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1508™
Uncovering the
hidden gems in
your research
1508™
27.02.19 Morgenbooster
1508™
Mikkel Køster
Senior Experience Strategist
Cecilie Goodley Dannisøe
Senior User Experience Designer
1508™1508™
Intro
1508™
Have you ever tried to boil down
a ton of really great research
just to find the that the nuances
fade away in the p...
1508™
Humans are hardwired
to make sense of things
1508™
We need order to understand.
But sometimes what we see
and learn doesn’t make sense…
How do make sure that we
capture the nuances in our
research?
and make them actionable?
1508™
1508™
By fighting the need to box
everything and allow for
multiple perspectives
Insights
1508™
1508™
Powerful
research
can…
• Leads to a higher innovation potential
• Captures nuances about humans
• Ensures sustainabl...
1508™
The average person is a 24
year old Chinese man named
Mohammed with a cell phone
and no bank account.
We are trying ...
1508™
Let’s dive in
1508™
1508™1508™
Why is this relevant?
Products and services emerge
at an increasingly higher speed
1508™
Exponential value erosion of
existing products and services
1508™
1508™
10:30
113 billion
https://www.appannie.com/en/insights/market-data/a-year-in-review-mobile-highlights-of-2018/
1508™
1508™
1508™1508™
Technology is just another fad
and features become outdated
1508™1508™
Technology is just another fad
and features become outdated
Yesterday’s wow,
is tomorrows ordinary
#liquidexpectations
1508™
Direct
competitors
Experiential
competitors
Perceptual
competitors
They sell products that
compete with yours
They sell ex...
Change in society is
occurring more rapidly
in the "modern" world
#liquidmodernity
1508™
1508™
1508™1508™
Find out what is lasting…
1508™1508™
So what does that mean
for our research?
1508™
Perception Human
1508™1508™
1508™1508™
Fall in love with the
problem, not the solution
1508™1508™
Fall in love with the
problem, not the solution
1508™1508™
Rather than focusing
on the problem…
We say
1508™1508™
We need to shine light on the
people that have the problem and
the underlying cause of the problem
The problem with
focusing on problems
1508™
1508™
1508™
1508™
Possibility blindness
1508™
Maslow
The law of the
instrument
1508™
Understand the whole
problem space - and
not just a part of it
1508™
Understand the whole
problem space - and
not just a part of it
1508™
Find Discover
1508™
Ken Olsen
Founder of Digital Equipment Corporation
1977
There is no reason
anyone would want a
computer in their home
“
15...
1508™
1508™
The most important thing
is what we don’t know
1508™
known
knowns
known
unknowns
Things we don’t
know, we don’t know
Things we know,
that we know
Things we know,
we don’...
1508™
1508™1508™
1508™1508™
Psychology tells us that
humans learn and grow
through experiences.
A known known…
1508™
These former experiences helps us
create simple rules to make
good enough decisions…
Not perfect…just good enough.
1508™
People are neither rational, involved
nor deeply committed customers.
1508™
We are uncaring buyers who
will do anything to reduce the
effort in making a decision.
1508™
1508™
1508™
We are
designing
for humans
1508™
1508™
We are
designing
for humans
1508™
So let’s not think
of them as users
or customers
1508™
Users
Saying “user” strips a person of their
circumstances… It eliminates context
and reduces people to a single act...
1508™
Customers
Designing for customers narrows our focus to
only seeing them as someone who purchases
something and gets ...
1508™
Humans
Broadens our scope
and understanding
1508™
1508™1508™
Insights help us broaden our
scope and understanding
1508™
What is an
insight?
1508™
What isn’t an insight?
• Data is not an insight
• An observation is not an insight
• A customer wish or statement
of...
1508™
A good insight creates a
whole new way of thinking
1508™
Insights expand our minds,
help us to understand and
inspire us to do great things
1508™
1508™
A leap
forward
1508™
1508™1508™
Example time
1508™
1508™
We sell the best
feminine products
and menstrual
information
Sell the product approach
1508™
1508™
We sell the best
feminine products
and menstrual
information
Sell the product approach
At puberty girls feel
paralyz...
1508™
Memes can be a great source
of inspiration for insights
1508™
How do you
know, you an
have insight?
Is there a conflict?
What is the tension?
Does it have the potential to
make p...
1508™1508™
This is what is lasting…
1508™1508™
Watch a master in action
Indsæt rigtig video
1508™
The product
the wheel
Sell the product approach
1508™
1508™
The product
the wheel
Sell the product approach
Why do
people look at
photographs?
Insight approach
1508™
1508™
“Nostalgia, a twinge in your
heart far more powerful
than memory itself…
Don Draper
Mad Men
… it takes us to a
place...
Spoken needs
“what we can see”
Unspoken needs
“What we cannot see”
The things we can see,
ask about and observe
What we do...
1508™1508™
Summing up
Uncovering hidden gems
1508™
It all comes down
to mindset
1508™
Fight your urge to make
sense of everything
1508™
This allows us to look at
our research in new ways
Hopefully uncovering hidden
gems in the process
1508™
Alex Marris
Our motivation should
be to create more power
than the initial set of
ingredients would suggest
“
1508™
Sum-up in 15
illustrations
1508™1508™
Thanks
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Morgenbooster l Uncovering the hidden gems in your research l #93

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In this Morgenbooster Cecilie Goodley Dannisøe and Mikkel Køster will talk about their experiences and perspectives on working with insights and the value they can offer in your work. In order to uncover insights we need to go beyond designing for average and truly understand how humans act, feel and behave. Designing great experiences require us to look for those nuances, otherwise, we might miss the hidden gems entirely.

Veröffentlicht in: Design
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Morgenbooster l Uncovering the hidden gems in your research l #93

  1. 1. 1508™ Uncovering the hidden gems in your research 1508™ 27.02.19 Morgenbooster
  2. 2. 1508™ Mikkel Køster Senior Experience Strategist Cecilie Goodley Dannisøe Senior User Experience Designer
  3. 3. 1508™1508™ Intro
  4. 4. 1508™ Have you ever tried to boil down a ton of really great research just to find the that the nuances fade away in the process? 1 4 327 21
  5. 5. 1508™ Humans are hardwired to make sense of things
  6. 6. 1508™ We need order to understand. But sometimes what we see and learn doesn’t make sense…
  7. 7. How do make sure that we capture the nuances in our research? and make them actionable? 1508™
  8. 8. 1508™ By fighting the need to box everything and allow for multiple perspectives
  9. 9. Insights 1508™
  10. 10. 1508™ Powerful research can… • Leads to a higher innovation potential • Captures nuances about humans • Ensures sustainable solutions that do not rely and tech trends • Allows you to truly work with empathy for the people you design for in a tangible way 1508™
  11. 11. 1508™ The average person is a 24 year old Chinese man named Mohammed with a cell phone and no bank account. We are trying to avoid… Alex Morris The Strategy Scrapbook
  12. 12. 1508™ Let’s dive in 1508™
  13. 13. 1508™1508™ Why is this relevant?
  14. 14. Products and services emerge at an increasingly higher speed 1508™
  15. 15. Exponential value erosion of existing products and services 1508™
  16. 16. 1508™ 10:30 113 billion https://www.appannie.com/en/insights/market-data/a-year-in-review-mobile-highlights-of-2018/ 1508™
  17. 17. 1508™
  18. 18. 1508™1508™ Technology is just another fad and features become outdated
  19. 19. 1508™1508™ Technology is just another fad and features become outdated
  20. 20. Yesterday’s wow, is tomorrows ordinary #liquidexpectations 1508™
  21. 21. Direct competitors Experiential competitors Perceptual competitors They sell products that compete with yours They sell experiences that replace yours They change the expectations your customer have for you 1508™
  22. 22. Change in society is occurring more rapidly in the "modern" world #liquidmodernity 1508™
  23. 23. 1508™
  24. 24. 1508™1508™ Find out what is lasting…
  25. 25. 1508™1508™ So what does that mean for our research?
  26. 26. 1508™ Perception Human
  27. 27. 1508™1508™
  28. 28. 1508™1508™ Fall in love with the problem, not the solution
  29. 29. 1508™1508™ Fall in love with the problem, not the solution
  30. 30. 1508™1508™ Rather than focusing on the problem… We say
  31. 31. 1508™1508™ We need to shine light on the people that have the problem and the underlying cause of the problem
  32. 32. The problem with focusing on problems 1508™
  33. 33. 1508™
  34. 34. 1508™
  35. 35. 1508™
  36. 36. Possibility blindness 1508™
  37. 37. Maslow The law of the instrument 1508™
  38. 38. Understand the whole problem space - and not just a part of it 1508™
  39. 39. Understand the whole problem space - and not just a part of it 1508™
  40. 40. Find Discover 1508™
  41. 41. Ken Olsen Founder of Digital Equipment Corporation 1977 There is no reason anyone would want a computer in their home “ 1508™
  42. 42. 1508™
  43. 43. 1508™ The most important thing is what we don’t know
  44. 44. 1508™ known knowns known unknowns Things we don’t know, we don’t know Things we know, that we know Things we know, we don’t know unknown unknowns
  45. 45. 1508™
  46. 46. 1508™1508™
  47. 47. 1508™1508™
  48. 48. Psychology tells us that humans learn and grow through experiences. A known known… 1508™
  49. 49. These former experiences helps us create simple rules to make good enough decisions… Not perfect…just good enough. 1508™
  50. 50. People are neither rational, involved nor deeply committed customers. 1508™
  51. 51. We are uncaring buyers who will do anything to reduce the effort in making a decision. 1508™
  52. 52. 1508™
  53. 53. 1508™ We are designing for humans 1508™
  54. 54. 1508™ We are designing for humans 1508™ So let’s not think of them as users or customers
  55. 55. 1508™ Users Saying “user” strips a person of their circumstances… It eliminates context and reduces people to a single act. Adam Lefton Content strategist, Paypal
  56. 56. 1508™ Customers Designing for customers narrows our focus to only seeing them as someone who purchases something and gets something in return. Adam Lefton Content strategist, Paypal
  57. 57. 1508™ Humans Broadens our scope and understanding 1508™
  58. 58. 1508™1508™ Insights help us broaden our scope and understanding
  59. 59. 1508™ What is an insight?
  60. 60. 1508™ What isn’t an insight? • Data is not an insight • An observation is not an insight • A customer wish or statement of need is not an insight • It’s those “aha moments” • The ones where everyone will react with 
 a “fuck yes! that’s so true” • An insight has less to do with a revelation and more to do with a realization vs What is an insight? 1508™
  61. 61. 1508™ A good insight creates a whole new way of thinking
  62. 62. 1508™ Insights expand our minds, help us to understand and inspire us to do great things 1508™
  63. 63. 1508™ A leap forward 1508™
  64. 64. 1508™1508™ Example time
  65. 65. 1508™
  66. 66. 1508™ We sell the best feminine products and menstrual information Sell the product approach 1508™
  67. 67. 1508™ We sell the best feminine products and menstrual information Sell the product approach At puberty girls feel paralyzed by the fear of failure, leading them to avoid trying new things Insight approach 1508™
  68. 68. 1508™ Memes can be a great source of inspiration for insights
  69. 69. 1508™ How do you know, you an have insight? Is there a conflict? What is the tension? Does it have the potential to make people feel something? Does it reveal something about humans? Something that isn’t immediately obvious?
  70. 70. 1508™1508™ This is what is lasting…
  71. 71. 1508™1508™ Watch a master in action
  72. 72. Indsæt rigtig video
  73. 73. 1508™ The product the wheel Sell the product approach 1508™
  74. 74. 1508™ The product the wheel Sell the product approach Why do people look at photographs? Insight approach 1508™
  75. 75. 1508™ “Nostalgia, a twinge in your heart far more powerful than memory itself… Don Draper Mad Men … it takes us to a place where we ache to go again.
  76. 76. Spoken needs “what we can see” Unspoken needs “What we cannot see” The things we can see, ask about and observe What we don’t say explicitly, but what our actions show Full innovation potential 1508™
  77. 77. 1508™1508™ Summing up Uncovering hidden gems
  78. 78. 1508™ It all comes down to mindset
  79. 79. 1508™ Fight your urge to make sense of everything
  80. 80. 1508™ This allows us to look at our research in new ways Hopefully uncovering hidden gems in the process
  81. 81. 1508™ Alex Marris Our motivation should be to create more power than the initial set of ingredients would suggest “
  82. 82. 1508™ Sum-up in 15 illustrations
  83. 83. 1508™1508™ Thanks

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