Gaining Empathy with your Users - the RTFM of User Experience

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  • *More diplomatically: all methods have strengths and weaknesses\n
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  • Tip: Don’t front-load your discovery research. Keep it going through product cycle ... combine discovery with usability\n\n
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  • Focus = in person interviews, broadly applies to remote live interviews ...\n
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  • + Recruit beta users\n\n
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  • I’d like US to finish on time ...\n
  • I’d like US to finish on time ...\n
  • I’d like US to finish on time ...\n
  • I’d like US to finish on time ...\n
  • I’d like US to finish on time ...\n
  • I’d like US to finish on time ...\n
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  • Reassure - no pressure, joke\n
  • Imagine you are at home, what would you do next?\n
  • Probe. Why?\n
  • Probe. Why?\n
  • probe. Thinkaloud\n
  • I’d like US to finish on time ...\n
  • 1. None\n2. Doesn’t matter - start small. Key thing, iterate!\n3. Steve Krug: “Recruit loosely and grade on a curve”\n
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  • Gaining Empathy with your Users - the RTFM of User Experience

    1. 1. The RTFM ofUser Experience @uxrick@500startups Apr/13/12
    2. 2. CastThanks to Braden Kowitz for smiley graphics
    3. 3. Cast Product/BizThanks to Braden Kowitz for smiley graphics
    4. 4. Cast Product/Biz EngThanks to Braden Kowitz for smiley graphics
    5. 5. Cast Product/Biz UX EngThanks to Braden Kowitz for smiley graphics
    6. 6. Cast Product/Biz UX User EngThanks to Braden Kowitz for smiley graphics
    7. 7. 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
    8. 8. 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
    9. 9. http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
    10. 10. How do I build avideo conferencing site with MS Office? http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
    11. 11. 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
    12. 12. What do our users want?Pic: http://www.flickr.com/photos/victoriapeckham/164175205
    13. 13. What do our TTYFU! users want?Pic: http://www.flickr.com/photos/victoriapeckham/164175205
    14. 14. What do our TTYFU! users want? Talk To Your Fantastic(?) UsersPic: http://www.flickr.com/photos/victoriapeckham/164175205
    15. 15. Lean Research TipsH ow t o TTY FU i nthe real world
    16. 16. 1. WHICHMETHOD?
    17. 17. “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
    18. 18. “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
    19. 19. Solution: Triangulate multiple methods QuantitativeQualitative
    20. 20. Solution: Triangulate multiple methods Quantitative AnalyticsInterviews for Lea discovery nU Qualitative X! Usability tests
    21. 21. 2. WHEN DO WETTOFU?
    22. 22. In Theory Product iterationsIdea $$$
    23. 23. In Theory Product iterations Idea $$$Early discovery Usability testing /research Analytics as you iterate
    24. 24. Usability In Practice PivotIdea 2 Idea Pivot $$$Early discoveryresearch
    25. 25. Usability In Practice Pivot Idea 2StIdeay ag a ile. Smal Pivot l #use$$$ . rs Itera te. Keep learningEarly discoverycrementally. inresearch
    26. 26. 3. WHO DO WETALK TO?
    27. 27. 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, ...
    28. 28. 4. WHO GETS TOTALK WITHUSERS?
    29. 29. Everyone in the team Even the backend database guy ...
    30. 30. 5. HOW DO ITALK WITHUSERS?
    31. 31. Golden Rule 1• Participant should do 90% of the talking Blah blah blah blah blah blah Blah blah blah blah blah blah
    32. 32. 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
    33. 33. Golden Rule 2• People lie /exaggerate / want to please I spend 10 hours a day on sites like yours
    34. 34. Golden Rule 2• People lie /exaggerate / want to pleaseWatch and probe I spend 10 hours a day on sites like yours
    35. 35. Watch• Try and situate interview in real live behavior• Are they doing what they are saying?• Watch body language
    36. 36. Probe•Ask why• Ask for examples• ... but don’t interrogate!
    37. 37. 6. DATAANALYSIS IS FUN Yeah, right ...
    38. 38. More Golden Rules• Take notes / audio / video• Debrief immediately afterwards• Extract out key findings (current behaviour! delights! hates! quotes! issues! usability issues! bugs!)
    39. 39. 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)
    40. 40. 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)
    41. 41. 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?
    42. 42. 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?
    43. 43. 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.
    44. 44. Over time• Users will start to cluster (do they match your personas?)• Themes will emerge• Consistent themes drive product evolution
    45. 45. 7. INTERVIEWPRACTICE
    46. 46. Interview Practice
    47. 47. 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 ...
    48. 48. Interview Practice This is my baby. What do you love about it? Imagine how would use it.
    49. 49. Interview Practice This is my baby. What annoys you about it?
    50. 50. Interview Practice Weather wafflewaffle waffle Superbowl waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle Superbowl ...
    51. 51. Interview Practice Lets do a focus group
    52. 52. Interview Practice
    53. 53. Interview Practice I’m super nervous ... am I being tested?
    54. 54. Interview Practice What do I do next? Should I sign up? Is this OK?
    55. 55. Interview Practice I HATE IT. THIS IS &^**(}ED UP, MAN.
    56. 56. Interview Practice I LOVE THIS. ITS THE BEST THING EVER
    57. 57. Interview Practice <click> <click> <done> <silence>
    58. 58. Interview Practice Weather wafflewaffle waffle Superbowl waffle waffle iPhone
    59. 59. Summary• TTYFU• Triangulate methods• Shut up!• Iterate• Extract themes -> Learn
    60. 60. GO FORTH & TTYFU! @uxrick@500startups Apr/13/12

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