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



Presented at Startup UCLA

Presented at Startup UCLA
July 17, 2013



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  • Full Name Full Name Comment goes here.
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  • hi i don't know how this slide works???
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  • Looks like IOS7 link is broken. Iam updating the same again.
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  • @anilbms, thanks for sharing your experience, I appreciate your comment.
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  • @LaneHally: Nice slides. I like to add one point - http://goo.gl/u5a5f ISO7 changing its UI based on feedback. This one is the live example, value of customer feedback, to get better product. Yesterday, I also got popup in my Facebook profile- asking - want to become Android tester? access advance pre-release feature and give feedback. This is on more technique to get user feedback.
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Five steps to learn what your customers (really) want Presentation Transcript

  • 1. 5  Steps   to  learn  what  your   customers  (really)  want Text
  • 2. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Tweet  it! Lane  Halley www.lanehalley.com @thinknow 2
  • 3. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   3 A  bit  about  me...
  • 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. License:  CC  BY-­‐NC-­‐SA     You  can’t  just  “hit  it  with  the  pre5y  s7ck” 5www.lanehalley.com 6Photo:  flickr/Caro'H
  • 6. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Every  product  has  a  user  experience, whether  you  plan  it  or  not. 6
  • 7. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com How  will  you  create  an  inten7onal   user  experience  for  your  product? 7
  • 8. License:  CC  BY-­‐NC-­‐SA     Focus  on  the  problem,  not  the  soluMon www.lanehalley.com 8Photo:  flickr/woodleywonderworks
  • 9. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   PEOPLE USES FEATURES Business  vision NEEDS 9 UI  design,   wireframes,   visual  design
  • 10. License:  CC  BY-­‐NC-­‐SA     Talking  to  customers   shouldn’t  be  a  special  occasion 10www.lanehalley.comPhoto:  flickr/...love  Maegan
  • 11. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   #2  New  York   Times  bestseller 11
  • 12. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com The  Lean  Startup  cycle 12 Lean  Startup  cycle  credit:  Eric  Ries
  • 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. 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. License:  CC  BY-­‐NC-­‐SA     #1  Have  a  plan www.lanehalley.com 15Photo:  @thinknow  |  Atomic  Object
  • 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. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Sub-­‐segments Share  pain Use  the  same  jargon Congregate  in  communiMes Cooper  &  Vlaskovits 17
  • 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. License:  CC  BY-­‐NC-­‐SA     #2  Pair  up Photo:  @thinknow  |  Atomic  Object www.lanehalley.com 19
  • 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. License:  CC  BY-­‐NC-­‐SA     #3  Create  a  conversaMon Photo:  @thinknow  |  LUXr www.lanehalley.com 21
  • 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. 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. License:  CC  BY-­‐NC-­‐SA     #4  Show  the  demo  last Photo:  @thinknow  |  LUXr www.lanehalley.com 24
  • 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. License:  CC  BY-­‐NC-­‐SA     #5  Share  what  you  learn 26Photo:  @thinknow  |  LUXr www.lanehalley.com
  • 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. Photo:  @thinknow @thinknow  |  www.luxr.co   28 AcMvity:  PracMce  interview  
  • 29. License:  CC  BY-­‐NC-­‐SA     PracMce  Interview 29www.lanehalley.comPhoto:  @thinknow  |  LUXr
  • 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. Photo:  @thinknow @thinknow  |  www.luxr.co   31 AcMvity:  Make  a  topic  map
  • 32. License:  CC  BY-­‐NC-­‐SA     Topic  Map 32www.lanehalley.com
  • 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. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Thank  you! Lane  Halley www.lanehalley.com @thinknow 34
  • 35. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com   35 Lean  Design  & Agile  Development   for  Web  &  Mobile