Customer Insight Driven Design
- 1. Customer Insight-Driven Design Welcome
- 2. Whatâs today about? Doing Customer Insight- Driven Design. Seeing what we can learn.
- 3. What are the steps? image: Stanford d.school
- 4. Todayâs Design Challenge Z-Cycle wants to know: âHow might we use mobile tools to support our customersâ biking experience?â
- 5. Go immerse Donât judge. Just observe. Question everything. Be truly curious. Listen. Really. words: Stanford d.school
- 6. Interview someone from another group Donât judge. Listen. Question everything. Be truly curious. words: Stanford d.school
- 7. Map out your findings
- 9. Prototype, rapidly and test. Donât guess. Prototype & test.
- 10. Getting better feedback Tell your tester who they are and what they are doing. Donât explain. Donât defend. Just listen. Ask âwhy?â For interface feedback, âshow meâ not âwhat do you think?â
- 11. Todayâs Bonus Design Challenge Z-Cycle wants to know: âHow might we we bring greater joy to Boulder using the Z-Cycle network?â
- 12. Bringing it into your own work. Could you incorporate more immersion & user empathy ideation rapid prototyping feedback and iteration into your own work?
- 13. Concerns ⢠convey the value of prototyping earlier ⢠product manager who doesnât get the importance of user insight ⢠how to get out of tactical & up to strategy level / time ⢠how does the research piece function w/in agencies, corporations, how to convey the value, esp as a standalone without design ⢠documentation is required, gets in the way of rapid iterations ⢠fear that if we fail we impact the credibility of the journalism (stakeholders have more of the fear) ⢠current process/culture doesnât involve UX/ why is there a need change ⢠highly technical, donât truly understand what weâre designing ⢠schedule & resources, access to users ⢠engineering, technology culture, not involved til later in the process, everyone has a little info so they think they are all set ⢠fear of ownership/making a decision, CONFIDENTIAL FOR INTERNAL USE ONLY
- 14. Overcome ⢠get devs, etc to share a time they tried hard, released something to the world, found it wasnât well received (how did that feel? what was the business impact?) ⢠speaking to qualitative data the same way your audience is used to hearing about quant data (using customer journey map, for example) drawings, diagrams, graphs, charts ⢠outsource the grunt work ⢠guerrilla testing, just do it ⢠education ⢠just try getting people to sketch in a requirements mtg (or standard part of the process)...start small ⢠put sketches in the requirements document ⢠hallway testing âthis is what I think I heardâ ⢠understand where the fear is come from--is it budget, is it failure, is it schedule CONFIDENTIAL FOR INTERNAL USE ONLY
- 15. Overcome ⢠quantify, âavert calls to the call centerâ tie it back to biz value/ROI ⢠make a very clear business objective, be clear about the metric that matters (it changes over time) ⢠make product managers responsible for UX/user satisfaction/user acceptance ⢠get others to sketch & test ⢠get devs to come to usability/observe feedback of sketches, hear it from someone else ⢠co-creation with multiple roles ⢠no lorem ⢠sketch then quickly to higher fidelity, less wireframing ⢠make a friend in procurement (keep contract loosely about end result, not about deliverables) CONFIDENTIAL FOR INTERNAL USE ONLY
- 16. Want more? IDEO Stanford d.school Tom Chi, Google Glass