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How to get more than opinions: UX tips for customer development
 

How to get more than opinions: UX tips for customer development

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Latest iteration of this talk as presented at Lean Startup Machine London, 19 Jan 2013

Latest iteration of this talk as presented at Lean Startup Machine London, 19 Jan 2013

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  • Getting out of the building  UX! UX research is useful for Customer discoveryCustomer developmentValidating your hypothesisMaking something that solves a problem or addresses a needMaking something usable and delightfulIt’s “generative” and “evaluative” It’s all about people skills!
  • Explain quickly that UX offers tons of methods, techniques and materials. You will have to get out of the building as part of this event, so we’ll focus on these (click).
  • Who do you need to talk to? What do you need to observe? What do you hope to find out? What’s your hypothesis about your customers? What attitudes and values do they hold?Also, make sure you identify your own bias and beliefs!
  • Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
  • Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
  • begin interviews with a 'softball' question - a question that is simple to answer and puts the participant at ease. 
  • how to approach people
  • Be careful with WHY. ‘How did you know that X?’ ‘What were you thinking at the moment when X?’ This does not interrupt the recounting process. So ‘tell me how it was that you came to be looking for this site that day’ does the work of ‘why were you looking... ?If you’ve made people comfortable, Why should be ok.
  • Manage expectations
  • mention Sal’s emotional annotation technique

How to get more than opinions: UX tips for customer development How to get more than opinions: UX tips for customer development Presentation Transcript

  • How to get more than opinionsInterview techniques and adviceJohanna Kollmann - @johannakollLean Startup Machine London, 19 January 2013 Photo by NASA Marshall Space Flight Center http://www.flickr.com/photos/28634332@N05/5038531149/
  • UX helps you to get out of the building Photo by Bottleleaf http://www.flickr.com/photos/bottleleaf/2258627441/
  • (Some) research methods (yeah we have a lot) Quantitative Qualitative Surveys Contextual inquiryGenerative Interviews Mental models Interviews Diary studies Automated card sort Usability testing Surveys Moderated card sortEvaluative Automated studies Wizard of Oz Analytics A/B Testing Multi-variant testing Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer
  • Before you leave the building
  • Plan who to talk to where about what and why Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//
  • What topics shall the interview cover? Dieting Buying food Exercise Preparing food Eating out Busy lifestyle Struggles
  • Prompts rather than set questions Day-in-a-life (today, yesterday) Decide what to eat Last time on a diet How active (want vs. do) Preparing food for oneself Preparing food for family/friends
  • Have a ‘softball question’ ready Please tell me a little bit about your cooking this week. Could you tell me about the last dish you prepared yourself?
  • Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/
  • Out in the wild
  • Ask open questions – don’t lead YAY NAY • Who • Did • What • Have • When • Are • Where • Were • Why • Will • How Were you trying to do A or B?What were you trying to do?
  • Some great all-purpose questions• Has there ever been a time when you had x experience?• Could you tell me about that?• What was great about that?• What was awful about that?• Why did you do that?• And then, what happened?• If you had a magic wand, what would you make the situation be like? By Janice Fraser
  • How to keep people talking What do you mean by… Tell me more… What else can you tell me about… Can you tell me the Help me understand better story about that?
  • Echoing and rephrasing This is confusing... Confusing... Yes, confusing. I wasnt sure whether... Example from ‘Storytelling for User Experience’ by Whitney Quesenbery & Kevin Brooks
  • Do’s and don’ts Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/
  • DoBe the learner, not the expertAsk naïve questionsAsk for specific storiesAllow people time to thinkListen!Take notes or recordTake photos or collect artefacts Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/
  • Don’tBe an interrogatorAsk questions that sound like blame, or argumentativeAsk for solutionsTry to solve problems during the interviewAsk what features people wantAsk people to imagine theoretical situations Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/
  • Making sense of what you saw and heard
  • Photos taken at DesignJam London events by Rachel Winch and falkowata
  • Have fun! Photo by Ed Stevenson http://www.flickr.com/photos/estevenson/2641282945/
  • ResourcesNotes from my Leancamp session on this topic http://johannakoll.posterous.com/ux-research-tips-for-customer-development-notMental Models by Indi YoungStorytelling for User Experience by Whitney Quesenbery & Kevin BrooksRemote Research by Nate Bolt & Tony TulathimutteUndercover User Experience by Cennydd BowlesDesigning for the Digital Age by Kim GoodwinLUXr resources and materials by Janice Fraser (http://www.slideshare.net/clevergirl/) and Lane Halley(http://www.slideshare.net/LaneHalley/)Articles on User Interface Engineering (http://www.uie.com/browse/usability_testing/)