why it is impoirtant to consider user needs

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)

“People don’t want to buy a quarter-inch drill; they want to buy a quarter-inch hole.”

Premise:

“Noone wants to find a financial adviser”

If that’s true, what do they want?

A few guesses…

“I don’t want to be poor when I retire.”

A few guesses…

“I want the best house I can get for the monthly repayments I can afford.”

A few guesses…

“I don’t want my investments to lose money.”

Outcome-driven innovation

⅓ of the UK sock market is owned by this company

How do we find out what they want?

Jobs to be done framework

Jobs to be done framework

Outcome-driven innovation

• People ‘hire’ products to get jobs done• They have measurable outcomes• They ‘switch’ to better solutions

Design for existing behaviour

Design for existing behaviour

Design for existing behaviour

Design for existing behaviour

You can only create the product if you know the outcome

Burden of choice

25% of all cars are silver

Burden of choice

The end game

Simplicity isn’t the removal of all complexity

Simplicity is hiding complexity

Remove the barriers between a user and their goal

Simplicity isn’t the removal of all complexity

Simplicity is hiding complexity

Remove the barriers between a user and their goal

Do the hard work to make it simple

The end game…

“Noone wants to find a financial adviser?”