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

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Jason Fraser

Types of User Research, Persona Generation Activity, User Interview tips and tricks

Internet

‹#›© 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.
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.
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

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

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

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.

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

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)

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

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