creating products that people love, ed boudrot
TRANSCRIPT
Creating Products that People Love
Ed Boudrot
VP Product Management, Product Strategy, Innovation, Lifecycle
Management, Human Centered Design
Optum
@edwardboudrot
#DesignTech
PIZZA SHOP Follow me home The WORLD Is Flat
Four Months
FREAK >>>>>>>>Faster
How do we create things that people love…
HOW TO CREATE
THINGS THAT PEOPLE
LOVE?
No.1 Deep Empathy & Needs
No.2 Leverage Art & Science
No.3 Create the Team of Teams
You’ll need…
DEEP EMPATHY & NEEDS No. 1
BASIC NEEDS
LEARNED NEEDS
Comfort
Superiority
Protection
Approval
Survival
Enjoyment
Freedom
Companionship
Convenience
Dependability
Style
Economy
Bargains
Informed
Curiosity
Cleanliness
Efficiency
ENTER: The Light Side
344M
Units Sold
Playstation Jet Black
Enjoyment Freedom Companionship Superiority
Protection Approval Curiosity
$141B
In Sales
Lipitor Choice Tablets
Survival Enjoyment Freedom Superiority
Protection Convenience Dependability
Scrub Daddy Sponge $18M
In Sales
Cleanliness Enjoyment Curiosity Efficiency
Convenience Dependability Economy Bargains
ENTER: The Dark Side
Breakfast Mates
$30M In Wasted
Advertising
Efficiency Convenience
Economy Bargains
Google Glass
$$$M In Tech
Challenges
Informed Curiosity Convenience
Dependability Style Protection
HP Touchpad
$775M Failed to
Connect w/
Market
Enjoyment Efficiency
Superiority
LEVERAGE ART & SCIENCE No. 2
10 Types of
Innovation
101 Design
Methods
Product
Lifecycle
Management
SCIENCE
ART
Awesomeness!
Human
Centered
Design Agile
Product
Lifecycle
Management
Agile
Deep Empathy
Deep Strategy
Pretotyping
Job Mapping
Product Market Fit
Minimal Viable Product
Experience mapping
OGSM
Personas Ethnographic research
Design Statement
CREATE THE TEAM OF TEAMS No. 3
We have DEEP EMPATHY for one another, our team mates and WHOM WE SERVE.
We are ENTREPRENEURS in the organization THINKING AND DOING things differently, better.
We leverage FRAMEWORKS because they make us think, GO FASTER and create better things.
We are THOUGHTFUL & AGGRESSIVE about SOLVING PROBLEMS.
WE IMPROVE EACH OTHER’S WORK for elevated outcomes.
Weak
Weak
Strong
Strong THINKERS
DOERS
Paralysis
Lets
Meet!
Form
Fillers
Contenders
Leaders
Strong
Performers
1. There is nothing like purpose and trust
2. Physical layout encourages collaboration
3. The role of the leader is a gardener
Business Owner
Product Team
Design Team
Development Team
• Worthy leaders actively seek to “protect
the creative process.”
• To lead, you must seek and understand
the “unseen” in your organization’s
processes.
• Mindfulness nourishes creativity by
clearing mental clutter.
• Become aware how your pre-existing
models of the world distort your
perceptions.
• To enable and sustain a creative culture,
you need strong teams, open
communication, flexibility, and a
productive approach to mistakes, failure
and risk.
Deep
Empathy &
Needs
Leverage
Art &
Science
Create the
Team of
Teams
Recap
WHAT CAN I HELP WITH?
617-633-3456
@edwardboudrot
Image credit for awesome storm troopers jdhancock