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Who are YOU building for? Marc McNeill
I’m going to talk about…
The person who has asked you to build a product is probably not the customer
You are (not usually) the customer.
What you think is cool might not be so cool for the customer
I’m going to suggest
observe your customers
model your customers
think like your customers
draw your ideas on paper
test test test
<start>
John
Goal
Install MSN messenger
download
Nothing happens
Download (2)
Nothing happens
Download (3)
Nothing happens
On his desktop
John didn’t know
Did you know John did this?
Skpe did
Skpe did
John visits a site that gives him an address book
John’s got a list
Select and action?
Let the user use their mouse!
Right click to select
To get options…
But the web doesn’t work like this…
John’s desktop?
John’s browser?
Drag this out of the browser?
Now John is confused
John likes Flickr
He doesn’t know about contacts
How did he know that clicking on Neville’s face
Would give him a button
That would give him all this functionality
How would John know?
 
Your scientists are so preoccupied with whether or not they could
that they didn't stop to think if they should
Just because
you can
Doesn’t mean that
you should
Remember boo.com?
Who were they building for?
Poorly designed for target audience going against many usability conventions
Think
About who you are building for
 
We are building for the customer
Who is the customer?
Meet Jim…
 
Hello. I’m CTO of Acme Bank
I’ve got a problem.
{He’s got a PROBLEM}
Meet Jane
Hi! I’m Jane!
I’ve got big brains
I’ll solve your problem.
{Jim Says…}
Great! Ease my pain.
{And Jane asks}
So what are your requirements?
?
Our system is old...
And crap.
Oh!.
We want to migrate it
To a nice shiny box!.
We can do that!
{Jim Says…}
Jane, meet Freddy…
He’s the business
No, he’s the business
(He represents the business as well.)
Hello Jane. I’m the business.
{says Freddy}
Grrrrrr.
{Jane and Freddy Talk}
yada yada yada
{Sometime later}
{Jane says to the team…}
Hi team.
Hello Jane…
{say the team}
{And Jane says}
… the customer is pretty cool…
… There’s Jim. He’s got the solution vision
… And Freddy is the business. He’s got the requirements.
{… And the team say}
Let’s write that down…
 
{Sometime later}
Jim…
(That’s Jim the customer right?)
has given the project the go-ahead
And the team jump in and start planning
And come up with a plan
And the project starts
Hurray!
Hi Jane
(Says Freddy)
We’re moving from this box
To this box.
What’s the business value? ?
{She’s on the ball is Jane.}
The old box costs lots to maintain
And we’d like things to get a bit faster
To make our users faster.
Arrrr
Thinks Jane
{She’s got a big brain has Jane}
Who are our users?.
Oh, they are bank staff.
What do they do?
Oh you know. Bank stuff.
Like?.
Opening accounts.
Arrr. Tell me more.
Well right now it takes them a long time to complete the application…
because the box is slow
So you guys are going to fix it
With the new box
To make the application quicker.
OK
{says Jane.}
{And the developers say}
Install Subversion…
{Sometime later}
Tada!
The team
Have moved the functionality from one box to the other
It’s performance…
… is performant
They’ve delivered what the customer wanted
Gee you’re good.
{Meanwhile}
Meet Carol
She works in a branch
She uses the account opening application
It took her three months to learn to use it
It takes an hour to set up a new customer with an account.
The computer says no!
It sits on a new shiny box does it?
{Says Carol}
And head office thinks that’s good?
No one asked me
(Cheers head office)
It was poo last week
And it is poo this week
{Carol’s not impressed}
Hey!
Jim
Freddy
Jane
developers
Why didn’t you talk to Carol?.
Why didn’t you talk to Sarah?
Or Sheila?
Or Elsie?
(They work in the branches you know)
Or Aeron or Sue?
Or Chris?
Or Claudia?
Or Tara?
Or Doris or George?
Or this lot 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Ludmilla...
(They are real customers you know)
All these people 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Lud...
Their lives are touched by the system.
Jim’s isn’t
Nor is Freddy’s
The people
Who you
And you
Called the customer.
To you
(She’s just a user)
(Sorry)
A user.
And these people 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Lud...
Don’t exist.
Here’s a story.
Hello
Carol
Let’s watch what you do
(That’s carol)
(That’s me)
(That’s a real customer)
(That’s ethnogaphy)
(That’s a crap photo)
So Carol
I said
Tell me about it
And Carol said
Grrrrr It’s $$**@@!!
{And I said}
Interesting…
Ouch! Nasty process CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Custome...
Let’s do some surgery on it
And build a prototype
And test our ideas
With Carol
And the result?
From this CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Customer leaves ...
To this CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Select products Cu...
Faster with no training! 60%
{So what?} ?
So you are starting a new project
Do ethonographic research
(its just like pairing)
(but with the customer)
Be De Niro
(Method acting)
Credit card company?
Go borrow some money
How did it feel? What did you learn? ?
Travel agency?
Go book a holiday
Off-line
As well as on-line
What did you learn? What can you bring to the project? ?
Realise people are different 188cm 145cm 5th percentile Japanese Female 95th percentile British Pilot
Create personas About Ron age 58 | Customer service rep | been with company six months | part time job after being made re...
To build a picture of the customer Biographic Where does she live? Demographic How old is she? Psychographic Social fac...
{Whoaaaa. Busy slide}
To understand how different people will use the product
I want to buy a mobile phone
What’s the spec?
Teach me about it
Help me to decide
I just want it
All users, same goals… different journeys and interaction styles
By getting to know the real customer
You can challenge what you think is required
With new ideas
So rather than recycling the old
You can build innovative solutions
That drives value for the customer…
(not them)
For Carol…
And this lot… 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Ludmil...
Who make them
Money
so
I want to share this with you…
1
Do you know who your customer is?
Not the person who is advising you on requirements
They are our partner
The customer is a person whose life will be touched by your work
2
Method acting
Put yourself in the shoes of the customer
To get emotional insights into the way the product works
3
Ethnographic research
Spend time watching what the customer does
Listening to them
To understand what real value is
4
Create personas
Make-believe pen portraits of our customers
To remind you what the customer would think or do
4
Share ideas
Collaborate
Collaborate
I’m glad we’re all agreed then
Get our mental models on the table
Idea convergence
I’m glad we’re all agreed then
Don’t hide behind documentation
Information radiators
5
Visualise
Visual models Test Refine Mental Model Test Refine Mental Model
Paper prototyping
Wireframes
6
test
Usability testing
And
The value?
Building compelling products that transform people lives…
Not just satisfy requirements…
And meet expectations…
But Exceed expectations
(He’s right you know)
marc mcneill dancingmango.com/blog [email_address]
 
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Who are you building for?

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Agile practitioners talk about the customer but who do they really mean? This presentation argues that the customer is not the person who is sponsoring the project - the 'product owner', the customer is the person whose life is touched by the product. It concludes with some recommendations for engaging the real customer in the process. It was presented at Qcon a couple of years ago, I narrate it here - http://video.google.co.uk/videoplay?docid=-8408360027459704260

Published in: Technology, Entertainment & Humor
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Who are you building for?

  1. 1. Who are YOU building for? Marc McNeill
  2. 2. I’m going to talk about…
  3. 3. The person who has asked you to build a product is probably not the customer
  4. 4. You are (not usually) the customer.
  5. 5. What you think is cool might not be so cool for the customer
  6. 6. I’m going to suggest
  7. 7. observe your customers
  8. 8. model your customers
  9. 9. think like your customers
  10. 10. draw your ideas on paper
  11. 11. test test test
  12. 12. <start>
  13. 13. John
  14. 14. Goal
  15. 15. Install MSN messenger
  16. 16. download
  17. 17. Nothing happens
  18. 18. Download (2)
  19. 19. Nothing happens
  20. 20. Download (3)
  21. 21. Nothing happens
  22. 22. On his desktop
  23. 23. John didn’t know
  24. 24. Did you know John did this?
  25. 25. Skpe did
  26. 26. Skpe did
  27. 27. John visits a site that gives him an address book
  28. 28. John’s got a list
  29. 29. Select and action?
  30. 30. Let the user use their mouse!
  31. 31. Right click to select
  32. 32. To get options…
  33. 33. But the web doesn’t work like this…
  34. 34. John’s desktop?
  35. 35. John’s browser?
  36. 36. Drag this out of the browser?
  37. 37. Now John is confused
  38. 38. John likes Flickr
  39. 39. He doesn’t know about contacts
  40. 40. How did he know that clicking on Neville’s face
  41. 41. Would give him a button
  42. 42. That would give him all this functionality
  43. 43. How would John know?
  44. 45. Your scientists are so preoccupied with whether or not they could
  45. 46. that they didn't stop to think if they should
  46. 47. Just because
  47. 48. you can
  48. 49. Doesn’t mean that
  49. 50. you should
  50. 51. Remember boo.com?
  51. 52. Who were they building for?
  52. 53. Poorly designed for target audience going against many usability conventions
  53. 54. Think
  54. 55. About who you are building for
  55. 57. We are building for the customer
  56. 58. Who is the customer?
  57. 59. Meet Jim…
  58. 61. Hello. I’m CTO of Acme Bank
  59. 62. I’ve got a problem.
  60. 63. {He’s got a PROBLEM}
  61. 64. Meet Jane
  62. 65. Hi! I’m Jane!
  63. 66. I’ve got big brains
  64. 67. I’ll solve your problem.
  65. 68. {Jim Says…}
  66. 69. Great! Ease my pain.
  67. 70. {And Jane asks}
  68. 71. So what are your requirements?
  69. 72. ?
  70. 73. Our system is old...
  71. 74. And crap.
  72. 75. Oh!.
  73. 76. We want to migrate it
  74. 77. To a nice shiny box!.
  75. 78. We can do that!
  76. 79. {Jim Says…}
  77. 80. Jane, meet Freddy…
  78. 81. He’s the business
  79. 82. No, he’s the business
  80. 83. (He represents the business as well.)
  81. 84. Hello Jane. I’m the business.
  82. 85. {says Freddy}
  83. 86. Grrrrrr.
  84. 87. {Jane and Freddy Talk}
  85. 88. yada yada yada
  86. 89. {Sometime later}
  87. 90. {Jane says to the team…}
  88. 91. Hi team.
  89. 92. Hello Jane…
  90. 93. {say the team}
  91. 94. {And Jane says}
  92. 95. … the customer is pretty cool…
  93. 96. … There’s Jim. He’s got the solution vision
  94. 97. … And Freddy is the business. He’s got the requirements.
  95. 98. {… And the team say}
  96. 99. Let’s write that down…
  97. 101. {Sometime later}
  98. 102. Jim…
  99. 103. (That’s Jim the customer right?)
  100. 104. has given the project the go-ahead
  101. 105. And the team jump in and start planning
  102. 106. And come up with a plan
  103. 107. And the project starts
  104. 108. Hurray!
  105. 109. Hi Jane
  106. 110. (Says Freddy)
  107. 111. We’re moving from this box
  108. 112. To this box.
  109. 113. What’s the business value? ?
  110. 114. {She’s on the ball is Jane.}
  111. 115. The old box costs lots to maintain
  112. 116. And we’d like things to get a bit faster
  113. 117. To make our users faster.
  114. 118. Arrrr
  115. 119. Thinks Jane
  116. 120. {She’s got a big brain has Jane}
  117. 121. Who are our users?.
  118. 122. Oh, they are bank staff.
  119. 123. What do they do?
  120. 124. Oh you know. Bank stuff.
  121. 125. Like?.
  122. 126. Opening accounts.
  123. 127. Arrr. Tell me more.
  124. 128. Well right now it takes them a long time to complete the application…
  125. 129. because the box is slow
  126. 130. So you guys are going to fix it
  127. 131. With the new box
  128. 132. To make the application quicker.
  129. 133. OK
  130. 134. {says Jane.}
  131. 135. {And the developers say}
  132. 136. Install Subversion…
  133. 137. {Sometime later}
  134. 138. Tada!
  135. 139. The team
  136. 140. Have moved the functionality from one box to the other
  137. 141. It’s performance…
  138. 142. … is performant
  139. 143. They’ve delivered what the customer wanted
  140. 144. Gee you’re good.
  141. 145. {Meanwhile}
  142. 146. Meet Carol
  143. 147. She works in a branch
  144. 148. She uses the account opening application
  145. 149. It took her three months to learn to use it
  146. 150. It takes an hour to set up a new customer with an account.
  147. 151. The computer says no!
  148. 152. It sits on a new shiny box does it?
  149. 153. {Says Carol}
  150. 154. And head office thinks that’s good?
  151. 155. No one asked me
  152. 156. (Cheers head office)
  153. 157. It was poo last week
  154. 158. And it is poo this week
  155. 159. {Carol’s not impressed}
  156. 160. Hey!
  157. 161. Jim
  158. 162. Freddy
  159. 163. Jane
  160. 164. developers
  161. 165. Why didn’t you talk to Carol?.
  162. 166. Why didn’t you talk to Sarah?
  163. 167. Or Sheila?
  164. 168. Or Elsie?
  165. 169. (They work in the branches you know)
  166. 170. Or Aeron or Sue?
  167. 171. Or Chris?
  168. 172. Or Claudia?
  169. 173. Or Tara?
  170. 174. Or Doris or George?
  171. 175. Or this lot 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Ludmilla Mildred 8. Keisha Crom 9. Maitland Benford 10. Leeann Anderson 11. Zola Yeskey 12. Lorin Powers 13. Ginny Sherlock 14. Amelia Albright 15. Ellis Howe 16. Alexa Kifer 17. Dane Ruhl 18. Mattie Countryman 19. Yaron Schuck 20. Griselda Hastings 21. Denholm Yates 22. Ruthie Gronko 23. Wenda Townsend 24. Mya Hatfield 25. Lakisha Hunter 26. Reina Buck 27. Isador Hayhurst 28. Felicity Moberly 29. Clyde Erschoff 30. Euphemia Swain 31. Adela Dugger 32. Ben Elliott 33. Ireland Hawker 34. Lovell Wise 35. Rosanne Berkheimer 36. Harper Yonkie 37. Cooper Pycroft 38. Zillah Billimek 39. Daren James 40. Madelyn Toyley 41. Alyson Throckmorton 42. Austen Laurenzi 43. Robertina Bousum 44. Stu Bagley 45. Malcolm Johnson 46. Oralie Herrold 47. Deforest Osteen 48. Kolour Busk 49. Reynold Henley 50. Sammie Wortman 51. Jalen Williamson 52. Syd Bowchiew 53. Yasmin Compton 54. Alaina Milne 55. Lynnette Teagarden 56. Tilly Fiscina 57. Juniper Baumgartner 58. Kathleen Children 59. Randy Cattley 60. Hettie Conrad 61. Ettie Swink 62. Dulcie Tedrow 63. Genesis Braun 64. Fern Warren 65. Wilmot Adams 66. Porsche Shupe 67. Petronella Handyside 68. Rosalind Roberts 69. Pia Pyle 70. Thomasina Mcelroy 71. Prudence Eggbert 72. Carine Buttermore 73. Cicely Hill 74. Tristand Fylbrigg 75. Clark Rosensteel 76. Chet Errett 77. Simonette Cady 78. Trudi Ewing 79. Marshall Gongaware 80. Delaney Whishaw 81. Kay Mathews 82. Jake Baldwin 83. Willy Poley 84. Placid Cable 85. Evie Hice 86. Faye Frankenberger 87. Lindsay Prechtl 88. Pamella Knisely 89. Rosaline Leichter 90. Livia Hynes 91. Eglantine Morland 92. Amias Best 93. Daffodil Gregory 94. Loretta Black 95. Bobbie Schmidt 96. Roderick Appleby 97. Kate Richter 98. Mason Williams 99. Caedmon Newman 100. Tamika Cass 101. Jaylen Pratt 102. Oscar Whitten 103. Romy Crawford 104. Abner Wade 105. Peta Kadel 106. Francis Sandford 107. Maybelline Reed 108. Ainsley Holtzer 109. Ellen Mcfall 110. Mathew Christman 111. Evangeline Jackson 112. Krystal Schere 113. Frank Mcindoe 114. Tad Hardie 115. Tanner Pinney 116. Barrie Wyatt 117. Chrysanta Foster 118. Lindsey Mortland 119. Denys Stanfield 120. Camron Miller 121. Bobby Rhinehart 122. Roydon Pery 123. Michaela Knight 124. Alix Woolery 125. Jaqueline Cribbs 126. Janet Fonblanque 127. Bindy Cowher 128. Collyn Sayre 129. Sabina Robertson 130. Delmar Pullman 131. Dewayne Echard 132. Cassian Hegarty 133. Anise Hall 134. Jaycob Zeal 135. Josephina Jowers 136. Bryan Mccune 137. Liane Herndon 138. Trixie Bunten 139. Shirlee Ruch 140. Jetta Powell 141. China Steiner 142. Korrine Candles 143. Constance Geddinge 144. Omega Otis 145. Desmond Baxter 146. Kaylyn Jackson 147. Fannie Holdeman 148. Hillary Brindle 149. Oz Jerome 150. Britney Lotherington 151. Dawn Poehl 152. Herbert Wynter 153. Amabel Hildyard 154. Marquis Butt 155. John Kuster 156. Lindsie Pennington 157. Kara Murray 158. Corine Myers 159. Gresham Weldy 160. Juliana Fields 161. Jericho Kooser 162. Sachie Hahn 163. Sharmaine Gibson 164. Jaquelyn Kight 165. Isaiah Werner 166. Temperance Prevatt 167. Darcy Sell 168. Lynwood Hughes 169. Landon Faast 170. Harvie Law 171. Marius Orbell 172. Derrick Hawkins 173. Petunia Noton 174. Tatiana Keister 175. Elenora Ward 176. Sanford Wile 177. Lilly Linton 178. Kellie Wiggins 179. Deena Sanborn 180. Xylia Carmichael 181. Herb Strickland 182. Alberta Foster 183. Ariana Reese 184. Gertie Maugham 185. Pat Newton 186. Chloe Haynes 187. Hebe Stewart 188. Sheldon Elder 189. Draven Eliza 190. Mercia Garland 191. Perlie Van 192. Scot Kline 193. Lizbeth Barnes 194. Joandra Blaine 195. Candy Tavoularis 196. Kian Mccullough 197. Alyce Patton 198. Ulysses Arthur 199. Dorothea Marjorie 200. Nena Pearsall 201. Christina Shea 202. Linette Dean 203. Tess Ehret 204. Judah Winton 205. Rheanna Beard 206. Nathanael Fischer 207. Tim Mckinnon 208. Katelynn Garratt 209. Laurie Dimsdale 210. Keefe Hair 211. Miles Buzzard 212. Julia Bellinger 213. Enola Lane 214. Mckenna Rockwell 215. Damian Knapenberger 216. Hattie Alington 217. Hunter Cram 218. Shauna Rader 219. Kezia Dugmore 220. Walker Osterweis 221. Quincy Philips 222. Wynter Burnett 223. Breana Isaman 224. Gomer Wheeler 225. Bea Tripp
  172. 176. (They are real customers you know)
  173. 177. All these people 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Ludmilla Mildred 8. Keisha Crom 9. Maitland Benford 10. Leeann Anderson 11. Zola Yeskey 12. Lorin Powers 13. Ginny Sherlock 14. Amelia Albright 15. Ellis Howe 16. Alexa Kifer 17. Dane Ruhl 18. Mattie Countryman 19. Yaron Schuck 20. Griselda Hastings 21. Denholm Yates 22. Ruthie Gronko 23. Wenda Townsend 24. Mya Hatfield 25. Lakisha Hunter 26. Reina Buck 27. Isador Hayhurst 28. Felicity Moberly 29. Clyde Erschoff 30. Euphemia Swain 31. Adela Dugger 32. Ben Elliott 33. Ireland Hawker 34. Lovell Wise 35. Rosanne Berkheimer 36. Harper Yonkie 37. Cooper Pycroft 38. Zillah Billimek 39. Daren James 40. Madelyn Toyley 41. Alyson Throckmorton 42. Austen Laurenzi 43. Robertina Bousum 44. Stu Bagley 45. Malcolm Johnson 46. Oralie Herrold 47. Deforest Osteen 48. Kolour Busk 49. Reynold Henley 50. Sammie Wortman 51. Jalen Williamson 52. Syd Bowchiew 53. Yasmin Compton 54. Alaina Milne 55. Lynnette Teagarden 56. Tilly Fiscina 57. Juniper Baumgartner 58. Kathleen Children 59. Randy Cattley 60. Hettie Conrad 61. Ettie Swink 62. Dulcie Tedrow 63. Genesis Braun 64. Fern Warren 65. Wilmot Adams 66. Porsche Shupe 67. Petronella Handyside 68. Rosalind Roberts 69. Pia Pyle 70. Thomasina Mcelroy 71. Prudence Eggbert 72. Carine Buttermore 73. Cicely Hill 74. Tristand Fylbrigg 75. Clark Rosensteel 76. Chet Errett 77. Simonette Cady 78. Trudi Ewing 79. Marshall Gongaware 80. Delaney Whishaw 81. Kay Mathews 82. Jake Baldwin 83. Willy Poley 84. Placid Cable 85. Evie Hice 86. Faye Frankenberger 87. Lindsay Prechtl 88. Pamella Knisely 89. Rosaline Leichter 90. Livia Hynes 91. Eglantine Morland 92. Amias Best 93. Daffodil Gregory 94. Loretta Black 95. Bobbie Schmidt 96. Roderick Appleby 97. Kate Richter 98. Mason Williams 99. Caedmon Newman 100. Tamika Cass 101. Jaylen Pratt 102. Oscar Whitten 103. Romy Crawford 104. Abner Wade 105. Peta Kadel 106. Francis Sandford 107. Maybelline Reed 108. Ainsley Holtzer 109. Ellen Mcfall 110. Mathew Christman 111. Evangeline Jackson 112. Krystal Schere 113. Frank Mcindoe 114. Tad Hardie 115. Tanner Pinney 116. Barrie Wyatt 117. Chrysanta Foster 118. Lindsey Mortland 119. Denys Stanfield 120. Camron Miller 121. Bobby Rhinehart 122. Roydon Pery 123. Michaela Knight 124. Alix Woolery 125. Jaqueline Cribbs 126. Janet Fonblanque 127. Bindy Cowher 128. Collyn Sayre 129. Sabina Robertson 130. Delmar Pullman 131. Dewayne Echard 132. Cassian Hegarty 133. Anise Hall 134. Jaycob Zeal 135. Josephina Jowers 136. Bryan Mccune 137. Liane Herndon 138. Trixie Bunten 139. Shirlee Ruch 140. Jetta Powell 141. China Steiner 142. Korrine Candles 143. Constance Geddinge 144. Omega Otis 145. Desmond Baxter 146. Kaylyn Jackson 147. Fannie Holdeman 148. Hillary Brindle 149. Oz Jerome 150. Britney Lotherington 151. Dawn Poehl 152. Herbert Wynter 153. Amabel Hildyard 154. Marquis Butt 155. John Kuster 156. Lindsie Pennington 157. Kara Murray 158. Corine Myers 159. Gresham Weldy 160. Juliana Fields 161. Jericho Kooser 162. Sachie Hahn 163. Sharmaine Gibson 164. Jaquelyn Kight 165. Isaiah Werner 166. Temperance Prevatt 167. Darcy Sell 168. Lynwood Hughes 169. Landon Faast 170. Harvie Law 171. Marius Orbell 172. Derrick Hawkins 173. Petunia Noton 174. Tatiana Keister 175. Elenora Ward 176. Sanford Wile 177. Lilly Linton 178. Kellie Wiggins 179. Deena Sanborn 180. Xylia Carmichael 181. Herb Strickland 182. Alberta Foster 183. Ariana Reese 184. Gertie Maugham 185. Pat Newton 186. Chloe Haynes 187. Hebe Stewart 188. Sheldon Elder 189. Draven Eliza 190. Mercia Garland 191. Perlie Van 192. Scot Kline 193. Lizbeth Barnes 194. Joandra Blaine 195. Candy Tavoularis 196. Kian Mccullough 197. Alyce Patton 198. Ulysses Arthur 199. Dorothea Marjorie 200. Nena Pearsall 201. Christina Shea 202. Linette Dean 203. Tess Ehret 204. Judah Winton 205. Rheanna Beard 206. Nathanael Fischer 207. Tim Mckinnon 208. Katelynn Garratt 209. Laurie Dimsdale 210. Keefe Hair 211. Miles Buzzard 212. Julia Bellinger 213. Enola Lane 214. Mckenna Rockwell 215. Damian Knapenberger 216. Hattie Alington 217. Hunter Cram 218. Shauna Rader 219. Kezia Dugmore 220. Walker Osterweis 221. Quincy Philips 222. Wynter Burnett 223. Breana Isaman 224. Gomer Wheeler 225. Bea Tripp
  174. 178. Their lives are touched by the system.
  175. 179. Jim’s isn’t
  176. 180. Nor is Freddy’s
  177. 181. The people
  178. 182. Who you
  179. 183. And you
  180. 184. Called the customer.
  181. 185. To you
  182. 186. (She’s just a user)
  183. 187. (Sorry)
  184. 188. A user.
  185. 189. And these people 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Ludmilla Mildred 8. Keisha Crom 9. Maitland Benford 10. Leeann Anderson 11. Zola Yeskey 12. Lorin Powers 13. Ginny Sherlock 14. Amelia Albright 15. Ellis Howe 16. Alexa Kifer 17. Dane Ruhl 18. Mattie Countryman 19. Yaron Schuck 20. Griselda Hastings 21. Denholm Yates 22. Ruthie Gronko 23. Wenda Townsend 24. Mya Hatfield 25. Lakisha Hunter 26. Reina Buck 27. Isador Hayhurst 28. Felicity Moberly 29. Clyde Erschoff 30. Euphemia Swain 31. Adela Dugger 32. Ben Elliott 33. Ireland Hawker 34. Lovell Wise 35. Rosanne Berkheimer 36. Harper Yonkie 37. Cooper Pycroft 38. Zillah Billimek 39. Daren James 40. Madelyn Toyley 41. Alyson Throckmorton 42. Austen Laurenzi 43. Robertina Bousum 44. Stu Bagley 45. Malcolm Johnson 46. Oralie Herrold 47. Deforest Osteen 48. Kolour Busk 49. Reynold Henley 50. Sammie Wortman 51. Jalen Williamson 52. Syd Bowchiew 53. Yasmin Compton 54. Alaina Milne 55. Lynnette Teagarden 56. Tilly Fiscina 57. Juniper Baumgartner 58. Kathleen Children 59. Randy Cattley 60. Hettie Conrad 61. Ettie Swink 62. Dulcie Tedrow 63. Genesis Braun 64. Fern Warren 65. Wilmot Adams 66. Porsche Shupe 67. Petronella Handyside 68. Rosalind Roberts 69. Pia Pyle 70. Thomasina Mcelroy 71. Prudence Eggbert 72. Carine Buttermore 73. Cicely Hill 74. Tristand Fylbrigg 75. Clark Rosensteel 76. Chet Errett 77. Simonette Cady 78. Trudi Ewing 79. Marshall Gongaware 80. Delaney Whishaw 81. Kay Mathews 82. Jake Baldwin 83. Willy Poley 84. Placid Cable 85. Evie Hice 86. Faye Frankenberger 87. Lindsay Prechtl 88. Pamella Knisely 89. Rosaline Leichter 90. Livia Hynes 91. Eglantine Morland 92. Amias Best 93. Daffodil Gregory 94. Loretta Black 95. Bobbie Schmidt 96. Roderick Appleby 97. Kate Richter 98. Mason Williams 99. Caedmon Newman 100. Tamika Cass 101. Jaylen Pratt 102. Oscar Whitten 103. Romy Crawford 104. Abner Wade 105. Peta Kadel 106. Francis Sandford 107. Maybelline Reed 108. Ainsley Holtzer 109. Ellen Mcfall 110. Mathew Christman 111. Evangeline Jackson 112. Krystal Schere 113. Frank Mcindoe 114. Tad Hardie 115. Tanner Pinney 116. Barrie Wyatt 117. Chrysanta Foster 118. Lindsey Mortland 119. Denys Stanfield 120. Camron Miller 121. Bobby Rhinehart 122. Roydon Pery 123. Michaela Knight 124. Alix Woolery 125. Jaqueline Cribbs 126. Janet Fonblanque 127. Bindy Cowher 128. Collyn Sayre 129. Sabina Robertson 130. Delmar Pullman 131. Dewayne Echard 132. Cassian Hegarty 133. Anise Hall 134. Jaycob Zeal 135. Josephina Jowers 136. Bryan Mccune 137. Liane Herndon 138. Trixie Bunten 139. Shirlee Ruch 140. Jetta Powell 141. China Steiner 142. Korrine Candles 143. Constance Geddinge 144. Omega Otis 145. Desmond Baxter 146. Kaylyn Jackson 147. Fannie Holdeman 148. Hillary Brindle 149. Oz Jerome 150. Britney Lotherington 151. Dawn Poehl 152. Herbert Wynter 153. Amabel Hildyard 154. Marquis Butt 155. John Kuster 156. Lindsie Pennington 157. Kara Murray 158. Corine Myers 159. Gresham Weldy 160. Juliana Fields 161. Jericho Kooser 162. Sachie Hahn 163. Sharmaine Gibson 164. Jaquelyn Kight 165. Isaiah Werner 166. Temperance Prevatt 167. Darcy Sell 168. Lynwood Hughes 169. Landon Faast 170. Harvie Law 171. Marius Orbell 172. Derrick Hawkins 173. Petunia Noton 174. Tatiana Keister 175. Elenora Ward 176. Sanford Wile 177. Lilly Linton 178. Kellie Wiggins 179. Deena Sanborn 180. Xylia Carmichael 181. Herb Strickland 182. Alberta Foster 183. Ariana Reese 184. Gertie Maugham 185. Pat Newton 186. Chloe Haynes 187. Hebe Stewart 188. Sheldon Elder 189. Draven Eliza 190. Mercia Garland 191. Perlie Van 192. Scot Kline 193. Lizbeth Barnes 194. Joandra Blaine 195. Candy Tavoularis 196. Kian Mccullough 197. Alyce Patton 198. Ulysses Arthur 199. Dorothea Marjorie 200. Nena Pearsall 201. Christina Shea 202. Linette Dean 203. Tess Ehret 204. Judah Winton 205. Rheanna Beard 206. Nathanael Fischer 207. Tim Mckinnon 208. Katelynn Garratt 209. Laurie Dimsdale 210. Keefe Hair 211. Miles Buzzard 212. Julia Bellinger 213. Enola Lane 214. Mckenna Rockwell 215. Damian Knapenberger 216. Hattie Alington 217. Hunter Cram 218. Shauna Rader 219. Kezia Dugmore 220. Walker Osterweis 221. Quincy Philips 222. Wynter Burnett 223. Breana Isaman 224. Gomer Wheeler 225. Bea Tripp
  186. 190. Don’t exist.
  187. 191. Here’s a story.
  188. 192. Hello
  189. 193. Carol
  190. 194. Let’s watch what you do
  191. 195. (That’s carol)
  192. 196. (That’s me)
  193. 197. (That’s a real customer)
  194. 198. (That’s ethnogaphy)
  195. 199. (That’s a crap photo)
  196. 200. So Carol
  197. 201. I said
  198. 202. Tell me about it
  199. 203. And Carol said
  200. 204. Grrrrr It’s $$**@@!!
  201. 205. {And I said}
  202. 206. Interesting…
  203. 207. Ouch! Nasty process CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Customer leaves 00:00 03:00 05:00 10:00 20:00 28:00 33:00 37:00 45:00 50:00* Complete sig. card Sign application form Sign application form Sign application form Send to CSU Recommend Credit card Change of name Change of name Set up customer Change of name Change of name ID&V / DICE info Change of name Change of name Current account application Change of name Change of name Connect card application Change of name Change of name Credit card application Change of name Change of name On-Line banking application Change of name Change of name Letters
  204. 208. Let’s do some surgery on it
  205. 209. And build a prototype
  206. 210. And test our ideas
  207. 211. With Carol
  208. 212. And the result?
  209. 213. From this CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Customer leaves 00:00 03:00 05:00 10:00 20:00 28:00 33:00 37:00 45:00 50:00* Complete sig. card Sign application form Sign application form Sign application form Send to CSU Recommend Credit card Change of name Change of name Set up customer Change of name Change of name ID&V / DICE info Change of name Change of name Current account application Change of name Change of name Connect card application Change of name Change of name Credit card application Change of name Change of name On-Line banking application Change of name Change of name Letters
  210. 214. To this CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Select products Customer leaves 00:00 03:00 05:00 08:00 11:00 16:00 20:00* Complete sig. card Sign application form Customer receives letter Send to CSU Recommend Products Credit check 18:00 Change of name Change of name Set up customer Change of name Change of name Consolidated product application
  211. 215. Faster with no training! 60%
  212. 216. {So what?} ?
  213. 217. So you are starting a new project
  214. 218. Do ethonographic research
  215. 219. (its just like pairing)
  216. 220. (but with the customer)
  217. 221. Be De Niro
  218. 222. (Method acting)
  219. 223. Credit card company?
  220. 224. Go borrow some money
  221. 225. How did it feel? What did you learn? ?
  222. 226. Travel agency?
  223. 227. Go book a holiday
  224. 228. Off-line
  225. 229. As well as on-line
  226. 230. What did you learn? What can you bring to the project? ?
  227. 231. Realise people are different 188cm 145cm 5th percentile Japanese Female 95th percentile British Pilot
  228. 232. Create personas About Ron age 58 | Customer service rep | been with company six months | part time job after being made redundant |ex-insurance salesman | hates computers | About Maggie age 34 | Customer service rep | been with company four years | enjoys her job |drives Volkswagen Polo | heavy internet user | loves eBay | hates company computer system ‘it’s difficult to use |
  229. 233. To build a picture of the customer Biographic Where does she live? Demographic How old is she? Psychographic Social factors, attitudes motivation Technographic Internet/ computer usage and comfort Relationship to the business - Role, status, perception Business relationship to persona – brand, attitude Sally, 24, lives in Leeds, Single mother, 1 CSE, no computer experience “programming the video is hard enough for me” Kelly, works part time at Saver Supermarket as Cashier, usually on Kiosk Knowledge and experience Subject matter, computer proficiency, employment history Novice, beginner, intermediary, expert goals, needs, desires, attitudes, motivations Emotional, motivational, big picture, needs, frustrations, attitude to job John, content expert, holds information in his head, uses pen and paper to make records, uncomfortable with PC Danni, works for money. Wants ‘easy life’. Work goal is to service customers quickly with a smile
  230. 234. {Whoaaaa. Busy slide}
  231. 235. To understand how different people will use the product
  232. 236. I want to buy a mobile phone
  233. 237. What’s the spec?
  234. 238. Teach me about it
  235. 239. Help me to decide
  236. 240. I just want it
  237. 241. All users, same goals… different journeys and interaction styles
  238. 242. By getting to know the real customer
  239. 243. You can challenge what you think is required
  240. 244. With new ideas
  241. 245. So rather than recycling the old
  242. 246. You can build innovative solutions
  243. 247. That drives value for the customer…
  244. 248. (not them)
  245. 249. For Carol…
  246. 250. And this lot… 1. Earline Hay 2. King Clarke 3. Janey Beals 4. Huey Churchill 5. Mort Groah 6. Chuck Rogers 7. Ludmilla Mildred 8. Keisha Crom 9. Maitland Benford 10. Leeann Anderson 11. Zola Yeskey 12. Lorin Powers 13. Ginny Sherlock 14. Amelia Albright 15. Ellis Howe 16. Alexa Kifer 17. Dane Ruhl 18. Mattie Countryman 19. Yaron Schuck 20. Griselda Hastings 21. Denholm Yates 22. Ruthie Gronko 23. Wenda Townsend 24. Mya Hatfield 25. Lakisha Hunter 26. Reina Buck 27. Isador Hayhurst 28. Felicity Moberly 29. Clyde Erschoff 30. Euphemia Swain 31. Adela Dugger 32. Ben Elliott 33. Ireland Hawker 34. Lovell Wise 35. Rosanne Berkheimer 36. Harper Yonkie 37. Cooper Pycroft 38. Zillah Billimek 39. Daren James 40. Madelyn Toyley 41. Alyson Throckmorton 42. Austen Laurenzi 43. Robertina Bousum 44. Stu Bagley 45. Malcolm Johnson 46. Oralie Herrold 47. Deforest Osteen 48. Kolour Busk 49. Reynold Henley 50. Sammie Wortman 51. Jalen Williamson 52. Syd Bowchiew 53. Yasmin Compton 54. Alaina Milne 55. Lynnette Teagarden 56. Tilly Fiscina 57. Juniper Baumgartner 58. Kathleen Children 59. Randy Cattley 60. Hettie Conrad 61. Ettie Swink 62. Dulcie Tedrow 63. Genesis Braun 64. Fern Warren 65. Wilmot Adams 66. Porsche Shupe 67. Petronella Handyside 68. Rosalind Roberts 69. Pia Pyle 70. Thomasina Mcelroy 71. Prudence Eggbert 72. Carine Buttermore 73. Cicely Hill 74. Tristand Fylbrigg 75. Clark Rosensteel 76. Chet Errett 77. Simonette Cady 78. Trudi Ewing 79. Marshall Gongaware 80. Delaney Whishaw 81. Kay Mathews 82. Jake Baldwin 83. Willy Poley 84. Placid Cable 85. Evie Hice 86. Faye Frankenberger 87. Lindsay Prechtl 88. Pamella Knisely 89. Rosaline Leichter 90. Livia Hynes 91. Eglantine Morland 92. Amias Best 93. Daffodil Gregory 94. Loretta Black 95. Bobbie Schmidt 96. Roderick Appleby 97. Kate Richter 98. Mason Williams 99. Caedmon Newman 100. Tamika Cass 101. Jaylen Pratt 102. Oscar Whitten 103. Romy Crawford 104. Abner Wade 105. Peta Kadel 106. Francis Sandford 107. Maybelline Reed 108. Ainsley Holtzer 109. Ellen Mcfall 110. Mathew Christman 111. Evangeline Jackson 112. Krystal Schere 113. Frank Mcindoe 114. Tad Hardie 115. Tanner Pinney 116. Barrie Wyatt 117. Chrysanta Foster 118. Lindsey Mortland 119. Denys Stanfield 120. Camron Miller 121. Bobby Rhinehart 122. Roydon Pery 123. Michaela Knight 124. Alix Woolery 125. Jaqueline Cribbs 126. Janet Fonblanque 127. Bindy Cowher 128. Collyn Sayre 129. Sabina Robertson 130. Delmar Pullman 131. Dewayne Echard 132. Cassian Hegarty 133. Anise Hall 134. Jaycob Zeal 135. Josephina Jowers 136. Bryan Mccune 137. Liane Herndon 138. Trixie Bunten 139. Shirlee Ruch 140. Jetta Powell 141. China Steiner 142. Korrine Candles 143. Constance Geddinge 144. Omega Otis 145. Desmond Baxter 146. Kaylyn Jackson 147. Fannie Holdeman 148. Hillary Brindle 149. Oz Jerome 150. Britney Lotherington 151. Dawn Poehl 152. Herbert Wynter 153. Amabel Hildyard 154. Marquis Butt 155. John Kuster 156. Lindsie Pennington 157. Kara Murray 158. Corine Myers 159. Gresham Weldy 160. Juliana Fields 161. Jericho Kooser 162. Sachie Hahn 163. Sharmaine Gibson 164. Jaquelyn Kight 165. Isaiah Werner 166. Temperance Prevatt 167. Darcy Sell 168. Lynwood Hughes 169. Landon Faast 170. Harvie Law 171. Marius Orbell 172. Derrick Hawkins 173. Petunia Noton 174. Tatiana Keister 175. Elenora Ward 176. Sanford Wile 177. Lilly Linton 178. Kellie Wiggins 179. Deena Sanborn 180. Xylia Carmichael 181. Herb Strickland 182. Alberta Foster 183. Ariana Reese 184. Gertie Maugham 185. Pat Newton 186. Chloe Haynes 187. Hebe Stewart 188. Sheldon Elder 189. Draven Eliza 190. Mercia Garland 191. Perlie Van 192. Scot Kline 193. Lizbeth Barnes 194. Joandra Blaine 195. Candy Tavoularis 196. Kian Mccullough 197. Alyce Patton 198. Ulysses Arthur 199. Dorothea Marjorie 200. Nena Pearsall 201. Christina Shea 202. Linette Dean 203. Tess Ehret 204. Judah Winton 205. Rheanna Beard 206. Nathanael Fischer 207. Tim Mckinnon 208. Katelynn Garratt 209. Laurie Dimsdale 210. Keefe Hair 211. Miles Buzzard 212. Julia Bellinger 213. Enola Lane 214. Mckenna Rockwell 215. Damian Knapenberger 216. Hattie Alington 217. Hunter Cram 218. Shauna Rader 219. Kezia Dugmore 220. Walker Osterweis 221. Quincy Philips 222. Wynter Burnett 223. Breana Isaman 224. Gomer Wheeler 225. Bea Tripp
  247. 251. Who make them
  248. 252. Money
  249. 253. so
  250. 254. I want to share this with you…
  251. 255. 1
  252. 256. Do you know who your customer is?
  253. 257. Not the person who is advising you on requirements
  254. 258. They are our partner
  255. 259. The customer is a person whose life will be touched by your work
  256. 260. 2
  257. 261. Method acting
  258. 262. Put yourself in the shoes of the customer
  259. 263. To get emotional insights into the way the product works
  260. 264. 3
  261. 265. Ethnographic research
  262. 266. Spend time watching what the customer does
  263. 267. Listening to them
  264. 268. To understand what real value is
  265. 269. 4
  266. 270. Create personas
  267. 271. Make-believe pen portraits of our customers
  268. 272. To remind you what the customer would think or do
  269. 273. 4
  270. 274. Share ideas
  271. 275. Collaborate
  272. 276. Collaborate
  273. 277. I’m glad we’re all agreed then
  274. 278. Get our mental models on the table
  275. 279. Idea convergence
  276. 280. I’m glad we’re all agreed then
  277. 281. Don’t hide behind documentation
  278. 282. Information radiators
  279. 283. 5
  280. 284. Visualise
  281. 285. Visual models Test Refine Mental Model Test Refine Mental Model
  282. 286. Paper prototyping
  283. 287. Wireframes
  284. 288. 6
  285. 289. test
  286. 290. Usability testing
  287. 291. And
  288. 292. The value?
  289. 293. Building compelling products that transform people lives…
  290. 294. Not just satisfy requirements…
  291. 295. And meet expectations…
  292. 296. But Exceed expectations
  293. 297. (He’s right you know)
  294. 298. marc mcneill dancingmango.com/blog [email_address]

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