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Showing Revision 2 created 05/24/2016 by Udacity Robot.

  1. So once you have a good
    understanding of the problem,
  2. you move to the define stage.
  3. Could you tell us
    a little bit about that?
  4. >> Yeah, I love the define stage.
  5. So we started not by rushing to
    solutions, but by understanding.
  6. Second, we move to something that
    would be absolutely amazing and
  7. favorite for
    everyone who likes analysis.
  8. The define stage is about
    finding a strategy and
  9. analyzing what is the best path to
    actually arrive at the solution.
  10. During this stage, all of the exercises
    that someone is familiar with
  11. around product strategy become very,
    very applicable.
  12. Let's list a few examples.
  13. The define stage can be greatly enhanced
    if people pause to describe the user
  14. journey that they're working
    to create for the user.
  15. A user journey is a storyboard that
    helps define the major pieces,
  16. step by step, of someone experiencing
    the product for the very first time
  17. when they don't know anything about it,
    towards the time when they become
  18. a masterful user and they're maybe
    even evangelizing it to their friends.
  19. >> So I actually need to write
    what the user name is and
  20. what do they do with the app?
  21. >> Well, that's a great question.
  22. You might not need to have a user
    name for the user journey.
  23. What you're trying to find
    is what is the most common
  24. path that someone will take.
  25. From a perspective of
    not knowing anything,
  26. towards being able to use it over and
    over again.
  27. Now within that,
    there may be other stories.
  28. For example, if you're working on an app
    that's reviewing local restaurants,
  29. there may be one journey for
    people who are writing the reviews, and
  30. another journey for
    people who are reading the reviews.
  31. From those two, the most common path
    would be someone hearing about your app.
  32. Hey, there's this great local app,
    this can be in a newspaper,
  33. this can be in a restaurant, and
    you need to plan for that, because
  34. if you don't plan for the discover
    moment, it's just not going to happen.
  35. So you look at it as how
    are people discovering my app?
  36. After that, it's about how
    are they starting to use it?
  37. Well, that may mean that they
    download it, and then afterwards,
  38. they're starting to search for
    restaurants, read about them, and
  39. then they get reminded after
    they've been somewhere potentially,
  40. that they need to write a review.
  41. So let's say the most common path.
  42. The user journey has many
    names in the industry.
  43. Because design is a relatively
    new discipline in technology,
  44. there have been many different
    ways to refer to that.
  45. Some people refer to the user
    journey as a storyboard.
  46. In fact, what we know from
    design history is that Disney
  47. was the first person to use storyboards.
  48. Disney had a team of artists and
    technologists who had
  49. to make the first animated movies
    before anyone knew how to make that.
  50. So in order to keep everybody
    on the same page, and
  51. not to waste money,
    he created the storyboard that said,
  52. moment after moment,
    what is happening to his characters.
  53. And that first storyboard, which was
    about the movie Snow White, helped
  54. organize his team, and set a precedent
    that teams continue to use today.
  55. So if you're using a storyboard,
    you have Disney to thank for that.
  56. >> And a quick follow-up on that, so how
    do I know that I have enough stories,
  57. that I've completed all the stories.
  58. >> So this is a great question.
  59. The user journey is the idea that
    there's one central story that is
  60. the most important.
  61. Another name for
    that is the Golden Path.
  62. That actually comes from Microsoft.
  63. In Microsoft, or so the story goes,
    the teams refer to the golden path as
  64. the experience that is absolutely
    key for the product to work,
  65. for the users to come and
    get what they want.
  66. The Golden Path is
    supported by red threads.
  67. These are the little stories that help
    make it possible, and there can be many,
  68. many little thread such as the user sign
    in, potentially the shopping experience.
  69. But if the Golden Path is your discovery
    process then that's what needs to be
  70. really easy, really key and all efforts
    in the company need to be focused there.
  71. So why is it important to be clear
    of one most important user journey?
  72. Well, we believe that it is
    important to prioritize, and
  73. if you don't know what your app is
    going to be most commonly used for,
  74. then it's really difficult to know
    how all the other things fall out.
  75. So, we recommend to always focus
    on one central user journey, and
  76. to make sure that it is easy and
    effortless for people to achieve that.
  77. It's important to plan for everything.
  78. We see a lot of startups fail because
    they have created a great product but
  79. they don't have any plan for
    how they're going to be discovered.
  80. In that way, they're building
    little islands in the ocean, and
  81. there's no line there that will
    ever take passengers there.
  82. This is why we remind people,
    plan the entire journey.
  83. Plan your product in all of the
    different stages, from the time when no
  84. one knows about it, towards the time
    when they're really masterful.