Hey, my name is Gaetano.

I work at a place called ROLI.

Whats a ROLI?
ROLI LTD.
MISSION: Increase the bandwidth
between people and technology.

Founded 2009 by Roland Lamb.
Located in Dalston.
>35 FT employees
Just completed series A
Seaboard GRAND
Whats a Seaboard GRAND?
Seaboard GRAND
Please
watch &
listen to
this video.
Play a keyboard like a string.
Opens new forms of music
expression.
Handmade in London.
3 sizes (88 key Limited Ed.)
Won the Product of the Year.
STRATEGY: Ofer a premium
experience to top end
users w/in the music
industry. Then provide that
experience to a wider
audience.

Wait, so who are you?
Right, Im the mechanical engineer.
Generally I use numbers to predict.
Most of the
problems or
predictions I
work with are
arise from
observations of
human
interaction with
our product.
People are unpredictable.
Research Execution
market
technology
target user
context
ideation
mock ups
proof of concept
advanced prototyping
DFM
User
Research Execution
ideation
mock ups
proof of concept
advanced prototyping
DFM
We dont expect solutions;
we look here for
inspiration.
Quantity for quality.
Research Design
ideation
mock ups
proof of concept
advanced prototyping
DFM
We dont expect solutions;
we look here for
inspiration.
Quantity for quality.
Design
ideation
mock ups
proof of concept
advanced prototyping
DFM
User
contemporary artists
product specialists
classically trained artists
When
ideation


mock ups
proof of concept
advanced prototyping


DFM
What
I dont know what Im doing.


Which way should we lean?




How well are we doing?



FUBAR* ?


I dont know what Im doing.
Ideation
Im not an expert in this context.
Ideation
Im not an expert in this context.
Ideation
empathy research
Im not an expert in music creation.
Ideation
Ignorance can be useful.
Ignorance can be useful.
The process of going from not knowing to knowing is often the product itself.
(Ray and Charles Eames)
Anyway, back to me.
Im not an expert in music creation.
Ideation
Im not an expert in music creation.
Ideation
Include the stakeholder in the process.
1. Present the objective at a manageable scale.
Ideation
2. Provide material for that person to communicate
and idea, maybe give an example.
3. Work with Yes! And what if
4. Document: photos, gifs, movies
When
ideation


mock ups
proof of concept
advanced prototyping


DFM
What
I dont know what Im doing.


Which way should we lean?




How well are we doing?



FUBAR* ?


Which way should we lean?
Product Development
How can we choose between
variations on the same idea? What
are the limits?
Product Development
Product Development
Make the idea real enough to play test.

Not quick and dirty. More like quick and just
enough to make the idea feel real to the user.
When
ideation


mock ups
proof of concept
advanced prototyping


DFM
What
I dont know what Im doing.


Which way should we lean?




How well are we doing?



FUBAR* ?


Sometimes you come onto a project
thats not in a good place.
Doomed Projects
Nothing is impossible.
(You just need time and money)
Sometimes you come onto a project
thats not in a good place.
Doomed Projects
Doomed Projects
Revisit the user scenario and reframe the problem.
Maybe something good?
Revisit the user scenario and reframe the problem.
BRIEF: Create a luxury ight
case for the Seaboard.
Aluminum
<10kg (35kg with product)
<$350 unit cost
with wheels
safely shipped to customers
deliver in 3 months

SCENARIO: Touring musician
needs to take his SB on a ight.

Nothing is impossible.
(You just need time and money)
BRIEF: Create a luxury ight
case for the Seaboard.
Aluminum
<10kg (35kg with product)
<$350 unit cost
with wheels
safely shipped to customers
deliver in 3 months

SCENARIO: Touring musician
needs to take his SB on a ight.

SCENARIO:
1. Unbox the whole thing.
2. Dispose of packaging.
3. Set up and play Seaboard.
4. Pack it up.
5. Carry to taxi.
6. Check in at airport.
7. Get on plane.
8. Do this in reverse on arrival.


BRIEF: Create a soft carrying
case for the Seaboard.
<5kg
<$350 unit cost
safely shipped to customers
deliver in 3 months

SCENARIO: Going to the studio
on the other side of town.

BRIEF: Create a soft carrying
case for the Seaboard.
<5kg
<$350 unit cost
safely shipped to customers
deliver in 3 months

SCENARIO: Going to the studio
on the other side of town.

When
ideation


mock ups
proof of concept
advanced prototyping


DFM
What
I dont know what Im doing.


Which way should we lean?




How well are we doing?



How well are we doing?
DFM
DFM
QA
Customer service
In-person servicing
Events
Generally we try to ID unanticipated problems through
user trials throughout the project.
General techniques.
Research Execution
Research Execution
extreme
user
Research Execution
extreme
environment
Research Execution
bold tech.
prediction
Research Execution
bold tech.
user
People are unpredictable.
?