Seven Tips for Effective Customer Conversations

Seven &ps for Eﬀec&ve Customer Conversa&ons Startup UCLA, July 18, 2012

Tweet it! @thinknow Lane Halley www.lanehalley.com License: CC BY-‐NC-‐SA www.lanehalley.com 2

License: CC BY-‐NC-‐SA www.lanehalley.com 3

Lean Design & Agile Development for Web & Mobile License: CC BY-‐NC-‐SA www.lanehalley.com 4

Make products people want Ideas are plen&ful Low technology barriers Low switching cost License: CC BY-‐NC-‐SA www.lanehalley.com 5

You can’t just “hit it with the pre[y s&ck” Flickr | CaroH 6

Every product has a user experience, whether you plan it or not License: CC BY-‐NC-‐SA www.lanehalley.com 7

How will you create an inten&onal user experience for your product? License: CC BY-‐NC-‐SA www.lanehalley.com 8

Focus on the problem, not the solu&on Flickr | woodleywonderworks 9

PEOPLE License: CC BY-‐NC-‐SA www.lanehalley.com 10

PEOPLE NEEDS License: CC BY-‐NC-‐SA www.lanehalley.com 11

PEOPLE NEEDS Business vision License: CC BY-‐NC-‐SA www.lanehalley.com 12

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PEOPLE NEEDS Business vision USES FEATURES License: CC BY-‐NC-‐SA www.lanehalley.com 14

PEOPLE NEEDS Business vision USES UI design, wireframes, visual design FEATURES License: CC BY-‐NC-‐SA www.lanehalley.com 15

Talking to customers shouldn’t be a special occasion Flickr | ...love Maegan 16

The Lean Startup cycle Lean Startup cycle by Eric Ries | drawn by @thinknow License: CC BY-‐NC-‐SA www.lanehalley.com 17

The Lean Startup (UX) cycle Customer Conversa&ons Lean Startup cycle by Eric Ries | drawn by @thinknow License: CC BY-‐NC-‐SA www.lanehalley.com 18

The Lean Startup (UX) cycle Personas, needs and uses Customer Conversa&ons Lean Startup cycle by Eric Ries | drawn by @thinknow License: CC BY-‐NC-‐SA www.lanehalley.com 19

The Lean Startup (UX) cycle Personas, needs and uses Customer Prototypes & Conversa&ons Experiments Lean Startup cycle by Eric Ries | drawn by @thinknow License: CC BY-‐NC-‐SA www.lanehalley.com 20

The Lean Startup (UX) cycle Personas, needs and uses Customer Prototypes & Conversa&ons Experiments Qualita&ve evalua&on Lean Startup cycle by Eric Ries | drawn by @thinknow License: CC BY-‐NC-‐SA www.lanehalley.com 21

7 &ps for eﬀec&ve customer conversa&ons Have a plan Pair interviews Keep it comfortable Avoid leading ques&ons Listen for needs and goals Listen ﬁrst, then show the demo Share what you learn License: CC BY-‐NC-‐SA www.lanehalley.com 22

Have a plan Who do you want to talk to? What do you want to learn? License: CC BY-‐NC-‐SA www.lanehalley.com 23

Team interview planning Image @thinknow | Atomic Object 24

Topic Map Image @thinknow | LUXr 25

Pair interviews Photo: @thinknow | Atomic Object License: CC BY-‐NC-‐SA www.lanehalley.com 26

Keep it comfortable Create a conversa&on Open and closed-‐ended ques&ons Paraphrasing Body language and encouragers License: CC BY-‐NC-‐SA www.lanehalley.com 27

Avoid leading ques&ons Leading: “How would you use our product?” Be[er: “ Tell me a story about the last &me you …” License: CC BY-‐NC-‐SA www.lanehalley.com 28

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 29

Listen ﬁrst, then show the demo Warm-‐up ques&ons to set context   “Tell me a li[le about yourself…” Talk about real events, avoid conjecture   “Tell me about a recent &me when you…” Show demos/sketches later in mee&ng   “Show me how you would use this to…” Express apprecia&on “ Thanks for your &me!” Ask for referrals and permission to follow up License: CC BY-‐NC-‐SA www.lanehalley.com 30

Share what you learn License: CC BY-‐NC-‐SA www.lanehalley.com 31

Ac&vity: Prac&ce interview Photo: @thinknow License: CC BY-‐NC-‐SA www.lanehalley.com 32

Prac&ce 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 quali&es that would make this customer LOVE the house you will design. •  Create a conversa&on •  Open and closed-‐ended ques&ons •  Paraphrasing •  Body language and encouragers Switch arer 5 minutes so each person gets a turn as architect License: CC BY-‐NC-‐SA www.lanehalley.com 33

Ac&vity: Make a topic map Photo: @thinknow License: CC BY-‐NC-‐SA www.lanehalley.com 34

Make a topic map Work in your startup teams 5 min Individual ac&vity (silent): Write s&ckies that answer the ques&on “what do I wish I knew about my customer/user?” 5 min Group ac&vity: Taking turns, read your s&ckies to each other and put them on a table or poster. 5 min Group ac&vity: organize the s&ckies, give each group a short 1-‐3 word name. 5 min Individual ac&vity: Copy the group names to a topic map License: CC BY-‐NC-‐SA www.lanehalley.com 35

Thank you! @thinknow Lane Halley www.lanehalley.com License: CC BY-‐NC-‐SA www.lanehalley.com 36

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Seven Tips for Effective Customer Conversations

by Lane Halley on Jul 17, 2012

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