Is That the Right Problem? Using User Research to Reframe Projects (Luis Eduardo Dejo Product...
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Transcript of Is That the Right Problem? Using User Research to Reframe Projects (Luis Eduardo Dejo Product...
Is that the right problem? Using User Research to Reframe Projects (a.k.a. changing the conversation by understanding users)
@luiseduardodejo
T Arena Lviv, 2016
@luiseduardodejo2
Привіт Львів !!!Google told me, sorry if there’s a mistake!
@luiseduardodejo3
https://s3.amazonaws.com/citybuzz/2016/02/ukrainian-village-chicago-where-history-meets-trendy-living/ukrainian-village-chicago-where-history-meets-trendy-living-1.jpg
A bit of me
@luiseduardodejo5
goal. start a conversation on how understanding users can help us get new perspectives by sharing two cases, some learnings and a few attitudes regarding innovation projects
@luiseduardodejo6
“…in most of the cases, problems are expressed as solutions (“we don’t have an app”) or as a consequence (“our process is slow”)…”
Inspiring conversation with Luis Arnal
Founder of Insitum
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Case 1: Bringing (or not) a Video LTE product to market
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@luiseduardodejo9
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Spending many hours in downloads is the cost of having the latest content
@luiseduardodejo11
pic of hard disks
And even making socializing with friends an excuse to exchange the latest content
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What problem were we trying to solve?
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Learnings: a defensible innovation cannot be in the tech/product aisle only, it has to be somewhere else too (content, brand, service, business model, structure, etc.)
If we are willing to provide a great solution, we have to be ready to let go our assumptions and even our own projects
@luiseduardodejo14
Case 2: Using different lenses to understand a smart city
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what we did
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?http://www.makingdifferent.com/wp-content/uploads/2014/11/New-upcoming-smartphones-in-2015.jpg
@luiseduardodejo20
There are too many contradictions between how companies and people see “smart”
@luiseduardodejo21
GDPInventory
Deflator
Exports
Trade Balance
Growth
Imports
Price
InflationConsumption
Supply
Balance of Payments
Metrics of “success”
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Efficiency is king
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Life is inefficient
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By http://www.flickr.com/people/jlascar/ Jorge Láscar - Own work, I took the picture and released it with as per license on this page, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=25773235
Focus on governments
@luiseduardodejo25
What about citizens?
Are we really making cities smart?
@luiseduardodejo27
create and capture
economic value
solve citizens
problems
foster the creation of
digitally (IoT) enabled services
@luiseduardodejo28
Last Mile Logistics
Air QualityCity Commute
? Noise Pollution
?
@luiseduardodejo29
Last Mile Logistics
Air QualityCity Commute
? Noise Pollution
?
Making the invisible
visible
Access,lifestyle & participation
(More info at linkedurban.com)
@luiseduardodejo30
Learnings: applying multiple perspectives is giving us different approaches and solutions.
We have to be open as those approaches might challenge our business model and current way of doing things.
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Attitudes that are useful to reframe problems
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We practice reframing by physically and mentally changing our point of view by seeing the world from the perspective of our customers
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We do this with a real spirit of understanding and learning, not selling.
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We try to be in the user context as much as possible.
@luiseduardodejo
We avoid yes-no questions and search for stories
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@luiseduardodejo36
We ask WHY
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We are clear on the differences between “tell me how you do” vs “show me how you do”...
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We also keep business impact in mind
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@luiseduardodejo
We don’t do this alone. That’s how make team members build empathy
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We are not afraid of asking dumb questions
@luiseduardodejo41
Reframing problems takes effort, attention, and practice, and sometimes even rough times within a project
@luiseduardodejo42
“You’ll never stumble upon the unexpected if you stick only to the familiar”
Ed CatmullFounder of Pixar
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What opportunities do you have to reframe and collaborate with a new perspective in your current projects?
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“Technology is the answer, but what was the question?”
Cedric Price
@luiseduardodejo45
Дуже дякую!!!In case Google got me in trouble
I meant THANK YOU SO MUCH!!!