why it is impoirtant to consider user needs
TRANSCRIPT
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?”