Mobile Prototypes for Product Managers #SVPCAMP

Mobile Prototypes for Product Managers

Etay Gafni – 
Demo Right

Goals – Educating your teams/boss
– Why
– Who
– How

You’re going mobile
Big Market, Money and Buzz
But, Big risks, investments in new technology
Are you looking ahead or trying save/leverage past investments?

Keep in mind
Keep It Simple Stupid

Story – Writing in Space
Task: Design and develop a writing device
US: Spent millions for a pen
USSR: Used a pencil

Questions you should ask
Which operating systems?
Which devices?
Native or HTML5?
*Are you developing the right app? (for your customers)

Traditional Process
Is there demand for this mobile app?
Did we prioritize and validate features with our customers?
How can we create detailed specs for our distributed development team?
How soon can we monetize it?
Will my competitor see my application before my customers?

The Mantra
Fake it until you make it

Test it
Get constant feedback from customers
Build the right app with clear specs
shorter time-to market
longer ‘shelf-life’ for the app

The dark side of prototyping
The prototype is the product
The prototype is NOT the product
Everyone is a designer/developer/product manager

Process
Create -> Test on target audience -> Collect Feedback -> Analyze -> Improve
After Analyze -> Lock -> Spec -> Demo/Dev(branch)
Question: How does it differ from web prototyping?
A: Not really different, just keep in mind it is mobile.
Q: How long to you schedule?
A: Depends on scope. You have to ask the right questions. 

The main steps
Create, Share, Analyze

Fidelity Levels
Wireframes – basic interaction (paper, ppt)
VP Frame – sketch for Vice President
High Fidelity – designer based

Tool Kit: Paper
The good – fast, cheap, mobile 1/1 feedback
The bad – just low fidelity, hard to manage versions, hard to scale
The ugly – as good as your handwriting

PPT to Photoshop
The good: Fast, Cheap, You know how to use, audience can view
The bad: Focus on high fidelity, not mobile, hard to manage versions
The ugly: Everyone is a designer, can’t collect feedback

Code
The good – real code, can publish
The bad – expensive, technical, is it right?
The ugly – too late, ready to sell

All the templates are here: http://demoright.com/static/pcamp2011

Q: For small companies with a big client, what kind of tools do you use?
A: PDF’s work sometimes, but difficult for online feedback.

Q: How do you collect feedback?
A: Focus groups can be good but hard for mobile. Distributed focus groups can be a solution.

Q: Is it qualitative?
A: I want to understand how they use it without forcing them to tell what they did.

Q: Do you prototype workflow?
A: Yes. You want to know that the functions work. Transitions can come later.

Sharing/Testing
Select people that will use the product
Control the distribution
Test on device and online
Set expectations
Define tasks
Define success
Don not try to fix in real-time

Analyzing
Parameters  What can we learn
Clicks distribution  Navigation
Target Screens  Task completion ratio
Navigation flow  How does the user understand/use the application

Educating Your Boss
Why? Prototyping lowers the risks, You can lower costs
Who? Everyone can do it, no technical resource required, better if PM/Designers get a head start
How? Keep it simple, use tools you know, test on devices, share with your audience, ask the right questions

Q: How do you prioritize features?
A: You have to evaluate the feedback. Right audience, features, uses, etc. 

Q: What are good apps?
A: Angry Birds, Amazon
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