How to Make Products People Want: The Outcome-Driven Approach To Innovation

transcript

How to make products people want

Jean-Francois Hector – User Experience Strategist

It’s very hard to make people want to use things. It’s easier to make things people want to use

What outcomes are customers trying to achieve? Can we make it easier?

How do we get people to use our product more?

What outcomes are customers trying to achieve? Can we make it easier?

Most product teams lose sight of this question.

We focus on feature ideas and lose sight of desired outcomes.

Outcome Driven Innovation

(aka Jobs-to-be-Done)

Outcome Driven Innovation

is a powerful way of thinking that puts

customers’ and the business’ desired outcomes

and at the centre of every conversation.

2 key ideas

4 simple tips

Idea 1

Product or feature

People don’t want products or features. People want outcomes, and hire products

to help them achieve these outcomes.

Desired outcome

Product or service

A nice lawn

A lawn-mower

A comfortable homeand saving money

A connected thermostat

Wake up, warm upand feel pleasure

A hot caffeinated drink

On my way to work

A weather app

Enjoy my day and stay dry

I’m going to be across multiple locations today

Idea 2

Focusing on product features makes innovation hard. Focusing on the outcomes customers want to achieve

makes the path to successful innovation clearer.Apple Watch Support

Today screen

AnimationsFavorite locationsDaily snapshot

Local forecast summary

App customisation

GPS tracking

Interactive onboarding

Push notificationsHourly forecasts

Accessibility features

Search for locations

Desired outcomeContext

makes the path to successful innovation clearer.

Design solution?

Idea #1. People don’t want products or features. People want outcomes, and hire products

to help them achieve these outcomes

Idea #2. Focusing on product features makes innovation hard. Focusing on what customers want to achieve

makes the path to successful innovation clearer

Understanding needs

Identifying opportunities

Designing solutions

Testing solutions

Tip #1. Don’t capture requirements as feature ideas. Capture requirements as desired outcomes

“What features should the product have?”

Desired outcome

Product or serviceContext

Desired outcome

Product or service

“What outcomes are customers trying to achieve?”

“What outcomes are we (the business) trying to achieve?”

Context

“What social features should the product have?”

Achievements

Badges

Free credit

Ambassadors

Tweet from the app

Leaderboard

Competitions

Points

Local competitions

Facebook integration

“What outcome are we trying to achieve by adding social features?”

Achievements

Badges

Free credit

Ambassadors

Tweet from the app

Leaderboard

Competitions

Points

Local competitions

Facebook integration

Users behave in a way that is considerate of other users

“What outcome are we trying to achieve by adding social features?”

Users behave in a way that is considerate of other users

“How might we make users behave in a way that is considerate of other users?”

Understanding needs

Designing solutions

Testing solutions

Tip #2. Don’t focus on how to be different. Make it easier for customers to achieve the

outcomes they want, in the context they’re in.“How do we differentiate ourselves in the category?”

Context Desired outcome Problems and pain points

outcomes they want, in the context they’re in.

Context Problems and pain points

1. Desired outcome What do customers want to achieve?

Problems and pain points

2. Context What situations

are they in?

3. Problems and pain pointsWhat pain points and

obstacles get in the way?

2.What situations

are they in?

3.What pain points and

Problems and pain points

are they in?

3. Problems and pain pointsWhat pain points and

Feasibility

Understanding needs

Designing solutions

Testing solutions

Tip #3. Don’t design from feature ideas.

“What should the [XYZ] feature look like?”

Tip #3. Don’t design from feature ideas.Design towards desired outcomes

“What should the [XYZ] feature look like?”

“How might we make it easier to achieve this outcome in this situation?”

“What should the personalised dashboard do?”

Problems and pain points On way to the station

Get my train without stress

On way to the station

Get my train without stress

“How might we make it easy for peopleto get their train without stress

when on their way to the station?”

Understanding needs

Designing solutions

Testing solutions

Tip #4. Don’t review screens out of context. Review how your design solution takes customers

from a starting situation to a desired outcome.

“This is our recommended design for the [XYZ] feature.”

Starting situation

Desired outcome

Design solution

Tip #4. Don’t review screens out of context. Test how quickly and easily your design solution takes

customers from starting situation to desired outcome.

I’m in a rush Fuel upDesign solution

Let’s recap

Tip #1. Don’t capture requirements as feature ideas.Capture requirements as desired outcomes

Tip #2. Don’t focus on how to be different.Make it easier for customers to achieve the

Tip #4. Don’t review screens out of context.Test how quickly and easily your design solution

takes customers from starting situation to desired outcome.

Thank You