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2.009 Product engineering processes they want what they know people don’t know what they want

people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

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Page 1: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

2.009 Product engineering processes

they want what they know

people don’t know whatthey want

Page 2: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

what the customer really needed

how the customer explained it

Page 3: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

A product opportunity

user need + idea + market + doable

3-ideas presentation

Page 4: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

Processes:individual creativity strategies

Vianna Quenon200

DANCING LCHAIR ( f

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Page 5: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

Processes:individual creativity strategies

Page 6: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

why raise the bar?“the best way to get a good idea is to get a lot of ideas”

Linus Pauling, 1901-1994Chemist, Nobel prize winnerNobel peace prize

Nature of chemical bonds

Page 7: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

Processes:individual creativity strategiesbrainstorming

Page 8: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

Processes:individual creativity strategiesbrainstormingone-on-one/few discussions

Page 9: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

Processes:individual creativity strategiesbrainstormingone-on-one/few discussions (idea fair)

secondary research (treasure hunt)

Page 10: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Treasure huntfeedback

first in: Pink B at 5:54 pm Wednesday  last in: Red A at 11:54 am Thursday

overall, well done!

Page 11: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Treasure huntfeedback

first in: Pink B at 5:54 pm Wednesday  last in: Red A at 11:54 am Thursday

overall, well done!

Page 12: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Treasure huntfeedback

top sections: incorporated the question into their responseprovided all of the requested information, plus additional contextprovided correct, consistent citationsprovided a nicely formatted, easy to read documentused resources efficiently (and asked for help!)

Page 13: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

0

20

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Blue

B

SilverA

PinkB

RedB

GreenA

SilverB

RedA

YellowA

PurpleB

GreenB

OrangeA

Blue

A

PurpleA

YellowB

PinkA

OrangeB

Treasure huntresults

top scavengers: blue b

orange b

Page 14: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Treasure huntsome team lessons

how did your section manage delegation?

Page 15: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

Processes:individual creativity strategiesbrainstormingask, one-on-one/few discussions (idea fair)secondary research (treasure hunt)in-context observation of users

Page 16: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities observing people, observing things

Page 17: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities observing people, observing things

you are a detective looking for clues

Page 18: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

why observe users?you will learn something!increase your odds for a successful product

right now…identify leads for opportunitiesdefine product goals

observing people: 5 PM today in 3-333

Page 19: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Observation exercise the opportunity-finding process has just begun!

each person in your section will sign up to observe at one of several place options based on your observations, report at least one new, product opportunity to the team in lab next week

at the end of class, organize as section and complete ‘observation places’ signup form

who is going where page in case you want to work in across-team groups of up to 3 (recommended)

Page 20: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

Processes:individual creativity strategiesbrainstormingask, one-on-one/few discussions (project fair)secondary research (treasure hunt)in-context observation (observation exercise) engineering (feasibility) estimation

Page 21: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Estimation exercise some practice

estimate the usable energy in a C size battery

2 minutesblank index cardname and section on top of pageno computers or mobile deviceshand in to center isle

Page 22: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Usable energy in a C cell solution example

Develop a modelsimple, familiar, analogous

E = P x t

Page 23: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Usable energy in a D cell solution example

Apply some numbers, check units

E = P x t

Flashlight bulb: 5WBattery life: 3 hr

(10800 s)C cells: 2

2E = 5 J/s x 10800 sE = ~3 x104 J

Page 24: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Identifying opportunities user need + idea + market + doable

engineering estimation

Something that requires practice (and creativity)

order of magnitude calculations, back of the envelope

why?explore the feasibility ideas and potential degree of difficulty quickly, even though many details are unresolved

analysis analog of an idea sketch

Page 25: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Feasibility estimationgeneral approach

1) you have an idea!

3) develop/ideate analogous models

4) apply quantities, checking units

2) what worries you? (critical feasibility questions)

5) decide if answer seems believable

Page 26: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

Good news everybody!I have an idea

Page 27: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

An idea!battery powered, hand-held foam cutter

is it feasible?

key “is it possible” question

name on index card 1 minuteno computers or mobile

Step 2

Page 28: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

An idea!battery powered, hand-held foam cutter

is it feasible?

Steps 3 + 4develop an analogous modelsome numbersdecide if it is feasible1 minuteno computers or mobile

how big for reasonable use time? how much battery? power?

key question?

Page 29: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

An idea!Battery powered, hand-held foam cutter

light bulb 100 Wsphere dia. ~4 cmarea ~ 50 cm2

need ~2 W/cm2

wire dia. 0.1 cmwire length 15 cmwire area ~5 cm2

power: 2 W/cm2 x 5 cm2

~10 W

how big? power?

reasonable?key question?

Page 30: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

An idea!Battery powered, hand-held foam cutter

power ~10 W reasonable: yes

what next?feasibility test (sketch model)

Page 31: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

A sketch model!battery powered, hand-held foam cutter

what next?sketch model

Page 32: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

and last…some logistics

observing people: 5 PM today in 3-333

over the weekend: read chapters 3 and 4 in textread details for the 3-ideas presentation

if you have not received email from me yet… add drwallac, drwallace as safe sender

Page 33: people don’t know what they want - MIT · people don’t know what they want. ... observing people, observing things you are a detective looking for clues. why observe users? you

now!organize for observation exercise

one section member completes web signup formwho-is-going-where summary online

scored treasure hunt submissions will be emailed to your section