stop! collaborate & strategize: part 3
TRANSCRIPT
STOP! COLLABORATE& STRATEGIZEPart 3: User Needs Mapping
UXPA 2017 TORONTO
Bryn Williams
USER NEEDS MAP▪ Provides confidence on direction of project/product/service▪ Aligns strategy with human behaviour▪ Highly collaborative, engages stakeholders
“ Don’t just build the thing right - build the right thing
Andy KelpCEO
My experienceUser Needs Mapping
▪ I’ve led User Needs Mapping programmes across various industries, including finance, government & enterprise software
▪ Successfully used to help teams and companies plan their roadmaps and focus on critical opportunities
▪ Stakeholders praise the value of the activity
Innovation + strategyUser Needs Mapping
By understanding users and their needs, we ...
… support grounded, strategic decision making… align understanding of users and the business … uncover opportunities and risks… provide focus on what’s important
Process: building a user needs map
Assumptive mapping
Field research
User needs mapping
Outline a user needs map based on existing knowledge & assumptions
Uncover the things that uses do and the robust needs that drive them
Build a map of user needs and perform gap analysis across products to identify risks and opportunities
1 Assumptive mapping Share knowledge & Experience
User needs maps are quick & easy to create
Provide a space to share knowledge and assumptions
Shift mindset from problem-solving solutions to understanding users
First step in shared ownership
What people do
1 Assumptive mapping Build a hypothesis
Assumptive mapping Field research User needs mapping
User needsWhat people do
1 Assumptive mapping Build a hypothesis
Themes
Assumptive mapping Field research User needs mapping
2. Field research Building confidence with data
Data about the things users do can be gathered through:
● Ethnographic research
● Diary studies
● In-depth interviews
Assumptive mapping Field research User needs mapping
2. Field Research Collaborative field work
1. Make sure the right people are involved 2. Invite a stakeholder to each research session3. Conduct debriefs after each field study session4. Identify and prioritise conclusions and solutions with stakeholders 5. Send out ‘Postcards from the Wild’6. Share ‘exposure hours’7. Give credit to stakeholders who are deeply involved/engaged in
research
Assumptive mapping Field research User needs mapping
What people do
3. User needs mapping Grounded, strategic decision-making
Assumptive mapping Field research User needs mapping
User needsWhat people do
Our product
OpportunityCompetitors
3. User needs mapping Grounded, strategic decision-making
Themes
Assumptive mapping Field research User needs mapping
User needs mappingWorkshop findings
▪ Stakeholders: Invite key stakeholders to a workshop ▪ Review the map: Walkthrough the user needs map at each group ▪ Increase company empathy: tell the stories of real people from the
research you’ve heard▪ State of nation: Review which needs are met/unmet by product today▪ Competitor analysis: review the competitor landscape▪ Create a roadmap of work: prioritise potential projects tempered with
practicalities (business goals/user needs/tech considerations/cost)
Assumptive mapping Field research User needs mapping
UXPA want to create a new mobile companion app to the 2018 UXPA Conference Create an assumptive map of the user needs associated with the UXPA conference
ActivityAssumptive Mapping
▪ Identify all the ‘things users do’ (15m)▪ Sort into clusters of ‘user needs’ (5m)▪ Name the groups of behaviours ( 5m)
25 mins
Brainstorm all the different things people do regarding the UXPA Conference, e.g. Find interesting workshops to attend
On each post it add one activity people do (verb-noun)
Activity: Assumptive Map1. List Distinguishing Behaviours
15 minutes
Group similar activities by behaviour affinity (what are they trying to achieve). It may help to think about the people who do these things.
Don't group by verb affinity, example: - find the location of the next presentation- find a workshop to attend
Activity: Assumptive Map2. Group Behaviours
5 minutes
Assign provisional labels for each group of behavioursThese should be your robust ThemesExample: Creating an agenda
Activity: Assumptive Map3. Name the groups
5 minutes
Share output
10 minutes
Each team walkthrough their Assumptive Map
Next steps...
▪ Perform field studies with target audience▪ Adapt/create a user needs map▪ Perform a gap analysis▪ Perform a competitor review▪ Review the map with stakeholders▪ Prioritise opportunities and risks to tackle▪ … Design Sprint
ResourcesUser Needs Mapping
Mental Models: Aligning Strategy with Human Behaviour by Indi Young
How to Build an Experience Map - Niall O’Connor
Mapping User Needs Best Practice - GDS
