Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Seven	  &ps	  for         	  Effec&ve	  Customer	  Conversa&ons	  Startup	  UCLA,	  July	  18,	  2012	  
Tweet	  it!	       @thinknow	        Lane	  Halley	        www.lanehalley.com	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     ww...
License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     3	  
Lean	  Design	  &	                                               Agile	  Development	  	                                  ...
Make	  products	  people	  want	              Ideas	  are	  plen&ful	              Low	  technology	  barriers	           ...
You	  can’t	  just	  “hit	  it	  with	  the	  pre[y	  s&ck”	  Flickr	  |	  CaroH	                                         ...
Every	  product	  has	  a	  user	  experience,	        whether	  you	  plan	  it	  or	  not	  License:	  CC	  BY-­‐NC-­‐SA...
How	  will	  you	  create	  an	  inten&onal	        user	  experience	  for	  your	  product?	  License:	  CC	  BY-­‐NC-­‐...
Focus	  on	  the	  problem,	  not	  the	  solu&on	  Flickr	  |	  woodleywonderworks	                     9	  
PEOPLE	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     10	  
PEOPLE	                                               NEEDS	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	 ...
PEOPLE	                                               NEEDS	             Business	  vision	  License:	  CC	  BY-­‐NC-­‐SA	...
PEOPLE	                                               NEEDS	             Business	  vision	                               ...
PEOPLE	                                                NEEDS	             Business	  vision	                              ...
PEOPLE	                                                NEEDS	             Business	  vision	                              ...
Talking	  to	  customers	  	  shouldn’t	  be	  a	  special	  occasion	  Flickr	  |	  ...love	  Maegan	                16	  
The	  Lean	  Startup	  cycle	                                                               Lean	  Startup	  cycle	  by	  ...
The	  Lean	  Startup	  (UX)	  cycle	  	                             Customer	                             Conversa&ons	   ...
The	  Lean	  Startup	  (UX)	  cycle	  	                                                Personas,	                         ...
The	  Lean	  Startup	  (UX)	  cycle	  	                                                Personas,	                         ...
The	  Lean	  Startup	  (UX)	  cycle	  	                                                Personas,	                         ...
7	  &ps	  for	  effec&ve	  customer	  conversa&ons	              Have	  a	  plan	              Pair	  interviews	          ...
Have	  a	  plan	            	  Who	  do	  you	  want	  to	  talk	  to?	            	  What	  do	  you	  want	  to	  learn?...
Team	  interview	  planning	  Image	  @thinknow	  	  |	  Atomic	  Object	     24	  
Topic	  Map	  Image	  @thinknow	  	  |	  LUXr	     25	  
Pair	  interviews	                                                                        Photo:	  @thinknow	  |	  Atomic	...
Keep	  it	  comfortable	            	  Create	  a	  conversa&on	            	  Open	  and	  closed-­‐ended	  ques&ons	    ...
Avoid	  leading	  ques&ons	              Leading:	  “How	  would	  you	  use	  our	  product?”	              Be[er:	  “ Te...
Listen	  for	  needs	  and	  goals	          	  “If	  you	  had	  that	  feature,	  what	  would	              that	  allo...
Listen	  first,	  then	  show	  the	  demo	              Warm-­‐up	  ques&ons	  to	  set	  context	                        ...
Share	  what	  you	  learn	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     31	  
Ac&vity:	  Prac&ce	  interview	  	                                                                          Photo:	  @thin...
Prac&ce	  interview	            	  Find	  someone	  you	  don’t	  know	  well.	  Choose	  who	  will	  be	  the	  first	   ...
Ac&vity:	  Make	  a	  topic	  map	                                                                          Photo:	  @thin...
Make	  a	  topic	  map	            	  Work	  in	  your	  startup	  teams	              5	  min                         	  ...
Thank	  you!	       @thinknow	        Lane	  Halley	        www.lanehalley.com	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     w...
Upcoming SlideShare
Loading in …5
×

Seven Tips for Effective Customer Conversations

20,840 views

Published on

Talk presented at Startup UCLA July 18, 2012.

http://startup.sscnet.ucla.edu/

Published in: Technology, Business
  • Be the first to comment

Seven Tips for Effective Customer Conversations

  1. 1. Seven  &ps  for  Effec&ve  Customer  Conversa&ons  Startup  UCLA,  July  18,  2012  
  2. 2. Tweet  it!   @thinknow   Lane  Halley   www.lanehalley.com  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   2  
  3. 3. License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   3  
  4. 4. Lean  Design  &   Agile  Development     for  Web  &  Mobile  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   4  
  5. 5. Make  products  people  want   Ideas  are  plen&ful   Low  technology  barriers   Low  switching  cost  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   5  
  6. 6. You  can’t  just  “hit  it  with  the  pre[y  s&ck”  Flickr  |  CaroH   6  
  7. 7. Every  product  has  a  user  experience,   whether  you  plan  it  or  not  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   7  
  8. 8. How  will  you  create  an  inten&onal   user  experience  for  your  product?  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   8  
  9. 9. Focus  on  the  problem,  not  the  solu&on  Flickr  |  woodleywonderworks   9  
  10. 10. PEOPLE  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   10  
  11. 11. PEOPLE   NEEDS  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   11  
  12. 12. PEOPLE   NEEDS   Business  vision  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   12  
  13. 13. PEOPLE   NEEDS   Business  vision   USES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   13  
  14. 14. PEOPLE   NEEDS   Business  vision   USES   FEATURES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   14  
  15. 15. PEOPLE   NEEDS   Business  vision   USES   UI  design,   wireframes,   visual  design   FEATURES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   15  
  16. 16. Talking  to  customers    shouldn’t  be  a  special  occasion  Flickr  |  ...love  Maegan   16  
  17. 17. The  Lean  Startup  cycle   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   17  
  18. 18. The  Lean  Startup  (UX)  cycle     Customer   Conversa&ons   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   18  
  19. 19. The  Lean  Startup  (UX)  cycle     Personas,   needs  and   uses   Customer   Conversa&ons   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   19  
  20. 20. The  Lean  Startup  (UX)  cycle     Personas,   needs  and   uses   Customer   Prototypes  &   Conversa&ons   Experiments   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   20  
  21. 21. The  Lean  Startup  (UX)  cycle     Personas,   needs  and   uses   Customer   Prototypes  &   Conversa&ons   Experiments   Qualita&ve   evalua&on     Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   21  
  22. 22. 7  &ps  for  effec&ve  customer  conversa&ons   Have  a  plan   Pair  interviews   Keep  it  comfortable   Avoid  leading  ques&ons   Listen  for  needs  and  goals   Listen  first,  then  show  the  demo   Share  what  you  learn  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   22  
  23. 23. Have  a  plan    Who  do  you  want  to  talk  to?    What  do  you  want  to  learn?  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   23  
  24. 24. Team  interview  planning  Image  @thinknow    |  Atomic  Object   24  
  25. 25. Topic  Map  Image  @thinknow    |  LUXr   25  
  26. 26. Pair  interviews   Photo:  @thinknow  |  Atomic  Object  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   26  
  27. 27. Keep  it  comfortable    Create  a  conversa&on    Open  and  closed-­‐ended  ques&ons    Paraphrasing    Body  language  and  encouragers  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   27  
  28. 28. Avoid  leading  ques&ons   Leading:  “How  would  you  use  our  product?”   Be[er:  “ Tell  me  a  story  about  the  last  &me   you  …”  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   28  
  29. 29. Listen  for  needs  and  goals    “If  you  had  that  feature,  what  would   that  allow  you  to  do?”  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   29  
  30. 30. Listen  first,  then  show  the  demo   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  &me  when  you…”   Show  demos/sketches  later  in  mee&ng     “Show  me  how  you  would  use  this  to…”   Express  apprecia&on  “ Thanks  for  your  &me!”   Ask  for  referrals  and  permission  to  follow  up  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   30  
  31. 31. Share  what  you  learn  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   31  
  32. 32. Ac&vity:  Prac&ce  interview     Photo:  @thinknow   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   32  
  33. 33. Prac&ce  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  quali&es  that   would  make  this  customer  LOVE  the  house  you  will  design.     •  Create  a  conversa&on   •    Open  and  closed-­‐ended  ques&ons   •    Paraphrasing   •    Body  language  and  encouragers    Switch  arer  5  minutes  so  each  person  gets  a  turn  as  architect  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   33  
  34. 34. Ac&vity:  Make  a  topic  map   Photo:  @thinknow   License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   34  
  35. 35. Make  a  topic  map    Work  in  your  startup  teams   5  min  Individual  ac&vity  (silent):  Write  s&ckies  that   answer  the  ques&on  “what  do  I  wish  I  knew   about  my  customer/user?”   5  min  Group  ac&vity:  Taking  turns,  read  your   s&ckies  to  each  other  and  put  them  on  a   table  or  poster.   5  min  Group  ac&vity:  organize  the  s&ckies,  give   each  group  a  short  1-­‐3  word  name.   5  min  Individual  ac&vity:  Copy  the  group  names  to   a  topic  map  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   35  
  36. 36. Thank  you!   @thinknow   Lane  Halley   www.lanehalley.com  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   36  

×