disruptive innovation theory + ux = better projects

DisruptiveInnovationTheoryUXBetter ProjectsMike RiveraUX DirectorSlice of Lime

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YoungDays

EarlyCareer

MidCareer

1997 Mid 00s 2011

GradSchool

What is Disruptive Innovation Theory?

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.”

”

GoalsAlign the tools and language that design and business use.Adapt & strengthen current UX practices.

Disruptive InnovationJobs to be Done

Four Forces

Time

Perf

orm

ance

Least demanding

Mid tier demands

Most demanding

Disruption

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

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/

Situations drive behavior**not someone’s traits

Listen to music while runningAction Object of Action Focus

FunctionalSocialEmotionalJTBD can have three dimensions

http://blog.mailchimp.com/new-mailchimp-user-persona-research/

Big TakeawayBase decisions on customer situations, not customer traits

ToolsInterviews5 whysKano Analysis

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

Habit of the present Push of the situation

Anxiety of the new Magnetism of the new

Status Quo Progression

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”“

PassiveLooking

ActiveLooking

Deciding Consuming

Exposure Event Event Purchase Experienced

Big TakeawayTo understand behavior, find its causal roots

ToolsInterviewsUse casesCustomer journeysExperience maps

Thank youMike Rivera@heavywinter

Coming in November