The M3 technique helps stakeholders think from the user's perspective before defining product features. It involves stakeholders brainstorming the missions, mindframes, and methods of target users. Missions are the goals users want to accomplish. Mindframes provide context around the mental states and attitudes driving user goals. Methods are ways to help users achieve their missions. By discussing these three areas, stakeholders reach consensus on priority user needs to inform product strategy, rather than starting with predefined features. The technique surfaces insights and ensures user needs are central to the vision, helping stakeholders avoid a "features first" mentality.

1. UX TECHNIQUE: MISSIONS, MINDFRAMES AND METHODS
Working with Stakeholders to Anticipate User Needs Before Defining Features
Kate A. Williamson
Centerline Digital
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

2. UX TECHNIQUE: MISSIONS, MINDFRAMES AND METHODS (M3)
Missions, Methods and Mindframes (M3 for short) is a simple activity I’ve used during client
visioning sessions to help stakeholders step back and shift their mindframes to that of the target
audience. It doesn’t replace user research; it’s simply meant to help you, as a facilitator, help
stakeholders remember that underlying user needs should be informing everything we create.
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

3. THE ISSUE: STAKEHOLDERS OFTEN THINK “FEATURES FIRST”
A “Features First” mentality means trying to define what an asset will look, feel and act like
before taking the time to consider: 1) what goals the organization is trying to achieve, and
2) what problem we’re trying to solve for the customer. It happens when stakeholders are
excited about creating something or just on a tight deadline to get something done.
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

4. SOLUTION: SHOW THEM HOW TO THINK “PEOPLE FIRST”
Visioning sessions often involve a room full of stakeholders with differing perspectives and
agendas, each with their own idea about how to solve the problem at hand. The M3 activity
helps them take a step back to think “People First” and come to consensus on prioritized
customer needs before jumping into the deep end of defining the solution.
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

5. HOW: WORK WITH STAKEHOLDERS TO DEFINE THE THREE M’S
MISSIONS:
(middle) Missions are the high-level goals your target
audience wants to accomplish or the tasks they need to be
able to complete. Missions go in the middle of your
diagram and represent the backbone of your future design.
!
MINDFRAMES:
(top) Mindframes are the mental states, beliefs and
attitudes driving user goals. These add context to missions
and help stakeholders “think like the user.” Like the
missions, they should be written in first-person.
!
METHODS:
(bottom) Methods are the ways in which we can help users
accomplish their missions. These might include ways to
deliver information, forums for delivery or types of
information the user needs.
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

6. HOW TO BEGIN: START WITH THIS BLANK DIAGRAM
MINDFRAMES
MISSIONS
METHODS
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

7. NOW: IMAGINE A SCENARIO
As shown in the earlier
pictures, I usually just draw
this diagram on a giant
sticky sheets, stick them to
the wall, and arm
stakeholders with small
sticky notes to write down
and contribute their ideas
by sticking them in the
relevant columns on the
chart.
MINDFRAMES
MISSIONS
!
For illustration’s sake in the
next few slides, let’s
consider our client to be a
company that curates
recipes on a membership
platform. (Think: Epicurious
or Allrecipes.)
METHODS
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

8. STEP 1: COLLECTIVELY DEFINE USER GOALS
MINDFRAMES
MISSIONS
METHODS
© 2013
I need a go-to
list of recipes.
I need to know my
family will like it.
I want to show off
meals I create.
I want to save
money.
Step 1: Work with stakeholders in a
group discussion to define missions.
This ensures that everyone begins the
activity from a place of consensus.
M3: Missions, Mindframes and Methods
@kateawilliamson

9. STEP 2: BRAINSTORM MINDFRAMES BEHIND THE MISSIONS
I’m too tired to
think by the time I
get home.
MINDFRAMES
I don’t trust
recipes without
reviews.
I’m not a great
cook.
I’m busy.
I don’t want to cook
something bad for a
guest and be
embarrassed.
MISSIONS
METHODS
© 2013
I like to take pics
of my meals.
I need a go-to
list of recipes.
I need to know
they’ll like it.
I’m used to sharing
on Instagram/
FaceBook.
I want to show off
meals I create.
Food is getting
expensive!
My friends always
want to go out to
eat.
I want to save
money.
Step 2: Continue group-brainstorming
mindframes for each mission. Let
stakeholders write and stick anything that
comes to mind during the discussion.
M3: Missions, Mindframes and Methods
@kateawilliamson

10. STEP 3: FILL IN THE METHODS
I’m too tired to
think by the time I
get home.
MINDFRAMES
I don’t trust
recipes without
reviews.
I like to take pics
of my meals.
Step 3: Have stakeholders rapid list
I’m not a great
methods for each mission on the bottom
cook.
I’m busy.
I’m used
part of the chart. Finally, walk through to sharing
on
I as want to cook
the filled-in chartdon’t a group, letting Instagram/
the
FaceBook.
something bad for a
content guide new discussion.
Food is getting
expensive!
My friends always
want to go out to
eat.
guest and be
embarrassed.
MISSIONS
I need a go-to
list of recipes.
I need to know
they’ll like it.
Reviews with
ability to attach
photos.
METHODS
© 2013
Filter recipes by
prep/cook time
Rating system
where the people
you cook for rate
the meal instead of
you rating the meal
I want to show off
meals I create.
Social platform
integration
I want to save
money.
Real-time average
cost of meal based
on ingredient list
Pinterest-style
section linked to
member profile to
showcase dishes
M3: Missions, Mindframes and Methods
@kateawilliamson

11. WHY: WHAT YOU ACCOMPLISH WITH M3
M3 helps you get insights stuck in individual heads out into the world where you can use
them. Additionally, as a group activity it helps stakeholders reach consensus about the
problem at hand while demonstrating to them that user needs should be the backbone of
our strategy...a message that will hopefully stick with them until their next initiative!
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson

12. Connect here for more:
@kateawilliamson
@centerline
!
!
centerline.net
!
© 2013
M3: Missions, Mindframes and Methods
@kateawilliamson