The Power of Little Ideas: A Low-Risk, High-Reward Approach to Innovation by David Robertson

Author:David Robertson [Robertson, David]
Language: eng
Format: epub
ISBN: 9781633691698
Publisher: Harvard Business Review Press
Published: 2017-04-10T23:00:00+00:00

FIGURE 5-4

GoPro’s success in following the customer

To document the customer activity chain, break down the user’s activities into separate steps, describe each, and then ask users what job they’re trying to accomplish with each. Finally, question the user to gather two additional pieces of information about each of the steps in the chain. First, rank the importance of each step to getting that job done. Each step can range from crucially important to entirely optional. Second, rank how satisfied the user is with the way that step is getting done now. This information will come from observing customers, asking what purpose or job they are seeking to do, and then having them rate each step for importance and satisfaction.19

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