20. Transportation within 100 miles of my home
Soccer Mom Speed Demon
Carry kids & gear
Safety
Fuel economy
Go fast
Looks cool
Makes me look cool
Target Customer Has Distinct Needs
High-level need
Target Customer
Detailed needs
Ideal Product
Soccer Parent Speed Demon
31. Breaking Features Down into Chunks
Must
Have 1
Performance
1
Delighter
1
Delighter
2
Must
Have 2
Performance
2
Performance
3
Benefits:
M1A P1A D2AM2A P2A
P3B
Features:
P1B D2BP2B
P3C
P3A
P1C
P1D
47. User 1
Feature Set
+Thought feature X was valuable Y
-Complained feature Y was missing Y
UX Design
-Had difficulty with registration Y
Messaging
+Liked hero image on home page Y
How valuable? (1-10) 7
How easy to use? (1-10) 5
48. User 1 User 2
Feature Set
+Thought feature X was valuable Y Y
-Complained feature Y was missing Y Y
UX Design
-Had difficulty with registration Y
-Didn’t see “sign up” link Y
+Thought design was professional Y
Messaging
+Liked hero image on home page Y
-Didn’t understand tagline Y
How valuable? (1-10) 7 7
How easy to use? (1-10) 5 7
49. User 1 User 2 User 3
Feature Set
+Thought feature X was valuable Y Y
-Complained feature Y was missing Y Y Y
UX Design
-Had difficulty with registration Y Y
-Didn’t see “sign up” link Y
+Thought design was professional Y
Messaging
+Liked hero image on home page Y Y
-Didn’t understand tagline Y
How valuable? (1-10) 7 7 6
How easy to use? (1-10) 5 7 5
50. User 1 User 2 User 3 User 4
Feature Set
+Thought feature X was valuable Y Y Y
-Complained feature Y was missing Y Y Y
UX Design
-Had difficulty with registration Y Y Y
-Didn’t see “sign up” link Y Y
+Thought design was professional Y Y
Messaging
+Liked hero image on home page Y Y Y
-Didn’t understand tagline Y
How valuable? (1-10) 7 7 6 8
How easy to use? (1-10) 5 7 5 4
51. User 1 User 2 User 3 User 4 User 5
Feature Set
+Thought feature X was valuable Y Y Y Y
-Complained feature Y was missing Y Y Y Y
UX Design
-Had difficulty with registration Y Y Y
-Didn’t see “sign up” link Y Y Y
+Thought design was professional Y Y
Messaging
+Liked hero image on home page Y Y Y
-Didn’t understand tagline Y Y
How valuable? (1-10) 7 7 6 8 7
How easy to use? (1-10) 5 7 5 4 7
52. User 1 User 2 User 3 User 4 User 5 Wave
Feature Set
+Thought feature X was valuable Y Y Y Y 80%
-Complained feature Y was missing Y Y Y Y 80%
UX Design
-Had difficulty with registration Y Y Y 60%
-Didn’t see “sign up” link Y Y Y 60%
+Thought design was professional Y Y 40%
Messaging
+Liked hero image on home page Y Y Y 60%
-Didn’t understand tagline Y Y 40%
How valuable? (1-10) 7 7 6 8 7 7
How easy to use? (1-10) 5 7 5 4 7 5
54. Wave 1
Feature Set
-Complained feature Y was missing 80%
UX Design
-Had difficulty with registration 60%
-Didn’t see “sign up” link 60%
Messaging
-Didn’t understand tagline 40%
How valuable? (1-10) 7
How easy to use? (1-10) 5
55. Wave 1 Wave 2
Feature Set
-Complained feature Y was missing 80% 0%
-Said features X and Y should work together N/A 80%
UX Design
-Had difficulty with registration 60% 0%
-Didn’t see “sign up” link 60% 40%
-Thought that feature Y was hard to use N/A 80%
Messaging
-Didn’t understand tagline 40% 0%
How valuable? (1-10) 7 8
How easy to use? (1-10) 5 6
56. Wave 1 Wave 2 Wave 3
Feature Set
-Complained feature Y was missing 80% 0% 0%
-Said features X and Y should work together N/A 80% 0%
UX Design
-Had difficulty with registration 60% 0% 0%
-Didn’t see “sign up” link 60% 40% 0%
-Thought that feature Y was hard to use N/A 80% 40%
Messaging
-Didn’t understand tagline 40% 0% 0%
How valuable? (1-10) 7 8 9
How easy to use? (1-10) 5 6 7
57. Wave 1 Wave 2 Wave 3 Wave 4
Feature Set
-Complained feature Y was missing 80% 0% 0% 0%
-Said features X and Y should work together N/A 80% 0% 0%
UX Design
-Had difficulty with registration 60% 0% 0% 0%
-Didn’t see “sign up” link 60% 40% 0% 0%
-Thought that feature Y was hard to use N/A 80% 40% 0%
Messaging
-Didn’t understand tagline 40% 0% 0% 0%
How valuable? (1-10) 7 8 9 9
How easy to use? (1-10) 5 6 7 9