Wardley Maps Meetup #13: User Needs and Listening to Customers

Transcript

1. Map Meetup #13 Wardley Maps Meetup #13 User Needs and Listening to Customers
2. Map Meetup #13 1I Talk about the meetup theme 1 Reiterate the core of Wardley Maps
3. Map Meetup #13
8. Map Meetup #13 Climactic Patterns Rules of the Game. 
 Patterns applied across contexts, regardless of user choice
11. Map Meetup #13 Doctrine Universally useful patterns that you can apply
13. Map Meetup #13 Gameplay
16. Map Meetup #13 11 Our Work
17. Map Meetup #13 The Foundation
18. Map Meetup #13 Core principles 1. Help everyone in the community to play “the game” 
 with Wardley Maps 2. Grow by “learning, succeeding, failing” together 3. Build a successful product for each member in the community 4. Exchange experience, successful gameplay moves “Lift up each other” Main long term goals
19. Map Meetup #13 Why is “together” important?
20. Map Meetup #13 Ancient Greece vs Tasmania
21. Map Meetup #13 Ancient Greece Tasmania First visited by Europeans in 1642 One of the cradles of western civilization Lack sewing tools Lived on the coast, didn’t eat fish No bone tools No compound tools (stone axe) No stone tools Developed Bronze, Iron tools, casting Mathematics, Physics, Philosophy, Geometry Most advanced naval civilization at its time Catapults, Balistas, the first steam engines 500 BC - 0AD
22. Map Meetup #13 If Tasmanians had remained in contact with mainland Australians, they could have rediscovered the value and techniques of fishing and making bone tools that they had lost.
23. Map Meetup #13 Why Did Human History Unfold Differently On Different Continents For The Last 13,000 Years ? Jared Diamond
24. Map Meetup #13 What was the reason?
25. Map Meetup #13 Trade / Exchange
26. Map Meetup #13
27. Map Meetup #13 Isolation causes not just a lack of innovation
 
 but a reversion in technology.
28. Map Meetup #13 Technology has to be either
 invented or adopted
29. Map Meetup #13 The evolution of technology is faster in societies most closely connected with outside societies.
30. Map Meetup #13 Connecting ideas is the core of innovation. Without connecting ideas to people, there is no innovation at all.
31. Map Meetup #13 1 Choose your industry & Make your own map Wardley Maps Meetup Belgrade “Building Products and Mapping Together”
32. Map Meetup #13 • Oskar & Milos • Nemanja P. • Ana P. • Aleksandar M. Mapping Initiatives: Potential: Pavle & Aca M.
 Ivan A.
33. Map Meetup #13 The initial works & talks
34. Map Meetup #13 User Needs 
 and 
 Listening to Customers https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces”
35. Map Meetup #13 1. Actors 2. Customer Journey 
 (map the user activities) 3. User Needs How do we start with Mapping?
36. Map Meetup #13 1. Business Transactions 3. Customer Journey 
 (map the user activities) 4. User Needs How do we start with Mapping? 2. Actors
37. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” 1. Business Transactions The transactions an organisation makes with the outside world
38. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” 2. Actors Discover the actors / entities executing those transactions
39. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” 3. Customer Journey Examine the customer(s) journey when interacting with those transactions (map the user activities) Write down all activities of those customers / users. 
 (offline and online / in and out of your system)
40. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” 4. User Needs Questioning the Customer Journey and talk with customers. Then you will often find what is really important. the need for some social status from the thing. the need to get from A to B +
41. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” 4. User Needs You'll usually find pointless steps or unmet needs or unnecessary needs being catered for "What consumers say they want" 
 vs 
 “What they really need" Map the user landscape A: My addition is use the “Jobs to be Done” outcome methodology too, but very carefully *(pointless steps or unnecessary needs)
42. Map Meetup #13 4. User Needs + JTBD “Jobs to be Done” outcome methodology, a few bits 1. Define the “job statement” in a context “Listen to music while on the go”
43. Map Meetup #13 4. User Needs + JTBD “Jobs to be Done” outcome methodology 1. Define the “job statement” in a context “Listen to music while on the go” = Verb + object of the verb + contextual clarifier “Job Statement”
44. Map Meetup #13 4. User Needs + JTBD “Jobs to be Done” outcome methodology 2. Uncover desired outcome (need) “Minimize the likelihood that the music sounds distorted when played at high volume” = Direction of improvement + Performance metric + 
 object of control+ contextual clarifier “Outcome Statement”
45. Map Meetup #13 What happened when 
 the Belgrade mapping teams 
 went first with user needs? (Time to Talk)
46. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” 4. User Needs Statistically, per Simon’s discovery… When talking to customers, 
 their expressed needs are, mostly, wrong. • Bias towards the existing 
 (“but, its working at the moment..”) • Legacy viewpoint on the world • Pre-existing installed base will have inertia to the change
47. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” 4. User Needs There are two important areas where invariably the consumers and the experts are usually wrong, they also happen to be two of most crucial for economic gameplay and survival. 1. Stage Transition
 (e.g. when something shifts from custom built to product 
 or more importantly from product to commodity (+utility)) 2. The Uncharted Space
 (These needs are defined as being both rare and highly uncertain. Which means unless you're using an ecosystem play as some form of future sensing engine then you're going to have to gamble and there is no consistent way of determining what the user ACTUALLY needs)
48. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” So there are types of user needs… 1. Uncharted needs
 (you have to gamble. Users and experts don't actually know what is needed) 2. Transitional needs
 (you have to listen. Users and experts can guide you to how to improve the thing) 3. Industrialised needs
 (you have to be mindful of users and experts bias caused by the inertia of past success. You already know what is needed but it has to be provided on a volume operations and good enough basis.)
49. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” Next level… Needs per aptitude? 1. Pioneers should ignore existing customers. They don't have a clue. We're exploring the uncharted space. No-one has a clue. You don't know what you'll fin and what might turn out to be useful. Gambling and gut feel should rule your world.
 2. Settlers should listen to customers. Feedback, learning, constant improvement are your watchwords. Building what is useful is your motto. 3. Town Planners should build what is needed, which often means overriding existing customers inertia to change. Volume operations of good enough, empires of scale are your creed.
50. Map Meetup #13 Key notable things
51. Map Meetup #13 Your purpose is transient. https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces”
52. Map Meetup #13 Nokia https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces” Paper mill Plastics 
 manufacturer Mobile phone producer
53. Map Meetup #13 There is no “core” in business. https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces”
54. Map Meetup #13 You are not isolated.
 You are in the sea of “value chains” https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces”
55. Map Meetup #13 https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces”
56. Map Meetup #13 Thank you
57. Map Meetup #13 Why? https://blog.gardeviance.org/2016/04/on-user-needs-and-listening-to-customers.html Source: Simon Wardley “Bits and Pieces”
58. Map Meetup #13 “Fail fast, fail often” ??
59. Map Meetup #13 Does “fail fast, fail often” make sense?
60. Map Meetup #13 2020 Startup Failure Report Source:
 failory.com/blog/startup-failure-rate
61. Map Meetup #13 Does “fail fast, fail often” make sense in science? in the military? in food preparation? in electricity distribution?
62. Map Meetup #13 A “failure”… (genesis)
63. Map Meetup #13 Source:
 failory.com/blog/startup-failure-rate BAD MANAGEMENT BAD MANAGEMENT BAD MANAGEMENT BAD MANAGEMENT BAD MANAGEMENT BAD MANAGEMENT BAD MANAGEMENT BAD MANAGEMENT
64. Map Meetup #13 BURN THE HERETIC!