A brief history of cupholders - UXDEV 2018
•Download as PPTX, PDF•
0 likes•295 views
A guide to understanding what it takes to build meaningful experiences today. Looking to the past we can learn how to use Jobs to be done (JTBD) to evaluate and prioritize user needs so can focus on the needs that will provide the most impact for the user and business. We can learn how the Kano model can help us understand what solutions mean to the user.
Recommended
More Related Content
Similar to A brief history of cupholders - UXDEV 2018
Similar to A brief history of cupholders - UXDEV 2018 (7)
More from Mike Donahue
More from Mike Donahue (11)
Recently uploaded
Recently uploaded (20)
A brief history of cupholders - UXDEV 2018
- 1. A BRIEF HISTORY OF CUP HOLDERS From discovering unmet needs to creating meaningful experiences. Mike Donahue Sr. UXArchitect, Citrix @mdonahue37
- 2. Innovation of value is the new critical differentiator for business, not innovation of solution. Roberto Verganti Author – Overcrowded: Designing meaningful products in a world awash with ideas
- 4. Transform the meaning of travel accommodations
- 5. Transform the meaning of travel accommodations
- 6. and Transform the meaning of on-demand transportation
- 7. Transform the meaning of on-demand transportation and
- 8. Transform the meaning of candles
- 9. Transform the meaning of candles
- 10. Transform the meaning of a hospital visit
- 11. Transform the meaning of a hospital visit
- 12. Features don’t disrupt industries unless they disrupt meaning. Roberto Verganti Author – Overcrowded: Designing meaningful products in a world awash with ideas
- 13. a pragmatic definition of meaningful1 a way to validate and prioritize end-user needs a way to evaluate what a solution means to the end-user 2 3
- 14. significant in purpose or value from the observers perspective meaningful 1
- 15. A time machine for every generation
- 16. A time machine for every generation
- 17. 1908 1928 1948 1968195819381918 The Model T begins production First drive-thru diner Early cup holder patents Drive-thru and take-out dining is everywhere Cadillac Eldorado
- 22. 1978 1988 20181998 2008 Dodge Caravan Selling almost half a million Caravan’s a year crannies for drinking cups, an unnecessary future frill Liebeck v. McDonald’s
- 23. Inside out thinking Outside in thinking
- 25. You can’t be customer- centric if you can’t agree on what a need is. Tony Ulwick Author – Jobs to be Done
- 26. a metric that a customer uses to measure success when getting a job done need 2
- 27. JTBD question pair When {job step}, how important is it to you that you are able to: Outcome statement When using {solution}, how satisfied are you with your ability to: Not at all important Somewhat important Important Very important Extremely important Not at all satisfied Somewhat satisfied Satisfied Very satisfied Extremely satisfied Outcome statement Outcome statement Outcome statement
- 28. JTBD question pair When you’re driving with one or more beverages, how important is it to you you are able to: Minimize the likelihood that your beverage is knocked over while driving When using a door mounted cup holder, how satisfied are you with your ability to: Not at all important Somewhat important Important Very important Extremely important Not at all satisfied Somewhat satisfied Satisfied Very satisfied Extremely satisfied Minimize the likelihood that a passengers beverage is knocked over while driving Minimize the likelihood that unattended beverages are knocked over while driving Minimize the likelihood that a beverages container’s size or shape is a problem
- 29. JTBD Opportunity Score Opportunity score = importance + max (importance – satisfaction, 0) Minimize the likelihood that your beverage is knocked over while driving
- 30. JTBD Opportunity Landscape Minimize the likelihood that your beverage is knocked over while driving Opportunity score = importance + max (importance – satisfaction, 0)
- 31. CUSTOMER STRATEGY/ CUSTOMER JOB TO BEDONE WHICH JOBSIN THECUSTOMERSLIFE ISSHEHIRING THEPRODUCTFOR? JOBSTATEMENT VERB WHATISTHECUSTOMERTRYING TO DO OBJECT TO WHATOBJECTISTHECUSTOMER TRYING TO DO THEVERB CONTEXT IF THECONTEXTISA CLARIFIERORMODIFIER - TIME - LIKELIHOOD - FREQUENCY - AMOUNT - RISK - NUMBER - OTHER FUNCTIONAL GOAL - MINIMIZE - INCREASE - OTHER DIRECTION OF IMPROVEMENT UNITOF MEASURE/ CUSTOMER VALUE - EMOTIONAL GOAL - MINIMIZE - INCREASE - OTHER DIRECTION OF IMPROVEMENT UNITOF MEASURE/ CUSTOMER VALUE - SOCIAL GOAL - MINIMIZE - INCREASE - OTHER DIRECTION OF IMPROVEMENT UNITOF MEASURE/ CUSTOMER VALUE PRIORITY PRIORITY PRIORITY HELGE TENNØ JOKULL 180360720.NO |JOKULL.IO transport Beverage in a cup While driving Minimize the chance of spilling Increase sense of safety Minimize the chance of public embarrassment
- 32. a way of regarding, understanding, or interpreting something; a mental impression perception 3
- 33. The Kano model for evaluating features/solutions Must-be features Performance features Attractive features Indifferent features Reverse features Satisfaction Functionality
- 34. Kano evaluation table Built-in cup holders in the vehicle I like it I expect it I don’t care I can tolerate it I dislike it I like it I expect it I don’t care I can tolerate I dislike it I like it Q A A A P I expect it R Q I I M I don’t care R I I I M I can tolerate R I I Q M I dislike it R R R R Q Functional Functional question How do you feel if you have {feature}? Dysfunctional question How do you feel if you DON’T have {feature}? Dysfunctional I like it I expect it I don’t care I can tolerate it I dislike it M = Must-be P = Performance A = Attractive I = Indifferent R = Reverse Q = Questionable
- 35. Kano evaluation table Built-in cup holders in the vehicle I like it I expect it I don’t care I can tolerate it I dislike it I like it I expect it I don’t care I can tolerate I dislike it I like it Q A A A P I expect it R Q I I M I don’t care R I I I M I can tolerate R I I Q M I dislike it R R R R Q Functional Functional question How do you feel if you have {feature}? Dysfunctional question How do you feel if you DON’T have {feature}? Dysfunctional I like it I expect it I don’t care I can tolerate it I dislike it M = Must-be P = Performance A = Attractive I = Indifferent R = Reverse Q = Questionable
- 36. Kano evaluation table Built-in cup holders in the vehicle I like it I expect it I don’t care I can tolerate it I dislike it I like it I expect it I don’t care I can tolerate I dislike it I like it Q A A A P I expect it R Q I I M I don’t care R I I I M I can tolerate R I I Q M I dislike it R R R R Q Functional Functional question How do you feel if you have {feature}? Dysfunctional question How do you feel if you DON’T have {feature}? Dysfunctional I like it I expect it I don’t care I can tolerate it I dislike it M = Must-be P = Performance A = Attractive I = Indifferent R = Reverse Q = Questionable
- 37. Kano evaluation table Built-in cup holders in the vehicle I like it I expect it I don’t care I can tolerate it I dislike it I like it I expect it I don’t care I can tolerate I dislike it I like it Q A A A P I expect it R Q I I M I don’t care R I I I M I can tolerate R I I Q M I dislike it R R R R Q Functional Functional question How do you feel if you have {feature}? Dysfunctional question How do you feel if you DON’T have {feature}? Dysfunctional I like it I expect it I don’t care I can tolerate it I dislike it M = Must-be P = Performance A = Attractive I = Indifferent R = Reverse Q = Questionable
- 43. Kano evaluation table Built-in cup holders in the vehicle I like it I expect it I don’t care I can tolerate it I dislike it I like it I expect it I don’t care I can tolerate I dislike it I like it Q A A A P I expect it R Q I I M I don’t care R I I I M I can tolerate R I I Q M I dislike it R R R R Q Functional Functional question How do you feel if you have {feature}? Dysfunctional question How do you feel if you DON’T have {feature}? Dysfunctional I like it I expect it I don’t care I can tolerate it I dislike it M = Must-be P = Performance A = Attractive I = Indifferent R = Reverse Q = Questionable
- 44. Kano evaluation table A built-in cup holder in the vehicle I like it I expect it I don’t care I can tolerate it I dislike it I like it I expect it I don’t care I can tolerate I dislike it I like it Q A A A P I expect it R Q I I M I don’t care R I I I M I can tolerate R I I Q M I dislike it R R R R Q Functional Functional question How do you feel if you have {feature}? Dysfunctional question How do you feel if you DON’T have {feature}? Dysfunctional I like it I expect it I don’t care I can tolerate it I dislike it M = Must-be P = Performance A = Attractive I = Indifferent R = Reverse Q = Questionable
- 45. JTBD + Kano = Meaningful Useful, Usable, Meaningful needs solutions
- 46. Focus on meaning and decisions become obvious. Yours truly
- 47. Thank you Mike Donahue Sr. UXArchitect, Citrix @mdonahue37
- 48. Resources for further study • Free PDF version of Jobs to be done book: https://jobs-to-be-done-book.com/ • Brand new JTBD Canvas: https://jobs-to-be-done.com/the-jobs-to-be-done-canvas-f3f784ad6270 • Job Statement Canvas: https://www.linkedin.com/pulse/jobs-done-job-statement-canvas-helge-tenn%C3%B8/?trk=hp-feed- article-title-comment • Guide to the Kano Model: https://foldingburritos.com/kano-model/
Editor's Notes
- This, or something like it, has been the mantra of UX for years. It’s not enough today. This is just enough to meet user expectations. This is just enough to keep you in the game. This is just enough to remain a viable commodity. To compete on price and features. It’s not enough you want to disrupt industries and markets. It’s not enough if you want to create customer loyalty. It’s not enough if you want to create products people will love. We can do better if we change this mantra.
- Transformed from impersonal to personal
- Transformed from impersonal to personal changed the guest host dynamic
- Transformed it from being on their terms to on your terms
- Transformed it from being on their terms to on your terms changed the passenger driver dynamic
- Transformed from a source of light to a source of sensory enhancement. Jarden bought them for $1.8 billion in 2013
- Transformed from a source of light to a source of sensory enhancement. Jarden bought them for $1.8 billion in 2013
- Transformed from a procedure to an adventure This a great example of useful, usable, and desirable
- Transformed from a procedure to an adventure
- The first drive-through restaurant was created in 1947 by Sheldon "Red" Chaney, operator of Red's Giant Hamburg in Springfield, Missouri. (http://www.wisegeek.org/when-was-the-first-drive-thru-restaurant-created.htm) According to Free Patents Online there are at least 14369 known patents for automobile cup holders starting as early as 1949
- Liebeck v. McDonald’s: Stella Liebeck, a 79-year-old woman, sued McDonald's for damages after spilling 180-degree coffee on her lap in a stationary car. She got third-degree burns from the spill, and was awarded $2.7 million (reduced to $640,000 on appeal) by the jury. it was also a strong argument for industry-wide adoption of the cup holder—if the car she'd been sitting in, her grandson's Ford Probe, had had even one single cup holder, the whole ordeal might have been avoided.
- It doesn't matter where the need comes from, it's what you do next.
- https://www.wsj.com/articles/subarus-plan-to-woo-americans-a-roomy-suv-with-19-cup-holders-1515061801
- Avoid bias Look at segmenting response