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MEAN, LEAN UX: THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE TOMER SHARON, HEAD OF UX, WEWORK @tsharon

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I HAVE A GREAT IDEA

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THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE 20 UX DEFINITIONS 6 LEAN UX MINDSET CONCEPTS 6 ATTITUDE & BEHAVIOR FACTORS 4 POINTERS FOR AWESOME UX

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WHEN PEOPLE HEAR UX…

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WHAT IS UX?

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CREDIT: ERIK FLOWERS

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CREDIT: DAN WILLIS

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SO WHAT IS UX?

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UX IS HOW PEOPLE FEEL WHEN THEY USE SOMETHING. @tsharon

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6 LEAN UX MINDSET CONCEPTS

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LEAN UX = GREAT UX

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LEAN = GREAT

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1

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TECHNOLOGY PSYCHOLOGY

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WHICH LATENCY PROBLEMS ARE IMPORTANT TO FIX?

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LEAN STARTUPS ARE IN THE PSYCHOLOGY BUSINESS

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SOLUTION PROBLEM

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PERFECTLY EXECUTING THE WRONG PLAN.

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LEAN STARTUPS ARE IN THE PROBLEM-FINDING BUSINESS

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3

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EXPERIENCE USER

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THE USER COMES BEFORE THE EXPERIENCE

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LEAN STARTUPS ARE IN THE USER BUSINESS

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D R

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MANY STARTUPS INVEST MORE ON DEVELOPMENT, NOT RESEARCH

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RECOGNIZE ASSUMPTIONS THEN TEST THEM

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PROGRESS MEANS LEARNING, NOT MAKING STUFF.

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LEAN STARTUPS ARE IN THE LEARNING BUSINESS

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5

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FEATURES GOALS

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IDENTIFY THE PRODUCT BY ITS FEATURES Internal combustion engine Four wheels with rubber tires A transmission connecting the engine to the drive wheels Engine and transmission mounted on metal chassis A steering wheel Comfortable to sit on Cuts grass quickly and easily

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LEAN STARTUPS ARE IN THE GOALS BUSINESS

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6

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BEHAVIOR ATTITUDE

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LEAN STARTUPS ARE IN THE BEHAVIOR BUSINESS

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DON’T LISTEN TO USERS

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OBSERVE BEHAVIOR @tsharon

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I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF ATTITUDE & BEHAVIOR

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STRONG POSITIVE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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STUDENTS WERE ASKED ABOUT THEIR ATTITUDE TOWARD CHEATING. A FEW WEEKS LATER, THEY WERE ASKED TO GRADE THEIR OWN TESTS. THERE WAS CLOSE TO ZERO CORRELATION BETWEEN ATTITUDE TOWARD CHEATING AND ACTUAL CHEATING. [COREY, 1937]

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MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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SOCIAL PSYCHOLOGISTS STARTED ASKING WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOR?

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6 FACTORS THAT AFFECT THE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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1

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ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT

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A GENERAL ATTITUDE CAN’T HELP IN PREDICTING SPECIFIC BEHAVIORS

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A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC & UNIQUE BEHAVIOR

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SPECIFIC BEHAVIOR NUMBER OF FRIENDS, LIKES, COMMENTS, AND SHARES ON FACEBOOK

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GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A ‘SOCIAL ANIMAL’?

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GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE PILL [DAVIDSON & JACCARD, 1979]

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ATTITUDE USING BIRTH CONTROL THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL IN THE NEXT 2 YEARS CORRELATION 0.08 0.32 0.53 0.57

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2

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ATTITUDE-BEHAVIOR RELATIONSHIP TIME BETWEEN MEASURMENTS

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PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT TIME- DIFFERENCE IS SHORT

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REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER TIME

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HOW MANY TIMES DID A USER DRAW A SCREEN THEY WANT, ONLY TO REJECT IT 3 MONTHS LATER? [AFTER YOU COMPLETED CODING THE DAMN THING]

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ATTITUDE-BEHAVIOR RELATIONSHIP WAY OF ACQUIRING ATTITUDE

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JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A FRIEND’S HOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIR FRIEND ANDY SAW A COMMERCIAL FOR THAT GAME. WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?

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PRINCIPLE PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION WITH BEHAVIOR

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APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT

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APPLICATION 2 TO UX ASK ABOUT PAST EXPERIENCES RATHER THAN PREDICTIONS OF THE FUTURE @tsharon

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ATTITUDE-BEHAVIOR RELATIONSHIP CLARITY OF ATTITUDE

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PRINCIPLE ATTITUDE & BEHAVIOR CORRELATION INCREASES WHEN ATTITUDE IS CLEARER

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STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MORE INFORMATION ABOUT CANDIDATES COMPARED TO STUDENTS WHO WERE NOT VERY UP-TO-DATE WITH CANDIDATE INFORMATION. [DAVIDSON ET AL, 1985]

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5

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ATTITUDE-BEHAVIOR RELATIONSHIP ACCESSIBILITY OF ATTITUDE TO CONSCIOUS

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PRINCIPLE CONSCIOUS- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR

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COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR OWN COMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTER PREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEM REPEATEDLY. [POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]

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ATTITUDE-BEHAVIOR RELATIONSHIP PERSONALITY

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PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY OF ATTITUDE & BEHAVIOR

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PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE DESIRED PUBLIC APPEARANCES

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IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]

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THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’

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WHAT DOES IT MEAN TO YOU?

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NEVER ASK WHAT THEY NEED

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BECAUSE HUMANS SUCK AT PREDICTING THE FUTURE YET THEY ARE HAPPY TO GIVE YOU THEIR OPINION

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INSTEAD, OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT TASK YOU TYPICALLY DO.

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NEVER ASK WHAT’S THEIR FEEDBACK WHAT DO YOU THINK ABOUT THIS COOL “SHARE” BUTTON?

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BECAUSE THEY’LL TELL YOU WHAT YOU WANT TO HEAR AND THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT

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INSTEAD, WATCH THEM USE IT CAN YOU SHOW ME HOW YOU DO THAT? @tsharon

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4 POINTERS FOR AWESOME UX

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BIOSENSORY INFORMATION

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COLOR AND CONTRUST

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PRE-ATTENTIVE PROCESSING

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COLOR SELECTION FIND THE PINK CIRCLE

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SHAPE SELECTION FIND THE PINK SQUARE

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CONJUNCTION OF FEATURES FIND THE PINK CIRCLE

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PRE-ATTENTIVE PROCESSING OF WEB PAGES IDENTIFY THE BETTER SITE

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PRIOR KNOWLEDGE

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IDENTIFY WHAT USERS ALREADY KNOW

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EMOTIONS

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IDENTIFY WHAT MAKES THEM TICK, CRINGE

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WHAT MAKES THEM HAPPY?

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goo.gl/w7ZPu

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RECAP

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LEAN STARTUPS ARE IN THE BUSINESS OF 1.  PSCYCHOLOGY 2.  PROBLEM-FINDING 3.  USER 4.  LEARNING 5.  GOALS 6.  BEHAVIOR

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PSYCHOLOGY OF ATTITUDE & BEHAVIOR 1.  Level of measurement 2.  Time between measurements 3.  Way of acquiring attitude 4.  Clarity of attitude 5.  Accessibility of attitude to conscious 6.  Personality

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GREAT UX MEANS KNOWING MORE ABOUT 1.  BIOSENSORY INFORMATION 2.  PRE-ATTENTIVE PROCESSING 3.  PRIOR KNOWLEDGE 4.  EMOTIONS

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LAST THOUGHTS

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I HAVE A GREAT IDEA

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I HAVE NO IDEA

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WE’RE GOING TO LEARN TOGETHER

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IF YOU WANT TO BE A GREAT ARCHEOLOGIST, GET OUT OF THE LIBRARY! @tsharon

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THAT’S LEAN AND MEAN

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THANK YOU @tsharon leanresearch.co

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ONLINE VIDEO COURSE RESEARCHING USER NEEDS http://teamtreehouse.com/library/researching-user-needs