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Get the most out of getting out of the building

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Presentation given 1-15-2013 in the Northwestern Class NUvention Web on using contextual design in the context of lean startup and customer development

Presentation given 1-15-2013 in the Northwestern Class NUvention Web on using contextual design in the context of lean startup and customer development


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  • 1. Getting the most out ofgetting out of the building Better Customer Interviewing Todd Warren 1-15-2013
  • 2. 3 kinds of user research Generative Techniques: Evolutionary • Contextual Design/Open Ended Techniques: Quantitative Interviews • Segmentation Studies • Paper Prototypes • Competitor study • Scenario “spike” Techniques: • “Net”-nography • Observed usability testing • A/B Tests Best: • Cohort Analysis • To generate designs Best: • Behavioral Metrics • Find Latent needs • Heat Mapping • To validate solution • Define segments/personas • Test Terminology and Flow Best: • Test wording and emphasis of value • Test discrete design difference prop • Optimize FlowBased on Janice Fraser Lean UX model, see: http://www.slideshare.net/clevergirl/ux-lean-startups-for-entrepreneurs-kellogg-edition
  • 3. Contextual Design Interviews• Watch users doing stuff versus answering questions.• Ground in the “Focus of Work” not the abstract of needs • Go to where they work• Underlying premise: users are bad at describing where they work around the system; but do it intuitively anyway• “Master/Apprentice” model—learn what it is they do, see what it is they do.• One person, less intimidating; allows teams to make progress faster
  • 4. Basic approach of a CI Interview• Define focus of the interview• Determine the subject (person)• Visit during a time that is in the context of related work• Watch them do the work; ask questions about what they are doing.• Gather “Artifacts”• Sketch their physical environment
  • 5. Contextual Design Interview• During the interview: • Take notes • Observes and ask questions • Record if possible • Take pictures if possible• Preamble: • “we are watching people use facebook, and we’d like to watch you work with facebook for 45min-hour as part of a class to develop a product concept”
  • 6. Interview Demo
  • 7. Debriefing the Interview• Interviewers express the narrative of what they have seen.• Recorders catch “factoids”• Recorders attempt to extract “flow” and “sequence”• Think about cultural context
  • 8. Interview de-brief• Involve at least 1-2 others from the team• Do as soon as possible after the interview• Have an individual who focuses on recording facts/sequences/work models who didn’t attend the interview• Record facts even if they seem irrelevant• Watch for rat-holes, detailed design discussion
  • 9. Eventually, consolidate into cross usermodels
  • 10. Work Models: Affinity Diagram • “Factoids” useful bits of information from the interview • “Design Ideas” potential features or areas of investigation for further study • Consolidate “bottoms up” based on how things fit together • Each interview can generate 50-ish factoids/DI’s • Use post-it notes (great for 3m!) • Can use electronic method: Microsoft’s “StickySorter”, linoit.com • “Cut and paste” from interview works well
  • 11. Affinity Example
  • 12. Affinity Model –Enthusiast apps• Likely to use app before/after activity (not during)• Outdoor enthusiasts are looking for feature rich phones• People want to be able to conveniently and easily share media• Want to share with the right community -> Unobtrusive seamless sharing• Enthusiasts want to know where they’ve been/started and where friends are• Want to be safe and know surroundings• Need accurate real time and future weather info• Need multiple modes of connectivity to avoid coverage-dependent situations
  • 13. Assignment: 6 debriefed interviews• Use the interview debrief template in google docs • One sheet per team • One tab per interview subject
  • 14. Next Week• New Presentation template • Canvas • Solution Resume• Contextual Interviews • 6 per team minimum • Record via spreadsheet and an entry in Launchpadcentral• Canvas Update Launchpadcentral• Landing Page• Connect with Faculty Advisor and AB Mentor

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