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5 steps to learn what your customers (really) want
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5 steps to learn what your customers (really) want


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Delivered at StartupUCLA July 9, 2014 …

Delivered at StartupUCLA July 9, 2014

Published in: Business, Technology
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  • 1. 5 Steps to  learn  what  your customers  (really)  want
  • 2. @thinknow Lane Halley @thinknow
  • 3. @thinknow Lessons learned
  • 4. @thinknow “Software is eating the world.” Marc Andreessen
  • 5. @thinknow ✦ More businesses moving online ✦ Broadband internet ✦ Connected devices (smartphones) ✦ Low start up costs A digitally wired global economy
  • 6. @thinknow “9 out of 10 new products are failures.” www.class-­‐ Steve Blank Photo:
  • 7. @thinknow The most expensive features you build are the ones your customers don’t use.
  • 8. @thinknow Every product has a user experience whether you plan it or not.
  • 9. @thinknow Who is responsible for the user experience of your product?
  • 10. @thinknow “Every product decision is a UX decision.” Josh Seiden
  • 11. @thinknow You can’t just “hit it with the pretty stick”
  • 12. @thinknow Focus on the problem, not the solution
  • 13. @thinknow Fall in love with a problem to solve ✦ 20% inspiration, 80% perspiration ✦ Low switching cost ✦ Find a “cookie monster” problem
  • 14.
  • 15.   @thinknow PEOPLE USES FEATURES Business  vision NEEDS UI  design,   wireframes,   visual  design
  • 16. @thinknow photos/joi “ “
  • 17. @thinknow The Lean Startup cycle
  • 18. @thinknow The Lean Startup (UX) cycle Prototypes  &   Experiments QualitaTve  &   quanTtaTve   evaluaTon   Customer   ConversaTons Personas,  needs   and  uses
  • 19. @thinknow Talking to users shouldn’t be a special occasion
  • 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. @thinknow #1 Have a plan Photo:  @thinknow  |  Atomic  Object @thinknow
  • 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. @thinknow Micro-segments ✦ Have the same “cookie monster” reaction ✦ Use the same jargon ✦ Congregate in communities
  • 24.  
  • 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. @thinknow #2 Pair up Photo:  @thinknow  |  Atomic  Object @thinknow
  • 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. @thinknow Remember: It’s a conversation, not an interrogation
  • 29. @thinknow #3 Create a conversation Photo:  @thinknow  |  LUXr
  • 30. @thinknow Conversation tips ✦ Open and closed-ended questions ✦ Paraphrasing ✦ Body language and encouragers
  • 31. @thinknow Listen for needs and goals “If you had that feature, what would that allow you to do?”
  • 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. @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. @thinknow #4 Show the demo last Photo:  @thinknow  |  LUXr @thinknow
  • 35. @thinknow #5 Share what you’re learning 35 Photo:  @thinknow  |  LUXr
  • 36. @thinknow Rainbow Spreadsheet Tomer  Sharon  /
  • 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. @thinknow Practice Interview Photo:  @thinknow  |  LUXr @thinknow
  • 39. @thinknow AcTvity:  PracTce  interview  
  • 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. @thinknow Topic Map
  • 42. @thinknow AcTvity:  Make  a  topic  map
  • 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. @thinknow Lane Halley THANK YOU