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How to Make Products People Want: The Outcome-Driven Approach To Innovation

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Most digital innovations fail because teams lose sight of what customers really want to achieve.

Outcome-Driven Innovation is a powerful way of thinking that puts your customers’ needs at the centre of every conversation.

This simple method will give you the clarity you need to focus on the right opportunities and make better design decisions.

Published in: Design
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How to Make Products People Want: The Outcome-Driven Approach To Innovation

  1. 1. How to make products people want © The App Business Jean-Francois Hector – User Experience Strategist
  2. 2. © The App Business It’s very hard to make people want to use things. 
 It’s easier to make things people want to use What outcomes are customers trying to achieve? 
 Can we make it easier? How do we get people to use our product more?
  3. 3. © The App Business What outcomes are customers trying to achieve? 
 Can we make it easier? Most product teams lose sight of this question.
  4. 4. © The App Business We focus on feature ideas and lose sight of desired outcomes.
  5. 5. © The App Business We focus on feature ideas and lose sight of desired outcomes.
  6. 6. © The App Business We focus on feature ideas and lose sight of desired outcomes.
  7. 7. © The App Business 7 Outcome Driven Innovation (aka Jobs-to-be-Done)
  8. 8. © The App Business 8 Outcome Driven Innovation is a powerful way of thinking that puts customers’ and the business’ desired outcomes and at the centre of every conversation.
  9. 9. © The App Business 2 key ideas 4 simple tips
  10. 10. © The App Business Idea 1
  11. 11. © The App Business Product 
 or feature People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  12. 12. © The App Business Desired 
 outcome
 Product or service People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  13. 13. © The App Business A nice lawn A lawn-mower People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  14. 14. © The App Business A comfortable home
 and saving money A connected 
 thermostat People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes.
  15. 15. © The App Business Wake up, warm up
 and feel pleasure A hot 
 caffeinated drink People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes. On my way to work
  16. 16. © 2015 The App Business People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes. A weather app Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  17. 17. © The App Business Idea 2
  18. 18. © The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Apple Watch Support Today screen AnimationsFavorite locations Daily snapshot Local forecast summary App customisation GPS tracking Interactive onboarding Push notifications Hourly forecasts Accessibility features Search for locations
  19. 19. © The App Business Desired outcomeContext Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Design solution?
  20. 20. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today Design solution? I’m going to be 
 across multiple locations today
  21. 21. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  22. 22. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  23. 23. © 2015 The App Business Focusing on product features makes innovation hard. 
 Focusing on the outcomes customers want to achieve 
 makes the path to successful innovation clearer. Enjoy my day 
 and stay dry I’m going to be 
 across multiple locations today
  24. 24. © 2015 The App Business
  25. 25. © The App Business Idea #1. People don’t want products or features. 
 People want outcomes, and hire products 
 to help them achieve these outcomes Idea #2. Focusing on product features makes innovation hard. 
 Focusing on what customers want to achieve 
 makes the path to successful innovation clearer
  26. 26. © The App Business Tip 1 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  27. 27. © The App Business Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What features should the product have?”
  28. 28. © The App Business Desired 
 outcome
 Product or service Context Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What features should the product have?”
  29. 29. © The App Business Desired 
 outcome
 Product or service “What outcomes are customers trying to achieve?” “What outcomes are we (the business) trying to achieve?” Context Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What features should the product have?”
  30. 30. © The App Business
  31. 31. © The App Business “What social features should the product have?” Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes Achievements Badges Free credit Ambassadors Tweet from the app Leaderboard Competitions Points Local competitions Facebook integration
  32. 32. © The App Business “What social features should the product have?” Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What outcome are we trying to achieve by adding social features?” Achievements Badges Free credit Ambassadors Tweet from the app Leaderboard Competitions Points Local competitions Facebook integration
  33. 33. © The App Business Users behave in a way that is considerate 
 of other users Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What social features should the product have?” “What outcome are we trying to achieve by adding social features?”
  34. 34. © The App Business Users behave in a way that is considerate 
 of other users Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes “What social features should the product have?” “How might we make users behave in a 
 way that is considerate of other users?”
  35. 35. © The App Business
  36. 36. © The App Business Tip 2 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  37. 37. © The App Business Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in.“How do we differentiate ourselves in the category?” ?
  38. 38. © The App Business Context Desired outcomeProblems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in.
  39. 39. © The App Business Context Problems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 1. Desired outcome 
 What do customers 
 want to achieve?
  40. 40. © The App Business Problems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 1. Desired outcome 
 What do customers 
 want to achieve? 2. Context 
 What situations 
 are they in?
  41. 41. © The App Business 2. Context 
 What situations 
 are they in? 1. Desired outcome 
 What do customers 
 want to achieve? Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 3. Problems and pain points
 What pain points and 
 obstacles get in the way?
  42. 42. © The App Business
  43. 43. © The App Business 1. Desired outcome 
 What do customers 
 want to achieve? Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 2. What situations are they in? 3. What pain points and obstacles get in the way?
  44. 44. © The App Business
  45. 45. © The App Business Problems and pain points Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 1. Desired outcome 
 What do customers 
 want to achieve? 2. Context 
 What situations 
 are they in?
  46. 46. © The App Business 2. Context 
 What situations 
 are they in? 1. Desired outcome 
 What do customers 
 want to achieve? Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. 3. Problems and pain points
 What pain points and 
 obstacles get in the way?
  47. 47. © The App Business
  48. 48. © The App Business Value Feasibility
  49. 49. © The App Business Tip 3 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  50. 50. © The App Business Tip #3. Don’t design from feature ideas.
 “What should the [XYZ] feature look like?”
  51. 51. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes “What should the [XYZ] feature look like?” “How might we make it easier to 
 achieve this outcome in this situation?” Context 
 Desired outcome 
Problems and pain points

  52. 52. © The App Business
  53. 53. © The App Business “What should the personalised dashboard do?” Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes My
  54. 54. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes Context 
 Desired outcome 
Problems and pain points

  55. 55. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes Problems and pain points
On way to 
 the station Get my train 
 without stress
  56. 56. © The App Business Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes On way to 
 the station Get my train 
 without stress “How might we make it easy for people
 to get their train without stress
 when on their way to the station?”
  57. 57. © The App Business
  58. 58. © The App Business Tip 4 Understanding needs Identifying opportunities Designing solutions Testing
 solutions
  59. 59. Tip #4. Don’t review screens out of context.
 Review how your design solution takes customers 
 from a starting situation to a desired outcome. © The App Business “This is our recommended design for the [XYZ] feature.”
  60. 60. © The App Business Step1 Step2 Step3 Step4 Starting 
 situation
 Desired 
 outcome
 Design solution Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution takes customers from starting situation to desired outcome.
  61. 61. © The App Business
  62. 62. © The App Business Step1 Step2 Step3 Step4 I’m in a rush Fuel up Design solution Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution takes customers from starting situation to desired outcome.
  63. 63. © The App Business
  64. 64. © The App Business Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution takes customers from starting situation to desired outcome.
  65. 65. 65© The App Business Let’s recap
  66. 66. © The App Business Tip #1. Don’t capture requirements as feature ideas.
 Capture requirements as desired outcomes Tip #2. Don’t focus on how to be different.
 Make it easier for customers to achieve the 
 outcomes they want, in the context they’re in. Tip #3. Don’t design from feature ideas.
 Design towards desired outcomes Tip #4. Don’t review screens out of context.
 Test how quickly and easily your design solution 
 takes customers from starting situation to desired outcome.
  67. 67. Thank You © The App Business

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