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One of the key challenges of product development is the ability to identify and prioritize specific areas of improvements and innovation. In this talk we describe how we applied a new approach to understand and prioritize users’ needs and motivations in order to drive innovation. This approach used field study interview research, synthesized in a mental model, and combined it with a business strategy methodology called Jobs-To-Be-Done. This allowed us to prioritize the jobs that users are trying to accomplish, and we were able to use this information to guide innovation efforts for our products. These techniques will give practitioners the tools they need to prioritize user needs and influence decision-making.