Perfectly Executing The
Wrong Plan
+Tomer Sharon
@tsharon
Photo
Model and a Google Search software engineer:
Model and a Google Search
Photo by Stephen Dobeck
Logo design by Guy Carmeli
WILL AND DANA
ARE FAILING
Photo by Stephen Dobeck
Photo credit: Getty Images
Photo credit: Getty Images
Photo credit: Getty Images
Photo credit: Getty Images
+Tomer Sharon
@tsharon
leanresearch.co
6
BIG PROBLEMS
Photo credit: Getty Images
1. PROBLEMPhoto
Are people interested enough to give us their email address?
2. LEARNED FROM FRIENDS
Photo
3. LISTENED TO USERS
Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
DON’T LISTEN TO USERS
Photo credit: Getty Images
@tsharon
OBSERVE BEHAVIOR
Photo credit: Getty Images
@tsharon
Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
BAD AT PREDICTING THE FUTURE
Photo credit: Getty Images
GIVEN THE OPPORTUNITY TO CHEAT…
Photo credit: Getty Images
WHAT WE SAY, WHAT WE DO
Photo credit: Getty Images
“WOULD YOU USE OUR APP?”
Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
4. DIDN’T TEST RISKIEST ASSUMPTION
Photo credit: Getty Images
Smartphone owners are
aware of their ineffective
note-taking habits.
note.io’s riskiest assumption
5. BOB-THE-BUILDER MENTALITY
Photo
@tsharon
6. PERFECTLY EXECUTE THE WRONG PLAN
Photo
PROBLEM MARKET PRODUCT
Credit: Laura Klein,
WHAT ARE THEY DOING WELL?
Photo
Interviews with 150 app developers (Sharon, 2015 - expected)
Who are my customers?
Do people need my product?
Is the produ...
UNDERSTAND PRIORITIES
Photo
EXECUTING THE
RIGHT PLAN
Photo by Stephen Dobeck
LEAN USER RESEARCH
Photo by Stephen Dobeck
PROVIDE
INSIGHTS INTO
PRODUCT
USERS, THEIR
PERSPECTIVES,
AND ABILITIES
TO THE RIGHT
PEOPLE AT THE
RIGHT TIME. Photo credit...
OBSERVATION
EXPERIENCE SAMPLING
FAKE DOORS
Photo credit: Getty Images
EXPERIENCE
SAMPLING
Photo credit: Getty Images
Photo credit: Getty Images
OVER AND OVER
Photo credit: Getty Images
goo.gl/fw9gD Photo credit: Getty Images
A GREAT QUESTION
Photo credit: Getty Images
NEEDS
FEATURES
PAINS
DELIGHTS
Photo credit: Getty Images
OBSERVATION
EXPERIENCE SAMPLING
FAKE DOORS
Photo credit: Getty Images
OBSERVATION
Photo credit: Getty Images
Photo credit: Getty Images
OBSERVING LISTENING
NOTICING GATHERING
Photo credit: Getty Images
@tsharon
PAYING ATTENTION
Photo credit: Getty Images
ROUTINES INTERRUPTIONS
ANNOYANCES DELIGHTS
TRANSITIONSPhoto credit: Getty Images
FEATURES
ASSUMPTIONS
PROBLEMS
WORKFLOWS
GOALS Photo credit: Getty Images
OBSERVATION
EXPERIENCE SAMPLING
FAKE DOORS
Photo credit: Getty Images
FAKE DOORS
“FAKE IT ‘TILL YOU MAKE IT”
Photo credit: Getty Images
Photo credit: Getty Images
Photo credit: Getty Images
OBSERVATION
EXPERIENCE SAMPLING
FAKE DOORS
Photo credit: Getty Images
PROVIDE
INSIGHTS INTO
PRODUCT
USERS, THEIR
PERSPECTIVES,
AND ABILITIES
TO THE RIGHT
PEOPLE AT THE
RIGHT TIME. Photo credit...
Explode
What helicopters do in movies
With permission from truthfacts.com
Photo credit: Getty Images
+Tomer Sharon
@tsharon
leanresearch.co
!
!
!
!
goo.gl/kvZ4OD
Big thanks to Stephen Dobeck, Roman Nurik, Frank Romano, Jac ...
Photo credit: Getty Images
YOU DON’T HAVE TIME TO
WORK ON THE WRONG APP
Photo credit: Getty Images
PERFECTLY
EXECUTE
THE RIGHT
PLAN
Perfectly Executing The Wrong Plan
Perfectly Executing The Wrong Plan
Perfectly Executing The Wrong Plan
Perfectly Executing The Wrong Plan
Perfectly Executing The Wrong Plan
Perfectly Executing The Wrong Plan
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Perfectly Executing The Wrong Plan

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Watch the talk: http://youtu.be/9TJTbRw4ri8

App developers ask themselves excellent questions about their users: Do people need my app? Can people use my app? Why do people sign up and then not use my app? However, app developers answer their excellent questions in invalid and unreliable ways. It is shocking to see how much effort app developers put in writing elegantly structured, refactored code, with good unit test coverage in an agile environment, and yet, their apps fail miserably.

This talk will inspire developers to implement valid and reliable ways to answer their most burning questions. It’ll help them validate or invalidate their assumptions on their own—cheaply, and quickly, by using simple user research techniques with a main goal in mind: developing apps people need, want, and enjoy.

Published in: Design, Business, Technology

Transcript of "Perfectly Executing The Wrong Plan"

  1. 1. Perfectly Executing The Wrong Plan +Tomer Sharon @tsharon
  2. 2. Photo
  3. 3. Model and a Google Search software engineer:
  4. 4. Model and a Google Search
  5. 5. Photo by Stephen Dobeck
  6. 6. Logo design by Guy Carmeli
  7. 7. WILL AND DANA ARE FAILING Photo by Stephen Dobeck
  8. 8. Photo credit: Getty Images
  9. 9. Photo credit: Getty Images
  10. 10. Photo credit: Getty Images
  11. 11. Photo credit: Getty Images
  12. 12. +Tomer Sharon @tsharon leanresearch.co
  13. 13. 6 BIG PROBLEMS Photo credit: Getty Images
  14. 14. 1. PROBLEMPhoto
  15. 15. Are people interested enough to give us their email address?
  16. 16. 2. LEARNED FROM FRIENDS Photo
  17. 17. 3. LISTENED TO USERS Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
  18. 18. DON’T LISTEN TO USERS Photo credit: Getty Images @tsharon
  19. 19. OBSERVE BEHAVIOR Photo credit: Getty Images @tsharon
  20. 20. Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
  21. 21. BAD AT PREDICTING THE FUTURE Photo credit: Getty Images
  22. 22. GIVEN THE OPPORTUNITY TO CHEAT… Photo credit: Getty Images
  23. 23. WHAT WE SAY, WHAT WE DO Photo credit: Getty Images
  24. 24. “WOULD YOU USE OUR APP?” Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
  25. 25. 4. DIDN’T TEST RISKIEST ASSUMPTION Photo credit: Getty Images
  26. 26. Smartphone owners are aware of their ineffective note-taking habits. note.io’s riskiest assumption
  27. 27. 5. BOB-THE-BUILDER MENTALITY Photo @tsharon
  28. 28. 6. PERFECTLY EXECUTE THE WRONG PLAN Photo
  29. 29. PROBLEM MARKET PRODUCT Credit: Laura Klein,
  30. 30. WHAT ARE THEY DOING WELL? Photo
  31. 31. Interviews with 150 app developers (Sharon, 2015 - expected) Who are my customers? Do people need my product? Is the product usable? Is the product better than the competition? Is the product getting better? Do people want the product? 0% 25% 50% 75% 100% 78% 84% 86% 89% 95% 97% Questions app developers ask about users
  32. 32. UNDERSTAND PRIORITIES Photo
  33. 33. EXECUTING THE RIGHT PLAN Photo by Stephen Dobeck
  34. 34. LEAN USER RESEARCH Photo by Stephen Dobeck
  35. 35. PROVIDE INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME. Photo credit: Getty Images @tsharon
  36. 36. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
  37. 37. EXPERIENCE SAMPLING Photo credit: Getty Images
  38. 38. Photo credit: Getty Images
  39. 39. OVER AND OVER Photo credit: Getty Images
  40. 40. goo.gl/fw9gD Photo credit: Getty Images
  41. 41. A GREAT QUESTION Photo credit: Getty Images
  42. 42. NEEDS FEATURES PAINS DELIGHTS Photo credit: Getty Images
  43. 43. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
  44. 44. OBSERVATION Photo credit: Getty Images
  45. 45. Photo credit: Getty Images
  46. 46. OBSERVING LISTENING NOTICING GATHERING Photo credit: Getty Images @tsharon
  47. 47. PAYING ATTENTION Photo credit: Getty Images
  48. 48. ROUTINES INTERRUPTIONS ANNOYANCES DELIGHTS TRANSITIONSPhoto credit: Getty Images
  49. 49. FEATURES ASSUMPTIONS PROBLEMS WORKFLOWS GOALS Photo credit: Getty Images
  50. 50. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
  51. 51. FAKE DOORS “FAKE IT ‘TILL YOU MAKE IT” Photo credit: Getty Images
  52. 52. Photo credit: Getty Images
  53. 53. Photo credit: Getty Images
  54. 54. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
  55. 55. PROVIDE INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME. Photo credit: Getty Images @tsharon
  56. 56. Explode What helicopters do in movies With permission from truthfacts.com
  57. 57. Photo credit: Getty Images
  58. 58. +Tomer Sharon @tsharon leanresearch.co ! ! ! ! goo.gl/kvZ4OD Big thanks to Stephen Dobeck, Roman Nurik, Frank Romano, Jac de Haan, Guy Carmeli, Angela Chang, Andrei Matei, & Ivo Popov
  59. 59. Photo credit: Getty Images YOU DON’T HAVE TIME TO WORK ON THE WRONG APP
  60. 60. Photo credit: Getty Images PERFECTLY EXECUTE THE RIGHT PLAN

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