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Customer validation with Diary Studies

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Boon Yew Chew
Boon Yew Chew

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

DesignTechnologyBusiness
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Customer Validation using Diary Studies ,[object Object],[object Object],@boonych • #leandiary
About me ,[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary uxcamplondon.org
Why this talk ,[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
The point ,[object Object],[object Object],[object Object],@boonych • #leandiary
Some assumptions @boonych • #leandiary
[object Object],[object Object],@boonych • #leandiary
[object Object],[object Object],@boonych • #leandiary Validated customer insight Actionable learning, tightly integrated with tools & metrics
[object Object],[object Object],@boonych • #leandiary
[object Object],[object Object],@boonych • #leandiary Continuous research Improve research methods iteratively Evolve the data & learning
Customer Validation @boonych • #leandiary Diary Studies help here
Caveats ,[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
Diary Studies from 30,000 feet ,[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
[object Object],@boonych • #leandiary
Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
@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)
Participants keep a record of ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
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
Organize before analyze @boonych • #leandiary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*See “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
Demo time! ,[object Object],@boonych • #leandiary
“ Hygiene ” aspects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
Pitfalls ,[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
Ideas! @boonych • #leandiary http://www.flickr.com/photos/danieloop/5336396524/
Start small, be nimble ,[object Object],[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
Bring an observer or two ,[object Object],[object Object],[object Object],@boonych • #leandiary http://www.flickr.com/photos/qkgirl/4837119913/
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.
Integrate with business metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary Taken from “Enterprise guide to customer development” by Brant Cooper & Patrick Vlaskovits
‘ Hidden’ insights from qualitative data ,[object Object],[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
Take-aways ,[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary
Thanks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],@boonych • #leandiary

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Customer validation with Diary Studies

  • 1.
  • 2.
  • 3.
  • 4.
  • 5. Some assumptions @boonych • #leandiary
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. Customer Validation @boonych • #leandiary Diary Studies help here
  • 11.
  • 12.
  • 13.
  • 14.
  • 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.
  • 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.
  • 19.
  • 20.
  • 21.
  • 22. Ideas! @boonych • #leandiary http://www.flickr.com/photos/danieloop/5336396524/
  • 23.
  • 24.
  • 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.
  • 27.
  • 28.
  • 29.

Editor's Notes

  1. Rapid prototyping Kitchen startup Uxcamplondon.org Follow @boonych #leandiary
  2. Definition of lean startup
  3. Validate means finding out what customers _really_ want, not what we think they want or what they say they want Quickly means validated, actionable, testable, repeatable
  4. Another assumption: research should also be validated. Not ‘fake’ customers, but real ones.
  5. Note: give an example here
  6. FIX THE PHOTO
  7. Weird things may come out of this. May only make sense in the future. Don’t just dismiss data. Keep them, it may be useful later.
  8. Iterate also on your research method