This topic explores the following using a fun story as an analogy. - The difference between needs and wants and how it helps to understand that in coming up with better products or outcomes during product/business meetings. - Using UX skills to not just make great products for companies but to use it make our personal and professional life better.

1. Anna Wants Chocolate
Rohit Maddipudi
Balancing user needs vs. wants in both professional and personal life

2. Needs vs. Wants
Want - have a desire to possess or do (something); wish for.
Need - require (something) because it is essential or very important rather than just desirable.

3. Why this topic
$800 per month - housing, food, clothing, and travel
Forced to differentiate my ‘needs’ from ‘wants’
“Needs” and “Wants” often used interchangeably in many business conversations
Those conversations can lead to product failures
User Research techniques gave me tools to learn the same about users

4. A little bit about you

5. Your first car as a student

6. Little Anna wants Chocolate
Starring
Little Anna
Clever Mom

7. Little Anna loves chocolate

8. Clever Mom – “But she needs to eat fruits to be healthy”

9. Clever Mom – “How can I get her to like fruits?”
Chocolates (wants) Fruits (needs)
• Satisfying taste (Feels Good)
• Easy to eat (straight outta box)
• Higher Calories
• Acquired taste, not always sweet
• Doesn’t always come in a box
• Has fiber, vitamins and less calories

10. Clever Mom – “How can I get her to like fruits?”

11. Clever Mom – “How about combining both”
• Of course it’s chocolate (but also fruit)
• Win-Win
• Fun to eat
• Has fiber, vitamins and still less calories
• Cultivates positive association towards fruit
• Anna now likes fruits

12. How can you create a win-win solution
Goal and strategy
User and context
User research – Contextual Enquiry, User Interviews, ethnographic studies (observations)
Collaborative design work with internal teams
User Testing and iterate
Launch and iterate again

13. Every team comes with different perspectives
Marketing and Sales – They know the perceived value
Support – They know what issues users face with the products.
Product Management and development – They know the business side of product and technical
feasibilities to create it.
User Experience(UX) Design – They can learn user behavior in their context and use that to design useful,
usable, and satisfying products.

14. Products that failed

15. Google Glass
Looks weird
Safety and privacy concerns
No clear needs met
Wrong target users

16. Apple Park – Glass walls
Employees started bumping into
glass walls the first day.
Attention focused on mobile devices
Unreliable peripheral vision

17. Products that worked

18. Regular MRI machine
Unappealing – negative emotions
Scary for kids
Had to be used

19. MRI machine reimagined by Doug Dietz
Positive emotions
An adventure for kids
Love to get it done
“Can we come back here
tomorrow” – a little girl to her
mother

20. Prescription delivery
Unsorted pills
Need to remember
Hard to open containers
Difficult to read labels

21. Pill Pack – Simplified prescription delivery

22. Balancing user needs vs. wants – at home
Users – you, spouse, partner, children, friends
Understand needs – Ethnographic approach, contextual enquiry
Understand wants – just talk to them (user interviews – open ended questions – Why, What,
How)
Act – observe - iterate

23. Thank You
All attendees
Reach me on LinkedIn: Rohit Maddipudi

24. References
https://sloanreview.mit.edu/article/why-great-new-products-fail/
https://www.nngroup.com/articles/definition-user-experience/
https://challenges.openideo.com/challenge/creative-confidence/inspiration/the-story-of-doug-dietz-creative-confidence-in-the-mri-suite
https://www.simplypsychology.org/maslow.html
https://www.nerdwallet.com/blog/finance/financial-needs-versus-wants/
https://www.theverge.com/2018/2/16/17020246/apple-park-headquarters-employees-injury-glass-doors-design
https://www.business2community.com/tech-gadgets/5-reasons-google-glass-miserable-failure-01462398
Books
The design of everyday things – Donald A. Norman
Creative Confidence – Tom and David Kelley
Emotional Design – Donald A. Norman
Thinking Fast and Slow – Daniel Kahneman
An introduction to Human Factors Engineering – Christopher D. Wickens (Author), John D. Lee (Author), Yili Liu (Author), Sallie Gordon-Becker (Author)
100 things every designer needs to know about people – Susan. M. Weinscheck
The Power of Habit – Charles Duhigg
Smarter Faster Better – Charles Duhigg
https://www.theverge.com/circuitbreaker/2018/2/28/17062030/iphone-x-clones-android-mwc-2018
Photo Courtesy
https://ymoyl.wordpress.com/2010/07/28/turning-sin-into-satisfaction-vickis-pleasure-principle/girl-eating-chocolate/
http://foroprotocolomurcia.com/2017/09/fran-escandell-presentara-en-el-foro-de-protocolo-y-eventos-las-aplicaciones-de-las-gafas-inteligentes-en-los-eventos/
https://www.slashgear.com/apple-got-a-painful-reminder-that-design-and-safety-arent-friends-16519847/
https://inside.akronchildrens.org/2014/01/06/a-new-mri-for-kids-in-the-mahoning-valley/
http://gestaltdesign.com/pillpackbrochure/