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How to make products people want
© The App Business
Jean-Francois Hector – User Experience Strategist
© The App Business
It’s very hard to make people want to use things. 

It’s easier to make things people want to use
What ...
© The App Business
What outcomes are customers trying to achieve? 

Can we make it easier?
Most product teams lose sight o...
© The App Business
We focus on feature ideas and
lose sight of desired outcomes.
© The App Business
We focus on feature ideas and
lose sight of desired outcomes.
© The App Business
We focus on feature ideas and
lose sight of desired outcomes.
© The App Business 7
Outcome Driven Innovation
(aka Jobs-to-be-Done)
© The App Business 8
Outcome Driven Innovation
is a powerful way of thinking that puts
customers’ and the business’ desire...
© The App Business
2 key ideas
4 simple tips
© The App Business
Idea 1
© The App Business
Product 

or feature
People don’t want products or features. 

People want outcomes, and hire products ...
© The App Business
Desired 

outcome

Product or service
People don’t want products or features. 

People want outcomes, a...
© The App Business
A nice lawn
A lawn-mower
People don’t want products or features. 

People want outcomes, and hire produ...
© The App Business
A comfortable home

and saving money
A connected 

thermostat
People don’t want products or features. 
...
© The App Business
Wake up, warm up

and feel pleasure
A hot 

caffeinated drink
People don’t want products or features. 
...
© 2015 The App Business
People don’t want products or features. 

People want outcomes, and hire products 

to help them a...
© The App Business
Idea 2
© The App Business
Focusing on product features makes innovation hard. 

Focusing on the outcomes customers want to achiev...
© The App Business
Desired outcomeContext
Focusing on product features makes innovation hard. 

Focusing on the outcomes c...
© 2015 The App Business
Focusing on product features makes innovation hard. 

Focusing on the outcomes customers want to a...
© 2015 The App Business
Focusing on product features makes innovation hard. 

Focusing on the outcomes customers want to a...
© 2015 The App Business
Focusing on product features makes innovation hard. 

Focusing on the outcomes customers want to a...
© 2015 The App Business
Focusing on product features makes innovation hard. 

Focusing on the outcomes customers want to a...
© 2015 The App Business
© The App Business
Idea #1. People don’t want products or features. 

People want outcomes, and hire products 

to help th...
© The App Business
Tip 1
Understanding
needs
Identifying
opportunities
Designing
solutions
Testing

solutions
© The App Business
Tip #1. Don’t capture requirements as feature ideas.

Capture requirements as desired outcomes
“What fe...
© The App Business
Desired 

outcome

Product or service
Context
Tip #1. Don’t capture requirements as feature ideas.

Cap...
© The App Business
Desired 

outcome

Product or service
“What outcomes are customers trying to achieve?”
“What outcomes a...
© The App Business
© The App Business
“What social features should the product have?”
Tip #1. Don’t capture requirements as feature ideas.

C...
© The App Business
“What social features should the product have?”
Tip #1. Don’t capture requirements as feature ideas.

C...
© The App Business
Users behave in a way
that is considerate 

of other users
Tip #1. Don’t capture requirements as featur...
© The App Business
Users behave in a way
that is considerate 

of other users
Tip #1. Don’t capture requirements as featur...
© The App Business
© The App Business
Tip 2
Understanding
needs
Identifying
opportunities
Designing
solutions
Testing

solutions
© The App Business
Tip #2. Don’t focus on how to be different.

Make it easier for customers to achieve the 

outcomes the...
© The App Business
Context Desired outcomeProblems and pain points
Tip #2. Don’t focus on how to be different.

Make it ea...
© The App Business
Context Problems and pain points
Tip #2. Don’t focus on how to be different.

Make it easier for custom...
© The App Business
Problems and pain points
Tip #2. Don’t focus on how to be different.

Make it easier for customers to a...
© The App Business
2. Context 

What situations 

are they in?
1. Desired outcome 

What do customers 

want to achieve?
T...
© The App Business
© The App Business
1. Desired outcome 

What do customers 

want to achieve?
Tip #2. Don’t focus on how to be different.

...
© The App Business
© The App Business
Problems and pain points
Tip #2. Don’t focus on how to be different.

Make it easier for customers to a...
© The App Business
2. Context 

What situations 

are they in?
1. Desired outcome 

What do customers 

want to achieve?
T...
© The App Business
© The App Business
Value
Feasibility
© The App Business
Tip 3
Understanding
needs
Identifying
opportunities
Designing
solutions
Testing

solutions
© The App Business
Tip #3. Don’t design from feature ideas.

“What should the [XYZ] feature look like?”
© The App Business
Tip #3. Don’t design from feature ideas.

Design towards desired outcomes
“What should the [XYZ] featur...
© The App Business
© The App Business
“What should the personalised dashboard do?”
Tip #3. Don’t design from feature ideas.

Design towards d...
© The App Business
Tip #3. Don’t design from feature ideas.

Design towards desired outcomes
Context 
 Desired outcome 
Pr...
© The App Business
Tip #3. Don’t design from feature ideas.

Design towards desired outcomes
Problems and pain points
On w...
© The App Business
Tip #3. Don’t design from feature ideas.

Design towards desired outcomes
On way to 

the station
Get m...
© The App Business
© The App Business
Tip 4
Understanding
needs
Identifying
opportunities
Designing
solutions
Testing

solutions
Tip #4. Don’t review screens out of context.

Review how your design solution takes customers 

from a starting situation ...
© The App Business
Step1
Step2
Step3
Step4
Starting 

situation

Desired 

outcome

Design solution
Tip #4. Don’t review s...
© The App Business
© The App Business
Step1
Step2
Step3
Step4
I’m in a rush Fuel up
Design solution
Tip #4. Don’t review screens out of conte...
© The App Business
© The App Business
Tip #4. Don’t review screens out of context.

Test how quickly and easily your design solution takes
cu...
65© The App Business
Let’s recap
© The App Business
Tip #1. Don’t capture requirements as feature ideas.

Capture requirements as desired outcomes
Tip #2. ...
Thank You
© The App Business
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How to Make Products People Want: The Outcome-Driven Approach To Innovation

Most digital innovations fail because teams lose sight of what customers really want to achieve.

Outcome-Driven Innovation is a powerful way of thinking that puts your customers’ needs at the centre of every conversation.

This simple method will give you the clarity you need to focus on the right opportunities and make better design decisions.

  • Seja o primeiro a comentar

How to Make Products People Want: The Outcome-Driven Approach To Innovation

  1. 1. How to make products people want © The App Business Jean-Francois Hector – User Experience Strategist
  2. 2. © The App Business It’s very hard to make people want to use things. 
 It’s easier to make things people want to use What outcomes are customers trying to achieve? 
 Can we make it easier? How do we get people to use our product more?
  3. 3. © The App Business What outcomes are customers trying to achieve? 
 Can we make it easier? Most product teams lose sight of this question.
  4. 4. © The App Business We focus on feature ideas and lose sight of desired outcomes.
  5. 5. © The App Business We focus on feature ideas and lose sight of desired outcomes.
  6. 6. © The App Business We focus on feature ideas and lose sight of desired outcomes.
  7. 7. © The App Business 7 Outcome Driven Innovation (aka Jobs-to-be-Done)
  8. 8. © The App Business 8 Outcome Driven Innovation is a powerful way of thinking that puts customers’ and the business’ desired outcomes and at the centre of every conversation.
  9. 9. © The App Business 2 key ideas 4 simple tips
  10. 10. © The App Business Idea 1
  11. 11. © The App Business Product 
 or feature People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  12. 12. © The App Business Desired 
 outcome
 Product or service People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  13. 13. © The App Business A nice lawn A lawn-mower People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  14. 14. © The App Business A comfortable home
 and saving money A connected 
 thermostat People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  15. 15. © The App Business Wake up, warm up
 and feel pleasure A hot 
 caffeinated drink People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes. On my way to work
  16. 16. © 2015 The App Business People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes. A weather app Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  17. 17. © The App Business Idea 2
  18. 18. © The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Apple Watch Support Today screen AnimationsFavorite locations Daily snapshot Local forecast summary App customisation GPS tracking Interactive onboarding Push notifications Hourly forecasts Accessibility features Search for locations
  19. 19. © The App Business Desired outcomeContext Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Design solution?
  20. 20. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today Design solution? I’m going to be 
 across multiple locations today
  21. 21. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  22. 22. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  23. 23. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  24. 24. © 2015 The App Business
  25. 25. © The App Business Idea #1. People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes Idea #2. Focusing on product features makes innovation hard. 
 Focusing on what customers want to achieve 
 makes the path to successful innovation clearer
  26. 26. © The App Business Tip 1 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  27. 27. © The App Business Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What features should the product have?”
  28. 28. © The App Business Desired 
 outcome
 Product or service Context Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What features should the product have?”
  29. 29. © The App Business Desired 
 outcome
 Product or service “What outcomes are customers trying to achieve?” “What outcomes are we (the business) trying to achieve?” Context Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What features should the product have?”
  30. 30. © The App Business
  31. 31. © The App Business “What social features should the product have?” Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes Achievements Badges Free credit Ambassadors Tweet from the app Leaderboard Competitions Points Local competitions Facebook integration
  32. 32. © The App Business “What social features should the product have?” Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What outcome are we trying to achieve by adding social features?” Achievements Badges Free credit Ambassadors Tweet from the app Leaderboard Competitions Points Local competitions Facebook integration
  33. 33. © The App Business Users behave in a way that is considerate 
 of other users Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What social features should the product have?” “What outcome are we trying to achieve by adding social features?”
  34. 34. © The App Business Users behave in a way that is considerate 
 of other users Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What social features should the product have?” “How might we make users behave in a 
 way that is considerate of other users?”
  35. 35. © The App Business
  36. 36. © The App Business Tip 2 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  37. 37. © The App Business Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in.“How do we differentiate ourselves in the category?” ?
  38. 38. © The App Business Context Desired outcomeProblems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in.
  39. 39. © The App Business Context Problems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 1. Desired outcome 
 What do customers 
 want to achieve?
  40. 40. © The App Business Problems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 1. Desired outcome 
 What do customers 
 want to achieve? 2. Context 
 What situations 
 are they in?
  41. 41. © The App Business 2. Context 
 What situations 
 are they in? 1. Desired outcome 
 What do customers 
 want to achieve? Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 3. Problems and pain points
 What pain points and 
 obstacles get in the way?
  42. 42. © The App Business
  43. 43. © The App Business 1. Desired outcome 
 What do customers 
 want to achieve? Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 2. What situations are they in? 3. What pain points and obstacles get in the way?
  44. 44. © The App Business
  45. 45. © The App Business Problems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 1. Desired outcome 
 What do customers 
 want to achieve? 2. Context 
 What situations 
 are they in?
  46. 46. © The App Business 2. Context 
 What situations 
 are they in? 1. Desired outcome 
 What do customers 
 want to achieve? Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 3. Problems and pain points
 What pain points and 
 obstacles get in the way?
  47. 47. © The App Business
  48. 48. © The App Business Value Feasibility
  49. 49. © The App Business Tip 3 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  50. 50. © The App Business Tip #3. Don’t design from feature ideas.
 “What should the [XYZ] feature look like?”
  51. 51. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes “What should the [XYZ] feature look like?” “How might we make it easier to 
 achieve this outcome in this situation?” Context 
 Desired outcome 
Problems and pain points

  52. 52. © The App Business
  53. 53. © The App Business “What should the personalised dashboard do?” Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes My
  54. 54. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes Context 
 Desired outcome 
Problems and pain points

  55. 55. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes Problems and pain points
On way to 
 the station Get my train 
 without stress
  56. 56. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes On way to 
 the station Get my train 
 without stress “How might we make it easy for people
 to get their train without stress
 when on their way to the station?”
  57. 57. © The App Business
  58. 58. © The App Business Tip 4 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  59. 59. Tip #4. Don’t review screens out of context.
 Review how your design solution takes customers 
 from a starting situation to a desired outcome. © The App Business “This is our recommended design for the [XYZ] feature.”
  60. 60. © The App Business Step1 Step2 Step3 Step4 Starting 
 situation
 Desired 
 outcome
 Design solution Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution takes customers from starting situation to desired outcome.
  61. 61. © The App Business
  62. 62. © The App Business Step1 Step2 Step3 Step4 I’m in a rush Fuel up Design solution Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution takes customers from starting situation to desired outcome.
  63. 63. © The App Business
  64. 64. © The App Business Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution takes customers from starting situation to desired outcome.
  65. 65. 65© The App Business Let’s recap
  66. 66. © The App Business Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution 
 takes customers from starting situation to desired outcome.
  67. 67. Thank You © The App Business

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