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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
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@luiseduardodejo2
Привіт Львів !!!Google told me, sorry if there’s a mistake!
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@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
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A bit of me
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@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
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@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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@luiseduardodejo7
Case 1: Bringing (or not) a Video LTE product to market
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@luiseduardodejo8
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@luiseduardodejo9
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@luiseduardodejo10
Spending many hours in downloads is the cost of having the latest content
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@luiseduardodejo11
pic of hard disks
And even making socializing with friends an excuse to exchange the latest content
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@luiseduardodejo12
What problem were we trying to solve?
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@luiseduardodejo13
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
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@luiseduardodejo14
Case 2: Using different lenses to understand a smart city
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@luiseduardodejo15
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@luiseduardodejo16
what we did
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@luiseduardodejo17
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@luiseduardodejo18
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@luiseduardodejo19
?http://www.makingdifferent.com/wp-content/uploads/2014/11/New-upcoming-smartphones-in-2015.jpg
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@luiseduardodejo20
There are too many contradictions between how companies and people see “smart”
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@luiseduardodejo21
GDPInventory
Deflator
Exports
Trade Balance
Growth
Imports
Price
InflationConsumption
Supply
Balance of Payments
Metrics of “success”
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@luiseduardodejo22
Efficiency is king
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@luiseduardodejo23
Life is inefficient
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@luiseduardodejo24
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
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@luiseduardodejo25
What about citizens?
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Are we really making cities smart?
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@luiseduardodejo27
create and capture
economic value
solve citizens
problems
foster the creation of
digitally (IoT) enabled services
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@luiseduardodejo28
Last Mile Logistics
Air QualityCity Commute
? Noise Pollution
?
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@luiseduardodejo29
Last Mile Logistics
Air QualityCity Commute
? Noise Pollution
?
Making the invisible
visible
Access,lifestyle & participation
(More info at linkedurban.com)
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@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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@luiseduardodejo31
Attitudes that are useful to reframe problems
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@luiseduardodejo32
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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@luiseduardodejo33
We do this with a real spirit of understanding and learning, not selling.
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@luiseduardodejo34
We try to be in the user context as much as possible.
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@luiseduardodejo
We avoid yes-no questions and search for stories
35
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@luiseduardodejo36
We ask WHY
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@luiseduardodejo37
We are clear on the differences between “tell me how you do” vs “show me how you do”...
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@luiseduardodejo38
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
39
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@luiseduardodejo40
We are not afraid of asking dumb questions
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@luiseduardodejo41
Reframing problems takes effort, attention, and practice, and sometimes even rough times within a project
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@luiseduardodejo42
“You’ll never stumble upon the unexpected if you stick only to the familiar”
Ed CatmullFounder of Pixar
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@luiseduardodejo43
What opportunities do you have to reframe and collaborate with a new perspective in your current projects?
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@luiseduardodejo44
“Technology is the answer, but what was the question?”
Cedric Price
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@luiseduardodejo45
Дуже дякую!!!In case Google got me in trouble
I meant THANK YOU SO MUCH!!!