understand and prioritize user needs: a marriage of ux and market research
DESCRIPTION
One of the key challenges of product development is the ability to identify and prioritize specific areas of improvements and innovation. In this talk we describe how we applied a new approach to understand and prioritize users’ needs and motivations in order to drive innovation. This approach used field study interview research, synthesized in a mental model, and combined it with a business strategy methodology called Jobs-To-Be-Done. This allowed us to prioritize the jobs that users are trying to accomplish, and we were able to use this information to guide innovation efforts for our products. These techniques will give practitioners the tools they need to prioritize user needs and influence decision-making. Authors: Ryan Kasper, @Dr_RyanKasper Jennifer Padilla, @rinzen75 Elizabeth Thapliyal, @ethapliyalTRANSCRIPT
UNDERSTAND & PRIORITIZE USER NEEDS
Ryan Kasper, @Dr_RyanKasper Jennifer Padilla, @rinzen75
Elizabeth Thapliyal, @ethapliyal
A marriage of UX and market research
@Dr_RyanKasper @rinzen75 @ethapliyal!
Concepts
Concept Neptune ! Concept Mars! Concept Jupiter!
@Dr_RyanKasper @rinzen75 @ethapliyal!
1. Understand user needs 2. Prioritize the user needs 3. Apply needs in decision-making
@Dr_RyanKasper @rinzen75 @ethapliyal!
UX APPROACH TO UNDERSTAND USER NEEDS
1
@Dr_RyanKasper @rinzen75 @ethapliyal!
Indi Young @Dr_RyanKasper @rinzen75 @ethapliyal!
Mental model visually displays the full picture of your users’ behaviors
@Dr_RyanKasper @rinzen75 @ethapliyal!
@Dr_RyanKasper @rinzen75 @ethapliyal!
• Story….
@Dr_RyanKasper @rinzen75 @ethapliyal!
Find photos on computer
Upload photos to edit
online
Find photos uploaded
from phone
Search photo library on
mobile phone
Get photos from social or cloud service
Find photos on the go
Look in organized file
structure
Dig through unorganized
photos
File Transfer Search
Mobile App
Find Photos!Goal Space Tower
Tasks
How product supports the towers Product gap
@Dr_RyanKasper @rinzen75 @ethapliyal!
Product gaps
@Dr_RyanKasper @rinzen75 @ethapliyal!
MARKET RESEARCH APPROACH TO PRIORITIZE CUSTOMER NEEDS
2
@Dr_RyanKasper @rinzen75 @ethapliyal!
Clayton Christensen ! Tony Ulwick!@Dr_RyanKasper @rinzen75 @ethapliyal!
Job To Be Done�What people are trying to do
Desired Outcome How they measure success of that job
@Dr_RyanKasper @rinzen75 @ethapliyal!
Job To Be Done “Entertain myself during the morning commute”�
�
Desired Outcome “Minimize boredom while driving”
@Dr_RyanKasper @rinzen75 @ethapliyal!
SATISFACTION
IMP
OR
TAN
CE
HIGH LOW
HIG
H LO
W
Biggest Opportunities! Ideal
@Dr_RyanKasper @rinzen75 @ethapliyal!
1. Conduct customer interviews 2. Capture desired outcomes 3. Organize the outcomes 4. Rate importance and satisfaction 5. Create prioritized list
Job To Be Done Process
@Dr_RyanKasper @rinzen75 @ethapliyal!
1. Conduct customer interviews 2. Capture desired outcomes 3. Organize the outcomes 4. Rate importance and satisfaction 5. Create prioritized list
Job To Be Done Process
Leverage site visits
@Dr_RyanKasper @rinzen75 @ethapliyal!
1. Conduct customer interviews 2. Capture desired outcomes 3. Organize the outcomes 4. Rate importance and satisfaction 5. Create prioritized list
Job To Be Done Process
Leverage site visits
Convert Mental Model
@Dr_RyanKasper @rinzen75 @ethapliyal!
Time Energy Effort etc…
Desired Outcome structure: Direction of improvement + Unit of measure + Action
Minimize my effort to find photos on my computer
Increase my access to personal photos when I am away from my computer
2. Creating desired outcomes Convert Mental Model
Increase Decrease Maximize Minimize
Look in organized file
structure
Dig through unorganized
photos
Find photos on computer
Search photo library on
mobile phone
Get photos from social or cloud service
Find photos on the go
@Dr_RyanKasper @rinzen75 @ethapliyal!
1. Conduct customer interviews 2. Capture desired outcomes 3. Organize the outcomes 4. Rate importance and satisfaction 5. Create prioritized list
Map to Mental Model
Job To Be Done Process
Leverage site visits
Convert Mental Model
@Dr_RyanKasper @rinzen75 @ethapliyal!
Find%Photos%
Take%New%Photos% Edit%Photos%
3. Organize the outcomes Map outcomes to Mental Model
Look in organized file
structure
Dig through unorganized
photos
Find photos on computer
Search photo library on
mobile phone
Get photos from social or cloud service
Find photos on the go
Increase my access to personal
photos when away from my
computer!
Minimize my effort to find
photos on my computer!
Find photos on computer
Find photos that are
shared online
Ask others to send photos Use cell phone
to take photos
Use cell phone to take
photos
Edit photo on cell phone
Edit photo on cell phone
Upload photos to edit online
Upload photos to edit
online
Increase my access to
others’ photos of me!
Minimize the time it takes to capture a photo!
Minimize my effort to make edits to my photo!
@Dr_RyanKasper @rinzen75 @ethapliyal!
1. Conduct customer interviews 2. Capture desired outcomes 3. Organize the outcomes 4. Rate importance and satisfaction 5. Create prioritized list
Map to Mental Model
Job To Be Done Process
Leverage site visits
Convert Mental Model
Create user survey and analyze
@Dr_RyanKasper @rinzen75 @ethapliyal!
4: Rate importance/satisfaction
Minimize my effort to find photos on my computer
1 2 3 4 5 6 7 8 9 10 Very low Very high
A. How important is this to you? B. How well is this currently being satisfied?
Create user survey and analyze
@Dr_RyanKasper @rinzen75 @ethapliyal!
4: Analysis
Opportunity Score: Combines importance and satisfaction
SATISFACTION
IMP
OR
TAN
CE
LOW
HIG
H LO
W
HIGH
@Dr_RyanKasper @rinzen75 @ethapliyal!
Create user survey and analyze
1. Conduct customer interviews 2. Capture desired outcomes 3. Organize the outcomes 4. Rate importance and satisfaction 5. Create prioritized list
Map to Mental Model
Job To Be Done Process
Leverage site visits
Convert Mental Model
@Dr_RyanKasper @rinzen75 @ethapliyal!
5: Prioritized List Desired Outcomes Opportunity Score
1. Increase my access to others’ photos online 15
2. Minimize my effort to make edits to my photo 11.2
3. Minimize my effort to find photos on my computer 10
4. Increase my access to personal photos when away from my computer 9.6
5. Minimize the time it takes to capture a photo 9.2
@Dr_RyanKasper @rinzen75 @ethapliyal!
APPLY RESULTS TO DECISION-MAKING
3
Clear direction! @Dr_RyanKasper @rinzen75 @ethapliyal!
Prioritize gaps!
@Dr_RyanKasper @rinzen75 @ethapliyal!
Find Photos Edit Photos Take New Photos
Edit photo on cell phone
Edit photo on cell phone
Upload photos to edit
online
Upload photos to edit online
Ask others to send photos
Find photos that are
shared online
Get photos from others
Use cell phone to take
photos
Use cell phone to take photos
File Transfer Mobile App Search
Auto-sync
1 2 3 4 5
Increase my access to
others’ photos of me!
Increase my access to personal
photos when away from my
computer!
Minimize the time it takes to capture a photo!
Minimize my effort to find
photos on my computer!
Minimize my effort to make edits to my photo!
Look in organized file
structure
Dig through unorganized
photos
Find photos on computer
Search photo library on
mobile phone
Get photos from social or cloud service
Find photos on the go
@Dr_RyanKasper @rinzen75 @ethapliyal!
Decide on Concepts
Concept Neptune ! Concept Mars! Concept Jupiter!
@Dr_RyanKasper @rinzen75 @ethapliyal!
Find Photos Edit Photos Take New Photos
Edit photo on cell phone
Edit photo on cell phone
Upload photos to edit
online
Upload photos to edit online
Ask others to send photos
Find photos that are
shared online
Get photos from others
Use cell phone to take
photos
Use cell phone to take photos
File Transfer Mobile App Search
Auto-sync
1 2 3 4 5
Increase my access to
others’ photos of me!
Increase my access to personal
photos when away from my
computer!
Minimize the time it takes to capture a photo!
Minimize my effort to find
photos on my computer!
Minimize my effort to make edits to my photo!
Concept Mars!
Concept Jupiter!
Concept Neptune!
Look in organized file
structure
Dig through unorganized
photos
Find photos on computer
Search photo library on
mobile phone
Get photos from social or cloud service
Find photos on the go
@Dr_RyanKasper @rinzen75 @ethapliyal!
@Dr_RyanKasper @rinzen75 @ethapliyal!
@Dr_RyanKasper @rinzen75 @ethapliyal!
SPARK FOR INNOVATION
@Dr_RyanKasper @rinzen75 @ethapliyal!
Capture a quick photo !
Find photos on my computer!
Access others photos of me!
Access my photos when away!
Make edits to my photo !
HELP HURT
Heuristic
@Dr_RyanKasper @rinzen75 @ethapliyal!
“It’s great to have this data to help make informed decisions. I’m looking forward to incorporating it more and more.”
- Product Team Lead
@Dr_RyanKasper @rinzen75 @ethapliyal!
Mental Model gives us a detailed map Jobs-To-Be-Done is our guide
@Dr_RyanKasper @rinzen75 @ethapliyal!
Give it a try!
Ryan Kasper, @Dr_RyanKasper Jen Padilla, @rinzen75 Elizabeth Thapliyal, @ethapliyal