User Stories are bad… M’Kay?

  1. We believe a strong User Experience Design process can lead to the deepest and most meaningful understanding of your prospects and customers. We therefore focus on identifying the Jobs to be Done prior to defining ‘requirements’ and investing time in engineering effort; and
  2. Causality (a triggering event), motivation and forces, and the outcome or goal a person wants to achieve can all be summed up into a succinct and comprehensible sentence
  1. Enable a new user to navigate from our website, to the app store, and to the completion of their Allergen Profile in less than three minutes
  2. 25,000 Allergen profiles created within fortnight one
  1. Time to Value — for a new user, defined by the time it takes to sign up, create an allergen profile, find and book a suitable restaurant that can cater
  2. Profile completion rate greater than 80%
  1. When I’m on the tube coming home from work, I want to know where I can pick up food that meets my requirements on the walk home so I don’t have to spend any longer away from my wife and three kids
  2. When I’m organising a work function for my team, I want to find a way to cater for everyone’s specific dietary requirements so I can ensure the safety of my team for the entire duration of the work event
  3. When I’m in another country and am really, really short on time, particularly when the primary language is not English, I need to get food I can safely eat so that I don’t have to miss tomorrow’s meetings and potentially loose the biggest business deal of my career
  • Staying at home
  • Food delivery services ie. Deliveroo
  • Restaurant booking services i.e. OpenTable
  • A person I’ve asked out on a date, and really like, has told me they are on a FODMAP Diet. How do I find somewhere I can take them where I know they won’t get sick? I really want to impress them…
  • Every time I go out to eat, which is quite regularly at the moment, I’m feeling bloated and tired the following day. Given I’m not drinking alcohol, it must be something in the food. I’d really like to be able to enjoy these work meetings without hating to get up out of bed the following day
  • My kids seem to get sick almost every time they have some form of lactose. I’ve got a feeling there’s an ingredient in the food they’re eating that isn’t completely obvious. It’s great to get out of the house with them once a fortnight. I want to find somewhere I can take them next week that will cater for them really cautiously.
  • Are there any food allergen taxonomies, based on a widely accepted open standard we could take advantage of?
  • Although food allergen legislation has been updated fairly recently, will recent court cases and the growing cost of food allergens on public health services result in harsher fines and tougher reporting requirements? Which government organisations might we be able to collaborate with?
  • What APIs might be available that would enable us to more quickly build our restaurant base?
  • What bodies might we be able to partner with to try and influence an open standard?
  • What mobile operating system should we focus on first? Can we leverage a hybrid capability like Ionic and deploy across both Android and iOS fairly early in the product development cycle?
  • What are the privacy implications? Can we leverage existing trust frameworks or privacy enhancing capabilities?
  • Are the unit economics viable?
  • What is the sweet spot for charging? Is it freemium, or do we charge the restaurants for sending them interpretable and auditable attributes?
  • What is our CAC to LTV ratio? What are the ways in which we might be able to optimise this?
  • What are our most effective channels? Is this a B2B2C play, or direct to consumer? Or Perhaps it’s ‘white label’
  • When key situational triggers occur, how do we surface our capability to ensure we are front of mind?
  • Can we deliver enough value to drive a viral co-efficient >1?
  • Given eating is often a social endeavor, how do we encourage people to share our product with their friends?
  • Will celebrity endorsees increase desirability?
  • What existing design patterns must we leverage to ensure cognitive load is low and TtV is as short as possible?
  • How might we drive up the frequency of use by introducing variable rewards?
  • What progressive onboarding techniques can we implement to immediately drive in-app behaviours that will assist a new user in getting to their point of value faster?
  • 29 most common food allergen types
  • Most common allergen diets e.g. FODMAP
  • Mechanism to authenticate account
  • Ability to share profile with friends, family and colleagues once it is created
  • Mechanism to capture feedback on diet types we may not have considered
  • Pull data directly from external sources such as Apple Health, mySymptoms etc.

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A confluence of Happy Gilmore, Conor McGregor and the Dalai Lama.

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Nathan Kinch

Nathan Kinch

A confluence of Happy Gilmore, Conor McGregor and the Dalai Lama.