Once upon a time, not so long ago, designers and marketeers held the idea of Personas key to product
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July 25 · Issue #16 · View online
š„ UpLevel and PowerUp with top Ux & Design tips, insights, actionables, inspiring talks, events & more š Curated by @
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Once upon a time, not so long ago, designers and marketeers held the idea of Personas key to product definition, development and marketing. That is quietly, steadily fading away. Whatās replacing it? Harvard Professor and author of Disruptive Innovation, Clayton Christensenātalks of the jobs-to-be-done (JTBD).Ā JTBD shares a lot of common ground with Design Thinkingāboth are ways of framing and reframing problem from a people perspective.Ā Here are few links to help you make sense of JTBD and apply it to create products with razor sharp relevance.Ā
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Milkshake Marketing (and what it means for Product Design)
āThe fact that youāre 18 to 35 years old with a college degree does not cause you to buy a product, it may be correlated with the decision, but it doesnāt cause itā.Ā There are insights to be had beyond segmentation. Thats what led Christensen and his team to think along the lines of āhiringā a productāand it is uncannily similar to the tenets of DesignThinking (did I say that again), articulated in management-speak and terms-du-jour (think Purpose Branding).Ā
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How we accidentally invented Job Stories
Last in my JTBD listāhereās how the JTBD philosophy is being translated into product design/development flows. This is Intercomās story: āa powerful thing to understand when building a product is the motivation behind peopleās actions. At Intercom we use Job Stories to discover them.ā
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Nine Nasty UX Truths
āThereās no shortage of UX designers who do as theyāre told, and deliver whatās expected of them. This is why thereās so much bloatware in the world.ā An entertaining readāopinionated, nasty and cynical at timesābut then there are some truths in this list.
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Inside the mind of a master procrastinator
Insightful, witty and full of mind bogglingly complex visualisationsāthese may be 14 mins well invested: āTim Urban knows that procrastination doesnāt make sense, but heās never been able to shake his habit of waiting until the last minute to get things done.ā
Until next week, @JDallcaps @SAIFPartners
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