Killer UX Design Chapter 2 - Understand the Business Problem

A Framework  - the Business Model Canvas
The framework will assist you in understanding why the project is important to the company and help you to determine how your client will measure project success.

■ total business offering
■ customer relationships
■ business infrastructure
■ revenue streams
■ cost structures

Understanding Human Behavior
In creating technology for a user, this curiosity needs to be channeled into focusing on people and how they behave.  - shift your thinking toward understanding human behavior.

Behavior is what we do in response to the events that are happening around us daily. It is what drives our action or inaction. Habits are a series of behaviors that lead us to act in a seemingly involuntary way.

A New Focus for Designers

• focus on what people do and why they do it in order to design better products, services, and systems that make their lives a bit easier. 
• focusing on how we want people to behave with what we create. 
• Henry Ford: “If I had asked my customers what they wanted, they would have said a faster horse.” (They don't know what the best solution for them is!) we should never assume that people can project beyond their current experience to meet a future need. That’s the designer’s job.

Know Your ABC 

The ABC of behavior model, depicted in Figure 2.3, deconstructs why an individual might behave the way they do. It works like this: 

1. An event happens to trigger a behavior (antecedent). 
2. It then causes or influences an individual to act a certain way (behavior). 
3. This leads to the outcome you observe (consequence).

we can influence the way individuals behave by shaping the environment they function within.

By using ABC Model, what behaviors are we hoping to change in our customers with the product we’re creating? Focus your questions around these points, using them as part of your project kick-off template: 

■ How do users perform the tasks we’re asking of them right now? (behavior) 

■ What happens to trigger a user to act in a certain way? (antecedent) 

■ What is the result of this? (consequence) 

■ How will you trigger users to perform these tasks using your product? (changing behavior) 

■ What is the result of this? (new behavior … and, ideally, habit)


A Project Vision

it should focus on the user, it needs to be simple, and it must remove technology from the picture.