Types of User Research, Persona Generation Activity, User Interview tips and tricks

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Better Products through
Talking to Users
Jason Fraser
June 2015

3. ‹#›© 2014 Pivotal Software, Inc. All rights reserved. ‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Better Products through
Talking to Users
Jason Fraser
June 2015
LISTENING!

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Customer Development Interviews
• Types of Interviews
• How to Interview
• Practice!

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Generative
Evaluative
Quant QualUser
Research
Surveys
•Starbucks
•Interviews
•Mental Models
(Indi Young)
•Contextual Inquiry
(Byer & Holzblatt)
Optimizely
Analytics
A/B Testing
Key Metrics
•Hallway Usability
•In Office/Remote
Usability

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Generative
Evaluative
Quant QualUser
Research
Interviews

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Before the Interview
• Identify Who you want to talk to
• Articulate your hypothesis
• Create a Topic Map for the conversation
• Jot down Conversation Prompts

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Who: Make a Persona
“Mary”
Demographics
Behaviors
Needs and Goals
• 34 years old
• Lives in Reading
• Married
• 2 kids
• Household $125k/yr
• Has a house cleaner
• Buys take-away
dinners 3x/week
• Frequently feels
overwhelmed and
forgetful
• Help! Running
errands, managing
kids
• More time for friends
• To feel organized

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Activity
Now You Try!

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Hypothesis
I think that working moms have trouble keeping up with
errands that need to be done and are willing to pay to have
odd jobs taken care of.

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Mobile/Internet
habits
Feeling
Overwhelmed
Keeping everything
working
Last time they
got help
(housecleaner)
Personal time
Topic Map

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Activity
Make a Hypothesis
statement and a Topic
Map

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Conversation Prompts
“Have you ever had experience?”
“Can you tell me a story about that?”
“And then what happened?”
“Why (or how) did you do that?”
“What did you love (or hate) about that?”
“If you could wave a magic wand and make it perfect, what
would it be like?”

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During the Interview
Take notes
Smile
Ask open-ended questions
Get their story
Shut up and listen
Do
Talk about your product
Ask about future behavior
Ask leading questions
Sell
Talk too much
Don’t

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Activity
Practice Interviews!

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After the Interview: Debrief
One idea per sticky note
What I heard
What I saw
What stood out
Dump (5 min, solo)
Collect similar items
Label Groups
Stack duplicates
Note trends and exceptions
Sort (10 min, team)

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Activity
Debrief

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After the Interview: Debrief
One idea per sticky note
What I heard
What I saw
What stood out
Dump (5 min, solo)
Collect similar items
Label Groups
Stack duplicates
Note trends and exceptions
Sort (10 min, team)

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Remember this? Users
1.
2.
3.
Mary can...
Needs
Uses
Features
Deliver
LEARN
This Week

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Activity
3-up Sketching

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Activity
Features!

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ありがとうございました