"Job mapping differs substantively from process mapping in that the goal is to identify what customers are trying to get done at every step, not what they are doing currently. For example, when an anesthesiologist checks a monitor during a surgical procedure, the action taken is just a means to an end. Detecting a change in patient vital signs is the job the anesthesiologist is trying to get done. By mapping out every step of the job and locating opportunities for innovative solutions, companies can discover new ways to differentiate their offerings."

Related concepts:

• Customer Journey Mapping
• Task analysis
• Activity-centered design

"Users scan lists by moving their eyes rapidly down the left edge. Menu items that are right-aligned make scanning more difficult."

Note that Jakob Nielsen is not talking about left-hand or right-hand menus. He is just talking about the alignment of menu items.

"Today we all need to be collaboration superstars. The trouble is, collaboration is a skill and set of practices we are rarely taught. It’s something we learn on the job in a hit-or-miss fashion. Some people are naturals at it, but most of us are clueless."

"Doing user research doesn’t have to be tedious and cost lots of money. In many cases, you should be able to do it in a few days, even a few hours, depending of the scope your project. The main idea behind extreme user research is that instead of going for the real users, we go for surrogate users. Those are the ones within a company who talk directly to the customers. We want to talk to the people who talk to the people."

"I find that there is something gratifying about taking a pen in hand and working an idea out on paper. The use of pen and paper often forces me to slow down and really contemplate the elements of my design. It was the ongoing pursuit of thoughtful design that originally attracted me to the world of Information Architecture. I have always been somewhat hesitant about rushing to the computer without taking enough time to truly contemplate a proposed design direction."

"A relatively recent research technique that can be very useful in this situation is known as a 'cultural probe'. In essence, the technique involves getting users to give you information without you actually being there. Often this means giving them a diary to write things down in, but the technique can make use of all manner of objects."

• Paid for in advance (e.g. prepaid airtime)
• Bought in bulk (e.g. food supplies when money is available)
• Sachets or single portions (e.g. shampoos, razor blades, etc.)
• On demand or daily purchase (e.g. perishables such as bread and eggs)

Such insights can be invaluable for those trying to offer credit or position new products or services such as new mobile services and plans.

1. Level 1: The Designer Is the User
2. Level 2: The Designer Understands the Product
3. Level 3: Designing for a Foreign Domain