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‹#›© 2014 Pivotal Software, Inc. All rights reserved. ‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Better Products through
Talking to Users
Jason Fraser
June 2015
‹#›© 2014 Pivotal Software, Inc. All rights reserved. ‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Better Products through
Talking to Users
Jason Fraser
June 2015
LISTENING!
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Customer Development Interviews
• Types of Interviews
• How to Interview
• Practice!
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Generative
Evaluative
Quant QualUser
Research
Surveys
•Starbucks
•Interviews
•Mental Models
(Indi Young)
•Contextual Inquiry
(Byer & Holzblatt)
Optimizely
Analytics
A/B Testing
Key Metrics
•Hallway Usability
•In Office/Remote
Usability
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Generative
Evaluative
Quant QualUser
Research
Interviews
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Before the Interview
• Identify Who you want to talk to
• Articulate your hypothesis
• Create a Topic Map for the conversation
• Jot down Conversation Prompts
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Who: Make a Persona
“Mary”
Demographics
Behaviors
Needs and Goals
• 34 years old
• Lives in Reading
• Married
• 2 kids
• Household $125k/yr
• Has a house cleaner
• Buys take-away
dinners 3x/week
• Frequently feels
overwhelmed and
forgetful
• Help! Running
errands, managing
kids
• More time for friends
• To feel organized
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Activity
Now You Try!
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Hypothesis
I think that working moms have trouble keeping up with
errands that need to be done and are willing to pay to have
odd jobs taken care of.
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Mobile/Internet
habits
Feeling
Overwhelmed
Keeping everything
working
Last time they
got help
(housecleaner)
Personal time
Topic Map
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Activity
Make a Hypothesis
statement and a Topic
Map
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Conversation Prompts
“Have you ever had experience?”
“Can you tell me a story about that?”
“And then what happened?”
“Why (or how) did you do that?”
“What did you love (or hate) about that?”
“If you could wave a magic wand and make it perfect, what
would it be like?”
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
During the Interview
Take notes
Smile
Ask open-ended questions
Get their story
Shut up and listen
Do
Talk about your product
Ask about future behavior
Ask leading questions
Sell
Talk too much
Don’t
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Activity
Practice Interviews!
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
After the Interview: Debrief
One idea per sticky note
What I heard
What I saw
What stood out
Dump (5 min, solo)
Collect similar items
Label Groups
Stack duplicates
Note trends and exceptions
Sort (10 min, team)
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Activity
Debrief
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
After the Interview: Debrief
One idea per sticky note
What I heard
What I saw
What stood out
Dump (5 min, solo)
Collect similar items
Label Groups
Stack duplicates
Note trends and exceptions
Sort (10 min, team)
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Remember this? Users
1.
2.
3.
Mary can...
Needs
Uses
Features
Deliver
LEARN
This Week
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Activity
3-up Sketching
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Activity
Features!
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
ありがとうございました
Intro to User Research Methods, Japan, June 6, 2015

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Intro to User Research Methods, Japan, June 6, 2015

  • 1.
  • 2. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Better Products through Talking to Users Jason Fraser June 2015
  • 3. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Better Products through Talking to Users Jason Fraser June 2015 LISTENING!
  • 4. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Customer Development Interviews • Types of Interviews • How to Interview • Practice!
  • 5. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Generative Evaluative Quant QualUser Research Surveys •Starbucks •Interviews •Mental Models (Indi Young) •Contextual Inquiry (Byer & Holzblatt) Optimizely Analytics A/B Testing Key Metrics •Hallway Usability •In Office/Remote Usability
  • 6. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Generative Evaluative Quant QualUser Research Interviews
  • 7. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Before the Interview • Identify Who you want to talk to • Articulate your hypothesis • Create a Topic Map for the conversation • Jot down Conversation Prompts
  • 8. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Who: Make a Persona “Mary” Demographics Behaviors Needs and Goals • 34 years old • Lives in Reading • Married • 2 kids • Household $125k/yr • Has a house cleaner • Buys take-away dinners 3x/week • Frequently feels overwhelmed and forgetful • Help! Running errands, managing kids • More time for friends • To feel organized
  • 9. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Activity Now You Try!
  • 10. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Hypothesis I think that working moms have trouble keeping up with errands that need to be done and are willing to pay to have odd jobs taken care of.
  • 11. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Mobile/Internet habits Feeling Overwhelmed Keeping everything working Last time they got help (housecleaner) Personal time Topic Map
  • 12. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Activity Make a Hypothesis statement and a Topic Map
  • 13. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Conversation Prompts “Have you ever had experience?” “Can you tell me a story about that?” “And then what happened?” “Why (or how) did you do that?” “What did you love (or hate) about that?” “If you could wave a magic wand and make it perfect, what would it be like?”
  • 14. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. During the Interview Take notes Smile Ask open-ended questions Get their story Shut up and listen Do Talk about your product Ask about future behavior Ask leading questions Sell Talk too much Don’t
  • 15. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Activity Practice Interviews!
  • 16. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. After the Interview: Debrief One idea per sticky note What I heard What I saw What stood out Dump (5 min, solo) Collect similar items Label Groups Stack duplicates Note trends and exceptions Sort (10 min, team)
  • 17. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Activity Debrief
  • 18. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. After the Interview: Debrief One idea per sticky note What I heard What I saw What stood out Dump (5 min, solo) Collect similar items Label Groups Stack duplicates Note trends and exceptions Sort (10 min, team)
  • 19. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Remember this? Users 1. 2. 3. Mary can... Needs Uses Features Deliver LEARN This Week
  • 20. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Activity 3-up Sketching
  • 21. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. Activity Features!
  • 22. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. ありがとうございました