Category: Design

My product management toolkit (34): product principles

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“Values are like fingerprints. Nobodies are the same but you leave them all over everything you do.” Elvis Presley 

“Values” – each organisation has got them. Whether they’re explicit or implicit, strong company values underpin everything a business does (and doesn’t do). “Serve Our Users” for instance is a core value articulated in the Google Code of Conduct: “Our users value Google not only because we deliver great products and services, but because we hold ourselves to a higher standard in how we treat users and operate more generally.”

 

 

As product managers we use product principles, a clear set of standards and goals that connect company values with the outcomes that we’re trying to achieve, both for customers and our company. Before we look at example product principles, I believe it’s important to cover some terminology first:

  • Product principles – Specific principles that affect product development and decision-making.
  • Design principles – Specific principles that drive product design, both in terms of the user interface and the experience. For instance, companies have design principles around their app content or navigation.
  • General product principles – Those principles which apply to building great products and whicvh are agnostic to company values and apply to every product.

Granted, lots of of people seem to talk about design and product principles interchangeably, but I treat them very much as two distinct concepts. For instance, “we’re always 100% transparent with our users” I see as a good example of a product principle, and one that which subsequently drive the design of the product or service as well as many other aspects of the product. Here are some key things to bear in mind with respect to product management principles:

  1. What to use product principles for? – Product principles can be very valuable at each stage of the product lifecycle, whether the product is at the idea stage or being considered for termination. In my experience, product principles ultimately help with decision making. Questions such as “should we add feature A or B?” or “which channels should we use for this product?”, can all be determined with the guidance of the overarching product principles.
  2. Who should use product principles? – Everybody in the business. Just as much as company values apply to all employees, I believe that product principles work the same. To think that product principles sit exclusively within the domain of a product person feels limiting. People across the business are involved in the product and should therefore at least be aware of the product principles.
  3. What do good product principles look like? – In essence, good product principles should (1) link closely to the overall company mission and values (2) be concrete enough to enable decision making (3) be easy to remember and (4) be specific enough within the context of customer outcomes. For example, at ecommerce platform Shopify the mission is “to make commerce better for everyone, no matter where they’re located or their level of experience.” From this mission statement, Shopify has derived its (product) principles: (1) put merchants first (2) empower but don’t overwhelm (3) build a cohesive experience and (4) be polished but not ornamental.

                                                    Taken from: https://polaris.shopify.com/guides/principles

 

Main learning point: Whilst I appreciate that values, design and product principles are often being talked about in the same breadth, I do recommend looking at product principles as its own concept. Well defined product principles can add a lot of value to product development and collaboration throughout the product lifecycle.

 

Related links for further learning:

  1. https://www.mindtheproduct.com/2017/06/applying-product-principles-guide-better-product-decisions/
  2. https://svpg.com/wp-content/uploads/2017/07/Example-Principles.pdf
  3. https://svpg.com/the-product-manifesto/
  4. https://uxcellence.com/2015/product-principles
  5. https://medium.com/@ElWexicano/product-principles-better-products-65e64f784c2b
  6. https://inside.6q.io/190-examples-of-company-values/
  7. https://abc.xyz/investor/other/google-code-of-conduct.html
  8. https://medium.com/etsy-design/creating-etsys-design-principles-4faf31914be3
  9. https://www.jasonshen.com/2014/no-silver-bullets-etsys-randy-hunt-on-product-design/
  10. https://polaris.shopify.com/guides/principles
  11. https://medium.com/@ElWexicano/product-principles-better-products-65e64f784c2b

What product managers can learn about Design Systems

marcabraham1 Comment

What makes a good product? What makes a well designed product? A few years ago, I learned about design principles and how principles such as “not getting in the way (of the user)” and “content first” can drive product design. Imagine my initial confusion and intrigue, as a non-designer, when I first heard about a “design system”. Chris Messina – former designer at Uber – has come up with a useful definition of what a design system is:

 

“Design systems provide a convenient, centralized, and evolving map of a brand’s known product territories with directional pointers to help you explore new regions.”

 

Later, Messina went on to add that “Design never was just how it looks, but now it’s also how it sounds, how it speaks, and where it can go.” Apart from capturing how brand and product communicate, look and feel, a design system is also a critical component when it comes to scale. Just take this statement by Vikram Babu – product designer at Gigster – for example:

 

“The problem facing design today isn’t a shortage of skills or talent but that design doesn’t scale when you move from a few screens of designed components to a platform of developed patterns where adding people only complicates the problem… hence design systems.” 

 

The key thing I learned about the value of design systems is that they intend to go beyond just a collection of design elements. Typically, companies will have a style guide. However, more often than not these style guides contain a bunch of design elements or patterns, but not create a fully comprehensive design language or tone of voice, as Nathan Curtis – owner of the EightShapes design firm – explains:

 

“A style guide is an artefact of the design process. A design system is a living, funded product with a roadmap & backlog, serving an ecosystem.” 

 

This raises the question how one goes about creating a design system. Some things that I’ve learned in this respect:

Before you get started

  1. What’s your company vision look like? And is mission?
  2. Which problem is your company looking to solve and why? For whom?
  3. What are the company values which underpin your company culture, product and service?
  4. What problem(s) are we trying to solve through the design system? Why?
  5. What’s the desired impact we expect the design system to have on the way we work?

Getting started

  1. What does the current design and design look like? What works and what doesn’t? Identify the gaps.
  2. Define some underlying design principles, which underpin a fluid and developing ‘design ecosystem’ (see Airbnb as a good example; Fig. 1 below).
  3. Create a visual design language, which comprises a number of distinct but ever evolving components (I loved Adobe’s Nate Baldwin breakdown of some of these components; see Fig. 2 below). Common components of a visual design language are: colour, typography, iconography, imagery, illustrations, sizing and spacing.
  4. Create a User Interface and pattern library.
  5. Document what each component is and how to use it.

 

Fig. 1 – Airbnb design principles – Taken from: https://airbnb.design/building-a-visual-language/

  • Unified: Each piece is part of a greater whole and should contribute positively to the system at scale. There should be no isolated features or outliers.
  • Universal: Airbnb is used around the world by a wide global community. Our products and visual language should be welcoming and accessible.
  • Iconic: We’re focused when it comes to both design and functionality. Our work should speak boldly and clearly to this focus.
  • Conversational: Our use of motion breathes life into our products, and allows us to communicate with users in easily understood ways.

 

Fig. 2 – The foundation of creating a Visual Design Language by Nate Baldwin – Taken from: https://medium.com/thinking-design/what-is-a-design-language-really-cd1ef87be793

  • Clearly defined semantics (and no, “error”, “warning”, “success”, and “info” aren’t nearly enough)
  • Thorough and mature mapping of core elements of design with clear purposes and meanings
  • A solid family of UI components and patterns that effectively support the semantics, and use design elements (based on theirmeanings) to support the meaning of the components
  • Thorough, comprehensive documentation about the visual communication system

 

To make this a bit more concrete, I’ll look at three good examples of design systems, by Google, Bulb and Salesforce.

 

Google Material Design

 

 

Bulb

 

 

Salesforce Lightning Design System

 

 

 

Main learning point: It’s important for product managers to understand what a Design System is and the purposes it serves. Even if you’re not directly involved in creating or applying a Design System, it’s key to understand your company’s design language and how it applies to your product.

 

 

Related links for further learning:

  1. https://bulb.co.uk/blog/introducing-bulbs-design-system
  2. http://design.bulb.co.uk/#/patterns/styles/colors/README.md
  3. https://www.fastcompany.com/90160960/the-design-theory-behind-amazons-5-6-billion-success
  4. https://www.invisionapp.com/blog/guide-to-design-systems/
  5. https://www.invisionapp.com/blog/scale-design-systems/
  6. https://medium.muz.li/how-to-create-a-style-guide-from-scratch-tips-and-tricks-e00f25b423bf
  7. https://www.invisionapp.com/blog/secrets-design-leadership/
  8. https://www.lightningdesignsystem.com/
  9. https://www.uxpin.com/create-design-system-guide
  10. https://medium.freecodecamp.org/how-to-build-a-design-system-with-a-small-team-53a3276d44ac
  11. https://www.uxpin.com/studio/ebooks/create-design-system-guide-checklist/
  12. https://blog.prototypr.io/design-system-ac88c6740f53
  13. https://medium.com/thinking-design/what-is-a-design-language-really-cd1ef87be793
  14. https://airbnb.design/building-a-visual-language/
  15. https://material.io/design/

App review: Forest

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My quick summary of Forest before using the app – I think I first heard Nir Eyal, who specialises in consumer psychology, talk about Forest. Given that Nir mentioned the app, I can imagine Forest impacts people behaviour, helping them achieve specific outcomes.

How does Forest explain itself in the first minute? – “Stay focused, be presented” is Forest’s strap line which I see first. This strap line is followed swiftly followed by a screen that says “Plant a Tree” and explains that “Whenever you want to focus on your work, plant trees.” This suggests to me that Forest is an app which aims to help people focus on their work and eradicate all kinds of distractions.

How does Forest work? – The app first explains its purpose in a number of nicely designed explanatory screens.

After clicking “Go”, I land on a screen where I can adjust time; presumably the time during which I want to focus and avoid any interruptions.

I set the time at 10 minutes and click “Plant”. I love how, as the time progresses, the messages at the top of the screen keep alternating, from “Don’t look at me!” to “Don’t look at me!” to “Hang in there!” Nice messages to help keep me focus and not fall prey to checking my phone. At any stage, I can opt to “Give up” which presumably means that the tree that I’ve been planting – through staying focused – will be killed.

I’m motivated to see this through and plant my first tree. When I complete my 10 minutes of uninterrupted time, I expect to see a nice tree right at the end of it. Try and imagine my disappointment when I don’t see a tree but instead am encouraged to create a Forest account.

Did Forest deliver on my expectations? – I can see how Forest helps people to focus and avoid checking their phone constantly. Just want to explore the gamification element of the app a bit more.

Michael Margolis: “user research, quick and dirty” (2)

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I wrote earlier about Michael Margolis’ Startup Lab workshop, in which he teaches attendees about “User research, quick and dirty”.  Michael Margolis, UX Research Partner at Google Ventures covers user research topics such as user interview types and getting to the right learnings. He also offer a number of practical tips with respect to recruiting users and how to best conduct user interviews:

Recruiting users

Margolis mentions that recruiting 5 people to get feedback from is often sufficient, especially when you’re doing usability testing. He does stress that it’s worth the effort recruiting these people selectively and carefully, as this will help generate better results and avoid wasting time. Creating a simple participant screener document or survey is a good way to recruit the ‘right’ users (see an example in Fig. 1 below).

Fig. 1 – Ethnio.io screen survey example – Taken from: https://www.nngroup.com/articles/live-intercept-remote-test/

Margolis lists a number of very helpful questions to feed into your screener document, in order to engage with the right users (and exclude those that aren’t right):

Users to include

  • Who do you want to want to talk to?
  • What exact criteria will identify the people you want to talk to?
  • What screening questions will you ask? (questions shouldn’t reveal “right” answers)

Users to exclude

  • Who do you want to want to exclude?
  • What exact criteria will identify the people you want to excliude?
  • What screening questions will you ask? (questions shouldn’t reveal “right” answers)

Conducting a user interview

Fig. 2 – Arc of a typical user interview, by Michael Margolis – Taken from: https://library.gv.com/the-gv-research-sprint-finalize-schedule-and-complete-interview-guide-day-3-b8cddb8f931d

The representation of the user interview in the form of an arc, I probably found the most helpful aspect that Margolis (see Fig. 2 above). This arc really helps in structuring an interview, identifying the appropriate sequence of activities during the interview.

Main learning point: User research doesn’t have to be complicated, super time consuming or overly expensive. A huge thanks to Michael Margolis for sharing such a wealth of very useful and practical user research insights!

 

Related links for further learning:

  1. https://www.usertesting.com/blog/2015/01/29/screener-questions/
  2. https://www.nngroup.com/articles/live-intercept-remote-test/
  3. https://library.gv.com/the-gv-research-sprint-finalize-schedule-and-complete-interview-guide-day-3-b8cddb8f931d
  4. https://www.nngroup.com/articles/interviewing-users/

Michael Margolis: “user research, quick and dirty” (1)

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Why do I keep coming across businesses that struggle to engage with their (prospective) customers, to learn about their needs and behaviours? Too often for my liking, I hear comments like:

“Marc, we’re a startup, we don’t have the time and budget to do customer research!” 

“I’m not allowed to talk to customers.” 

“In my old place, we used to have a dedicated user research team and they’d just give me their research report on a platter, after them having spoken to users.”

It therefore felt quite timely when a colleague pointed me in the direction of Michael Margolis, UX Research Partner at Google Ventures.  Back in 2013, Margolis delivered a great Startup Lab workshop in which he covered the ins and outs of “User research, quick and dirty”. The recording of the 90 minute workshop is available on YouTube and you can find Margolis’ slides here (see also Fig. 1 below).

Fig. 1 – Michael Margolis’ Startup Lab workshop: “User Research, Quick ‘n’ Dirty” – Published on 26 February 2013 on https://youtu.be/WpzmOH0hrEM

I watched Margolis’ workshop in full and these are my main takeaways:

Seeing through users’ eyes

Margolis started off his session by talking about the importance of continuously learning about users, seeing things through their eyes. In a subsequent Medium post, Margolis writes that in his experience, startups will typically use UX research to achieve one of these objectives:

  1. Improve a process or worklflow
  2. Better understand customer shopping habits
  3. Evaluate concepts
  4. Test usability
  5. Refine a value proposition

Two types of user interviews

It’s great to hear Margolis making a distinction between two types of interviews:

  • Usability: A usability interview is all about learning whether users can actually use your product and achieve their goals with it. Can users do it? Can they understand it? Can they discover features?
  • Discovery: Discovery type user interviews tend to be more contextual, and delve more into the actual user. Who? Where? When? Why? How? All key questions to explore as part of discovery, as well as the user’s existing behaviours, goals, needs and problems.

Margolis then talks about combining the two interview types and highlight two sample questions to illustrate this combination:

“How do you do things now?”

“How do you think about these things?”

The distinction between “usability” and “discovery” isn’t just an artificial one. I love Margolis’ focus on objectives, acknowledging that objectives are likely to vary depending on the type of product, its position within the product lifecycle and the learnings that you’re looking to achieve. I’ve found – at my own peril – that it’s easy to jump straight into defining user tasks or an interview script, without thinking about your research objective and what Margolis calls “North Star questions” (see Fig. 2 below).

Fig. 2 – Michael Margolis’ 5 studies startups needs most- Taken from:  https://library.gv.com/field-guide-to-ux-research-for-startups-8569114c27fb – Published on 5 May 2018 

Margolis provides some very useful pointers about discovery and usability questions, which you can use to create a research plan and an interview guide:

Sample discovery questions – as suggested by Michael Margolis:

  • What are users’ behaviours, attitudes and expectations towards the product?
  • Who are the key user groups? What are their needs and behaviours?
  • What are the pros/cons of different designs? Why?
  • What are the pros/cons of competitor products?
  • How are people using existing/competitor products? What features are mots important and why?
  • What barriers hinder users from adopting <product>?

Sample usability questions – as suggested by Michael Margolis:

  • Can users discover feature X?
  • Are users able to successfully complete primary tasks? Why (not)?
  • Do users understand feature X? Why (not)?

In a similar vein, I believe it’s important to distinguish between problem and solution interviews. There’s a risk of your customer insights becoming muddled when you mix problem and solution interviews, especially if you alternate problem questions with solution questions.

In a problem interview, you want to find out 3 things:

  • Problem – What problem are you solving? For example, what are the common frustrations felt by your customers and why? How do their problems rank? Ask your customers to create a top 3 of their problems (see the problem interview script in Fig. 1 below).
  • Existing alternatives – What existing alternatives are out there and how does your customer perceive your competition and their differentiators? How do your customers solve their problems today?
  • Customer segments – Who has these problems and why? Is this a viable customer segment?

Fig. 3 –  Outline of a problem interview script – Taken from: Ash Maurya – “Running Lean”

In a solution interview, you want to find out 3 things:

  • Early adopters – Who has this problem and why? How do we identify and engage with early adopters? (see Fig. 3 below)
  • Solution – How will you solve their problems? What features do you need to build as part of your solution, why?
  • Pricing/Revenue – What is the pricing model for your product or service? Will customers pay for it, why?

Fig. 4 – Outline of a solution interview script – Taken from: Ash Maurya – “Running Lean”

Main learning point: In his Startup Lab workshop, Michal Margolis, drops a lot of very valuable tips on how to best keep customer research quick and simple, whilst still learning the things about your customer and/or product that you’re keen to learn. So much so that Michael Margolis’ tips warrant another blog post, which I’ll share soon!

Related links for further learning:

  1. https://library.gv.com/field-guide-to-ux-research-for-startups-8569114c27fb
  2. https://library.gv.com/user-research-quick-and-dirty-1fcfa54c91c4
  3. https://www.slideshare.net/LauraKlein1/shut-the-hell-up-other-tips-for-learning-from-users
  4. https://www.youtube.com/watch?v=WpzmOH0hrEM
  5. https://library.gv.com/tagged/design
  6. https://medium.com/@maa1/book-review-just-enough-research-2d714d447eda
  7. https://medium.com/@maa1/my-product-management-toolkit-23-customer-empathy-a1e66ff15012