Customer Insight Driven Design

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A one day workshop to practice bringing user or customer insights--ones we glean through observing our own experience--all the way through the design process. Includes notes from a conversation about barriers to implementing this approach in a variety of workplaces.

Transcript of Customer Insight Driven Design

  • 1. Customer Insight-Driven Design Welcome
  • 2. Whats today about? Doing Customer Insight- Driven Design. Seeing what we can learn.
  • 3. What are the steps? image: Stanford
  • 4. Todays Design Challenge Z-Cycle wants to know: How might we use mobile tools to support our customers biking experience?
  • 5. Go immerse Dont judge. Just observe. Question everything. Be truly curious. Listen. Really. words: Stanford
  • 6. Interview someone from another group Dont judge. Listen. Question everything. Be truly curious. words: Stanford
  • 7. Map out your findings
  • 8. Ideate What if...?
  • 9. Prototype, rapidly and test. Dont guess. Prototype & test.
  • 10. Getting better feedback Tell your tester who they are and what they are doing. Dont explain. Dont defend. Just listen. Ask why? For interface feedback, show me not what do you think?
  • 11. Todays Bonus Design Challenge Z-Cycle wants to know: How might we we bring greater joy to Boulder using the Z-Cycle network?
  • 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 doesnt 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 doesnt involve UX/ why is there a need change highly technical, dont truly understand what were 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 wasnt 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 this is what I think I heard understand where the fear is come from--is it budget, is it failure, is it schedule CONFIDENTIAL FOR INTERNAL USE ONLY
  • 15. Overcome quantify, avert calls to the call center 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 Tom Chi, Google Glass
  • 17. Thank you. #designinaday