This is week 2 of the course I am taking on design. Week 2 focused on problem definition and user needs.
My first takeaway was the Kano framework. This was proposed by Noriaki Kano and shows the four different types of needs – must haves, linear needs, latent need and don’t care.
Latent needs were the most interesting to me. These are needs the user may have, but doesn’t know they have. Meeting those needs provides great satisfaction with the product.
Identifying user needs is a five step process:
1. Connecting with users through observation or interview
2. Collecting raw data
3. Coding data into needs statements
4. Flagging latent needs
5. Establishing relative importance of needs
1. Connecting with users
How many users is enough? Research has shown that an S-curve develops with the relationship of number of users interviewed and the number of needs met. The S-curve peaks at about 10 users, so 10 is a minimum number, but many more than that are not much more helpful.
2. Collecting raw data should be done in the users voice, verbatim.
3. Coding data means translating the raw data into needs statements
Rule 1: Needs statements are as specific as the raw data
Do not abstract user comments
Rule 2: express needs without implying a design concept
Focus on the WHAT and not the HOW
Leave the solution concept open for exploration
Other:
Express needs as an attribute of the artifact
Avoid words must and should -don’t establish relative importance
Arrange hierarchically
Cluster by similarity
One need is usually more general and can be the primary need
Other needs in cluster are secondary needs
Summary
How can this help me as a process designer and business analyst? First, this reminds me to collect my data verbatim, and only translate it into needs statements later. Coding raw data into needs statements using the two rules will help me make better design decisions.
