Nov 28, 2018
Demand thinking in user experience is beyond a function. It's
emotional and social.
- 02:40 - Sundaresh shares a story about app development designed
in "engineering brain" versus "user centric brain"
- 05:30 - Joshua Mitchell talking about his background in User
Experience versus just making "a prettier internet" (in the words
of Joel Smith)
- 07:30 - Joel Smith origin story, got his start by creating a
small web hosting company, and moved to marketing side
- 11:00 - The state of apps and websites in late 1990s and 2000s.
"Pretty internet" talking about Flash, adding images and graphics
early on. Just adding elements because we could, not because it
added value. The question of we have new tool, just applying it
because it's cool (examples: blockchain, 3D printing, or virtual
- 15:00 - Bad UX example, talking about introducing Lime and Bird
scooters because they are cool but need legislation and rules, so
how do we balance.
- 17:30 - Minimum viable product, bargain with user that the
product may not be perfect, but also create vulnerability for
- 20:00 - Why was starting Design on Tap hard? Josh and Joel
describe the evolution from waterfall to agile. Defining waterfall
- 27:00 - Marketers, if you don't know what you want, don't
pretend you do. But rather work with a partner that will help you
discover what you need.
- 33:30 - Are marketers in tough spots in relinquishing control
to agency? Marketers and agencies should work with the client to
understand the problem, versus just fixing the problem.
- 35:30 - How can we be using data in product development and
understanding a buyer's journey. Two considerations: market demand
data, and usage data and how the product is experienced. Book by
Alan Klement "When Coffee and Kale Compete" http://www.whencoffeeandkalecompete.com/
- 38:00 - Seeds of a movement called Demand Thinking - progress
is the process of making change in a positive direction, and we
hire and fire products to do that job. Clayton Christensen "The
Design on Tap uses Heap Analytics, looks retroactively at the
"digital exhaust" on existing state of product. Ryan Singer, Head
of Product Strategy at Basecamp
- 43:00 - Buyer Insights, new service and research framework at
Design on Tap to let design help companies create deeper meaning
for customers along buyer journey. Why? Providing customers what
they want before they even know they need it.
- 49:00 - 2 products, seeking to solve the exact same need with
two very different solutions. Functional, emotional, and social
components to the product manifestations. Modern customers are
thinking, "I'll know a good product when I see it."
- 54:00 - Success story with Indy Chamber of Commerce, example of
how to define outcomes but not sure how to get there, but a process
to figure it out. Transforming website from something to just keep
up-to-date to something that adds value. Shaping customer goals
with the agency: SMART goals, learn or earn goals, and customer
behavior focused current behavior and influence different. Came up
with the goals AFTER the contract was signed
- 1:02:00- Closing remarks