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Mind Reading - Seeing Needs Users Don't Articulate

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Leslie Feinzaig, Microosft, slides from 3/10/2012 SXSW Interactive session Mind Reading: Seeing Needs Users Don't Articulate

Leslie Feinzaig, Microosft, slides from 3/10/2012 SXSW Interactive session Mind Reading: Seeing Needs Users Don't Articulate

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Mind Reading - Seeing Needs Users Don't Articulate

  1. 1. Mind Reading Seeing Needs Users Don’t Articulate Leslie Feinzaig, Microsoft
  2. 2. “If I’d asked people what they wanted, they would have said a faster horse.” - Henry Ford
  3. 3. Holiday beverages through February! More sugar-free syrups! Buy one get one half-off hot AND cold beverages!
  4. 4. More = better! Quality Time
  5. 5. More = better? Number of blades 1960 1980 2000 2020
  6. 6. “It’s hard to design products by focus groups. People don’t know what they want until you show it to them.” - Steve Jobs
  7. 7. “Great innovations come from understanding the consumer's unmet needs and desires. Regardless of the market, innovation must be consumer- led. That is not the same thing as consumer-decided.” - AG Lafley
  8. 8. Why we do what we do The actual behaviors we engage in to address our needs; including processes (how Activities I do it) as well as solutions (what I use). Pain points can be observed from the usefulness of how one activity fills one need. The more specific need states that arise out of our high level aspirations. Needs drive market Needs behavior. They are not observable, but can be surmised from observable behavior and questioning the reasons behind that behavior, Aspirations Aspirations are what drives us forward, deep at the core of our being. They are powerful marketing tools, but often too high-level to be really actionable.
  9. 9. Ethnography… “Ethnography is a qualitative research method aimed to learn and understand cultural phenomena which reflect the knowledge and system of meanings guiding the life of a cultural group.“ – Wikipedia More simply: Observe, interpret, and apply
  10. 10. Ethnography… in 3 easy steps 1. Sample 2. Fieldwork 3. Analysis
  11. 11. 1. Sample
  12. 12. 2. Fieldwork
  13. 13. 3. Analysis
  14. 14. Exercise • Pair up • Choose a researcher and a participant • Participant: take out your phone, and use it for five minutes in any way you like • Researcher: observe, ask questions if you want • Both: debrief. Did you uncover any needs?
  15. 15. A real-life example 100+ Observed 60+ Extracted User 26 Consolidated Behaviors Needs User Needs
  16. 16. Sample need: Escape circumstances What it means Users will find themselves in boring, precarious, uncomfortable, or otherwise non-ideal situations and find themselves needing relief, even if for only a moment. It could be a mental break from a stressful situation, or simply watching a video while traveling on an uneventful bus ride. Newton of Sao Paulo Extreme User profile Newton of Sao Paulo works online all day. He also has his iPad with him wherever he goes. When he has a few minutes alone, just before a meeting starts, he’ll play Angry Birds. It helps him to kill some time and also helps him to not obsess too much about work, as he can be a workaholic. Solution Set Pain Points • PC and console gaming • Facebook • In Sao Paulo only, cost of mobile data plans makes • Simples games on PC, phone or • Twitter it difficult for most to have on-the-go Tablet entertainment • Email • Sites reflecting personal interest, such • Search engines • Lack of connectivity on the go, e.g. in the subway as sports, manga or fashion • Netflix and other movie sites • Online shopping sites • YouTube
  17. 17. “Be in the know” Manage my Manage my Be Be Be on top identity mood connected productive of things Manage Define Be in the Manage Take Don’t miss my Escape Anticipate myself moment time action out reputation Clear Play Make best Tap into my Start the day Be unique Try things on Decompress morning Save for later with together decision community cobwebs confidence Be successful Expand my Sign off at Maintain Get things Do things Feel Maintain or Anticipate in my perspective end of day connections done correctly informed adjust issues profession Know more Get inspired momentum Reconnect than you do with my Let curiosity tribe have free reign Rally people Escape circumstance Cultivate connections Treat myself
  18. 18. User needs quantified Pain Points • Which needs cluster together? • What proportion of users have each need? How frequently do they have it? • How important is each need to Importance users? • How satisfied are users with their ability to meet each need using online solutions? • How well do you and your competitors align with each of these needs? Bubble size = Frequency Bubble shade = Fit with product
  19. 19. In closing • You don’t need to be an expert • (You do need to be observant) • (You may also need to be someone people feel comfortable around) • Keep your eyes open always • Be aware of your own biases • There are no right answers • Don’t rat hole • Have fun!
  20. 20. Some resources: Thank you • http://www.ideo.com/work/human- centered-design-toolkit/ © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

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