Jobs theory, design thinking, and deep data: talking with your customers gives insights unobtainable in big data and surveys

1. Design Thinking, Jobs Theory, and Deep
Data: Creating User-Centered
Information Organizations
Mike Zarro
WIAD
Phila
22 Feb 2017

2. Intro
Design Thinking / Lean / Agile / etc…
Jobs Theory / Jobs to Be Done
Beauty
Finish
FIRED
2/22/17
Meet Sugar Bear

3. Design Thinking & Usability Testing
Powers of 10: modeling complex
information-seeking systems at multiple
scales
Peter Pirolli
Xerox PARC
https://www.parc.com/publication/2557/powers-
of-10.html
Where on this scale are customer
journeys, design thinking research,
and usability testing?

4. “At the end of the day your customers don’t care whether
you’re agile, lean or practice design thinking.” [1]
Design Thinking
“A method of meeting [customer] needs and desires in a technologically feasible
and strategically viable way.” - Harvard Business Review
Agile Software Development
“Customer Collaboration over contract negotiation” - Agile Manifesto
Lean UX
Based on Lean Startup, Design Thinking, and Agile
[1] http://www.jeffgothelf.com/blog/agile-vs-lean-vs-design-thinking/

5. Design Thinking Process
Design Thinking “Bootleg Bootcamp”
https://dschool.stanford.edu/resources/the-bootcamp-bootleg
Design
Deliver
Discover

6. IDEO
Case Study
Design a new
shopping cart
Excellent demo of the
design thinking process

7. I FIRED the Grocery Store

8. I HIRED Fresh Direct

9. Jobs Theory | Jobs to Be Done
“The jobs-to-be-done framework emerged as a helpful
way to look at customer motivations in business
settings. Conventional marketing techniques teach us to
frame customers by attributes—using age ranges, race,
marital status, and other categories that ultimately
create products and entire categories too focused on
what companies want to sell, rather than on what
customers actually need.”
http://www.christenseninstitute.org/key-concepts/jobs-
to-be-done/

10. JTBD Forces Diagram
Ht / Dan Orth

11. Online Grocery Forces
PROGRESS-MAKING FORCES
PROGRESS-HINDERING FORCES
NEW
BEHAVIOR
EXISTING
BEHAVIOR
Push of the situation Pull of the new idea
Allegiance to current behavior Anxiety of new situation
● Time it takes to shop
● Parking
● Not buying everything on my list, forgetting
○ “You forgot the milk?”
● Easy
● List is online, web / mobile
○ Can add items anytime
● Fast
● I know the local Whole Foods layout
● Good products
● Sales
● Impulse buys
● Trust?
○ Will the eggs be broken?
○ Will they be there on time?
● What if I’m away when they deliver?
● Strange delivery person at my door
● Cost?
● Tip?
4 4
2
1

12. Deep Data
BIG DATA + QUALITATIVE DATA = DEEP DATA
“Big Data provide can no doubt unveil important effects that escape both the
human eye and traditional methods of empirical research, that is simply the first
step in the process of creating valuable insights that derive in evidence-based
interventions. Predicting outcomes is helpful, but explaining them –
understanding their causes – is far more valuable, both from a theoretical and
practical perspective.”
Tomas Chamorro-Premuzic
http://www.forbes.com/sites/tomaspremuzic/2016/12/19/forget-big-data-what-you-need-is-deep-data/#3424e58156e4

13. Beauty in Information Architecture Practice
IA is an Art & Science - Rosenfeld & Morville
“Information architects work closely with other professionals, bringing together the
pieces of the puzzle needed to create meaningful, functional, and beautiful
information spaces.”
- Dr. Xia Lin

14. Thank You
Michael Zarro, Ph.D.
@mzarro
mikezarro.com
Information Architecture: The Design and
Integration of Information Spaces, 2nd Edition
https://www.amazon.com/Information-Architecture-Integration-
Synthesis-Retrieval/dp/1627059768/
Re-Hired
2/22/17
@ 8PM