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The value of asking why


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For a number of years key global themes have emerged in UX:

* UX Professionals are not feeling valued enough to be included in the upfront strategic product planning to help drive product success. A feeling sometimes described as ‘not invited’
* The term UX is not always well understood organizationally or in the market place.
* It’s hard to sell the ‘value of what we do’ with some people feeling forced to use reactionary methods to sell UX.
* Limited time and opportunities, or a perceived lack of time to plan for UX ‘up front in product development’ can result in products that have no value when they reach the market place.
* Why are product teams still jumping too quickly into development without allocating the necessary resources to question value?

This presentation will:

* Guide people towards assessing, understanding and discovering value in order to make valuable stuff in the world.
* Zero in sharply on the on the ‘analysis’ or ‘up front piece’ of product development i.e. at the strategy stage, when products are being planned.
* Look at how to implement ‘value questions’ as part of product planning, so it will provide practical tips along the way.

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The value of asking why

  1. 1. The Value of Asking Why [email_address]
  2. 2. Thank you friends Interaction Design Usability Innovation User Experience
  3. 3. Life is a journey
  4. 4. Change
  5. 5. Choices
  6. 6. Travel in Singapore
  7. 7. A reminder … Enjoy the moment … Get up an stretch !
  8. 9. <ul><li>Assumptions </li></ul><ul><li>Smart </li></ul><ul><li>Want to improve </li></ul><ul><li>Think about the world we live in </li></ul><ul><li>You care </li></ul>
  9. 10. Lots of ways to think about value
  10. 11. cost ownership health respect family property gain wealth happiness
  11. 12. Want 1 simple way to understand value ?
  12. 21.
  13. 22.
  14. 23. <ul><li>“If we can provide a context in which we can link personal satisfaction and self-actualisation with a lower rate of consumption, and a more sustainable lifestyle, then we can create a society in which wealth means not having more, but living better.” </li></ul>
  15. 24. <ul><li>What do you “value”? Why? </li></ul>
  16. 25. Frustration
  17. 26.
  18. 27. Value of asking why <ul><li>Ask: </li></ul><ul><li>What does this product do ? </li></ul><ul><li>What do you love about the product? (would you buy it?) </li></ul><ul><li>What does the product team love about the product? (passionate?) </li></ul><ul><li>Could you sell the product? (if asked to) </li></ul>
  19. 28. When a product becomes indistinguishable from others like it and consumers buy on price alone …
  20. 29. Commoditization
  21. 32. Perception
  22. 33. How do you differentiate?
  23. 34. Dimensions of “value”
  24. 35. Dimensions of “value” <ul><li>Price </li></ul><ul><li>Features </li></ul><ul><li>The making of stuff (craft, care, love, materials, supply chain) </li></ul><ul><li>Lifetime (time) </li></ul><ul><li>Relationship (with me … not just about taking my money) </li></ul><ul><li>Community & concern (helps more than just the individual) </li></ul>
  25. 36. Getting to “value” & “meaning”
  26. 39.
  27. 40.
  28. 41. How?
  29. 42. Small teams & rehearsal
  30. 44. Faster to experiment
  31. 46. <ul><li>Changes over time </li></ul><ul><li>Circumstance & life experiences </li></ul><ul><li>Age </li></ul><ul><li>Social influences (culture, friends, family) </li></ul>How we think about “value”
  32. 47. What does it mean to be valued?
  33. 48. To be “valued” <ul><li>Self </li></ul><ul><li>Products we make </li></ul><ul><li>Places we work </li></ul><ul><li>Communities we live in </li></ul><ul><li>Leaders to get us there </li></ul>
  34. 49. 1. Self
  35. 50. <ul><li>Read </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Contribute to your community </li></ul><ul><li>Lead </li></ul>
  36. 51. 3. Places we work
  37. 52. National Culture Organizational Culture Professional Culture Formal Processes Informal Processes Cultures overlap. Training Regional Culture Organizational Sub-cultures Organizational Sub-cultures
  38. 53.
  39. 54.
  40. 55.
  41. 56. 5. Leaders to get us there
  42. 57.
  43. 58.
  44. 59. Clear Communications Engineering Marketing Design Shared Language Shared Values
  45. 60.
  46. 61. Thank you friends Health, happiness, wealth 