… Time to dial back into UX!

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  DigiLocker has a running product, but needs major improvements

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • ❖ Basic goal of app unclear to users
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • ❖ Issued vs Uploaded confusion (people think its like Dropbox)
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • ❖ User Onboarding suboptimal
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  • ❖ Inefficient internal flows lead to funnel dropoffs

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Parallel Labs -a Bangalore based UX firm volunteered to help improve DigiLocker!

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Parallel Labs specializes in Human Centered Design Sprints….

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        5 Day DigiLocker Design Sprint by Parallel Labs in Dec 2019….

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Rapid prototyping….

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Redesigned Product Flows….

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Watch on YouTube https://www.youtube.com/watch?v=PQypzi-e3ZA

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                What was the impact of the design sprint?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • ❖ Cleaner/logical UI design, app's goals are clearer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • ❖ Streamlined internal navigational flows
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • ❖ Significant jump in user signup rates
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • ❖ Significant jump in Aadhaar API authentication rates
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • ❖ DigiLocker team upskilling
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                • -'Teach a man to fish, and you've fed him for a lifetime"

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Case Study: SlideShare…

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  SlideShare: Circa 2006-07

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  User Journey

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    What should team focus?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • ❖ Founders influenced by growth hacking, virality, 'eyeballs phenomenon'
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • ❖ Hybrid distribution / engagement metric with bias towards distribution
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • ❖ Key metric >> 'Growth of users completing a core action'
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    • ❖ Product design biased towards the goal of 's ingle minded focus on acquiring new users'

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      SlideShare Product design biased towards distribution!

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • ❖ Document Transcript on presentation page for SEO
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • -Visual clutter, UX loss
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • ❖ Logged out content viewing experience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • -Unknown viewers, low profile data fill rates
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • ❖ No metadata asked during uploading for fast experience
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • -Setback for recommendations, personalizations
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • ❖ Flatten animations/ transitions
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      • -Gave birth to competitors

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        'The Dial Theory'

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        'Design is about making trade -offs… there are no perfect choices. You win some and you lose some'

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Pitfalls of A/B testing!

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • ❖ Global Maxima/Minima v/s Local Maxima/Minima
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • ❖ Feeds on the human instinct to be seen as scientific & rational

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            Let's

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            https://twitter.com/amitranjan

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • https://twitter.com/amitranjan
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          • in http://in.linkedin.com/in/amitranjanprofile

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          Thank You

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            References

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              References : Product Thinking

Human Centered Design in Early Stage Startups Amit Ranjan
1/34
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…
3/34
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? “…
5/34
Design Thinking Framework
6/34
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…
9/34
Suggested ❖ Building your first MVP grounds up ❖ Ver 1.0 product exists, Ver 2.0 needs realignme…
10/34
Case Study: DigiLocker / IndiaStack
11/34
Documents in a Citizen’s LifeCycle
12/34
13/34
DigiLocker – Stronger Consumer Play v/s Other IndiaStack components!
14/34
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!
17/34
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….
21/34
Rapid prototyping….
22/34
Redesigned Product Flows….
23/34
Watch on YouTube https://www.youtube.com/watch?v=PQypzi-e3ZA
24/34
What was the impact of the design sprint? ❖ Cleaner/logical UI design, app’s goals are clearer ❖…
25/34
Case Study: SlideShare…
26/34
Monetization Engagement Distribution User Journey SlideShare: Circa 2006-07
27/34
What should team focus? ❖ Founders influenced by growth hacking, virality, “eyeballs phenomenon…
28/34
SlideShare Product design biased towards distribution! ❖ Document Transcript on presentation page …
29/34
“The Dial Theory” “Design is about making trade-offs… there are no perfect choices. You win som…
30/34
Pitfalls of A/B testing! ❖ Global Maxima/Minima v/s Local Maxima/Minima ❖ Feeds on the human inst…
31/34
https://twitter.com/amitranjan https://twitter.com/amitranjan http://in.linkedin.com/in/amitranja…
32/34
References ❖ https://www.parallelhq.com/case-studies/digilocker ❖ https://uxplanet.org/design-thi…
33/34
References : Product Thinking
34/34


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