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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. http://www.experientia.com/blog/experientias-framework-for-behavioural-change-towards-sustainable-lifestyles/
  13. 22. http://www.experientia.com/blog/experientias-framework-for-behavioural-change-towards-sustainable-lifestyles/
  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>http://www.experientia.com/blog/experientias-framework-for-behavioural-change-towards-sustainable-lifestyles/
  15. 24. <ul><li>What do you “value”? Why? </li></ul>
  16. 25. Frustration
  17. 26. http://johnnyholland.org/magazine/2009/08/value/
  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. http://www.bertellibici.com/index.php
  27. 40. http://37signals.com/svn/posts/2472-opinionated-francesco-bertelli
  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. http://apogeehk.com/archives/constant-cycle-of-self-improvement/ <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. http://knowledge.wharton.upenn.edu/article.cfm?articleid=2550
  39. 54. http://knowledge.wharton.upenn.edu/article.cfm?articleid=2550
  40. 55. http://knowledge.wharton.upenn.edu/article.cfm?articleid=2550
  41. 56. 5. Leaders to get us there
  42. 57. http://shareable.net/blog/can-we-design-cities-for-happiness
  43. 58. http://shareable.net/blog/can-we-design-cities-for-happiness
  44. 59. Clear Communications Engineering Marketing Design Shared Language Shared Values
  45. 60. www.uxhongkong.com
  46. 61. Thank you friends Health, happiness, wealth 

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