Vicky Cullen runs a project called UXL (User Experience on Legs) giving design advice to startups based in London, she shared a tool she's been working on to help startups get to know their users - Behaviour Gap Mapping startups.
The project I’m working on at the moment is UXL, UCL and Government funded initiative. My background in behaviour change design and psychology.
1. Questions:“who are your users?” “who are your £££customers?”- “who with this problem feels it the most often/strongest”“what is a typical day where the problem/tigger occurs? Every day?”2. DRAW A DAY IN THE WORLD AS IT IS NOW.3. DRAW THE SAME DAY - WITH YOUR PRODUCT
= likefebreeze- noticing the cue/trigger was when the room had been made- some action to signal completion occurred = febreeze- already were making bed or drawing curtains- febreeze more rewarding as smells clean so signals completion. = reseeed= alex startup looking to change one to another- minimise the change by introducing a pen
Vicky Cullen - UX on legs
FINDING KNOWLEDGE HOLES: Behaviour Gap MapBehaviour Change + User Journey
The Behaviour Gap Map!1. User/Custom erIn a typicalDay NOW. 2. User/Customer in typical day ONE YEAR FROM NOW – your product exists and is successful.
GOOD THINGS THAT HAPPENED- Identified situational cues and emotional triggers.- Identified behaviour change (value?= easier, more rewarding)- Identified holes and assumptions in customer knowledge action
5 LEARNS1. Early stage benefits most.2. Marketing Insights3.Takes Time4. Customer vs. User5. Competitor Analysis