What We Can Learn From Gordon Ramsay To Design Better Products JAY HEAL User Experience Design Consultant
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What We Can Learn From Gordon Ramsay To Design Better ProductsJAY HEAL User Experience Design Consultant
2004
• Observe
• Research
• Find the problems
• Redesign
• Test
Gordon’s formula for success:
40%
remained open after 1 year after filming
5%
industry average of restaurants survive after 1 year
• Observe
• Research
• Find the problems
• Redesign
• Test
Gordon’s formula for success:
Classic Design Process
STEP 1: Observe
TV’s one season wonders
My So Called Life
ABC - 1994
Undeclared
Fox - 2001
Studio 60 on the Sunset Strip
NBC - 2006
65%RENEWAL FAILURE RATE
Map 33 million worldwide users:
• Content viewed
• Content completed
• Common pause / stop points
• Common points content stopped and
never resumed
DavidFincher
The Social Network
Kevin Spacey
Chance of series renewal
70%
STEP 2: Research
Design is problem-solving.
Design without insights are just assumptions.
Assumptions are risks.
1998
• 3 Swedes set up an e-commerce startup in Carnaby Street, London
• $130 million raised in investment (inc. JP Morgan and Benetton family)
• 400 staff employed in 8 offices (London, Munich, New York and Paris)
• Fortune Magazine named it “one Europe’s coolest companies”
• 18 months on development before finally launching
• No research plan - didn't know if they were meeting a real user need
• Vision: the Amazon of sports and fashion retail
Hypothesis statementsWe believe that by [changing/removing/adding this feature]
For [these users]
Will [achieve this user goal]
We will know we're right/wrong when we see [this measurable]
Hypothesis statements - in practice
Talk to Boo, your personal assistant avatar
Latest trends
Search
View by category
Fake door experiment
STEP 3: Find The Problems
Examples of bad design thinking
The Five Whys - solving root problems
80%
Sedation rates for children who use the GE MRI scanner
0.01%
Sedation rates for children who use the GE MRI scanner
STEP 4: Redesign
• Menu redesign
• Restaurant decor
• Kitchen refit
• Changes in staff roles
Use the app or website
Order food
Find takeaway
User journey of food orderingHungry order
Order food
User journey of food ordering
Use the app or website
Time the order to arrive when
wife arrives
Phone call after work to discuss
options
Find takeaway Food arrives
Son off to bed for 8pm
Family order
Meal that everyone likesReal threat Real decision maker
STEP 5: Test
Thank YouJay Heal JUST EAT - CONTRACTOR
www.jayheal.co.uk
@jaymichaelheal
Questions?Jay Heal JUST EAT - CONTRACTOR
www.jayheal.co.uk
@jaymichaelheal
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