3 Rapid Design Activities to a Customer-Centered Product Roadmap
When developing new product concepts, customer input is often overlooked or brought in later in the process. This leads to early concept generation based on assumption rather than real customer need and can lengthen the overall product development process. In this presentation we discuss three design activities, Formative Design Research, concept development using Design Studio, and Concept Value Testing. These activities can be used to bring the customer voice into the process from the beginning, rapidly create and iterate concepts based on customer-centered requirements, and validate concepts at the earliest point possible, mitigating risks and decreasing development costs. Using a recent project with Optimal Workshop as an example, this presentation discusses how these tools can be used in conjunction to rapidly create new products. It discusses the goals and techniques of Formative Design Research to understand user behaviors and needs. It talks about bringing Design Studio exercises to your entire team, allowing for cross-functional expertise and rapid iteration to shape the best possible concepts. Then wraps up with an overview of Concept Value Testing, using the Kano Model, that lets you validate or iterate your concept as fast as possible. This presentation was given February 5th, 2016 in San Francisco
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3 Rapid Design Activities to a Customer-Centered Product Roadmap
- 1. 3RapidDesignActivities toaCustomer-Centered ProductRoadmap Bennett King @skunkwurx © 2016 Konrad+King
- 3. DISCOVER CREATE EVALUATE + + © 2016 Konrad+King
- 4. DISCOVER CREATE EVALUATE FORMATIVE RESEARCH DESIGN STUDIO CONCEPTVALUE TEST + + © 2016 Konrad+King
- 6. FORMATIVE RESEARCH What do our customers need? © 2016 Konrad+King
- 7. WHATITISNOT: Statistically significant. Authoritative. Self-fulfilling. Formal. WHATITIS: All about discovery & insight. Focussed on objectives. Less-formal process. More Cost effective. Small-scale. Directional. Contextual. Ethical. © 2016 Konrad+King
- 9. Provide Input to Optimal’s Product Roadmap What Qualitative Research Tools are Researchers Missing? Where are the pain points in the research process? Discover Continuous Customer Engagement Opportunities What tools, data and processes do researchers return to as part of their process? Outline How Research Data Can Be Used Across Projects How and when do researchers use data as part of the design process? How is data collected, stored, and analyzed? OBJECTIVES © 2016 Konrad+King
- 11. IN-PERSONPARTICIPANTS Katie Principal XD Researcher, Enterprise & Consumer Software Crystal Design Research Consultant, Medical and Consumer Products Jill Senior Design Researcher, Consumer Electronics REMOTEPARTICIPANTS Karl Lead Design Researcher, Developer Tools Tim Sr. Design Researcher, Industrial Automation & Manufacturing Lynne User Experience Analyst, Web & Mobile Products PARTICIPANTDIVERSITY © 2016 Konrad+King
- 15. - define project recruit explore analyze share in-person remote design research screen recruit confirm schedule interview interview activity activity collect data collect data + plan collect data analysis activities findings preparation workshops final preso AGGREGATEDJOURNEYMAP © 2016 Konrad+King
- 23. RAPIDCONCEPTSW/ DESIGNSTUDIO How do we meet our customers’ needs? © 2016 Konrad+King
- 24. WHATITISNOT: A final solution or concept. A tool only for designers. A time to set limitations. WHATITIS: Rapid idea-generating activity. Multidisciplinary collaboration. Time-boxed multiple rounds. Sketch-based ideation. Scoped vs. blue-sky. Iterative in nature. Divergent. Convergent. Statistically relevant © 2016 Konrad+King
- 25. DESIGNSTUDIOMETHOD CREATE CONVERGE CRITIQUE © 2016 Konrad+King
- 29. PROVIDEAPROBLEM Design Studio problem statements are generated from your research findings. Example: Researchers struggled to cross-reference, maintain, organize and find research data across subsequent projects or over time. BRINGINTHEAEIOUCATEGORIES • ACTIVITY: What is the customer doing? • ENVIRONMENT: Where, when and with whom? • INTERACTION: How are they using products? • OBJECT: What technology are they using? • USER: Who is the customer? SCOPETHEACTIVITY © 2016 Konrad+King
- 38. CONCEPTVALUE TEST Will this improve the customer experience of our product? © 2016 Konrad+King
- 39. WHATITISNOT: Asking what the customer likes. The last research you do. A holistic product rating. A usability test. WHATITIS: Customer satisfaction rating. Multi-faceted measurement. Research with numbers. Directional but not final. A prioritization activity. Highlighting potential. A refinement activity. Remote or in-person. © 2016 Konrad+King
- 42. Features or concepts that both satisfies the customer and help them achieve their goals. Feature or concept is a “must have” to meet customer expectations. Features that are exciting or unique, and can directly relate to initial satisfaction worth the product. Features or concepts that are neither good nor bad. Not product differentiators. Features or concepts that lead to dissatisfaction or poor user experience. 5KANOCATEGORIES PERFORMING MUSTHAVE ATTRACTIVE INDIFFERENT DISSATISFYING
- 44. HOWTOKANO.
- 45. How do you feel if the concept is included? Like it to be included Expect it to be included Don’t Care Can live with it being included Dislike it if it were included How do you feel if the concept is NOT included? Like it not to be included Expect it not to be included Don’t Care Can live with it not being included Dislike it if it were not included KANOQUESTIONARE
- 46. I I I S A I I I S A I I I S A M M M Q P S S S S Q LIKE IT EXPECT IT DON’T CARE LIVE WITH DISLIKE LIKE IT EXPECT IT DON’T CARE LIVE WITH DISLIKE NEGATIVE | FEATURE ABSENT POSITIVE|FEATUREPRESENT KANOCHART Q=Questionable S=Subpar I=Indifferent A=Attractive M=Must Have P=Performing © 2016 Konrad+King
- 49. Research Research ResearchDS CVT DS CVT DS CVT Week One Week Two DESIGN SPRINT © 2016 Konrad+King