User motivation a product development framework -navneet nair

more features the better less is more form follows function the competitors have it, let’s have it Lets talk features

more features the better

less is more

form follows function

the competitors have it, let’s have it

i want it yesterday time to market feature creep delays Lets talk schedule

i want it yesterday

time to market

feature creep

delays

feature rich but buggy looks great but delayed missing key features Where does it meet

feature rich but buggy

looks great but delayed

missing key features

look at the market speak to the user develop a framework Good place to start

look at the market

speak to the user

develop a framework

Framework?

not a new concept based on maslow’s pioneering work hierarchy of needs User motivation

not a new concept

based on maslow’s pioneering work

hierarchy of needs

the desire or willingness to achieve something can that something be a product how motivated is the user towards purchase Motivation

the desire or willingness to achieve something

can that something be a product

how motivated is the user towards purchase

physiological safety belonging esteem actualization Maslow’s levels

physiological

safety

belonging

esteem

actualization

basic need ‘must have’ feature every competitor has at least this much defines the product Physiological =functionality

basic need

‘must have’ feature

every competitor has at least this much

defines the product

works does not break does not loose user information does the company/community support the product Safety =trust

works

does not break

does not loose user information

does the company/community support the product

do the voyeurs use it do your friends use it is there a community you can fall back upon Belonging =social

do the voyeurs use it

do your friends use it

is there a community you can fall back upon

end to end experience beyond user experience user delight Esteem =experience

end to end experience

beyond user experience

user delight

no further motivation required beyond competition Actualization =pride

no further motivation required

beyond competition

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

it is not feasible to use these stages as release cycles market conditions will determine your release getting the needs in the right order could determine success is user motivation a reasonable framework some examples The world is not perfect

it is not feasible to use these stages as release cycles

market conditions will determine your release

getting the needs in the right order could determine success

is user motivation a reasonable framework

some examples

Case studies

stunning industrial design object oriented operating system high performance display postscript high speed magneto-optical drive NeXTcube

stunning industrial design

object oriented operating system

high performance display postscript

high speed magneto-optical drive

Steve Jobs “ If you want to make a revolution, you have to raise lowest common denominator.”

by raising the denominator the pyramid was inverted too much focus on the top of the pyramid this delayed the project and did not allow the market to react early this is another way of saying the market was not ready The NeXTcube failed

by raising the denominator the pyramid was inverted

too much focus on the top of the pyramid

this delayed the project and did not allow the market to react early

this is another way of saying the market was not ready

stunning industrial design excellent integration with a music web-store intuitive user interface Apple iPod

stunning industrial design

excellent integration with a music web-store

intuitive user interface

Steve Jobs “ I wish developing great products was as easy as writing a check. If that was the case, Microsoft would have great products.”

it does look like a product that was developed top down but that’s not the truth it began with the soundjam acquisition for itunes there were mp3 download sites users were used to but the itunes music store made things easy sales did not take off dramatically till 2004 after the usb and pc versions made the appearance The iPod is a success

it does look like a product that was developed top down

but that’s not the truth

it began with the soundjam acquisition for itunes

there were mp3 download sites users were used to

but the itunes music store made things easy

sales did not take off dramatically till 2004

after the usb and pc versions made the appearance

Q&A