JTBD

UX Agencies Sell (and Clients Buy) Informed Decision Making

UX Agencies Sell (and Clients Buy) Informed Decision Making

What is User Experience (UX)? UX is a process, an approach, a way of thinking and an outcome. Outcome, in particular, is the key aspect to UX’s value. Are you solving a real problem? Are you tackling something meaningful to people? Are you bettering the organization, the system, the… whatever? I hope so. Otherwise, you’re selling an inferior product (be it a physical thing, a service, an idea, etc.). Let’s also be clear that outcomes are not journey maps or competitive analyses or any number of other artifacts that will be generated during the course of a project. As much…

Explore Pixar‘s Relationship with Their Customers

Explore Pixar‘s Relationship with Their Customers

Ed Catmull, CEO of Pixar, was asked to comment on kids as consumers. Specifically, the question asked about Pixar’s views on the trends they see amongst their five-year-old demographic (skip to the 24:10 mark in the video). His answer: Five year olds actually haven’t changed as much. Clearly, the teenage world has changed a lot more because of the way media is spread. So that’s actually the bigger change. For the children, we haven’t seen much. In terms of the way we think about our stories though, we don’t segment them in that sense. That is, we do make movies that…

Elevate your understanding of the Jobs-to-be-Done Four Forces Diagram

“Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption” by John T. Gourville provides support and context to better understand The Rewired Group’s Four Progress Making Forces Diagram. In particular, the article provides context for the push and pull concepts within the four forces diagram outlined below (and includes some of Clayton Christensen’s innovation concepts aded for good measure). The article explains the psychology behind consumer behavior and how sellers (or product designers) can tap it to increase sales. Some takeaways: The likelihood that someone will buy is based more on perceived value than actual value. Consumers use…

Change and the Habit of the Present

Christina Wodtke gave some needed depth to an old cliché: people don’t like change. Whether or not change is adopted, she argues, is not determined by a simplistic and innate dislike for new things. It’s determined by how well the change is communicated and how smoothly people transition to it. Wodtke writes: “…when a big change comes, the end user is focused on what they have lost: productivity, comfort, familiarity. And the user weighs that loss as three times more important that any gain that company professes to offer.” Her thoughts are like those that underly the ‘habit of the…