COST-JUSTIFYING USER CENTERED DESIGN BY TRACING THE JOURNEY OF INSIGHTS
This method enhances User Centered Design (UCD) by incorporating a persuasive cost justification tool in it that eliminates the sense of risk and ambiguity that managers/directors associate with it. It does this by tracing the journey of every insight as it surfaces during UCD or other design phases, and using randomized controlled trials to quantify the financial value generated specifically due to UCD initiatives. When used in combination with a business case, it creates a system of cost justification that is robust and trustworthy. It was developed to convince managers and directors to invest in UCD activities as a part of a research paper that evaluates the effectiveness of UCD approaches that companies today commonly employ.
PROCESS INNOVATION
PROPOSED METHOD TO JUSTIFY UCD
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BUSINESS CASE: PROJECTIVE COST JUSTIFICATION
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JOURNEY OF INSIGHTS: VERIFICATION METHOD WITHIN UCD
CONVENTIONAL UCD PARADIGM IN NPD PROCESS
NEW IDEA
IDEA SCREENING
SCOPING
GO - NO GO
SECONDARY SCREENING
BUILD BUSINESS CASE BASED ON ASSUMPTIONS
GO - NO GO
BUSINESS CASE ASSESSMENT
UCD & PRODUCT DEVELOPMENT
GO - NO GO
IDEA SCREENING
GO - NO GO
TESTING & VALIDATION
GO - NO GO
PRE LAUNCH REVIEW
PRODUCTION & LAUNCH
LAUNCH
GO - NO GO
PROPOSED CHANGE
PROPOSED UCD PARADIGM IN NPD PROCESS
NEW IDEA
POST-DEV. REVIEW
SCOPING
SECONDARY SCREENING
GO - NO GO
BUILD BUSINESS CASE BASED ON ASSUMPTIONS
BUSINESS CASE ASSESSMENT
GO - NO GO
UCD & PRODUCT DEVELOPMENT
POST-DEV. REVIEW
GO - NO GO
TESTING & VALIDATION
PRE LAUNCH REVIEW
PRODUCTION & LAUNCH
LAUNCH
GO - NO GO
DOCUMENT EVERY USE RANDOMIZED USE THE FINANCIAL VALUE INSIGHT THAT EMERGES CONTROLLED TRIALS TO GAUGE TO VALIDATE THE DUE TO UCD AND TRACE IT THE FINANCIAL VALUE OF UCD ASSUMPTIONS MADE IN TO RESULTING PRODUCT INTERVANTION THE BUSINESS CASE ATTRIBUTES
DURING UCD
DURING OTHER DESIGN PHASES
THE JOURNEY OF INSIGHTS THROUGH PRODUCT PROTOTYPES AND RANDOMIZED CONTROLLED TRIALS TO THEIR EVENTUAL FINANCIAL VALUE.
EMERGING INSIGHTS
SET 1: ATTRIBUTES THAT TRACE BACK TO INSIGHTS THAT WERE GENERATED SPECIFICALLY DUE TO UCD TECHNIQUES. SET 2: ATTRIBUTES THAT TRACE BACK TO INSIGHTS THAT WERE GENERATED DURING ANY OF THE DESIGN PHASES EXCEPT FOR UCD.
PRODUCT ATTRIBUTES
PROTO 1: HAS ALL THE ATTRIBUTES IN SET 2. SET 1
SET 2
PROTO 2: HAS ALL THE ATTRIBUTES IN SET 1 & SET 2.
PRODUCT PROTOTYPES
PROTO 2
RANDOM CONTROL TRIALS
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PROTO 1
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By introducing the two prototypes to the target user group for a planned trial duration and analyzing the results, we can quantify the returns. The difference in the reutrns between Prototype 2 & 1 should portray in tangible terms the value of UCD, which can be used to validate the business case. To read more about the method and the research that lead to it, refer to my paper here.
This method assures later validation of the assumptions made in the business case. It makes it easier for the managers to trust a business case in favor of UCD and invest in UCD.
The prospect of eventual validation will push the UCD teams to pitch more thorough and foolproof business cases to their managers. It makes the entire system more robust and self-regulatory.