User motivation a product development framework -navneet nair
<ul><li>more features the better </li></ul><ul><li>less is more </li></ul><ul><li>form follows function </li></ul><ul><li>...
<ul><li>i want it yesterday </li></ul><ul><li>time to market </li></ul><ul><li>feature creep </li></ul><ul><li>delays </li...
<ul><li>feature rich but buggy </li></ul><ul><li>looks great but delayed </li></ul><ul><li>missing key features </li></ul>...
<ul><li>look at the market </li></ul><ul><li>speak to the user </li></ul><ul><li>develop a framework </li></ul>Good place ...
Framework?
<ul><li>not a new concept </li></ul><ul><li>based on maslow’s pioneering work </li></ul><ul><li>hierarchy of needs </li></...
<ul><li>the desire or willingness to achieve something </li></ul><ul><li>can that something be a product </li></ul><ul><li...
<ul><li>physiological </li></ul><ul><li>safety </li></ul><ul><li>belonging </li></ul><ul><li>esteem </li></ul><ul><li>actu...
<ul><li>basic need </li></ul><ul><li>‘must have’ feature </li></ul><ul><li>every competitor has at least this much </li></...
<ul><li>works </li></ul><ul><li>does not break </li></ul><ul><li>does not loose user information </li></ul><ul><li>does th...
<ul><li>do the voyeurs use it  </li></ul><ul><li>do your friends use it </li></ul><ul><li>is there a community you can fal...
<ul><li>end to end experience  </li></ul><ul><li>beyond user experience </li></ul><ul><li>user delight </li></ul>Esteem =e...
<ul><li>no further motivation required  </li></ul><ul><li>beyond competition </li></ul>Actualization =pride
The ideal process study the market, define the product, build the basic product, get the interactions right get a stable p...
<ul><li>it is not feasible to use these stages as release cycles </li></ul><ul><li>market conditions will determine your r...
Case studies
 
<ul><li>stunning industrial design </li></ul><ul><li>object oriented operating system </li></ul><ul><li>high performance d...
Steve Jobs “ If you want to make a revolution, you have to raise lowest common denominator.”
<ul><li>by raising the denominator the pyramid was inverted </li></ul><ul><li>too much focus on the top of the pyramid </l...
 
<ul><li>stunning industrial design </li></ul><ul><li>excellent integration with a music web-store </li></ul><ul><li>intuit...
Steve Jobs “ I wish developing great products was as easy as writing a check. If that was the case, Microsoft would have g...
<ul><li>it does look like a product that was developed top down </li></ul><ul><li>but that’s not the truth </li></ul><ul><...
Q&A
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User Motivation: Aproduct development framework

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A presentation made at dCamp Bangalore about using Maslow's Theory in determining feature priority...

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User Motivation: Aproduct development framework

  1. 1. User motivation a product development framework -navneet nair
  2. 2. <ul><li>more features the better </li></ul><ul><li>less is more </li></ul><ul><li>form follows function </li></ul><ul><li>the competitors have it, let’s have it </li></ul>Lets talk features
  3. 3. <ul><li>i want it yesterday </li></ul><ul><li>time to market </li></ul><ul><li>feature creep </li></ul><ul><li>delays </li></ul>Lets talk schedule
  4. 4. <ul><li>feature rich but buggy </li></ul><ul><li>looks great but delayed </li></ul><ul><li>missing key features </li></ul>Where does it meet
  5. 5. <ul><li>look at the market </li></ul><ul><li>speak to the user </li></ul><ul><li>develop a framework </li></ul>Good place to start
  6. 6. Framework?
  7. 7. <ul><li>not a new concept </li></ul><ul><li>based on maslow’s pioneering work </li></ul><ul><li>hierarchy of needs </li></ul>User motivation
  8. 8. <ul><li>the desire or willingness to achieve something </li></ul><ul><li>can that something be a product </li></ul><ul><li>how motivated is the user towards purchase </li></ul>Motivation
  9. 9. <ul><li>physiological </li></ul><ul><li>safety </li></ul><ul><li>belonging </li></ul><ul><li>esteem </li></ul><ul><li>actualization </li></ul>Maslow’s levels
  10. 10. <ul><li>basic need </li></ul><ul><li>‘must have’ feature </li></ul><ul><li>every competitor has at least this much </li></ul><ul><li>defines the product </li></ul>Physiological =functionality
  11. 11. <ul><li>works </li></ul><ul><li>does not break </li></ul><ul><li>does not loose user information </li></ul><ul><li>does the company/community support the product </li></ul>Safety =trust
  12. 12. <ul><li>do the voyeurs use it </li></ul><ul><li>do your friends use it </li></ul><ul><li>is there a community you can fall back upon </li></ul>Belonging =social
  13. 13. <ul><li>end to end experience </li></ul><ul><li>beyond user experience </li></ul><ul><li>user delight </li></ul>Esteem =experience
  14. 14. <ul><li>no further motivation required </li></ul><ul><li>beyond competition </li></ul>Actualization =pride
  15. 15. The ideal process study the market, define the product, build the basic product, get the interactions right get a stable product, invest in quality, customer support gather evangelists, build the community, make sure the right people are using it invest in the brand experience cycle, marketing-to-point of sale-to-user experience-to-support sit back, relax, start work on the next great product
  16. 16. <ul><li>it is not feasible to use these stages as release cycles </li></ul><ul><li>market conditions will determine your release </li></ul><ul><li>getting the needs in the right order could determine success </li></ul><ul><li>is user motivation a reasonable framework </li></ul><ul><li>some examples </li></ul>The world is not perfect
  17. 17. Case studies
  18. 19. <ul><li>stunning industrial design </li></ul><ul><li>object oriented operating system </li></ul><ul><li>high performance display postscript </li></ul><ul><li>high speed magneto-optical drive </li></ul>NeXTcube
  19. 20. Steve Jobs “ If you want to make a revolution, you have to raise lowest common denominator.”
  20. 21. <ul><li>by raising the denominator the pyramid was inverted </li></ul><ul><li>too much focus on the top of the pyramid </li></ul><ul><li>this delayed the project and did not allow the market to react early </li></ul><ul><li>this is another way of saying the market was not ready </li></ul>The NeXTcube failed
  21. 23. <ul><li>stunning industrial design </li></ul><ul><li>excellent integration with a music web-store </li></ul><ul><li>intuitive user interface </li></ul>Apple iPod
  22. 24. Steve Jobs “ I wish developing great products was as easy as writing a check. If that was the case, Microsoft would have great products.”
  23. 25. <ul><li>it does look like a product that was developed top down </li></ul><ul><li>but that’s not the truth </li></ul><ul><li>it began with the soundjam acquisition for itunes </li></ul><ul><li>there were mp3 download sites users were used to </li></ul><ul><li>but the itunes music store made things easy </li></ul><ul><li>sales did not take off dramatically till 2004 </li></ul><ul><li>after the usb and pc versions made the appearance </li></ul>The iPod is a success
  24. 26. Q&A

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