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Design Thinking, Jobs Theory, and Deep Data: Creating User-Centered Information Organizations


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Jobs theory, design thinking, and deep data: talking with your customers gives insights unobtainable in big data and surveys

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Design Thinking, Jobs Theory, and Deep Data: Creating User-Centered Information Organizations

  1. 1. Design Thinking, Jobs Theory, and Deep Data: Creating User-Centered Information Organizations Mike Zarro WIAD Phila 22 Feb 2017
  2. 2. Intro Design Thinking / Lean / Agile / etc… Jobs Theory / Jobs to Be Done Beauty Finish FIRED 2/22/17 Meet Sugar Bear
  3. 3. Design Thinking & Usability Testing Powers of 10: modeling complex information-seeking systems at multiple scales Peter Pirolli Xerox PARC of-10.html Where on this scale are customer journeys, design thinking research, and usability testing?
  4. 4. “At the end of the day your customers don’t care whether you’re agile, lean or practice design thinking.” [1] Design Thinking “A method of meeting [customer] needs and desires in a technologically feasible and strategically viable way.” - Harvard Business Review Agile Software Development “Customer Collaboration over contract negotiation” - Agile Manifesto Lean UX Based on Lean Startup, Design Thinking, and Agile [1]
  5. 5. Design Thinking Process Design Thinking “Bootleg Bootcamp” Design Deliver Discover
  6. 6. IDEO Case Study Design a new shopping cart Excellent demo of the design thinking process
  7. 7. I FIRED the Grocery Store
  8. 8. I HIRED Fresh Direct
  9. 9. Jobs Theory | Jobs to Be Done “The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. Conventional marketing techniques teach us to frame customers by attributes—using age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually need.” to-be-done/
  10. 10. JTBD Forces Diagram Ht / Dan Orth
  11. 11. Online Grocery Forces PROGRESS-MAKING FORCES PROGRESS-HINDERING FORCES NEW BEHAVIOR EXISTING BEHAVIOR Push of the situation Pull of the new idea Allegiance to current behavior Anxiety of new situation ● Time it takes to shop ● Parking ● Not buying everything on my list, forgetting ○ “You forgot the milk?” ● Easy ● List is online, web / mobile ○ Can add items anytime ● Fast ● I know the local Whole Foods layout ● Good products ● Sales ● Impulse buys ● Trust? ○ Will the eggs be broken? ○ Will they be there on time? ● What if I’m away when they deliver? ● Strange delivery person at my door ● Cost? ● Tip? 4 4 2 1
  12. 12. Deep Data BIG DATA + QUALITATIVE DATA = DEEP DATA “Big Data provide can no doubt unveil important effects that escape both the human eye and traditional methods of empirical research, that is simply the first step in the process of creating valuable insights that derive in evidence-based interventions. Predicting outcomes is helpful, but explaining them – understanding their causes – is far more valuable, both from a theoretical and practical perspective.” Tomas Chamorro-Premuzic
  13. 13. Beauty in Information Architecture Practice IA is an Art & Science - Rosenfeld & Morville “Information architects work closely with other professionals, bringing together the pieces of the puzzle needed to create meaningful, functional, and beautiful information spaces.” - Dr. Xia Lin
  14. 14. Thank You Michael Zarro, Ph.D. @mzarro Information Architecture: The Design and Integration of Information Spaces, 2nd Edition Synthesis-Retrieval/dp/1627059768/ Re-Hired 2/22/17 @ 8PM