SlideShare a Scribd company logo
1 of 23
It’s hard to understand people
Early stage customer development


Johanna Kollmann - @johannakoll
Lean Startup Machine London, 23 June 2012




                                     Photo by NASA JSC Photo: http://www.flickr.com/photos/nasa_jsc_photo/7257865176
UX helps you to get out of the building


                           Photo by Bottleleaf http://www.flickr.com/photos/bottleleaf/2258627441/
(Some) research methods (yeah we have a lot)
               Quantitative          Qualitative



             Surveys              Contextual inquiry
Generative   Interviews           Mental models
                                  Interviews
                                  Diary studies


             Automated card sort Usability testing
             Surveys               Moderated card sort
Evaluative   Automated studies Wizard of Oz
             Analytics
             A/B Testing
             Multi-variant testing


                                          Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer
Before you leave the building
Plan who to talk to where about what and why


                     Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//
What topics shall the interview cover?

                                 Dieting
  Buying food

                                                      Exercise

                Preparing food



   Eating out
                                     Busy lifestyle


                    Struggles
Prompts rather than set questions

 Day-in-a-life (today, yesterday)
 Decide what to eat
 Last time on a diet
 How active (want vs. do)
 Preparing food for oneself
 Preparing food for family/friends
Have a ‘softball question’ ready


 Please tell me a little bit about your
         cooking this week.




                                          Could you tell me about the last
                                            dish you prepared yourself?
Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/
Out in the wild
Ask open questions – don’t lead

                YAY           NAY
                • Who         • Did
                • What        • Have
                • When        • Are
                • Where       • Were
                • Why         • Will
                • How

                                       Were you trying to do A or B?

What were you trying to do?
Some great all-purpose questions

• Has there ever been a time when you had x experience?
• Could you tell me about that?
• What was great about that?
• What was awful about that?
• Why did you do that?
• And then, what happened?
• If you had a magic wand, what would you make the situation be like?




                                                                        By Janice Fraser
Do’s and don’ts


                  Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/
Do
Be the learner, not the expert
Ask naïve questions
Ask for specific stories
Allow people time to think
Listen!
Take notes or record
Take photos or collect artefacts




                                   Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/
Don’t
Be an interrogator
Ask questions that sound like blame, or argumentative
Ask for solutions
Try to solve problems during the interview
Ask what features people want
Ask people to imagine theoretical situations




                                               Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/
Making sense of what you saw and heard
Photos taken at DesignJam London events by Rachel Winch and falkowata
Source: http://www.uie.com/articles/research_to_personas/
Resources
Notes from my Leancamp session on this topic http://johannakoll.posterous.com/ux-research-tips-
for-customer-development-not
Mental Models by Indi Young
Storytelling for User Experience by Whitney Quesenbery & Kevin Brooks
Remote Research by Nate Bolt & Tony Tulathimutte
Undercover User Experience by Cennydd Bowles
Designing for the Digital Age by Kim Goodwin
LUXr resources and materials by Janice Fraser (http://www.slideshare.net/clevergirl/) and Lane Halley
(http://www.slideshare.net/LaneHalley/)
Articles on User Interface Engineering (http://www.uie.com/browse/usability_testing/)

More Related Content

What's hot

Nikole Cipriano Visual resume
Nikole Cipriano Visual resumeNikole Cipriano Visual resume
Nikole Cipriano Visual resumenikoleskye
 
Sector changes and career development in libraries: Every flavour career bean...
Sector changes and career development in libraries: Every flavour career bean...Sector changes and career development in libraries: Every flavour career bean...
Sector changes and career development in libraries: Every flavour career bean...Career Development Group
 
How To Improve Your Blog's Image With Images - From Podcamp Boston 2011
How To Improve Your Blog's Image With Images - From Podcamp Boston 2011How To Improve Your Blog's Image With Images - From Podcamp Boston 2011
How To Improve Your Blog's Image With Images - From Podcamp Boston 2011Tom Catalini
 
The Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing Forward
The Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing ForwardThe Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing Forward
The Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing ForwardMegan Ellinger
 
Fauxtoshop: Spotting fake photos
Fauxtoshop: Spotting fake photosFauxtoshop: Spotting fake photos
Fauxtoshop: Spotting fake photosTheresa Collington
 
The Mini Report Protocol
The Mini Report ProtocolThe Mini Report Protocol
The Mini Report ProtocolJon Corippo
 
How to Really Listen & Ask Powerful Questions - Professional Coaching Dojo
How to Really Listen & Ask Powerful Questions - Professional Coaching DojoHow to Really Listen & Ask Powerful Questions - Professional Coaching Dojo
How to Really Listen & Ask Powerful Questions - Professional Coaching DojoGeorg Fasching
 
If You Hate Assessment You're Doing it Wrong
If You Hate Assessment You're Doing it WrongIf You Hate Assessment You're Doing it Wrong
If You Hate Assessment You're Doing it WrongDean Shareski
 
Kicking impostor syndrome in the head
Kicking impostor syndrome in the headKicking impostor syndrome in the head
Kicking impostor syndrome in the headdreamwidth
 
2010 leadership-ethics-social networking
2010   leadership-ethics-social networking2010   leadership-ethics-social networking
2010 leadership-ethics-social networkingSchoolTechPolicies.com
 
Transmuting Fear - TEDxRheinMain, "Curiosity"
Transmuting Fear - TEDxRheinMain, "Curiosity"Transmuting Fear - TEDxRheinMain, "Curiosity"
Transmuting Fear - TEDxRheinMain, "Curiosity"Denise Jacobs
 
MAN-UP-gender-presentation
MAN-UP-gender-presentationMAN-UP-gender-presentation
MAN-UP-gender-presentationmrzott1287
 
Embodied Critique: Design critique methodology for the whole team and the who...
Embodied Critique: Design critique methodology for the whole team and the who...Embodied Critique: Design critique methodology for the whole team and the who...
Embodied Critique: Design critique methodology for the whole team and the who...Billie Mandel
 
Avoid The Conference Zombie Zone
Avoid The Conference Zombie ZoneAvoid The Conference Zombie Zone
Avoid The Conference Zombie ZoneJeff Hurt
 
Creativity hint #3 perspective
Creativity hint #3 perspectiveCreativity hint #3 perspective
Creativity hint #3 perspectiveAndrew Jeppesen
 
HFES Student Lounge Talk - KLI
HFES Student Lounge Talk - KLIHFES Student Lounge Talk - KLI
HFES Student Lounge Talk - KLIkeylimeinteractive
 
Educational Collisions: How Connected Educators Are Creating Positive Change ...
Educational Collisions: How Connected Educators Are Creating Positive Change ...Educational Collisions: How Connected Educators Are Creating Positive Change ...
Educational Collisions: How Connected Educators Are Creating Positive Change ...Chris Wejr
 
Zombie Information Race
Zombie Information RaceZombie Information Race
Zombie Information RaceNicoleBranch
 

What's hot (20)

Nikole Cipriano Visual resume
Nikole Cipriano Visual resumeNikole Cipriano Visual resume
Nikole Cipriano Visual resume
 
Sector changes and career development in libraries: Every flavour career bean...
Sector changes and career development in libraries: Every flavour career bean...Sector changes and career development in libraries: Every flavour career bean...
Sector changes and career development in libraries: Every flavour career bean...
 
How To Improve Your Blog's Image With Images - From Podcamp Boston 2011
How To Improve Your Blog's Image With Images - From Podcamp Boston 2011How To Improve Your Blog's Image With Images - From Podcamp Boston 2011
How To Improve Your Blog's Image With Images - From Podcamp Boston 2011
 
What are-the-5-ws-
What are-the-5-ws-What are-the-5-ws-
What are-the-5-ws-
 
The Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing Forward
The Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing ForwardThe Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing Forward
The Reluctant Design Strategist: The Story of a UX Team of 1.5 Failing Forward
 
Fauxtoshop: Spotting fake photos
Fauxtoshop: Spotting fake photosFauxtoshop: Spotting fake photos
Fauxtoshop: Spotting fake photos
 
The Mini Report Protocol
The Mini Report ProtocolThe Mini Report Protocol
The Mini Report Protocol
 
How to Really Listen & Ask Powerful Questions - Professional Coaching Dojo
How to Really Listen & Ask Powerful Questions - Professional Coaching DojoHow to Really Listen & Ask Powerful Questions - Professional Coaching Dojo
How to Really Listen & Ask Powerful Questions - Professional Coaching Dojo
 
If You Hate Assessment You're Doing it Wrong
If You Hate Assessment You're Doing it WrongIf You Hate Assessment You're Doing it Wrong
If You Hate Assessment You're Doing it Wrong
 
Check your head
Check your headCheck your head
Check your head
 
Kicking impostor syndrome in the head
Kicking impostor syndrome in the headKicking impostor syndrome in the head
Kicking impostor syndrome in the head
 
2010 leadership-ethics-social networking
2010   leadership-ethics-social networking2010   leadership-ethics-social networking
2010 leadership-ethics-social networking
 
Transmuting Fear - TEDxRheinMain, "Curiosity"
Transmuting Fear - TEDxRheinMain, "Curiosity"Transmuting Fear - TEDxRheinMain, "Curiosity"
Transmuting Fear - TEDxRheinMain, "Curiosity"
 
MAN-UP-gender-presentation
MAN-UP-gender-presentationMAN-UP-gender-presentation
MAN-UP-gender-presentation
 
Embodied Critique: Design critique methodology for the whole team and the who...
Embodied Critique: Design critique methodology for the whole team and the who...Embodied Critique: Design critique methodology for the whole team and the who...
Embodied Critique: Design critique methodology for the whole team and the who...
 
Avoid The Conference Zombie Zone
Avoid The Conference Zombie ZoneAvoid The Conference Zombie Zone
Avoid The Conference Zombie Zone
 
Creativity hint #3 perspective
Creativity hint #3 perspectiveCreativity hint #3 perspective
Creativity hint #3 perspective
 
HFES Student Lounge Talk - KLI
HFES Student Lounge Talk - KLIHFES Student Lounge Talk - KLI
HFES Student Lounge Talk - KLI
 
Educational Collisions: How Connected Educators Are Creating Positive Change ...
Educational Collisions: How Connected Educators Are Creating Positive Change ...Educational Collisions: How Connected Educators Are Creating Positive Change ...
Educational Collisions: How Connected Educators Are Creating Positive Change ...
 
Zombie Information Race
Zombie Information RaceZombie Information Race
Zombie Information Race
 

Similar to UX techniques for customer development and making sense of qualitative data

Access services keynote bromberg 2015
Access services keynote bromberg 2015Access services keynote bromberg 2015
Access services keynote bromberg 2015Peter Bromberg
 
Experimentation from the real world
Experimentation from the real worldExperimentation from the real world
Experimentation from the real worldAndrew Rusling
 
Experimentation from the real world; move from outputs to outcomes
Experimentation from the real world; move from outputs to outcomesExperimentation from the real world; move from outputs to outcomes
Experimentation from the real world; move from outputs to outcomesScrum Australia Pty Ltd
 
Research and experience-based tips on how to succeed in an entry-level librar...
Research and experience-based tips on how to succeed in an entry-level librar...Research and experience-based tips on how to succeed in an entry-level librar...
Research and experience-based tips on how to succeed in an entry-level librar...mtdoherty_vcu
 
Strassmann.creativity.in.research
Strassmann.creativity.in.researchStrassmann.creativity.in.research
Strassmann.creativity.in.researchJoanStrassmann
 
Claim Evidence And Reasoning PPT
Claim Evidence And Reasoning PPTClaim Evidence And Reasoning PPT
Claim Evidence And Reasoning PPTDivyashreeR8
 
The Relationship Between Content and Innovation
The Relationship Between Content and InnovationThe Relationship Between Content and Innovation
The Relationship Between Content and InnovationMichael Coghlan
 
Give them homework they will love rsss
Give them homework they will love rsssGive them homework they will love rsss
Give them homework they will love rsssNatasa Bozic Grojic
 
Researching people: using questionnaires and interviews
Researching people: using questionnaires and interviewsResearching people: using questionnaires and interviews
Researching people: using questionnaires and interviewsJenna Condie
 
Infinite Possibilities - STC Summit 2015
Infinite Possibilities - STC Summit 2015Infinite Possibilities - STC Summit 2015
Infinite Possibilities - STC Summit 2015Denise Jacobs
 
GSWC Workshop, Week 2
GSWC Workshop, Week 2GSWC Workshop, Week 2
GSWC Workshop, Week 2kkeintz
 
A Dickens of A Keynote
A Dickens of A KeynoteA Dickens of A Keynote
A Dickens of A KeynoteJames Gray
 
Charles E. Smith edJEWcon Bootcamp
Charles E. Smith edJEWcon BootcampCharles E. Smith edJEWcon Bootcamp
Charles E. Smith edJEWcon Bootcampedjewcon
 
How Not to Kill Thinking (PCTM)
How Not to Kill Thinking (PCTM)How Not to Kill Thinking (PCTM)
How Not to Kill Thinking (PCTM)Gerald Aungst
 
The Missing Link: Librarians and Teaching Identity
The Missing Link: Librarians and Teaching IdentityThe Missing Link: Librarians and Teaching Identity
The Missing Link: Librarians and Teaching IdentitySarah Cohen
 
Steiner Workshop: How to Improve Your Library Instruction
Steiner Workshop: How to Improve Your Library InstructionSteiner Workshop: How to Improve Your Library Instruction
Steiner Workshop: How to Improve Your Library InstructionALATechSource
 
Steiner: How to Improve Your Library Instruction: Assessment in Five Minutes
Steiner: How to Improve Your Library Instruction: Assessment in Five MinutesSteiner: How to Improve Your Library Instruction: Assessment in Five Minutes
Steiner: How to Improve Your Library Instruction: Assessment in Five MinutesALATechSource
 
Innovation startups passion and life ver 3 (final)
Innovation startups passion and life ver 3 (final)Innovation startups passion and life ver 3 (final)
Innovation startups passion and life ver 3 (final)Upstarts.tv
 

Similar to UX techniques for customer development and making sense of qualitative data (20)

Access services keynote bromberg 2015
Access services keynote bromberg 2015Access services keynote bromberg 2015
Access services keynote bromberg 2015
 
Experimentation from the real world
Experimentation from the real worldExperimentation from the real world
Experimentation from the real world
 
Experimentation from the real world; move from outputs to outcomes
Experimentation from the real world; move from outputs to outcomesExperimentation from the real world; move from outputs to outcomes
Experimentation from the real world; move from outputs to outcomes
 
Research and experience-based tips on how to succeed in an entry-level librar...
Research and experience-based tips on how to succeed in an entry-level librar...Research and experience-based tips on how to succeed in an entry-level librar...
Research and experience-based tips on how to succeed in an entry-level librar...
 
Strassmann.creativity.in.research
Strassmann.creativity.in.researchStrassmann.creativity.in.research
Strassmann.creativity.in.research
 
Claim Evidence And Reasoning PPT
Claim Evidence And Reasoning PPTClaim Evidence And Reasoning PPT
Claim Evidence And Reasoning PPT
 
Research paper tips
Research paper tipsResearch paper tips
Research paper tips
 
The Relationship Between Content and Innovation
The Relationship Between Content and InnovationThe Relationship Between Content and Innovation
The Relationship Between Content and Innovation
 
Give them homework they will love rsss
Give them homework they will love rsssGive them homework they will love rsss
Give them homework they will love rsss
 
Researching people: using questionnaires and interviews
Researching people: using questionnaires and interviewsResearching people: using questionnaires and interviews
Researching people: using questionnaires and interviews
 
Infinite Possibilities - STC Summit 2015
Infinite Possibilities - STC Summit 2015Infinite Possibilities - STC Summit 2015
Infinite Possibilities - STC Summit 2015
 
Planetary challenge
Planetary challengePlanetary challenge
Planetary challenge
 
GSWC Workshop, Week 2
GSWC Workshop, Week 2GSWC Workshop, Week 2
GSWC Workshop, Week 2
 
A Dickens of A Keynote
A Dickens of A KeynoteA Dickens of A Keynote
A Dickens of A Keynote
 
Charles E. Smith edJEWcon Bootcamp
Charles E. Smith edJEWcon BootcampCharles E. Smith edJEWcon Bootcamp
Charles E. Smith edJEWcon Bootcamp
 
How Not to Kill Thinking (PCTM)
How Not to Kill Thinking (PCTM)How Not to Kill Thinking (PCTM)
How Not to Kill Thinking (PCTM)
 
The Missing Link: Librarians and Teaching Identity
The Missing Link: Librarians and Teaching IdentityThe Missing Link: Librarians and Teaching Identity
The Missing Link: Librarians and Teaching Identity
 
Steiner Workshop: How to Improve Your Library Instruction
Steiner Workshop: How to Improve Your Library InstructionSteiner Workshop: How to Improve Your Library Instruction
Steiner Workshop: How to Improve Your Library Instruction
 
Steiner: How to Improve Your Library Instruction: Assessment in Five Minutes
Steiner: How to Improve Your Library Instruction: Assessment in Five MinutesSteiner: How to Improve Your Library Instruction: Assessment in Five Minutes
Steiner: How to Improve Your Library Instruction: Assessment in Five Minutes
 
Innovation startups passion and life ver 3 (final)
Innovation startups passion and life ver 3 (final)Innovation startups passion and life ver 3 (final)
Innovation startups passion and life ver 3 (final)
 

More from johanna kollmann

Systems Thinking for Product Managers
Systems Thinking  for Product ManagersSystems Thinking  for Product Managers
Systems Thinking for Product Managersjohanna kollmann
 
Systems Thinking for agile service design
Systems Thinking for agile service designSystems Thinking for agile service design
Systems Thinking for agile service designjohanna kollmann
 
Making sense of messy problems - Systems thinking for interaction designers
Making sense of messy problems - Systems thinking for interaction designersMaking sense of messy problems - Systems thinking for interaction designers
Making sense of messy problems - Systems thinking for interaction designersjohanna kollmann
 
Sense-making for digital products - UX Lausanne
Sense-making for digital products - UX LausanneSense-making for digital products - UX Lausanne
Sense-making for digital products - UX Lausannejohanna kollmann
 
Customer insights for product strategy
 Customer insights for product strategy Customer insights for product strategy
Customer insights for product strategyjohanna kollmann
 
Systems Thinking workshop @ Lean UX NYC 2014
Systems Thinking workshop @ Lean UX NYC 2014Systems Thinking workshop @ Lean UX NYC 2014
Systems Thinking workshop @ Lean UX NYC 2014johanna kollmann
 
Collaboration. Customers. Conflict? Bridging the Gap between Agile and UX
Collaboration. Customers. Conflict?    Bridging the Gap between Agile and UXCollaboration. Customers. Conflict?    Bridging the Gap between Agile and UX
Collaboration. Customers. Conflict? Bridging the Gap between Agile and UXjohanna kollmann
 
Collaboration hacks - let's do great together
Collaboration hacks - let's do great togetherCollaboration hacks - let's do great together
Collaboration hacks - let's do great togetherjohanna kollmann
 
Lean Startup in Design Consulting: presented at Lean UX NYC
Lean Startup in Design Consulting: presented at Lean UX NYCLean Startup in Design Consulting: presented at Lean UX NYC
Lean Startup in Design Consulting: presented at Lean UX NYCjohanna kollmann
 
Systems Thinking workshop, given at Lean UX NYC
Systems Thinking workshop, given at Lean UX NYCSystems Thinking workshop, given at Lean UX NYC
Systems Thinking workshop, given at Lean UX NYCjohanna kollmann
 
Connecting the dots - Frontiers of Interaction 2012
Connecting the dots - Frontiers of Interaction 2012Connecting the dots - Frontiers of Interaction 2012
Connecting the dots - Frontiers of Interaction 2012johanna kollmann
 
It's about people - how Agile and UX can play well together
It's about people - how Agile and UX can play well togetherIt's about people - how Agile and UX can play well together
It's about people - how Agile and UX can play well togetherjohanna kollmann
 
Making sense of messy problems - Systems Thinking for multi-channel UX
Making sense of messy problems - Systems Thinking for multi-channel UXMaking sense of messy problems - Systems Thinking for multi-channel UX
Making sense of messy problems - Systems Thinking for multi-channel UXjohanna kollmann
 
The client & us!? Applying a balanced team mindset in agencies
The client & us!? Applying a balanced team mindset in agenciesThe client & us!? Applying a balanced team mindset in agencies
The client & us!? Applying a balanced team mindset in agenciesjohanna kollmann
 
Our hearts beat for people: UX research in agile contexts.
Our hearts beat for people: UX research in agile contexts. Our hearts beat for people: UX research in agile contexts.
Our hearts beat for people: UX research in agile contexts. johanna kollmann
 
We Love Change? Change is Scary!
We Love Change? Change is Scary!We Love Change? Change is Scary!
We Love Change? Change is Scary!johanna kollmann
 
Beyond Co-design. How open collaboration formats can enhance your design proc...
Beyond Co-design. How open collaboration formats can enhance your design proc...Beyond Co-design. How open collaboration formats can enhance your design proc...
Beyond Co-design. How open collaboration formats can enhance your design proc...johanna kollmann
 
Crowdsourcing innovation, version 2
Crowdsourcing innovation, version 2Crowdsourcing innovation, version 2
Crowdsourcing innovation, version 2johanna kollmann
 

More from johanna kollmann (20)

Systems Thinking for Product Managers
Systems Thinking  for Product ManagersSystems Thinking  for Product Managers
Systems Thinking for Product Managers
 
Systems Thinking for agile service design
Systems Thinking for agile service designSystems Thinking for agile service design
Systems Thinking for agile service design
 
Understanding systems
Understanding systemsUnderstanding systems
Understanding systems
 
Making sense of messy problems - Systems thinking for interaction designers
Making sense of messy problems - Systems thinking for interaction designersMaking sense of messy problems - Systems thinking for interaction designers
Making sense of messy problems - Systems thinking for interaction designers
 
Sense-making for digital products - UX Lausanne
Sense-making for digital products - UX LausanneSense-making for digital products - UX Lausanne
Sense-making for digital products - UX Lausanne
 
Customer insights for product strategy
 Customer insights for product strategy Customer insights for product strategy
Customer insights for product strategy
 
Systems Thinking workshop @ Lean UX NYC 2014
Systems Thinking workshop @ Lean UX NYC 2014Systems Thinking workshop @ Lean UX NYC 2014
Systems Thinking workshop @ Lean UX NYC 2014
 
Collaboration. Customers. Conflict? Bridging the Gap between Agile and UX
Collaboration. Customers. Conflict?    Bridging the Gap between Agile and UXCollaboration. Customers. Conflict?    Bridging the Gap between Agile and UX
Collaboration. Customers. Conflict? Bridging the Gap between Agile and UX
 
Collaboration hacks - let's do great together
Collaboration hacks - let's do great togetherCollaboration hacks - let's do great together
Collaboration hacks - let's do great together
 
Lean Startup in Design Consulting: presented at Lean UX NYC
Lean Startup in Design Consulting: presented at Lean UX NYCLean Startup in Design Consulting: presented at Lean UX NYC
Lean Startup in Design Consulting: presented at Lean UX NYC
 
Systems Thinking workshop, given at Lean UX NYC
Systems Thinking workshop, given at Lean UX NYCSystems Thinking workshop, given at Lean UX NYC
Systems Thinking workshop, given at Lean UX NYC
 
Connecting the dots - Frontiers of Interaction 2012
Connecting the dots - Frontiers of Interaction 2012Connecting the dots - Frontiers of Interaction 2012
Connecting the dots - Frontiers of Interaction 2012
 
It's about people - how Agile and UX can play well together
It's about people - how Agile and UX can play well togetherIt's about people - how Agile and UX can play well together
It's about people - how Agile and UX can play well together
 
Making sense of messy problems - Systems Thinking for multi-channel UX
Making sense of messy problems - Systems Thinking for multi-channel UXMaking sense of messy problems - Systems Thinking for multi-channel UX
Making sense of messy problems - Systems Thinking for multi-channel UX
 
The client & us!? Applying a balanced team mindset in agencies
The client & us!? Applying a balanced team mindset in agenciesThe client & us!? Applying a balanced team mindset in agencies
The client & us!? Applying a balanced team mindset in agencies
 
Our hearts beat for people: UX research in agile contexts.
Our hearts beat for people: UX research in agile contexts. Our hearts beat for people: UX research in agile contexts.
Our hearts beat for people: UX research in agile contexts.
 
We Love Change? Change is Scary!
We Love Change? Change is Scary!We Love Change? Change is Scary!
We Love Change? Change is Scary!
 
Beyond Co-design. How open collaboration formats can enhance your design proc...
Beyond Co-design. How open collaboration formats can enhance your design proc...Beyond Co-design. How open collaboration formats can enhance your design proc...
Beyond Co-design. How open collaboration formats can enhance your design proc...
 
Crowdsourcing innovation, version 2
Crowdsourcing innovation, version 2Crowdsourcing innovation, version 2
Crowdsourcing innovation, version 2
 
Agile UX Retreat
Agile UX RetreatAgile UX Retreat
Agile UX Retreat
 

Recently uploaded

Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone KomSalesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone KomCzechDreamin
 
How we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfHow we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfSrushith Repakula
 
The Metaverse: Are We There Yet?
The  Metaverse:    Are   We  There  Yet?The  Metaverse:    Are   We  There  Yet?
The Metaverse: Are We There Yet?Mark Billinghurst
 
1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPT
1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPT1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPT
1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPTiSEO AI
 
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfFIDO Alliance
 
Easier, Faster, and More Powerful – Notes Document Properties Reimagined
Easier, Faster, and More Powerful – Notes Document Properties ReimaginedEasier, Faster, and More Powerful – Notes Document Properties Reimagined
Easier, Faster, and More Powerful – Notes Document Properties Reimaginedpanagenda
 
What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024Stephanie Beckett
 
TopCryptoSupers 12thReport OrionX May2024
TopCryptoSupers 12thReport OrionX May2024TopCryptoSupers 12thReport OrionX May2024
TopCryptoSupers 12thReport OrionX May2024Stephen Perrenod
 
Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Patrick Viafore
 
Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024Enterprise Knowledge
 
Google I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGoogle I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGDSC PJATK
 
Microsoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireMicrosoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireExakis Nelite
 
AI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří KarpíšekAI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří KarpíšekCzechDreamin
 
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfSimplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfFIDO Alliance
 
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...CzechDreamin
 
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...FIDO Alliance
 
Breaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdfBreaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdfUK Journal
 
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdfHow Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdfFIDO Alliance
 
AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101vincent683379
 
Unpacking Value Delivery - Agile Oxford Meetup - May 2024.pptx
Unpacking Value Delivery - Agile Oxford Meetup - May 2024.pptxUnpacking Value Delivery - Agile Oxford Meetup - May 2024.pptx
Unpacking Value Delivery - Agile Oxford Meetup - May 2024.pptxDavid Michel
 

Recently uploaded (20)

Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone KomSalesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
Salesforce Adoption – Metrics, Methods, and Motivation, Antone Kom
 
How we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfHow we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdf
 
The Metaverse: Are We There Yet?
The  Metaverse:    Are   We  There  Yet?The  Metaverse:    Are   We  There  Yet?
The Metaverse: Are We There Yet?
 
1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPT
1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPT1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPT
1111 ChatGPT Prompts PDF Free Download - Prompts for ChatGPT
 
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
 
Easier, Faster, and More Powerful – Notes Document Properties Reimagined
Easier, Faster, and More Powerful – Notes Document Properties ReimaginedEasier, Faster, and More Powerful – Notes Document Properties Reimagined
Easier, Faster, and More Powerful – Notes Document Properties Reimagined
 
What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024
 
TopCryptoSupers 12thReport OrionX May2024
TopCryptoSupers 12thReport OrionX May2024TopCryptoSupers 12thReport OrionX May2024
TopCryptoSupers 12thReport OrionX May2024
 
Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024Extensible Python: Robustness through Addition - PyCon 2024
Extensible Python: Robustness through Addition - PyCon 2024
 
Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024Enterprise Knowledge Graphs - Data Summit 2024
Enterprise Knowledge Graphs - Data Summit 2024
 
Google I/O Extended 2024 Warsaw
Google I/O Extended 2024 WarsawGoogle I/O Extended 2024 Warsaw
Google I/O Extended 2024 Warsaw
 
Microsoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - QuestionnaireMicrosoft CSP Briefing Pre-Engagement - Questionnaire
Microsoft CSP Briefing Pre-Engagement - Questionnaire
 
AI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří KarpíšekAI revolution and Salesforce, Jiří Karpíšek
AI revolution and Salesforce, Jiří Karpíšek
 
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfSimplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
 
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
 
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
 
Breaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdfBreaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdf
 
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdfHow Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
 
AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101AI presentation and introduction - Retrieval Augmented Generation RAG 101
AI presentation and introduction - Retrieval Augmented Generation RAG 101
 
Unpacking Value Delivery - Agile Oxford Meetup - May 2024.pptx
Unpacking Value Delivery - Agile Oxford Meetup - May 2024.pptxUnpacking Value Delivery - Agile Oxford Meetup - May 2024.pptx
Unpacking Value Delivery - Agile Oxford Meetup - May 2024.pptx
 

UX techniques for customer development and making sense of qualitative data

  • 1. It’s hard to understand people Early stage customer development Johanna Kollmann - @johannakoll Lean Startup Machine London, 23 June 2012 Photo by NASA JSC Photo: http://www.flickr.com/photos/nasa_jsc_photo/7257865176
  • 2. UX helps you to get out of the building Photo by Bottleleaf http://www.flickr.com/photos/bottleleaf/2258627441/
  • 3. (Some) research methods (yeah we have a lot) Quantitative Qualitative Surveys Contextual inquiry Generative Interviews Mental models Interviews Diary studies Automated card sort Usability testing Surveys Moderated card sort Evaluative Automated studies Wizard of Oz Analytics A/B Testing Multi-variant testing Adapted from figures by Janice Fraser, Nate Bolt, Christian Rohrer
  • 4. Before you leave the building
  • 5. Plan who to talk to where about what and why Photo by angelamaphone http://www.flickr.com/photos/angelamaphone/2663422833//
  • 6.
  • 7.
  • 8. What topics shall the interview cover? Dieting Buying food Exercise Preparing food Eating out Busy lifestyle Struggles
  • 9. Prompts rather than set questions Day-in-a-life (today, yesterday) Decide what to eat Last time on a diet How active (want vs. do) Preparing food for oneself Preparing food for family/friends
  • 10. Have a ‘softball question’ ready Please tell me a little bit about your cooking this week. Could you tell me about the last dish you prepared yourself?
  • 11. Photo by TheeErin: http://www.flickr.com/photos/theeerin/4729019845/
  • 12. Out in the wild
  • 13. Ask open questions – don’t lead YAY NAY • Who • Did • What • Have • When • Are • Where • Were • Why • Will • How Were you trying to do A or B? What were you trying to do?
  • 14. Some great all-purpose questions • Has there ever been a time when you had x experience? • Could you tell me about that? • What was great about that? • What was awful about that? • Why did you do that? • And then, what happened? • If you had a magic wand, what would you make the situation be like? By Janice Fraser
  • 15. Do’s and don’ts Photo by Hilde Skjølberg http://www.flickr.com/photos/hebe/3004800079/
  • 16. Do Be the learner, not the expert Ask naïve questions Ask for specific stories Allow people time to think Listen! Take notes or record Take photos or collect artefacts Photo by Tomas Hellberg http://www.flickr.com/photos/tomhe/35312882/
  • 17. Don’t Be an interrogator Ask questions that sound like blame, or argumentative Ask for solutions Try to solve problems during the interview Ask what features people want Ask people to imagine theoretical situations Photo by G Meyer http://www.flickr.com/photos/kainet/144703613/
  • 18. Making sense of what you saw and heard
  • 19.
  • 20. Photos taken at DesignJam London events by Rachel Winch and falkowata
  • 22.
  • 23. Resources Notes from my Leancamp session on this topic http://johannakoll.posterous.com/ux-research-tips- for-customer-development-not Mental Models by Indi Young Storytelling for User Experience by Whitney Quesenbery & Kevin Brooks Remote Research by Nate Bolt & Tony Tulathimutte Undercover User Experience by Cennydd Bowles Designing for the Digital Age by Kim Goodwin LUXr resources and materials by Janice Fraser (http://www.slideshare.net/clevergirl/) and Lane Halley (http://www.slideshare.net/LaneHalley/) Articles on User Interface Engineering (http://www.uie.com/browse/usability_testing/)

Editor's Notes

  1. Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
  2. Non-leading interviews allow you to capture what a person is thinking in their terms, with their structure and vocabulary intact. Indi deliberately writes prompts rather than interview questions. Also easier to parse quickly. if you go for a non-directed interview using prompts, make sure everybody in your team has a shared understanding of the intent behind each topic. Janice calls this topic map.
  3. begin interviews with a 'softball' question - a question that is simple to answer and puts the participant at ease. 
  4. Be careful with WHY. ‘How did you know that X?’ ‘What were you thinking at the moment when X?’ This does not interrupt the recounting process. So ‘tell me how it was that you came to be looking for this site that day’ does the work of ‘why were you looking... ?If you’ve made people comfortable, Why should be ok.
  5. Manage expectations
  6. Map out connections – Rich Picture