The Value of Asking Why

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For a number of years key global themes have emerged in UX:

UX Professionals are not feeling valued enough to be included in the upfront strategic product planning to help drive product success. A feeling sometimes described as ‘not invited’
The term UX is not always well understood organizationally or in the market place.
It’s hard to sell the ‘value of what we do’ with some people feeling forced to use reactionary methods to sell UX.
Limited time and opportunities, or a perceived lack of time to plan for UX ‘up front in product development’ can result in products that have no value when they reach the market place.
Why are product teams still jumping too quickly into development without allocating the necessary resources to question value?

This presentation will:

Guide people towards assessing, understanding and discovering value in order to make valuable stuff in the world.
Zero in sharply on the on the ‘analysis’ or ‘up front piece’ of product development i.e. at the strategy stage, when products are being planned.
Look at how to implement ‘value questions’ as part of product planning, so it will provide practical tips along the way.

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The Value of Asking Why

  1. The “value” of asking why [email_address] @dszuc
  2. Stretch!
  3.  
  4. <ul><li>Assumptions: </li></ul><ul><li>Smart </li></ul><ul><li>Passionate about improvement </li></ul><ul><li>Think bigger picture </li></ul><ul><li>Make better products </li></ul><ul><li>You care </li></ul>
  5. Want 1 simple way to understand value?
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  13.  
  14. <ul><li>What do you “value”? </li></ul><ul><li>Why? </li></ul>
  15. Frustration
  16. http://johnnyholland.org/magazine/2009/08/value/
  17. Value of asking why <ul><li>Ask: </li></ul><ul><li>What does this product do ? </li></ul><ul><li>What do you love about the product? (would you buy it?) </li></ul><ul><li>What does the product team love about the product? (passionate?) </li></ul><ul><li>Could you sell the product? (if asked to) </li></ul>
  18. When a product becomes indistinguishable from others like it and consumers buy on price alone …
  19. Commoditization
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  21.  
  22. How do you differentiate?
  23. Dimensions of “value”
  24. Dimensions of “value” <ul><li>Price </li></ul><ul><li>Features </li></ul><ul><li>The making of stuff (craft, care, love, materials, supply chain) </li></ul><ul><li>Lifetime (time) </li></ul><ul><li>Relationship (with me … not just about taking my money) </li></ul><ul><li>Community & concern (helps more than just the individual) </li></ul>
  25. Getting to “value”
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  28. http://www.bertellibici.com/index.php
  29. http://www.bertellibici.com/index.php
  30. http://37signals.com/svn/posts/2472-opinionated-francesco-bertelli
  31. Finding the “core”
  32. http://www.slate.com/blogs/blogs/thewrongstuff/archive/2010/08/03/error-message-google-research-director-peter-norvig-on-being-wrong.aspx
  33. http://www.slate.com/blogs/blogs/thewrongstuff/archive/2010/08/03/error-message-google-research-director-peter-norvig-on-being-wrong.aspx
  34.  
  35. Small teams
  36. Rehearsal
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  39. Letting go!
  40. Too much process?
  41. http://neilperkin.typepad.com/only_dead_fish/2010/07/we-need-to-rethink-how-we-view-creativity.html
  42. http://neilperkin.typepad.com/only_dead_fish/2010/07/we-need-to-rethink-how-we-view-creativity.html
  43. Faster to question & experiment
  44.  
  45. <ul><li>What does it mean to BE “valued”? </li></ul>
  46. To be “valued” <ul><li>Self </li></ul><ul><li>Products we make </li></ul><ul><li>Places we work </li></ul><ul><li>Communities we live in </li></ul><ul><li>Leaders to get us there </li></ul>
  47. 1. Self
  48. http://apogeehk.com/archives/constant-cycle-of-self-improvement/ <ul><li>Read </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Contribute to your community </li></ul><ul><li>Lead </li></ul>
  49. 2. Products we make
  50. http://www.core77.com/blog/object_culture/the_online_bestselling_japanese_object_in_china_isa_cheap_pen_set_why_17142.asp
  51. http://www.core77.com/blog/object_culture/the_online_bestselling_japanese_object_in_china_isa_cheap_pen_set_why_17142.asp
  52. http://www.core77.com/blog/object_culture/the_online_bestselling_japanese_object_in_china_isa_cheap_pen_set_why_17142.asp
  53. 3. Places we work
  54. National Culture Organizational Culture Professional Culture Formal Processes Informal Processes Cultures overlap. Training Regional Culture Organizational Sub-cultures Organizational Sub-cultures
  55. http://knowledge.wharton.upenn.edu/article.cfm?articleid=2550
  56. http://knowledge.wharton.upenn.edu/article.cfm?articleid=2550
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  58. 4. Communities we live in & impact
  59. Thank you Fit & Associates
  60. What people do or say What people think or believe What people feel Who people are – care, connection, sensitivity Thank you Fit & Associates
  61. 5. Leaders to get us there
  62. http://shareable.net/blog/can-we-design-cities-for-happiness
  63. http://shareable.net/blog/can-we-design-cities-for-happiness
  64. You!
  65. Clear Communications Engineering Marketing Design Shared Language Shared Values
  66. http://52weeksofux.com/post/832646183/timelessness
  67. http://52weeksofux.com/post/832646183/timelessness
  68. Thank you

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