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Five steps to learn what your customers (really) want


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Presentation at MuckerLab, Santa Monica CA
October 1, 2012

Published in: Business
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Five steps to learn what your customers (really) want

  1. 1. 5  steps  to  learn    what  your  customers  (really)  want  MuckerLab,  October  1,  2012  
  2. 2. Tweet  it!   @thinknow   Lane  Halley  License:  CC  BY-­‐NC-­‐SA   2  
  3. 3. License:  CC  BY-­‐NC-­‐SA   3  
  4. 4. Lean  Design  &   Agile  Development     for  Web  &  Mobile  License:  CC  BY-­‐NC-­‐SA   4  
  5. 5. Why  make  products  people  want?   New  plaUorms  and  frameworks   New  device  ecosystem   New  distribuVon  methods   Low  switching  cost  License:  CC  BY-­‐NC-­‐SA   5  
  6. 6. You  can’t  just  “hit  it  with  the  preZy  sVck”  Flickr  |  CaroH   6   6  
  7. 7. Every  product  has  a  user  experience,   whether  you  plan  it  or  not.  License:  CC  BY-­‐NC-­‐SA   7  
  8. 8. How  will  you  create  an  intenVonal   user  experience  for  your  product?  License:  CC  BY-­‐NC-­‐SA   8  
  9. 9. Focus  on  the  problem,  not  the  soluVon  Flickr  |  woodleywonderworks   9  
  10. 10. PEOPLE   NEEDS   Business  vision   USES   UI  design,   wireframes,   visual  design   FEATURES  License:  CC  BY-­‐NC-­‐SA   10  
  11. 11. Talking  to  customers    shouldn’t  be  a  special  occasion  Flickr  |  Maegan   11  
  12. 12. #2  New  York  Times  bestseller   12  
  13. 13. The  Lean  Startup  cycle   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA   13  
  14. 14. The  Lean  Startup  (UX)  cycle     Personas,  needs   and  uses   Customer   Prototypes  &   ConversaVons   Experiments   QualitaVve   evaluaVon     Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA   14  
  15. 15. Five  (easy)  steps   1.  Have  a  plan   2.  Pair  up   3.  Create  a  conversaVon   4.  Show  the  demo  last   5.  Share  what  you  learn  License:  CC  BY-­‐NC-­‐SA   15  
  16. 16. #1  Have  a  plan  Image  @thinknow    |  Atomic  Object   16  
  17. 17. Before  you  GOOB*   Who  do  you  want  to  talk  to?   Where  do  you  find  these  people?   *  Get  out  of  the  Building  License:  CC  BY-­‐NC-­‐SA   17  
  18. 18. Sub-­‐segments   Share  pain   Use  the  same  jargon   Congregate  in  communiVes   Cooper  &  Vlaskovits  License:  CC  BY-­‐NC-­‐SA   18  
  19. 19. How  do  you  find  (the  right)  people?   Social  media  (Facebook,  TwiZer)   Special  interest  groups  (Meetups)   Friends  and  Family   Coffee  shops,  malls….wherever  they  are  License:  CC  BY-­‐NC-­‐SA   19  
  20. 20. #2  Pair  up  Photo:  @thinknow  |  Atomic  Object   20  
  21. 21. Two  heads  are  beZer  than  one   Two  roles   Guide  the  conversaVon   Take  notes,  ensure  completeness   Remember  to  take  turns!   Makes  it  easier  to   Focus  on  conversaVon   Agree  what  you  heard/saw  License:  CC  BY-­‐NC-­‐SA   21  
  22. 22. #3  Create  a  conversaVon  Photo:  @thinknow  |  LUXr   22  
  23. 23. Typical  flow   Warm-­‐up  quesVons  to  set  context    “Tell  me  a  liZle  about  yourself…”   Talk  about  real  events,  avoid  conjecture    “Tell  me  about  a  recent  Vme  when  you…”   Express  appreciaVon  “ Thanks  for  your  Vme!”   Ask  for  referrals  and  permission  to  follow  up  License:  CC  BY-­‐NC-­‐SA   23  
  24. 24. Listen  for  needs  and  goals    “If  you  had  that  feature,  what   would  that  allow  you  to  do?”  License:  CC  BY-­‐NC-­‐SA   24  
  25. 25. #5  Show  the  demo  last  Photo:  @thinknow  |  LUXr   25  
  26. 26. Avoid  leading  quesVons   Leading:  “How  would  you  use  our  product?”   BeZer:  “ Tell  me  a  story  about  the  last  Vme   you  …”  License:  CC  BY-­‐NC-­‐SA   26  
  27. 27. #5  Share  what  you  learn  Photo:  @thinknow  |  LUXr   27  
  28. 28. Tips  for  sharing   Notes  on  cards  or  sVckies   Photos   Put  it  on  the  wall   Small  conversaVons,  frequently  License:  CC  BY-­‐NC-­‐SA   28  
  29. 29. AcVvity:  PracVce  interview     License:  CC  BY-­‐NC-­‐SA   29  
  30. 30. PracVce  Interview  Image  @thinknow    |  LUXr   30  
  31. 31. PracVce  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  qualiVes   that  would  make  this  customer  LOVE  the  house  you  will  design.     •  Create  a  conversaVon   •    Open  and  closed-­‐ended  quesVons   •    Paraphrasing   •    Body  language  and  encouragers    Switch  auer  5  minutes  so  each  person  gets  a  turn  as  architect  License:  CC  BY-­‐NC-­‐SA   31  
  32. 32. AcVvity:  Make  a  topic  map   License:  CC  BY-­‐NC-­‐SA   32  
  33. 33. Topic  Map  Image  @thinknow    |  LUXr   33  
  34. 34. Make  a  topic  map    Work  in  your  startup  teams   5  min  Individual  acVvity  (silent):  Write  sVckies   that  answer  the  quesVon  “what  do  I  wish   I  knew  about  my  customer/user?”   5  min  Group  acVvity:  Taking  turns,  read  your   sVckies  to  each  other  and  put  them  on  a   table  or  poster.   5  min  Group  acVvity:  organize  the  sVckies,  give   each  group  a  short  1-­‐3  word  name.   5  min  Individual  acVvity:  Copy  the  group  names   to  a  topic  map  License:  CC  BY-­‐NC-­‐SA   34  
  35. 35. Thank  you!   @thinknow   Lane  Halley  License:  CC  BY-­‐NC-­‐SA   35