How to understand and prioritize user needs: A marriage of UX research and business strategy methods (Elizabeth Thapliyal, Jen Padilla, Ryan Kasper)

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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 …

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.

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  • 1. UNDERSTAND & PRIORITIZE USER NEEDS Ryan Kasper, @Dr_RyanKasper Jennifer Padilla, @rinzen75 Elizabeth Thapliyal, @ethapliyal A marriage of UX and market research
  • 2. @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 3. Concepts Concept Neptune! Concept Mars! Concept Jupiter! @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 4. 1.  Understand user needs 2.  Prioritize the user needs 3.  Apply needs in decision-making @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 5. UX APPROACH TO UNDERSTAND USER NEEDS 1 @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 6. Indi Young @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 7. Mental model visually displays the full picture of your users’ behaviors @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 8. @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 9. •  Story…. @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 10. 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!
  • 11. Product gaps @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 12. MARKET RESEARCH APPROACH TO PRIORITIZE CUSTOMER NEEDS 2 @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 13. Clayton Christensen! Tony Ulwick! @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 14. Job To Be Done What people are trying to do Desired Outcome How they measure success of that job @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 15. Job To Be Done “Entertain myself during the morning commute” Desired Outcome “Minimize boredom while driving” @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 16. SATISFACTION IMPORTANCE HIGH LOW HIGH LOW Biggest Opportunities! Ideal @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 17. 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!
  • 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 Leverage site visits @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 Convert Mental Model @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 20. 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!
  • 21. 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!
  • 22. 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!
  • 23. 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!
  • 24. 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!
  • 25. 4: Analysis Opportunity Score: Combines importance and satisfaction SATISFACTION IMPORTANCE LOW HIGH LOW HIGH @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 26. 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!
  • 27. 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!
  • 28. APPLY RESULTS TO DECISION-MAKING 3 Clear direction! @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 29. Prioritize gaps! @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 30. 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!
  • 31. Decide on Concepts Concept Neptune! Concept Mars! Concept Jupiter! @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 32. 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!
  • 33. @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 34. @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 35. SPARK FOR INNOVATION @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 36. 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!
  • 37. “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!
  • 38. Mental Model gives us a detailed map Jobs-To-Be-Done is our guide @Dr_RyanKasper @rinzen75 @ethapliyal!
  • 39. Give it a try! Ryan Kasper, @Dr_RyanKasper Jen Padilla, @rinzen75 Elizabeth Thapliyal, @ethapliyal