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Talk to people
a UX mini-lesson by Meg Kurdziolek
“If I had asked people what they wanted,
they would have said faster horses.”
-Henry Ford
“If I had asked people what they wanted,
they would have said faster horses.”
-Henry Ford
M
YTH
M
YTH
You should talk to people
http://www.talkingtohumans.com/
Users will NOT tell you
• What to build
• How to build it
Users WILL tell you
• What problems they have
• How they feel about those problems
• What the value of a solution would mean to them
Talking to people is an easy
way to test your assumptions
http://www.talkingtohumans.com/
“How to talk to people”
cheat sheet
• Find 5+* people to talk to.
• Ask them, “What is going well with [blank*]?
• Ask them, “What is not going well [blank]?”
• Ask them to elaborate.
• Listen more than you talk.
* https://www.nngroup.com/articles/how-many-test-users/
*fill in the [blank] with whatever problem, task or activity you are trying to innovate on.
Be Awkward
• Fight your instinct, be awkward.
• Don't rush to fill silences.
• Don't "help" your participant answer questions.
• Don't complete your participants' sentences even if they
are struggling to find the right word - let them struggle.
• Consistently, persistently, steer the conversation back to
the research topic.
• Objective is to gather data, not make a friend.
So what happened to Ford?
“…Ford’s adherence to his vision of the
mass-market car and how to materialize
that vision was instrumental in both his early
success in growing Ford Motor Company
as well as his later failure…”
https://hbr.org/2011/08/henry-ford-never-said-the-fast

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Talk to people

  • 1. Talk to people a UX mini-lesson by Meg Kurdziolek
  • 2. “If I had asked people what they wanted, they would have said faster horses.” -Henry Ford
  • 3. “If I had asked people what they wanted, they would have said faster horses.” -Henry Ford M YTH M YTH
  • 4. You should talk to people http://www.talkingtohumans.com/
  • 5. Users will NOT tell you • What to build • How to build it
  • 6. Users WILL tell you • What problems they have • How they feel about those problems • What the value of a solution would mean to them
  • 7. Talking to people is an easy way to test your assumptions http://www.talkingtohumans.com/
  • 8. “How to talk to people” cheat sheet • Find 5+* people to talk to. • Ask them, “What is going well with [blank*]? • Ask them, “What is not going well [blank]?” • Ask them to elaborate. • Listen more than you talk. * https://www.nngroup.com/articles/how-many-test-users/ *fill in the [blank] with whatever problem, task or activity you are trying to innovate on.
  • 9. Be Awkward • Fight your instinct, be awkward. • Don't rush to fill silences. • Don't "help" your participant answer questions. • Don't complete your participants' sentences even if they are struggling to find the right word - let them struggle. • Consistently, persistently, steer the conversation back to the research topic. • Objective is to gather data, not make a friend.
  • 10. So what happened to Ford? “…Ford’s adherence to his vision of the mass-market car and how to materialize that vision was instrumental in both his early success in growing Ford Motor Company as well as his later failure…” https://hbr.org/2011/08/henry-ford-never-said-the-fast