PERANCANGAN

APLIKASI MOBILE

BIMBINGAN TEKNIS ENTREPENEURSHIP DIGITAL

(GAME & MOBILE APPS)

Hanifah M Azzahra, S.Sn., M.Ds.

JURUSAN SISTEM INFORMASIFAKULTAS ILMU KOMPUTER

UNIVERSITAS BRAWIJAYA

04

Grand Palace Hotel - Malang, 16-17 September 2016

Further story: http://www.bbc.com/news/magazine-35560458

E.T.: The Extra-Terrestrial

Atari 2600

"The bosses believed that as long

as we put anything out the door

with ET's name on it would sell

millions and millions," he says.

The CEO goes, “We need it for 1

September.” That left five weeks to

do it! Normally it'd be six to

eight months to do a game, not

five weeks.

Further story: http://www.bbc.com/news/magazine-35560458

E.T.: The Extra-Terrestrial

Atari 2600

Players complained that the

ET character would

inexplicably fall into pits and

get stuck. As one 10-year-old

told The New York Times:

"It wasn't fun."

Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

Everpix

• By 2012 they had 55,000 users and solid financing, and by

2013 they were broke.

• They weren’t sales people. They were developers and

designers, and relied on the product to sell itself.

• In the highly competitive world of apps, even the best

product needs some serious marketing effort behind it.

Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

HAILO – The Taxi App

• The problem really boils down to two things: intense

competition, and a flawed business model.

• You almost have to assume that somebody else is out there

trying to build exactly what you are.

Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

Google Wave – Group Email

• You don’t want to produce something amazing and watch

your audience go “oh yeah, I guess that’s ok.” Because

they’ve heard how amazing it is and the reality disappoints.

Further story: https://blog.placeit.net/apps-fail-teach-us-app-marketing/

• They don’t meet customer needs in a way that is better

than other alternatives.

• Solution: Product Market-fit

• product that creates significant customer value.

• product that meets real customer needs and does so in a way

that is better than the alternatives.

• product that profitable

Further reading: Dan Olsen - The Lean Product Playbook Chapter 1

Further reading: Dan Olsen - The Lean Product Playbook

Further reading: Dan Olsen - The Lean Product Playbook

• Customer/user problem, need or benefit that the product/service should address

• Product/service requirement

Example

• Ability to write in space (zero gravity)

• A specific implementation to address the need or product requirement

Example

• NASA: Space Pen

• Russian: Pencil

• a pen that works in zero gravity

• a writing instrument that works in zero gravity

• a way to record notes in zero gravity for later reference that is easy to use

• a way to record notes in zero gravity for convenient reference later on that is easy to use, is inexpensive, and does not require an external power source.

• Space Pen

• Pencil

• Voice recorder

• Space Pen

Further reading: Dan Olsen - The Lean Product Playbook

• Demographics are quantifiable statistics of a group of

people,

• Such as: age, gender, marital status, income, and education

level

• Example:

Babies photo sharing app

Demographic Segmentation:

women 20 to 40 years old who have one or more

children under the age of three

• Psychographics are statistics that classify a group of

people according to psychological variables

• Psychographic attributes are more useful than

demographics for many products.

• Such as: attitudes, opinions, values, and interests.

• Example:

Babies photo sharing app

Psychographic Segmentation:

moms who enjoy using social media and like sharing

pictures of their babies with friends and family

• Behavioral defines particular action or how frequently

some group of people do

• Example:

Babies photo sharing app

Behavioral Segmentation:

moms who currently share an average of three or more

baby pictures per week on social media (e.g., Facebook,

Instagram, etc.)

• Customer segments that each have distinct needs

• Example:

Dropcam

• Good personas convey the relevant demographic,

psychographic, behavioral, and needs-based attributes of

your target customer.

• Personas should fit on a single page and provide a

snapshot of the customer archetype that’s quick to digest.

• Name

• Representative photograph

• Quote that conveys what they most care about

• Job title

• Demographics

• Needs/goals

• Relevant motivations and attitudes

• Related tasks and behaviors

• Frustrations/pain points with current solution

• Level of expertise/knowledge (in the relevant domain, e.g., level of computer savvy)

• Product usage context/environment (e.g., laptop in a loud, busy office or tablet on the couch at home)

• Technology adoption life cycle segment (for your product category)

• Any other salient attributes.

Persona usually include the following information:

How to Create Persona

1. use your judgment to make initial hypotheses about

your target customer’s attributes

2. test those hypotheses by talking to prospective

customers who match that profile.

3. gain a deeper understanding of their needs, usage of

current solutions, and pain points so you can identify

potential product opportunities.

Further reading: Dan Olsen - The Lean Product Playbook

• Identifying what customer needs that your product could

satisfy.

• Customer needs / benefits what customers want or

value

• Customer needs are not what the user literally says,

“I need [______________].”

• Customer needs should be written from the customer’s

perspective (using “I” and “my”).

• Each need begins with a verb: help, check, reduce,

maximize.

1. Help me prepare my tax return

2. Check the accuracy of my tax return

3. Reduce my audit risk

4. Reduce the time it takes me to enter my tax information

5. Reduce the time it takes me to file my taxes

6. Maximize my tax deductions

Further reading: Dan Olsen - The Lean Product Playbook

• Determining your product value proposition, which

identifies the specific customer needs your product will

address and articulates how it is better and different than

the alternatives.

• A good product is designed with focus on the set of needs

that are important and that make sense to address

together.

• Identifying the Minimum Viable Product (MVP).

Further reading: Dan Olsen - The Lean Product Playbook

• Decide on the feature set for your minimum viable product

(MVP) candidate.

• Identify the minimum functionality required to validate

that you are heading in the right direction.

• How to? BRAINSTORM!

1. Divergent thinking

Generate as many ideas as possible without any

judgment or evaluation

2. Convergent thinking

Evaluate the ideas and decide which ones you think are

the most promising

1. Brainstorming

2. Capture all the ideas that your team generated, then

organize them by the benefit that they deliver.

3. Review and prioritize the list of feature ideas

4. Score each idea on expected customer value to

determine a first-pass priority

5. Identify the top three to five features for each benefit

Further reading: Dan Olsen - The Lean Product Playbook

Further reading: Dan Olsen - The Lean Product Playbook

Usability how easy it is for customers to understand and

use your product

Product Market-fit how valuable they find your product

• User feedback usually begin with lots of usability issues

• Poor usability often prevents users from seeing the full

value your product provides

• Gather insights of product value by conducting

interrogative interview

Further reading: Dan Olsen - The Lean Product Playbook

download: http://gen.lib.rus.ec/book/index.php?md5=958BAD9FD7CBAB2B34F304781382BD77

My company [company name]

is developing [a defined offering]

to help [a target audience] [solve a problem]

[with secret sauce]

Example:

My company Student Job Indonesia

is developing a Job Portal

to help high school & college students or fresh graduates with limited experience

to find intern, part-time, freelance or even full-time job

with our strong network and connection

1 kelompok = 1 presenter, 5 menit, 5 slide

1. Opening / Judul

2. Problem

3. Solution

4. Market

5. Secret Sauce