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Conducting
User Research
 for Startups
    Part 1


   @dianeloviglio
   August 2012
Architecture & Anthropology
            Startup Founder
             UX Researcher
             Startup Advisor
Gaining empathy for ...
Agenda



         What is User Research?
         Why do User Research?
         How do I recruit the right people?
What is User Research?



         Understanding past and
         current behaviors in order
         to use them as a proxy for
         future behaviors.
Why do User Research?




                   gain empathy
Ethnography                          Usability

                 their motivations
                    their values
                    their needs
                  their behaviors
What problem is your
  startup solving?
What do you want to know
 about your current or
     potential users?
How do I recruit the right people?




       Write a Screener
       Promote your Screener
Write a Screener

                                                Give a description,
                                                without giving away
                                                too much info.

                                                Include incentive.




                   Start with easy questions.




                   Always add “Other”.
Don’t make any questions required.
Don’t use branching logic.




Ask at least one open-ended
question.




Keep it to 10 questions.
Only collect this info if it’s relevant
Include exact times and locations.
Ask for first name, email and cell as
last questions.
Write a screener
Promote Your Screener
                        Use your current
                        customer list.
Promote Your Screener   Find places where
                        people hang out in
                        real life.
Promote Your Screener   Find places where
                        people hang out
                        online.
Promote Your Screener   Use @ and # to talk
                        to your competitors’
                        customers.
Promote Your Screener   Find conversations
                        people are already
                        having around your
                        topic.
Promote Your Screener
                        Target people and
                        spread it through your
                        personal networks.
Pick 3 places to promote
      your screener
Agenda for next time



      How to understand those people?
       Write an interview script
       Conduct an interview
       Take notes and collect artifacts
Conducting
User Research
 for Startups
    Part 1


   @dianeloviglio
   August 2012

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