Product & Service - Commons and Combinations: Tuan Tran & Binh Ngo

Product Development Process and Techniques
Product & Service System – A Brief Introdution
Product & Service -

Commons and combinations
Vietnam Expo, ICE, Hanoi – April 12th, 2018
Tuan Tran & Binh Ngo

MES LAB RnD
Slide: 2 your progress bar in this presentation
Introduction
MES LAB RnD
Tuan Tran (Nova)

Founder & CEO
Binh Ngo
Technical
Department
MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

#1
PRODUCT DEVELOPMENT
PROCESS
LET’S DESIGN IT

WHAT COMES IN YOUR MIND

WHEN YOU THINK OF
DESIGN?

GRAPHICS?

FURNITURES?

LANDSCAPE?

PRODUCTS?

THEY APPEARS TO BE MUCH

DIFFERENT
BUT CAN BE DESIGNED BY

SIMILAR PROCESSES
(e.g Ulrich’s for NPD)

LET’S EXTEND OUR VIEW
HOW ABOUT SOLVING PROBLEMS

BY SIMILAR TECHNIQUES &
PROCESSES.
the ones from
DESIGN?
PROBLEMS IN AGRICULTURE

YOUTH DEVELOPMENT

LIVING ENVIRONMENT

HERE COMES DESIGN

THINKING
IT CAN HELP
FIND SOLUTIONS
THROUGH DESIGN
Contents
List of sections
l What is Design Thinking?
l What can be designed?
l Design Thinking in action – The process
l Applications
l Resources

INTRODUCTION

Introduction
What is Design Thinking?

a discipline that uses the designer’s sensibility and methods to
match people’s needs with what is technologically feasible and
what a viable business strategy can convert into customer value
and market opportunity
…to solve problems in

business and society…
Tim Brown, IDEO

Introduction
Pioneers
Tim Brown & David Kelley
(IDEO & Stanford D.School)

Introduction
Characteristics of Design Thinking

When being applied to problem solving, Design Thinking is:
l Human Centered: begins from deep empathy and

understanding of needs and motivations of people
l Collaborative: Users = Multiple Stakeholders: Customers, Staffs,

Vendors, etc.
l Experimental: Iterative “prototyping – testing” loops. Encourage

Early Fail ~~
l Optimistic: There exists solution for any problem

Introduction
Understanding Design Thinking – Example

l Is a way to find solutions that balance human desirability,
technical feasibility and economical viability

Introduction
Understanding Design Thinking – Example

l Is a way to find solutions that balance human desirability,
technical feasibility and economical viability

WHAT CAN BE DESIGNED & SOLVED

USING DESIGN THINKING?

Projects
Design Thinking for Designing Products

Projects
Design Thinking for Designing Services (a class)

Projects
Design Thinking for Designing Customer

Experiences

Projects
Design Thinking for Designing Systems &

Solutions
(download: ideo.org)

Projects
Design Thinking for Designing Systems &

Solutions
(download: ideo.org)

DISCUSSION:
DESIGN A COMBINED
PRODUCT & SERVICE

Applications
Old ways are good enough: Renting services

Applications
Coffee Shop: Decoration and music

Applications
Coffee Shop: Technologies

Applications
Printing Book: with online video & supporting service

THE DESIGN
PROCESS

Process
Process (IDEO & STANFORD)
EMPATHIZE IDENTIFY IDEATE PROTOTYPE TEST
Compare with Ulrich’s NPD process…

l Empathize: Understanding Customer Needs
l Identify: Planning; Specifications
l Ideate: Opportunities; Idea Development; Concept

Development; Architecture; Industrial Design; Design for X
l Prototype: Prototyping; 3D Printing
l Test: Test and Refinement; Concept Testing

REAL LIFE
APPLICATIONS

Applications
Product Design #1: Mud-Shield project
Meanwhile in Vietnam

Applications
When the rain comes…

Applications

Applications

Applications
Imagine what may happen…

Applications
Product Design #1: FINDING SOLUTION

l Empathize: Observe, Interview, Statistics
What do USERS NEED?

Applications

l Identify: Establish the project, goals, requirements, plan, etc.
What can we PROVIDE?

Applications

l Ideate: Find alternatives. Brainstorming
Which IDEA is the best?

Applications
The Solution

Applications

l Prototype: Make the working piece
How will it be like?

Applications

l Test: Test the functions and refine the design
Does it really WORK?

Applications
Product Design #2: Coolice – open discussion

Applications
Service Design: Subway shopping experience

Applications
Service Design:
For your practice.

More NPD
Next NPD session

Friday, 20/4/2018, 10 : 45 – 11 : 45
This place (Hanoi ICE, 91 Tran Hung Dao)

RESOURCES

Resouces
Resources
l Book: Change by Design – Tim Brown; Design – Creation of
Artifacts in Society – Karl Ulrich
l Tool Kits: Design Thinking for Educators
l Project Reports: IDEO.org project reports
l Web links – Google with “Design Thinking”
l Academic Papers
l Online course: Example - https://www.coursera.org/course/desig

nbiz
l And where else?

Resouces
Design Tools

Resouces
Project Reports

Resouces
Project Reports

Resouces
Video #1: DESIGN (IDEO)
http://vimeo.com/46067111

Resouces
Video #2: From Design to Design Thinking (Tim B)
http://www.youtube.com/watch?v=lGOTwFvkfhU

Resouces
Video #3: Design and Innovation (Tim B)
http://www.youtube.com/watch?v=Ox88dz9ZDGw

Resouces
Video #4: What is Design Thinking #1
http://www.youtube.com/watch?v=a7sEoEvT8l8

Resouces
Video #5: All About Design Thinking
http://www.youtube.com/watch?v=3sOeSkTUTA0

Resouces
Video #6: What is Design Thinking?
http://www.youtube.com/watch?v=Ee4CKIPkIik

Resouces
Video #7: How design thinking transformed

Airbnb from failing startup to billion-dollar
business?
http://www.youtube.com/watch?v=RUEjYswwWPY

Resouces
Video #8: Kelley & IDEO
http://www.youtube.com/watch?v=GYkb6vfKMI4

Introduction
#2
PREPARED to
FAIL EARLY ?

Introduction
A STORY ABOUT
FAILURE
AND
SUCCESS
Too much of a rush

Or too slow

Introduction
vs
Android Windows Phone

Introduction
A brief guide to
MINIMUM PRODUCT
“Everything should be made as simple as possible, but not simpler.

Albert Einstein

Contents
List of sections
l What is MVP?
l The Product Development Process
l How to “prototype” an MVP
l Examples & Exercises
l Resources

Definition
WHAT is
MVP

Definition
Credits
l Frank Robinson, 2001, SyncDev
l Steve Blank & Eric Ries

Definition

Definition

Definition
Both Minimum and Viable

MVP
Big - rich
Lacks of company
features MINIMUM VIABLE which do
and not care
interests about
money
“…that version of a new product which allows a team to collect the maximum amount of validated learning
about customers with the least effort.”
Eric Ries

Definition
Also provide FEEDBACK for

FUTURE Product Development

Process
MVP
in
PRODUCT DEVELOPMENT
process

Process
New Product Development Characteristics

l Human Centered: begins from deep empathy and
understanding of needs and motivations of people
l Collaborative: Users = Multiple Stakeholders: Customers,

Staffs, Vendors, etc.
l Experimental: Iterative “prototyping – testing” loops.

Encourage Early Fail ~~
l Optimistic: There exists solution for any problem

Process
MVP

Process
PROTOTYPE vs MVP

Process
Prototype MVP
• To test new product, service • To get maximum of

FEATURES / DESIGNS CUSTOMER FEEDBACK
• For the team itself or a small • For small group of customers

group of friends/ testers / potential customers
• May be complex, • Need to be simple,

but maybe uncompleted but working
• CANNOT be used to sell • CAN be used to sell

Development
How to
PROTOTYPE
an
MVP

Development
Know YOURSELF
l WHY doing the project?
l The LONG TERM goals
l Criteria of successful

Development
Know THE CUSTOMERS

l WHO are customers?
l WHAT is the main goal for each customer?
l LIST of actions customer must take to get goal?
l Output: User Journey Roadmap or “User flow”

Development
Know THE CUSTOMERS
The customer The action The goal

All people who • Search for existing Users get a nice and
search for a templates right template
Powerpoint • Request for template
template if not exists
• Receive notification
or email when
template is available
• Download the
template

Development
Know WHAT to implement

l LIST of troubles customers meet for each action
l ANSWER the question HOW TO solve each problem
l Each answer will be a “feature”
l Output: A features list for each action

Development
Know WHAT to implement
The action The trouble The feature

Search for Hard to browse all the • Search by keywords
existing templates to choose • Search by topics
templates the suitable one • Filter
• Auto suggestion
Request for Hard to describe the • Include searched
template if not expected result topics, keywords
exists and filters in
requesting form
• Template sketching
…

Development
The PRIORITY and STRATEGY

l Use priority matrix to sort the feature list
l Decide what to be included in MVP

Development
The PRIORITY and STRATEGY
Search for existing Request for template if …

templates not exists
Search by keywords Include searched
topics, keywords and
filters in requesting form
Search by topics Template sketching
Filter
Auto suggestion

Development
Stay SIMPLE, but EFFICIENT

l Remove low priority features until cannot be removed
anymore
l The remaining “core” features must be built as much as

efficient
“Everything should be made as simple as possible, but not simpler.

Albert Einstein

Development
The Build – Measure - Lean LOOP

Development
Measuring by FEEDBACK
l Smoke Test: Can be done BEFORE product launch
l Facebook Ads
l Google AdWords
l Crowd Sourcing Platform

Development
One of the best Kickstarter’s projects

and its PROTOTYPE & MVP

Development
Another example

Development
Measuring by FEEDBACK
l User feedback
l Paper
l Online form
l Automatically data collection

EXAMPLES
of
Developing
MVP

Applications
MVP Example #1: Facebook

Applications
MVP Example #2: McDonalds

Applications
MVP Example #2: BKAV

Applications
MVP Example #3: Canifa

RESOURCES

Resouces
Resources
l Eric Ries's Lean Startup: http://theleanstartup.com
l Eric Ries blog: http://www.startuplessonslearned.com
l Design Thinking and Product Development process:

http://ideo.org
l 3 Prototyping Exercises to Get Unstuck by IDEO:

https://www.plusacumen.org/journal/3-prototyping-exercises-
get-unstuck-ideo

THANK YOU

HOW ABOUT BUILDING

YOURSELF
AN MVP?

Exercise
Action #1: Project Goals & User flow

l The Goal of the Project
l The Users of the Project
l The Goals of each user
l List of actions each user must take to reach her goal
Start Actions Goals

Exercise
Action #2: User actions & troubles

l The troubles user meet when she takes an action
l The features to solve user’s trouble
The action The trouble The feature

Exercise
Action #3: Feature evaluation

l Use Decision Matrix to rating each feature
Criteria Impact Easy to Solve the Total

to imple- problem?
product ment
Feature
30 20 50 100

Exercise
Action #4: Feature ordered list

l Sort the features for each action base on their mark
Action #1 Action #2 Action #3 Action #4
Feature #1.1 Feature #2.1 Feature #3.1 Feature #4.1
Feature #1.2 … Feature #3.2 Feature #4.2
Feature #1.3 … … Feature #4.3

Development
Contact Information
l MES LAB Co., Ltd.
l Email: meslab@meslab.vn
l Hotline: 091.751.9900
l Website: meslab.org / meslab.vn
l Facebook: MES LAB Forum

THANK YOU

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Product Development Process and Techniques

Product & Service System – A Brief Introdution

Product & Service -

Vietnam Expo, ICE, Hanoi – April 12th, 2018

Tuan Tran & Binh Ngo

MES LAB RnD

Tuan Tran (Nova)

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

WHAT COMES IN YOUR MIND

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

THEY APPEARS TO BE MUCH

BUT CAN BE DESIGNED BY

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

LET’S EXTEND OUR VIEW

HOW ABOUT SOLVING PROBLEMS

the ones from

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

HERE COMES DESIGN

l What can be designed?

l Design Thinking in action – The process

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

What is Design Thinking?

…to solve problems in

Tim Brown, IDEO

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Characteristics of Design Thinking

l Human Centered: begins from deep empathy and

l Collaborative: Users = Multiple Stakeholders: Customers, Staffs,

l Experimental: Iterative “prototyping – testing” loops. Encourage

l Optimistic: There exists solution for any problem

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Understanding Design Thinking – Example

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Understanding Design Thinking – Example

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

WHAT CAN BE DESIGNED & SOLVED

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Design Thinking for Designing Products

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Design Thinking for Designing Services (a class)

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Design Thinking for Designing Customer

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Design Thinking for Designing Systems &

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Design Thinking for Designing Systems &

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Old ways are good enough: Renting services

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Coffee Shop: Decoration and music

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn

Coffee Shop: Technologies

MES LAB Company Limited ––– https://meslab.org – meslab@meslab.vn