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I'm out of the buiding, now what?


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The field of user experience provides a wide range of useful methods that can help your Lean Startup Customer Discovery process. This presentation provides advice on how to find and engage prospects, and how to compile, make use of and test what you're learning.

Published in: Business, Technology

I'm out of the buiding, now what?

  1. 1. I’M  OUT  OF  THE  BUILDING…   NOW  WHAT?   Lean  UX  Residency  (LUXr)   March  16,  2011  
  2. 2. GeGng  out  of  the  building  “Customer  Development  is  the  process  of  how  you  get  out  of  the  building  and  search  for  the  model.  Customer  Development  is  designed  so  that  you  the  founder(s)  gather  first  hand  experience  about  customer  and  market  needs.”,  5/13/2010   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   2   3.0  United  States  
  3. 3. In  other  words…  “Go  speak  (in  person  if  possible)  with  living,  breathing  customers  to  determine  the  validity  of  your  assump^ons.”  “The  Entrepreneurs  Guide  to  Customer  Development,”  Cooper  &  Vlaskovits   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   3   3.0  United  States  
  4. 4. What  assump^ons  are  we  making?     Who  is  the  user?  Who  is  the  customer?     Where  does  our  product  fit  in  their  work  or  life?     What  problems  does  our  product  solve?     When  and  how  is  our  product  used?     What  features  are  important?     How  should  our  product  look  and  behave?   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   4   3.0  United  States  
  5. 5. What’s  a  user?  “There  are  only  two  industries  that  refer  to  their  customers  as  ‘users’:  computer  design  and  drug  dealing.”    Edward  Tufe   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   5   3.0  United  States  
  6. 6. What’s  a  user?  User  =  “person  who  uses  the  product”     Consumer  products,  customer  =  user     Enterprise  products,  customer  ≠  user   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   6   3.0  United  States  
  7. 7. Why  don’t  we  talk  to  users?     We’re  users     We  know  a  lot  of  users       We’re  smarter  than  our  users     We’ve  got  a  lot  of  other  important  things  to  do     Users  don’t  want  to  be  bothered     We  don’t  know  how  to  talk  to  users     We  fear  rejec^on  ;(   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   7   3.0  United  States  
  8. 8. Remember,  it  starts  with  you!  People  who  are  good  at  Customer  Discovery  know  how  to:   • Put  themselves  in  the  customers’  shoes   • Understand  the  problems  they  have   • Listen  well  (less  talking!)   • Understand  what  you  hear  (not  what  you  want  to  hear)   • Deal  with  constant  change    Paraphrased  from  “ The  Four  Steps  to  the  Epiphany”   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   8   3.0  United  States  
  9. 9. The  eight  steps  to  Customer  Discovery    Document  Customer-­‐Problem-­‐Solu^on  Hypothesis           Brainstorm  Business  Model  Hypothesis   Find  Prospects  to  talk  to    Reach  out  to  prospects     Engage  prospects      Phase  Gate  I  Compile  |  Measure  |  Test           Problem-­‐Solu^on  Fit/MVP           Phase  Gate  II  Compile  |  Measure  |  Test  “The  Entrepreneurs  Guide  to  Customer  Development,”  Cooper  &  Vlaskovits   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   9   3.0  United  States  
  10. 10. Today  we’ll  focus  on  four  in  the  middle…           Document  Customer-­‐Problem-­‐Solu^on  Hypothesis           Brainstorm  Business  Model  Hypothesis   ✓ Find  Prospects  to  talk  to   ✓ Reach  out  to  prospects   ✓ Engage  prospects   ✓    Phase  Gate  I  Compile  |  Measure  |  Test           Problem-­‐Solu^on  Fit/MVP           Phase  Gate  II  Compile  |  Measure  |  Test  “The  Entrepreneurs  Guide  to  Customer  Development,”  Cooper  &  Vlaskovits   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   10   3.0  United  States  
  11. 11. FIND  AND  REACH  OUT  TO  PROSPECTS   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   11   3.0  United  States  
  12. 12. Where  do  you  find  users  to  talk  to?     In-­‐line  Web  recrui^ng     Conferences  and  industry  events     Special  interest  groups/user  groups     Market  research  firms     Craigslist     Friends  and  Family   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   12   3.0  United  States  
  13. 13. In-­‐line  Web  recrui^ng     Ethnio  (   Recruit  people  from  your  website  via  triggers     “Talk  to  us”  bu_on   Start  live  chat  session     Remote  viewing  (Morae  from  TechSmith)   Screen  sharing  and  recording   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   13   3.0  United  States  
  14. 14. Conferences,  industry  events,  user  groups     Master  the  “quick  hit”  interview  (1-­‐2  ques^ons)     Divide  and  conquer,  debrief  as  a  group     Use  a  green  room,  designated  area  for  interviews     Collect  names  for  later     Demo  sta^on   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   14   3.0  United  States  
  15. 15. Market  research  firms     Easier  for  “consumer”  than  “professional”     Can  save  you  ^me  finding  and  scheduling     Good  for  out  of  state  or  interna^onal  recrui^ng     You  can  use  their  facili^es     You  don’t  have  to  adver^se  your  iden^ty   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   15   3.0  United  States  
  16. 16. Craigslist     Place  ad  in  “gigs”  or  “jobs”  area     Direct  people  to  an  online  survey  (SurveyMonkey)     Survey  results  can  be  valuable  in  themselves     Scheduling  is  hard,  pre-­‐screen  for  availability     Experiment  with  different  levels  of  compensa^on     Going  rate  varies,  check  similar  ads  for  guides   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   16   3.0  United  States  
  17. 17. Friends  and  Family     You  already  know  their  context     Good  for  quick  impressions     Great  to  prac^ce  on  “friendlies”     Beware  you  don’t  talk  to  same  people  too  much     Don’t  forget  to  use  F&F  for  more  introduc^ons   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   17   3.0  United  States  
  18. 18. ENGAGE  PROSPECTS   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   18   3.0  United  States  
  19. 19. TOOLS  FOR:  Understanding  your  users     Effec^ve  interviews     Innova^on  Games     Five  users  every  Friday   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   19   3.0  United  States  
  20. 20. Tips  for  effec^ve  interviews     Iden^fy  who  do  you  want  to  talk  to  and  what  you   want  to  learn     Plan  your  interview  themes  as  a  team     Collect  ar^facts,  debrief  and  share     Use  your  visits  for  mul^ple  purposes   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   20   3.0  United  States  
  21. 21. Tips  for  effec^ve  interviews   Use  open-­‐ended  ques^ons  to  encourage  conversa^on   Closed:  “What  did  you  eat  for  breakfast  today?”   Open:  “What’s  your  favorite  breakfast  and  why?”   Don’t  be  afraid  to  ask  “why”  a  lot.   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   21   3.0  United  States  
  22. 22. Tips  for  effec^ve  interviews  Iden^fy  the  need  behind  a  feature  request  “If  you  HAD  feature  x,  what  would  that  allow  you  to  do?”   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   22   3.0  United  States  
  23. 23. Sample  interview  flow     Warm-­‐up  ques^ons  to  set  context   “Tell  me  a  li)le  about  yourself…”     Talk  about  real  events,  avoid  conjecture   “Tell  me  about  a  recent  6me  when  you…”     Show  demos/sketches  later  in  mee^ng   “Show  me  how  you  would  use  this  to…”     Express  apprecia^on  “ Thanks  for  your  6me!”     If  the  interview  went  well,  it’s  OK  to  ask  if  you  can   contact  them  again  later   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   23   3.0  United  States  
  24. 24. Innova^on  Games   Speedboat   Speedboat   Spider  web   Product  Box   Remember    the  future   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   24   3.0  United  States  
  25. 25. “Five  Users  Every  Friday”  Situa^on     Major  consumer  electronics  retailer  wanted  flexible  fast   implementa^on  of  Web  features     Agile  development,  UX  perceived  as  a  bo_leneck  Approach     Rapid  prototyping  and  user  feedback     Full  team  par^cipa^on  required  Results     Greater  confidence,  less  ^me  wasted     Improved  team  understanding  of  user  needs  Source:  Tom  Ilmensee   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   25   3.0  United  States  
  26. 26. Weekly  research  tasks  Friday  Run  protocol    High  level  summary  Monday  Analyze  data    Create  findings  summary    Create  wireframes  Tuesday  Discuss  recommenda^ons  with  team    Iden^fy  immediate  and  long  term  research  needs  with  team    Create  high-­‐level  test  plans  Wednesday  Prepare  protocol  Thursday  Prepare  ar^facts  /  prototype  Source:  Tom  Ilmensee   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   26   3.0  United  States  
  27. 27. Compile  |  Measure  |  Test   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   27   3.0  United  States  
  28. 28. TOOLS  FOR:  Synthesis     Ar^facts  from  fieldwork       Affinity  models     Personas     Workflows  and  conceptual  models   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   28   3.0  United  States  
  29. 29. Share  pictures  and  ar^facts  with  the  team   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   29   3.0  United  States  
  30. 30. Use  affinity  models  for  group  synthesis   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   30   3.0  United  States  
  31. 31. Good  user  research  =  stronger  personas  Well-­‐researched  personas  help  your  team  make  be_er  decisions.  A  good  persona  descrip^on  defines:     Goals     AGtudes     Work  or  ac^vity  flow     Environment     Skill  level     Frustra^ons   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   31   3.0  United  States  
  32. 32. Specific  is  more  important  than  accurate   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   32   3.0  United  States  
  33. 33. Workflow  models  inform  good  sketches   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   33   3.0  United  States  
  34. 34. TOOLS  FOR:  Envisioning  the  solu^on     Stories/scenarios     Collabora^ve  sketching/Design  Studio     Prototypes  These  techniques  can  be  used  within  your  team  to  build  consensus,  and  with  customers  and  users  to  explore  and  validate  concepts.   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   34   3.0  United  States  
  35. 35. Using  scenarios  Scenarios  help  your  team  explore  and  develop  a  shared  understanding  of  the  desired  user  experience.   1  Set  the  stage   − Who  is  the  subject  of  the  story?   − What  does  this  person  want  to  do  and  why?   2  Tell  the  story:     − Imagine  the  ideal  user  experience   − Describe  informa^on  and  ac^ons,  not  controls   3  Evolve  to  become  more  detailed  and  specific   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   35   3.0  United  States  
  36. 36. Sample  scenario:  about  Peter   PETER  is  a  serious  bike  commuter   •  Owns  several  bikes  (mountain  bike,   recumbent),  doesn’t  own  a  car   •  Biking  is  his  main  form  of  transporta^on     •  Bikes  are  his  hobby,  he  loves  to  look  at   and  learn  about  bikes   •  Carries  lots  of  stuff  when  he  rides   (computer,  books,  groceries)   •  Rides  in  all  weather,  needs  to  get  to   work  clean  and  not  too  sweaty   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   36   3.0  United  States  
  37. 37. Sample  scenario:  Peter’s  scenario   •  Peter  is  a  regular  customer  at  Mike’s  Bikes.  He  learns  that   there’s  a  new  urban  cargo  bike  available  and  he’s  curious   to  check  it  out.   •  When  Peter  gets  to  the  site,  it  recognizes  him  and  shows   him  what’s  new  since  his  last  visit.  He  can  see  there’s  a   street  bike  he  started  to  configure  on  his  last  visit,  but  he   doesn’t  want  to  work  on  that  now.   •  He  easily  finds  the  new  cargo  bike  he  came  to  see.     •  He  learns  about  the  cargo  bike  by  reviewing  some   technical  informa^on  about  gear  ra^os  and  then  watches   a  video  of  the  bike  in  ac^on.   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   37   3.0  United  States  
  38. 38. Sample  scenario:  Peter’s  scenario   •  He  is  interested  in  the  cargo  bike,  but  wants  to  talk  to   someone  who  owns  one.  He  reaches  out  to  the  Mike’s   Bikes  community  to  ask  a  ques^on  and  quickly  gets  an   answer.   •  He  configures  the  cargo  bike  with  some  op^onal   equipment  he  might  want.  He  can  see  an  adjusted   total  price  as  he  works.   •  Happy  with  what  he  sees,  he  makes  an  appointment   to  come  into  the  shop  on  Saturday  to  see  both  bikes   he  is  considering.   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   38   3.0  United  States  
  39. 39. Collabora^ve  sketching   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   39   3.0  United  States  
  40. 40. Paper  prototype   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   40   3.0  United  States  
  41. 41. Mix  well  and  repeat  frequently!   Method   Benefits   5-­‐users  every  Friday   Introduce  “ritual”  of  talking  to  people  regularly   Conversa^onal  interview   Pa_erns  of  use   Behaviors  and  mo^va^ons   Pain  points  and  opportuni^es   Innova^on  games   Mental  models   Shared  team  understanding   Lo-­‐fidelity  prototype   Validate  and  evolve  concept   Reac^on  to  naviga^on/structural  elements   Hi-­‐fidelity  prototype   Reac^on  to  visual  look  and  feel   Test  branding,  messaging   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   41   3.0  United  States  
  42. 42. Recommended  reading  Inspired:  How  To  Create  Products  Customers  Love    Marty  Cagan  Designing  for  the  Digital  Age:  How  to  Create  Human-­‐Centered  Products  and  Services  Kim  Goodwin   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   42   3.0  United  States  
  43. 43. Recommended  reading  Prototyping,  A  PracIIoner’s  Guide  Todd  Zaki  Warfel  The  Back  of  the  Napkin  Dan  Roam   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   43   3.0  United  States  
  44. 44. Recommended  reading  InnovaIon  Games:  CreaIng  Breakthrough  Products  Through  CollaboraIve  Play  Luke  Hohmann   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   44   3.0  United  States  
  45. 45. Photo  credits  and  resources   5:  “What’s  a  user?”  h_p://   22:  Photos,  Lane  Halley   23-­‐34:  “Five  Users  Every  Friday,”  Tom  Ilmensee,  Alyson  Muff    h_p://   27:  Photos,  Lane  Halley   28:  Photo,  Lane  Halley   30:  Photo,  Flickr:  dtsato/582640684   31:  Photo,  Flickr:  jazzmasterson/275800917   34:  Photo,  Flickr:  ques^on_everything/2267542126    Scenario:­‐studio-­‐workshop-­‐scenarios   37:  Photos,  Lane  Halley   38:  Photo,  Lane  Halley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   45   3.0  United  States  
  46. 46. Thanks!  Let  me  know  if  this  was  helpful…   Lane  Halley   twi_er:  thinknow   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   46   3.0  United  States