Agnieszka Zygmunt, Lead UX Researcher, 10Clouds In research and design activities for new products, values are still very often treated only as high-level assumptions. We are looking for functionality and innovation, but forgetting that using value as a tool can give the same products a completely different face. Based on the example of a specific product, I would like to show you how we can research and determine the values for different groups, that allows to create completely new faces of the product for new users, without any major interference in its technical of functional aspects. By taking a step back and talking about researching general “promises” of services (not only needs and problems), we will see together how values can serve us as a design tool, supporting different teams in the company (strategy, marketing, design, customer service, etc.) All the presented informations will be based on the experience of working on real products, along with showing a simple, author's method of organizing information - combining promises with values – which I'm using on a daily basic and would like to present to help others in creating new products/ working on the existing ones.

1. Lead UX Researcher at
Research Strategy
Discovery Service Design
Agnieszka
Zygmunt

2. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
UX Research
Accessibility
Usability Testing
Design audits
UX Strategy
Service Definition Content audit
Product Discovery
UX Writing
Experiments
UX Consulting
Data Analysis
Service Design
Values
User Research

3. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
UX Research
Accessibility
Usability Testing
Design audits
UX Strategy
Service Definition Content audit
Product Discovery
UX Writing
Experiments
UX Consulting
Data Analysis
Service Design
Values
User Research

4. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
User Values
Buyer values
Company Values
Creator Values
Cultural Values
Family Values
Community Values Market Values
Unique Values
Values

5. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Values Product
Features
Bugs
Backlog

6. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Let's go back to the basics

7. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Promise Fullfilling Value

8. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Promise Fullfilling Value

9. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Needs & Problems Solution Expectation
Promise Fullfilling Value

10. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Needs & Problems Solution Expectation
Promise Fullfilling Value

11. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Promises are building expectations.
Needs & Problems Solution Expectation
Promise Fullfilling Value

12. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
What values are they expecting? What are the exact expectations? What we should promise to them?
Value Expectations Promises

13. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Sometimes
you don’t need
big changes

14. Agnieszka Zygmunt | UXDX Community 2022
10Clouds

15. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Actions
Problem
Emotion
Values
Promises
Stages Motivation Looking for the solution Using the product

16. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Actions
Problem
Emotion
Values
Promises
Stages Motivation Looking for the solution Using the product

17. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Product
It’s supporting your health
It’s supporting producing
energy for you
It will make you more happy

18. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Privacy

19. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Transparency

20. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Community

21. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
But how to find
the values?

22. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Look for them in research
Emotions Expectations
Feelings

23. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
2. Establish with stakeholders
Users & their
problems
Their values &
expectations
What we want to
promise them?

24. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
3. Make a CJM or checklist
Stage 1.
Security
Having control
Transparency
Stage 2.
Support
Personalisation
Partnership

25. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
4. Choose the priority
Base Values
Unique Values

26. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Values help to design for
the expectations of
the users - not ours

27. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Stop saying you have
values, start using them

28. Agnieszka Zygmunt | UXDX Community 2022
10Clouds
Thank you!
Questions?
You can find me here
linkedin.com/in/agnieszka-zygmunt