0:00:00.080,0:00:03.143 So once you have a good[br]understanding of the problem, 0:00:03.143,0:00:04.851 you move to the define stage. 0:00:04.851,0:00:06.662 Could you tell us[br]a little bit about that? 0:00:06.662,0:00:08.787 >> Yeah, I love the define stage. 0:00:08.787,0:00:14.255 So we started not by rushing to[br]solutions, but by understanding. 0:00:14.255,0:00:18.689 Second, we move to something that[br]would be absolutely amazing and 0:00:18.689,0:00:22.260 favorite for[br]everyone who likes analysis. 0:00:22.260,0:00:25.470 The define stage is about[br]finding a strategy and 0:00:25.470,0:00:29.620 analyzing what is the best path to[br]actually arrive at the solution. 0:00:29.620,0:00:33.295 During this stage, all of the exercises[br]that someone is familiar with 0:00:33.295,0:00:36.361 around product strategy become very,[br]very applicable. 0:00:36.361,0:00:38.183 Let's list a few examples. 0:00:38.183,0:00:42.279 The define stage can be greatly enhanced[br]if people pause to describe the user 0:00:42.279,0:00:46.000 journey that they're working[br]to create for the user. 0:00:46.000,0:00:50.400 A user journey is a storyboard that[br]helps define the major pieces, 0:00:50.400,0:00:54.240 step by step, of someone experiencing[br]the product for the very first time 0:00:54.240,0:00:57.500 when they don't know anything about it,[br]towards the time when they become 0:00:57.500,0:01:01.750 a masterful user and they're maybe[br]even evangelizing it to their friends. 0:01:01.750,0:01:04.480 >> So I actually need to write[br]what the user name is and 0:01:04.480,0:01:06.330 what do they do with the app? 0:01:06.330,0:01:07.959 >> Well, that's a great question. 0:01:07.959,0:01:14.580 You might not need to have a user[br]name for the user journey. 0:01:14.580,0:01:17.230 What you're trying to find[br]is what is the most common 0:01:17.230,0:01:18.710 path that someone will take. 0:01:18.710,0:01:20.992 From a perspective of[br]not knowing anything, 0:01:20.992,0:01:23.460 towards being able to use it over and[br]over again. 0:01:23.460,0:01:26.680 Now within that,[br]there may be other stories. 0:01:26.680,0:01:31.140 For example, if you're working on an app[br]that's reviewing local restaurants, 0:01:31.140,0:01:34.580 there may be one journey for[br]people who are writing the reviews, and 0:01:34.580,0:01:38.380 another journey for[br]people who are reading the reviews. 0:01:38.380,0:01:42.830 From those two, the most common path[br]would be someone hearing about your app. 0:01:42.830,0:01:45.020 Hey, there's this great local app,[br]this can be in a newspaper, 0:01:45.020,0:01:49.990 this can be in a restaurant, and[br]you need to plan for that, because 0:01:49.990,0:01:53.270 if you don't plan for the discover[br]moment, it's just not going to happen. 0:01:53.270,0:01:56.090 So you look at it as how[br]are people discovering my app? 0:01:56.090,0:01:58.880 After that, it's about how[br]are they starting to use it? 0:01:58.880,0:02:01.920 Well, that may mean that they[br]download it, and then afterwards, 0:02:01.920,0:02:05.060 they're starting to search for[br]restaurants, read about them, and 0:02:05.060,0:02:08.610 then they get reminded after[br]they've been somewhere potentially, 0:02:08.610,0:02:09.710 that they need to write a review. 0:02:09.710,0:02:12.080 So let's say the most common path. 0:02:12.080,0:02:15.270 The user journey has many[br]names in the industry. 0:02:15.270,0:02:18.479 Because design is a relatively[br]new discipline in technology, 0:02:18.479,0:02:21.212 there have been many different[br]ways to refer to that. 0:02:21.212,0:02:24.820 Some people refer to the user[br]journey as a storyboard. 0:02:24.820,0:02:28.070 In fact, what we know from[br]design history is that Disney 0:02:28.070,0:02:30.590 was the first person to use storyboards. 0:02:30.590,0:02:33.810 Disney had a team of artists and[br]technologists who had 0:02:33.810,0:02:38.175 to make the first animated movies[br]before anyone knew how to make that. 0:02:38.175,0:02:41.165 So in order to keep everybody[br]on the same page, and 0:02:41.165,0:02:44.155 not to waste money,[br]he created the storyboard that said, 0:02:44.155,0:02:47.245 moment after moment,[br]what is happening to his characters. 0:02:47.245,0:02:50.925 And that first storyboard, which was[br]about the movie Snow White, helped 0:02:50.925,0:02:55.535 organize his team, and set a precedent[br]that teams continue to use today. 0:02:55.535,0:02:58.859 So if you're using a storyboard,[br]you have Disney to thank for that. 0:03:00.390,0:03:05.160 >> And a quick follow-up on that, so how[br]do I know that I have enough stories, 0:03:05.160,0:03:07.440 that I've completed all the stories. 0:03:07.440,0:03:09.640 >> So this is a great question. 0:03:09.640,0:03:13.003 The user journey is the idea that[br]there's one central story that is 0:03:13.003,0:03:14.092 the most important. 0:03:14.092,0:03:16.125 Another name for[br]that is the Golden Path. 0:03:16.125,0:03:18.650 That actually comes from Microsoft. 0:03:18.650,0:03:23.329 In Microsoft, or so the story goes,[br]the teams refer to the golden path as 0:03:23.329,0:03:27.396 the experience that is absolutely[br]key for the product to work, 0:03:27.396,0:03:30.258 for the users to come and[br]get what they want. 0:03:30.258,0:03:33.290 The Golden Path is[br]supported by red threads. 0:03:33.290,0:03:37.340 These are the little stories that help[br]make it possible, and there can be many, 0:03:37.340,0:03:41.647 many little thread such as the user sign[br]in, potentially the shopping experience. 0:03:41.647,0:03:46.746 But if the Golden Path is your discovery[br]process then that's what needs to be 0:03:46.746,0:03:52.175 really easy, really key and all efforts[br]in the company need to be focused there. 0:03:52.175,0:03:58.700 So why is it important to be clear[br]of one most important user journey? 0:03:58.700,0:04:02.107 Well, we believe that it is[br]important to prioritize, and 0:04:02.107,0:04:06.138 if you don't know what your app is[br]going to be most commonly used for, 0:04:06.138,0:04:10.264 then it's really difficult to know[br]how all the other things fall out. 0:04:10.264,0:04:14.016 So, we recommend to always focus[br]on one central user journey, and 0:04:14.016,0:04:18.600 to make sure that it is easy and[br]effortless for people to achieve that. 0:04:18.600,0:04:20.579 It's important to plan for everything. 0:04:20.579,0:04:24.510 We see a lot of startups fail because[br]they have created a great product but 0:04:24.510,0:04:27.320 they don't have any plan for[br]how they're going to be discovered. 0:04:27.320,0:04:30.300 In that way, they're building[br]little islands in the ocean, and 0:04:30.300,0:04:33.440 there's no line there that will[br]ever take passengers there. 0:04:33.440,0:04:36.942 This is why we remind people,[br]plan the entire journey. 0:04:36.942,0:04:40.541 Plan your product in all of the[br]different stages, from the time when no 0:04:40.541,0:04:44.210 one knows about it, towards the time[br]when they're really masterful.