Seven Tips for Effective Customer Conversations

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Talk presented at Startup UCLA July 18, 2012.

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

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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  

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