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5	  steps	  to	  learn	  	  what	  your	  customers	  (really)	  want	  MuckerLab,	  October	  1,	  2012	  
Tweet	  it!	       @thinknow	         Lane	  Halley	         www.lanehalley.com	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     ...
License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     3	  
Lean	  Design	  &	                                               Agile	  Development	  	                                  ...
Why	  make	  products	  people	  want?	               New	  plaUorms	  and	  frameworks	               New	  device	  ecos...
You	  can’t	  just	  “hit	  it	  with	  the	  preZy	  sVck”	  Flickr	  |	  CaroH	        www.lanehalley.com	              ...
Every	  product	  has	  a	  user	  experience,	        whether	  you	  plan	  it	  or	  not.	  License:	  CC	  BY-­‐NC-­‐S...
How	  will	  you	  create	  an	  intenVonal	        user	  experience	  for	  your	  product?	  License:	  CC	  BY-­‐NC-­‐...
Focus	  on	  the	  problem,	  not	  the	  soluVon	  Flickr	  |	  woodleywonderworks	     www.lanehalley.com	     9	  
PEOPLE	                                                NEEDS	             Business	  vision	                              ...
Talking	  to	  customers	  	  shouldn’t	  be	  a	  special	  occasion	  Flickr	  |	  ...love	  Maegan	     www.lanehalley....
#2	  New	  York	  Times	  bestseller	                   www.lanehalley.com	     12	  
The	  Lean	  Startup	  cycle	                                                                 Lean	  Startup	  cycle	  by	...
The	  Lean	  Startup	  (UX)	  cycle	  	                                                Personas,	  needs	                 ...
Five	  (easy)	  steps	               1.            Have	  a	  plan	               2.            Pair	  up	               3...
#1	  Have	  a	  plan	  Image	  @thinknow	  	  |	  Atomic	  Object	     www.lanehalley.com	     16	  
Before	  you	  GOOB*	               Who	  do	  you	  want	  to	  talk	  to?	               Where	  do	  you	  find	  these	...
Sub-­‐segments	               Share	  pain	               Use	  the	  same	  jargon	               Congregate	  in	  commu...
How	  do	  you	  find	  (the	  right)	  people?	               Social	  media	  (Facebook,	  TwiZer)	               Special...
#2	  Pair	  up	  Photo:	  @thinknow	  |	  Atomic	  Object	     www.lanehalley.com	     20	  
Two	  heads	  are	  beZer	  than	  one	               Two	  roles	                            Guide	  the	  conversaVon	  ...
#3	  Create	  a	  conversaVon	  Photo:	  @thinknow	  |	  LUXr	     www.lanehalley.com	     22	  
Typical	  flow	               Warm-­‐up	  quesVons	  to	  set	  context	                             “Tell	  me	  a	  liZl...
Listen	  for	  needs	  and	  goals	          	  “If	  you	  had	  that	  feature,	  what	              would	  that	  allo...
#5	  Show	  the	  demo	  last	  Photo:	  @thinknow	  |	  LUXr	     www.lanehalley.com	     25	  
Avoid	  leading	  quesVons	               Leading:	  “How	  would	  you	  use	  our	  product?”	               BeZer:	  “ ...
#5	  Share	  what	  you	  learn	  Photo:	  @thinknow	  |	  LUXr	     www.lanehalley.com	     27	  
Tips	  for	  sharing	               Notes	  on	  cards	  or	  sVckies	               Photos	               Put	  it	  on	 ...
AcVvity:	  PracVce	  interview	  	    License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     29	  
PracVce	  Interview	  Image	  @thinknow	  	  |	  LUXr	     www.lanehalley.com	     30	  
PracVce	  interview	             	  Find	  someone	  you	  don’t	  know	  well.	  Choose	  who	  will	  be	  the	  first	  ...
AcVvity:	  Make	  a	  topic	  map	    License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     32	  
Topic	  Map	  Image	  @thinknow	  	  |	  LUXr	     www.lanehalley.com	     33	  
Make	  a	  topic	  map	            	  Work	  in	  your	  startup	  teams	               5	  min                        	  ...
Thank	  you!	       @thinknow	         Lane	  Halley	         www.lanehalley.com	  License:	  CC	  BY-­‐NC-­‐SA	  	  	    ...
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Five steps to learn what your customers (really) want

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Presentation at MuckerLab, Santa Monica CA
October 1, 2012
http://www.muckerlab.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  MuckerLab,  October  1,  2012  
  2. 2. Tweet  it!   @thinknow   Lane  Halley   www.lanehalley.com  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   2  
  3. 3. License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   3  
  4. 4. Lean  Design  &   Agile  Development     for  Web  &  Mobile  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   4  
  5. 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. 6. You  can’t  just  “hit  it  with  the  preZy  sVck”  Flickr  |  CaroH   www.lanehalley.com   6   6  
  7. 7. Every  product  has  a  user  experience,   whether  you  plan  it  or  not.  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   7  
  8. 8. How  will  you  create  an  intenVonal   user  experience  for  your  product?  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   8  
  9. 9. Focus  on  the  problem,  not  the  soluVon  Flickr  |  woodleywonderworks   www.lanehalley.com   9  
  10. 10. PEOPLE   NEEDS   Business  vision   USES   UI  design,   wireframes,   visual  design   FEATURES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   10  
  11. 11. Talking  to  customers    shouldn’t  be  a  special  occasion  Flickr  |  ...love  Maegan   www.lanehalley.com   11  
  12. 12. #2  New  York  Times  bestseller   www.lanehalley.com   12  
  13. 13. The  Lean  Startup  cycle   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   13  
  14. 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. 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. 16. #1  Have  a  plan  Image  @thinknow    |  Atomic  Object   www.lanehalley.com   16  
  17. 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. 18. Sub-­‐segments   Share  pain   Use  the  same  jargon   Congregate  in  communiVes   Cooper  &  Vlaskovits  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   18  
  19. 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. 20. #2  Pair  up  Photo:  @thinknow  |  Atomic  Object   www.lanehalley.com   20  
  21. 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. 22. #3  Create  a  conversaVon  Photo:  @thinknow  |  LUXr   www.lanehalley.com   22  
  23. 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. 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. 25. #5  Show  the  demo  last  Photo:  @thinknow  |  LUXr   www.lanehalley.com   25  
  26. 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. 27. #5  Share  what  you  learn  Photo:  @thinknow  |  LUXr   www.lanehalley.com   27  
  28. 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. 29. AcVvity:  PracVce  interview     License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   29  
  30. 30. PracVce  Interview  Image  @thinknow    |  LUXr   www.lanehalley.com   30  
  31. 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. 32. AcVvity:  Make  a  topic  map   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   32  
  33. 33. Topic  Map  Image  @thinknow    |  LUXr   www.lanehalley.com   33  
  34. 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. 35. Thank  you!   @thinknow   Lane  Halley   www.lanehalley.com  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   35  

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