One of the key challenges of product development is the ability to identify and prioritize specific areas of improvements and innovation. In this talk we describe how we applied a new approach to understand and prioritize users’ needs and motivations in order to drive innovation. This approach used field study interview research, synthesized in a mental model, and combined it with a business strategy methodology called Jobs-To-Be-Done. This allowed us to prioritize the jobs that users are trying to accomplish, and we were able to use this information to guide innovation efforts for our products. These techniques will give practitioners the tools they need to prioritize user needs and influence decision-making.
Semelhante a How to understand and prioritize user needs: A marriage of UX research and business strategy methods (Elizabeth Thapliyal, Jen Padilla, Ryan Kasper)
Semelhante a How to understand and prioritize user needs: A marriage of UX research and business strategy methods (Elizabeth Thapliyal, Jen Padilla, Ryan Kasper) (20)
Making and Unmaking of Chandigarh - A City of Two Plans2-4-24.ppt
How to understand and prioritize user needs: A marriage of UX research and business strategy methods (Elizabeth Thapliyal, Jen Padilla, Ryan Kasper)
1. UNDERSTAND & PRIORITIZE USER NEEDS
Ryan Kasper, @Dr_RyanKasper
Jennifer Padilla, @rinzen75
Elizabeth Thapliyal, @ethapliyal
A marriage of UX and
market research
11. Find photos
on computer
Upload
photos to edit
online
Find photos
uploaded
from phone
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos
on the go
Look in
organized file
structure
Dig through
unorganized
photos
File Transfer
Search
Mobile App
Find Photos!Goal Space
Tower
Tasks
How product
supports the towers
Product gap
@Dr_RyanKasper @rinzen75 @ethapliyal!
15. Job To Be Done
What people are trying to do
Desired Outcome
How they measure success of that job
@Dr_RyanKasper @rinzen75 @ethapliyal!
16. Job To Be Done
“Entertain myself during the morning commute”
Desired Outcome
“Minimize boredom while driving”
@Dr_RyanKasper @rinzen75 @ethapliyal!
18. 1. Conduct customer interviews
2. Capture desired outcomes
3. Organize the outcomes
4. Rate importance and satisfaction
5. Create prioritized list
Job To Be Done Process
@Dr_RyanKasper @rinzen75 @ethapliyal!
19. 1. Conduct customer interviews
2. Capture desired outcomes
3. Organize the outcomes
4. Rate importance and satisfaction
5. Create prioritized list
Job To Be Done Process
Leverage site visits
@Dr_RyanKasper @rinzen75 @ethapliyal!
20. 1. Conduct customer interviews
2. Capture desired outcomes
3. Organize the outcomes
4. Rate importance and satisfaction
5. Create prioritized list
Job To Be Done Process
Leverage site visits
Convert Mental Model
@Dr_RyanKasper @rinzen75 @ethapliyal!
21. Time
Energy
Effort
etc…
Desired Outcome structure:
Direction of improvement + Unit of measure + Action
Minimize my effort to find
photos on my computer
Increase my access to
personal photos when I am
away from my computer
2. Creating desired outcomes
Convert Mental Model
Increase
Decrease
Maximize
Minimize
Look in
organized file
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go
@Dr_RyanKasper @rinzen75 @ethapliyal!
22. 1. Conduct customer interviews
2. Capture desired outcomes
3. Organize the outcomes
4. Rate importance and satisfaction
5. Create prioritized list
Map to Mental Model
Job To Be Done Process
Leverage site visits
Convert Mental Model
@Dr_RyanKasper @rinzen75 @ethapliyal!
23. Find%Photos%
Take%New%Photos% Edit%Photos%
3. Organize the outcomes
Map outcomes to Mental Model
Look in
organized file
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go
Increase my
access to
personal
photos when
away from my
computer!
Minimize my
effort to find
photos on my
computer!
Find photos on
computer
Find photos
that are
shared online
Ask others to
send photos
Use cell phone
to take photos
Use cell
phone to take
photos
Edit photo on
cell phone
Edit photo on
cell phone
Upload photos
to edit online
Upload
photos to edit
online
Increase my
access to
others’ photos
of me!
Minimize the
time it takes to
capture a photo!
Minimize my effort to make edits to
my photo!
@Dr_RyanKasper @rinzen75 @ethapliyal!
24. 1. Conduct customer interviews
2. Capture desired outcomes
3. Organize the outcomes
4. Rate importance and satisfaction
5. Create prioritized list
Map to Mental Model
Job To Be Done Process
Leverage site visits
Convert Mental Model
Create user survey and analyze
@Dr_RyanKasper @rinzen75 @ethapliyal!
25. 4: Rate importance/satisfaction
Minimize my effort to find photos on my computer
1 2 3 4 5 6 7 8 9 10
Very low
Very high
A. How important is this to you?
B. How well is this currently being
satisfied?
Create user survey and analyze
@Dr_RyanKasper @rinzen75 @ethapliyal!
26. 4: Analysis
Opportunity Score: Combines importance and satisfaction
SATISFACTION
IMPORTANCE
LOW
HIGH
LOW
HIGH
@Dr_RyanKasper @rinzen75 @ethapliyal!
27. Create user survey and analyze
1. Conduct customer interviews
2. Capture desired outcomes
3. Organize the outcomes
4. Rate importance and satisfaction
5. Create prioritized list
Map to Mental Model
Job To Be Done Process
Leverage site visits
Convert Mental Model
@Dr_RyanKasper @rinzen75 @ethapliyal!
28. 5: Prioritized List
Desired Outcomes
Opportunity Score
1. Increase my access to others’ photos online
15
2. Minimize my effort to make edits to my photo
11.2
3. Minimize my effort to find photos on my computer
10
4. Increase my access to personal photos when away
from my computer
9.6
5. Minimize the time it takes to capture a photo
9.2
@Dr_RyanKasper @rinzen75 @ethapliyal!
31. Find Photos
Edit Photos
Take New Photos
Edit photo on
cell phone
Edit photo on
cell phone
Upload
photos to edit
online
Upload photos
to edit online
Ask others to
send photos
Find photos
that are
shared online
Get photos
from others
Use cell
phone to take
photos
Use cell phone
to take photos
File Transfer
Mobile App
Search
Auto-sync
1
2
3
4
5
Increase my
access to
others’ photos
of me!
Increase my
access to
personal
photos when
away from my
computer!
Minimize the
time it takes to
capture a photo!
Minimize my
effort to find
photos on my
computer!
Minimize my effort to make edits to
my photo!
Look in
organized file
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go
@Dr_RyanKasper @rinzen75 @ethapliyal!
33. Find Photos
Edit Photos
Take New Photos
Edit photo on
cell phone
Edit photo on
cell phone
Upload
photos to edit
online
Upload photos
to edit online
Ask others to
send photos
Find photos
that are
shared online
Get photos
from others
Use cell
phone to take
photos
Use cell phone
to take photos
File Transfer
Mobile App
Search
Auto-sync
1
2
3
4
5
Increase my
access to
others’ photos
of me!
Increase my
access to
personal
photos when
away from my
computer!
Minimize the
time it takes to
capture a photo!
Minimize my
effort to find
photos on my
computer!
Minimize my effort to make edits to
my photo!
Concept
Mars!
Concept
Jupiter!
Concept
Neptune!
Look in
organized file
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go
@Dr_RyanKasper @rinzen75 @ethapliyal!
37. Capture a quick photo!
Find photos on my computer!
Access others photos of me!
Access my photos when away!
Make edits to my photo!
HELP
HURT
Heuristic
@Dr_RyanKasper @rinzen75 @ethapliyal!
38. “It’s great to have this data to help
make informed decisions. I’m
looking forward to incorporating it
more and more.”
- Product Team Lead
@Dr_RyanKasper @rinzen75 @ethapliyal!
39. Mental Model gives us a detailed map
Jobs-To-Be-Done is our guide
@Dr_RyanKasper @rinzen75 @ethapliyal!
40. Give it a try!
Ryan Kasper, @Dr_RyanKasper
Jen Padilla, @rinzen75
Elizabeth Thapliyal, @ethapliyal