Key Learnings

what a product actualy is

what innovation is about

how a customer need is defined

Details

If you follow certain rules, let’s call them Design principles, it’s more or less easy to build something nice. You can build great stuff that nobody wants. “Product did not meet customer needs” is the number one reason cited for failure of new products. “Two thirds of our ideas are never gonna work” know business consultants. The consumer has a different view of the marketplace. He simply has a job to be done and is seeking to ‘hire’ the best product or service to do it.

Isn’t there a way to understand what customers want before we start building the stuff be might wanna build? Well, there is of course HCD (Human-centred Design). The problem is Design professionals often have a hard time understanding what User Experience, innovation, product or customer needs actually are.

In his presentation Jan Jursa will talk about all this. You will learn…
– what a product actualy is
– what innovation is about
– how a customer need is defined

Using the example of Jobs-to-be-done interviews Jan Jursa will walk you through a typical interview setting and talk about his own process and lessons learned.

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