{"id":859,"date":"2024-01-28T19:54:17","date_gmt":"2024-01-28T19:54:17","guid":{"rendered":"https:\/\/www.tgfrconsulting.com\/blog\/?p=859"},"modified":"2024-01-28T19:54:18","modified_gmt":"2024-01-28T19:54:18","slug":"product-definition-voc-to-user-needs","status":"publish","type":"post","link":"https:\/\/www.tgfrconsulting.com\/blog\/product-definition-2\/product-definition-voc-to-user-needs\/","title":{"rendered":"Product Definition &#8211; From VOC to User Needs"},"content":{"rendered":"<div class=\"entry\">\n\n\n<p>Following the identification of the product idea, collecting the Voice of the Customer (VOC) and translating this VOC into high-level user needs begins.  These user needs drive the product definition process.<\/p>\n\n\n\n<p>Simply stated, VOC (Voice of the Customer) expresses the effect that a customer would like the product to have on his life\/environment.  Creating good VOC requires<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understanding the customers and users of the product<\/li>\n\n\n\n<li>Collecting customer and user statements<\/li>\n\n\n\n<li>Translating the customer and user statements into VOC<\/li>\n\n\n\n<li>Validating the VOC<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"font-style:normal;font-weight:600\">Understanding Customers and Users<\/h2>\n\n\n\n<p>For many products, customers and users are a different person(s), while for some products they may be the same person(s).  VOC collection must carefully distinguish between these two groups. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Users <\/strong>&#8211; the non-business \u2018actors\u2019 using the device.  Users include clinicians, patients and support staff.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Customers <\/strong>&#8211; the individuals that purchase the product.&nbsp; <\/li>\n<\/ul>\n\n\n\n<p>Generally, users influence the customers, providing guidance into the purchase.&nbsp;Customers may include the users of the product as well as those that pay for the product.&nbsp; Developing the VOC needs to identify and characterize needs for each group.&nbsp; The team developing the VOC must clearly understand who the feedback is coming from. <\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"font-style:normal;font-weight:600\">Collecting and Evaluating VOC<\/h2>\n\n\n\n<p>Regardless of the data collection tools used gathering VOC involves customer and user engagements.  These engagements will collect the information and statements that will become VOC.&nbsp;  Understand that the raw data collected during the engagements does not represent structured VOC need statements. Additional evaluation must be performed.  <\/p>\n\n\n\n<p>Often, customers state their needs in terms of solutions to the last problem encountered.&nbsp; Solution statements often involve the word \u201cshould\u201d or \u201cmust\u201d, indicating that the statement is describing the behavior of the system, not a true user need. The developer\/interviewer must remain alert to these solution statements and adjust the interview or analysis to &#8220;drill down&#8221; to identify the underlying need.   If possible, during the interview process, the recognition of a solution statement from the customer or user should prompt the developer\/interviewer to probe further with the customer to identify the true need.  If the interview cannot probe further, the analysis team can perform their own &#8220;drill down&#8221; to establish the need.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"font-style:normal;font-weight:600\">Tools for Translating VOC into User Needs<\/h2>\n\n\n\n<p>The \u201cfive-why\u201d tool facilitates the process of driving to the true user need. This iterative, question-asking technique explores the cause-and-effect relationships underlying a problem statement.&nbsp; This technique was originally developed to determine the root cause of a problem, but the basic principle of repeatedly driving for answers to a supporting \u201cwhy\u201d question works just as effectively determine a true user need statement. Each question forms the basis of the next question.&nbsp; The following table demonstrates the application of the &#8220;five-why&#8221; tool.<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-regular\"><table><tbody><tr><td><strong>User Statement<\/strong><\/td><td><strong>Question<\/strong><\/td><\/tr><tr><td><strong><em>The system must deliver a weight-based dose<\/em><\/strong><\/td><td>Why do you want a weight-based dose?<\/td><\/tr><tr><td>The dosing comes from the pharmacy as a weight-based dose<\/td><td>Why does it come from the pharmacy as a weight-based dose?<\/td><\/tr><tr><td>Because the Doctor Prescribes the dose as weight-based<\/td><td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>With this series of questions, successive \u201cwhys\u201d have provided the true user need as the following statement:<\/p>\n\n\n\n<p><em><strong>I need the patient to receive the exact prescription as ordered by the doctor.<\/strong><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"font-style:normal;font-weight:600\"><strong>Developing True User Needs Statements from VOC<\/strong><\/h2>\n\n\n\n<p>Following the collection process, the team transforms the collected needs statements into effective user need statements.&nbsp; The following are good rules for an effective user need statement.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The statement reflects the customer\u2019s definition of value<\/strong> \u2013 value must be defined and measured from the customer or user&#8217;s perspective.<\/li>\n\n\n\n<li><strong>The statement must have universal acceptance<\/strong> \u2013 it should be relevant to all customers\/users.<\/li>\n\n\n\n<li><strong>The statement must be relevant now and in the future.<\/strong><\/li>\n\n\n\n<li><strong>The statement must prompt a course of<\/strong> <strong>action<\/strong> \u2013 statements such as \u201cit must be more reliable\u201d or \u201ceasy to use\u201d will not define a course of action.<\/li>\n\n\n\n<li><strong>The statement must not be open to interpretation<\/strong><\/li>\n\n\n\n<li><strong>The statement itself shall not confound the way it or other statements are prioritized<\/strong> \u2013 be careful that the statements do not overlap.<\/li>\n<\/ul>\n\n\n\n<p>To ensure that the final user need statements do conflict or overlap, the process reduces the collected statements to a succinct set of 10-15 user needs.&nbsp; Creating more than 10-15 user need statements impacts the critical processes that rely on the user needs.  As an example, too many user needs complicate the process of identifying the key features for a successful design.&nbsp; After the interview process, the user need statements should go through a consolidation pass to reach a final list 10-15 distinct statements.<\/p>\n\n\n\n<p>An affinity exercise effectively consolidates collected statements into the final list of 10-15 distinct user need statements.&nbsp; The process groups similar statements visually.  The grouping can use a whiteboard, wall or online tool.&nbsp; After the grouping process, the team formulates a single summary user need statement following the rules for an effective user need statement.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"font-style:normal;font-weight:600\">Evaluating the Importance of User Needs <\/h2>\n\n\n\n<p>As the final step, a scoring process engages the customers to establish the importance of each user needs.  While asking the customer on importance may be beneficial, sometimes working to see the importance relative to the market yields more insights.  In this scoring process the team engages customers and users to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Score current product performance.&nbsp; This may be a competitor\u2019s or the organizations current product.<\/li>\n\n\n\n<li>Establish a score for best-in-class performance against the user needs statements.&nbsp; <\/li>\n<\/ul>\n\n\n\n<p>Scoring uses a Likert scale, with a 1-10 range, with 10 as the maximum. &nbsp;The radar or spider charts provide a good mechanism to visualize the user ratings.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"615\" src=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart-1024x615.png\" alt=\"User Need rankings visualized with a Radar Chart\" class=\"wp-image-861\" style=\"width:600px;height:auto\" srcset=\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart-1024x615.png 1024w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart-300x180.png 300w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart-768x461.png 768w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart-1536x923.png 1536w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart.png 1653w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Radar Chart of User Needs <\/figcaption><\/figure>\n\n\n\n<p>Where competition (or lack of competition) may impact collecting best-in-class scores, a different best-in-class scoring technique can be applied.&nbsp; In this situation, the user should be asked to provide the top score against a user need by considering any piece of equipment in the use area.&nbsp; With this technique, it is very likely that the best-in-class score for each user need will be associated with a different device.&nbsp; This technique will allow devices without competition to find an applicable best-in-class score.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"font-style:normal;font-weight:600\"><strong>Further Reading<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Topic<\/td><td>Reference<\/td><\/tr><tr><td>Five Whys<\/td><td>Wilson, B. (n.d.). <em>Five-by-five Whys<\/em>. Retrieved from The<br>             Rootisserie: <a href=\"http:\/\/www.bill-wilson.net\/b73\">http:\/\/www.bill-wilson.net\/b73<\/a><\/td><\/tr><tr><td>Affinity Diagrams<\/td><td>Tague, N. R. (2004). QThe Quality Toolbox. In N. R. Tague. Retreived from:  <a href=\"http:\/\/asq.org\/learn-about-quality\/idea-creation-tools\/overview\/affinity.html\">http:\/\/asq.org\/learn-about-quality\/idea-creation-tools\/overview\/affinity.html<\/a><\/td><\/tr><tr><td>Likert Scales <\/td><td><br>Vanek, C. (2012, April 24). <em>Likert Scale \u2013 What is it? When to Use it? How to Analyze it?<\/em> Retrieved from SurveyGizmo: <a href=\"http:\/\/www.surveygizmo.com\/survey-blog\/likert-scale-what-is-it-how-to-analyze-it-and-when-to-use-it\/\">http:\/\/www.surveygizmo.com\/survey-blog\/likert-scale-what-is-it-how-to-analyze-it-and-when-to-use-it\/<\/a><\/td><\/tr><tr><td>User Need Statements<\/td><td><br>Bettencourt, A. W. (Spring 2008). Giving Customers a Fair Hearing. <em>MIT Sloan Management Review<\/em>, Vol 49 NO 3.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Following the identification of the product idea, collecting the Voice of the Customer (VOC) and translating this VOC into high-level user needs begins. These user needs drive the product definition process. Simply stated, VOC (Voice of the Customer) expresses the effect that a customer would like the product to have on his life\/environment. Creating good &#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[65,33,38],"class_list":{"0":"post-859","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-product-definition-2","7":"tag-product-definition","8":"tag-user-needs","9":"tag-voice-of-customer-voc","10":"anons"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Product Definition - From VOC to User Needs - TGFR Consulting LLC<\/title>\n<meta name=\"description\" content=\"From Voice of the Customer (VOC) the process finds the user needs, a critical input to the process of establishing the key product features.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tgfrconsulting.com\/blog\/product-definition-2\/product-definition-voc-to-user-needs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product Definition - From VOC to User Needs - TGFR Consulting LLC\" \/>\n<meta property=\"og:description\" content=\"From Voice of the Customer (VOC) the process finds the user needs, a critical input to the process of establishing the key product features.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tgfrconsulting.com\/blog\/product-definition-2\/product-definition-voc-to-user-needs\/\" \/>\n<meta property=\"og:site_name\" content=\"TGFR Consulting LLC\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-28T19:54:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-28T19:54:18+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/01\/Radar-Chart-1024x615.png\" \/>\n<meta name=\"author\" content=\"Timothy Robinson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timothy Robinson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/product-definition-2\/product-definition-voc-to-user-needs\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/product-definition-2\/product-definition-voc-to-user-needs\/\"},\"author\":{\"name\":\"Timothy Robinson\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/5e055d3bb1c73babd5af6a3d1f31ca05\"},\"headline\":\"Product Definition &#8211; 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