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Five steps to learn what your customers (really) want


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Presented at Startup UCLA
July 17, 2013

Published in: Business, Automotive, Technology

Five steps to learn what your customers (really) want

  1. 5  Steps   to  learn  what  your   customers  (really)  want Text
  2. License:  CC  BY-­‐NC-­‐SA Tweet  it! Lane  Halley @thinknow 2
  3. License:  CC  BY-­‐NC-­‐SA   3 A  bit  about  me...
  4. License:  CC  BY-­‐NC-­‐SA Why  make  products  people  want? New  plaJorms  and  frameworks New  device  ecosystem New  distribuMon  methods Low  switching  cost 4
  5. License:  CC  BY-­‐NC-­‐SA     You  can’t  just  “hit  it  with  the  pre5y  s7ck” 6Photo:  flickr/Caro'H
  6. License:  CC  BY-­‐NC-­‐SA Every  product  has  a  user  experience, whether  you  plan  it  or  not. 6
  7. License:  CC  BY-­‐NC-­‐SA How  will  you  create  an  inten7onal   user  experience  for  your  product? 7
  8. License:  CC  BY-­‐NC-­‐SA     Focus  on  the  problem,  not  the  soluMon 8Photo:  flickr/woodleywonderworks
  9. License:  CC  BY-­‐NC-­‐SA   PEOPLE USES FEATURES Business  vision NEEDS 9 UI  design,   wireframes,   visual  design
  10. License:  CC  BY-­‐NC-­‐SA     Talking  to  customers   shouldn’t  be  a  special  occasion 10www.lanehalley.comPhoto:  flickr/  Maegan
  11. License:  CC  BY-­‐NC-­‐SA   #2  New  York   Times  bestseller 11
  12. License:  CC  BY-­‐NC-­‐SA The  Lean  Startup  cycle 12 Lean  Startup  cycle  credit:  Eric  Ries
  13. License:  CC  BY-­‐NC-­‐SA   The  Lean  Startup  (UX)  cycle   Prototypes  &   Experiments QualitaMve   evaluaMon   Customer   ConversaMons 13 Lean  Startup  cycle  credit:  Eric  Ries Personas,  needs   and  uses
  14. License:  CC  BY-­‐NC-­‐SA Five  (easy)  steps 1. Have  a  plan 2. Pair  up 3. Create  a  conversa6on 4. Show  the  demo  last 5. Share  what  you  learn 14
  15. License:  CC  BY-­‐NC-­‐SA     #1  Have  a  plan 15Photo:  @thinknow  |  Atomic  Object
  16. License:  CC  BY-­‐NC-­‐SA Before  you  GOOB* Who  do  you  want  to  talk  to? Where  do  you  find  these  people? *  Get  out  of  the  Building 16
  17. License:  CC  BY-­‐NC-­‐SA Sub-­‐segments Share  pain Use  the  same  jargon Congregate  in  communiMes Cooper  &  Vlaskovits 17
  18. License:  CC  BY-­‐NC-­‐SA How  do  you  find  (the  right)  people? Social  media  (Facebook,  Twimer) Special  interest  groups  (Meetups) Friends  and  Family Coffee  shops,  malls….wherever  they  are 18
  19. License:  CC  BY-­‐NC-­‐SA     #2  Pair  up Photo:  @thinknow  |  Atomic  Object 19
  20. License:  CC  BY-­‐NC-­‐SA Two  heads  are  bemer  than  one Two  roles Guide  the  conversaMon Take  notes,  ensure  completeness Remember  to  take  turns! Makes  it  easier  to Focus  on  conversaMon Agree  what  you  heard/saw 20
  21. License:  CC  BY-­‐NC-­‐SA     #3  Create  a  conversaMon Photo:  @thinknow  |  LUXr 21
  22. License:  CC  BY-­‐NC-­‐SA Typical  flow Warm-­‐up  ques6ons  to  set  context  “Tell  me  a  limle  about  yourself…” Talk  about  real  events,  avoid  conjecture  “Tell  me  about  a  recent  Mme  when  you…” Express  apprecia6on  “Thanks  for  your  6me!” Ask  for  referrals  and  permission  to  follow  up 22
  23. License:  CC  BY-­‐NC-­‐SA Listen  for  needs  and  goals   “If  you  had  that  feature,  what  would   that  allow  you  to  do?” 23
  24. License:  CC  BY-­‐NC-­‐SA     #4  Show  the  demo  last Photo:  @thinknow  |  LUXr 24
  25. License:  CC  BY-­‐NC-­‐SA Avoid  leading  quesMons Leading:  “How  would  you  use  our  product?” BeSer:  “Tell  me  a  story  about  the  last  6me   you  …” 25
  26. License:  CC  BY-­‐NC-­‐SA     #5  Share  what  you  learn 26Photo:  @thinknow  |  LUXr
  27. License:  CC  BY-­‐NC-­‐SA Tips  for  sharing Notes  on  cards  or  s6ckies Photos Put  it  on  the  wall Small  conversa6ons,  frequently 27
  28. Photo:  @thinknow @thinknow  |   28 AcMvity:  PracMce  interview  
  29. License:  CC  BY-­‐NC-­‐SA     PracMce  Interview 29www.lanehalley.comPhoto:  @thinknow  |  LUXr
  30. License:  CC  BY-­‐NC-­‐SA PracMce  interview   Find  someone  you  don’t  know  well.  Choose  who  will  be  the  first   “architect/interviewer.”  The  other  person  is  the  “customer/ interviewee.”     Architect:  Conduct  a  5-­‐minute  interview  to  learn  the  quali7es   that  would  make  this  customer  LOVE  the  house  you  will  design.   • Create  a  conversa7on •   Open  and  closed-­‐ended  ques7ons •   Paraphrasing •   Body  language  and  encouragers   Switch  aZer  5  minutes  so  each  person  gets  a  turn  as  architect 30
  31. Photo:  @thinknow @thinknow  |   31 AcMvity:  Make  a  topic  map
  32. License:  CC  BY-­‐NC-­‐SA     Topic  Map
  33. License:  CC  BY-­‐NC-­‐SA Make  a  topic  map  (team  acMvity) 5  min   Individual  ac7vity  (silent):  Write  s7ckies   that  answer  the  ques7on  “what  do  I  wish  I   knew  about  my  customer/user?” 5  min   Group  ac7vity:  Taking  turns,  read  your   s7ckies  to  each  other  and  put  them  on  a   table  or  poster. 5  min   Group  ac7vity:  organize  the  s7ckies,  give   each  group  a  short  1-­‐3  word  name. 5  min   Individual  ac7vity:  Copy  the  group  names   to  a  topic  map 33
  34. License:  CC  BY-­‐NC-­‐SA Thank  you! Lane  Halley @thinknow 34
  35. License:  CC  BY-­‐NC-­‐SA   35 Lean  Design  & Agile  Development   for  Web  &  Mobile