Beyond Shipping
People > Product > Profit
Chris Courtney / Bloc.io / @designhawg
#CHIHTML5 / #premaking
Culture of slogans
High Signal, Low Noise
#CHIHTML5 / #premaking
Low Signal, High Noise
#CHIHTML5 / #premaking
Reality check
#CHIHTML5 / #premaking
Wrong question
What canwe provide that our customers want?
Right question
What problemsdo our customers have?
Advantages
Reframing allows youto properly considerthe actual problem
Moves organizationfrom current limitationsto focus on potential solutions
Any tests willbe focused on accuracyof the solution
Tale of
two projects
Sirens vs. Election Center
Active log of police, fire issues happening through the city, each incident geo-coded and searchable
Home for candidate information and race results for federal, state, city and county contests.
Whichproject solved a problem?
Sirens vs. Election Center
Creating Sirens told people what was going on when they heard a siren.
Making Election Center repsponsive made candidate information available in the voting booth.
Winner
Election Center
solved a problem for the audience
Loser
Sirens
provided a feature no one asked for
...but it's amazing
#CHIHTML5 / #premaking
Conference attendees might have used it...
...but conference organizers did see where it solved a problem
SL: We have this amazing product
Customer: Do you print the schedule as well?
SL: Nope, we replace it.
Customer: Then how do I make up the lost money?
We built
a great product but...
...we failed to understand the problems of our potential customers
superior mentorship
Designer of Designers
Books we love @ Bloc
Stop chasing profits
#CHIHTML5 / #premaking
Start solving problems
#CHIHTML5 / #premaking
QUESTIONS?
#CHIHTML5 / #premaking
Thank you
#CHIHTML5 / #premaking
Exercise Time!
SNDSF / #thinktank
Personas
Kimberly
Kimberly
32, professional, immigrant, working mom
She is a dentist, focusing on family care
Has twin girls, 6, who are getting into soccer
Kimberly
Concerned about public transit,
water quality at home and school
Considering move to the suburbs
over growing crime concerns
Kimberly
32, professional, immigrant, working mom
She is a dentist, focusing on family care
Has twin girls, 6, who are getting into soccer
Concerned about public transit,
water quality at home and school
Considering move to the suburbs
over growing crime concerns