The value of asking why
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The value of asking why



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

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 The value of asking why Presentation Transcript

  • The Value of Asking Why [email_address]
  • Thank you friends Interaction Design Usability Innovation User Experience
  • Life is a journey
  • Change
  • Choices
  • Travel in Singapore
  • A reminder … Enjoy the moment … Get up an stretch !
    • Assumptions
    • Smart
    • Want to improve
    • Think about the world we live in
    • You care
  • Lots of ways to think about value
  • cost ownership health respect family property gain wealth happiness
  • Want 1 simple way to understand value ?
    • “If we can provide a context in which we can link personal satisfaction and self-actualisation with a lower rate of consumption, and a more sustainable lifestyle, then we can create a society in which wealth means not having more, but living better.”
    • What do you “value”? Why?
  • Frustration
  • Value of asking why
    • Ask:
    • What does this product do ?
    • What do you love about the product? (would you buy it?)
    • What does the product team love about the product? (passionate?)
    • Could you sell the product? (if asked to)
  • When a product becomes indistinguishable from others like it and consumers buy on price alone …
  • Commoditization
  • Perception
  • How do you differentiate?
  • Dimensions of “value”
  • Dimensions of “value”
    • Price
    • Features
    • The making of stuff (craft, care, love, materials, supply chain)
    • Lifetime (time)
    • Relationship (with me … not just about taking my money)
    • Community & concern (helps more than just the individual)
  • Getting to “value” & “meaning”
  • How?
  • Small teams & rehearsal
  • Faster to experiment
    • Changes over time
    • Circumstance & life experiences
    • Age
    • Social influences (culture, friends, family)
    How we think about “value”
  • What does it mean to be valued?
  • To be “valued”
    • Self
    • Products we make
    • Places we work
    • Communities we live in
    • Leaders to get us there
  • 1. Self
    • Read
    • Share your knowledge
    • Contribute to your community
    • Lead
  • 3. Places we work
  • National Culture Organizational Culture Professional Culture Formal Processes Informal Processes Cultures overlap. Training Regional Culture Organizational Sub-cultures Organizational Sub-cultures
  • 5. Leaders to get us there
  • Clear Communications Engineering Marketing Design Shared Language Shared Values
  • Thank you friends Health, happiness, wealth 