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

1. 5
Steps
to
learn
what
your
customers
(really)
want
Text

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Tweet
it!
Lane
Halley
www.lanehalley.com
@thinknow
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A
bit
about
me...

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BY-­‐NC-­‐SA
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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:
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Every
product
has
a
user
experience,
whether
you
plan
it
or
not.
6

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BY-­‐NC-­‐SA
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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

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PEOPLE
USES
FEATURES
Business
vision
NEEDS
9
UI
design,
wireframes,
visual
design

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BY-­‐NC-­‐SA
Talking
to
customers
shouldn’t
be
a
special
occasion
10www.lanehalley.comPhoto:
flickr/...love
Maegan

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#2
New
York
Times
bestseller
11

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The
Lean
Startup
cycle
12
Lean
Startup
cycle
credit:
Eric
Ries

13. License:
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BY-­‐NC-­‐SA
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The
Lean
Startup
(UX)
cycle
Prototypes
&
Experiments
QualitaMve
evaluaMon
Customer
ConversaMons
13
Lean
Startup
cycle
credit:
Eric
Ries
Personas,
needs
and
uses

14. License:
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BY-­‐NC-­‐SA
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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:
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BY-­‐NC-­‐SA
#1
Have
a
plan
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@thinknow
|
Atomic
Object

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BY-­‐NC-­‐SA
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Before
you
GOOB*
Who
do
you
want
to
talk
to?
Where
do
you
find
these
people?
*
Get
out
of
the
Building
16

17. License:
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BY-­‐NC-­‐SA
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Sub-­‐segments
Share
pain
Use
the
same
jargon
Congregate
in
communiMes
Cooper
&
Vlaskovits
17

18. License:
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BY-­‐NC-­‐SA
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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

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BY-­‐NC-­‐SA
#2
Pair
up
Photo:
@thinknow
|
Atomic
Object www.lanehalley.com 19

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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

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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

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Listen
for
needs
and
goals
“If
you
had
that
feature,
what
would
that
allow
you
to
do?”
23

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BY-­‐NC-­‐SA
#4
Show
the
demo
last
Photo:
@thinknow
|
LUXr www.lanehalley.com 24

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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:
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BY-­‐NC-­‐SA
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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

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BY-­‐NC-­‐SA
PracMce
Interview
29www.lanehalley.comPhoto:
@thinknow
|
LUXr

30. License:
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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

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BY-­‐NC-­‐SA
Topic
Map
32www.lanehalley.com

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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:
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BY-­‐NC-­‐SA
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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