ICStartup 3: customer development
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  • Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
  • Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
  • begin interviews with a 'softball' question - a question that is simple to answer and puts the participant at ease. 
  • Be careful with WHY. ‘How did you know that X?’ ‘What were you thinking at the moment when X?’ This does not interrupt the recounting process. So ‘tell me how it was that you came to be looking for this site that day’ does the work of ‘why were you looking... ?If you’ve made people comfortable, Why should be ok.
  • Manage expectations
  • what we saw/heard – what it means – why it matters
  • BM channels = connections
  • Map out connections – Rich Picture
  • examples: eg hard system = thermostat, motherboard. soft system = game of poker, soccer game, meeting, healthcare.
  • Worldview is a concept for empathyConsider:- roles that people adopt in the situation (which may be formally recognised or quite informal); the norms which govern people’s behaviour; and the values they espouse.- political aspects of the situation, in other words recognition of the different interests that are represented and how these different interests are accommodated.

ICStartup 3: customer development ICStartup 3: customer development Presentation Transcript

  • It’s hard to understand peopleHow to get and make sense of qualitative insightsJohanna Kollmann - @johannakollImperial College London, 20 November 2012 Photo by NASA JSC Photo: http://www.flickr.com/photos/nasa_jsc_photo/7257865176
  • (Some) research methods (yeah we have a lot) Quantitative Qualitative Surveys Contextual inquiryGenerative Interviews Mental models Interviews Diary studies Automated card sort Usability testing Surveys Moderated card sortEvaluative Automated studies Wizard of Oz Analytics A/B Testing Multi-variant testing Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer
  • Before you leave the building
  • Plan who to talk to where about what and why Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//
  • What topics shall the interview cover? Dieting Buying food Exercise Preparing food Eating out Busy lifestyle Struggles
  • Prompts rather than set questions Day-in-a-life (today, yesterday) Decide what to eat Last time on a diet How active (want vs. do) Preparing food for oneself Preparing food for family/friends
  • Have a ‘softball question’ ready Please tell me a little bit about your cooking this week. Could you tell me about the last dish you prepared yourself?
  • Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/
  • Out in the wild
  • Ask open questions – don’t lead YAY NAY • Who • Did • What • Have • When • Are • Where • Were • Why • Will • How Were you trying to do A or B?What were you trying to do?
  • Some great all-purpose questions• Has there ever been a time when you had x experience?• Could you tell me about that?• What was great about that?• What was awful about that?• Why did you do that?• And then, what happened?• If you had a magic wand, what would you make the situation be like? By Janice Fraser
  • Do’s and don’ts Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/
  • DoBe the learner, not the expertAsk naïve questionsAsk for specific storiesAllow people time to thinkListen!Take notes or recordTake photos or collect artefacts Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/
  • Don’tBe an interrogatorAsk questions that sound like blame, or argumentativeAsk for solutionsTry to solve problems during the interviewAsk what features people wantAsk people to imagine theoretical situations Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/
  • Making sense of what you saw and heard
  • Photos taken at DesignJam London events by Rachel Winch and falkowata
  • Source: http://www.uie.com/articles/research_to_personas/
  • Business Model Canvas
  • Human activity systemsSoft Systems Methodology Peter Checkland
  • Leverage points……places within a complex system where a small shift inone thing can produce big changes in everything.…are often counterintuitive.
  • Rich Picture1. Construction of the Humber Bridge (adapted from Stewart andFortune, 1994) © The Open University 2. Distance Learning Situation © Wood-Harper et al, Information Systems Definition: The Multiview Approach, Blackwell Scientific Publications 1985
  • Rich Picture elementsStakeholdersWorldviewConnectionsConflicts 2. Distance Learning Situation © Wood-Harper et al, Information Systems Definition: The Multiview Approach, Blackwell Scientific Publications 1985
  • ResourcesNotes from my Leancamp session on this topic http://johannakoll.posterous.com/ux-research-tips-for-customer-development-notMental Models by Indi YoungStorytelling for User Experience by Whitney Quesenbery & Kevin BrooksRemote Research by Nate Bolt & Tony TulathimutteUndercover User Experience by Cennydd BowlesDesigning for the Digital Age by Kim GoodwinLUXr resources and materials by Janice Fraser (http://www.slideshare.net/clevergirl/) and Lane Halley(http://www.slideshare.net/LaneHalley/)Articles on User Interface Engineering (http://www.uie.com/browse/usability_testing/)
  • The intuitive mind is a sacred gift and the rational mind is afaithful servant. We have created a society that honors theservant and has forgotten the gift.We will not solve the problems of the world from the samelevel of thinking we were at when we created them. Morethan anything else, this new century demands new thinking:We must change our materially based analyses of the worldaround us to include broader, more multidimensionalperspectives.~Albert Einstein