Robert Barlow-Busch VP User Experience, Boltmade
@becubed
Designing for Disruptive Innovation
Photo by MonkeyC.net
Photo by Michael Verhoef on FlickrPhoto by Michael Verhoef
Security really mattersThe big assumption
Photo by Michael Verhoef on Flickr
Document exchange websiteThe preconceived solution
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Meet Joanne
The hero of our story
Product Manager
Photo by Ricky Tang
We’re going to build the best damn document exchange website we can.
—
What we heard
“Security is a huge concern.”
“We never send documents by email. Are you crazy?”
“It’s the biggest problem we face today.”
Meet Steve
The villain of our story
Consulting technologist
Photo by Esther Mari
We know what to do. My guys are already building it.
—
Wants to get things done. Is highly motivated by finishing the day’s work. Wants to be in control and confident of what’s happening at all times. Would be happy with more security, but values convenience more. Uses email as a detailed archive of project activity. Uses FTP to exchange files too big for email.
Strives to be seen as indispensible to customers. Is more concerned about quality than deadlines. Sends documents by courier when they’re too big for email. Really doesn’t care about security. Has limited computer skills outside AutoCAD.
Strives to save money for the organization. Held accountable for downtime due to technical issues. Cannot plan ahead. “Fights fires” all day. Loves the challenge of juggling priorities. Has a dedicated email account for IT emergencies.
This produced distinctive skeletons…
So Joanne took the project for executive approval
Solid customer insight
Differentiated product
Evidence of market demand
Lessons learned
Have a champion in a position of influence
Include the skeptics in your process
Don’t trust self-reported behaviors
Define the business and the job to be done