What’s Your Problem? Putting Purpose  Back into Your     Projects            ❦        @whitneyhess   http://whitneyhess.co...
http://www.nasa.gov/mission_pages/genesis/multimedia/gen_team_15278.html
http://www.thoughtfarmer.com/clients/intranet-case-studies/continuum/
http://www.flickr.com/photos/londonlooks/5563391691/
http://thisweekfordinner.com/2009/07/18/time-to-swif-swif-with-the-swiffer-wet-jet/
http://thisweekfordinner.com/2009/07/18/time-to-swif-swif-with-the-swiffer-wet-jet/
http://thisweekfordinner.com/2009/07/18/time-to-swif-swif-with-the-swiffer-wet-jet/
Design is the   problem(not just the solution)
Principles of Problem Solving Process   Define the problem           before trying to solve it People    Ask questions     ...
ProcessDefine the problem before trying to     solve it
“If I had one hour to save the world, I would spend  55 minutes defining the  problem and 5 minutes   finding the solution.”...
http://www.docstoc.com/docs/25945866/Carbon-Footprint-Calculation-Detail
Problem Setting > Solving
What is a Problem?Gap between       Problem ownercurrent and          wants to do              &desired               some...
http://www.flickr.com/photos/ljmcallister/1012818172/
http://www.flickr.com/photos/boiselighting/3604789822/
http://mommyblogstoronto.typepad.com/bloghers_act_canada/2007/09/unwrapped.html
Who is yourtarget audience?
People   Ask questionsto root out the truth
ﬔe problem is out there,   not at your desk.
User Research ✦   Interviews ✦   Observations ✦   Surveys ✦   Card sorts ✦   Diary studies ✦   Etc.
Market        User           vs.  Research     ResearchWhat people like   What people do
User Research ✦   Interviews ✦   Observations ✦   Surveys ✦   Card sorts ✦   Diary studies ✦   Etc.
To determine the user’s real problem:1.   Find representative users2.   Ask questions3.   Listen closely4.   Write it all ...
User Interviews   Lifestyle QuestionsTell me a bit about yourself. Wheredo you live? Where are you from?What do you do?Wha...
User Interviews      Context QuestionsHow did you become eco-conscious?How long has it been?How do you conserve? Since whe...
User Interviews   Influence QuestionsWhere do you get your information onenvironmental issues/conserving?What eco-conscious...
User Interviews      Social QuestionsWith whom do you share environmentalinfo that you find? How?Tell me about a recent con...
User Interviews Familiarity QuestionsWhat do you know about carbonoffsets? Have you purchased them?Have you calculated your...
User Interviews     Web Use QuestionsWhat other websites do you frequent?What social networking sites do you use?Why these...
User Interviews   Tech Use QuestionsWhat kind of computer do you own?When did you buy it? Who else uses it?How do you conn...
Personas
Impractical advice      http://www.mymothermode.com/wp-content/uploads/2010/08/diapers.jpg
Guilt tripshttp://cdn.babble.com/famecrawler/files/2011/05/playdate.jpg
One-handed browsing
ﬔe Real Problem✦   Impractical advice✦   Guilt trips✦   One-handed browsing
But I can’t talk with users...                http://garryregier.net/wp-content/uploads/2011/08/chained-to-desk-computer-g...
Empathy Map Created by Dave Gray of XPLANE – Gamestorming pg. 65
Empathy Map http://www.cccc.org/blogs/john/2012/02/10/empathy-maps-a-way-to-understand-your-donors-and-beneficiaries/
5 Whys               Problem                         Why?                         Why?                         Why?       ...
Teacher5 Whys   Management         usage is low           Why?           Why?           Why?           Why?           Why?
Teacher5 Whys   Management         usage is low           Why?         ﬔey aren’t logging in           Why?           Why?...
Teacher5 Whys   Management         usage is low           Why?         ﬔey aren’t logging in                        ﬔey ca...
Teacher5 Whys   Management         usage is low           Why?         ﬔey aren’t logging in                        ﬔey ca...
Teacher5 Whys   Management         usage is low           Why?         ﬔey aren’t logging in                        ﬔey ca...
Teacher5 Whys   Management         usage is low           Why?         ﬔey aren’t logging in                        ﬔey ca...
Fishbone DiagramCause   Cause                   EffectCause   Cause                http://pri-network.org/training/fishbone....
Fishbone Diagram        Cause           CauseCause           Cause  Cause                                   Effect         ...
Fishbone Diagram                  Low %                 manual               adjustments               http://pri-network....
Fishbone Diagram      Te        ac           he             rs                  ar                    en                  ...
Fishbone Diagram      Te        ac           he             rs                  ar                    en                  ...
Fishbone Diagram                        Te                             acCan’t remember credentials     he                ...
Fishbone Diagram                           Te                             acCan’t remember credentials      he            ...
Fishbone Diagram                                                    Te                                                    ...
Fishbone Diagram                                                           Te                                             ...
Fishbone Diagram                                                           Te                                             ...
Fishbone Diagram                                                           Te                                             ...
Purpose  Be obsessedwith the problem, not the solution
Question assumptions
Be more ambitious           http://www.slideshare.net/bokardo/metricsdriven-design-4317168
Cra a Problem Statement      ✦   Concise      ✦   Specific      ✦   Measurable
Problem Statement Format    Who needs what    because why .
Casual environmentalists needcreative ways to conservewithout the guilt trip becausethey have constraints onadapting their...
Teachers in non-salesregions need an in-depthonboarding processbecause they aren’tusing critical settings.
5Ws Technique   ✦ Who?   ✦ What?   ✦ Where?   ✦ When?   ✦ Why?
So Skills:✦ Listening✦ Empathy✦ Connection✦ Facilitation✦ Persuasion✦ Patience
“How can I help you be  more successful?”
ﬔe persistenceof the problem  is purpose
Principles of Problem Solving Process   Define the problem           before trying to solve it People    Ask questions     ...
Life is too short to waste it solvingthe wrong problems
ﬔank you. Whitney Hess       @whitneyhess  http://whitneyhess.com whitney@whitneyhess.com
Further ReadingBuilding Shared Understanding of Wicked Problems                http://www.cognexus.org/Rotman-interview_Sh...
What's Your Problem? Putting Purpose Back into Your Projects
What's Your Problem? Putting Purpose Back into Your Projects
What's Your Problem? Putting Purpose Back into Your Projects
What's Your Problem? Putting Purpose Back into Your Projects
What's Your Problem? Putting Purpose Back into Your Projects
What's Your Problem? Putting Purpose Back into Your Projects
What's Your Problem? Putting Purpose Back into Your Projects
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What's Your Problem? Putting Purpose Back into Your Projects

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“What do you do?” has become the standard opening line for getting to know someone. But if you were asked, “Why do you do what you do?” how would you answer? We are too narrowly focused on developing solutions for problems that we don’t understand, don’t care about, or worst of all, don’t actually exist. Life is too short to waste our time expertly creating something that matters to no one. Learn to find your “why.” Discover interviewing techniques to build greater empathy with your users, synthesizing techniques to uncover their underlying inefficiencies and frustrations, and tips to continually draw inspiration and long-term product vision from their lives.

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What's Your Problem? Putting Purpose Back into Your Projects

  1. 1. What’s Your Problem? Putting Purpose Back into Your Projects ❦ @whitneyhess http://whitneyhess.com whitney@whitneyhess.com Whitney Hess
  2. 2. http://www.nasa.gov/mission_pages/genesis/multimedia/gen_team_15278.html
  3. 3. http://www.thoughtfarmer.com/clients/intranet-case-studies/continuum/
  4. 4. http://www.flickr.com/photos/londonlooks/5563391691/
  5. 5. http://thisweekfordinner.com/2009/07/18/time-to-swif-swif-with-the-swiffer-wet-jet/
  6. 6. http://thisweekfordinner.com/2009/07/18/time-to-swif-swif-with-the-swiffer-wet-jet/
  7. 7. http://thisweekfordinner.com/2009/07/18/time-to-swif-swif-with-the-swiffer-wet-jet/
  8. 8. Design is the problem(not just the solution)
  9. 9. Principles of Problem Solving Process Define the problem before trying to solve it People Ask questions to root out the truth Purpose Be obsessed with the problem, not the solution
  10. 10. ProcessDefine the problem before trying to solve it
  11. 11. “If I had one hour to save the world, I would spend 55 minutes defining the problem and 5 minutes finding the solution.” Albert Einstein
  12. 12. http://www.docstoc.com/docs/25945866/Carbon-Footprint-Calculation-Detail
  13. 13. Problem Setting > Solving
  14. 14. What is a Problem?Gap between Problem ownercurrent and wants to do &desired somethingstate about it
  15. 15. http://www.flickr.com/photos/ljmcallister/1012818172/
  16. 16. http://www.flickr.com/photos/boiselighting/3604789822/
  17. 17. http://mommyblogstoronto.typepad.com/bloghers_act_canada/2007/09/unwrapped.html
  18. 18. Who is yourtarget audience?
  19. 19. People Ask questionsto root out the truth
  20. 20. ﬔe problem is out there, not at your desk.
  21. 21. User Research ✦ Interviews ✦ Observations ✦ Surveys ✦ Card sorts ✦ Diary studies ✦ Etc.
  22. 22. Market User vs. Research ResearchWhat people like What people do
  23. 23. User Research ✦ Interviews ✦ Observations ✦ Surveys ✦ Card sorts ✦ Diary studies ✦ Etc.
  24. 24. To determine the user’s real problem:1. Find representative users2. Ask questions3. Listen closely4. Write it all down5. Paraphrase to confirm understanding
  25. 25. User Interviews Lifestyle QuestionsTell me a bit about yourself. Wheredo you live? Where are you from?What do you do?What kind of home do you live in?What do you use for transportation?Special diet?
  26. 26. User Interviews Context QuestionsHow did you become eco-conscious?How long has it been?How do you conserve? Since when?What are the obstacles in your life thatprevent you from conserving more?What is the value of being eco-conscious?
  27. 27. User Interviews Influence QuestionsWhere do you get your information onenvironmental issues/conserving?What eco-conscious or environmentalsites/blogs/publications do you read?What environmental organizations doyou belong to? Why those? How didyou hear about them?
  28. 28. User Interviews Social QuestionsWith whom do you share environmentalinfo that you find? How?Tell me about a recent conversationyou’ve had with a friend or family memberabout the environment or “going green”What do you think is preventing yourfriends or family from doing more?
  29. 29. User Interviews Familiarity QuestionsWhat do you know about carbonoffsets? Have you purchased them?Have you calculated your carbonfootprint? Where? How?
  30. 30. User Interviews Web Use QuestionsWhat other websites do you frequent?What social networking sites do you use?Why these?How oen? How many friends/followers?What do you do most oen on each site?What was the last thing you did on <site>?
  31. 31. User Interviews Tech Use QuestionsWhat kind of computer do you own?When did you buy it? Who else uses it?How do you connect to the Internet?What kind of mobile phone do youhave? When did you buy it? What doyou use it for?What other devices do you own?
  32. 32. Personas
  33. 33. Impractical advice http://www.mymothermode.com/wp-content/uploads/2010/08/diapers.jpg
  34. 34. Guilt tripshttp://cdn.babble.com/famecrawler/files/2011/05/playdate.jpg
  35. 35. One-handed browsing
  36. 36. ﬔe Real Problem✦ Impractical advice✦ Guilt trips✦ One-handed browsing
  37. 37. But I can’t talk with users... http://garryregier.net/wp-content/uploads/2011/08/chained-to-desk-computer-grey.jpg
  38. 38. Empathy Map Created by Dave Gray of XPLANE – Gamestorming pg. 65
  39. 39. Empathy Map http://www.cccc.org/blogs/john/2012/02/10/empathy-maps-a-way-to-understand-your-donors-and-beneficiaries/
  40. 40. 5 Whys Problem Why? Why? Why? Why? Why? Created by Sakichi Toyoda – Gamestorming pg. 141-143
  41. 41. Teacher5 Whys Management usage is low Why? Why? Why? Why? Why?
  42. 42. Teacher5 Whys Management usage is low Why? ﬔey aren’t logging in Why? Why? Why? Why?
  43. 43. Teacher5 Whys Management usage is low Why? ﬔey aren’t logging in ﬔey can’t remember Why? their credentials Why? Why? Why?
  44. 44. Teacher5 Whys Management usage is low Why? ﬔey aren’t logging in ﬔey can’t remember Why? their credentials ﬔey aren’t using it Why? enough Why? Why?
  45. 45. Teacher5 Whys Management usage is low Why? ﬔey aren’t logging in ﬔey can’t remember Why? their credentials ﬔey aren’t using it Why? enough It’s intimidating and Why? unclear Why?
  46. 46. Teacher5 Whys Management usage is low Why? ﬔey aren’t logging in ﬔey can’t remember Why? their credentials ﬔey aren’t using it Why? enough It’s intimidating and Why? unclear System terminology Why? doesn’t match theirs
  47. 47. Fishbone DiagramCause Cause EffectCause Cause http://pri-network.org/training/fishbone.html
  48. 48. Fishbone Diagram Cause CauseCause Cause Cause Effect CauseCause Cause Cause Cause http://pri-network.org/training/fishbone.html
  49. 49. Fishbone Diagram Low % manual adjustments http://pri-network.org/training/fishbone.html
  50. 50. Fishbone Diagram Te ac he rs ar en ’t lo ggi ng in Low % manual adjustments http://pri-network.org/training/fishbone.html
  51. 51. Fishbone Diagram Te ac he rs ar en ’t lo ggi ng in Low % manual ng adjustments ki t a n ’ t mtme en jus ar d rs al a henu ac a Te m http://pri-network.org/training/fishbone.html
  52. 52. Fishbone Diagram Te acCan’t remember credentials he rs ar en ’t Don’t have time lo ggi ng in Low % manual ng adjustments ki t a n ’ t mtme en jus ar d rs al a henu ac a Te m http://pri-network.org/training/fishbone.html
  53. 53. Fishbone Diagram Te acCan’t remember credentials he rs ar en ’t Don’t have time lo ggi ng in Low % manual ng adjustments Don’t know they should be ki t a n ’ t mtme en jus Don’t know how ar d rs al a henu ac a Te m http://pri-network.org/training/fishbone.html
  54. 54. Fishbone Diagram Te ac Can’t remember credentials heHa rs ve ar n’ en tu se ’t d Don’t have time lo it fo Li m Ta ggi ra it timed ke lo s ng wh ng to in e lab ile o Low % manual ng adjustments Don’t know they should be ki t a n ’ t mtme en jus Don’t know how ar d rs al a henu ac a Te m http://pri-network.org/training/fishbone.html
  55. 55. Fishbone Diagram Te ac Can’t remember credentials he Ha rs ve ar n’ en tu se ’t d Don’t have time lo it fo Li m Ta ggi ra it timed ke lo s ng wh ng to in e lab ile o Low % manual ng adjustments Don’t know they should be ki t a n t mtme l g ua ni n ’ an ai m tr en jus r e ad e ive Don’t know how ar d n’t re c rs al a henu id tD n’ er to ac a d b Di e m rd out r ’t i m ing e n o ha e o ur Te m n tra T fig Ca http://pri-network.org/training/fishbone.html
  56. 56. Fishbone Diagram Te ac Can’t remember credentials he Ha rs ve ar n’ en tu se ’t d Don’t have time lo it fo Li m Ta ggi ra it timed ke lo s ng wh ng to in e lab ile o Low % manual ng adjustments Don’t know they should be ki t a n t mtme l g ua ni n ’ an ai m tr en jus r e ad e ive Don’t know how ar d n’t re c rs al a henu id tD n’ er to ac a d b Di e m rd out r ’t i m ing e n o ha e o ur Te m n tra T fig Ca Setting is buried http://pri-network.org/training/fishbone.html
  57. 57. Fishbone Diagram Te ac Can’t remember credentials he Ha rs ve ar n’ en tu se ’t d Don’t have time lo it fo Li m Ta ggi ra it timed ke lo s ng wh ng to in e lab ile o Low % manual ng adjustments Don’t know they should be ki t a n t mtme l g ua ni n ’ an ai m tr en jus r e ad e ive Don’t know how ar d n’t re c rs al a henu id tD n’ er to ac a d b Di e m rd out r ’t i m ing e n o ha e o ur Te m n tra T fig Ca Setting is buried http://pri-network.org/training/fishbone.html
  58. 58. Purpose Be obsessedwith the problem, not the solution
  59. 59. Question assumptions
  60. 60. Be more ambitious http://www.slideshare.net/bokardo/metricsdriven-design-4317168
  61. 61. Cra a Problem Statement ✦ Concise ✦ Specific ✦ Measurable
  62. 62. Problem Statement Format Who needs what because why .
  63. 63. Casual environmentalists needcreative ways to conservewithout the guilt trip becausethey have constraints onadapting their lifestyle.
  64. 64. Teachers in non-salesregions need an in-depthonboarding processbecause they aren’tusing critical settings.
  65. 65. 5Ws Technique ✦ Who? ✦ What? ✦ Where? ✦ When? ✦ Why?
  66. 66. So Skills:✦ Listening✦ Empathy✦ Connection✦ Facilitation✦ Persuasion✦ Patience
  67. 67. “How can I help you be more successful?”
  68. 68. ﬔe persistenceof the problem is purpose
  69. 69. Principles of Problem Solving Process Define the problem before trying to solve it People Ask questions to root out the truth Purpose Be obsessed with the problem, not the solution
  70. 70. Life is too short to waste it solvingthe wrong problems
  71. 71. ﬔank you. Whitney Hess @whitneyhess http://whitneyhess.com whitney@whitneyhess.com
  72. 72. Further ReadingBuilding Shared Understanding of Wicked Problems http://www.cognexus.org/Rotman-interview_SharedUnderstanding.pdf You Are Solving ﬔe Wrong Problem http://www.azarask.in/blog/post/the-wrong-problem/A New Make Mantra: A Statement of Design Intent http://www.markboulton.co.uk/journal/comments/a-new-make-mantra-a-statement-of-design-intent 17 Types of Interviewing Questions http://www.portigal.com/blog/seventeen-types-of-interviewing-questions/ My Best Advice to Conducting User Interviews http://whitneyhess.com/blog/2010/07/07/my-best-advice-for-conducting-user-interviews/
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