© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
UX TECHNIQUE: MISSIONS, MINDFRAMES AND METHODS
Working with Stakeholders to Anticipate User Needs Before Defining Features
Kate A. Williamson Centerline Digital
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
Missions, Methods and Mindframes (M3 for short) is a simple activity I’ve used during client
visioning sessions to help stakeholders step back and shift their mindframes to that of the target
audience. It doesn’t replace user research; it’s simply meant to help you, as a facilitator, help
stakeholders remember that underlying user needs should be informing everything we create.
UX TECHNIQUE: MISSIONS, MINDFRAMES AND METHODS (M3)
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
A “Features First” mentality means trying to define what an asset will look, feel and act like
before taking the time to consider: 1) what goals the organization is trying to achieve, and
2) what problem we’re trying to solve for the customer. It happens when stakeholders are
excited about creating something or just on a tight deadline to get something done.
THE ISSUE: STAKEHOLDERS OFTEN THINK “FEATURES FIRST”
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
SOLUTION: SHOW THEM HOW TO THINK “PEOPLE FIRST”
Visioning sessions often involve a room full of stakeholders with differing perspectives and
agendas, each with their own idea about how to solve the problem at hand. The M3 activity
helps them take a step back to think “People First” and come to consensus on prioritized
customer needs before jumping into the deep end of defining the solution.
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
HOW: WORK WITH STAKEHOLDERS TO DEFINE THE THREE M’S
MISSIONS: (middle) Missions are the high-level goals your target
audience wants to accomplish or the tasks they need to be
able to complete. Missions go in the middle of your
diagram and represent the backbone of your future design.
!MINDFRAMES: (top) Mindframes are the mental states, beliefs and
attitudes driving user goals. These add context to missions
and help stakeholders “think like the user.” Like the
missions, they should be written in first-person.
!METHODS: (bottom) Methods are the ways in which we can help users
accomplish their missions. These might include ways to
deliver information, forums for delivery or types of
information the user needs.
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
HOW TO BEGIN: START WITH THIS BLANK DIAGRAM
MISSIONS
MINDFRAMES
METHODS
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
NOW: IMAGINE A SCENARIO
MISSIONS
MINDFRAMES
METHODS
As shown in the earlier
pictures, I usually just draw
this diagram on a giant
sticky sheets, stick them to
the wall, and arm
stakeholders with small
sticky notes to write down
and contribute their ideas
by sticking them in the
relevant columns on the
chart.
!For illustration’s sake in the
next few slides, let’s
consider our client to be a
company that curates
recipes on a membership
platform. (Think: Epicurious
or Allrecipes.)
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
STEP 1: COLLECTIVELY DEFINE USER GOALS
MISSIONS
MINDFRAMES
METHODS
I need a go-to
list of recipes.
I need to know my
family will like it.
I want to show off
meals I create.
I want to save
money.
Step 1: Work with stakeholders in a
group discussion to define missions.
This ensures that everyone begins the
activity from a place of consensus.
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
STEP 2: BRAINSTORM MINDFRAMES BEHIND THE MISSIONS
MISSIONS
MINDFRAMES
METHODS
I need a go-to
list of recipes.
I need to know
they’ll like it.
I want to show off
meals I create.
I want to save
money.
I’m busy.
I’m too tired to
think by the time I
get home.
I’m not a great
cook.
I don’t trust
recipes without
reviews.
I don’t want to cook
something bad for a
guest and be
embarrassed.
I’m used to sharing
on Instagram/
FaceBook.
Food is getting
expensive!
My friends always
want to go out to
eat.
I like to take pics
of my meals.
Step 2: Continue group-brainstorming
mindframes for each mission. Let
stakeholders write and stick anything that
comes to mind during the discussion.
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
STEP 3: FILL IN THE METHODS
MISSIONS
MINDFRAMES
METHODS
I need a go-to
list of recipes.
I need to know
they’ll like it.
I want to show off
meals I create.
I want to save
money.
I’m busy.
I’m too tired to
think by the time I
get home.
I’m not a great
cook.
I don’t trust
recipes without
reviews.
I don’t want to cook
something bad for a
guest and be
embarrassed.
I’m used to sharing
on Instagram/
FaceBook.
Food is getting
expensive!
My friends always
want to go out to
eat.
I like to take pics
of my meals.
Reviews with
ability to attach
photos.Social platform
integration
Pinterest-style
section linked to
member profile to
showcase dishes
Real-time average
cost of meal based
on ingredient list
Filter recipes by
prep/cook time Rating system
where the people
you cook for rate
the meal instead of
you rating the meal
Step 3: Have stakeholders rapid list
methods for each mission on the bottom
part of the chart. Finally, walk through
the filled-in chart as a group, letting the
content guide new discussion.
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
WHY: WHAT YOU ACCOMPLISH WITH M3
M3 helps you get insights stuck in individual heads out into the world where you can use
them. Additionally, as a group activity it helps stakeholders reach consensus about the
problem at hand while demonstrating to them that user needs should be the backbone of
our strategy...a message that will hopefully stick with them until their next initiative!
© 2013 M3: Missions, Mindframes and Methods @kateawilliamson
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