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Delivered at StartupUCLA July 9, 2014 http://startupucla.com/
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5 Steps
to learn what yourcustomers (really) want
@thinknow
Lessons learned
@thinknow
“Software is eating the world.”
Marc Andreessen
flickr.com/photos/joi
@thinknow
✦ More businesses moving online
✦ Broadband internet
✦ Connected devices (smartphones)
✦ Low start up costs
A digitally wired global economy
@thinknow
“9 out of 10 new products are failures.”
www.class-‐central.com
Steve Blank
Photo: udacity.com
@thinknow
The most expensivefeatures you build
are the ones your customers don’t use.
@thinknow
Every product has a user experience
whether you planit or not.
@thinknow
Who is responsible for the user experience of your product?
@thinknow
“Every product decision is aUX decision.”
Josh Seiden
@thinknow
You can’t just “hit it with the pretty stick”
flickr.com/photos/aleca_99
@thinknow
Focus on the problem,not the solution
flickr.com/photos/wwworks
@thinknow
Fall in love with a problem to solve
✦ 20% inspiration, 80% perspiration
✦ Low switching cost
✦ Find a “cookie monster” problem
@thinknowcommons.wikimedia.org
@thinknow
PEOPLE
USES
FEATURES
Business vision
NEEDS
UI design, wireframes, visual design
@thinknowflickr.com/photos/joi
“ “
flickr.com/photos/betsyweber
@thinknow
The Lean Startup cycle
@thinknow
The Lean Startup (UX) cycle
Prototypes & Experiments
QualitaTve & quanTtaTve evaluaTon
Customer ConversaTons
Personas, needs and uses
@thinknow
Talking to users shouldn’t be a special occasion
flickr.com/photos/wwworks
@thinknow
Five (easy) steps
1. Have a plan
2. Pair up
3. Create a conversation
4. Show the demo last
5. Share what you’re learning
@thinknow
#1 Have a plan
Photo: @thinknow | Atomic Object @thinknow
@thinknow
Before you GOOB*
✦ Who do you want to talk to?
✦ Where do you find these people?
* “Get out of the Building” -- Steve Blank
@thinknow
Micro-segments
✦ Have the same “cookie monster” reaction
✦ Use the same jargon
✦ Congregate in communities
@thinknow
How do you find (the right) people?
✦ Social media (Facebook, Twitter)
✦ Special interest groups (Meetups)
✦ Friends and Family
✦ Coffee shops, malls….wherever they are
@thinknow
#2 Pair up
Photo: @thinknow | Atomic Object @thinknow
@thinknow
Pair interviewing
Two different jobs (remember to take turns!)
• One person guide the conversations
• The other takes notes, ensures completeness
Benefits
• Easier to focus on just talking or note-taking
• Better shared understanding later
@thinknow
Remember:
It’s a conversation, not an interrogation
@thinknow
#3 Create a conversation
Photo: @thinknow | LUXr
@thinknow
Conversation tips
✦ Open and closed-ended questions
✦ Paraphrasing
✦ Body language and encouragers
@thinknow
Listen for needs and goals
“If you had that feature, what would that allowyou to do?”
@thinknow
Avoid leading questions
Leading: “Would it be helpful if we added feature x?”
Better: “Tell me a story about the last time you …”
@thinknow
Simple interview framework
1. Warm-up questions to set context“Tell me a little about yourself and how you…”
2. Talk about real events, avoid conjecture“Tell me about a recent time when you…”
3. Express appreciation “Thanks for your time, this was helpful!”
4. Ask for permission to follow up and referrals“May we contact you again?“Can you introduce us to other people like you?”
@thinknow
#4 Show the demo last
Photo: @thinknow | LUXr @thinknow
@thinknow
#5 Share what you’re learning
35Photo: @thinknow | LUXr
@thinknow
Rainbow Spreadsheet
Tomer Sharon / smashingmagazine.com
@thinknow
Tips for sharing what you learn
✦ Notes on cards or stickies
✦ Photos
✦ Put it on the wall
✦ Small conversations, frequently
✦ Rainbow spreadsheet
@thinknow
Practice Interview
Photo: @thinknow | LUXr @thinknow
@thinknow
AcTvity: PracTce interview
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Practice interview
1. Pair up! Choose who will be the first “architect/interviewer.” The other person is the “customer/interviewee.”
2. Architect: Conduct a 5-minute interview to learn the qualities that would make this customer LOVE the house you will design.
3. Switch after 5 minutes so each person does an interview.
@thinknow
Topic Map
@thinknow
AcTvity: Make a topic map
@thinknow
Make a topic map (team activity)
5 min Individual activity (silent): Write stickies that answer the question “what do I wish I knew about my customer/user?”
5 min Group activity: Taking turns, read your stickies to each other and put them on a table or poster.
5 min Group activity: organize the stickies, give each group a short 1-3 word name.
5 min Individual activity: Copy the group names to a piece of paper to make a topic map.
