Design Thinking, Jobs Theory, and Deep

Data: Creating User-Centered

Information Organizations

Mike Zarro

WIAD

Phila

22 Feb 2017

Intro

Design Thinking / Lean / Agile / etc…

Jobs Theory / Jobs to Be Done

Beauty

Finish

FIRED2/22/17

Meet Sugar Bear

Design Thinking & Usability Testing

Powers of 10: modeling complex information-seeking systems at multiple scales

Peter Pirolli

Xerox PARC

https://www.parc.com/publication/2557/powers-

of-10.html

Where on this scale are customer

journeys, design thinking research,

and usability testing?

“At the end of the day your customers don’t care whether

you’re agile, lean or practice design thinking.” [1]

Design Thinking

“A method of meeting [customer] needs and desires in a technologically feasible

and strategically viable way.” - Harvard Business Review

Agile Software Development

“Customer Collaboration over contract negotiation” - Agile Manifesto

Lean UX

Based on Lean Startup, Design Thinking, and Agile

[1] http://www.jeffgothelf.com/blog/agile-vs-lean-vs-design-thinking/

Design Thinking Process

Design Thinking “Bootleg Bootcamp”

https://dschool.stanford.edu/resources/the-bootcamp-bootleg

Design

Deliver

Discover

IDEO

Case Study

Design a new

shopping cart

Excellent demo of the

design thinking process

I FIRED the Grocery Store

I HIRED Fresh Direct

Jobs Theory | Jobs to Be Done

“The jobs-to-be-done framework emerged as a helpful

way to look at customer motivations in business

settings. Conventional marketing techniques teach us to

frame customers by attributes—using age ranges, race,

marital status, and other categories that ultimately

create products and entire categories too focused on

what companies want to sell, rather than on what

customers actually need.”

http://www.christenseninstitute.org/key-concepts/jobs-

to-be-done/

JTBD Forces Diagram

Ht / Dan Orth

Online Grocery Forces PROGRESS-MAKING FORCES

PROGRESS-HINDERING FORCES

NEW

BEHAVIOR

EXISTING

BEHAVIOR

Push of the situation Pull of the new idea

Allegiance to current behavior Anxiety of new situation

● Time it takes to shop

● Parking

● Not buying everything on my list, forgetting

○ “You forgot the milk?”

● Easy

● List is online, web / mobile

○ Can add items anytime

● Fast

● I know the local Whole Foods layout

● Good products

● Sales

● Impulse buys

● Trust?

○ Will the eggs be broken?

○ Will they be there on time?

● What if I’m away when they deliver?

● Strange delivery person at my door

● Cost?

● Tip?

4 4

21

Deep Data

BIG DATA + QUALITATIVE DATA = DEEP DATA

“Big Data provide can no doubt unveil important effects that escape both the

human eye and traditional methods of empirical research, that is simply the first

step in the process of creating valuable insights that derive in evidence-based

interventions. Predicting outcomes is helpful, but explaining them –

understanding their causes – is far more valuable, both from a theoretical and

practical perspective.”

Tomas Chamorro-Premuzic

http://www.forbes.com/sites/tomaspremuzic/2016/12/19/forget-big-data-what-you-need-is-deep-data/#3424e58156e4

Beauty in Information Architecture Practice

IA is an Art & Science - Rosenfeld & Morville

“Information architects work closely with other professionals, bringing together the

pieces of the puzzle needed to create meaningful, functional, and beautiful

information spaces.”

- Dr. Xia Lin

Thank You

Michael Zarro, Ph.D.

@mzarro

mikezarro.com

Information Architecture: The Design and

Integration of Information Spaces, 2nd Editionhttps://www.amazon.com/Information-Architecture-Integration-

Synthesis-Retrieval/dp/1627059768/

Re-Hired

2/22/17

@ 8PM