Understand and prioritize user needs: A marriage of UX and market research

UNDERSTAND & PRIORITIZE USER NEEDS
Ryan Kasper, @Dr_RyanKasper
Jennifer Padilla, @rinzen75
Elizabeth Thapliyal, @ethapliyal
A marriage of UX and
market research

@Dr_RyanKasper @rinzen75 @ethapliyal!

Concepts
Concept Neptune! Concept Mars! Concept Jupiter!

1.  Understand user needs
2.  Prioritize the user needs
3.  Apply needs in decision-making

UX APPROACH TO
UNDERSTAND USER NEEDS
1

Indi Young

Mental model
visually displays
the full picture
of your users’
behaviors

•  Story….

Find photos
on computer
Upload
photos to edit
online
Find photos
uploaded
from phone
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos
on the go
Look in
organized ﬁle
structure
Dig through
unorganized
photos
File Transfer
Search
Mobile App
Find Photos!Goal Space
Tower
Tasks
How product
supports the towers
Product gap

Product gaps

MARKET RESEARCH
APPROACH TO PRIORITIZE
CUSTOMER NEEDS
2

Clayton Christensen! Tony Ulwick!

Job To Be Done
What people are trying to do
Desired Outcome
How they measure success of that job

Job To Be Done
“Entertain myself during the morning commute”

Desired Outcome
“Minimize boredom while driving”

SATISFACTION
IMPORTANCE
HIGH
LOW
HIGH
LOW
Biggest Opportunities!
Ideal

1. Conduct customer interviews

2. Capture desired outcomes

3. Organize the outcomes

4. Rate importance and satisfaction

5. Create prioritized list
Job To Be Done Process





Leverage site visits





Convert Mental Model

Time
Energy
Effort
etc…
Desired Outcome structure:
Direction of improvement + Unit of measure + Action
Minimize my effort to ﬁnd
photos on my computer
Increase my access to
personal photos when I am
away from my computer
2. Creating desired outcomes
Increase
Decrease
Maximize
Minimize
Look in
organized ﬁle
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go





Map to Mental Model

Find%Photos%
Take%New%Photos% Edit%Photos%
Map outcomes to Mental Model
Look in
organized ﬁle
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go
Increase my
access to
personal
photos when
away from my
computer!
Minimize my
effort to ﬁnd
photos on my
computer!
Find photos on
computer
Find photos
that are
shared online
Ask others to
send photos
Use cell phone
to take photos
Use cell
phone to take
photos
Edit photo on
cell phone
Edit photo on
cell phone
Upload photos
to edit online
Upload
photos to edit
online
Increase my
access to
others’ photos
of me!
Minimize the
time it takes to
capture a photo!
Minimize my effort to make edits to
my photo!





Map to Mental Model
Create user survey and analyze

4: Rate importance/satisfaction
Minimize my effort to ﬁnd photos on my computer

1 2 3 4 5 6 7 8 9 10
Very low
Very high
A. How important is this to you?

B. How well is this currently being
satisﬁed?


4: Analysis
Opportunity Score: Combines importance and satisfaction
SATISFACTION
IMPORTANCE
LOW
HIGH
LOW
HIGH





Map to Mental Model

5: Prioritized List
Desired Outcomes
Opportunity Score
1. Increase my access to others’ photos online
15
2. Minimize my effort to make edits to my photo
11.2
3. Minimize my effort to ﬁnd photos on my computer
10
4. Increase my access to personal photos when away
from my computer
9.6
5. Minimize the time it takes to capture a photo
9.2

APPLY RESULTS TO
DECISION-MAKING
3
Clear direction!

Prioritize gaps!

Find Photos
Edit Photos
Take New Photos
Edit photo on
cell phone
Edit photo on
cell phone
Upload
photos to edit
online
Upload photos
to edit online
Ask others to
send photos
Find photos
that are
shared online
Get photos
from others
Use cell
phone to take
photos
Use cell phone
to take photos
File Transfer
Mobile App
Search
Auto-sync
1
2
3
4
5
Increase my
access to
others’ photos
of me!
Increase my
access to
personal
photos when
away from my
computer!
Minimize the
time it takes to
capture a photo!
Minimize my
effort to ﬁnd
photos on my
computer!
my photo!
Look in
organized ﬁle
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go

Decide on Concepts
Concept Neptune! Concept Mars! Concept Jupiter!

Find Photos
Edit Photos
Take New Photos
Edit photo on
cell phone
Edit photo on
cell phone
Upload
photos to edit
online
Upload photos
to edit online
Ask others to
send photos
Find photos
that are
shared online
Get photos
from others
Use cell
phone to take
photos
Use cell phone
to take photos
File Transfer
Mobile App
Search
Auto-sync
1
2
3
4
5
Increase my
access to
others’ photos
of me!
Increase my
access to
personal
photos when
away from my
computer!
Minimize the
time it takes to
capture a photo!
Minimize my
effort to ﬁnd
photos on my
computer!
my photo!
Concept
Mars!
Concept
Jupiter!
Concept
Neptune!
Look in
organized ﬁle
structure
Dig through
unorganized
photos
Find photos on
computer
Search photo
library on
mobile phone
Get photos
from social or
cloud service
Find photos on
the go

SPARK FOR
INNOVATION

Capture a quick photo!
Find photos on my computer!
Access others photos of me!
Access my photos when away!
Make edits to my photo!
HELP
HURT
Heuristic

“It’s great to have this data to help
make informed decisions. I’m
looking forward to incorporating it
more and more.”

- Product Team Lead

Mental Model gives us a detailed map
Jobs-To-Be-Done is our guide

Give it a try!
Ryan Kasper, @Dr_RyanKasper
Jen Padilla, @rinzen75
Elizabeth Thapliyal, @ethapliyal

Understand and prioritize user needs: A marriage of UX and market research

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Understand and prioritize user needs: A marriage of UX and market research