Gaining Empathy with your Users - the RTFM of User Experience

The RTFM ofUser Experience @uxrick@500startups Apr/13/12

CastThanks to Braden Kowitz for smiley graphics

Cast Product/BizThanks to Braden Kowitz for smiley graphics

Cast Product/Biz EngThanks to Braden Kowitz for smiley graphics

Cast Product/Biz UX EngThanks to Braden Kowitz for smiley graphics

Cast Product/Biz UX User EngThanks to Braden Kowitz for smiley graphics

Think Usability? Intro to Intro to(Speaker/ How to Lean UX Task generative Personas Intersect What are methods? Analysis? Lecture) interviewing Distinguish & POVs Brainstorm you building btw needs w/ Biz & Analytics Distro in next week & insights Agile? & next 3 mo? User Customer/ Solution Needs Uses Features Prototype Story/ Test Empathy Problem Ideation Release DeﬁnitionMake Make persona(Method/ Practice with of target user(s) Framing Wireframes Mock Activity) partner Brainstorm dashboard POV madlib Practice Ecosystem & Storyboard Sketches synthesizing Distribution Flows empathy map map How to test conversion Reﬁne survey Compare personas Prioritize How to events? questions created by diff based on tech/ test? Test with real team members biz/distro users &Check Product Design Guild What are How to(Method/ riskiest How to test? Activity) Show partner test? hypotheses? map Interview real users? Thurs Fri Sat

Think Usability? Intro to Intro to(Speaker/ How to Lean UX Task generative Personas Intersect What are methods? Analysis? Lecture) interviewing Distinguish & POVs Brainstorm you building btw needs w/ Biz & Analytics Distro in next week & insights Agile? & next 3 mo? User Customer/ Solution Needs Uses Features Prototype Story/ Test Empathy Problem Ideation Release Deﬁnition What do ourMake users want? Make persona(Method/ Practice with of target user(s) Framing Wireframes Mock Activity) partner Brainstorm dashboard POV madlib Practice Ecosystem & Storyboard Sketches synthesizing Distribution Flows empathy map map How to test conversion Reﬁne survey Compare personas Prioritize How to events? questions created by diff based on tech/ test? Test with real team members biz/distro users &Check Product Design Guild What are How to(Method/ riskiest How to test? Activity) Show partner test? hypotheses? map Interview real users? Thurs Fri Sat

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How do I build avideo conferencing site with MS Ofﬁce? http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html

How do I build a RTFM! video conferencing site with MS Ofﬁce?Read The Fantastic(?) Manual http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html

What do our users want?Pic: http://www.ﬂickr.com/photos/victoriapeckham/164175205

What do our TTYFU! users want?Pic: http://www.ﬂickr.com/photos/victoriapeckham/164175205

What do our TTYFU! users want? Talk To Your Fantastic(?) UsersPic: http://www.ﬂickr.com/photos/victoriapeckham/164175205

Lean Research TipsH ow t o TTY FU i nthe real world

1. WHICHMETHOD?

“Launch and Show to EnriqueAsk Dave see” usertesting.com Show toDemo at cognitive walkthrough David Pogue SXSW Card sorting In-person Analytics expert review Usability testing Friends n’ Family A/B testing Dogfooding Funnel analysis remote interviews Contextual interviews Beta test click/5sec testsFocus groups Surveys

“Launch and Show to Enrique Ask Dave Here’s see” a dirty“Launchto usertesting.com Show and .. Demo at creCard..sorting Analytics David Pogue se t cognitive walkthrough see” SXSW In-person They all suck* expert review A/B testing Usability testing Dogfooding Friends n’ Family Funnel analysis remote interviews Contextual interviews Beta test Show toFocus groups Surveys Especiallytests one click/5sec this David Pogue

Solution: Triangulate multiple methods QuantitativeQualitative

Solution: Triangulate multiple methods Quantitative AnalyticsInterviews for Lea discovery nU Qualitative X! Usability tests

2. WHEN DO WETTOFU?

In Theory Product iterationsIdea $$$

In Theory Product iterations Idea $$$Early discovery Usability testing /research Analytics as you iterate

Usability In Practice PivotIdea 2 Idea Pivot $$$Early discoveryresearch

Usability In Practice Pivot Idea 2StIdeay ag a ile. Smal Pivot l #use$$$ . rs Itera te. Keep learningEarly discoverycrementally. inresearch

3. WHO DO WETALK TO?

Every human interaction is a research opportunityCandidates = Superset of:Target users, friends, Enrique, your homeneighbours, your ofﬁce neighbours, signiﬁcantothers, new person on team, advisors, oldcollege friends, that cute girl/guy on bus, ...

4. WHO GETS TOTALK WITHUSERS?

Everyone in the team Even the backend database guy ...

5. HOW DO ITALK WITHUSERS?

Golden Rule 1• Participant should do 90% of the talking Blah blah blah blah blah blah Blah blah blah blah blah blah

Golden Rule 1• Participant should do 90% of the talking i.e. Shut up Blah blah blah blah blah blah Blah blah blah blah blah blah

Golden Rule 2• People lie /exaggerate / want to please I spend 10 hours a day on sites like yours

Golden Rule 2• People lie /exaggerate / want to pleaseWatch and probe I spend 10 hours a day on sites like yours

Watch• Try and situate interview in real live behavior• Are they doing what they are saying?• Watch body language

Probe•Ask why• Ask for examples• ... but don’t interrogate!

6. DATAANALYSIS IS FUN Yeah, right ...

More Golden Rules• Take notes / audio / video• Debrief immediately afterwards• Extract out key ﬁndings (current behaviour! delights! hates! quotes! issues! usability issues! bugs!)

Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis.the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (ladywho couldn’t Mac/Firefox 3 Embarrassing Bug Enrique: fix bugstop laughing)

Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis.the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (lady Give memorable nicknameswho couldn’t Mac/Firefox 3 Embarrassing Bug Enrique: fix bugstop laughing)

Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis. the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (ladyWhat did who couldn’t Commodore 64 ... Embarrassing Bug Enrique: fix bugthey use? stop laughing) ...do? say?

Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis.the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (ladywho couldn’t analysis. YourCommodore 64 ... Embarrassing Bug Enrique: fix bug What did youstop laughing) ... learn?

Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis.the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (lady Commodore 64who couldn’t ... ... Be agile. Act fix bug Embarrassing Bug Enrique:stop laughing) on findings.

Over time• Users will start to cluster (do they match your personas?)• Themes will emerge• Consistent themes drive product evolution

7. INTERVIEWPRACTICE

Interview Practice

Interview Practice Let me show you the product! It uses CSS, Django 1.4 and node.js v22. What we’re trying to do here ...

Interview Practice This is my baby. What do you love about it? Imagine how would use it.

Interview Practice This is my baby. What annoys you about it?

Interview Practice Weather wafflewaffle waffle Superbowl waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle Superbowl ...

Interview Practice Lets do a focus group

Interview Practice

Interview Practice I’m super nervous ... am I being tested?

Interview Practice What do I do next? Should I sign up? Is this OK?

Interview Practice I HATE IT. THIS IS &^**(}ED UP, MAN.

Interview Practice I LOVE THIS. ITS THE BEST THING EVER

Interview Practice <click> <click> <done> <silence>

Interview Practice Weather wafflewaffle waffle Superbowl waffle waffle iPhone

Summary• TTYFU• Triangulate methods• Shut up!• Iterate• Extract themes -> Learn

GO FORTH & TTYFU! @uxrick@500startups Apr/13/12

Gaining Empathy with your Users - the RTFM of User Experience

by Rick Boardman on Apr 16, 2012

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Gaining Empathy with your Users - the RTFM of User Experience Presentation Transcript