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Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
Customer validation with Diary Studies
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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
  • Transcript

    1. Customer Validation using Diary Studies <ul><li>LeanCamp London 2 </li></ul><ul><li>January 18, 2012 </li></ul>@boonych • #leandiary
    2. About me <ul><li>UX designer at SapientNitro </li></ul><ul><li>Formerly a developer (startups, prototyping, telecoms, rich internet apps) </li></ul><ul><li>MSc Human-Computer Interaction </li></ul><ul><li>UXCampLondon organiser </li></ul>@boonych • #leandiary uxcamplondon.org
    3. Why this talk <ul><li>Lean startup “epiphany” </li></ul><ul><li>Gaps: Need more qualitative methods for holistic view </li></ul><ul><li>Applying & integrating </li></ul><ul><li>Learning & sharing </li></ul>@boonych • #leandiary
    4. The point <ul><li>Plan and visualize with _validated_ data </li></ul><ul><li>Improve customer understanding and decision making process </li></ul><ul><li>Improve chances of building what customers really want </li></ul>@boonych • #leandiary
    5. Some assumptions @boonych • #leandiary
    6. <ul><li>“ 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.” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary
    7. <ul><li>“ 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. ” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary Validated customer insight Actionable learning, tightly integrated with tools & metrics
    8. <ul><li>“… 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.” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary
    9. <ul><li>“… 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.” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary Continuous research Improve research methods iteratively Evolve the data & learning
    10. Customer Validation @boonych • #leandiary Diary Studies help here
    11. Caveats <ul><li>Only the basics </li></ul><ul><li>Not a silver bullet </li></ul><ul><li>There is help around </li></ul><ul><li>Learn from each other </li></ul>@boonych • #leandiary
    12. Diary Studies from 30,000 feet <ul><li>What? How? Why? </li></ul><ul><li>Analyzing and gaining insights </li></ul><ul><li>Practical tips </li></ul><ul><li>Ideas on how to apply </li></ul>@boonych • #leandiary
    13. <ul><li>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. </li></ul>@boonych • #leandiary
    14. Benefits <ul><li>Why users behave a certain way </li></ul><ul><li>Right context & environment </li></ul><ul><li>Remote </li></ul><ul><li>Sample over a duration </li></ul><ul><li>Bridge qualitative & quantitative </li></ul><ul><li>Integrate with metrics & tools </li></ul><ul><li>Flexibility </li></ul>@boonych • #leandiary
    15. @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)
    16. Participants keep a record of <ul><li>“ When” data </li></ul><ul><li>Date & time </li></ul><ul><li>Duration </li></ul><ul><li>Activity / task </li></ul><ul><li>“ What&quot; data </li></ul><ul><li>Activity / task </li></ul><ul><li>Feelings / mood </li></ul><ul><li>Environment / setting </li></ul>@boonych • #leandiary
    17. 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
    18. Organize before analyze @boonych • #leandiary <ul><li>Affinity mapping (integrate with “To the whiteboard”* exercises) </li></ul><ul><li>Extract notes from interview data </li></ul><ul><li>Place similar notes together, repeat </li></ul><ul><li>“ tag” clusters according to topic, title, concept, etc. </li></ul><ul><li>Extract learning and insights by illustrating the whole concept </li></ul><ul><li>See “Rich Pictures” from Soft Systems Methodology </li></ul>*See “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
    19. Demo time! <ul><li>How to make sense of your data </li></ul>@boonych • #leandiary
    20. “ Hygiene ” aspects <ul><li>At the beginning </li></ul><ul><li>Introduction / get-to-know-you </li></ul><ul><li>Demographics & psychographics, profiling </li></ul><ul><li>Instructions / Setting expectations </li></ul><ul><li>At the end </li></ul><ul><li>Follow-up </li></ul><ul><li>Thanks / token gift </li></ul><ul><li>Reflection </li></ul>@boonych • #leandiary
    21. Pitfalls <ul><li>Belief bias </li></ul><ul><li>Behavior adjustment </li></ul><ul><li>Ramp-up time </li></ul><ul><li>Failure to recall </li></ul>@boonych • #leandiary
    22. Ideas! @boonych • #leandiary http://www.flickr.com/photos/danieloop/5336396524/
    23. Start small, be nimble <ul><li>Low-tech (email, SMS, twitter, paper/pen, phone interviews) </li></ul><ul><li>Simple, not complex, diary forms </li></ul><ul><li>Let users just ‘dump’ facts, don’t force them to think so much </li></ul><ul><li>Catch up regularly & share often </li></ul><ul><li>Tweak on the fly </li></ul>@boonych • #leandiary
    24. Bring an observer or two <ul><li>Efficiency is shared experience </li></ul><ul><li>Bring one or two key stakeholders along to the interview sessions (e.g. lead dev, mktg, sales, CEO, etc. </li></ul><ul><li>Share and contrast: Don’t be precious about your own viewpoints </li></ul>@boonych • #leandiary http://www.flickr.com/photos/qkgirl/4837119913/
    25. 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.
    26. Integrate with business metrics <ul><li>Use diary studies to test business assumptions </li></ul><ul><li>Test against segments </li></ul><ul><li>Useful for generative or evaluative research </li></ul><ul><li>Scale up or down </li></ul><ul><li>Test with prototypes </li></ul><ul><li>Etc. </li></ul>@boonych • #leandiary Taken from “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
    27. ‘ Hidden’ insights from qualitative data <ul><li>Useful for new ideas </li></ul><ul><li>Generates more questions </li></ul><ul><li>Hidden facts about customers </li></ul><ul><li>Stuff you never knew to look </li></ul><ul><li>Store them for later </li></ul>@boonych • #leandiary
    28. Take-aways <ul><li>Diary studies are flexible, tweak to your requirements </li></ul><ul><li>Use it to address gaps in your research data </li></ul><ul><li>Integrate it with your existing measurement machinery </li></ul><ul><li>Refine and iterate your approach </li></ul>@boonych • #leandiary
    29. Thanks <ul><li>More on diary studies </li></ul><ul><li>http://www.webcredible.co.uk/user-friendly-resources/web-usability/diary-study-guide.shtml </li></ul><ul><li>http://www.system-concepts.com/articles/usability-articles/2011/a-quick-start-guide-to-online-diary-studies.html </li></ul><ul><li>Analyzing using affinity maps </li></ul><ul><li>http://www.usabilitybok.org/methods/affinity-diagram?section=how- to </li></ul><ul><li>http://www.mindtools.com/pages/article/newTMC_86.htm </li></ul><ul><li>Gamestorming book by Dave Gray, Sunni Brown, James Macanufo </li></ul><ul><li>Get in touch: @boonych on Twitter, or gluethink.com </li></ul>@boonych • #leandiary

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