5	
  Steps	
  
to	
  learn	
  what	
  your	
  
customers	
  (really)	
  want
Text
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Lane	
  Halley
www.lanehalley.com
@thinknow
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A	
  bit	
  about	
  me...
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Why	
  make	
  products	
  people	
  want?
New	
  plaJorms	
  an...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
You	
  can’t	
  just	
  “hit	
  it	
  with	
  the	
  pre5y	
  s7ck”
5www.lanehalley...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Every	
  product	
  has	
  a	
  user	
  experience,
whether	
  y...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
How	
  will	
  you	
  create	
  an	
  inten7onal	
  
user	
  exp...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
Focus	
  on	
  the	
  problem,	
  not	
  the	
  soluMon
www.lanehalley.com 8Photo:	...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
	
  
PEOPLE
USES
FEATURES
Business	
  vision
NEEDS
9
UI	
  desig...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
Talking	
  to	
  customers	
  
shouldn’t	
  be	
  a	
  special	
  occasion
10www.la...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
	
  
#2	
  New	
  York	
  
Times	
  bestseller
11
License:	
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  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
The	
  Lean	
  Startup	
  cycle
12
Lean	
  Startup	
  cycle	
  c...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
	
  
The	
  Lean	
  Startup	
  (UX)	
  cycle	
  
Prototypes	
  &...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Five	
  (easy)	
  steps
1. Have	
  a	
  plan
2. Pair	
  up
3. Cr...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
#1	
  Have	
  a	
  plan
www.lanehalley.com 15Photo:	
  @thinknow	
  |	
  Atomic	
  ...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Before	
  you	
  GOOB*
Who	
  do	
  you	
  want	
  to	
  talk	
 ...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Sub-­‐segments
Share	
  pain
Use	
  the	
  same	
  jargon
Congre...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
How	
  do	
  you	
  find	
  (the	
  right)	
  people?
Social	
  m...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
#2	
  Pair	
  up
Photo:	
  @thinknow	
  |	
  Atomic	
  Object www.lanehalley.com 19
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Two	
  heads	
  are	
  bemer	
  than	
  one
Two	
  roles
Guide	
...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
#3	
  Create	
  a	
  conversaMon
Photo:	
  @thinknow	
  |	
  LUXr www.lanehalley.co...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Typical	
  flow
Warm-­‐up	
  ques6ons	
  to	
  set	
  context
 “...
License:	
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  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Listen	
  for	
  needs	
  and	
  goals
	
   “If	
  you	
  had	
 ...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
#4	
  Show	
  the	
  demo	
  last
Photo:	
  @thinknow	
  |	
  LUXr www.lanehalley.c...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Avoid	
  leading	
  quesMons
Leading:	
  “How	
  would	
  you	
 ...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
#5	
  Share	
  what	
  you	
  learn
26Photo:	
  @thinknow	
  |	
  LUXr www.lanehall...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Tips	
  for	
  sharing
Notes	
  on	
  cards	
  or	
  s6ckies
Pho...
Photo:	
  @thinknow @thinknow	
  |	
  www.luxr.co	
   28
AcMvity:	
  PracMce	
  interview	
  
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
PracMce	
  Interview
29www.lanehalley.comPhoto:	
  @thinknow	
  |	
  LUXr
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
PracMce	
  interview
	
   Find	
  someone	
  you	
  don’t	
  kno...
Photo:	
  @thinknow @thinknow	
  |	
  www.luxr.co	
   31
AcMvity:	
  Make	
  a	
  topic	
  map
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  
Topic	
  Map
32www.lanehalley.com
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Make	
  a	
  topic	
  map	
  (team	
  acMvity)
5	
  min	
   Indi...
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
Thank	
  you!
Lane	
  Halley
www.lanehalley.com
@thinknow
34
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
   www.lanehalley.com
	
  
35
Lean	
  Design	
  &
Agile	
  Development	
  
for	
  Web	...
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Five steps to learn what your customers (really) want

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Presented at Startup UCLA
July 17, 2013
http://startupucla.com/

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

  1. 1. 5  Steps   to  learn  what  your   customers  (really)  want Text
  2. 2. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Tweet  it! Lane  Halley www.lanehalley.com @thinknow 2
  3. 3. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   3 A  bit  about  me...
  4. 4. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Why  make  products  people  want? New  plaJorms  and  frameworks New  device  ecosystem New  distribuMon  methods Low  switching  cost 4
  5. 5. License:  CC  BY-­‐NC-­‐SA     You  can’t  just  “hit  it  with  the  pre5y  s7ck” 5www.lanehalley.com 6Photo:  flickr/Caro'H
  6. 6. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Every  product  has  a  user  experience, whether  you  plan  it  or  not. 6
  7. 7. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com How  will  you  create  an  inten7onal   user  experience  for  your  product? 7
  8. 8. License:  CC  BY-­‐NC-­‐SA     Focus  on  the  problem,  not  the  soluMon www.lanehalley.com 8Photo:  flickr/woodleywonderworks
  9. 9. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   PEOPLE USES FEATURES Business  vision NEEDS 9 UI  design,   wireframes,   visual  design
  10. 10. License:  CC  BY-­‐NC-­‐SA     Talking  to  customers   shouldn’t  be  a  special  occasion 10www.lanehalley.comPhoto:  flickr/...love  Maegan
  11. 11. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   #2  New  York   Times  bestseller 11
  12. 12. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com The  Lean  Startup  cycle 12 Lean  Startup  cycle  credit:  Eric  Ries
  13. 13. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   The  Lean  Startup  (UX)  cycle   Prototypes  &   Experiments QualitaMve   evaluaMon   Customer   ConversaMons 13 Lean  Startup  cycle  credit:  Eric  Ries Personas,  needs   and  uses
  14. 14. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Five  (easy)  steps 1. Have  a  plan 2. Pair  up 3. Create  a  conversa6on 4. Show  the  demo  last 5. Share  what  you  learn 14
  15. 15. License:  CC  BY-­‐NC-­‐SA     #1  Have  a  plan www.lanehalley.com 15Photo:  @thinknow  |  Atomic  Object
  16. 16. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Before  you  GOOB* Who  do  you  want  to  talk  to? Where  do  you  find  these  people? *  Get  out  of  the  Building 16
  17. 17. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Sub-­‐segments Share  pain Use  the  same  jargon Congregate  in  communiMes Cooper  &  Vlaskovits 17
  18. 18. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com How  do  you  find  (the  right)  people? Social  media  (Facebook,  Twimer) Special  interest  groups  (Meetups) Friends  and  Family Coffee  shops,  malls….wherever  they  are 18
  19. 19. License:  CC  BY-­‐NC-­‐SA     #2  Pair  up Photo:  @thinknow  |  Atomic  Object www.lanehalley.com 19
  20. 20. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Two  heads  are  bemer  than  one Two  roles Guide  the  conversaMon Take  notes,  ensure  completeness Remember  to  take  turns! Makes  it  easier  to Focus  on  conversaMon Agree  what  you  heard/saw 20
  21. 21. License:  CC  BY-­‐NC-­‐SA     #3  Create  a  conversaMon Photo:  @thinknow  |  LUXr www.lanehalley.com 21
  22. 22. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Typical  flow Warm-­‐up  ques6ons  to  set  context  “Tell  me  a  limle  about  yourself…” Talk  about  real  events,  avoid  conjecture  “Tell  me  about  a  recent  Mme  when  you…” Express  apprecia6on  “Thanks  for  your  6me!” Ask  for  referrals  and  permission  to  follow  up 22
  23. 23. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Listen  for  needs  and  goals   “If  you  had  that  feature,  what  would   that  allow  you  to  do?” 23
  24. 24. License:  CC  BY-­‐NC-­‐SA     #4  Show  the  demo  last Photo:  @thinknow  |  LUXr www.lanehalley.com 24
  25. 25. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Avoid  leading  quesMons Leading:  “How  would  you  use  our  product?” BeSer:  “Tell  me  a  story  about  the  last  6me   you  …” 25
  26. 26. License:  CC  BY-­‐NC-­‐SA     #5  Share  what  you  learn 26Photo:  @thinknow  |  LUXr www.lanehalley.com
  27. 27. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Tips  for  sharing Notes  on  cards  or  s6ckies Photos Put  it  on  the  wall Small  conversa6ons,  frequently 27
  28. 28. Photo:  @thinknow @thinknow  |  www.luxr.co   28 AcMvity:  PracMce  interview  
  29. 29. License:  CC  BY-­‐NC-­‐SA     PracMce  Interview 29www.lanehalley.comPhoto:  @thinknow  |  LUXr
  30. 30. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com PracMce  interview   Find  someone  you  don’t  know  well.  Choose  who  will  be  the  first   “architect/interviewer.”  The  other  person  is  the  “customer/ interviewee.”     Architect:  Conduct  a  5-­‐minute  interview  to  learn  the  quali7es   that  would  make  this  customer  LOVE  the  house  you  will  design.   • Create  a  conversa7on •   Open  and  closed-­‐ended  ques7ons •   Paraphrasing •   Body  language  and  encouragers   Switch  aZer  5  minutes  so  each  person  gets  a  turn  as  architect 30
  31. 31. Photo:  @thinknow @thinknow  |  www.luxr.co   31 AcMvity:  Make  a  topic  map
  32. 32. License:  CC  BY-­‐NC-­‐SA     Topic  Map 32www.lanehalley.com
  33. 33. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Make  a  topic  map  (team  acMvity) 5  min   Individual  ac7vity  (silent):  Write  s7ckies   that  answer  the  ques7on  “what  do  I  wish  I   knew  about  my  customer/user?” 5  min   Group  ac7vity:  Taking  turns,  read  your   s7ckies  to  each  other  and  put  them  on  a   table  or  poster. 5  min   Group  ac7vity:  organize  the  s7ckies,  give   each  group  a  short  1-­‐3  word  name. 5  min   Individual  ac7vity:  Copy  the  group  names   to  a  topic  map 33
  34. 34. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Thank  you! Lane  Halley www.lanehalley.com @thinknow 34
  35. 35. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   35 Lean  Design  & Agile  Development   for  Web  &  Mobile

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