SlideShare a Scribd company logo
5	
  steps	
  to	
  learn	
  	
  
what	
  your	
  customers	
  
(really)	
  want	
  


MuckerLab,	
  October	
  1,	
  2012	
  
Tweet	
  it!	
  




     @thinknow	
  
       Lane	
  Halley	
  
       www.lanehalley.com	
  



License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     2	
  
License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     3	
  
Lean	
  Design	
  &	
  
                                             Agile	
  Development	
  	
  
                                             for	
  Web	
  &	
  Mobile	
  


License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
             www.lanehalley.com	
     4	
  
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	
  
You	
  can’t	
  just	
  “hit	
  it	
  with	
  the	
  preZy	
  sVck”	
  




Flickr	
  |	
  Caro'H	
        www.lanehalley.com	
                   6	
   6	
  
Every	
  product	
  has	
  a	
  user	
  experience,	
  
      whether	
  you	
  plan	
  it	
  or	
  not.	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     7	
  
How	
  will	
  you	
  create	
  an	
  intenVonal	
  
      user	
  experience	
  for	
  your	
  product?	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     8	
  
Focus	
  on	
  the	
  problem,	
  not	
  the	
  soluVon	
  




Flickr	
  |	
  woodleywonderworks	
     www.lanehalley.com	
     9	
  
PEOPLE	
  


                                              NEEDS	
  
           Business	
  vision	
  

                                                 USES	
                UI	
  design,	
  
                                                                       wireframes,	
  
                                                                       visual	
  design	
  
                                             FEATURES	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
      www.lanehalley.com	
                            10	
  
Talking	
  to	
  customers	
  	
  
shouldn’t	
  be	
  a	
  special	
  occasion	
  




Flickr	
  |	
  ...love	
  Maegan	
     www.lanehalley.com	
     11	
  
#2	
  New	
  York	
  
Times	
  bestseller	
  




                 www.lanehalley.com	
     12	
  
The	
  Lean	
  Startup	
  cycle	
  




                                                               Lean	
  Startup	
  cycle	
  by	
  Eric	
  Ries	
  |	
  drawn	
  by	
  @thinknow	
  

License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
                                                                            13	
  
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	
  
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	
  
#1	
  Have	
  a	
  plan	
  




Image	
  @thinknow	
  	
  |	
  Atomic	
  Object	
     www.lanehalley.com	
     16	
  
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	
  
Sub-­‐segments	
  
             Share	
  pain	
  
             Use	
  the	
  same	
  jargon	
  
             Congregate	
  in	
  communiVes	
  

             Cooper	
  &	
  Vlaskovits	
  




License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     18	
  
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	
  
#2	
  Pair	
  up	
  




Photo:	
  @thinknow	
  |	
  Atomic	
  Object	
     www.lanehalley.com	
     20	
  
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	
  
#3	
  Create	
  a	
  conversaVon	
  




Photo:	
  @thinknow	
  |	
  LUXr	
     www.lanehalley.com	
     22	
  
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	
  
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	
  
#5	
  Show	
  the	
  demo	
  last	
  




Photo:	
  @thinknow	
  |	
  LUXr	
     www.lanehalley.com	
     25	
  
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	
  
#5	
  Share	
  what	
  you	
  learn	
  




Photo:	
  @thinknow	
  |	
  LUXr	
     www.lanehalley.com	
     27	
  
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	
  
AcVvity:	
  PracVce	
  interview	
  	
  




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




Image	
  @thinknow	
  	
  |	
  LUXr	
     www.lanehalley.com	
     30	
  
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	
  
AcVvity:	
  Make	
  a	
  topic	
  map	
  




  License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     32	
  
Topic	
  Map	
  




Image	
  @thinknow	
  	
  |	
  LUXr	
     www.lanehalley.com	
     33	
  
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	
  
Thank	
  you!	
  




     @thinknow	
  
       Lane	
  Halley	
  
       www.lanehalley.com	
  



License:	
  CC	
  BY-­‐NC-­‐SA	
  	
  	
     www.lanehalley.com	
     35	
  

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Five steps to learn what your customers (really) want

  • 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