Explore User Needs & Values with MindCanvas
- Do customers really care about the new features we are building?
- What is the relative value of different features to our customers? How can we decide what to build?
- How are the needs uncovered in the qualitative phase clustered in the users' mind? What vocabulary do they use to describe those groupings?
Key Benefits
Product Managers need data-driven methods for priortizing the development of new features. Designers need to validate user needs with hard-to-reach user segments. Survey methods that ask users to rate features (or outcomes) are typically used in such scenarios - but they have several flaws including people's tendency to rate all features highly, making it difficult to find out which features users really care about. Our Visual Divide-the-Dollar solves this problem. People are asked to priortize needs/benefits/features using an fun game-like interface. Customers spend pretend money, and have limited "virtual funds". Each dollar spent on one feature is a dollar less they can spend on other features. This forced trade-off lets you find out which features customers really care about.
Relevant Methods: Divide-the-Dollar, OpenSort
Deliverables: ListMap, OnionMap.
Examples:
What features should a Product Manager prioritize for an online banking website? Several user needs were uncovered with qualitative research. Divide-the-Dollar can be used to understand how users prioritize these benefits. Words / images / both are used to describe the features / benefits. Users are given a sum of dollars or money and asked to distribute it between features. OnionMap visualizations of the data can show which ones users really care about...
A startup with a video-on-demand technology wants to identify product concepts: The lone designer has been given a list of "user needs" related to video-on-demand (its really just a brainstorm by the founders!) Users are asked to sort the list into thematic groups using MindCanvas OpenSort system. Based on those themes, the startup is able to identify several viable product concepts.
Use OpenSort to surface the language that users use to talk about different features or outcomes. Understand how to talk about the value that features provide in the "voice of the customer".
Go back to top, or check out how to do Brand & Positioning research with MindCanvas.
Have questions? Call 1-650-564-0000 or email support@themindcanvas.com for answers, to find out about purchasing MindCanvas or to get access to live demo!
