Root Cause Analysis
- the first answer might not be the right answer –> DIG DEEPER
- WHY is that our problem?
- 5 Why’s: Problem – Why – Why – Why – Why – Why – Solution
- one branch at a time, like a mind map
- Rethink how you’re facing the problem
- We are often NOT the average consumer
- to find it: go out and talk to people –> Thinking tool –> VALIDATE!
- Research: explore problems
- BUT! It’s not going to be perfect
- Hypotheses: test
- If a solution has a minor cost and relatively high success, then why not try that out?
- User Needs: unmet needs, improved experience
- Money/profit: high revenue, low costs
- Business: brand and strategy alignment, skill sets/expertise, resources (human and financial); cost of doing something: what product can we NOT do to invest in ONE thing
- Technology: new capabilities, technical debt (every time we cut a corner, we can hinder design or meeting customer needs; keeping up with technology)
- find the partner you need to be successful
- you don’t have to do everything
- WHAT do I have?
- WHAT am I missing?
- Partnerships –> Re-evaluate –> What do we need to do next?
- Creating capabilities
- creating something customers love
- Starting points can be uncomfortable
- users may not know how to articulate what they need –> they don’t know what the solutions are
- Design: foresee
Reaching Your Stakeholders
- articulate what’s going on
- Recommended Reading: “Crucial Conversations”
- Reframe the conversation: find the path that’s right / towards what will drive the results
Avoiding the “Me Too” Products
- Experience Continuum
Identifying Markets for Global Research
Where should we do research?
- country differences are not useful
- (a) Is the design fundamentally different?
- (b) Data entry: is the paradigm fundamentally different?
- (c) Are consumer behaviors fundamentally different?
- (d) Are the countries fundamentally different in any relevant way?
- BIGGEST DIFFERENCES, not biggest markets