GOOD MORNING  & WELCOME
Photo Credit:  Werner Schnell  on Flickr
Stop  Listening  To Your Customers Nate Bolt Bolt|Peters @boltron Mark Trammell Twitter @trammell
#StopLing
What are ways companies listen to   customers?
60 years ago o hai, faye
user researcb tools 20 years ago
1995
 
Bad  Listening
1) Hypothetical Questions 2) A False Premise
Reduce friction.
 
 
 
 
flickr/eschipul
 
Good  Research Investigate current behavior
 
Dead  Tomato  Society
Plain, Spicy,  Extra Chunky
"It used to be that the way to find out what people wanted to eat was  to ask them. "
Good  Research
1)  Contextual 2)  Time-aware 3)  Behavioral
#OldTwitter
More  Bad  Listening
 
Don ’ t bore people  with your survey.
 
Sprint to a functional prototype
Twitter initial research on functioning prototypes
A functional prototype can be a static site, low fidelity mock, paper prototype, index cards,…
… but use real data.
Iterate
 
#NewTwitter
flickr/monatbrooks Emphasize the moment. flickr/mtbphoto
 
 
 
 
 
Task analysis in four simple steps <ul><li>Define the audience and their goals.  Create tasks that address those goals.  G...
Text I love the usability setup @trammell and I use at @twitter. $70 software and no 2-way mirror! cc: @silverbackapp— @kv...
 
 
 
 
 
Friends & Family awkwardfamilyphotos.com
<ul><li>If you click on a Tweet, you'll see it's quite neat. I'm a poet, and I don't even know it.  #NewTwitter  — @k </li...
Good  Research
1)  Sprint to the testable. 2)  Iterate.
People lie less at home
Since 2007
Can tools make us better researchers?
 
 
What we did for   Rdio <ul><li>GoToMeeting:  5 users (moderated) </li></ul><ul><li>UserTesting.com: 10 users (self-moderat...
 
What we did for  Volkswagen, Esurance, and a Large Retailer <ul><li>$50 Webcam </li></ul><ul><li>Free Ustream account </li...
Good  Research
1)  Mix online tools 2)  Stream research live
When you  *really* don ’ t  have to listen to your customers
deadly sins 7
Lust
Gluttony
Greed
Sloth
Wrath
Envy
Pride
For the rest of us, we have to avoid  the big myth
The Myth: Geniuses have genius ideas that turn into genius products.
The Truth: Great Ideas come from Other Great Ideas
More Truth: Imaginative research facilitates invention.
&quot;Sometimes, you gotta fart before you poop.&quot; —@hotdogsladies
What helicopters do in action movies Some thoughts on  metrics
&quot;Sometimes you can observe a lot by watching.&quot; — Yogi Berra, catcher
Research customers  the right way <ul><li>expand notion of what research is </li></ul><ul><li>build </li></ul><ul><li>beha...
Thank You.
sxsw.com/ feedback
 
Questions? @boltron @trammell twitter.com boltpeters.com
Questions about the #QuickBar?
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Stop Listening to Your Customers

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A talk given by Nate Bolt and Mark Trammell at SXSW 2011, and based on an article Nate co-wrote on VentureBeat in 2010.

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Stop Listening to Your Customers

  1. 1. GOOD MORNING & WELCOME
  2. 2. Photo Credit: Werner Schnell on Flickr
  3. 3. Stop Listening To Your Customers Nate Bolt Bolt|Peters @boltron Mark Trammell Twitter @trammell
  4. 4. #StopLing
  5. 5. What are ways companies listen to customers?
  6. 6. 60 years ago o hai, faye
  7. 7. user researcb tools 20 years ago
  8. 8. 1995
  9. 10. Bad Listening
  10. 11. 1) Hypothetical Questions 2) A False Premise
  11. 12. Reduce friction.
  12. 17. flickr/eschipul
  13. 19. Good Research Investigate current behavior
  14. 21. Dead Tomato Society
  15. 22. Plain, Spicy, Extra Chunky
  16. 23. &quot;It used to be that the way to find out what people wanted to eat was to ask them. &quot;
  17. 24. Good Research
  18. 25. 1) Contextual 2) Time-aware 3) Behavioral
  19. 26. #OldTwitter
  20. 27. More Bad Listening
  21. 29. Don ’ t bore people with your survey.
  22. 31. Sprint to a functional prototype
  23. 32. Twitter initial research on functioning prototypes
  24. 33. A functional prototype can be a static site, low fidelity mock, paper prototype, index cards,…
  25. 34. … but use real data.
  26. 35. Iterate
  27. 37. #NewTwitter
  28. 38. flickr/monatbrooks Emphasize the moment. flickr/mtbphoto
  29. 44. Task analysis in four simple steps <ul><li>Define the audience and their goals. Create tasks that address those goals. Get the right people. Watch them try to perform the tasks. - Kuniavsky, Observing the User Experience </li></ul>
  30. 45. Text I love the usability setup @trammell and I use at @twitter. $70 software and no 2-way mirror! cc: @silverbackapp— @kvanscha
  31. 51. Friends & Family awkwardfamilyphotos.com
  32. 52. <ul><li>If you click on a Tweet, you'll see it's quite neat. I'm a poet, and I don't even know it. #NewTwitter — @k </li></ul>
  33. 53. Good Research
  34. 54. 1) Sprint to the testable. 2) Iterate.
  35. 55. People lie less at home
  36. 56. Since 2007
  37. 57. Can tools make us better researchers?
  38. 60. What we did for Rdio <ul><li>GoToMeeting: 5 users (moderated) </li></ul><ul><li>UserTesting.com: 10 users (self-moderated) </li></ul><ul><li>Usabilla: 50 users (automated) </li></ul><ul><li>Ethnio: 468 recruits </li></ul>
  39. 62. What we did for Volkswagen, Esurance, and a Large Retailer <ul><li>$50 Webcam </li></ul><ul><li>Free Ustream account </li></ul><ul><li>Observed mobile users in-store and in a lab </li></ul>
  40. 63. Good Research
  41. 64. 1) Mix online tools 2) Stream research live
  42. 65. When you *really* don ’ t have to listen to your customers
  43. 66. deadly sins 7
  44. 67. Lust
  45. 68. Gluttony
  46. 69. Greed
  47. 70. Sloth
  48. 71. Wrath
  49. 72. Envy
  50. 73. Pride
  51. 74. For the rest of us, we have to avoid the big myth
  52. 75. The Myth: Geniuses have genius ideas that turn into genius products.
  53. 76. The Truth: Great Ideas come from Other Great Ideas
  54. 77. More Truth: Imaginative research facilitates invention.
  55. 78. &quot;Sometimes, you gotta fart before you poop.&quot; —@hotdogsladies
  56. 79. What helicopters do in action movies Some thoughts on metrics
  57. 80. &quot;Sometimes you can observe a lot by watching.&quot; — Yogi Berra, catcher
  58. 81. Research customers the right way <ul><li>expand notion of what research is </li></ul><ul><li>build </li></ul><ul><li>behavior </li></ul><ul><li>time-aware </li></ul>
  59. 82. Thank You.
  60. 83. sxsw.com/ feedback
  61. 85. Questions? @boltron @trammell twitter.com boltpeters.com
  62. 86. Questions about the #QuickBar?

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