Get the most out of getting out of the building

Getting the most out ofgetting out of the building Better Customer Interviewing Todd Warren 1-15-2013

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

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

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

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”

Interview Demo

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

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

Eventually, consolidate into cross usermodels

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

Affinity Example

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

Assignment: 6 debriefed interviews• Use the interview debrief template in google docs • One sheet per team • One tab per interview subject

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

Get the most out of getting out of the building

by Todd Warren on Jan 27, 2013

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Get the most out of getting out of the building Presentation Transcript