3 rapid design activities to a customer-centered product roadmap

3 Rapid Design Activities to a Customer-Centered Product Roadmap

Bennett King @skunkwurx © 2016 Konrad+King

WE DESIGN HIGH-CALIBER PRODUCT EXPERIENCES THAT PEOPLE DIG.

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DISCOVER CREATE EVALUATE

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DISCOVER CREATE EVALUATE

FORMATIVERESEARCH

DESIGNSTUDIO

CONCEPT VALUETEST

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RESEARCHING THERESEARCHER

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FORMATIVE RESEARCH

What do our customers need?

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WHAT IT IS NOT: Statistically significant. Authoritative. Self-fulfilling. Formal.

WHAT IT IS:All about discovery & insight. Focussed on objectives. Less-formal process. More Cost effective. Small-scale. Directional. Contextual. Ethical.

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START W/ CLEAR OBJECTIVES.

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Provide Input to Optimal’s Product Roadmap What Qualitative Research Tools are Researchers Missing? Where are the pain points in the research process?

Discover Continuous Customer Engagement Opportunities What tools, data and processes do researchers return to as part of their process?

Outline How Research Data Can Be Used Across Projects How and when do researchers use data as part of the design process? How is data collected, stored, and analyzed?

OBJECTIVES

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STRIVE FOR PARTICIPANT DIVERSITY.

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IN-PERSON PARTICIPANTS Katie Principal XD Researcher, Enterprise & Consumer Software

Crystal Design Research Consultant, Medical and Consumer Products

Jill Senior Design Researcher, Consumer Electronics

REMOTE PARTICIPANTS Karl Lead Design Researcher, Developer Tools

Tim Sr. Design Researcher, Industrial Automation & Manufacturing

Lynne User Experience Analyst, Web & Mobile Products

PARTICIPANT DIVERSITY

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GET PARTICIPANTS TO DO THE WORK FOR YOU.

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USER-DEFINEDJOURNEY

USER-DEFINEDJOURNEY

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define project

recruit explore analyze share

in-person

remote

design research

screen

recruit

confirm

schedule

interview

interview

activity

activity

collect data

collect data

+plan

collect data

analysis activities

findingspreparation

workshopsfinal preso

AGGREGATED JOURNEY MAP

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USE THE 2 MOST POWERFUL TOOLS IN RESEARCH.

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WHY?

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SHOWME.

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ANALYZE & SYNTHESIZE AS YOU GO.

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ACTIVITY

ENVIRONMENT

INTERACTION

OBJECT

USER

CREATE CATEGORIES

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RAPID CONCEPTS W/ DESIGN STUDIO

How do we meet our customers’ needs?

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WHAT IT IS NOT: A final solution or concept. A tool only for designers. A time to set limitations.

WHAT IT IS:Rapid idea-generating activity. Multidisciplinary collaboration. Time-boxed multiple rounds. Sketch-based ideation. Scoped vs. blue-sky. Iterative in nature. Divergent. Convergent. Statistically relevant

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DESIGN STUDIO METHOD

CREATE CONVERGE CRITIQUE

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Design

Studio

INTIAL IDEAS

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TEAM CONCEPTS

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PREDEFINE THE ACTIVITY.

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PROVIDE A PROBLEM Design Studio problem statements are generated from your research findings. Example:

Researchers struggled to cross-reference, maintain, organize and find research data across subsequent projects or over time.

BRING IN THE AEIOU CATEGORIES • ACTIVITY: What is the customer doing? • ENVIRONMENT: Where, when and with whom? • INTERACTION: How are they using products? • OBJECT: What technology are they using? • USER: Who is the customer?

SCOPE THE ACTIVITY

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STEP 1. DIVERGENT CREATION.

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INDIVIDUAL IDEATION

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SHARE & IMPROVE


STEP 2. CONVERGENT CREATION.

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TEAM IDEATION


SHARE & IMPROVE


WHAT IT IS NOT: Asking what the customer likes. The last research you do. A holistic product rating. A usability test.

WHAT IT IS: Customer satisfaction rating. Multi-faceted measurement. Research with numbers. Directional but not final. A prioritization activity. Highlighting potential. A refinement activity. Remote or in-person.

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THE KANOMODEL

Professor Noriaki Kano

Hello My Name Is

Features or concepts that both satisfies the customer and help them achieve their goals.

Feature or concept is a “must have” to meet customer expectations.

Features that are exciting or unique, and can directly relate to initial satisfaction worth the product.

Features or concepts that are neither good nor bad. Not product differentiators.

Features or concepts that lead to dissatisfaction or poor user experience.

5 KANO CATEGORIES

PERFORMINGMUST HAVE

ATTRACTIVEINDIFFERENT

DISSATISFYING

KANO MODEL

Must Have

Attractive

FUNCTIONALITY

Perform

ing

SATI

SFA

CTIO

N

Dissati

sfyin

g

Indifferent

HOW TO KANO.

How do you feel if the concept is included? Like it to be included Expect it to be included Don’t Care Can live with it being included Dislike it if it were included

How do you feel if the concept is NOT included? Like it not to be included Expect it not to be included Don’t Care Can live with it not being included Dislike it if it were not included

KANO QUESTIONARE

I

I

I

S

A

I

I

I

S

A

I

I

I

S

A

M

M

M

Q

P

S

S

S

S

Q

LIKE IT EXPECT IT DON’T CARE LIVE WITH DISLIKE

LIKE IT

EXPECT IT

DON’T CARE

LIVE WITH

DISLIKE

NEGATIVE | FEATURE ABSENT

POSI

TIV

E | F

EATU

RE

PRES

ENT

KANO CHART

Q=Questionable S=Subpar I=Indifferent A=Attractive M=Must Have P=Performing

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