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Cold coffee for giraffes

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This presentation was delivered at UX South Africa Cape Town in November 2016.

Getting the UX right has a hugely positive impact on product development. This presentation outlines the impact of effective UX in product development by creating an analogy about beverage production for giraffes. The objective is to highlight the role of a UX designer within a product development team. It also shows what product owners can do to take best advantage of the UX designer's skills.

Published in: Design
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Cold coffee for giraffes

  1. 1. MATTHEW WATE
  2. 2. DON’T DO SHITTY STUFF!!!!!!!
  3. 3. A GIRAFFE’S COFFEE WOULD BE COLD BY THE TIME IT REACHED THE BOTTOM OF IT’S THROAT. EVER THINK ABOUT THAT? NO. YOU ONLY THINK ABOUT YOURSELF.
  4. 4. Hold on… How can a giraffe drink coffee? Giraffes don’t even have thumbs!!! I’M FABULOUS. BITCH, PLEASE.
  5. 5. Fine coffees and juices Guys, crisis. The big boys are talking reshuffle. Giraffes are hating our coffee, it’s all over the message boards! We’re getting slaughtered on social media, Carte Blanche are doing a story. Blah blah, don’t throw out the baby with the bath water, let’s not reinvent the wheel, look for the low hanging fruits, blah blah blah blah. Get it done by Monday.
  6. 6. “We need hotter coffee”
  7. 7. WHAT ARE WE DOING HERE?
  8. 8. PO and UX – double team this thing PO Strategy, Long term vision, business numbers and analytics UX Is the user in the room, Is responsible for making sure solutions fit within ecosystem
  9. 9. It all starts with “Know” Know the challenge Know the user Know the why BRAINSTORMING
  10. 10. Know the Challenge aka - What’s the real objective? Features are not objectives Start at the underlying challenge, opportunity or need How are the users solving this problem now? Match the real world experience
  11. 11. The real opportunity Giraffes only drink once a week (less than camels)
  12. 12. The real opportunity Giraffes only drink once a week (less than camels) 45L per turn which is 180 cups per giraffe per week
  13. 13. The real opportunity Giraffes only drink once a week (less than camels) 45L per turn which is 180 cups per giraffe per week There are 80 000 in Africa
  14. 14. The real opportunity Giraffes only drink once a week (less than camels) 45L per turn which is 180 cups per giraffe per week There are 80 000 in Africa At $2 per cup market will be $28,8 million per week
  15. 15. Know the user • Facts, not anecdotes • Know the ecosystem • How do they do this now? • Why would the use our service? • What influences the decision? • What can we control? • What can’t we control? It is extremely difficult for giraffes to drink water. Because of this they spend 80% of their day eating Thorny Acacia to get moisture from the leaves. Giving them coffee will result in more personal time and the added caffeine will give them more energy to deal with the demands of this extra time
  16. 16. Know the why • Why should we do this? • Why do we care? • If you don’t know why, how will the user? • Why is this more important that the other things we need to do? Ultimately, why should we care?
  17. 17. Results of the Brainstorm ?
  18. 18. Research Number of Giraffes willing to wear mask to drink coffee 60% of all surveyed giraffes would like an alternative to acacia leaves Time spent consuming liquid Ice tea Thorny Acacia leaves $22 $20 $18 $16 $14 $12 $10 $8 $6 $4 $2 0 Average number dollars giraffes are willing to spend per day on drinks 0
  19. 19. Ideas, have them, share them, compare them
  20. 20. So, what do we think? What about Ice Tea?
  21. 21. Do some mock ups, do some testing
  22. 22. Build, test, learn
  23. 23. Iterate, iterate, iterate • Incremental change • Small changes mean small failures (which cost less) • Big bang changes could backfire in costly ways • Know the unicorn destination, get there a step at a time Innovate all the time…
  24. 24. Takeaways • Start the UX process at the same time you kick off a project • Unpack objectives, get to the heart of the issue • Workshop with everyone • Wireframe and prototype (but do the right one at the right time) • Build, test, learn • Iterate, never stop innovating

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