user motivation: aproduct development framework
DESCRIPTION
A presentation made at dCamp Bangalore about using Maslow's Theory in determining feature priority...TRANSCRIPT
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User motivationa product development framework
-navneet nair
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• more features the better• less is more• form follows function• the competitors have it, let’s have it
Lets talk features
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• i want it yesterday• time to market• feature creep• delays
Lets talk schedule
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• feature rich but buggy• looks great but delayed• missing key features
Where does it meet
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• look at the market• speak to the user• develop a framework
Good place to start
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Framework?
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• not a new concept• based on maslow’s pioneering work• hierarchy of needs
User motivation
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• the desire or willingness to achieve something• can that something be a product• how motivated is the user towards purchase
Motivation
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• physiological• safety• belonging• esteem• actualization
Maslow’s levels
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• basic need• ‘must have’ feature• every competitor has at least this much• defines the product
Physiological=functionality
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• works• does not break• does not loose user information• does the company/community support the product
Safety=trust
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• do the voyeurs use it • do your friends use it• is there a community you can fall back upon
Belonging=social
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• end to end experience • beyond user experience• user delight
Esteem=experience
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• no further motivation required • beyond competition
Actualization=pride
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study the market, define the product, build the basic product, get the interactions right
get a stable product, invest in quality, customer support
gather evangelists, build the community, make sure the right people are using it
invest in the brand experience cycle, marketing-to-point of sale-to-user experience-to-support
sit back, relax, start work on the next great product
The ideal process
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• it is not feasible to use these stages as release cycles• market conditions will determine your release• getting the needs in the right order could determine success• is user motivation a reasonable framework• some examples
The world is not perfect
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Case studies
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• stunning industrial design• object oriented operating system• high performance display postscript• high speed magneto-optical drive
NeXTcube
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Steve Jobs
“If you want to make a revolution, you have to raise lowest common denominator.”
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• by raising the denominator the pyramid was inverted• too much focus on the top of the pyramid• this delayed the project and did not allow the market to react early• this is another way of saying the market was not ready
The NeXTcube failed
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• stunning industrial design• excellent integration with a music web-store• intuitive user interface
Apple iPod
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Steve Jobs
“I wish developing great products was as easy as writing a check. If that was the case, Microsoft would have great products.”
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• it does look like a product that was developed top down• but that’s not the truth• it began with the soundjam acquisition for itunes• there were mp3 download sites users were used to• but the itunes music store made things easy• sales did not take off dramatically till 2004• after the usb and pc versions made the appearance
The iPod is a success
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Q&A