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Customer validation with Diary Studies
 

Customer validation with Diary Studies

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I modified my diary study talk for LeanCamp, a one-day unconference for Lean Startup practitioners and fans.

I modified my diary study talk for LeanCamp, a one-day unconference for Lean Startup practitioners and fans.

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  • Rapid prototyping Kitchen startup Uxcamplondon.org Follow @boonych #leandiary
  • Definition of lean startup
  • Validate means finding out what customers _really_ want, not what we think they want or what they say they want Quickly means validated, actionable, testable, repeatable
  • Another assumption: research should also be validated. Not ‘fake’ customers, but real ones.
  • Note: give an example here
  • FIX THE PHOTO
  • Weird things may come out of this. May only make sense in the future. Don’t just dismiss data. Keep them, it may be useful later.
  • Iterate also on your research method

Customer validation with Diary Studies Customer validation with Diary Studies Presentation Transcript

  • Customer Validation using Diary Studies
    • LeanCamp London 2
    • January 18, 2012
    @boonych • #leandiary
  • About me
    • UX designer at SapientNitro
    • Formerly a developer (startups, prototyping, telecoms, rich internet apps)
    • MSc Human-Computer Interaction
    • UXCampLondon organiser
    @boonych • #leandiary uxcamplondon.org
  • Why this talk
    • Lean startup “epiphany”
    • Gaps: Need more qualitative methods for holistic view
    • Applying & integrating
    • Learning & sharing
    @boonych • #leandiary
  • The point
    • Plan and visualize with _validated_ data
    • Improve customer understanding and decision making process
    • Improve chances of building what customers really want
    @boonych • #leandiary
  • Some assumptions @boonych • #leandiary
    • “ The goal of a startup is to figure out the right thing to build—the thing customers want and will pay for—as quickly as possible.”
    • Eric Ries, The Lean Startup
    @boonych • #leandiary
    • “ The goal of a startup is to figure out the right thing to build— the thing customers want and will pay for — as quickly as possible. ”
    • Eric Ries, The Lean Startup
    @boonych • #leandiary Validated customer insight Actionable learning, tightly integrated with tools & metrics
    • “… customer archetype is a hypothesis, not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.”
    • Eric Ries, The Lean Startup
    @boonych • #leandiary
    • “… customer archetype is a hypothesis , not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.”
    • Eric Ries, The Lean Startup
    @boonych • #leandiary Continuous research Improve research methods iteratively Evolve the data & learning
  • Customer Validation @boonych • #leandiary Diary Studies help here
  • Caveats
    • Only the basics
    • Not a silver bullet
    • There is help around
    • Learn from each other
    @boonych • #leandiary
  • Diary Studies from 30,000 feet
    • What? How? Why?
    • Analyzing and gaining insights
    • Practical tips
    • Ideas on how to apply
    @boonych • #leandiary
    • A diary study involves participants reporting their activities over a specific period of time, usually apart from the researcher and in their normal daily lives.
    @boonych • #leandiary
  • Benefits
    • Why users behave a certain way
    • Right context & environment
    • Remote
    • Sample over a duration
    • Bridge qualitative & quantitative
    • Integrate with metrics & tools
    • Flexibility
    @boonych • #leandiary
  • @boonych • #leandiary Users record thoughts, comments, etc. over time http://www.flickr.com/photos/vanessabertozzi/877910821 http://www.flickr.com/photos/yourdon/3599753183/ http://www.flickr.com/photos/stevendepolo/3020452399/ http://www.flickr.com/photos/jevnin/390234217/ Interview users Gather feedback, data Organise and analyse (affinity maps, analytics)
  • Participants keep a record of
    • “ When” data
    • Date & time
    • Duration
    • Activity / task
    • “ What" data
    • Activity / task
    • Feelings / mood
    • Environment / setting
    @boonych • #leandiary
  • No one right way to collect data @boonych • #leandiary Structured Yes/no Select a category Date & time Multiple choice Unstructured Open-ended Opinions / thoughts / feelings Notes / comments http://www.flickr.com/photos/roboppy/9625780/ http://www.flickr.com/photos/vanessabertozzi/877910821 Combine / mix & match
  • Organize before analyze @boonych • #leandiary
    • Affinity mapping (integrate with “To the whiteboard”* exercises)
    • Extract notes from interview data
    • Place similar notes together, repeat
    • “ tag” clusters according to topic, title, concept, etc.
    • Extract learning and insights by illustrating the whole concept
    • See “Rich Pictures” from Soft Systems Methodology
    *See “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
  • Demo time!
    • How to make sense of your data
    @boonych • #leandiary
  • “ Hygiene ” aspects
    • At the beginning
    • Introduction / get-to-know-you
    • Demographics & psychographics, profiling
    • Instructions / Setting expectations
    • At the end
    • Follow-up
    • Thanks / token gift
    • Reflection
    @boonych • #leandiary
  • Pitfalls
    • Belief bias
    • Behavior adjustment
    • Ramp-up time
    • Failure to recall
    @boonych • #leandiary
  • Ideas! @boonych • #leandiary http://www.flickr.com/photos/danieloop/5336396524/
  • Start small, be nimble
    • Low-tech (email, SMS, twitter, paper/pen, phone interviews)
    • Simple, not complex, diary forms
    • Let users just ‘dump’ facts, don’t force them to think so much
    • Catch up regularly & share often
    • Tweak on the fly
    @boonych • #leandiary
  • Bring an observer or two
    • Efficiency is shared experience
    • Bring one or two key stakeholders along to the interview sessions (e.g. lead dev, mktg, sales, CEO, etc.
    • Share and contrast: Don’t be precious about your own viewpoints
    @boonych • #leandiary http://www.flickr.com/photos/qkgirl/4837119913/
  • Map diary to session tracking @boonych • #leandiary Validate diary data against your metrics. Customers sometimes behave differently than what they say. Make the data richer.
  • Integrate with business metrics
    • Use diary studies to test business assumptions
    • Test against segments
    • Useful for generative or evaluative research
    • Scale up or down
    • Test with prototypes
    • Etc.
    @boonych • #leandiary Taken from “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
  • ‘ Hidden’ insights from qualitative data
    • Useful for new ideas
    • Generates more questions
    • Hidden facts about customers
    • Stuff you never knew to look
    • Store them for later
    @boonych • #leandiary
  • Take-aways
    • Diary studies are flexible, tweak to your requirements
    • Use it to address gaps in your research data
    • Integrate it with your existing measurement machinery
    • Refine and iterate your approach
    @boonych • #leandiary
  • Thanks
    • More on diary studies
    • http://www.webcredible.co.uk/user-friendly-resources/web-usability/diary-study-guide.shtml
    • http://www.system-concepts.com/articles/usability-articles/2011/a-quick-start-guide-to-online-diary-studies.html
    • Analyzing using affinity maps
    • http://www.usabilitybok.org/methods/affinity-diagram?section=how- to
    • http://www.mindtools.com/pages/article/newTMC_86.htm
    • Gamestorming book by Dave Gray, Sunni Brown, James Macanufo
    • Get in touch: @boonych on Twitter, or gluethink.com
    @boonych • #leandiary