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ProductCamp Vancouver 2011 Creating a Customer-Centered Product Vision Using customer data and group brainstorming        ...
InContext DesignDevelopers of Contextual Design   A repeatable end-to-end design process   Used to develop business syst...
Let’s pretend…We work for Good Groceries Corp.  Provides products and services to support grocery store operations.Manage...
Brain priming—Walk the customer dataSilently read the affinity   Ask yourself: if this is what’s going on, what should we...
Vision a coherent solution                         A group storytelling process                              Multiple vis...
Visioning: work redesign stepsIdentify                               Business Issues   Issues and hot ideas              ...
Contextual DesignRequirements & Solutions                              Contextual Inquiry      Talk to specific customers ...
Thank you!      Dave Flotree      dave.flotree@incontextdesign.com      www.incontextdesign.com
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Flotree customer centered vision

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Flotree customer centered vision

  1. 1. ProductCamp Vancouver 2011 Creating a Customer-Centered Product Vision Using customer data and group brainstorming Dave Flotree Program Manager dave.flotree@incontextdesign.com www.incontextdesign.com 206-546-3833 Copyright © 2011 InContext Enterprises Inc. All rights reserved.
  2. 2. InContext DesignDevelopers of Contextual Design  A repeatable end-to-end design process  Used to develop business systems, products web-based applications, consumer goods…  Used and taught in universities and companies all over the world  Supporting any methodology: RUP, Agile, Corporate …Principals  Karen Holtzblatt, co-founder and CEO • Recognized worldwide as an expert on user-centered design  Hugh Beyer, co-founder and CTO • The technology backbone to all our designs and processesInContext  Founded – 1992  >20 professionals  Offices in Boston and Chicago
  3. 3. Let’s pretend…We work for Good Groceries Corp.  Provides products and services to support grocery store operations.Management wants to create new offerings  Focused on helping grocery shoppers to have a better shopping experience  Are there new ways to use current technology to improve shopping?We’ve gathered customer data, it’s on the wall  We interviewed shoppers as they created shopping lists and went to the store  We created an affinity diagram to organize shopper’s issues, acts as the VOC  The affinity is organized in a readable hierarchy • Yellow = Individual notes from interview interpretation • Blue = Issues or work distinctions • Pink = Common themes • Green = Areas of concern  (In real life there would be other models, and a complete affinity)
  4. 4. Brain priming—Walk the customer dataSilently read the affinity  Ask yourself: if this is what’s going on, what should we do?Think of broad, systemic ideas to address shopper needs  Focus on big ideas, don’t dwell on one-offs • Use slogans or metaphors if you like (“put all the information the shopper needs in the palm of their hand”)  Write ideas on Post-Its and stick on wallAffinity hints  Start anywhere  Read the hierarchy like a story outline (green->pink->blue)  Don’t worry about the yellow notes unless you need clarification
  5. 5. Vision a coherent solution A group storytelling process  Multiple visions explore possibilities • And flesh out cases and issues identified by the data  Evaluate afterwards to free creativity • “Just because you think it you don’t have to build it” Make the story real  Who am I? What am I doing?  Weave technology into the story  Synthesize it as you tell the story  Let the story drive technology together  Let the story suggest new business process
  6. 6. Visioning: work redesign stepsIdentify Business Issues  Issues and hot ideas Hot Issues Technology Ideas & ToolsVision Vision  Brainstorm multiple hot ideas for the new work ž ž ž practiceEvaluate  Pluses and minuses + – + – + –  Fix minuses with design ideas Consolidate žConsolidate ž ž  One coherent vision for the new work practice
  7. 7. Contextual DesignRequirements & Solutions Contextual Inquiry Talk to specific customers in the field What matters to Interpret the data as a team to capture key issues users – Interpretation Session characterizing what they do Work Models and Consolidate data across customers for a full market view Affinity Diagramming New ideas and Visioning Redesign people’s work with new technology ideas directionDefine & Validate Concepts Storyboarding Work out the details of particular tasks and roles Redesign activities and technology to User Environment provide value Design system to support this new work Design Paper Mock-Up Mock up the interface using interaction patterns for testing Interviews Iterate the system with Interaction & Visual users Design and test the final look and user experience Design
  8. 8. Thank you! Dave Flotree dave.flotree@incontextdesign.com www.incontextdesign.com

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