Understanding product uses

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short deck on understanding product uses for UX

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Understanding product uses

  1. 1. understanding product uses CRUX. Copyright © 2013-2014 Profero PLC
  2. 2. understanding product uses what? CRUX. Copyright © 2013-2014 Profero PLC
  3. 3. what is this for? what does it do? CRUX. Copyright © 2013-2014 Profero PLC
  4. 4. ok, that’s what the designer says what about the users? CRUX. Copyright © 2013-2014 Profero PLC
  5. 5. to Google! can we see how people use it? can we see what emotions it evokes? CRUX. Copyright © 2013-2014 Profero PLC
  6. 6. to Google! CRUX. Copyright © 2013-2014 Profero PLC
  7. 7. ...huh CRUX. Copyright © 2013-2014 Profero PLC
  8. 8. whoa! CRUX. Copyright © 2013-2014 Profero PLC
  9. 9. so what does this product ACTUALLY do? CRUX. Copyright © 2013-2014 Profero PLC
  10. 10. so what does this product ACTUALLY do? functionally, it -allows you to save pages to be read later - saves pages in a nice, easy to read layout CRUX. Copyright © 2013-2014 Profero PLC
  11. 11. so what does this product ACTUALLY do? emotionally, it - fulfills a need to be on top of things - a need to not lose interesting things - a need to defer decision-making and save focus - for some users the core technical function of ‘saving’ isn’t used or even required! CRUX. Copyright © 2013-2014 Profero PLC
  12. 12. so what does this product ACTUALLY do? This allows us an insight into the true function of this tool: It allows users to triage information, to reduce cognitive load, to manage attention, to defer decision-making to another time CRUX. Copyright © 2013-2014 Profero PLC
  13. 13. this approach holds true for many apps and tools attention management workflow triage (not email processing) (not content creation) answers (not search) expectation management (not trip planning) writing (not typesetting) CRUX. Copyright © 2013-2014 Profero PLC
  14. 14. so what is this good for? - Genuinely new products are very rare. Competitor research is important to understand the market and the problem a product solves. ! CRUX. Copyright © 2013-2014 Profero PLC
  15. 15. so what is this good for? - You can determine who your competitors ARE. Instapaper’s obvious competitors are Pocket and Readability, but also attention management tools such as Freedom and Isolator. CRUX. Copyright © 2013-2014 Profero PLC
  16. 16. so what is this good for? - You can do this with a product of your own to determine feature development. ‘Attention management tool’ is a different feature set to ‘article saver’. CRUX. Copyright © 2013-2014 Profero PLC
  17. 17. so what is this good for? - Bloated products like Word and Photoshop are already being undercut by simpler products that address the core need better (like IA Writer, Scrivener, Sketch and Pixelmator) CRUX. Copyright © 2013-2014 Profero PLC
  18. 18. takeaways - PEOPLE ARE NOT (ONLY) RATIONAL - products fill emotional needs as well as utilitarian functions. - PEOPLE WILL BEND PRODUCTS TO DO WHAT THEY NEED companies often buy products for business reasons that don’t always align with actual use. Idiosyncratic uses are important, pay attention. - THE STREET FINDS ITS OWN USE FOR THINGS - products may fulfill a need that you never expected. CRUX. Copyright © 2013-2014 Profero PLC

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