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Designing for Unmet Needs

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[Slides and the accompanying audio posted at http://www.portigal.com/blog/designing-for-unmet-needs-my-presentation-from-warm-gun]

Don’t be surprised if Steve Portigal, author of Interviewing Users, invites himself to your family breakfast or follows hotel maintenance staff to the boiler room. For more than 15 years, he’s led hundreds of interviews that help clients understand customers and turn insights into design opportunities.

Steve knows that our success depends on letting the unmet needs of our audience shape our designs. Okay—but how do we hit a target we can’t see? How do we design for people who aren’t us? How do we solve for the complexity of those people?

Dig into the details, ditch the guesswork, and join Steve to engage deliberately with the people we’re designing for. Look at ways to acknowledge the complexity of your users. Offer solutions rooted in the connections you make with people. Get unstuck and discover opportunities for design that adds value.

Published in: Design

Designing for Unmet Needs

  1. 1. Designing for Unmet Needs Steve Portigal @steveportigal 1
  2. 2. Click to edit Master title style Customer development is talking to users Designing for Unmet Needs Portigal
  3. 3. ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyeloeple today Flickr user Presidencia de la República del Ecuador Designing for Unmet Needs Portigal
  4. 4. ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyroleposed solutions Designing for Unmet Needs Portigal
  5. 5. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Designing for Unmet Needs Portigal
  6. 6. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Ethnography! Show solutions to people to evaluate if they are desirable, usable, useful Usability Testing! Designing for Unmet Needs Portigal
  7. 7. IC tlhicinkk t oa beoduitt Mit alisktee rt htiitsle style Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Learning about people’s behaviors, beliefs, goals, etc. will help you find opportunities to innovate and reveal if you are on the right track so far. Designing for Unmet Needs Portigal
  8. 8. TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research Avoid showing your best guess at a solution and asking “Do you like this?” Create provocative examples to surface hidden desires and expectations Image from Roberto and Worth1000.com Designing for Unmet Needs Portigal
  9. 9. TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research Avoid asking “Do you like this?” Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Image from Roberto and Worth1000.com Designing for Unmet Needs Portigal
  10. 10. IC wlicoku ltdo leodviet …Master title style Designing for Unmet Needs Portigal
  11. 11. CDlriicvke tdoe ecdisiti oMnas swteitrh t iitnles isgthytle Designing for Unmet Needs Portigal
  12. 12. Click to edit Master title style What’s Stopping Us Designing for Unmet Needs Portigal
  13. 13. TChlicek r etos oeudrict eMsa csotenrv teitrlsea stitoynle 2–3 weeks 2–3 weeks 2–3 weeks Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! Screening criteria, recruiting Methodology, field guide, stimuli Analysis, synthesis, design Interviews, self-reporting, debriefs Designing for Unmet Needs Portigal
  14. 14. PCllaicnk ftoor etrdaitd Meoafsfster title style Who do you want to talk to? 1 day 1 day 2 days What do you want to do with them? Fieldwork Do something with the data! Who can you get? Co-workers, intercepts on the street Wide-eyed observation, winging it Small sample, Debrief massively parallel data gathering Designing for Unmet Needs Portigal
  15. 15. CWliec kd oton ’et dhiat vMea ussteerr sti t-leo ustry pleroduct doesn’t exist yet Designing for Unmet Needs Portigal
  16. 16. COluicrk c tuos teodmite Mrsa satreer htiatlred sttoy lgeet to Flickr user Eric Gravengaard Designing for Unmet Needs Portigal
  17. 17. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
  18. 18. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
  19. 19. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
  20. 20. Click to edit Master title style You are not your user Designing for Unmet Needs Portigal
  21. 21. YColicuk a troe endoitt Myoausrt eurs etitrlse style Designing for Unmet Needs Portigal
  22. 22. Click to edit Master title style The Takeaways Designing for Unmet Needs Portigal
  23. 23. CWlircakp ptoin e’ dUitp Master title style • Learn about people’s behaviors today not just their thoughts about your solution • Create stimuli rather than just test prototypes • You are not your users • Find participants, plan your method, do your research, and analyze the data • Who you study isn’t always who you design for • Build infrastructure for ongoing user input • There are resources for learning (but then you have to go and learn by doing) Designing for Unmet Needs Portigal
  24. 24. CWlihcok ytoo ue dleita Mrna fsrtoemr tiistl en ostty wleho you design for What is the desired relationship to the product/service/brand/activity? • Typical user • Non-user • Extreme user • Peripheral user • Expert user • Subject-matter expert • Wannabe user • Should-be user • Future user • Past user • Hater • Loyal to competitor Triangulate through multiple perspectives By creating contrast, you reveal key influencing factors that you wouldn’t otherwise see Designing for Unmet Needs Portigal
  25. 25. CRleicckru tioti negd ict rMitearsiate: rT tyitplee sotyf lueser Think about the whole system: the chooser, the influencer, the user, and anyone who is impacted by those roles Challenge assumptions about who the organization is implicitly/explicitly designing for • Is that everyone? • Do they even exist? This will surface a broader sense – even prior to research – about who is affected by the product and who is being designed for When working with a global producer of sports apparel, it took four weeks to untangle the conflicts about who we should study. Their entire culture is based on their aspirational customer: a male lettered high school athlete. The bulk of their sales come from women 28 to 35. Designing for Unmet Needs Portigal
  26. 26. Click to edit Master title style Thank you! Portigal Consulting www.portigal.com @steveportigal steve@portigal.com Designing for Unmet Needs Portigal

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