24. Utility
does it provide the features you need?
Usability
how easy & pleasant these features are to use?
Useful = Utility + Usability
!
by Nielsen Norman Group, 2012.
27. How do you get from LA to NY?
By foot?
By skateboard?
28. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
29. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
By bus?
30. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
By bus?
By a beat-up Corolla?
31. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
By bus?
By a beat-up Corolla?
By a Porsche 911?
32. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
By bus?
By a beat-up Corolla?
By a Porsche 911?
By American Airline economy seat?
33. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
By bus?
By a beat-up Corolla?
By a Porsche 911?
By American Airline economy seat?
By private 6-person jet?
34. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
By bus?
By a beat-up Corolla?
By a Porsche 911?
By American Airline economy seat?
By private 6-person jet?
By Virgin Galactic?
35. How do you get from LA to NY?
By foot?
By skateboard?
By bicycle?
By bus?
By a beat-up Corolla?
By a Porsche 911?
By American Airline economy seat?
By private 6-person jet?
By Virgin Galactic?
By transporter via USS Enterprise?
45. How is mobile different?
where and when?
dimensions?
bandwidth and connectivity?
behavior and emotion?
human factors?
circumstances of usage?
46. SAT Study Tool for 10th Grader
where and when?
dimensions?
bandwidth and connectivity?
behavior and emotion?
human factors?
circumstances of usage?
47. Carma Sutra Tutorial for
Golden-Agers
where and when?
dimensions?
bandwidth and connectivity?
behavior and emotion?
human factors?
circumstances of usage?
51. Imagine, this is your start-up.
!
This is something you are passionate about, you think about it
everyday, you are proud of the idea.
!
You’ve borrowed and saved up $20,000 to kickstart your
product. For the next 14 weeks, you will design and create a
clickable prototype.
!
On week 14, you will pitch your idea to a group of venture
capitalists and compete for $500,000 in cash to help you launch
the idea to market.
52. 1. Select 3 iOS apps in the App Store
(less than 5 stars, no games)
!
2. Take screenshots of all the sections in each app
!
3. Annotate areas in need of improvement
!
4. Write an elevator pitch for each app
What is your product? Who is your market?
Why do they care? What’s in it for them?
Why is your product different from your competitors?