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At the Core it's about Needs - uxcamphh

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Do you want to understand the needs of your users? Personas won’t cut it when it comes to products with more than a few facets, meaning that another, less one-dimensional approach is needed. We present Core Needs as a flexible framework to describe what users want, even if their needs change over time. We share our experience of implementing Core Needs throughout the company for product development and as a joint language for UX, marketing and product. We show how you can identify your users’ Core Needs, analyze them qualitatively, quantify their frequency and find approaches to implement them in your product.

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At the Core it's about Needs - uxcamphh

  1. 1. 1 “At the Core it’s about Needs.” Sebastian Bossung & Britta Ullrich UX Camp Hamburg, July 2017 UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 Quelle: Clement127 https://flic.kr/p/jzAyNF
  2. 2. 2 Britta Ullrich Team Lead User Insights “What moves our users?” Sebastian Bossung Director Product “How do you build relevant products?” UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  3. 3. Who is XING? 3 Net- working E- Recruiting Talent- manager Active Sourcing Jobbörse XING Job Ads Events Messaging Startpage Contacts Groups Compa- nies Projects News Campus Marketing Solutions •  Founded in 2003 •  11 million members in DACH •  150 mio € revenue •  960 employees •  40 product managers •  40 UX people UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  4. 4. 4 XING is not a one trick pony! UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  5. 5. UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 5 Our user's needs are complex, but Personas assume simplicity Personas Oversimplification •  Static definition •  Fixed allocation of users •  Impression of homogeneity
  6. 6. 6 Personas did not work for XING anymore People's needs change over time UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 How to deal with people that fit two personas? 30% Christian Sandra
  7. 7. 7 … changing needs! WANTED: a model that respects … … parallel needs! UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  8. 8. 8 Curious?! Enter Core Needs UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  9. 9. Core Needs vs. Personas, Jobs-to-be-done and Basic Needs 9 Basic Needs Core Needs Personas Jobs-to-be-done Experience love & friendship Stay in touch Tell me what my former fellow students are doing today UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  10. 10. Three arenas of Core Needs at XING today 10 News People Jobs UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  11. 11. 11 A typical example at XING Keep up to date Stay in touch Find the right job UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  12. 12. Qualitative research Quantitative research Implementation in products UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 12 Core Needs work all the way One consistent framework across all phases and for all involved
  13. 13. How did we arrive at Core Needs? 13 News People Jobs Qualitative research 2 hours in-depth interviews with ~50 participants •  What particular needs do participants have? •  How can they be clustered? •  What details do we know about the needs? Quantitative research Survey with XING users and non users •  How many of our users have which Core Needs? •  From which arenas are the needs? Personalization Reaction to behavior of active users •  Which arena is most relevant for each user? •  How can we personalize our products? UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  14. 14. What we got: the Core Needs map 14 People Stay in touch News Keep up to date Jobs Find the right job UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 Search to stay
  15. 15. Key structure of a Core Need: If … then … so that 15 Search to stay If, in spite of being unhappy, I want to maintain my professional status quo because it’s easy to keep things how they are, then I want to review my options, so that I am more appreciative of my current situation and ease my conscience that things are fine as they are. UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  16. 16. Each Core Needs is an aggregation of several stories our users told us 16 Search to stay UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  17. 17. Description of Core Needs 17 30| ​ Outcome and benefit ​ What do people want to achieve? ​ Outcome of the Core Need and its benefits for the person. ​ Some qualities of a good solution ​ How should it feel to use a solution for this Core Need? ​ What qualities do people expect from a good solution? ​ Typical steps ​ Typical process steps. ​ What do people do in order to satisfy this Core Need? For what period of time? ReadingAid CoreNeed Description Core Needs Handbook - confidential ​ Core Needs that often occur together Safety Development 29| Motivation behind the Core Need: If … (situation) then ... (motivation) so that ... (expected outcome). Core Need title ​ Push/pull ​ What pushes a person to seek a change and what pulls them into a specific solution? !  Pull: “It would be great if...” !  Push: “I can’t go on like this because...” ​ Habits/anxieties ​ Which habits prevent change and what anxieties lead people to shy away from solutions? !  Habits: “Usually I do...” !  Anxieties: “I fear that...” ​ Characteristics and variations ​ Variations that we found in the interviews. ​ The various characteristics a Core Need can have depending on different personal situations. ​ Triggers and contexts ​ Triggering events and their contexts. ​ When and why does the Core Need occur? ReadingAid CoreNeed Description Core Needs Handbook - confidential •  If-then-so-that •  Triggers & contexts •  Push / pull •  Habits / anxieties •  Characteristics & variations •  Core Needs that often occur together •  Typical stages •  Outcome and benefit •  Some qualities of a good solution UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  18. 18. 18 UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 How do you apply CORE NEEDS?
  19. 19. Core Needs can be applied in several ways 19 Qualitative •  Product mapping •  Focused ideation & brainstorming Quantitative •  Understand users of a particular product •  Map changing needs over time Personalization •  Reorder content based on Core Need •  Personalize onboarding experience UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  20. 20. Qualitative: Map Core Needs against your (future) feature set 20 News People Jobs N.1 - Keep up to date N.2 N.3 … P.1 – Stay in touch P.2 P.3 … J.1 - Find the right job J.2 J.3 … ✔ ✗ ✗ ✔ ✗ UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 Profile visitors New contacts Mixed recommendations ✗ ✗ ✗ ✔
  21. 21. Our product handles this Core Need (with profile visitors and new contact stories) Qualitative: Map Core Needs against your (future) feature set 21 News People Jobs N.1 - Keep up to date N.2 N.3 … P.1 – Stay in touch P.2 P.3 … J.1 - Find the right job J.2 J.3 … Profile visitors ✔ ✗ ✗ ✔ ✗ UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 New contacts Mixed recos ✗ ✗ ✗ ✔
  22. 22. We would like to handle this, but we don't Qualitative: Map Core Needs against your (future) feature set 22 News People Jobs N.1 - Keep up to date N.2 N.3 … P.1 – Stay in touch P.2 P.3 … J.1 - Find the right job J.2 J.3 … ✔ ✗ ✗ ✔ ✗ UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 ✗ ✗ ✗ ✔ Profile visitors New contacts Mixed recos
  23. 23. What does this feature contribute to the product? Qualitative: Map Core Needs against your (future) feature set 23 News People Jobs N.1 - Keep up to date N.2 N.3 … P.1 – Stay in touch P.2 P.3 … J.1 - Find the right job J.2 J.3 … ✔ ✗ ✗ ✔ ✗ UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 ✗ ✗ ✗ ✔ Profile visitors New contacts Mixed recos
  24. 24. Quantitative: understand the Core Needs of user of different product sections 24 Higher Jobs Core Needs News People Jobs UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 J.3 P.3 J.2 J.1 P.2 N.1 N.2 N.3 P.1 Platform Site section Needs you can use to connect to other parts of the platform
  25. 25. 25 Personalization: re-order content based on core need arena Users' past Personalized product Importance of Core Needs E-mail People News Job Frequency of using XING products Size of network Followed sources … Core Needs model UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  26. 26. 26 Personalization: re-order content based on core need arena Users' past Personalized product Importance of Core Needs E-mail People News Job Frequency of using XING products Size of network Followed sources … Core Needs model UX Camp Hamburg / Bossung & Ullrich / 29.07.2017
  27. 27. ü  It pays to reflect individuality and change in your needs model. ü  A consistent Core Needs model improves communication internally and towards the user. ü  Implement the actual model in your product. UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 27 What we learned
  28. 28. ü  Start by collecting “If-then-so-that” stories. Aggregate to Core Needs. ü  Do a product mapping: How well do your products deliver on the Core Needs? ü  Run a survey to find out how many users have which Core Need. UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 28 How you can apply it
  29. 29. 29 THANK YOU! UX Camp Hamburg / Bossung & Ullrich / 29.07.2017 Britta Ullrich xing.com/profile/Britta_Ullrich Sebastian Bossung xing.com/profile/Sebastian_Bossung

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