DisruptiveInnovationTheoryUXBetter ProjectsMike RiveraUX DirectorSlice of Lime
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YoungDays
EarlyCareer
MidCareer
1997 Mid 00s 2011
GradSchool
What is Disruptive Innovation Theory?
http://www.christenseninstitute.org/key-concepts/disruptive-innovation-2/
…[transforming] an existing market…by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo.”
”…[transforming] an existing market…by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo.”
”
GoalsAlign the tools and language that design and business use.Adapt & strengthen current UX practices.
Disruptive InnovationJobs to be Done
Four Forces
Time
Perf
orm
ance
Least demanding
Mid tier demands
Most demanding
Disruption
Jobs to be Done (JTBD)
Marketing Malpractice: The Cause and the Curehttp://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure/
Jobs-to-be-Done blogjobstobedone.org
Critical Path podcasthttps://itun.es/i6xz6Nf
Kano Analysishttp://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
Stop Designing for ‘Users’: Design for Activitieshttps://medium.com/design-ux/9c5e582b3ec8
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”Theodore LevittHarvard marketing professor
“
http://hbr.org/2005/12/marketing-malpractice-the-cause-and-the-cure/
Situations drive behavior**not someone’s traits
Listen to music while runningAction Object of Action Focus
FunctionalSocialEmotionalJTBD can have three dimensions
http://blog.mailchimp.com/new-mailchimp-user-persona-research/
Big TakeawayBase decisions on customer situations, not customer traits
ToolsInterviews5 whysKano Analysis
Four Forces & TimelineJobs-to-be-Done blogjobstobedone.org
Jobs-to-be-Done Radio podcastitun.es/i6xn5bd
Chris Spiektwitter.com/chriscbs
Bob Moestatwitter.com/bmoesta
BJ Foggbjfogg.com
Habit of the present Push of the situation
Anxiety of the new Magnetism of the new
Status Quo Progression
Habit of the present Push of the situation
Anxiety of the new Magnetism of the new
Functional
Social
Emotional
This force can trumpall others
People don’t like change
Powerful force
Good enough”“
Drawbacks of new
Non-consumption”“
PassiveLooking
ActiveLooking
Deciding Consuming
Exposure Event Event Purchase Experienced
Big TakeawayTo understand behavior, find its causal roots
ToolsInterviewsUse casesCustomer journeysExperience maps
Thank youMike Rivera@heavywinter
Coming in November