Designing for Unmet Needs
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The document discusses the importance of understanding user behaviors and unmet needs in the product design process. It emphasizes the need for ethnographic study, usability testing, and creating provocative examples rather than simply asking users if they like a design. Key takeaways include recognizing that designers are not their users, the necessity of comprehensive participant analysis, and leveraging resources for ongoing user feedback.
Designing for Unmet Needs
- 1. Designing for Unmet Needs Steve Portigal @steveportigal 1
- 2. Click to edit Master title style Customer development is talking to users Designing for Unmet Needs Portigal
- 3. ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyeloeple today Flickr user Presidencia de la República del Ecuador Designing for Unmet Needs Portigal
- 4. ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyroleposed solutions Designing for Unmet Needs Portigal
- 5. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Designing for Unmet Needs Portigal
- 6. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Ethnography! Show solutions to people to evaluate if they are desirable, usable, useful Usability Testing! Designing for Unmet Needs Portigal
- 7. IC tlhicinkk t oa beoduitt Mit alisktee rt htiitsle style Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Learning about people’s behaviors, beliefs, goals, etc. will help you find opportunities to innovate and reveal if you are on the right track so far. Designing for Unmet Needs Portigal
- 8. TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research Avoid showing your best guess at a solution and asking “Do you like this?” Create provocative examples to surface hidden desires and expectations Image from Roberto and Worth1000.com Designing for Unmet Needs Portigal
- 9. TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research Avoid asking “Do you like this?” Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Image from Roberto and Worth1000.com Designing for Unmet Needs Portigal
- 10. IC wlicoku ltdo leodviet …Master title style Designing for Unmet Needs Portigal
- 11. CDlriicvke tdoe ecdisiti oMnas swteitrh t iitnles isgthytle Designing for Unmet Needs Portigal
- 12. Click to edit Master title style What’s Stopping Us Designing for Unmet Needs Portigal
- 13. TChlicek r etos oeudrict eMsa csotenrv teitrlsea stitoynle 2–3 weeks 2–3 weeks 2–3 weeks Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! Screening criteria, recruiting Methodology, field guide, stimuli Analysis, synthesis, design Interviews, self-reporting, debriefs Designing for Unmet Needs Portigal
- 14. PCllaicnk ftoor etrdaitd Meoafsfster title style Who do you want to talk to? 1 day 1 day 2 days What do you want to do with them? Fieldwork Do something with the data! Who can you get? Co-workers, intercepts on the street Wide-eyed observation, winging it Small sample, Debrief massively parallel data gathering Designing for Unmet Needs Portigal
- 15. CWliec kd oton ’et dhiat vMea ussteerr sti t-leo ustry pleroduct doesn’t exist yet Designing for Unmet Needs Portigal
- 16. COluicrk c tuos teodmite Mrsa satreer htiatlred sttoy lgeet to Flickr user Eric Gravengaard Designing for Unmet Needs Portigal
- 17. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
- 18. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
- 19. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
- 20. Click to edit Master title style You are not your user Designing for Unmet Needs Portigal
- 21. YColicuk a troe endoitt Myoausrt eurs etitrlse style Designing for Unmet Needs Portigal
- 22. Click to edit Master title style The Takeaways Designing for Unmet Needs Portigal
- 23. CWlircakp ptoin e’ dUitp Master title style • Learn about people’s behaviors today not just their thoughts about your solution • Create stimuli rather than just test prototypes • You are not your users • Find participants, plan your method, do your research, and analyze the data • Who you study isn’t always who you design for • Build infrastructure for ongoing user input • There are resources for learning (but then you have to go and learn by doing) Designing for Unmet Needs Portigal
- 24. CWlihcok ytoo ue dleita Mrna fsrtoemr tiistl en ostty wleho you design for What is the desired relationship to the product/service/brand/activity? • Typical user • Non-user • Extreme user • Peripheral user • Expert user • Subject-matter expert • Wannabe user • Should-be user • Future user • Past user • Hater • Loyal to competitor Triangulate through multiple perspectives By creating contrast, you reveal key influencing factors that you wouldn’t otherwise see Designing for Unmet Needs Portigal
- 25. CRleicckru tioti negd ict rMitearsiate: rT tyitplee sotyf lueser Think about the whole system: the chooser, the influencer, the user, and anyone who is impacted by those roles Challenge assumptions about who the organization is implicitly/explicitly designing for • Is that everyone? • Do they even exist? This will surface a broader sense – even prior to research – about who is affected by the product and who is being designed for When working with a global producer of sports apparel, it took four weeks to untangle the conflicts about who we should study. Their entire culture is based on their aspirational customer: a male lettered high school athlete. The bulk of their sales come from women 28 to 35. Designing for Unmet Needs Portigal
- 26. Click to edit Master title style Thank you! Portigal Consulting www.portigal.com @steveportigal steve@portigal.com Designing for Unmet Needs Portigal