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