Unit 2. Getting to Know Your Users

D8004857fc10614cfa4dec1bae20f874?s=47 Jez Humble
September 10, 2018

Unit 2. Getting to Know Your Users

This class will introduce the idea of a scientific approach to product development. We’ll focus on how to make sure we build products customers love, starting with how to frame hypotheses and perform user research.


Jez Humble

September 10, 2018


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    i290 lean/agile product management unit 2: user research @jezhumble https://leanagile.pm/

    humble@berkeley.edu This work © 2015-18 Jez Humble Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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    be able to frame ideas in terms of hypotheses understand

    purpose and problem as starting points know what an MVP is and isn’t understand variety of types of user research know how to make proto-personas & empathy maps learning outcomes
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    shareholder value The directors of a public corporation have a

    fiduciary duty to maximize profits —Jensen and Meckling, Theory of the Firm
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    SpaceX “the company was founded in 2002 by Elon Musk

    to revolutionize space transportation and ultimately make it possible for people to live on other planets.”
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    Jack Andraka His parents, he says, never really answered any

    of the questions they had. Go figure it out for yourself, they would say. “I got really into the scientific method of developing a hypothesis and testing it and getting a result and going back to do it again.” http://www.forbes.com/sites/bruceupbin/2012/06/18/wait-did-this-15-year-old-from-maryland-just-change-cancer-treatment/
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    what/how: what problem can you solve for your users? how?

    how will you measure success? what problem are you trying to solve? why: can you deliver value to your organization and your users? mainly focused on user research small team working together for hours/days discovery
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    experts are what they do “Given a representative task in

    the domain, a badass performs in a superior way, more reliably” —Kathy Sierra, Badass
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    Personas and empathy mapping WHY WHAT HOW • Make assumptions

    and knowledge about users explicit • Give the team a common language to talk meaningfully about users • Building empathy towards users in a way that data can’t accomplish • Sketch out a person, their needs, and behavior • Look into the mind of the targeted persona & think about the sensory experiences of the character when interacting with your company and product • Work together in your teams and consider: Who are your users and why are they using the system? What behaviors, assumptions, and expectations color their view of the system? FURTHER READING http://www.innovationgames.com/empathy-map/ | Adlin, T., & Pruitt, J. (2010). The Essential Persona Lifecycle | http://www.cooper.com/journal/2014/05/persona-empathy-mapping
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    exercise 1. Choose someone in the team to pitch an

    idea (1m) 2. That person pitches and does Q&A (2m) 3. Everyone on the team creates a proto-persona (3m) 4. Stick proto-personas onto your board and de-dupe (3m) 5. Dot-vote to choose 1, and refine as a group (5m) 6. Present problem and personas to group (1m each) 1. Sketch and Name 2. Behavioral Demographic Information 3. Pain Points and Needs 4. Potential Solutions
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    empathy map Business Model - The Empathy Map Designed for:

    Designed by: Customer Perspective: What does she THINK and FEEL? what really counts major preoccupations worries & aspirations What does she SEE? environment friends what the markets offers What does she HEAR? what friends say what boss says what influences say What does she SAY and DO ? attitude in public appearance behavior towards others GAIN “wants”/needs, measures of success, obstacles PAIN fears, frustrations, obstacles Date: Interation: Adapted from XPLANE. XPlane.com www.XPLANE.com
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    value proposition canvas WHY WHAT HOW • Identify the factors

    that are critical to achieve product/ market fit. • The Value Proposition Canvas makes explicit how you are creating value for your customers by helping you to design products and services your customers want. • A collaborative exercise where we brainstorm both the value proposition and the customer segments in order to explore their fit. FURTHER READING http://www.businessmodelgeneration.com/ (to download canvas) The Value Proposition Explained (video), https://youtu.be/aN36EcTE54Q
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    business model canvas WHY WHAT HOW • Rapidly iterate through

    possible business model ideas and identify key assumptions • Create a shared understanding of the business model among stakeholders • Identify the key characteristics of your business model on a single page. • A short, collaborative brainstorming exercise involving stakeholders from every function taking no more than 30 minutes FURTHER READING http://www.businessmodelgeneration.com/ (to download canvas) The Business Model Canvas in 2 minutes (video) https://youtu.be/QoAOzMTLP5s
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    business assumptions worksheet Business assumptions • I believe my customers

    have a need to _____. • These needs can be solved with _____. • My initial customers are (or will be) _____. • The #1 value a customer wants to get out of my service is _____. • The customer can also get these additional benefits: _____. • I will acquire the majority of my customers through _____. • I will make money by _____. • My primary competition in the market will be _____. • We will beat them due to _____. • My biggest product risk is _____. • We will solve this through _____. • What other assumptions do we have that, if proven false, will cause out business/product to fail? _____ User assumptions • Who is the user? • 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? Jeff Gothelf, Lean UX, p21
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    shared understanding and assumptions are output examples of exercises to

    use in a discovery workshop iterative - we can sketch out canvases in 20m we took a customer-first approach in real life we’d keep iterating & explore multiple paths observations
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    @jezhumble Jack Andraka “Make sure to be passionate about whatever

    it is you get into, because otherwise you won’t put the right amount of work into it.” http://www.forbes.com/sites/bruceupbin/2012/06/18/wait-did-this-15-year-old-from-maryland-just-change-cancer-treatment/
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    further reading Kathy Sierra, Badass: Making Users Awesome Indi Young:

    Practical Empathy Jeff Gothelf with Josh Seiden, Lean UX Osterwalder et al, Value Proposition Design and Business Model Generation Lindsay Ratcliffe & Marc McNeill, Agile User Experience Design https://www.gov.uk/service-manual/agile-delivery/how-the- discovery-phase-works https://methods.18f.gov/discover/