I'm out of the buiding, now what?

I’M OUT OF THE BUILDING… NOW WHAT? Lean UX Residency (LUXr) March 16, 2011

GeGng out of the building “Customer Development is the process of how you get out of the building and search for the model. Customer Development is designed so that you the founder(s) gather ﬁrst hand experience about customer and market needs.” SteveBlank.com, 5/13/2010 www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 2 3.0 United States

In other words… “Go speak (in person if possible) with living, breathing customers to determine the validity of your assump^ons.” “The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 3 3.0 United States

What assumpôns are we making?   Who is the user? Who is the customer?   Where does our product fit in their work or life?   What problems does our product solve?   When and how is our product used?   What features are important?   How should our product look and behave? www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 4 3.0 United States

What’s a user? “There are only two industries that refer to their customers as ‘users’: computer design and drug dealing.” Edward Tufe www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 5 3.0 United States

What’s a user? User = “person who uses the product”   Consumer products, customer = user   Enterprise products, customer ≠ user www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 6 3.0 United States

Why don’t we talk to users?   We’re users   We know a lot of users   We’re smarter than our users   We’ve got a lot of other important things to do   Users don’t want to be bothered   We don’t know how to talk to users   We fear rejec^on ;( www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 7 3.0 United States

Remember, it starts with you! People who are good at Customer Discovery know how to: • Put themselves in the customers’ shoes • Understand the problems they have • Listen well (less talking!) • Understand what you hear (not what you want to hear) • Deal with constant change Paraphrased from “ The Four Steps to the Epiphany” www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 8 3.0 United States

The eight steps to Customer Discovery Document Customer-‐Problem-‐Soluôn Hypothesis Brainstorm Business Model Hypothesis Find Prospects to talk to Reach out to prospects   Engage prospects Phase Gate I Compile | Measure | Test Problem-‐Soluôn Fit/MVP Phase Gate II Compile | Measure | Test “The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 9 3.0 United States

Today we’ll focus on four in the middle… Document Customer-‐Problem-‐Soluôn Hypothesis Brainstorm Business Model Hypothesis ✓ Find Prospects to talk to ✓ Reach out to prospects ✓ Engage prospects ✓ Phase Gate I Compile | Measure | Test Problem-‐Soluôn Fit/MVP Phase Gate II Compile | Measure | Test “The Entrepreneurs Guide to Customer Development,” Cooper & Vlaskovits www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 10 3.0 United States

FIND AND REACH OUT TO PROSPECTS www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 11 3.0 United States

Where do you find users to talk to?   In-‐line Web recrui^ng   Conferences and industry events   Special interest groups/user groups   Market research firms   Craigslist   Friends and Family www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 12 3.0 United States

In-‐line Web recrui^ng   Ethnio (www.ethnio.net) Recruit people from your website via triggers   “Talk to us” bu_on Start live chat session   Remote viewing (Morae from TechSmith) Screen sharing and recording www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 13 3.0 United States

Conferences, industry events, user groups   Master the “quick hit” interview (1-‐2 quesôns)   Divide and conquer, debrief as a group   Use a green room, designated area for interviews   Collect names for later   Demo staôn www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 14 3.0 United States

Market research firms   Easier for “consumer” than “professional”   Can save you ^me finding and scheduling   Good for out of state or internaônal recrui^ng   You can use their faciliês   You don’t have to adver^se your iden^ty www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 15 3.0 United States

Craigslist   Place ad in “gigs” or “jobs” area   Direct people to an online survey (SurveyMonkey)   Survey results can be valuable in themselves   Scheduling is hard, pre-‐screen for availability   Experiment with different levels of compensaôn   Going rate varies, check similar ads for guides www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 16 3.0 United States

Friends and Family   You already know their context   Good for quick impressions   Great to prac^ce on “friendlies”   Beware you don’t talk to same people too much   Don’t forget to use F&F for more introduc^ons www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 17 3.0 United States

ENGAGE PROSPECTS www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 18 3.0 United States

TOOLS FOR: Understanding your users   Effec^ve interviews   Innovaôn Games   Five users every Friday www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 19 3.0 United States

Tips for eﬀec^ve interviews   Iden^fy who do you want to talk to and what you want to learn   Plan your interview themes as a team   Collect ar^facts, debrief and share   Use your visits for mul^ple purposes www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 20 3.0 United States

Tips for effec^ve interviews Use open-‐ended quesôns to encourage conversaôn Closed: “What did you eat for breakfast today?” Open: “What’s your favorite breakfast and why?” Don’t be afraid to ask “why” a lot. www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 21 3.0 United States

Tips for eﬀec^ve interviews Iden^fy the need behind a feature request “If you HAD feature x, what would that allow you to do?” www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 22 3.0 United States

Sample interview flow   Warm-‐up quesôns to set context “Tell me a li)le about yourself…”   Talk about real events, avoid conjecture “Tell me about a recent 6me when you…”   Show demos/sketches later in mee^ng “Show me how you would use this to…”   Express appreciaôn “ Thanks for your 6me!”   If the interview went well, it’s OK to ask if you can contact them again later www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 23 3.0 United States

Innova^on Games Speedboat Speedboat Spider web Product Box Remember the future www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 24 3.0 United States

“Five Users Every Friday” Situaôn   Major consumer electronics retailer wanted flexible fast implementaôn of Web features   Agile development, UX perceived as a bo_leneck Approach   Rapid prototyping and user feedback   Full team par^cipaôn required Results   Greater confidence, less ^me wasted   Improved team understanding of user needs Source: Tom Ilmensee www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 25 3.0 United States

Weekly research tasks Friday Run protocol High level summary Monday Analyze data Create findings summary Create wireframes Tuesday Discuss recommendaôns with team Iden^fy immediate and long term research needs with team Create high-‐level test plans Wednesday Prepare protocol Thursday Prepare ar^facts / prototype Source: Tom Ilmensee www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 26 3.0 United States

Compile | Measure | Test www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 27 3.0 United States

TOOLS FOR: Synthesis   Ar^facts from fieldwork   Affinity models   Personas   Workflows and conceptual models www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 28 3.0 United States

Share pictures and ar^facts with the team www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 29 3.0 United States

Use aﬃnity models for group synthesis www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 30 3.0 United States

Good user research = stronger personas Well-‐researched personas help your team make be_er decisions. A good persona descripôn defines:   Goals   AGtudes   Work or ac^vity flow   Environment   Skill level   Frustraôns www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 31 3.0 United States

Speciﬁc is more important than accurate www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 32 3.0 United States

Workﬂow models inform good sketches www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 33 3.0 United States

TOOLS FOR: Envisioning the solu^on   Stories/scenarios   Collabora^ve sketching/Design Studio   Prototypes These techniques can be used within your team to build consensus, and with customers and users to explore and validate concepts. www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 34 3.0 United States

Using scenarios Scenarios help your team explore and develop a shared understanding of the desired user experience. 1  Set the stage − Who is the subject of the story? − What does this person want to do and why? 2  Tell the story: − Imagine the ideal user experience − Describe informaôn and acôns, not controls 3  Evolve to become more detailed and specific www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 35 3.0 United States

Sample scenario: about Peter PETER is a serious bike commuter •  Owns several bikes (mountain bike, recumbent), doesn’t own a car •  Biking is his main form of transportaôn •  Bikes are his hobby, he loves to look at and learn about bikes •  Carries lots of stuff when he rides (computer, books, groceries) •  Rides in all weather, needs to get to work clean and not too sweaty www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 36 3.0 United States

Sample scenario: Peter’s scenario •  Peter is a regular customer at Mike’s Bikes. He learns that there’s a new urban cargo bike available and he’s curious to check it out. •  When Peter gets to the site, it recognizes him and shows him what’s new since his last visit. He can see there’s a street bike he started to configure on his last visit, but he doesn’t want to work on that now. •  He easily finds the new cargo bike he came to see. •  He learns about the cargo bike by reviewing some technical informaôn about gear raôs and then watches a video of the bike in acôn. www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 37 3.0 United States

Sample scenario: Peter’s scenario •  He is interested in the cargo bike, but wants to talk to someone who owns one. He reaches out to the Mike’s Bikes community to ask a quesôn and quickly gets an answer. •  He configures the cargo bike with some opônal equipment he might want. He can see an adjusted total price as he works. •  Happy with what he sees, he makes an appointment to come into the shop on Saturday to see both bikes he is considering. www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 38 3.0 United States

Collabora^ve sketching www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 39 3.0 United States

Paper prototype www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 40 3.0 United States

Mix well and repeat frequently! Method Benefits 5-‐users every Friday Introduce “ritual” of talking to people regularly Conversaônal interview Pa_erns of use Behaviors and mo^vaôns Pain points and opportuniês Innovaôn games Mental models Shared team understanding Lo-‐fidelity prototype Validate and evolve concept Reacôn to navigaôn/structural elements Hi-‐fidelity prototype Reacôn to visual look and feel Test branding, messaging www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 41 3.0 United States

Recommended reading Inspired: How To Create Products Customers Love Marty Cagan Designing for the Digital Age: How to Create Human-‐Centered Products and Services Kim Goodwin www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 42 3.0 United States

Recommended reading Prototyping, A PracIIoner’s Guide Todd Zaki Warfel The Back of the Napkin Dan Roam www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 43 3.0 United States

Recommended reading InnovaIon Games: CreaIng Breakthrough Products Through CollaboraIve Play Luke Hohmann www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 44 3.0 United States

Photo credits and resources 5: “What’s a user?” h_p://www.edwardtufe.com/tufe/advocate_1099 22: Photos, Lane Halley 23-‐34: “Five Users Every Friday,” Tom Ilmensee, Alyson Muff h_p://www.computer.org/portal/web/csdl/doi/10.1109/AGILE.2009.45 27: Photos, Lane Halley 28: Photo, Lane Halley 30: Photo, Flickr: dtsato/582640684 31: Photo, Flickr: jazzmasterson/275800917 34: Photo, Flickr: quesôn_everything/2267542126 Scenario: www.slideshare.net/LaneHalley/design-‐studio-‐workshop-‐scenarios 37: Photos, Lane Halley 38: Photo, Lane Halley www.slideshare.com/lanehalley License: Crea^ve Commons A_ribuôn-‐Share Alike www.luxr.co 45 3.0 United States

Thanks! Let me know if this was helpful… Lane Halley lbh.inc@gmail.com twi_er: thinknow www.slideshare.net/lanehalley www.LUXr.co www.slideshare.com/lanehalley License: Crea^ve Commons A_ribu^on-‐Share Alike www.luxr.co 46 3.0 United States

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https://corpwiki.appnexus.com	24
http://www.techgig.com	21
http://www.agile-school.com	10
http://www.twylah.com	9
http://twitter.com	8
https://muw.blackboard.com	7
http://us-w1.rockmelt.com	6
http://a0.twimg.com	4
https://wiki.appnexus.com	2
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http://10.150.200.57	1

I'm out of the buiding, now what?

by Lane Halley on Mar 15, 2011

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I’m out of the buiding, now what? — Presentation Transcript