Five steps to learn what your customers (really) want

Five steps to learn what your customers (really) want

Presented at Startup UCLA
July 17, 2013
http://startupucla.com/

850d27ea89ea5aa44e3ea4793d2a4f2d?s=128

Lane Halley

July 13, 2013
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  1. 5  Steps   to  learn  what  your   customers  (really)

     want
  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  preSy  sMck” 5 www.lanehalley.com 6 Photo:  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  intenMonal   user  experience  for  your  product? 7
  8. License:  CC  BY-­‐NC-­‐SA     Focus  on  the  problem,  not

     the  soluMon www.lanehalley.com 8 Photo:  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 10 www.lanehalley.com Photo:  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  conversaMon 4. Show  the  demo  last 5. Share  what  you  learn 14
  15. License:  CC  BY-­‐NC-­‐SA     #1  Have  a  plan www.lanehalley.com

    15 Photo:  @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,  TwiSer) 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  beSer

     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  quesMons

     to  set  context  “Tell  me  a  liSle  about  yourself…” Talk  about  real  events,  avoid  conjecture  “Tell  me  about  a  recent  Mme  when  you…” Express  appreciaMon  “Thanks  for  your  Mme!” 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  Mme   you  …” 25
  26. License:  CC  BY-­‐NC-­‐SA     #5  Share  what  you  learn

    26 Photo:  @thinknow  |  LUXr www.lanehalley.com
  27. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Tips  for  sharing Notes

     on  cards  or  sMckies Photos Put  it  on  the  wall Small  conversaMons,  frequently 27
  28. Photo:  @thinknow @thinknow  |  www.luxr.co   28 AcMvity:  PracMce  interview

     
  29. License:  CC  BY-­‐NC-­‐SA     PracMce  Interview 29 www.lanehalley.com Photo:

     @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  qualiMes   that  would  make  this  customer  LOVE  the  house  you  will  design.   • Create  a  conversaMon •   Open  and  closed-­‐ended  quesMons •   Paraphrasing •   Body  language  and  encouragers   Switch  auer  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 32 www.lanehalley.com

  33. License:  CC  BY-­‐NC-­‐SA     www.lanehalley.com Make  a  topic  map

     (team  acMvity) 5  min   Individual  acMvity  (silent):  Write  sMckies   that  answer  the  quesMon  “what  do  I  wish  I   knew  about  my  customer/user?” 5  min   Group  acMvity:  Taking  turns,  read  your   sMckies  to  each  other  and  put  them  on  a   table  or  poster. 5  min   Group  acMvity:  organize  the  sMckies,  give   each  group  a  short  1-­‐3  word  name. 5  min   Individual  acMvity:  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