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Designing for Unmet Needs 
Steve Portigal 
@steveportigal 
1
Click to edit Master title style 
Customer development is talking to users 
Designing for Unmet Needs Portigal
ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyeloeple today 
Flickr user Presidencia de la República del Ecuador 
Designing for Unmet Needs Portigal
ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyroleposed solutions 
Designing for Unmet Needs Portigal
CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle 
Study people to generate 
new ideas 
Show solutions to people 
to evaluate if they are 
desirable, usable, useful 
Designing for Unmet Needs Portigal
CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle 
Study people to generate 
new ideas 
Ethnography! 
Show solutions to people 
to evaluate if they are 
desirable, usable, useful 
Usability Testing! 
Designing for Unmet Needs Portigal
IC tlhicinkk t oa beoduitt Mit alisktee rt htiitsle style 
Study people to generate 
new ideas 
Show solutions to people 
to evaluate if they are 
desirable, usable, useful 
Learning about people’s 
behaviors, beliefs, goals, etc. 
will help you find opportunities 
to innovate and reveal if you 
are on the right track so far. 
Designing for Unmet Needs Portigal
TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research 
Avoid showing your best guess 
at a solution and asking “Do 
you like this?” 
Create provocative examples 
to surface hidden desires and 
expectations 
Image from Roberto and Worth1000.com 
Designing for Unmet Needs Portigal
TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research 
Avoid asking “Do you like this?” 
Don’t show your best guess at 
a solution; instead identify 
provocative examples to 
surface hidden desires and 
expectations 
Image from Roberto and Worth1000.com 
Designing for Unmet Needs Portigal
IC wlicoku ltdo leodviet …Master title style 
Designing for Unmet Needs Portigal
CDlriicvke tdoe ecdisiti oMnas swteitrh t iitnles isgthytle 
Designing for Unmet Needs Portigal
Click to edit Master title style 
What’s Stopping Us 
Designing for Unmet Needs Portigal
TChlicek r etos oeudrict eMsa csotenrv teitrlsea stitoynle 
2–3 weeks 2–3 weeks 2–3 weeks 
Who do you 
want to talk 
to? 
What do you 
want to do 
with them? 
Fieldwork 
Do 
something 
with the data! 
Screening criteria, 
recruiting 
Methodology, field 
guide, stimuli 
Analysis, 
synthesis, design 
Interviews, self-reporting, 
debriefs 
Designing for Unmet Needs Portigal
PCllaicnk ftoor etrdaitd Meoafsfster title style 
Who do you 
want to talk 
to? 
1 day 1 day 2 days 
What do you 
want to do 
with them? 
Fieldwork 
Do 
something 
with the data! 
Who can you get? 
Co-workers, 
intercepts on the 
street 
Wide-eyed 
observation, 
winging it 
Small sample, Debrief 
massively parallel 
data gathering 
Designing for Unmet Needs Portigal
CWliec kd oton ’et dhiat vMea ussteerr sti t-leo ustry pleroduct doesn’t exist yet 
Designing for Unmet Needs Portigal
COluicrk c tuos teodmite Mrsa satreer htiatlred sttoy lgeet to 
Flickr user Eric Gravengaard 
Designing for Unmet Needs Portigal
Yes you can 
Click to edit Master title style 
Resources, presentations and to purchase 
http://rosenfeldmedia.com/books/interviewing-users/ 
Designing for Unmet Needs Portigal
Yes you can 
Click to edit Master title style 
Resources, presentations and to purchase 
http://rosenfeldmedia.com/books/interviewing-users/ 
Designing for Unmet Needs Portigal
Yes you can 
Click to edit Master title style 
Resources, presentations and to purchase 
http://rosenfeldmedia.com/books/interviewing-users/ 
Designing for Unmet Needs Portigal
Click to edit Master title style 
You are not your user 
Designing for Unmet Needs Portigal
YColicuk a troe endoitt Myoausrt eurs etitrlse style 
Designing for Unmet Needs Portigal
Click to edit Master title style 
The Takeaways 
Designing for Unmet Needs Portigal
CWlircakp ptoin e’ dUitp Master title style 
• Learn about people’s behaviors today not just 
their thoughts about your solution 
• Create stimuli rather than just test prototypes 
• You are not your users 
• Find participants, plan your method, do your 
research, and analyze the data 
• Who you study isn’t always who you design for 
• Build infrastructure for ongoing user input 
• There are resources for learning (but then you 
have to go and learn by doing) 
Designing for Unmet Needs Portigal
CWlihcok ytoo ue dleita Mrna fsrtoemr tiistl en ostty wleho you design for 
What is the desired relationship to the product/service/brand/activity? 
• Typical user 
• Non-user 
• Extreme user 
• Peripheral user 
• Expert user 
• Subject-matter expert 
• Wannabe user 
• Should-be user 
• Future user 
• Past user 
• Hater 
• Loyal to competitor 
Triangulate through multiple perspectives 
By creating contrast, you reveal key 
influencing factors that you wouldn’t 
otherwise see 
Designing for Unmet Needs Portigal
CRleicckru tioti negd ict rMitearsiate: rT tyitplee sotyf lueser 
Think about the whole system: the chooser, 
the influencer, the user, and anyone who is 
impacted by those roles 
Challenge assumptions about who the 
organization is implicitly/explicitly designing for 
• Is that everyone? 
• Do they even exist? 
This will surface a broader sense – even prior 
to research – about who is affected by the 
product and who is being designed for 
When working with a global producer of 
sports apparel, it took four weeks to 
untangle the conflicts about who we 
should study. Their entire culture is based 
on their aspirational customer: a male 
lettered high school athlete. The bulk of 
their sales come from women 28 to 35. 
Designing for Unmet Needs Portigal
Click to edit Master title style 
Thank you! 
Portigal Consulting 
www.portigal.com 
@steveportigal 
steve@portigal.com 
Designing for Unmet Needs Portigal

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Designing for Unmet Needs

  • 1. Designing for Unmet Needs Steve Portigal @steveportigal 1
  • 2. Click to edit Master title style Customer development is talking to users Designing for Unmet Needs Portigal
  • 3. ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyeloeple today Flickr user Presidencia de la República del Ecuador Designing for Unmet Needs Portigal
  • 4. ACnlicskw etor eqduiet sMtiaosntse ra btitoleu ts ptyroleposed solutions Designing for Unmet Needs Portigal
  • 5. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Designing for Unmet Needs Portigal
  • 6. CGleicnke troa teivdeit aMnads Etevra tliutlaet isvteyle Study people to generate new ideas Ethnography! Show solutions to people to evaluate if they are desirable, usable, useful Usability Testing! Designing for Unmet Needs Portigal
  • 7. IC tlhicinkk t oa beoduitt Mit alisktee rt htiitsle style Study people to generate new ideas Show solutions to people to evaluate if they are desirable, usable, useful Learning about people’s behaviors, beliefs, goals, etc. will help you find opportunities to innovate and reveal if you are on the right track so far. Designing for Unmet Needs Portigal
  • 8. TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research Avoid showing your best guess at a solution and asking “Do you like this?” Create provocative examples to surface hidden desires and expectations Image from Roberto and Worth1000.com Designing for Unmet Needs Portigal
  • 9. TChlicek d tioff eerdeint cMea bsetetwr teitelen stetyslteing and research Avoid asking “Do you like this?” Don’t show your best guess at a solution; instead identify provocative examples to surface hidden desires and expectations Image from Roberto and Worth1000.com Designing for Unmet Needs Portigal
  • 10. IC wlicoku ltdo leodviet …Master title style Designing for Unmet Needs Portigal
  • 11. CDlriicvke tdoe ecdisiti oMnas swteitrh t iitnles isgthytle Designing for Unmet Needs Portigal
  • 12. Click to edit Master title style What’s Stopping Us Designing for Unmet Needs Portigal
  • 13. TChlicek r etos oeudrict eMsa csotenrv teitrlsea stitoynle 2–3 weeks 2–3 weeks 2–3 weeks Who do you want to talk to? What do you want to do with them? Fieldwork Do something with the data! Screening criteria, recruiting Methodology, field guide, stimuli Analysis, synthesis, design Interviews, self-reporting, debriefs Designing for Unmet Needs Portigal
  • 14. PCllaicnk ftoor etrdaitd Meoafsfster title style Who do you want to talk to? 1 day 1 day 2 days What do you want to do with them? Fieldwork Do something with the data! Who can you get? Co-workers, intercepts on the street Wide-eyed observation, winging it Small sample, Debrief massively parallel data gathering Designing for Unmet Needs Portigal
  • 15. CWliec kd oton ’et dhiat vMea ussteerr sti t-leo ustry pleroduct doesn’t exist yet Designing for Unmet Needs Portigal
  • 16. COluicrk c tuos teodmite Mrsa satreer htiatlred sttoy lgeet to Flickr user Eric Gravengaard Designing for Unmet Needs Portigal
  • 17. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
  • 18. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
  • 19. Yes you can Click to edit Master title style Resources, presentations and to purchase http://rosenfeldmedia.com/books/interviewing-users/ Designing for Unmet Needs Portigal
  • 20. Click to edit Master title style You are not your user Designing for Unmet Needs Portigal
  • 21. YColicuk a troe endoitt Myoausrt eurs etitrlse style Designing for Unmet Needs Portigal
  • 22. Click to edit Master title style The Takeaways Designing for Unmet Needs Portigal
  • 23. CWlircakp ptoin e’ dUitp Master title style • Learn about people’s behaviors today not just their thoughts about your solution • Create stimuli rather than just test prototypes • You are not your users • Find participants, plan your method, do your research, and analyze the data • Who you study isn’t always who you design for • Build infrastructure for ongoing user input • There are resources for learning (but then you have to go and learn by doing) Designing for Unmet Needs Portigal
  • 24. CWlihcok ytoo ue dleita Mrna fsrtoemr tiistl en ostty wleho you design for What is the desired relationship to the product/service/brand/activity? • Typical user • Non-user • Extreme user • Peripheral user • Expert user • Subject-matter expert • Wannabe user • Should-be user • Future user • Past user • Hater • Loyal to competitor Triangulate through multiple perspectives By creating contrast, you reveal key influencing factors that you wouldn’t otherwise see Designing for Unmet Needs Portigal
  • 25. CRleicckru tioti negd ict rMitearsiate: rT tyitplee sotyf lueser Think about the whole system: the chooser, the influencer, the user, and anyone who is impacted by those roles Challenge assumptions about who the organization is implicitly/explicitly designing for • Is that everyone? • Do they even exist? This will surface a broader sense – even prior to research – about who is affected by the product and who is being designed for When working with a global producer of sports apparel, it took four weeks to untangle the conflicts about who we should study. Their entire culture is based on their aspirational customer: a male lettered high school athlete. The bulk of their sales come from women 28 to 35. Designing for Unmet Needs Portigal
  • 26. Click to edit Master title style Thank you! Portigal Consulting www.portigal.com @steveportigal steve@portigal.com Designing for Unmet Needs Portigal