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Get what you need when you get out of the building

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Slides from my workshop for UCL's Master's program in Technology Entrepreneurship.

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Get what you need when you get out of the building

  1. 1. Mastering Startups UCL TE MSc “How to get what you needwhen you get out of the building” Ian Collingwood @johnnyforeigner ian@uxdna.co.uk With grateful thanks to Johanna Kollman @johannakoll
  2. 2. IntroductionsWhat are we talking about?How does this fit into startup culture?Who are your customers?Where will you find them?Planning your interviewsInterview techniquesKeeping notesMaking sense of it allPutting it to work on your startup
  3. 3. Introductions
  4. 4. Who am I?- Founder of UXdna Limited (UK, Spain & Brazil)- Specialise in Design Thinking- Startup focused, but also work with enterprise clients- Seedcamp, TechHub, TEDx Leancamp, TheNextWeb, LeanStartUpMachine, IADAS etc
  5. 5. Who are you?- Technologists- Business people- Designers- UXers- Something else-rs
  6. 6. Where are you from?- UK- Europe- BRIC (Brazil, Russia, India, China)- USA- Somewhere else
  7. 7. What are you working on?- Studying- Running a startup (full-time / part-time)- “Intrapreneur”- Something else
  8. 8. Do you know what these terms mean...?- UX- UI- UCD- Lean Startup
  9. 9. What are we talking about today?
  10. 10. Industry Jargon
  11. 11. Industry JargonUX
  12. 12. Industry Jargon UXUser Experience
  13. 13. Industry Jargon UX UIUser Experience
  14. 14. Industry Jargon UX UIUser Experience User Interface
  15. 15. Industry Jargon UX UIUser Experience User Interface UCD
  16. 16. Industry Jargon UX UIUser Experience User Interface UCD User Centred Design
  17. 17. http://home.howstuffworks.com/hammer.htm
  18. 18. http://home.howstuffworks.com/hammer.htm
  19. 19. 90,000-40,000 BC (Late Mousterian period) 5,500 - 2,500 BC (Late Archaic period) Dordogne, France Montana, USA 2,500 -1,500 BC (Late Neolithic Period) Cumbria, UKhttp://imgur.com/gallery/Ky0BP http://finds.org.uk/database/search/results/objecttype/axe+hammer/broadperiod/BRONZE+AGEhttp://www.stoneageartifacts.com/html/Artifact-Hand%20Axes.html http://www.iceageartifacts.com/axes_celts_tools.htm
  20. 20. The UCD Cycle ISO 13407
  21. 21. 20,000 BC (Late Gadgeterian period) Basel, Switzerlandhttp://imgur.com/gallery/Ky0BP
  22. 22. Applying the User Centred Design cycle improves our chances ofUCD Cycle delivering a good User Experience Usability IA IxD UX (User Experience) UI Visual Design Content Strategy
  23. 23. How does this fit with startup culture?
  24. 24. Remember this?
  25. 25. Look familiar?
  26. 26. Look familiar?
  27. 27. Eric & Steve say...“Get out of the building!”
  28. 28. UX people are good at getting out of the building
  29. 29. UX people are good at getting out of the building
  30. 30. UX people are good at getting out of the building Quantitative
  31. 31. UX people are good at getting out of the building Quantitative Qualitative
  32. 32. UX people are good at getting out of the building Quantitative QualitativeGenerative
  33. 33. UX people are good at getting out of the building Quantitative QualitativeGenerativeEvaluative
  34. 34. UX people are good at getting out of the building Quantitative Qualitative Depth Interviews Contextual Inquiry Surveys EthnographyGenerative Interviews Diary Studies Participatory Design (Co-creation) Mental Models Web Analytics Multi-variant Testing Usability Testing Remote Card Sorting Moderated Card SortingEvaluative Clicktale / CrazyEgg (et al) Wizard of Oz Testing Treejack (et al) Desirability Toolkit Chalkmark / 5-Second Test (et al) R.I.T. Usertesting.com (et al)
  35. 35. UX people are good at getting out of the building Quantitative Qualitative Depth Interviews Contextual Inquiry Surveys EthnographyGenerative Interviews Diary Studies Participatory Design (Co-creation) Mental Models Web Analytics Multi-variant Testing Usability Testing Remote Card Sorting Moderated Card SortingEvaluative Clicktale / CrazyEgg (et al) Wizard of Oz Testing Treejack (et al) Desirability Toolkit Chalkmark / 5-Second Test (et al) R.I.T. Usertesting.com (et al)
  36. 36. UX people are good at getting out of the building Quantitative Qualitative Depth Interviews Contextual Inquiry Surveys EthnographyGenerative Interviews Diary Studies Participatory Design (Co-creation) Mental Models Web Analytics Multi-variant Testing Usability Testing Remote Card Sorting Moderated Card SortingEvaluative Clicktale / CrazyEgg (et al) Wizard of Oz Testing Treejack (et al) Desirability Toolkit Chalkmark / 5-Second Test (et al) R.I.T. Usertesting.com (et al)
  37. 37. UX people are good at getting out of the building Quantitative Qualitative Depth Interviews Contextual Inquiry Surveys EthnographyGenerative Interviews Diary Studies Participatory Design (Co-creation) Mental Models Web Analytics Multi-variant Testing Usability Testing Remote Card Sorting Moderated Card SortingEvaluative Clicktale / CrazyEgg (et al) Wizard of Oz Testing Treejack (et al) Desirability Toolkit Chalkmark / 5-Second Test (et al) R.I.T. Usertesting.com (et al)
  38. 38. UX people are good at getting out of the building Quantitative Qualitative Depth Interviews Contextual Inquiry Surveys EthnographyGenerative Interviews Diary Studies Participatory Design (Co-creation) Mental Models Web Analytics Multi-variant Testing Usability Testing Remote Card Sorting Moderated Card SortingEvaluative Clicktale / CrazyEgg (et al) Wizard of Oz Testing Treejack (et al) Desirability Toolkit Chalkmark / 5-Second Test (et al) R.I.T. Usertesting.com (et al) Adapted from material by Johanna Kollman Janice Fraser, Nate Bolt, Christian Rohrer
  39. 39. Case Study
  40. 40. locali.se Problem Hypothesis: For young foreign students who have not travelled much before, coming to study in the UK can be a frightening and stressful experience Solution Hypothesis: Make planning, arrival and life in the UK simple, safe and friendly for new students”- Freemium model- Free detailed guides to living in the UK in multiple languages- Premium paid services include: - Meet & greet at the airport - Shared taxi to college - Accommodation-finding service, (contracts, deposit & key collection) - Setting up utilities, council tax, bank accounts & other services - Registering with a doctor - Getting a mobile phone - 24-hour Helpline in native language
  41. 41. locali.se Three-sided market model - Second or third year students will provide the services to new arrivals- Services provided via relationships with: - Universities, overseas student bodies and welfare committees - Banks - Landlords & agents - NHS - Taxis - Phone networks- Revenue - Students themselves - Referral fees from third party suppliers- Costs will be website development & maintenance, customer service staff, translation, payment of other students, admin, marketing, SEO etc
  42. 42. Who are thecustomers?
  43. 43. EXERCISE:Describe the main customer segment(s)for locali.se
  44. 44. Demographics
  45. 45. DemographicsBehaviours
  46. 46. EXERCISE:What kinds of Behaviours would define atypical locali.se customer?
  47. 47. Demographics Behaviourseg: eg:Female Has been accepted to study at a leading UK19-22 years old university
  48. 48. Demographics Behaviourseg: eg:Female Has been accepted to study at a leading UK19-22 years old university
  49. 49. Demographics Behaviourseg: eg:Female Has been accepted to study at a leading UK19-22 years old university
  50. 50. Demographics Behaviourseg: eg:Female Has been accepted to study at a leading UK19-22 years old university
  51. 51. Demographics
  52. 52. DemographicsBehaviours
  53. 53. DemographicsBehavioursNeeds & Goals
  54. 54. EXERCISE:What are the main Needs & Goals for atypical locali.se customer?
  55. 55. Demographics Behaviourseg: eg:Female Has been accepted to study at a leading UK19-22 years old university Needs & Goals eg: To reassure her parents and loved ones that she will be safe
  56. 56. Demographics + Behaviours + Needs &Goals = Persona
  57. 57. Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English Female Has not lived away from home High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information Parental income is middle-high Knows where & when they will be studying abroad Internet native Receives all or most of their living money from parents Stories Needs/Goals To find out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe To focus on settling in to student life, not worrying about practicalities of daily life in a foreign country To know that she has someone meeting her when she arrives and somewhere nice to stay when she gets there To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser
  58. 58. Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English IS ES Female Has not lived away from home TH High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information PO Parental income is middle-high Knows where & when they will be studying abroad Internet native HY Receives all or most of their living money from parents Stories Needs/Goals To find out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe To focus on settling in to student life, not worrying about practicalities of daily life in a foreign country To know that she has someone meeting her when she arrives and somewhere nice to stay when she gets there To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser
  59. 59. Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English IS IS ES ES Female Has not lived away from home TH TH High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information PO Parental income is middle-high PO Knows where & when they will be studying abroad Internet native HY HY Receives all or most of their living money from parents Stories Needs/Goals To find out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe To focus on settling in to student life, not worrying about practicalities of daily life in a foreign country To know that she has someone meeting her when she arrives and somewhere nice to stay when she gets there To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser
  60. 60. Sketch & Demographics Behaviours Barbara Avila Is coming to the UK to study for more than 3 months Sao Paulo, Brazil, Has never travelled abroad alone 22 years old Does not speak perfect English IS IS ES ES Female Has not lived away from home TH TH High educational achievement so far Does not already have a connection with anyone in the UK Speaks some English but not high level Frequently uses internet as primary source of information PO Parental income is middle-high PO Knows where & when they will be studying abroad Internet native HY HY Receives all or most of their living money from parents Stories Needs/Goals To find out what it’s going to be like living abroad To reassure her parents and loved ones that she will be safe IS To focus on settling in to student life, not worrying about ES practicalities of daily life in a foreign country TH To know that she has someone meeting her when she PO arrives and somewhere nice to stay when she gets there H Y To feel relaxed, safe and excited about her tripAdapted from material by Johanna Kollman & Janice Fraser
  61. 61. Where will you find them?
  62. 62. Screening participants- Must fit your customer profile- Be contactable (face-to-face or phone/ Skype)- Be willing to spend 1-2 hours talking to you- Have recent, direct experience of the problem your product will solve
  63. 63. Where to find them- Friends & family- Social networks- Landing page- Professional recruiters (£30-80 per person)- “Guerilla” recruiting (be careful) Practice “snowball” recruitment Pay an incentive if you can
  64. 64. Planning your interviews
  65. 65. Deciding what you want to find out:A Topic Map
  66. 66. Choosing a place to visit Working out Budgeting who will be coming with me Searching for flights Guide books Visas and paperwork Topic map: Going on holidayTopic map was first introduced to me by Janice Fraser
  67. 67. EXERCISE:Create a Topic Map for interviewinglocali.se target users
  68. 68. Feelings about Speaking the studying abroad language Finding out I’ve been accepted Getting ready to Deciding to study leave abroad Getting help My parents & familyArriving in the UK when in the UK
  69. 69. Interview technique
  70. 70. Interview technique:Asking the right questions in the right way
  71. 71. Try not to lead the participantAsk “open” questions- Good questions often start with - Who, What, When, Where, How- Not so good questions often start with - Did, Have, Is, Are, Were, Will
  72. 72. Focus on specific instances, not generalisations- Good: “Tell me about the last time...”- Bad: “What do you usually...”Keep them talking- “Tell me more about...”- “What do you mean by...”- “Help me to understand better...”Summarise in their own words & checkunderstanding
  73. 73. Don’t interrupt, but guide back onto topicDon’t offer solutionsDon’t pitch your product - Don’t even mention it!Don’t ask about hypothetical situations - “Do you think you would...?”
  74. 74. Notes & Recordings
  75. 75. If possible, bring someone to take notes.- But write your own notes too.If you are alone, record audio if possible.- But still make plenty of notes!Bring a notepad & at least 2 spare pens.- Check that they work!
  76. 76. If you do record audio or video:- Ask permission before you start- If possible ask them to sign a release form giving explicit permission.- Explain what recordings are for and how they will be used, stored & deleted.- Accept that you might not be able to record, especially when interviewing business customers.- It’s OK. Be ready to take notes just in case.
  77. 77. If you do record audio or video:- Make sure you are familiar with the device/app you are using- Check you have plenty of disk space- Bring spare batteries, charger & extension lead- Make a test recording (and listen to it!) just before you go in to the interview to check it’s working and set the levels
  78. 78. Making sense of it all
  79. 79. As soon as you walk out the door:- Write down the 3 most important things you heard in the interview- If using a note taker, do this before discussing the interview with themAs soon as possible:- Review your full interview notes- Be sure to do this on the same day
  80. 80. Find a room with a large table or smoothwalls- Have lots of Post-it notes- Go through notes and recordings- Write one note per finding- Don’t filter or analyse at this point
  81. 81. Once you have been through the wholeinterview, review your Post-it notesCategorise each note- What it means- Why it matters- Does this confirm or refute any hypothesis?- Frequency & repetition- At the end, try to build “Stories” that define that user and their needs and behaviours
  82. 82. EXERCISE:Practice interviewing
  83. 83. What if you’re completely wrong?- Wrong audience?- Wrong problem hypothesis?
  84. 84. Over to you
  85. 85. Thank youian@uxdna.co.uk@johnnyforeigner

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