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I’M	
  OUT	
  OF	
  THE	
  BUILDING…	
  
         NOW	
  WHAT?	
  




                    Lean	
  UX	
  Residency	
  (LUXr)	
  
                    March	
  16,	
  2011	
  
GeGng	
  out	
  of	
  the	
  building	
  


“Customer	
  Development	
  is	
  the	
  process	
  of	
  how	
  you	
  get	
  
out	
  of	
  the	
  building	
  and	
  search	
  for	
  the	
  model.	
  Customer	
  
Development	
  is	
  designed	
  so	
  that	
  you	
  the	
  founder(s)	
  
gather	
  first	
  hand	
  experience	
  about	
  customer	
  and	
  
market	
  needs.”	
  

SteveBlank.com,	
  5/13/2010	
  




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In	
  other	
  words…	
  


“Go	
  speak	
  (in	
  person	
  if	
  possible)	
  with	
  living,	
  breathing	
  
customers	
  to	
  determine	
  the	
  validity	
  of	
  your	
  
assump^ons.”	
  

“The	
  Entrepreneurs	
  Guide	
  to	
  Customer	
  Development,”	
  Cooper	
  &	
  Vlaskovits	
  




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What	
  assump^ons	
  are	
  we	
  making?	
  


            Who	
  is	
  the	
  user?	
  Who	
  is	
  the	
  customer?	
  
            Where	
  does	
  our	
  product	
  fit	
  in	
  their	
  work	
  or	
  life?	
  
            What	
  problems	
  does	
  our	
  product	
  solve?	
  
            When	
  and	
  how	
  is	
  our	
  product	
  used?	
  
            What	
  features	
  are	
  important?	
  
            How	
  should	
  our	
  product	
  look	
  and	
  behave?	
  


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What’s	
  a	
  user?	
  


“There	
  are	
  only	
  two	
  industries	
  that	
  refer	
  to	
  their	
  
customers	
  as	
  ‘users’:	
  computer	
  design	
  and	
  drug	
  
dealing.”	
  

	
  Edward	
  Tufe	
  




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What’s	
  a	
  user?	
  


User	
  =	
  “person	
  who	
  uses	
  the	
  product”	
  

            Consumer	
  products,	
  customer	
  =	
  user	
  
            Enterprise	
  products,	
  customer	
  ≠	
  user	
  




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Why	
  don’t	
  we	
  talk	
  to	
  users?	
  


            We’re	
  users	
  
            We	
  know	
  a	
  lot	
  of	
  users	
  	
  
            We’re	
  smarter	
  than	
  our	
  users	
  
            We’ve	
  got	
  a	
  lot	
  of	
  other	
  important	
  things	
  to	
  do	
  
            Users	
  don’t	
  want	
  to	
  be	
  bothered	
  
            We	
  don’t	
  know	
  how	
  to	
  talk	
  to	
  users	
  
            We	
  fear	
  rejec^on	
  ;(	
  


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Remember,	
  it	
  starts	
  with	
  you!	
  

People	
  who	
  are	
  good	
  at	
  Customer	
  Discovery	
  know	
  how	
  to:	
  

       • Put	
  themselves	
  in	
  the	
  customers’	
  shoes	
  
       • Understand	
  the	
  problems	
  they	
  have	
  
       • Listen	
  well	
  (less	
  talking!)	
  
       • Understand	
  what	
  you	
  hear	
  (not	
  what	
  you	
  want	
  to	
  hear)	
  
       • Deal	
  with	
  constant	
  change	
  	
  

Paraphrased	
  from	
  “ The	
  Four	
  Steps	
  to	
  the	
  Epiphany”	
  



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Where	
  genera^ve	
  research	
  fits	
  
The	
  eight	
  steps	
  to	
  Customer	
  Discovery:	
  
          	
  	
  	
  	
  Document	
  Customer-­‐Problem-­‐Solu^on	
  Hypothesis	
  
          	
  	
  	
  	
  Brainstorm	
  Business	
  Model	
  Hypothesis	
  
          ✓ Find	
  Prospects	
  to	
  talk	
  to	
  
          ✓ Reach	
  out	
  to	
  prospects	
  
          ✓ Engage	
  prospects	
  
          ✓	
  Phase	
  Gate	
  I	
  Compile	
  |	
  Measure	
  |	
  Test	
  
          	
  	
  	
  	
  Problem-­‐Solu^on	
  Fit/MVP	
  
          	
  	
  	
  	
  Phase	
  Gate	
  II	
  Compile	
  |	
  Measure	
  |	
  Test	
  
“The	
  Entrepreneurs	
  Guide	
  to	
  Customer	
  Development,”	
  Cooper	
  &	
  Vlaskovits	
  


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FIND	
  AND	
  REACH	
  OUT	
  TO	
  PROSPECTS	
  




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Where	
  do	
  you	
  find	
  users	
  to	
  talk	
  to?	
  


            In-­‐line	
  Web	
  recrui^ng	
  
            Conferences	
  and	
  industry	
  events	
  
            Special	
  interest	
  groups/user	
  groups	
  
            Market	
  research	
  firms	
  
            Craigslist	
  
            Friends	
  and	
  Family	
  


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In-­‐line	
  Web	
  recrui^ng	
  


            Ethnio	
  (www.ethnio.net)	
  
                Recruit	
  people	
  from	
  your	
  website	
  via	
  triggers	
  
            “Talk	
  to	
  us”	
  bu_on	
  
                Start	
  live	
  chat	
  session	
  
            Remote	
  viewing	
  (Morae	
  from	
  TechSmith)	
  
                Screen	
  sharing	
  and	
  recording	
  




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Conferences,	
  industry	
  events,	
  user	
  groups	
  


            Master	
  the	
  “quick	
  hit”	
  interview	
  (1-­‐2	
  ques^ons)	
  
            Divide	
  and	
  conquer,	
  debrief	
  as	
  a	
  group	
  
            Use	
  a	
  green	
  room,	
  designated	
  area	
  for	
  interviews	
  
            Collect	
  names	
  for	
  later	
  




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Market	
  research	
  firms	
  


            Easier	
  for	
  “consumer”	
  than	
  “professional”	
  
            Can	
  save	
  you	
  ^me	
  finding	
  and	
  scheduling	
  
            Good	
  for	
  out	
  of	
  state	
  or	
  interna^onal	
  recrui^ng	
  
            You	
  can	
  use	
  their	
  facili^es	
  
            You	
  don’t	
  have	
  to	
  adver^se	
  your	
  iden^ty	
  




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Craigslist	
  


            Place	
  ad	
  in	
  “gigs”	
  or	
  “jobs”	
  area	
  
            Direct	
  people	
  to	
  an	
  online	
  survey	
  (SurveyMonkey)	
  
            Survey	
  results	
  can	
  be	
  valuable	
  in	
  themselves	
  
            Scheduling	
  is	
  hard,	
  pre-­‐screen	
  for	
  availability	
  
            Experiment	
  with	
  different	
  levels	
  of	
  compensa^on	
  
            Going	
  rate	
  varies,	
  check	
  similar	
  ads	
  for	
  guides	
  


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Friends	
  and	
  Family	
  


            You	
  already	
  know	
  their	
  context	
  
            Good	
  for	
  quick	
  impressions	
  
            Great	
  to	
  prac^ce	
  on	
  “friendlies”	
  
            Beware	
  you	
  don’t	
  talk	
  to	
  same	
  people	
  too	
  much	
  
            Don’t	
  forget	
  to	
  use	
  F&F	
  for	
  more	
  introduc^ons	
  




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ENGAGE	
  PROSPECTS	
  




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TOOLS	
  FOR:	
  Understanding	
  your	
  users	
  


            Effec^ve	
  interviews	
  
            Innova^on	
  Games	
  
            Five	
  users	
  every	
  Friday	
  




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Tips	
  for	
  effec^ve	
  interviews	
  


            Iden^fy	
  who	
  do	
  you	
  want	
  to	
  talk	
  to	
  and	
  what	
  you	
  
             want	
  to	
  learn	
  
            Plan	
  your	
  interview	
  themes	
  as	
  a	
  team	
  
            Collect	
  ar^facts,	
  debrief	
  and	
  share	
  
            Use	
  your	
  visits	
  for	
  mul^ple	
  purposes	
  




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Tips	
  for	
  effec^ve	
  interviews	
  


    Use	
  open-­‐ended	
  ques^ons	
  to	
  encourage	
  conversa^on	
  
       Closed:	
  “What	
  did	
  you	
  eat	
  for	
  breakfast	
  today?”	
  
       Open:	
  “What’s	
  your	
  favorite	
  breakfast	
  and	
  why?”	
  

    Don’t	
  be	
  afraid	
  to	
  ask	
  “why”	
  a	
  lot.	
  




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Tips	
  for	
  effec^ve	
  interviews	
  


Iden^fy	
  the	
  need	
  behind	
  a	
  feature	
  request	
  

“If	
  you	
  HAD	
  feature	
  x,	
  what	
  would	
  that	
  allow	
  
you	
  to	
  do?”	
  




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Sample	
  interview	
  flow	
  

            Warm-­‐up	
  ques^ons	
  to	
  set	
  context	
  
                “Tell	
  me	
  a	
  li)le	
  about	
  yourself…”	
  
            Talk	
  about	
  real	
  events,	
  avoid	
  conjecture	
  
                “Tell	
  me	
  about	
  a	
  recent	
  6me	
  when	
  you…”	
  
            Show	
  demos/sketches	
  later	
  in	
  mee^ng	
  
                “Show	
  me	
  how	
  you	
  would	
  use	
  this	
  to…”	
  
            Express	
  apprecia^on	
  “ Thanks	
  for	
  your	
  6me!”	
  
            If	
  the	
  interview	
  went	
  well,	
  it’s	
  OK	
  to	
  ask	
  if	
  you	
  can	
  
             contact	
  them	
  again	
  later	
  	
  
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Innova^on	
  Games	
  
             Speedboat	
  
              Speedboat	
                                             Spider	
  web	
  




      Product	
  Box	
  




                                                                Remember	
  
                                                                	
  the	
  future	
  
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“Five	
  Users	
  Every	
  Friday”	
  

Situa^on	
  
            Major	
  consumer	
  electronics	
  retailer	
  wanted	
  flexible	
  fast	
  
             implementa^on	
  of	
  Web	
  features	
  
            Agile	
  development,	
  UX	
  perceived	
  as	
  a	
  bo_leneck	
  
Approach	
  
            Rapid	
  prototyping	
  and	
  user	
  feedback	
  
            Full	
  team	
  par^cipa^on	
  required	
  
Results	
  
            Greater	
  confidence,	
  less	
  ^me	
  wasted	
  
            Improved	
  team	
  understanding	
  of	
  user	
  needs	
  
Source:	
  Tom	
  Ilmensee	
  


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Weekly	
  research	
  tasks	
  
Friday                     	
  Run	
  protocol	
  
                           	
  High	
  level	
  summary	
  
Monday                     	
  Analyze	
  data	
  
                           	
  Create	
  findings	
  summary	
  
                           	
  Create	
  wireframes	
  
Tuesday                    	
  Discuss	
  recommenda^ons	
  with	
  team	
  
                           	
  Iden^fy	
  immediate	
  and	
  long	
  term	
  research	
  needs	
  with	
  team	
  
                           	
  Create	
  high-­‐level	
  test	
  plans	
  
Wednesday                  	
  Prepare	
  protocol	
  
Thursday                   	
  Prepare	
  ar^facts	
  /	
  prototype	
  

Source:	
  Tom	
  Ilmensee	
  

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Compile	
  |	
  Measure	
  |	
  Test	
  




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TOOLS	
  FOR:	
  Synthesis	
  


            Ar^facts	
  from	
  fieldwork	
  	
  
            Affinity	
  models	
  
            Personas	
  
            Workflows	
  and	
  conceptual	
  models	
  




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Share	
  pictures	
  and	
  ar^facts	
  with	
  the	
  team	
  




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Use	
  affinity	
  models	
  for	
  group	
  synthesis	
  




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Good	
  user	
  research	
  =	
  stronger	
  personas	
  


Well-­‐researched	
  personas	
  help	
  your	
  team	
  make	
  
be_er	
  decisions.	
  A	
  good	
  persona	
  descrip^on	
  
defines:	
  
            Goals	
  
            AGtudes	
  
            Work	
  or	
  ac^vity	
  flow	
  
            Environment	
  
            Skill	
  level	
  
            Frustra^ons	
  
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Specific	
  is	
  more	
  important	
  than	
  accurate	
  




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Workflow	
  models	
  inform	
  good	
  sketches	
  




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TOOLS	
  FOR:	
  Envisioning	
  the	
  solu^on	
  


            Stories/scenarios	
  
            Collabora^ve	
  sketching/Design	
  Studio	
  
            Prototypes	
  


These	
  techniques	
  can	
  be	
  used	
  within	
  your	
  team	
  to	
  build	
  
consensus,	
  and	
  with	
  customers	
  and	
  users	
  to	
  explore	
  
and	
  validate	
  concepts.	
  

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Using	
  scenarios	
  

Scenarios	
  help	
  your	
  team	
  explore	
  and	
  develop	
  a	
  shared	
  
understanding	
  of	
  the	
  desired	
  user	
  experience.	
  

        1  Set	
  the	
  stage	
  
                 − Who	
  is	
  the	
  subject	
  of	
  the	
  story?	
  
                 − What	
  does	
  this	
  person	
  want	
  to	
  do	
  and	
  why?	
  
        2  Tell	
  the	
  story:	
  	
  
                 − Imagine	
  the	
  ideal	
  user	
  experience	
  
                 − Describe	
  informa^on	
  and	
  ac^ons,	
  not	
  controls	
  
       3  Evolve	
  to	
  become	
  more	
  detailed	
  and	
  specific	
  

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Sample	
  scenario:	
  about	
  Peter	
  
                                    PETER	
  is	
  a	
  serious	
  bike	
  commuter	
  
                                    •  Owns	
  several	
  bikes	
  (mountain	
  bike,	
  
                                       recumbent),	
  doesn’t	
  own	
  a	
  car	
  
                                    •  Biking	
  is	
  his	
  main	
  form	
  of	
  transporta^on	
  	
  
                                    •  Bikes	
  are	
  his	
  hobby,	
  he	
  loves	
  to	
  look	
  at	
  
                                       and	
  learn	
  about	
  bikes	
  
                                    •  Carries	
  lots	
  of	
  stuff	
  when	
  he	
  rides	
  
                                       (computer,	
  books,	
  groceries)	
  
                                    •  Rides	
  in	
  all	
  weather,	
  needs	
  to	
  get	
  to	
  
                                       work	
  clean	
  and	
  not	
  too	
  sweaty	
  



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Sample	
  scenario:	
  Peter’s	
  scenario	
  

    •  Peter	
  is	
  a	
  regular	
  customer	
  at	
  Mike’s	
  Bikes.	
  He	
  learns	
  that	
  
       there’s	
  a	
  new	
  urban	
  cargo	
  bike	
  available	
  and	
  he’s	
  curious	
  
       to	
  check	
  it	
  out.	
  
    •  When	
  Peter	
  gets	
  to	
  the	
  site,	
  it	
  recognizes	
  him	
  and	
  shows	
  
       him	
  what’s	
  new	
  since	
  his	
  last	
  visit.	
  He	
  can	
  see	
  there’s	
  a	
  
       street	
  bike	
  he	
  started	
  to	
  configure	
  on	
  his	
  last	
  visit,	
  but	
  he	
  
       doesn’t	
  want	
  to	
  work	
  on	
  that	
  now.	
  
    •  He	
  easily	
  finds	
  the	
  new	
  cargo	
  bike	
  he	
  came	
  to	
  see.	
  	
  
    •  He	
  learns	
  about	
  the	
  cargo	
  bike	
  by	
  reviewing	
  some	
  
       technical	
  informa^on	
  about	
  gear	
  ra^os	
  and	
  then	
  watches	
  
       a	
  video	
  of	
  the	
  bike	
  in	
  ac^on.	
  	
  
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Sample	
  scenario:	
  Peter’s	
  scenario	
  

    •  He	
  is	
  interested	
  in	
  the	
  cargo	
  bike,	
  but	
  wants	
  to	
  talk	
  to	
  
       someone	
  who	
  owns	
  one.	
  He	
  reaches	
  out	
  to	
  the	
  Mike’s	
  
       Bikes	
  community	
  to	
  ask	
  a	
  ques^on	
  and	
  quickly	
  gets	
  an	
  
       answer.	
  
    •  He	
  configures	
  the	
  cargo	
  bike	
  with	
  some	
  op^onal	
  
       equipment	
  he	
  might	
  want.	
  He	
  can	
  see	
  an	
  adjusted	
  
       total	
  price	
  as	
  he	
  works.	
  
    •  Happy	
  with	
  what	
  he	
  sees,	
  he	
  makes	
  an	
  appointment	
  
       to	
  come	
  into	
  the	
  shop	
  on	
  Saturday	
  to	
  see	
  both	
  bikes	
  
       he	
  is	
  considering.	
  
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Collabora^ve	
  sketching	
  




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Paper	
  prototype	
  




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Mix	
  well	
  and	
  repeat	
  frequently!	
  
   Method	
                           Benefits	
  

   5-­‐users	
  every	
  Friday	
     Introduce	
  “ritual”	
  of	
  talking	
  to	
  people	
  regularly	
  

   Conversa^onal	
  interview	
       Pa_erns	
  of	
  use	
  
                                      Behaviors	
  and	
  mo^va^ons	
  
                                      Pain	
  points	
  and	
  opportuni^es	
  
   Innova^on	
  games	
               Mental	
  models	
  
                                      Shared	
  team	
  understanding	
  
   Lo-­‐fidelity	
  prototype	
        Validate	
  and	
  evolve	
  concept	
  
                                      Reac^on	
  to	
  naviga^on/structural	
  elements	
  

   Hi-­‐fidelity	
  prototype	
        Reac^on	
  to	
  visual	
  look	
  and	
  feel	
  
                                      Test	
  branding,	
  messaging	
  

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Recommended	
  reading	
  


Inspired:	
  How	
  To	
  Create	
  Products	
  
Customers	
  Love	
  	
  
Marty	
  Cagan	
  

Designing	
  for	
  the	
  Digital	
  Age:	
  
How	
  to	
  Create	
  Human-­‐Centered	
  
Products	
  and	
  Services	
  
Kim	
  Goodwin	
  
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Recommended	
  reading	
  


Prototyping,	
  A	
  PracIIoner’s	
  
Guide	
  
Todd	
  Zaki	
  Warfel	
  

The	
  Back	
  of	
  the	
  Napkin	
  
Dan	
  Roam	
  

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Recommended	
  reading	
  


InnovaIon	
  Games:	
  CreaIng	
  
Breakthrough	
  Products	
  
Through	
  CollaboraIve	
  Play	
  
Luke	
  Hohmann	
  




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Photo	
  credits	
  and	
  resources	
  
        5:	
  “What’s	
  a	
  user?”	
  h_p://www.edwardtufe.com/tufe/advocate_1099	
  
        22:	
  Photos,	
  Lane	
  Halley	
  
        23-­‐34:	
  “Five	
  Users	
  Every	
  Friday,”	
  Tom	
  Ilmensee,	
  Alyson	
  Muff	
  
               	
  h_p://www.computer.org/portal/web/csdl/doi/10.1109/AGILE.2009.45	
  
        27:	
  Photos,	
  Lane	
  Halley	
  
        28:	
  Photo,	
  Lane	
  Halley	
  
        30:	
  Photo,	
  Flickr:	
  dtsato/582640684	
  
        31:	
  Photo,	
  Flickr:	
  jazzmasterson/275800917	
  
        34:	
  Photo,	
  Flickr:	
  ques^on_everything/2267542126	
  
               	
  Scenario:	
  www.slideshare.net/LaneHalley/design-­‐studio-­‐workshop-­‐scenarios	
  
        37:	
  Photos,	
  Lane	
  Halley	
  
        38:	
  Photo,	
  Lane	
  Halley	
  


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Thanks!	
  Let	
  me	
  know	
  if	
  this	
  was	
  helpful…	
  


        Lane	
  Halley	
  
        lbh.inc@gmail.com	
  
        twi_er:	
  thinknow	
  

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        www.LUXr.co	
  




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I'm out of the buiding, now what?

  • 1. I’M  OUT  OF  THE  BUILDING…   NOW  WHAT?   Lean  UX  Residency  (LUXr)   March  16,  2011  
  • 2. GeGng  out  of  the  building   “Customer  Development  is  the  process  of  how  you  get   out  of  the  building  and  search  for  the  model.  Customer   Development  is  designed  so  that  you  the  founder(s)   gather  first  hand  experience  about  customer  and   market  needs.”   SteveBlank.com,  5/13/2010   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   2   3.0  United  States  
  • 3. In  other  words…   “Go  speak  (in  person  if  possible)  with  living,  breathing   customers  to  determine  the  validity  of  your   assump^ons.”   “The  Entrepreneurs  Guide  to  Customer  Development,”  Cooper  &  Vlaskovits   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   3   3.0  United  States  
  • 4. What  assump^ons  are  we  making?     Who  is  the  user?  Who  is  the  customer?     Where  does  our  product  fit  in  their  work  or  life?     What  problems  does  our  product  solve?     When  and  how  is  our  product  used?     What  features  are  important?     How  should  our  product  look  and  behave?   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   4   3.0  United  States  
  • 5. What’s  a  user?   “There  are  only  two  industries  that  refer  to  their   customers  as  ‘users’:  computer  design  and  drug   dealing.”    Edward  Tufe   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   5   3.0  United  States  
  • 6. What’s  a  user?   User  =  “person  who  uses  the  product”     Consumer  products,  customer  =  user     Enterprise  products,  customer  ≠  user   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   6   3.0  United  States  
  • 7. Why  don’t  we  talk  to  users?     We’re  users     We  know  a  lot  of  users       We’re  smarter  than  our  users     We’ve  got  a  lot  of  other  important  things  to  do     Users  don’t  want  to  be  bothered     We  don’t  know  how  to  talk  to  users     We  fear  rejec^on  ;(   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   7   3.0  United  States  
  • 8. Remember,  it  starts  with  you!   People  who  are  good  at  Customer  Discovery  know  how  to:   • Put  themselves  in  the  customers’  shoes   • Understand  the  problems  they  have   • Listen  well  (less  talking!)   • Understand  what  you  hear  (not  what  you  want  to  hear)   • Deal  with  constant  change     Paraphrased  from  “ The  Four  Steps  to  the  Epiphany”   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   8   3.0  United  States  
  • 9. Where  genera^ve  research  fits   The  eight  steps  to  Customer  Discovery:          Document  Customer-­‐Problem-­‐Solu^on  Hypothesis          Brainstorm  Business  Model  Hypothesis   ✓ Find  Prospects  to  talk  to   ✓ Reach  out  to  prospects   ✓ Engage  prospects   ✓  Phase  Gate  I  Compile  |  Measure  |  Test          Problem-­‐Solu^on  Fit/MVP          Phase  Gate  II  Compile  |  Measure  |  Test   “The  Entrepreneurs  Guide  to  Customer  Development,”  Cooper  &  Vlaskovits   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   9   3.0  United  States  
  • 10. FIND  AND  REACH  OUT  TO  PROSPECTS   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   10   3.0  United  States  
  • 11. Where  do  you  find  users  to  talk  to?     In-­‐line  Web  recrui^ng     Conferences  and  industry  events     Special  interest  groups/user  groups     Market  research  firms     Craigslist     Friends  and  Family   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   11   3.0  United  States  
  • 12. In-­‐line  Web  recrui^ng     Ethnio  (www.ethnio.net)   Recruit  people  from  your  website  via  triggers     “Talk  to  us”  bu_on   Start  live  chat  session     Remote  viewing  (Morae  from  TechSmith)   Screen  sharing  and  recording   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   12   3.0  United  States  
  • 13. Conferences,  industry  events,  user  groups     Master  the  “quick  hit”  interview  (1-­‐2  ques^ons)     Divide  and  conquer,  debrief  as  a  group     Use  a  green  room,  designated  area  for  interviews     Collect  names  for  later   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   13   3.0  United  States  
  • 14. Market  research  firms     Easier  for  “consumer”  than  “professional”     Can  save  you  ^me  finding  and  scheduling     Good  for  out  of  state  or  interna^onal  recrui^ng     You  can  use  their  facili^es     You  don’t  have  to  adver^se  your  iden^ty   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   14   3.0  United  States  
  • 15. Craigslist     Place  ad  in  “gigs”  or  “jobs”  area     Direct  people  to  an  online  survey  (SurveyMonkey)     Survey  results  can  be  valuable  in  themselves     Scheduling  is  hard,  pre-­‐screen  for  availability     Experiment  with  different  levels  of  compensa^on     Going  rate  varies,  check  similar  ads  for  guides   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   15   3.0  United  States  
  • 16. Friends  and  Family     You  already  know  their  context     Good  for  quick  impressions     Great  to  prac^ce  on  “friendlies”     Beware  you  don’t  talk  to  same  people  too  much     Don’t  forget  to  use  F&F  for  more  introduc^ons   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   16   3.0  United  States  
  • 17. ENGAGE  PROSPECTS   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   17   3.0  United  States  
  • 18. TOOLS  FOR:  Understanding  your  users     Effec^ve  interviews     Innova^on  Games     Five  users  every  Friday   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   18   3.0  United  States  
  • 19. Tips  for  effec^ve  interviews     Iden^fy  who  do  you  want  to  talk  to  and  what  you   want  to  learn     Plan  your  interview  themes  as  a  team     Collect  ar^facts,  debrief  and  share     Use  your  visits  for  mul^ple  purposes   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   19   3.0  United  States  
  • 20. Tips  for  effec^ve  interviews   Use  open-­‐ended  ques^ons  to  encourage  conversa^on   Closed:  “What  did  you  eat  for  breakfast  today?”   Open:  “What’s  your  favorite  breakfast  and  why?”   Don’t  be  afraid  to  ask  “why”  a  lot.   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   20   3.0  United  States  
  • 21. Tips  for  effec^ve  interviews   Iden^fy  the  need  behind  a  feature  request   “If  you  HAD  feature  x,  what  would  that  allow   you  to  do?”   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   21   3.0  United  States  
  • 22. Sample  interview  flow     Warm-­‐up  ques^ons  to  set  context   “Tell  me  a  li)le  about  yourself…”     Talk  about  real  events,  avoid  conjecture   “Tell  me  about  a  recent  6me  when  you…”     Show  demos/sketches  later  in  mee^ng   “Show  me  how  you  would  use  this  to…”     Express  apprecia^on  “ Thanks  for  your  6me!”     If  the  interview  went  well,  it’s  OK  to  ask  if  you  can   contact  them  again  later     www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   22   3.0  United  States  
  • 23. Innova^on  Games   Speedboat   Speedboat   Spider  web   Product  Box   Remember    the  future   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   23   3.0  United  States  
  • 24. “Five  Users  Every  Friday”   Situa^on     Major  consumer  electronics  retailer  wanted  flexible  fast   implementa^on  of  Web  features     Agile  development,  UX  perceived  as  a  bo_leneck   Approach     Rapid  prototyping  and  user  feedback     Full  team  par^cipa^on  required   Results     Greater  confidence,  less  ^me  wasted     Improved  team  understanding  of  user  needs   Source:  Tom  Ilmensee   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   24   3.0  United  States  
  • 25. Weekly  research  tasks   Friday  Run  protocol    High  level  summary   Monday  Analyze  data    Create  findings  summary    Create  wireframes   Tuesday  Discuss  recommenda^ons  with  team    Iden^fy  immediate  and  long  term  research  needs  with  team    Create  high-­‐level  test  plans   Wednesday  Prepare  protocol   Thursday  Prepare  ar^facts  /  prototype   Source:  Tom  Ilmensee   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   25   3.0  United  States  
  • 26. Compile  |  Measure  |  Test   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   26   3.0  United  States  
  • 27. TOOLS  FOR:  Synthesis     Ar^facts  from  fieldwork       Affinity  models     Personas     Workflows  and  conceptual  models   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   27   3.0  United  States  
  • 28. Share  pictures  and  ar^facts  with  the  team   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   28   3.0  United  States  
  • 29. Use  affinity  models  for  group  synthesis   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   29   3.0  United  States  
  • 30. Good  user  research  =  stronger  personas   Well-­‐researched  personas  help  your  team  make   be_er  decisions.  A  good  persona  descrip^on   defines:     Goals     AGtudes     Work  or  ac^vity  flow     Environment     Skill  level     Frustra^ons   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   30   3.0  United  States  
  • 31. Specific  is  more  important  than  accurate   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   31   3.0  United  States  
  • 32. Workflow  models  inform  good  sketches   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   32   3.0  United  States  
  • 33. TOOLS  FOR:  Envisioning  the  solu^on     Stories/scenarios     Collabora^ve  sketching/Design  Studio     Prototypes   These  techniques  can  be  used  within  your  team  to  build   consensus,  and  with  customers  and  users  to  explore   and  validate  concepts.   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   33   3.0  United  States  
  • 34. Using  scenarios   Scenarios  help  your  team  explore  and  develop  a  shared   understanding  of  the  desired  user  experience.   1  Set  the  stage   − Who  is  the  subject  of  the  story?   − What  does  this  person  want  to  do  and  why?   2  Tell  the  story:     − Imagine  the  ideal  user  experience   − Describe  informa^on  and  ac^ons,  not  controls   3  Evolve  to  become  more  detailed  and  specific   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   34   3.0  United  States  
  • 35. Sample  scenario:  about  Peter   PETER  is  a  serious  bike  commuter   •  Owns  several  bikes  (mountain  bike,   recumbent),  doesn’t  own  a  car   •  Biking  is  his  main  form  of  transporta^on     •  Bikes  are  his  hobby,  he  loves  to  look  at   and  learn  about  bikes   •  Carries  lots  of  stuff  when  he  rides   (computer,  books,  groceries)   •  Rides  in  all  weather,  needs  to  get  to   work  clean  and  not  too  sweaty   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   35   3.0  United  States  
  • 36. Sample  scenario:  Peter’s  scenario   •  Peter  is  a  regular  customer  at  Mike’s  Bikes.  He  learns  that   there’s  a  new  urban  cargo  bike  available  and  he’s  curious   to  check  it  out.   •  When  Peter  gets  to  the  site,  it  recognizes  him  and  shows   him  what’s  new  since  his  last  visit.  He  can  see  there’s  a   street  bike  he  started  to  configure  on  his  last  visit,  but  he   doesn’t  want  to  work  on  that  now.   •  He  easily  finds  the  new  cargo  bike  he  came  to  see.     •  He  learns  about  the  cargo  bike  by  reviewing  some   technical  informa^on  about  gear  ra^os  and  then  watches   a  video  of  the  bike  in  ac^on.     www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   36   3.0  United  States  
  • 37. Sample  scenario:  Peter’s  scenario   •  He  is  interested  in  the  cargo  bike,  but  wants  to  talk  to   someone  who  owns  one.  He  reaches  out  to  the  Mike’s   Bikes  community  to  ask  a  ques^on  and  quickly  gets  an   answer.   •  He  configures  the  cargo  bike  with  some  op^onal   equipment  he  might  want.  He  can  see  an  adjusted   total  price  as  he  works.   •  Happy  with  what  he  sees,  he  makes  an  appointment   to  come  into  the  shop  on  Saturday  to  see  both  bikes   he  is  considering.   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   37   3.0  United  States  
  • 38. Collabora^ve  sketching   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   38   3.0  United  States  
  • 39. Paper  prototype   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   39   3.0  United  States  
  • 40. Mix  well  and  repeat  frequently!   Method   Benefits   5-­‐users  every  Friday   Introduce  “ritual”  of  talking  to  people  regularly   Conversa^onal  interview   Pa_erns  of  use   Behaviors  and  mo^va^ons   Pain  points  and  opportuni^es   Innova^on  games   Mental  models   Shared  team  understanding   Lo-­‐fidelity  prototype   Validate  and  evolve  concept   Reac^on  to  naviga^on/structural  elements   Hi-­‐fidelity  prototype   Reac^on  to  visual  look  and  feel   Test  branding,  messaging   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   40   3.0  United  States  
  • 41. Recommended  reading   Inspired:  How  To  Create  Products   Customers  Love     Marty  Cagan   Designing  for  the  Digital  Age:   How  to  Create  Human-­‐Centered   Products  and  Services   Kim  Goodwin   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   41   3.0  United  States  
  • 42. Recommended  reading   Prototyping,  A  PracIIoner’s   Guide   Todd  Zaki  Warfel   The  Back  of  the  Napkin   Dan  Roam   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   42   3.0  United  States  
  • 43. Recommended  reading   InnovaIon  Games:  CreaIng   Breakthrough  Products   Through  CollaboraIve  Play   Luke  Hohmann   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   43   3.0  United  States  
  • 44. Photo  credits  and  resources   5:  “What’s  a  user?”  h_p://www.edwardtufe.com/tufe/advocate_1099   22:  Photos,  Lane  Halley   23-­‐34:  “Five  Users  Every  Friday,”  Tom  Ilmensee,  Alyson  Muff    h_p://www.computer.org/portal/web/csdl/doi/10.1109/AGILE.2009.45   27:  Photos,  Lane  Halley   28:  Photo,  Lane  Halley   30:  Photo,  Flickr:  dtsato/582640684   31:  Photo,  Flickr:  jazzmasterson/275800917   34:  Photo,  Flickr:  ques^on_everything/2267542126    Scenario:  www.slideshare.net/LaneHalley/design-­‐studio-­‐workshop-­‐scenarios   37:  Photos,  Lane  Halley   38:  Photo,  Lane  Halley   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   44   3.0  United  States  
  • 45. Thanks!  Let  me  know  if  this  was  helpful…   Lane  Halley   lbh.inc@gmail.com   twi_er:  thinknow   www.slideshare.net/lanehalley   www.LUXr.co   www.slideshare.com/lanehalley   License:  Crea^ve  Commons  A_ribu^on-­‐Share  Alike   www.luxr.co   45   3.0  United  States