Five steps to learn what your customers (really) want

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Presentation at MuckerLab, Santa Monica CA …

Presentation at MuckerLab, Santa Monica CA
October 1, 2012
http://www.muckerlab.com/

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  • 1. 5  steps  to  learn    what  your  customers  (really)  want  MuckerLab,  October  1,  2012  
  • 2. Tweet  it!   @thinknow   Lane  Halley   www.lanehalley.com  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   2  
  • 3. License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   3  
  • 4. Lean  Design  &   Agile  Development     for  Web  &  Mobile  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   4  
  • 5. Why  make  products  people  want?   New  plaUorms  and  frameworks   New  device  ecosystem   New  distribuVon  methods   Low  switching  cost  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   5  
  • 6. You  can’t  just  “hit  it  with  the  preZy  sVck”  Flickr  |  CaroH   www.lanehalley.com   6   6  
  • 7. Every  product  has  a  user  experience,   whether  you  plan  it  or  not.  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   7  
  • 8. How  will  you  create  an  intenVonal   user  experience  for  your  product?  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   8  
  • 9. Focus  on  the  problem,  not  the  soluVon  Flickr  |  woodleywonderworks   www.lanehalley.com   9  
  • 10. PEOPLE   NEEDS   Business  vision   USES   UI  design,   wireframes,   visual  design   FEATURES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   10  
  • 11. Talking  to  customers    shouldn’t  be  a  special  occasion  Flickr  |  ...love  Maegan   www.lanehalley.com   11  
  • 12. #2  New  York  Times  bestseller   www.lanehalley.com   12  
  • 13. The  Lean  Startup  cycle   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   13  
  • 14. The  Lean  Startup  (UX)  cycle     Personas,  needs   and  uses   Customer   Prototypes  &   ConversaVons   Experiments   QualitaVve   evaluaVon     Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   14  
  • 15. Five  (easy)  steps   1.  Have  a  plan   2.  Pair  up   3.  Create  a  conversaVon   4.  Show  the  demo  last   5.  Share  what  you  learn  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   15  
  • 16. #1  Have  a  plan  Image  @thinknow    |  Atomic  Object   www.lanehalley.com   16  
  • 17. Before  you  GOOB*   Who  do  you  want  to  talk  to?   Where  do  you  find  these  people?   *  Get  out  of  the  Building  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   17  
  • 18. Sub-­‐segments   Share  pain   Use  the  same  jargon   Congregate  in  communiVes   Cooper  &  Vlaskovits  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   18  
  • 19. How  do  you  find  (the  right)  people?   Social  media  (Facebook,  TwiZer)   Special  interest  groups  (Meetups)   Friends  and  Family   Coffee  shops,  malls….wherever  they  are  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   19  
  • 20. #2  Pair  up  Photo:  @thinknow  |  Atomic  Object   www.lanehalley.com   20  
  • 21. Two  heads  are  beZer  than  one   Two  roles   Guide  the  conversaVon   Take  notes,  ensure  completeness   Remember  to  take  turns!   Makes  it  easier  to   Focus  on  conversaVon   Agree  what  you  heard/saw  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   21  
  • 22. #3  Create  a  conversaVon  Photo:  @thinknow  |  LUXr   www.lanehalley.com   22  
  • 23. Typical  flow   Warm-­‐up  quesVons  to  set  context    “Tell  me  a  liZle  about  yourself…”   Talk  about  real  events,  avoid  conjecture    “Tell  me  about  a  recent  Vme  when  you…”   Express  appreciaVon  “ Thanks  for  your  Vme!”   Ask  for  referrals  and  permission  to  follow  up  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   23  
  • 24. Listen  for  needs  and  goals    “If  you  had  that  feature,  what   would  that  allow  you  to  do?”  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   24  
  • 25. #5  Show  the  demo  last  Photo:  @thinknow  |  LUXr   www.lanehalley.com   25  
  • 26. Avoid  leading  quesVons   Leading:  “How  would  you  use  our  product?”   BeZer:  “ Tell  me  a  story  about  the  last  Vme   you  …”  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   26  
  • 27. #5  Share  what  you  learn  Photo:  @thinknow  |  LUXr   www.lanehalley.com   27  
  • 28. Tips  for  sharing   Notes  on  cards  or  sVckies   Photos   Put  it  on  the  wall   Small  conversaVons,  frequently  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   28  
  • 29. AcVvity:  PracVce  interview     License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   29  
  • 30. PracVce  Interview  Image  @thinknow    |  LUXr   www.lanehalley.com   30  
  • 31. PracVce  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  qualiVes   that  would  make  this  customer  LOVE  the  house  you  will  design.     •  Create  a  conversaVon   •    Open  and  closed-­‐ended  quesVons   •    Paraphrasing   •    Body  language  and  encouragers    Switch  auer  5  minutes  so  each  person  gets  a  turn  as  architect  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   31  
  • 32. AcVvity:  Make  a  topic  map   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   32  
  • 33. Topic  Map  Image  @thinknow    |  LUXr   www.lanehalley.com   33  
  • 34. Make  a  topic  map    Work  in  your  startup  teams   5  min  Individual  acVvity  (silent):  Write  sVckies   that  answer  the  quesVon  “what  do  I  wish   I  knew  about  my  customer/user?”   5  min  Group  acVvity:  Taking  turns,  read  your   sVckies  to  each  other  and  put  them  on  a   table  or  poster.   5  min  Group  acVvity:  organize  the  sVckies,  give   each  group  a  short  1-­‐3  word  name.   5  min  Individual  acVvity:  Copy  the  group  names   to  a  topic  map  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   34  
  • 35. Thank  you!   @thinknow   Lane  Halley   www.lanehalley.com  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   35