How to understand and prioritize user needs: A marriage of UX research and business strategy methods (Elizabeth Thapliyal, Jen Padilla, Ryan Kasper)

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!


1. Understand user needs 2. Prioritize the user needs 3. Apply needs in decision-making


UX APPROACH TO UNDERSTAND USER NEEDS

1


Indi Young @Dr_RyanKasper @rinzen75 @ethapliyal!

Mental model visually displays the full picture of your users’ behaviors



•  Story….


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


Product gaps


MARKET RESEARCH APPROACH TO PRIORITIZE CUSTOMER NEEDS

2


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


Job To Be Done “Entertain myself during the morning commute”�

�

Desired Outcome “Minimize boredom while driving”


SATISFACTION

IMP

OR

TAN

CE

HIGH LOW

HIG

H LO

W

Biggest Opportunities! Ideal


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


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


structure


photos



mobile phone





Map to Mental Model





Find%Photos%

Take%New%Photos% Edit%Photos%

3. Organize the outcomes Map outcomes to Mental Model


structure


photos



mobile phone



Increase my access to personal

photos when away from my

computer!

Minimize my effort to find

photos on my 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


Upload photos to edit online


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!



Map to Mental Model




Create user survey and analyze


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?



4: Analysis

Opportunity Score: Combines importance and satisfaction

SATISFACTION

IMP

OR

TAN

CE

LOW

HIG

H LO

W

HIGH




Map to Mental Model





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


APPLY RESULTS TO DECISION-MAKING

3

Clear direction! @Dr_RyanKasper @rinzen75 @ethapliyal!

Prioritize gaps!


Find Photos Edit Photos Take New Photos




online


Ask others to send photos


shared online

Get photos from others


photos

Use cell phone to take photos

File Transfer Mobile App Search

Auto-sync

1 2 3 4 5





computer!






structure


photos



mobile phone




Decide on Concepts

Concept Neptune ! Concept Mars! Concept Jupiter!


Find Photos Edit Photos Take New Photos




online


Ask others to send photos


shared online

Get photos from others


photos

Use cell phone to take photos

File Transfer Mobile App Search

Auto-sync

1 2 3 4 5





computer!





Concept Mars!

Concept Jupiter!

Concept Neptune!


structure


photos



mobile phone






SPARK FOR INNOVATION


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


“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


Mental Model gives us a detailed map Jobs-To-Be-Done is our guide


Give it a try!

Ryan Kasper, @Dr_RyanKasper Jen Padilla, @rinzen75 Elizabeth Thapliyal, @ethapliyal

How to understand and prioritize user needs: A marriage of UX research and business strategy methods (Elizabeth Thapliyal, Jen Padilla, Ryan Kasper)

Design