Get what you need when you get out of the building

Mastering Startups UCL TE MSc “How to get what you needwhen you get out of the building” Ian Collingwood @johnnyforeigner ian@uxdna.co.uk With grateful thanks to Johanna Kollman @johannakoll

IntroductionsWhat are we talking about?How does this ﬁt into startup culture?Who are your customers?Where will you ﬁnd them?Planning your interviewsInterview techniquesKeeping notesMaking sense of it allPutting it to work on your startup

Introductions

Who am I?- Founder of UXdna Limited (UK, Spain & Brazil)- Specialise in Design Thinking- Startup focused, but also work with enterprise clients- Seedcamp, TechHub, TEDx Leancamp, TheNextWeb, LeanStartUpMachine, IADAS etc

Who are you?- Technologists- Business people- Designers- UXers- Something else-rs

Where are you from?- UK- Europe- BRIC (Brazil, Russia, India, China)- USA- Somewhere else

What are you working on?- Studying- Running a startup (full-time / part-time)- “Intrapreneur”- Something else

Do you know what these terms mean...?- UX- UI- UCD- Lean Startup

What are we talking about today?

Industry Jargon

Industry JargonUX

Industry Jargon UXUser Experience

Industry Jargon UX UIUser Experience

Industry Jargon UX UIUser Experience User Interface

Industry Jargon UX UIUser Experience User Interface UCD

Industry Jargon UX UIUser Experience User Interface UCD User Centred Design

http://home.howstuffworks.com/hammer.htm

90,000-40,000 BC (Late Mousterian period) 5,500 - 2,500 BC (Late Archaic period) Dordogne, France Montana, USA 2,500 -1,500 BC (Late Neolithic Period) Cumbria, UKhttp://imgur.com/gallery/Ky0BP http://ﬁnds.org.uk/database/search/results/objecttype/axe+hammer/broadperiod/BRONZE+AGEhttp://www.stoneageartifacts.com/html/Artifact-Hand%20Axes.html http://www.iceageartifacts.com/axes_celts_tools.htm

The UCD Cycle ISO 13407

20,000 BC (Late Gadgeterian period) Basel, Switzerlandhttp://imgur.com/gallery/Ky0BP

Applying the User Centred Design cycle improves our chances ofUCD Cycle delivering a good User Experience Usability IA IxD UX (User Experience) UI Visual Design Content Strategy

How does this ﬁt with startup culture?

Remember this?

Look familiar?

Eric & Steve say...“Get out of the building!”

UX people are good at getting out of the building

UX people are good at getting out of the building Quantitative

UX people are good at getting out of the building Quantitative Qualitative

UX people are good at getting out of the building Quantitative QualitativeGenerative

UX people are good at getting out of the building Quantitative QualitativeGenerativeEvaluative

UX people are good at getting out of the building Quantitative Qualitative Depth Interviews Contextual Inquiry Surveys EthnographyGenerative Interviews Diary Studies Participatory Design (Co-creation) Mental Models Web Analytics Multi-variant Testing Usability Testing Remote Card Sorting Moderated Card SortingEvaluative Clicktale / CrazyEgg (et al) Wizard of Oz Testing Treejack (et al) Desirability Toolkit Chalkmark / 5-Second Test (et al) R.I.T. Usertesting.com (et al)

UX people are good at getting out of the building Quantitative Qualitative Depth Interviews Contextual Inquiry Surveys EthnographyGenerative Interviews Diary Studies Participatory Design (Co-creation) Mental Models Web Analytics Multi-variant Testing Usability Testing Remote Card Sorting Moderated Card SortingEvaluative Clicktale / CrazyEgg (et al) Wizard of Oz Testing Treejack (et al) Desirability Toolkit Chalkmark / 5-Second Test (et al) R.I.T. Usertesting.com (et al) Adapted from material by Johanna Kollman Janice Fraser, Nate Bolt, Christian Rohrer

Case Study

locali.se Problem Hypothesis: For young foreign students who have not travelled much before, coming to study in the UK can be a frightening and stressful experience Solution Hypothesis: Make planning, arrival and life in the UK simple, safe and friendly for new students”- Freemium model- Free detailed guides to living in the UK in multiple languages- Premium paid services include: - Meet & greet at the airport - Shared taxi to college - Accommodation-ﬁnding service, (contracts, deposit & key collection) - Setting up utilities, council tax, bank accounts & other services - Registering with a doctor - Getting a mobile phone - 24-hour Helpline in native language

locali.se Three-sided market model - Second or third year students will provide the services to new arrivals- Services provided via relationships with: - Universities, overseas student bodies and welfare committees - Banks - Landlords & agents - NHS - Taxis - Phone networks- Revenue - Students themselves - Referral fees from third party suppliers- Costs will be website development & maintenance, customer service staff, translation, payment of other students, admin, marketing, SEO etc

Who are thecustomers?

EXERCISE:Describe the main customer segment(s)for locali.se

Demographics

DemographicsBehaviours

EXERCISE:What kinds of Behaviours would deﬁne atypical locali.se customer?

Demographics Behaviourseg: eg:Female Has been accepted to study at a leading UK19-22 years old university

Demographics

DemographicsBehaviours

DemographicsBehavioursNeeds & Goals

EXERCISE:What are the main Needs & Goals for atypical locali.se customer?

Demographics Behaviourseg: eg:Female Has been accepted to study at a leading UK19-22 years old university Needs & Goals eg: To reassure her parents and loved ones that she will be safe

Demographics + Behaviours + Needs &Goals = Persona

Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English Female Has not lived away from home High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information Parental income is middle-high Knows where & when they will be studying abroad Internet native Receives all or most of their living money from parents Stories Needs/Goals To ﬁnd out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe To focus on settling in to student life, not worrying about practicalities of daily life in a foreign country To know that she has someone meeting her when she arrives and somewhere nice to stay when she gets there To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser

Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English IS ES Female Has not lived away from home TH High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information PO Parental income is middle-high Knows where & when they will be studying abroad Internet native HY Receives all or most of their living money from parents Stories Needs/Goals To ﬁnd out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe To focus on settling in to student life, not worrying about practicalities of daily life in a foreign country To know that she has someone meeting her when she arrives and somewhere nice to stay when she gets there To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser

Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English IS IS ES ES Female Has not lived away from home TH TH High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information PO Parental income is middle-high PO Knows where & when they will be studying abroad Internet native HY HY Receives all or most of their living money from parents Stories Needs/Goals To ﬁnd out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe To focus on settling in to student life, not worrying about practicalities of daily life in a foreign country To know that she has someone meeting her when she arrives and somewhere nice to stay when she gets there To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser

Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English IS IS ES ES Female Has not lived away from home TH TH High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information PO Parental income is middle-high PO Knows where & when they will be studying abroad Internet native HY HY Receives all or most of their living money from parents Stories Needs/Goals To ﬁnd out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe IS To focus on settling in to student life, not worrying about ES practicalities of daily life in a foreign country TH To know that she has someone meeting her when she PO arrives and somewhere nice to stay when she gets there H Y To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser

Where will you ﬁnd them?

Screening participants- Must ﬁt your customer proﬁle- Be contactable (face-to-face or phone/ Skype)- Be willing to spend 1-2 hours talking to you- Have recent, direct experience of the problem your product will solve

Where to ﬁnd them- Friends & family- Social networks- Landing page- Professional recruiters (£30-80 per person)- “Guerilla” recruiting (be careful) Practice “snowball” recruitment Pay an incentive if you can

Planning your interviews

Deciding what you want to ﬁnd out:A Topic Map

Choosing a place to visit Working out Budgeting who will be coming with me Searching for ﬂights Guide books Visas and paperwork Topic map: Going on holidayTopic map was ﬁrst introduced to me by Janice Fraser

EXERCISE:Create a Topic Map for interviewinglocali.se target users

Feelings about Speaking the studying abroad language Finding out I’ve been accepted Getting ready to Deciding to study leave abroad Getting help My parents & familyArriving in the UK when in the UK

Interview technique

Interview technique:Asking the right questions in the right way

Try not to lead the participantAsk “open” questions- Good questions often start with - Who, What, When, Where, How- Not so good questions often start with - Did, Have, Is, Are, Were, Will

Focus on speciﬁc instances, not generalisations- Good: “Tell me about the last time...”- Bad: “What do you usually...”Keep them talking- “Tell me more about...”- “What do you mean by...”- “Help me to understand better...”Summarise in their own words & checkunderstanding

Don’t interrupt, but guide back onto topicDon’t offer solutionsDon’t pitch your product - Don’t even mention it!Don’t ask about hypothetical situations - “Do you think you would...?”

Notes & Recordings

If possible, bring someone to take notes.- But write your own notes too.If you are alone, record audio if possible.- But still make plenty of notes!Bring a notepad & at least 2 spare pens.- Check that they work!

If you do record audio or video:- Ask permission before you start- If possible ask them to sign a release form giving explicit permission.- Explain what recordings are for and how they will be used, stored & deleted.- Accept that you might not be able to record, especially when interviewing business customers.- It’s OK. Be ready to take notes just in case.

If you do record audio or video:- Make sure you are familiar with the device/app you are using- Check you have plenty of disk space- Bring spare batteries, charger & extension lead- Make a test recording (and listen to it!) just before you go in to the interview to check it’s working and set the levels

Making sense of it all

As soon as you walk out the door:- Write down the 3 most important things you heard in the interview- If using a note taker, do this before discussing the interview with themAs soon as possible:- Review your full interview notes- Be sure to do this on the same day

Find a room with a large table or smoothwalls- Have lots of Post-it notes- Go through notes and recordings- Write one note per ﬁnding- Don’t ﬁlter or analyse at this point

Once you have been through the wholeinterview, review your Post-it notesCategorise each note- What it means- Why it matters- Does this conﬁrm or refute any hypothesis?- Frequency & repetition- At the end, try to build “Stories” that deﬁne that user and their needs and behaviours

EXERCISE:Practice interviewing

What if you’re completely wrong?- Wrong audience?- Wrong problem hypothesis?

Over to you

Thank youian@uxdna.co.uk@johnnyforeigner

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Get what you need when you get out of the building

by Ian Collingwood on May 28, 2012

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Get what you need when you get out of the building Presentation Transcript