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© Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0
11/29/2017
Daphne Lin
Roxanne Mustafa
Voices of Product Meetup
Processes for Figuring Out What to
Build Next
Roxanne Mustafa
Product Designer
@mustrockux
rmustafa@pivotal.io
Designers @ Pivotal Labs
Daphne Lin
Design Manager
@daphnelin
dalin@pivotal.io
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Our goal is to enable
teams to build successful
products using modern
principles and practices.
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Cover w/ Image
Principles and Practices
■ Agile Development
■ Lean Product Management
■ User Centered Design
■ Extreme Programming
■ Balanced Team
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
When was the last time you were
unsure of product direction?
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Discovery &
Framing
A collaborative process that takes
place prior to software development
which involves a flexible set of
activities designed to ensure we’re
building the right thing.
What is it?
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
What are the
problems?
Is this solution
valuable?
Is this solution
easy to use?
Exploratory Validation Usability
User-Centered Design (UCD)
Design
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Exploratory Validation Usability
User-Centered Design (UCD)
Uncertainty Clarity
Time
Design
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Exploratory Validation Usability
User-Centered Design (UCD)
Uncertainty Clarity
Time
Design
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Discovery + Framing Approach
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Who Takes Part in the D+F? Balanced Teams
Will our users use
this?
Will this help
the business?
Can we
build this?
Product
Desirable
Feasible Viable
Product
Management
Development
Design
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Discovery: What problem are we solving?
Objectives
To gain a deep understanding of the business needs,
user goals and technical complexity of a proposed
product.
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We learn about
internal goals and
business needs.
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We identify the
riskiest assumptions
to test early and often
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We start by
understanding user
context through
ethnographic
research
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We synthesize what
we’ve learned to
identify top pains and
opportunities
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Framing: How are we solving this problem?
Objectives
To gain the ability to prioritize features of the product
through deep empathy for the user, business &
technology.
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We generate ideas
for each of our top
problems using
“How Might We?”
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We prioritize ideas
using business
needs, user pains,
technical
complexity
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We run sketching
workshops with the
whole team
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We create small a
prototype that
represents the
most valuable
ideas
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We run validation
research with real
users to learn if
we’re in the right
direction
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
We iterate on our
designs and map
first set of features
to develop with
confidence
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Discovery &
Framing
To de-risk product ideas early by
defining problems and validating
ideas to help us decide what to build
first and then what to build next.
Why do we do it?
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Discovery &
Framing
■ Research insights helping shift teams toward
evidence-based product decisions using qualitative
and quantitative research data
■ Ability to prioritize using shared understanding of
business goals, user needs, and technical feasibility
■ Clearer product direction with a roadmap of
outcomes and success metrics
■ Development work that is continued to be prioritized
by value / complexity, and validated learning
What are the outcomes?
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Discovery &
Framing
Takeaways
■ Put in the effort to recruit real potential users. All of
the value in a product is in solving real problems. So
find them and define them.
■ Research. Watch people use their tools. Show
imperfect things. Feel their pain, get inspired.
■ Sit in the problem space. Try to empathize with user
pains and problems, then prioritize them before you
come up with solutions.
■ Challenge yourself to design small. Brew the best
cup of coffee before you open up a coffee shop.
What advice can we give?
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
Thank you.
© 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute

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Voices of Product: Discovery and Framing

  • 1. © Copyright 2017 Pivotal Software, Inc. All rights Reserved. Version 1.0 11/29/2017 Daphne Lin Roxanne Mustafa Voices of Product Meetup Processes for Figuring Out What to Build Next
  • 2. Roxanne Mustafa Product Designer @mustrockux rmustafa@pivotal.io Designers @ Pivotal Labs Daphne Lin Design Manager @daphnelin dalin@pivotal.io © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 3. Our goal is to enable teams to build successful products using modern principles and practices. © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 4. Cover w/ Image Principles and Practices ■ Agile Development ■ Lean Product Management ■ User Centered Design ■ Extreme Programming ■ Balanced Team © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 5. When was the last time you were unsure of product direction? © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 6. Discovery & Framing A collaborative process that takes place prior to software development which involves a flexible set of activities designed to ensure we’re building the right thing. What is it? © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 7. What are the problems? Is this solution valuable? Is this solution easy to use? Exploratory Validation Usability User-Centered Design (UCD) Design © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 8. Exploratory Validation Usability User-Centered Design (UCD) Uncertainty Clarity Time Design © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 9. Exploratory Validation Usability User-Centered Design (UCD) Uncertainty Clarity Time Design © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 10. Discovery + Framing Approach © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 11. Who Takes Part in the D+F? Balanced Teams Will our users use this? Will this help the business? Can we build this? Product Desirable Feasible Viable Product Management Development Design © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 12. Discovery: What problem are we solving? Objectives To gain a deep understanding of the business needs, user goals and technical complexity of a proposed product. © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 13. We learn about internal goals and business needs. © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 14. We identify the riskiest assumptions to test early and often © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 15. We start by understanding user context through ethnographic research © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 16. We synthesize what we’ve learned to identify top pains and opportunities © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 17. Framing: How are we solving this problem? Objectives To gain the ability to prioritize features of the product through deep empathy for the user, business & technology. © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 18. We generate ideas for each of our top problems using “How Might We?” © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 19. We prioritize ideas using business needs, user pains, technical complexity © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 20. We run sketching workshops with the whole team © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 21. We create small a prototype that represents the most valuable ideas © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 22. We run validation research with real users to learn if we’re in the right direction © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 23. We iterate on our designs and map first set of features to develop with confidence © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 24. Discovery & Framing To de-risk product ideas early by defining problems and validating ideas to help us decide what to build first and then what to build next. Why do we do it? © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 25. Discovery & Framing ■ Research insights helping shift teams toward evidence-based product decisions using qualitative and quantitative research data ■ Ability to prioritize using shared understanding of business goals, user needs, and technical feasibility ■ Clearer product direction with a roadmap of outcomes and success metrics ■ Development work that is continued to be prioritized by value / complexity, and validated learning What are the outcomes? © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 26. Discovery & Framing Takeaways ■ Put in the effort to recruit real potential users. All of the value in a product is in solving real problems. So find them and define them. ■ Research. Watch people use their tools. Show imperfect things. Feel their pain, get inspired. ■ Sit in the problem space. Try to empathize with user pains and problems, then prioritize them before you come up with solutions. ■ Challenge yourself to design small. Brew the best cup of coffee before you open up a coffee shop. What advice can we give? © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute
  • 27. Thank you. © 2017 PIVOTAL SOFTWARE, INC. All Rights Reserved. Confidential—Do Not Distribute