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MATTHEW WATE
DON’T DO SHITTY STUFF!!!!!!!
A GIRAFFE’S COFFEE WOULD BE COLD BY THE TIME IT REACHED THE BOTTOM OF IT’S THROAT.
EVER THINK ABOUT THAT? NO.YOU ONLY THINK ABOUT YOURSELF.
Hold on…How can a giraffe drink coffee?Giraffes don’t even have thumbs!!!
I’M FABULOUS.
BITCH, PLEASE.
Fine coffees and juicesGuys, crisis. The big boys are talking
reshuffle. Giraffes are hating our coffee, it’s all over the message boards! We’re getting slaughtered on social media, Carte Blanche
are doing a story.
Blah blah, don’t throw out the baby with the bath water, let’s not reinvent the
wheel, look for the low hanging fruits, blah blah blah blah.
Get it done by Monday.
“We need hotter coffee”
WHAT ARE WEDOING HERE?
PO and UX – double team this thing
POStrategy, Long term
vision, business numbers and
analytics
UXIs the user in the room,
Is responsible for making sure solutions fit within
ecosystem
It all starts with “Know”
Know the challenge
Know the user
Know the why
BRAINSTORMING
Know the Challengeaka - What’s the real objective?Features are not objectives
Start at the underlying challenge, opportunity or need
How are the users solving this problem now?
Match the real world experience
The real opportunityGiraffes only drink once a week (less than camels)
The real opportunity
Giraffes only drink once a week (less than camels)
45L per turn which is 180 cups per giraffe per week
The real opportunity
Giraffes only drink once a week (less than camels)
45L per turn which is 180 cups per giraffe per week
There are 80 000 in Africa
The real opportunityGiraffes only drink once a week (less than camels)
45L per turn which is 180 cups per giraffe per week
There are 80 000 in Africa
At $2 per cup market will be $28,8 million per week
Know the user
• Facts, not anecdotes• Know the ecosystem• How do they do this now?• Why would the use our service?• What influences the decision?
• What can we control?• What can’t we control?
It is extremely difficult for giraffes to drink water.
Because of this they spend 80% of their day eating Thorny
Acacia to get moisture from the leaves.
Giving them coffee will result in more personal time and the added caffeine will give them more energy to deal with the demands of this extra time
Know the why• Why should we do this?• Why do we care?• If you don’t know why, how will the user?• Why is this more important that the other
things we need to do?
Ultimately, why should we care?
Results of the Brainstorm
?
Research
Number of Giraffes willing to wear mask to drink coffee
60% of all surveyed giraffes would like an alternative to acacia leaves
Time spent consuming liquid
Ice tea
Thorny Acacia leaves
$22$20$18$16$14$12$10$8$6$4$20
Average number dollars giraffes are willing to spend per day on drinks
0
Ideas, have them, share them, compare them
So, what do we think?
What about Ice Tea?
Do some mock ups, do some testing
Build, test,learn
Iterate, iterate, iterate
• Incremental change• Small changes mean small failures (which cost less)• Big bang changes could backfire in costly ways• Know the unicorn destination, get there a step at a time
Innovate all the time…
Takeaways
• Start the UX process at the same time you kick off a project• Unpack objectives, get to the heart of the issue• Workshop with everyone• Wireframe and prototype (but do the right one at the right time)• Build, test, learn• Iterate, never stop innovating