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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Transcript

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