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Getting user research right is hard. It is easy to get it wrong. Here are some mistakes and patterns to avoid and a way to get results.
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Dr. Edward F. Staiano Ph.D
….wireless personal communications network designed to permit any type of telephone transmission—voice, data, fax, or paging—to reach its destination - anywhere on earth.
SATELLITES !!!!
CASH!!!!
!!!
?
LOL
Sounds like they should have done some customer research
23,000 customers surveyed
42 countries
It is possible to do a load of user research and still get it wrong.
Lemmings off cliff
GETTING USER RESEARCH RIGHT
How not to blindly follow your users
off a cliff
@jontheexiled
“we want better search!”
You took on Google?!?!
BWAHAHAHAHAAH
“we want better search!”
“we want better search!”
=
“we want better results!”
Above all else, understand your users workflow.
johnpeltier.com/blog/2011/11/16/product-management-and-solution-design
johnpeltier.com/blog/2011/11/16/product-management-and-solution-design
johnpeltier.com/blog/2011/11/16/product-management-and-solution-design
johnpeltier.com/blog/2011/11/16/product-management-and-solution-design
To understand workflow, we need to be in the problem
space.
1. Find some users.
Sod that. Just do a survey.
NO SURVEYS!!
Existing Customers
Potential Customers
Ex Cus-
tomers
1. Find some users.
2. “tell me about a time when”
Listen.
Sounds like too much work.
Just ask them what features they want.
1. Find some users.
2. “tell me about a time when”
3. Let them lead you to the problems they have
“if you had a magic wand, what would you change about the process you just talked me
through?”
1. Find some users.
2. “tell me about a time when”
3. Let them lead you to the problems they have
outcomes
pain points
cadence
workflow
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
- Search generally starts with google – very rare that user uses internal knowledge bases
- User is very adept at search operators to refine searches fast – has list of ‘go to’ sites
- Often maintains a repository of articles in a word doc on their computer as ‘short cuts
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
User Story: What is the overall task the user is trying to achieve?
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
User Story:
When a customer calls me with a problem about their phone that I do not know the answer to
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
User Story:
When a customer calls me with a problem about their phone that I do not know the answer toI want to find a correct and comprehensive answer to that problem as fast as possible
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
User Story:
When a customer calls me with a problem about their phone that I do not know the answer toI want to find a correct and comprehensive answer to that problem as fast as possibleSo that I can fix the customer’s problem, make them happy and keep my call times down
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
User Story:
When a customer calls me with a problem about their phone that I do not know the answer toI want to find a correct and comprehensive answer to that problem as fast as possibleSo that I can fix the customer’s problem, make them happy and keep my call times down
Outcomes / Deliverables: If the user is successful in this task, what will be the end results?
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
User Story:
When a customer calls me with a problem about their phone that I do not know the answer toI want to find a correct and comprehensive answer to that problem as fast as possibleSo that I can fix the customer’s problem, make them happy and keep my call times down
Outcomes / Deliverables:
• A happy customer with a working phone• Increased knowledge• A short phone call within my targets• A happy manager
Well that cannot possibly work.
Everybody has a different workflow!!
Are you going to document each one?!
Workflows differ by many things.
Workflows differ by many things.
Job and Level Manager ICvs.
Workflows differ by many things.
Job and Level
Skill / Experience
Manager IC
Beginner Expert
vs.
vs.
Workflows differ by many things.
Job and Level
Skill / Experience
Geography
Manager IC
Beginner Expert
Lives in NYC Lives in rural WA
vs.
vs.
vs.
Above all else, understand your users workflow.
Pragmatic Marketing Rules
Pragmatic Marketing Rules
Only build solutions for problems that are urgent, pervasive and that the market will pay to solve.
HAPPY ENDING!!
Smug guy
I don’t.
HAPPY ENDING!!
It is possible to do a load of user research and still get it wrong.
Above all else, understand your users workflow.
1. Find some users.
2. “tell me about a time when”
3. Let them lead you to the problems they have
Write up call notes and
ready for next call
Confirm customer is happy and
end call
Walk through solution with
customer, solve problem
Confirm symptoms
with customer
Search for symptoms to problem to
find potential fixes
Triage and define
problem
Answer call, get customer
details
User Story:
When a customer calls me with a problem about their phone that I do not know the answer toI want to find a correct and comprehensive answer to that problem as fast as possibleSo that I can fix the customer’s problem, make them happy and keep my call times down
Outcomes / Deliverables:
• A happy customer with a working phone• Increased knowledge• A short phone call within my targets• A happy manager
