Guidance for the small business owners & entrepreneurs on how to create a great customer experience by listening to your customer. User Research & Design methods, affordable online tools, and tips and tricks are shared in this presentation.

1. Build Happy Customers

2. Build Happy Customers
Through research, design, and insights.

3. Who We Are
Yakaira Nunez
Senior User Research, Salesforce.com
Carl Nelson
Senior Designer, Salesforce.com
@carlnelson

4. Do you know if your
customer is happy?

5. Do you know if your
customer is happy?
How do you know?

6. Do you have a website?

7. Do you have a website?
Looked at it on a phone?

8. Do you have a website?
Looked at it on a phone?
Do you have a mobile app?

9. What is your customer
experience strategy?

10. What is not going to
happen today

11. Boil the ocean.
What is not going to
happen today

12. Boil the ocean.
Not selling anything.
What is not going to
happen today

13. Boil the ocean.
Not selling anything.
Not here to be consultants.
What is not going to
happen today

14. Why are we here?

15. Find your customer.
Why are we here?

16. Find your customer.
Find out if your customer is happy.
Why are we here?

17. Find your customer.
Find out if your customer is happy.
Make your customers happier - all the time.
Why are we here?

18. Find your customer.
Find out if your customer is happy.
Make your customers happier - all the time.
Make your company a customer company.
Why are we here?

19. What’s in it for me?

20. Happy customers come back.
What’s in it for me?

21. Happy customers come back.
Sell your brand.
What’s in it for me?

22. Happy customers come back.
Sell your brand.
Tell you when things go wrong (and right).
What’s in it for me?

23. Happy customers come back.
Sell your brand.
Tell you when things go wrong (and right).
They do lots of things for free.
What’s in it for me?

24. Happy customers come back.
Sell your brand.
Tell you when things go wrong (and right).
They do lots of things for free.
Identify new customers.
What’s in it for me?

25. Find your customer

26. Your customers are people not $$$.
Find your customer

27. Your customers are people not $$$.
Listen across all channels.
Find your customer

28. Your customers are people not $$$.
Listen across all channels.
Recruiting, segmenting and identifying
customers.
Find your customer

29. Find out if your customers
are happy

30. Methods

31. What’s worked for us

32. Implement an ask, listen & respond method
What’s worked for us

33. Implement an ask, listen & respond method
Identify & understand problems first
What’s worked for us

34. Implement an ask, listen & respond method
Identify & understand problems first
Observe the 80/20 rule
What’s worked for us

35. Why:
• Understand who is using your product
• Understand why they use your product
• Understand what they like and dislike
Survey

36. What:
• Survey Monkey
• Wufoo
• Google Forms
Survey

37. When:
• Set a regular cadence
• After you’ve released a new product
Survey

38. Who:
• Marketing
• UX Research
Survey

39. Where:
• Access to surveys on all channels
Survey

40. How:
• What questions need to be asked?
• Analyze and turn data into information
• Socialize the information
Survey

41. Why:
• Understand who is using your product
• Face to rally around for feature usage
Segmentation

42. What:
• Personas (profiles of your users)
Segmentation

43. When:
• As soon as you can
• Update them continuously
Segmentation

44. Who:
• Anyone involved in building product
• Researcher
• Designer
• Product Management
Segmentation

45. Where:
• Over the phone
• In person
• Where your product is used
Segmentation

46. How:
• Customer Interviews
• Surveys
• Day in the life
• Journals
Segmentation

47. Why:
• Get feedback fast
• Able to directly observe
• Low tech
• Low overhead
Guerilla (donut method)

48. What:
• An unorthodox method
Guerilla (donut method)

49. When:
• Works well for early stage ideas
Guerilla (donut method)

50. Who:
• Anyone
• Make it a team event
Guerilla (donut method)

51. Where:
• Where your customers are
• Conferences
• Coffee shops
• Bars
Guerilla (donut method)

52. How:
• Have a rough prototype
• Or a simple survey
• Have a sign that says “free donuts”
• Exchange donut for quick feedback
Guerilla (donut method)

53. Why:
• To find all the little breaking points
Usability Test

54. What:
• Works for complex tasks
• Unmoderated touchpoints
Usability Test

55. When:
• Before you actually build it
• Before things are set in stone
• As soon as you can
Usability Test

56. Who:
• Usability analysts
• Researchers
• Designers
Usability Test

57. Where:
• In-house
• GoTo Meeting
• Usability testing websites
• 3rd party testing
Usability Test

58. How:
• Have a prototype
• Moderated by a researcher
• Listen and record
• Debrief
Usability Test

59. Why:
• Quantitative Data
• Measure what is actually happening
• Observe aggregate patterns
• Split or multivariate testing
Analytics

60. What:
• Track where users go
• Discover what they do
• Find where they stop
• Know where they are coming from
• Compare designs, copy or features
Analytics

61. When:
• Build it in early
• Releasing a new feature
• Exploring options
Analytics

62. Who:
• Researchers
• Product Intelligence
• Marketing
• Data analysts
Analytics

63. Where:
• In your product
• On your website
• With your media channels
Analytics

64. How:
• ClickWeb
• Crazy Egg
• Click Density
• Google Analytics
Analytics

65. Don’t.
Focus Groups

66. Do your research

67. Do your research
Then design your solution

68. Rinse & Repeat

69. Build your capacity

70. Build your capacity
Hire a consultant

71. Build your capacity
Hire a consultant
Build an internal team

72. Make your company
a customer company

73. Firehose

74. How do I start?
Firehose

75. How do I start?
• Talk to one of your customers
Firehose

76. How do I start?
• Talk to one of your customers
• Your MVPs (Most Vocal People)
Firehose

77. How do I start?
• Talk to one of your customers
• Your MVPs (Most Vocal People)
• Pick 3 Methods
Firehose

78. How do I start?
• Talk to one of your customers
• Your MVPs (Most Vocal People)
• Pick 3 Methods
• Consult with a UX Person
Firehose

79. How do I start?
• Talk to one of your customers
• Your MVPs (Most Vocal People)
• Pick 3 Methods
• Consult with a UX Person
• Office Hours
Firehose

80. Thanks!
Yakaira Nunez
Senior User Research, Salesforce.com
Carl Nelson
Senior Designer, Salesforce.com
@carlnelson