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ConductingUser Research for Startups
Part 1
@dianeloviglioAugust 2012
Architecture & AnthropologyStartup FounderUX ResearcherStartup Advisor
Gaining empathy for ...
Agenda
What is User Research?Why do User Research?How do I recruit the right people?
Understanding past and current behaviors in order to use them as a proxy for future behaviors.
What is User Research?
Ethnography Usability
Why do User Research?
gain empathy
their motivationstheir values their needs
their behaviors
What problem is your startup solving?
What do you want to know about your current or
potential users?
How do I recruit the right people?
Write a ScreenerPromote your Screener
Write a Screener
Start with easy questions.
Give a description,without giving away too much info.
Include incentive.
Always add “Other”.
Don’t make any questions required.
Keep it to 10 questions.
Don’t use branching logic.
Ask at least one open-ended question.
Only collect this info if it’s relevant
Include exact times and locations.
Ask for first name, email and cell as last questions.
Write a screener
Promote Your ScreenerUse your current customer list.
Promote Your Screener Find places where people hang out in real life.
Promote Your Screener Find places where people hang out online.
Promote Your Screener Use @ and # to talk to your competitors’ customers.
Promote Your Screener Find conversations people are already having around your topic.
Promote Your ScreenerTarget people and spread it through your personal networks.
Pick 3 places to promote your screener
How to understand those people?Write an interview scriptConduct an interviewTake notes and collect artifacts
Agenda for next time
ConductingUser Research for Startups
Part 1
@dianeloviglioAugust 2012
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