0
Disruptive
Innovation
Theory
UX
Better Projects
Mike Rivera
UX Director
Slice of Lime
+
Young
Days
Early
Career
Mid
Career
1997 Mid 00s 2011
Grad
School
What is Disruptive
Innovation Theory?
http://www.christenseninstitute.org/key-concepts/disruptive-innovation-2/
…[transforming] an existing
market…by introducin...
Goals
Align the tools and language
that design and business
use.
Adapt & strengthen current
UX practices.
Disruptive Innovation
Jobs to be Done
Four Forces
Time
Performance
Least demanding
Mid tier demands
Most demanding
Disruption
Jobs to be Done(JTBD)
Marketing Malpractice: The Cause and the Cure
http://hbr.org/2005/12/marketing-malpractice-the-cause...
People don’t want to buy a
quarter-inch drill. They want
a quarter-inch hole.”
Theodore Levitt
Harvard marketing professor...
Situations drive behavior*
*not someone’s traits
Listen to music while running
Action Object of Action Focus
Functional
Social
Emotional
JTBD can have three dimensions
http://blog.mailchimp.com/new-mailchimp-user-persona-research/
Big Takeaway
Base decisions on customer
situations, not customer
traits
Tools
Interviews
5 whys
Kano Analysis
Four Forces & Timeline
Jobs-to-be-Done blog
jobstobedone.org
Jobs-to-be-Done Radio podcast
itun.es/i6xn5bd
Chris Spiek
twi...
Habit of the present Push of the situation
Anxiety of the new Magnetism of the new
Status Quo Progression
Habit of the present Push of the situation
Anxiety of the new Magnetism of the new
Functional
Social
Emotional
This force ...
Passive
Looking
Active
Looking
Deciding Consuming
Exposure Event Event Purchase Experienced
Big Takeaway
To understand behavior, find
its causal roots
Tools
Interviews
Use cases
Customer journeys
Experience maps
Thank you
Mike Rivera
@heavywinter
Coming in November
Disruptive Innovation Theory + UX = Better Projects
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Disruptive Innovation Theory + UX = Better Projects

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This is the deck created for the talk given at Denver Start Up Week 2013.

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Transcript of "Disruptive Innovation Theory + UX = Better Projects"

  1. 1. Disruptive Innovation Theory UX Better Projects Mike Rivera UX Director Slice of Lime +
  2. 2. Young Days Early Career Mid Career 1997 Mid 00s 2011 Grad School
  3. 3. What is Disruptive Innovation Theory?
  4. 4. http://www.christenseninstitute.org/key-concepts/disruptive-innovation-2/ …[transforming] an existing market…by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo.” ”…[transforming] an existing market…by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo.” ”
  5. 5. Goals Align the tools and language that design and business use. Adapt & strengthen current UX practices.
  6. 6. Disruptive Innovation Jobs to be Done Four Forces
  7. 7. Time Performance Least demanding Mid tier demands Most demanding Disruption
  8. 8. Jobs to be Done(JTBD) Marketing Malpractice: The Cause and the Cure http://hbr.org/2005/12/marketing-malpractice-the-cause-and-the- cure/ Jobs-to-be-Done blog jobstobedone.org Critical Path podcast https://itun.es/i6xz6Nf Kano Analysis http://uxmag.com/articles/leveraging-the-kano-model-for-optimal- results Stop Designing for ‘Users’: Design for Activities https://medium.com/design-ux/9c5e582b3ec8
  9. 9. People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” Theodore Levitt Harvard marketing professor “ http://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure/
  10. 10. Situations drive behavior* *not someone’s traits
  11. 11. Listen to music while running Action Object of Action Focus
  12. 12. Functional Social Emotional JTBD can have three dimensions
  13. 13. http://blog.mailchimp.com/new-mailchimp-user-persona-research/
  14. 14. Big Takeaway Base decisions on customer situations, not customer traits
  15. 15. Tools Interviews 5 whys Kano Analysis
  16. 16. Four Forces & Timeline Jobs-to-be-Done blog jobstobedone.org Jobs-to-be-Done Radio podcast itun.es/i6xn5bd Chris Spiek twitter.com/chriscbs Bob Moesta twitter.com/bmoesta BJ Fogg bjfogg.com
  17. 17. Habit of the present Push of the situation Anxiety of the new Magnetism of the new Status Quo Progression
  18. 18. Habit of the present Push of the situation Anxiety of the new Magnetism of the new Functional Social Emotional This force can trump all others People don’t like change Powerful force Good enough”“ Drawbacks of new Non-consumption”“
  19. 19. Passive Looking Active Looking Deciding Consuming Exposure Event Event Purchase Experienced
  20. 20. Big Takeaway To understand behavior, find its causal roots
  21. 21. Tools Interviews Use cases Customer journeys Experience maps
  22. 22. Thank you Mike Rivera @heavywinter Coming in November
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