Needs Analysis: Design through Discovery. Philip Kortum, Ph.D. Robert Bushey, Ph.D. SBC Laboratories Human Factors. Tonight's Agenda. Who we are (5 min) Basic needs analysis techniques (60 min) Virtual Lab tour (10 Min) Break (15 min) Needs analysis example (55 min) Conclusions (5 min).
Philip Kortum, Ph.D.
Robert Bushey, Ph.D.
SBC Laboratories is the Applied Research and Development arm of SBC.
About 250 Advanced-degreed Scientists and Engineers work at SBC’s laboratories in Austin and the Bay area in California.
Architecture, Infrastructure, & Services
Needs analysis is the method of uncovering user requirements through direct or indirect interaction with that user
All I know is I push a few buttons here, pull a few sticks there,and up she goes. It seems to be some sort of magic
“This is so cool! I’m flying this thing
completely on my Palm Pilot!”
Task Analysis superior
Setting up a VCR
Programming a VCR
The ways a person uses a VCR and the reasons behind that use
What they record
What they do with what they record
Remote control use useHow Is Needs Analysis Different Than Task Analysis?
Where people live, shop
How much they make
Purchasing behavior patterns
What people will buy
User behavior patterns
What people do
What users know
Users mental modelsHow Is Needs Analysis Different Than Marketing?
How much money do the users have to spend?
What other similar devices do they have?
What kinds of technology do they own?
How much do they use these technologies
Why would they want to use an image recorder?
How do they use current devices?
When do they use such devices?
What other technology interactions are there?Needs vs. Marketing ExampleA device that records off of the television
Marketing deals with wants
Needs deals with needs
Can be very focused and limited in scope
Doesn’t have to ‘big sky’
“A set of questions for obtaining statistically useful or personal information from users”Webster
How bad was your last car accident?
Really bad bad not really bad not bad at all
2 respondents, who both dented the front bumper slightly, no injury
Respondent 1: ‘Really Bad’
Respondent 2: ‘Not bad at all’
“I’m only 16, it’s my first accident and it was my dad’s new sports car, and I wasn’t on the insurance for the car. I’m going to be grounded for life!
“Well, compared to that 23 car roll-over collision I had with that semi last month, this was nothing. Not to mention that I got the collision waiver on the rental!
Class: How could we fix this?
“A meeting at which information
is obtained from a person”
What was said
What the data suggests
How many offers do reps make per call?
Reps make 1 offer per call
Almost no reps make 1 offer, some do 0 some do 2+
What kind of rep is the least desirable?
‘order takers’ are the least desirable
Order takers are good -
they drive accessibility
and are among top $ performers
What makes the customer happy?
Taking lots of calls is what makes customers happy
No supporting data
“An act of recognizing and
noting a fact or occurrence…” Webster
Nathen, et al, 1985