Disruptive Innovation Theory + UX = Better Projects
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Transcript of Disruptive Innovation Theory + UX = Better Projects
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DisruptiveInnovationTheoryUXBetter ProjectsMike RiveraUX DirectorSlice of Lime
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YoungDays
EarlyCareer
MidCareer
1997 Mid 00s 2011
GradSchool
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What is Disruptive Innovation Theory?
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http://www.christenseninstitute.org/key-concepts/disruptive-innovation-2/
…[transforming] an existing market…by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo.”
”…[transforming] an existing market…by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo.”
”
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GoalsAlign the tools and language that design and business use.Adapt & strengthen current UX practices.
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Disruptive InnovationJobs to be Done
Four Forces
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Time
Perf
orm
ance
Least demanding
Mid tier demands
Most demanding
Disruption
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Jobs to be Done (JTBD)
Marketing Malpractice: The Cause and the Curehttp://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure/
Jobs-to-be-Done blogjobstobedone.org
Critical Path podcasthttps://itun.es/i6xz6Nf
Kano Analysishttp://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
Stop Designing for ‘Users’: Design for Activitieshttps://medium.com/design-ux/9c5e582b3ec8
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People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”Theodore LevittHarvard marketing professor
“
http://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure/
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Situations drive behavior**not someone’s traits
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Listen to music while runningAction Object of Action Focus
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FunctionalSocialEmotionalJTBD can have three dimensions
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http://blog.mailchimp.com/new-mailchimp-user-persona-research/
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Big TakeawayBase decisions on customer situations, not customer traits
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ToolsInterviews5 whysKano Analysis
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Four Forces & TimelineJobs-to-be-Done blogjobstobedone.org
Jobs-to-be-Done Radio podcastitun.es/i6xn5bd
Chris Spiektwitter.com/chriscbs
Bob Moestatwitter.com/bmoesta
BJ Foggbjfogg.com
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Habit of the present Push of the situation
Anxiety of the new Magnetism of the new
Status Quo Progression
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Habit of the present Push of the situation
Anxiety of the new Magnetism of the new
Functional
Social
Emotional
This force can trumpall others
People don’t like change
Powerful force
Good enough”“
Drawbacks of new
Non-consumption”“
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PassiveLooking
ActiveLooking
Deciding Consuming
Exposure Event Event Purchase Experienced
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Big TakeawayTo understand behavior, find its causal roots
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ToolsInterviewsUse casesCustomer journeysExperience maps
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Thank youMike Rivera@heavywinter
Coming in November