Olx Product Design and Research

lOMoARcPSD|12154795
OLX - Product Design and Research
Digital Product Management (Universidade Catolica Portuguesa)
StuDocu is not sponsored or endorsed by any college or university

Downloaded by Muhmd Adhil (goldenbear4078@gmail.com)
lOMoARcPSD|12154795
Product Design & Research

OLX Group

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Agenda
Product Design & Research:
- Introduction
- Initial findings
- Make it better
- Q&A
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Let’s start with context.
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Initial findings
Product Design:
- “UX” not “Product Design”

Fuels this idea that design is a support function that executes on a single strength
- Design perceived as a service

A series of guns for hire that come in to help execute a predefined idea
- Perception of role in product development cycle

Not being utilised accordingly in overall product development cycle and process
- Organizational efficiencies
Sheer lack of resources with not enough clarity and focus
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Initial findings
Research:
- Macro vs micro
Focused too much at a market, business and competitor level, not enough
at a product, feature and user level
- Processes & methods

Perceived as taking too long from research to production
- Perception of role in product development cycle

Not enough or clear impact on product development
- Organizational efficiencies
Lack of resources for the needs of the business
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Initial findings
Example:
There are meetings happening around the company, such as

syncs within “P&T”, strategy meetings, some even including
“UX” in the title, where no designer or researcher is in
attendance
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Initial findings
Example:
There are times when we rush requests to design and/or

research, “because we need to put it to production” and after
1,5 months after work being done, it’s still not been added to
pipeline
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Initial findings
Example:
PD&R not being included in most scrum ceremonies
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Initial findings
Example of ill communication:
“Hey there’s something pretty small I need your help

with. Can you work on it and let me know when it’s
done? Tomorrow would be great!”
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Initial findings
Example of ill communication:
“Hey, I’ve figured out the scope for this

project. Just need you to design it and
we’re done!”
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Initial findings
How do we make it better?
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Make it better
Let’s first talk about people
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What is a Product Designer?
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Product Designer
Full Stack Designer
- Visual Design
Typography, contrast, hierarchy, and the good ol’ does it look good?
- Interaction Design
Is it easy and clear to use? Effortless and seamless to go from point A to Z?
- Design Engineering
How it responds, feels and acts when used?
- Product & Business Awareness

Does the design successfully solve a problem? Does it generate positive impact?
- Holistic Context
Not just focused on the feature, but always aware of its context.
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What is a Researcher?
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Researcher
Investigates and gathers information from:
- Users
Interviews, diary studies, etc.
- Products
Heuristics, usability testing, etc.
- Markets
Surveys, audits, etc.
- Competitors
Focus groups, analysis, etc.
- Others
Crucial to uncover problems and reveal impactful information.
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Make it better
Problem Solvers
The discipline is a by-product of creativity—we use craft to
execute but the core is creatively solving real people problems.
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Make it better
Let’s now talk about process
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Ideal process at a high-level
Research Conceptualize Confirm
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Ideal process in detail
Needs of
Users
Empathize Define Prototype Test

Possibilities
Goals of the
of
business
technology
Conceptualize
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Going back to (visualizing) how it is today
What are we going Let’s do it! Let’s ship it!

to do? (Chaos) (Any value to
(In the next 3 customers?)
months)
— — —
Formulating (top-down) solutions based Execution Very little follow through, if any.
on Success measurement? Maintenance?
Market/Business/Competitor Research.
What is the north-star?
What business metric is this going to
impact?
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Make it better
How do we go from one to the other?
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Make it better
CHANGE 1
Thought Partners
We have to stop using PD&R as a service, and rather as a

function that works cross-functionally with PMs, Engineers,
Analysts/Data, and CS to lead ideation and experimentation
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Make it better
CHANGE 2
Explore first, validate second
We need to instil a culture rooted in experimentation, use

research to validate. We will fail, but it’ll be early and with
little disruption.
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Make it better
CHANGE 3
How we communicate
Look to articulate problems, not solutions. PD&R works best

when we work towards solving problems, vs implementing a
solution.
A rockstar PM/Engineer/Analyst says:

“Hey, I have an idea. It’s not fully baked so I think
we should chat and flesh it out together.”
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Make it better
CHANGE 4
Involve early
We should involve PD&R as early in the process and as ahead in

our pipeline as possible. It’s never too early to get a designer
or researcher involved. Work together to define and formulate
the hypothesis and use cases up front.
Ideally a 1-3 sprints ahead so the proper process can be put in

practice.
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Make it better
CHANGE 5
Show more, talk less
Through the craft of design we can actually visualise where we

want to go, instead of describing or talking about it.
We can then, together, start a conversation internally and

externally about what the future can look like and influence
business strategy.
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support or service layer

production and execution
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thought
creativity
change a business
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Q&A
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lOMoARcPSD|12154795

OLX - Product Design and Research

Digital Product Management (Universidade Catolica Portuguesa)

StuDocu is not sponsored or endorsed by any college or university

Product Design & Research

Downloaded by Muhmd Adhil (goldenbear4078@gmail.com)

Product Design & Research:

Let’s start with context.

- “UX” not “Product Design”

- Design perceived as a service

- Perception of role in product development cycle

- Processes & methods

- Perception of role in product development cycle

There are meetings happening around the company, such as

There are times when we rush requests to design and/or

PD&R not being included in most scrum ceremonies

“Hey there’s something pretty small I need your help

“Hey, I’ve figured out the scope for this

How do we make it better?

Let’s first talk about people

What is a Product Designer?

- Product & Business Awareness

Let’s now talk about process

Ideal process at a high-level

Research Conceptualize Confirm

Ideal process in detail

Empathize Define Prototype Test

Going back to (visualizing) how it is today

What are we going Let’s do it! Let’s ship it!

How do we go from one to the other?

We have to stop using PD&R as a service, and rather as a

Explore first, validate second

We need to instil a culture rooted in experimentation, use

Look to articulate problems, not solutions. PD&R works best

A rockstar PM/Engineer/Analyst says:

We should involve PD&R as early in the process and as ahead in

Ideally a 1-3 sprints ahead so the proper process can be put in

Show more, talk less

Through the craft of design we can actually visualise where we

We can then, together, start a conversation internally and

support or service layer

Downloaded by Muhmd Adhil (goldenbear4078@gmail.com) 36

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