What We Can Learn From Gordon Ramsay To Design Better ProductsJAY HEAL User Experience Design Consultant

2004

• Observe

• Research

• Find the problems

• Redesign

• Test

Gordon’s formula for success:

40%

remained open after 1 year after filming

5%

industry average of restaurants survive after 1 year

• Observe

• Research

• Find the problems

• Redesign

• Test

Gordon’s formula for success:

Classic Design Process

STEP 1: Observe

TV’s one season wonders

My So Called Life

ABC - 1994

Undeclared

Fox - 2001

Studio 60 on the Sunset Strip

NBC - 2006

65%RENEWAL FAILURE RATE

Map 33 million worldwide users:

• Content viewed

• Content completed

• Common pause / stop points

• Common points content stopped and

never resumed

DavidFincher

The Social Network

Kevin Spacey

Chance of series renewal

70%

STEP 2: Research

Design is problem-solving.

Design without insights are just assumptions.

Assumptions are risks.

1998

• 3 Swedes set up an e-commerce startup in Carnaby Street, London

• $130 million raised in investment (inc. JP Morgan and Benetton family)

• 400 staff employed in 8 offices (London, Munich, New York and Paris)

• Fortune Magazine named it “one Europe’s coolest companies”

• 18 months on development before finally launching

• No research plan - didn't know if they were meeting a real user need

• Vision: the Amazon of sports and fashion retail

Hypothesis statementsWe believe that by [changing/removing/adding this feature]

For [these users]

Will [achieve this user goal]

We will know we're right/wrong when we see [this measurable]

Hypothesis statements - in practice

Talk to Boo, your personal assistant avatar

Latest trends

Search

View by category

Fake door experiment

STEP 3: Find The Problems

Examples of bad design thinking

The Five Whys - solving root problems

80%

Sedation rates for children who use the GE MRI scanner

0.01%

Sedation rates for children who use the GE MRI scanner

STEP 4: Redesign

• Menu redesign

• Restaurant decor

• Kitchen refit

• Changes in staff roles

Use the app or website

Order food

Find takeaway

User journey of food orderingHungry order

Order food

User journey of food ordering

Use the app or website

Time the order to arrive when

wife arrives

Phone call after work to discuss

options

Find takeaway Food arrives

Son off to bed for 8pm

Family order

Meal that everyone likesReal threat Real decision maker

STEP 5: Test

Thank YouJay Heal JUST EAT - CONTRACTOR

www.jayheal.co.uk

@jaymichaelheal

Questions?Jay Heal JUST EAT - CONTRACTOR

www.jayheal.co.uk

@jaymichaelheal