The document discusses how to build products that users truly want rather than just what they say they want. It recommends observing users rather than just asking them questions. Rapid prototyping should be used to quickly iterate designs and get user feedback to fail fast and learn what users really need. Compromising on design to satisfy what users say they want leads to mediocre products, so the goal should be to imagine how users will actually use a product, not just how they describe it.

1. HOW TO BUILD WHAT
USERS
REALLY, REALLY WANT,
NOT WHAT THEY TOLD US THEY WANT

2. “CLEAR-MIND”

3. INTRANETS & WEB APPS

5. How
users
describe
it…

6. How we
designed
it…

7. How it has
been
marketed
…

8. What the
users
really
needed
…

15. Malcolm Gladwell’s book ‘BLINK’

20. You can't just ask customers
what they want
and then try to give that to them
#stevejobs

24. Solution:
COMPROMISE ?

25. COMPROMISE = MEDIOCRE PRODUCT

29. There’s a huge difference between
IMAGINING USING
SOMETHING
and
ACTUALLY USING IT.

36. Solution:
RAPID PROTOTYPING

40. REMOTE
CONFERENCING
RAPID PROTOTYPING

45. 1. DON’T JUST LISTEN, OBSERVE
!
2 . USE RAPID PROTOTYPING TO
SHORTEN ITERATIVE PROCESS
3. FAIL FAST, LEARN QUICK

46. THANK YOU
michaelchristian.co.uk
@michaelchri