Why it is impoirtant to consider user needs
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Transcript of Why it is impoirtant to consider user needs
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Our customers aren’t designers
• They only know: What they have seen before What they want to achieve
“It’s just a big iPhone” – All consumers (before 300 million sales)
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“People don’t want to buy a quarter-inch drill; they want to buy a quarter-inch hole.”
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Premise:
“Noone wants to find a financial adviser”
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If that’s true, what do they want?
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A few guesses…
“I don’t want to be poor when I retire.”
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A few guesses…
“I want the best house I can get for the monthly repayments I can afford.”
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A few guesses…
“I don’t want my investments to lose money.”
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Outcome-driven innovation
⅓ of the UK sock market is owned by this company
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How do we find out what they want?
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Jobs to be done framework
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Jobs to be done framework
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Outcome-driven innovation
• People ‘hire’ products to get jobs done• They have measurable outcomes• They ‘switch’ to better solutions
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Design for existing behaviour
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Design for existing behaviour
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Design for existing behaviour
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Design for existing behaviour
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You can only create the product if you know the outcome
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Burden of choice
25% of all cars are silver
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Burden of choice
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The end game
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Simplicity isn’t the removal of all complexity
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Simplicity is hiding complexity
Remove the barriers between a user and their goal
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Simplicity isn’t the removal of all complexity
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Simplicity is hiding complexity
Remove the barriers between a user and their goal
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Do the hard work to make it simple
The end game…
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“Noone wants to find a financial adviser?”