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Customer validation with Diary Studies

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I modified my diary study talk for LeanCamp, a one-day unconference for Lean Startup practitioners and fans.

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Customer validation with Diary Studies

  1. 1. Customer Validation using Diary Studies <ul><li>LeanCamp London 2 </li></ul><ul><li>January 18, 2012 </li></ul>@boonych • #leandiary
  2. 2. About me <ul><li>UX designer at SapientNitro </li></ul><ul><li>Formerly a developer (startups, prototyping, telecoms, rich internet apps) </li></ul><ul><li>MSc Human-Computer Interaction </li></ul><ul><li>UXCampLondon organiser </li></ul>@boonych • #leandiary uxcamplondon.org
  3. 3. Why this talk <ul><li>Lean startup “epiphany” </li></ul><ul><li>Gaps: Need more qualitative methods for holistic view </li></ul><ul><li>Applying & integrating </li></ul><ul><li>Learning & sharing </li></ul>@boonych • #leandiary
  4. 4. The point <ul><li>Plan and visualize with _validated_ data </li></ul><ul><li>Improve customer understanding and decision making process </li></ul><ul><li>Improve chances of building what customers really want </li></ul>@boonych • #leandiary
  5. 5. Some assumptions @boonych • #leandiary
  6. 6. <ul><li>“ The goal of a startup is to figure out the right thing to build—the thing customers want and will pay for—as quickly as possible.” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary
  7. 7. <ul><li>“ The goal of a startup is to figure out the right thing to build— the thing customers want and will pay for — as quickly as possible. ” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary Validated customer insight Actionable learning, tightly integrated with tools & metrics
  8. 8. <ul><li>“… customer archetype is a hypothesis, not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary
  9. 9. <ul><li>“… customer archetype is a hypothesis , not a fact. The customer profile should be considered provisional until the strategy has shown via validated learning that we can serve this type of customer in a sustainable way.” </li></ul><ul><li>Eric Ries, The Lean Startup </li></ul>@boonych • #leandiary Continuous research Improve research methods iteratively Evolve the data & learning
  10. 10. Customer Validation @boonych • #leandiary Diary Studies help here
  11. 11. Caveats <ul><li>Only the basics </li></ul><ul><li>Not a silver bullet </li></ul><ul><li>There is help around </li></ul><ul><li>Learn from each other </li></ul>@boonych • #leandiary
  12. 12. Diary Studies from 30,000 feet <ul><li>What? How? Why? </li></ul><ul><li>Analyzing and gaining insights </li></ul><ul><li>Practical tips </li></ul><ul><li>Ideas on how to apply </li></ul>@boonych • #leandiary
  13. 13. <ul><li>A diary study involves participants reporting their activities over a specific period of time, usually apart from the researcher and in their normal daily lives. </li></ul>@boonych • #leandiary
  14. 14. Benefits <ul><li>Why users behave a certain way </li></ul><ul><li>Right context & environment </li></ul><ul><li>Remote </li></ul><ul><li>Sample over a duration </li></ul><ul><li>Bridge qualitative & quantitative </li></ul><ul><li>Integrate with metrics & tools </li></ul><ul><li>Flexibility </li></ul>@boonych • #leandiary
  15. 15. @boonych • #leandiary Users record thoughts, comments, etc. over time http://www.flickr.com/photos/vanessabertozzi/877910821 http://www.flickr.com/photos/yourdon/3599753183/ http://www.flickr.com/photos/stevendepolo/3020452399/ http://www.flickr.com/photos/jevnin/390234217/ Interview users Gather feedback, data Organise and analyse (affinity maps, analytics)
  16. 16. Participants keep a record of <ul><li>“ When” data </li></ul><ul><li>Date & time </li></ul><ul><li>Duration </li></ul><ul><li>Activity / task </li></ul><ul><li>“ What&quot; data </li></ul><ul><li>Activity / task </li></ul><ul><li>Feelings / mood </li></ul><ul><li>Environment / setting </li></ul>@boonych • #leandiary
  17. 17. No one right way to collect data @boonych • #leandiary Structured Yes/no Select a category Date & time Multiple choice Unstructured Open-ended Opinions / thoughts / feelings Notes / comments http://www.flickr.com/photos/roboppy/9625780/ http://www.flickr.com/photos/vanessabertozzi/877910821 Combine / mix & match
  18. 18. Organize before analyze @boonych • #leandiary <ul><li>Affinity mapping (integrate with “To the whiteboard”* exercises) </li></ul><ul><li>Extract notes from interview data </li></ul><ul><li>Place similar notes together, repeat </li></ul><ul><li>“ tag” clusters according to topic, title, concept, etc. </li></ul><ul><li>Extract learning and insights by illustrating the whole concept </li></ul><ul><li>See “Rich Pictures” from Soft Systems Methodology </li></ul>*See “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
  19. 19. Demo time! <ul><li>How to make sense of your data </li></ul>@boonych • #leandiary
  20. 20. “ Hygiene ” aspects <ul><li>At the beginning </li></ul><ul><li>Introduction / get-to-know-you </li></ul><ul><li>Demographics & psychographics, profiling </li></ul><ul><li>Instructions / Setting expectations </li></ul><ul><li>At the end </li></ul><ul><li>Follow-up </li></ul><ul><li>Thanks / token gift </li></ul><ul><li>Reflection </li></ul>@boonych • #leandiary
  21. 21. Pitfalls <ul><li>Belief bias </li></ul><ul><li>Behavior adjustment </li></ul><ul><li>Ramp-up time </li></ul><ul><li>Failure to recall </li></ul>@boonych • #leandiary
  22. 22. Ideas! @boonych • #leandiary http://www.flickr.com/photos/danieloop/5336396524/
  23. 23. Start small, be nimble <ul><li>Low-tech (email, SMS, twitter, paper/pen, phone interviews) </li></ul><ul><li>Simple, not complex, diary forms </li></ul><ul><li>Let users just ‘dump’ facts, don’t force them to think so much </li></ul><ul><li>Catch up regularly & share often </li></ul><ul><li>Tweak on the fly </li></ul>@boonych • #leandiary
  24. 24. Bring an observer or two <ul><li>Efficiency is shared experience </li></ul><ul><li>Bring one or two key stakeholders along to the interview sessions (e.g. lead dev, mktg, sales, CEO, etc. </li></ul><ul><li>Share and contrast: Don’t be precious about your own viewpoints </li></ul>@boonych • #leandiary http://www.flickr.com/photos/qkgirl/4837119913/
  25. 25. Map diary to session tracking @boonych • #leandiary Validate diary data against your metrics. Customers sometimes behave differently than what they say. Make the data richer.
  26. 26. Integrate with business metrics <ul><li>Use diary studies to test business assumptions </li></ul><ul><li>Test against segments </li></ul><ul><li>Useful for generative or evaluative research </li></ul><ul><li>Scale up or down </li></ul><ul><li>Test with prototypes </li></ul><ul><li>Etc. </li></ul>@boonych • #leandiary Taken from “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
  27. 27. ‘ Hidden’ insights from qualitative data <ul><li>Useful for new ideas </li></ul><ul><li>Generates more questions </li></ul><ul><li>Hidden facts about customers </li></ul><ul><li>Stuff you never knew to look </li></ul><ul><li>Store them for later </li></ul>@boonych • #leandiary
  28. 28. Take-aways <ul><li>Diary studies are flexible, tweak to your requirements </li></ul><ul><li>Use it to address gaps in your research data </li></ul><ul><li>Integrate it with your existing measurement machinery </li></ul><ul><li>Refine and iterate your approach </li></ul>@boonych • #leandiary
  29. 29. Thanks <ul><li>More on diary studies </li></ul><ul><li>http://www.webcredible.co.uk/user-friendly-resources/web-usability/diary-study-guide.shtml </li></ul><ul><li>http://www.system-concepts.com/articles/usability-articles/2011/a-quick-start-guide-to-online-diary-studies.html </li></ul><ul><li>Analyzing using affinity maps </li></ul><ul><li>http://www.usabilitybok.org/methods/affinity-diagram?section=how- to </li></ul><ul><li>http://www.mindtools.com/pages/article/newTMC_86.htm </li></ul><ul><li>Gamestorming book by Dave Gray, Sunni Brown, James Macanufo </li></ul><ul><li>Get in touch: @boonych on Twitter, or gluethink.com </li></ul>@boonych • #leandiary

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