Product Anonymous - Oct 2013 - Why


Published on

Wèishéme (that’s ‘Why’ in mandarin)

Being immersed in a brand new & very different culture, ‘why’ has been floating around Jen’s brain and spurred her thinking on why ‘why?’ is the most important question we can ask.

Whether we’re talking with a customer or end user, determining which feature to build next or how to market our product, understanding the ‘why’ is needed to help us connect, make our products great & create success.

This deck is from the October 2013 Product Anonymous session.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • lived in china? visited?
    6m ago quit moved partner already been there a year
    23 million residents
  • it doesnt look like that anymore
    23 million residents
  • started class
    learned what as in what is ur name. shenme
    then where as in where are you from. nali
    then how as in how are you feeling . zenme
    we were half way thru the class n no why. i so wanted to learn how to say and use why.
  • why put 2 8ft / 2.5m trees on a bike and go into traffic
    why wouldnt u tie them down
  • why does this man have tanks strapped
    that look like they r from the 50s
    why is he n 1 buddy hanging out why are they there
  • why wt market eqiv of s melb queen vic ...could u buy raw meat sitting on csrdboard unrefridgeratwd yet some itens were so packaged.
    these indiv sushi pieces get put into another container
    and there are tons of other why questions i had... foreign women on ads, driving on sidewalk,
  • copyright unknown
    found in google img search
    but realised even if i could say why, iwouldnt be able to understand the answer as my mandarin isnt that good
    which is seriously frustrating
  • started thinking about the importance of why as a question
    here i was w several why questions each day because everything was new. everything was different. lots didnt make sense. my au usa brit way of thinking
    but i wondered how often did i ask why when i wasnt completely out of my comfort zone? how much did i and others assume?
    there is so much that we know from our bkgnd n culture that we dont think about. we just know
    how does that translate at work? at work. sure i asked why they wanted x data when a new report was requested, or tried to understand why a client requested we build something that seemed confusing and only added to their workload
    but i also spent lots of time thinking and talking about how do you do that now, what would you do next on this screen, who needs to know this, what do you think of this, how frequently does x happen...
  • after all we are supposed to know stuff. we represent the users, we have domain knowledge. we talk with clients, customers, potential users and sometimes have win/loss reports. we ask them lots of questions, we've heard it all before,
    and based on all that we need to make decisions. through our lens of experience culture research, we make product decisions all the time
    but what are we asking?
  • we have all this data
    we r getting more data every day, how do we figure out what is happening?
  • i could observe what, where,when, how but why isnt visible. why was deeper and i was dying to know why!!!
    for example... men carrying their womans handbag. you see couples holding hands or strolling thru the mall and he is carrying her handbag.
    with my western female lens i wondered if this was some sort of control mechanism. your wallet, phone, keys tied to your independence so was this a subtle way to send a message of dominance. china is a very male dominated society where sons are valued so much that baby girls were aborted or abandoned that parents arent supposed to be told the gender during ultrasounds.
    117 boys per 100 girls 2012 birthrate was 121 a few years ago
  • why dod i keep coming back to why?
    it is a values question
    helps us get to the insights of data
    their pain might not be pain workaround
  • simon sinek ted talk n book called start with why. his work is in reference to leadership
    typically we start by saying what we do, we might even talk about how we do it and our unique selling proposition but rarely do we talk about why ... why we exist, why we do x, beyond profit
    the what happens in the part of the brainbthat handles rational, analytic thought lang. neocortex. feeling, trust, loyalty is limbic where decisions n behavior is but has no lang so can be hard to express why
    why is what makes us care
    martin luther king, apple focus on the why firstmake their cause their beliefs very clear
    we need to flip it around and start w why
  • gentlemen thing to do
    way of showing your girlfriend or wife you care about them
    a courting thing that stops after marriage
    but went deeper into why
    tradionally women are seen as weak. they cant carry things. the strong man has to carry it. so is it a subtle way of reinforcing gender stereotypes? do they see it that way? not sure but its definitely not top of mind for my limited research. women i spoke with
    there is probably more to it but thats as far as i got so far
  • lead me to our tools
  • does everyone know this one?
    because i said so... resistance or u hit the end of their knowledge. keep going
    often process is the root cause
    critics say its easy to stay w the symptoms, you only get that persons knowledge which might not be right or the right person, there is no guidance on how to compose the questions
  • do you write positioning statements? i do and often at the very beginning of a project to help clarify what we are doing. sort of like the amazon write the press release in the early days
    example of one template from paul youngs blog
    i realised i dont cover why in my statements. there is who what how
    this is important bc why makes us care
  • why can be tricky to ask bc it can be cone across as accusing. why havent u called me? so be clear at he beginning as to why you are asking questions then compose your questions with compassion and empathy
  • lots of times the why communicates the value but does that get included in the user stories?
    does why get left out bc its not testable acceptance criteria by qa? does dev
    are stories written only from the solution space or should they be problem space?
  • a request on uservoice uservoice. typical as the req needs work to understand
  • hard to uncover bc ur being a pain or sound accusing
  • Product Anonymous - Oct 2013 - Why

    1. 1. weishenme weishenme why
    2. 2. 1928 The Bund
    3. 3. 2012 NASA Earth Observatory
    4. 4. 2013 Kenneth Moore Photography
    5. 5. Mandarin • WHAT • WHERE • HOW • WHY
    6. 6. WHY
    7. 7. WHY
    8. 8. WHY
    9. 9. The questions we ask • WHAT • WHERE • WHEN • HOW • WHO • WHY
    10. 10. How we question • Voice of the customer • Have heard it before • Domain Knowledge • Are we questioning enough? • Are we asking the right questions?
    11. 11. What are we asking? • Watch how they use the product • Ask what they want • Ask what they are doing with the product • Data shows us frequency, usage, etc. • Survey for their thoughts • Uservoice for their desires
    12. 12. I kept coming back to why...
    13. 13. WHY = VALUE • Explains the value & benefit • The meaning behind the behavior via habits, beliefs, rational & emotional • Gives us context • Gets under the surface • Helps us make sense of the data
    14. 14. Golden Circle • We usually start with WHAT • Start from the inside • WHY makes us care
    15. 15. Why?
    16. 16. Getting to WHY Tools
    17. 17. The 5 WHYS • To find the root cause • Don't stop with the symptoms • Usually 5 times gets you there but can be less or more • Watch for 'because I said so' & 'that's the way it is' • Use with end users or internally
    18. 18. Positioning Statements • Positioning the product in the prospect's mind • Use internally for planning, help to communicate, with marketing, development, etc. • For (user) who has (problem statement), the (product) is a (what is the product) that (does x to solve the problem) unlike (bit of competitive info) it (how the product is different) - Paul Young Product Beautiful • WHY is missing
    19. 19. Ask Questions • Even when you think you know the answer... be curious, be compassionate, have empathy • Why not? • Why do people love this? Hate this? • Why are we talking about this? • Why does that happen? • Why did you do that?
    20. 20. Agile Stories • As a (who), I want to (what) so that I can (what) / As a (user), I want to (goal) so I can (task, function) • Where is the WHY? • Are we missing the context and value? • Does that matter?
    21. 21. Agile Stories
    22. 22. The WHY and Value in Agile Stories • As an admin, I want to see the country name on tickets so I can save time. • Saving time is a great benefit but missing why they want the data, what they will do with the data, what value the data has Icon by icons-
    23. 23. The WHY and Value in Agile Stories • As an admin, I want to easily understand the geographic spread of tickets so that ????? • As an admin, I want to easily see geographic trends of ticket content so that I can make better decisions on priorities and regional issues. Icon by icons-
    24. 24. Summary • WHY uncovers values • WHY is important because it makes us care, gives us context, focuses on the problem, can influence our behaviour & make a connection • WHY is the hardest question to uncover but worth it • Don't be afraid to make a 'fool' of yourself - ask even when you think you know • Try to keep fresh eyes / beginner's mind & not
    25. 25. R e a ding s • Charles Duhigg - 'Power of Habit' • Steve Portigal - 'Interviewing Users: How to uncover compelling insights' • Bill DeRouchey-'Power of Why' on Slideshare • Simon Sinek - Golden Circle and 'Start with Why' • IDEO HCD course... October 24th Product Anonymous