SlideShare a Scribd company logo
3RapidDesignActivities
toaCustomer-Centered
ProductRoadmap
Bennett King
@skunkwurx
© 2016 Konrad+King
WEDESIGN
HIGH-CALIBER
PRODUCT
EXPERIENCES
THATPEOPLE
DIG.
sup?
© 2016 Konrad+King
DISCOVER CREATE EVALUATE
+ +
© 2016 Konrad+King
DISCOVER CREATE EVALUATE
FORMATIVE

RESEARCH
DESIGN

STUDIO
CONCEPTVALUE

TEST
+ +
© 2016 Konrad+King
RESEARCHINGTHE
RESEARCHER
© 2016 Konrad+King
FORMATIVE
RESEARCH
What do our customers
need?
© 2016 Konrad+King
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
STARTW/CLEAROBJECTIVES.
© 2016 Konrad+King
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
STRIVEFORPARTICIPANTDIVERSITY.
© 2016 Konrad+King
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
GETPARTICIPANTSTODOTHEWORKFORYOU.
© 2016 Konrad+King
USER-DEFINED
JOURNEY
USER-DEFINED
JOURNEY
© 2016 Konrad+King
-
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
USETHE2MOSTPOWERFULTOOLSINRESEARCH.
© 2016 Konrad+King
WHY?
© 2016 Konrad+King
SHOW

ME.© 2016 Konrad+King
ANALYZE&SYNTHESIZEASYOUGO.
© 2016 Konrad+King
ACTIVITY
ENVIRONMENT
INTERACTION
OBJECT
USER
CREATE
CATEGORIES
© 2016 Konrad+King
3 Rapid Design Activities to a Customer-Centered Product Roadmap
3 Rapid Design Activities to a Customer-Centered Product Roadmap
RAPIDCONCEPTSW/
DESIGNSTUDIO
How do we meet our
customers’ needs?
© 2016 Konrad+King
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
DESIGNSTUDIOMETHOD
CREATE CONVERGE CRITIQUE
© 2016 Konrad+King
Design
Studio
INTIALIDEAS
© 2016 Konrad+King
TEAMCONCEPTS
© 2016 Konrad+King
PREDEFINETHEACTIVITY.
© 2016 Konrad+King
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
STEP1.DIVERGENTCREATION.
© 2016 Konrad+King
INDIVIDUAL
IDEATION
5MIN
© 2016 Konrad+King
SHARE&
IMPROVE
5MIN
© 2016 Konrad+King
STEP2.CONVERGENTCREATION.
© 2016 Konrad+King
TEAM
IDEATION
10MIN
© 2016 Konrad+King
SHARE&
IMPROVE
15MIN
© 2016 Konrad+King
STEP3.COLLABORATIVECRITIQUE.
© 2016 Konrad+King
CRTIQUE&

SOLVE
5MINEACH
© 2016 Konrad+King
CONCEPTVALUE
TEST
Will this improve the
customer experience of our
product?
© 2016 Konrad+King
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
CONCEPTEVALUATIONWITHKANO.
© 2016 Konrad+King
THEKANO
MODEL
Professor
Noriaki Kano
HelloMyNameIs
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
KANOMODEL
Must
Have
Attractive
FUNCTIONALITY
Perform
ing
SATISFACTION
Dissatisfying
Indifferent
HOWTOKANO.
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
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
CVTEARLY
&OFTEN
© 2016 Konrad+King
ALLTOGETHER

NOW
© 2016 Konrad+King
Research Research ResearchDS CVT DS CVT DS CVT
Week One Week Two
DESIGN SPRINT
© 2016 Konrad+King
Bennett King
Managing Partner
Konrad+King
ben@konradking.com
@skunkwurx
konradking.com
THANK
YOU!
© 2016 Konrad+King

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