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Transcript of HCD template
HCD templateXE | 2013
adapted from IDEO and Whitney Hess1document mapWhat is the customer need?How will we meet that customer need?
conceptWhat is the product?What is the user experience?What is the market for the product?What is the total cost for the product?How are we progressing vs. milestones?Should we continue with build?Did we deliver what we set out to deliver?launch
visionexecution2What are we going to do, and for whom?concept
2. How will we meet that customer need?
a. What is the product or service?Describe the product/service in 2-3 sentences, in non-technical language.b. What other similar products are out in the market today?Are there other similar products already out in the market? This includes direct competition, substitute products, and even our own products.Is the proposed product clearly differentiated from those other products? If yes, how so? If not, why not, and how will we ensure the proposed product is the preferred product?[HELP ] Clear differentiation is important, not just from competitors or substitutes, but also within our portfolio, in order to be able to properly position the product. If the main differentiator is simply price, especially from a product already within our portfolio, then it is likely just a variant.7
2. How will we meet that customer need?
c. How do customers get the product?Describe the main ways in which customers can get the product, and basic charging approaches (purchase, subscription, licensing, etc).d. How and where will customers use the product?What are the different situations in which the customers will use the product? What are the customers key goals in using the product?[HELP ] Refer to the different users and situations you outlined in section 1c, to ensure cohesiveness throughout this document.8
Can it be done, and what will it take to do it?concept9 3. What is the product?
a. What are the key details of the product?Summarize the pertinent product details, in non-technical language. Include summaries of differentiation, positioning, and pricing.[HELP ] This is a summary of 2a basic product description, 2b positioning, differentiation, and 2c access, pricing.10 4. What is the user experience?
a. What are the users goals in using the product? What are the key tasks?Describe what the users main goals are when he/she uses the product. This ensures that we are clear on what the end result should be, even as we explore multiple options for achieving it. The goals should be stated from a user point of view, e.g., send a message to my contact using my own mobile number, regardless of the device Im currently using.Other key tasks that the user needs to perform while using the product should be included here, e.g., log in to my account, save a favorite link, or even assemble the product, install the product.[HELP ] The user goals should clearly reference the key needs as stated in section 1a.11 4. What is the user experience?
b. What are the scenarios that the user will face when using the product?Describe the situations in which the user will use the product. Then think about the different tasks that the user has to accomplish, and the possible outcomes of each, and what we want the user experience to be for each outcome. Again, describe it from the point of view of the user, e.g., I want to know that my message was sent successfully, I want confirmation that I was logged in to my account.You may need to add more pages here. Feel free also to use diagrams, drawings, or pictures, to get a better feel for the user experience.[HELP ] Refer to the different users and situations you outlined in section 1c, as well as the goals and tasks in section 4a.12 4. What is the user experience?
c. What is the users experience throughout their relationship with us?Walk through the customer lifecycle, and describe the key experiences around each stage:How does the user get to know about the product and its features?How does the user evaluate and acquire or buy the product?How does the user activate the product, so they can start using it?How does the user pay for the product?How does the interact with us for inquiries and other needs, and through what channels can they contact us?Does the user need to do anything to continue to use our product, e.g., renew a subscription, top-up their account?[HELP ] No need to discuss the USING stage of the customer lifecycle here, as that should have been covered in previous sections.13 user-centricity checkpoint
USE CASES : BasisYesNo1. There is reference to at least 1 market study as basis of the proposition and user experience of the service. 2. The study clearly indicated the appropriateness of the service proposition to the identified Personas of the service. 3. Findings of the research clearly indicated the need for the service. 4. The user experience proposition of the service is aligned with the habits, lifestyle and thinking of the target market. 5. The study expressed the target markets willingness and predisposition to buy and/or consume the service. USER EXPERIENCE : ClarityYesNo1. Main goal of the service is explicitly and clearly stated in 2-3 sentences, using non-technical language. 2. At least 3 user needs and wants that are being addressed by the service have been identified. 3. The general steps of how users will consume the service is expressly written.4. All information needed in order to understand how the service works are written and explained. 5. All descriptions and listing of general features are complete. 6. Alternative user experience propositions are also presented as options when the ideal user experience is not possible. 7. Service proposition is adequately explained in order to create scenarios from the user experience proposition.8. Descriptions are user-centric: based on how users will consume the service and not based on features alone. 9. If the user experience has a long list of features and user needs, these are properly categorized. 10. If the service is complex, it is simplified by grouping similar or related features together within ten (10) logical groupings at most. 14 product idea quality
A set of attribute statements per category shall be used to assess qualityIf attribute exists, the product idea gets a score of 1If attribute does not exist, it gets 0
60% rule - A product idea must get a weighted score of 6.3 (10.5 being the highest) to get a passing mark. Below passing mark indicates need for rework of product idea documents.
CategoryWeightMax Raw ScoreMax Weighted ScoreResearch Information20%51.0User Experience Proposition20%102.0UI Plan15%101.5Personas15%101.5Task Scenarios30%154.5TOTAL5010.515
Can we do it, and can we sustain it?concept16 5. What is the market for the product?
a. Who are the different users, and how will they use the product?List down the different user groups previously identified, and for each group, answer these questions:How many people do you estimate belong to each user group? Refer to analytics and reports, but also feel free to use other sources, if no direct information is available.Of these people, how many of them will buy the product, at the suggested price point? Try to think of other reasons beyond the price point as well, such as already having a similar or substitute product to meet the need, or not having an urgent enough need for the product.Think of their usage patterns how often, how much, and how long (the lifetime of the product with these customers).[HELP ] Remember also that you might be able to increase uptake and usage of the product through pricing and promotions, but it does affect the total business case (e.g., lower price means lower revenues unless the volume increase compensates; advertising can increase awareness but it costs money, so be sure to account for that in section 6b.17 6. What is the total cost of the product?
a. What are the costs associated with developing the product?Costs here include: hardware, software development, and the man-hour cost of all those involved in the development of the product, i.e., the entire project team, from the sponsors, to the designers, to the project managers, to all members of the different delivery teams.Be sure to also include the costs associated with developing business support tools for the product, such as activation tools, or reports. These should not be treated as separate from the product, as they are necessary to deliver an end-to-end product experience.[HELP ] Be sure to cover all costs even internal development incurs a cost.18 6. What is the total cost of the product?
c. What are the costs associated with supporting the product?Costs here include: training (for sales, customer care), customer support operations, ongoing support operations, expansion costs (such as licenses or additional hardware) anything involved in keeping the product going for as long as people are using it.This could also include ongoing advertising, and enhancements to upgrade/refresh the product, to sustain or extend the products life.[HELP ] If we can project usage and revenues into the future, we should be able to project costs accordingly.20 Business case summary
total expected revenue
projected product lifetimeCostsdevelopment costs
total expected costs
A negative business case means that we need to rework the design, delivery, and/or the go-to-market approach, in order to increase projected revenues or decrease estimated costs, while ensuring we still address the