Presentation at MuckerLab, Santa Monica CA October 1, 2012 http://www.muckerlab.com/

1. 5
steps
to
learn
what
your
customers
(really)
want
MuckerLab,
October
1,
2012

2. Tweet
it!
@thinknow
Lane
Halley
www.lanehalley.com
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
2

3. License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
3

4. Lean
Design
&
Agile
Development
for
Web
&
Mobile
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
4

5. Why
make
products
people
want?
New
plaUorms
and
frameworks
New
device
ecosystem
New
distribuVon
methods
Low
switching
cost
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
5

6. You
can’t
just
“hit
it
with
the
preZy
sVck”
Flickr
|
Caro'H
www.lanehalley.com
6
6

7. Every
product
has
a
user
experience,
whether
you
plan
it
or
not.
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
7

8. How
will
you
create
an
intenVonal
user
experience
for
your
product?
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
8

9. Focus
on
the
problem,
not
the
soluVon
Flickr
|
woodleywonderworks
www.lanehalley.com
9

10. PEOPLE
NEEDS
Business
vision
USES
UI
design,
wireframes,
visual
design
FEATURES
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
10

11. Talking
to
customers
shouldn’t
be
a
special
occasion
Flickr
|
...love
Maegan
www.lanehalley.com
11

12. #2
New
York
Times
bestseller
www.lanehalley.com
12

13. The
Lean
Startup
cycle
Lean
Startup
cycle
by
Eric
Ries
|
drawn
by
@thinknow
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
13

14. The
Lean
Startup
(UX)
cycle
Personas,
needs
and
uses
Customer
Prototypes
&
ConversaVons
Experiments
QualitaVve
evaluaVon
Lean
Startup
cycle
by
Eric
Ries
|
drawn
by
@thinknow
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
14

15. Five
(easy)
steps
1. Have
a
plan
2. Pair
up
3. Create
a
conversaVon
4. Show
the
demo
last
5. Share
what
you
learn
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
15

16. #1
Have
a
plan
Image
@thinknow
|
Atomic
Object
www.lanehalley.com
16

17. Before
you
GOOB*
Who
do
you
want
to
talk
to?
Where
do
you
find
these
people?
*
Get
out
of
the
Building
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
17

18. Sub-­‐segments
Share
pain
Use
the
same
jargon
Congregate
in
communiVes
Cooper
&
Vlaskovits
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
18

19. How
do
you
find
(the
right)
people?
Social
media
(Facebook,
TwiZer)
Special
interest
groups
(Meetups)
Friends
and
Family
Coffee
shops,
malls….wherever
they
are
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
19

20. #2
Pair
up
Photo:
@thinknow
|
Atomic
Object
www.lanehalley.com
20

21. Two
heads
are
beZer
than
one
Two
roles
Guide
the
conversaVon
Take
notes,
ensure
completeness
Remember
to
take
turns!
Makes
it
easier
to
Focus
on
conversaVon
Agree
what
you
heard/saw
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
21

22. #3
Create
a
conversaVon
Photo:
@thinknow
|
LUXr
www.lanehalley.com
22

23. Typical
flow
Warm-­‐up
quesVons
to
set
context
 “Tell
me
a
liZle
about
yourself…”
Talk
about
real
events,
avoid
conjecture
 “Tell
me
about
a
recent
Vme
when
you…”
Express
appreciaVon
“ Thanks
for
your
Vme!”
Ask
for
referrals
and
permission
to
follow
up
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
23

24. Listen
for
needs
and
goals
“If
you
had
that
feature,
what
would
that
allow
you
to
do?”
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
24

25. #5
Show
the
demo
last
Photo:
@thinknow
|
LUXr
www.lanehalley.com
25

26. Avoid
leading
quesVons
Leading:
“How
would
you
use
our
product?”
BeZer:
“ Tell
me
a
story
about
the
last
Vme
you
…”
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
26

27. #5
Share
what
you
learn
Photo:
@thinknow
|
LUXr
www.lanehalley.com
27

28. Tips
for
sharing
Notes
on
cards
or
sVckies
Photos
Put
it
on
the
wall
Small
conversaVons,
frequently
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
28

29. AcVvity:
PracVce
interview
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
29

30. PracVce
Interview
Image
@thinknow
|
LUXr
www.lanehalley.com
30

31. PracVce
interview
Find
someone
you
don’t
know
well.
Choose
who
will
be
the
first
“architect/interviewer.”
The
other
person
is
the
“customer/
interviewee.”
Architect:
Conduct
a
5-­‐minute
interview
to
learn
the
qualiVes
that
would
make
this
customer
LOVE
the
house
you
will
design.
• Create
a
conversaVon
•
Open
and
closed-­‐ended
quesVons
•
Paraphrasing
•
Body
language
and
encouragers
Switch
auer
5
minutes
so
each
person
gets
a
turn
as
architect
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
31

32. AcVvity:
Make
a
topic
map
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
32

33. Topic
Map
Image
@thinknow
|
LUXr
www.lanehalley.com
33

34. Make
a
topic
map
Work
in
your
startup
teams
5
min
Individual
acVvity
(silent):
Write
sVckies
that
answer
the
quesVon
“what
do
I
wish
I
knew
about
my
customer/user?”
5
min
Group
acVvity:
Taking
turns,
read
your
sVckies
to
each
other
and
put
them
on
a
table
or
poster.
5
min
Group
acVvity:
organize
the
sVckies,
give
each
group
a
short
1-­‐3
word
name.
5
min
Individual
acVvity:
Copy
the
group
names
to
a
topic
map
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
34

35. Thank
you!
@thinknow
Lane
Halley
www.lanehalley.com
License:
CC
BY-­‐NC-­‐SA
www.lanehalley.com
35