On Twitter: @Dr_RyanKasper
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.
A key tool in the design process for UX professionals is concept testing. Traditionally, concepts for new products or design approaches are tested qualitatively by showing potential users visual sketches or wireframes during an interview session. While this approach can generate rich information about individual reactions to the concept, it is difficult to extrapolate to understand reactions from a larger potential user base. This poster will outline the methods we have used to enhance concept evaluation by including quantitative user reaction surveys that combine UX and market research techniques, as well as describe how this methodology can motivate further concept development.