disruptive innovation theory + ux = better projects

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Disruptive Innovation Theory UX Better Projects Mike Rivera UX Director Slice of Lime +

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This is the deck created for the talk given at Denver Start Up Week 2013.

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Page 1: Disruptive Innovation Theory + UX = Better Projects

DisruptiveInnovationTheoryUXBetter ProjectsMike RiveraUX DirectorSlice of Lime

+

Page 2: Disruptive Innovation Theory + UX = Better Projects

YoungDays

EarlyCareer

MidCareer

1997 Mid 00s 2011

GradSchool

Page 3: Disruptive Innovation Theory + UX = Better Projects
Page 4: Disruptive Innovation Theory + UX = Better Projects

What is Disruptive Innovation Theory?

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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.”

Page 6: Disruptive Innovation Theory + UX = Better Projects

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

Page 7: Disruptive Innovation Theory + UX = Better Projects

Disruptive InnovationJobs to be Done

Four Forces

Page 8: Disruptive Innovation Theory + UX = Better Projects

Time

Perf

orm

ance

Least demanding

Mid tier demands

Most demanding

Disruption

Page 10: Disruptive Innovation Theory + UX = Better Projects

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/

Page 11: Disruptive Innovation Theory + UX = Better Projects

Situations drive behavior**not someone’s traits

Page 12: Disruptive Innovation Theory + UX = Better Projects

Listen to music while runningAction Object of Action Focus

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FunctionalSocialEmotionalJTBD can have three dimensions

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Big TakeawayBase decisions on customer situations, not customer traits

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ToolsInterviews5 whysKano Analysis

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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

Page 18: Disruptive Innovation Theory + UX = Better Projects

Habit of the present Push of the situation

Anxiety of the new Magnetism of the new

Status Quo Progression

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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”“

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PassiveLooking

ActiveLooking

Deciding Consuming

Exposure Event Event Purchase Experienced

Page 21: Disruptive Innovation Theory + UX = Better Projects

Big TakeawayTo understand behavior, find its causal roots

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ToolsInterviewsUse casesCustomer journeysExperience maps

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Thank youMike Rivera@heavywinter

Coming in November