Why don’t we spend more time in the problem space?
That would have been my first question, but I am not sure that framing is correct.
I think we spend a great deal of time thinking about the problems, but it could be that we don’t have a good enough process for uncovering the needs of our customers and the behaviors we need to work on to help them get the jobs they need done, regardless of a solution.
The graphic tells me we have very talented people who can develop and deliver great solutions, the issue then becomes that they aren’t building solutions for what people need, their context and the way they behave.
We should make a greater effort to spend more time exploring jobs, needs and behavior, so we can build solutions that create value for both the customers and the business.
I know, it’s easy to say it, but not so easy to do it… but there are grest resources out there to help you.
The work from Tony Ulwick and the rest of the community of Jobs to be Done practitioners,
The resources for behavioral science/design (which I have tried to contribute on) like the work that Michael Hallsworth and The Behavioural Insights Team share, or Robert West and Susan Michie creators of COM-B and the Behavior Change Wheel.
Then you have Marc Stickdorn and his colleagues who run the #TISDD school and who wrote the This is Service Design Doing book, so you can get a guide on using service design methods as well.
There are so many more people and resources to mention, but that will be for another post.
If you start with those, you will be well on your way to start and grow the problem space, so solutions can fit needs and behaviors.
I wonder what you all think and what your experiences with this are?
How are you solving this?
P.S - I shared this over a year ago, and wonder how much this has shifted, if at all. (Image credit Erick Mohr )
#behavioralscience #behavioraldesign #servicedesign #productinnovation #digitaltransformation