0
5 Steps
to	
  learn	
  what	
  your
customers	
  (really)	
  want
@thinknow
Lane Halley
lane@lanehalley.com
@thinknow
@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 di...
@thinknow
“9 out of 10
new products
are failures.”
www.class-­‐central.com
Steve Blank
Photo:	
  udacity.com
@thinknow
The most expensive
features you build
are the ones your
customers don’t use.
@thinknow
Every product has
a user experience
whether you plan
it or not.
@thinknow
Who is responsible
for the user experience
of your product?
@thinknow
“Every product
decision is a
UX 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 m...
 
@thinknowcommons.wikimedia.org
 
@thinknow
PEOPLE
USES
FEATURES
Business	
  vision
NEEDS
UI	
  design,	
  
wireframes,	
  
visual	
  design
@thinknow
flickr.com/
photos/joi
“ “
flickr.com/photos/betsyweber
@thinknow
The Lean Startup cycle
@thinknow
The Lean Startup (UX) cycle
Prototypes	
  &	
  
Experiments
QualitaTve	
  &	
  
quanTtaTve	
  
evaluaTon	
  
Cus...
@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 ...
@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” -- ...
@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)
✦
Fri...
@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 ...
@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 allow
you to do?”
@thinknow
Avoid leading questions
Leading: “Would it be helpful if
we added feature x?”
Better: “Tell me a story about
the...
@thinknow
Simple interview framework
1. Warm-up questions to set context
“Tell me a little about yourself and how you…”
2....
@thinknow
#4 Show the
demo last
Photo:	
  @thinknow	
  |	
  LUXr @thinknow
@thinknow
#5 Share what
you’re learning
35
Photo:	
  @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...
@thinknow
Practice Interview
Photo:	
  @thinknow	
  |	
  LUXr @thinknow
@thinknow
AcTvity:	
  PracTce	
  interview	
  
@thinknow
Practice interview
1. Pair up! Choose who will be the first “architect/
interviewer.” The other person is the “c...
@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 “wh...
@thinknow
Lane Halley
lane@lanehalley.com
THANK YOU
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5 steps to learn what your customers (really) want

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Delivered at StartupUCLA July 9, 2014

http://startupucla.com/

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Transcript of "5 steps to learn what your customers (really) want"

  1. 1. 5 Steps to  learn  what  your customers  (really)  want
  2. 2. @thinknow Lane Halley lane@lanehalley.com @thinknow
  3. 3. @thinknow Lessons learned
  4. 4. @thinknow “Software is eating the world.” Marc Andreessen flickr.com/photos/joi
  5. 5. @thinknow ✦ More businesses moving online ✦ Broadband internet ✦ Connected devices (smartphones) ✦ Low start up costs A digitally wired global economy
  6. 6. @thinknow “9 out of 10 new products are failures.” www.class-­‐central.com Steve Blank Photo:  udacity.com
  7. 7. @thinknow The most expensive features you build are the ones your customers don’t use.
  8. 8. @thinknow Every product has a user experience whether you plan it or not.
  9. 9. @thinknow Who is responsible for the user experience of your product?
  10. 10. @thinknow “Every product decision is a UX decision.” Josh Seiden
  11. 11. @thinknow You can’t just “hit it with the pretty stick” flickr.com/photos/aleca_99
  12. 12. @thinknow Focus on the problem, not the solution flickr.com/photos/wwworks
  13. 13. @thinknow Fall in love with a problem to solve ✦ 20% inspiration, 80% perspiration ✦ Low switching cost ✦ Find a “cookie monster” problem
  14. 14.   @thinknowcommons.wikimedia.org
  15. 15.   @thinknow PEOPLE USES FEATURES Business  vision NEEDS UI  design,   wireframes,   visual  design
  16. 16. @thinknow flickr.com/ photos/joi “ “ flickr.com/photos/betsyweber
  17. 17. @thinknow The Lean Startup cycle
  18. 18. @thinknow The Lean Startup (UX) cycle Prototypes  &   Experiments QualitaTve  &   quanTtaTve   evaluaTon   Customer   ConversaTons Personas,  needs   and  uses
  19. 19. @thinknow Talking to users shouldn’t be a special occasion flickr.com/photos/wwworks
  20. 20. @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
  21. 21. @thinknow #1 Have a plan Photo:  @thinknow  |  Atomic  Object @thinknow
  22. 22. @thinknow Before you GOOB* ✦ Who do you want to talk to? ✦ Where do you find these people? * “Get out of the Building” -- Steve Blank
  23. 23. @thinknow Micro-segments ✦ Have the same “cookie monster” reaction ✦ Use the same jargon ✦ Congregate in communities
  24. 24.  
  25. 25. @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
  26. 26. @thinknow #2 Pair up Photo:  @thinknow  |  Atomic  Object @thinknow
  27. 27. @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
  28. 28. @thinknow Remember: It’s a conversation, not an interrogation
  29. 29. @thinknow #3 Create a conversation Photo:  @thinknow  |  LUXr
  30. 30. @thinknow Conversation tips ✦ Open and closed-ended questions ✦ Paraphrasing ✦ Body language and encouragers
  31. 31. @thinknow Listen for needs and goals “If you had that feature, what would that allow you to do?”
  32. 32. @thinknow Avoid leading questions Leading: “Would it be helpful if we added feature x?” Better: “Tell me a story about the last time you …”
  33. 33. @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?”
  34. 34. @thinknow #4 Show the demo last Photo:  @thinknow  |  LUXr @thinknow
  35. 35. @thinknow #5 Share what you’re learning 35 Photo:  @thinknow  |  LUXr
  36. 36. @thinknow Rainbow Spreadsheet Tomer  Sharon  /  smashingmagazine.com
  37. 37. @thinknow Tips for sharing what you learn ✦ Notes on cards or stickies ✦ Photos ✦ Put it on the wall ✦ Small conversations, frequently ✦ Rainbow spreadsheet
  38. 38. @thinknow Practice Interview Photo:  @thinknow  |  LUXr @thinknow
  39. 39. @thinknow AcTvity:  PracTce  interview  
  40. 40. @thinknow 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.
  41. 41. @thinknow Topic Map
  42. 42. @thinknow AcTvity:  Make  a  topic  map
  43. 43. @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.
  44. 44. @thinknow Lane Halley lane@lanehalley.com THANK YOU
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