Uploaded byLane Goldstone
Five steps to learn what your customers (really) want
The document outlines 5 steps to learn what customers really want: 1) Have a plan to identify the types of customers to talk to and where to find them. 2) Pair up with someone to conduct customer interviews. 3) Create a conversational flow for the interviews. 4) Show any demos or prototypes last to avoid leading questions. 5) Share the key learnings from the interviews with the team in small, frequent discussions. Conducting regular customer interviews and learning sessions helps product teams build solutions that meet customer needs.
More Related Content
Similar to Five steps to learn what your customers (really) want
Five steps to learn what your customers (really) want
- 1. 5 Steps to learn what your customers (really) want Text
- 2. License: CC BY-‐NC-‐SA www.lanehalley.com Tweet it! Lane Halley www.lanehalley.com @thinknow 2
- 3. License: CC BY-‐NC-‐SA www.lanehalley.com 3 A bit about me...
- 4. License: CC BY-‐NC-‐SA www.lanehalley.com Why make products people want? New plaJorms and frameworks New device ecosystem New distribuMon methods Low switching cost 4
- 5. License: CC BY-‐NC-‐SA You can’t just “hit it with the pre5y s7ck” 5www.lanehalley.com 6Photo: flickr/Caro'H
- 6. License: CC BY-‐NC-‐SA www.lanehalley.com Every product has a user experience, whether you plan it or not. 6
- 7. License: CC BY-‐NC-‐SA www.lanehalley.com How will you create an inten7onal user experience for your product? 7
- 8. License: CC BY-‐NC-‐SA Focus on the problem, not the soluMon www.lanehalley.com 8Photo: flickr/woodleywonderworks
- 9. License: CC BY-‐NC-‐SA www.lanehalley.com PEOPLE USES FEATURES Business vision NEEDS 9 UI design, wireframes, visual design
- 10. License: CC BY-‐NC-‐SA Talking to customers shouldn’t be a special occasion 10www.lanehalley.comPhoto: flickr/...love Maegan
- 11. License: CC BY-‐NC-‐SA www.lanehalley.com #2 New York Times bestseller 11
- 12. License: CC BY-‐NC-‐SA www.lanehalley.com The Lean Startup cycle 12 Lean Startup cycle credit: Eric Ries
- 13. License: CC BY-‐NC-‐SA www.lanehalley.com The Lean Startup (UX) cycle Prototypes & Experiments QualitaMve evaluaMon Customer ConversaMons 13 Lean Startup cycle credit: Eric Ries Personas, needs and uses
- 14. License: CC BY-‐NC-‐SA www.lanehalley.com Five (easy) steps 1. Have a plan 2. Pair up 3. Create a conversa6on 4. Show the demo last 5. Share what you learn 14
- 15. License: CC BY-‐NC-‐SA #1 Have a plan www.lanehalley.com 15Photo: @thinknow | Atomic Object
- 16. License: CC BY-‐NC-‐SA www.lanehalley.com Before you GOOB* Who do you want to talk to? Where do you find these people? * Get out of the Building 16
- 17. License: CC BY-‐NC-‐SA www.lanehalley.com Sub-‐segments Share pain Use the same jargon Congregate in communiMes Cooper & Vlaskovits 17
- 18. License: CC BY-‐NC-‐SA www.lanehalley.com How do you find (the right) people? Social media (Facebook, Twimer) Special interest groups (Meetups) Friends and Family Coffee shops, malls….wherever they are 18
- 19. License: CC BY-‐NC-‐SA #2 Pair up Photo: @thinknow | Atomic Object www.lanehalley.com 19
- 20. License: CC BY-‐NC-‐SA www.lanehalley.com Two heads are bemer than one Two roles Guide the conversaMon Take notes, ensure completeness Remember to take turns! Makes it easier to Focus on conversaMon Agree what you heard/saw 20
- 21. License: CC BY-‐NC-‐SA #3 Create a conversaMon Photo: @thinknow | LUXr www.lanehalley.com 21
- 22. License: CC BY-‐NC-‐SA www.lanehalley.com Typical flow Warm-‐up ques6ons to set context “Tell me a limle about yourself…” Talk about real events, avoid conjecture “Tell me about a recent Mme when you…” Express apprecia6on “Thanks for your 6me!” Ask for referrals and permission to follow up 22
- 23. License: CC BY-‐NC-‐SA www.lanehalley.com Listen for needs and goals “If you had that feature, what would that allow you to do?” 23
- 24. License: CC BY-‐NC-‐SA #4 Show the demo last Photo: @thinknow | LUXr www.lanehalley.com 24
- 25. License: CC BY-‐NC-‐SA www.lanehalley.com Avoid leading quesMons Leading: “How would you use our product?” BeSer: “Tell me a story about the last 6me you …” 25
- 26. License: CC BY-‐NC-‐SA #5 Share what you learn 26Photo: @thinknow | LUXr www.lanehalley.com
- 27. License: CC BY-‐NC-‐SA www.lanehalley.com Tips for sharing Notes on cards or s6ckies Photos Put it on the wall Small conversa6ons, frequently 27
- 28. Photo: @thinknow @thinknow | www.luxr.co 28 AcMvity: PracMce interview
- 29. License: CC BY-‐NC-‐SA PracMce Interview 29www.lanehalley.comPhoto: @thinknow | LUXr
- 30. License: CC BY-‐NC-‐SA www.lanehalley.com PracMce 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 quali7es that would make this customer LOVE the house you will design. • Create a conversa7on • Open and closed-‐ended ques7ons • Paraphrasing • Body language and encouragers Switch aZer 5 minutes so each person gets a turn as architect 30
- 31. Photo: @thinknow @thinknow | www.luxr.co 31 AcMvity: Make a topic map
- 32. License: CC BY-‐NC-‐SA Topic Map 32www.lanehalley.com
- 33. License: CC BY-‐NC-‐SA www.lanehalley.com Make a topic map (team acMvity) 5 min Individual ac7vity (silent): Write s7ckies that answer the ques7on “what do I wish I knew about my customer/user?” 5 min Group ac7vity: Taking turns, read your s7ckies to each other and put them on a table or poster. 5 min Group ac7vity: organize the s7ckies, give each group a short 1-‐3 word name. 5 min Individual ac7vity: Copy the group names to a topic map 33
- 34. License: CC BY-‐NC-‐SA www.lanehalley.com Thank you! Lane Halley www.lanehalley.com @thinknow 34
- 35. License: CC BY-‐NC-‐SA www.lanehalley.com 35 Lean Design & Agile Development for Web & Mobile