Lean User Research Workshop German UPA

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LEAN USER RESEARCH @tsharon (Twitter & Instagram) Facebook.com/leanresearch Rosenfeldmedia.com/books/lean- user-research Instagram: #validatingstory

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INVALIDATE ASSUMPTIONS ABOUT: • BUSINESS • USERS • FEATURES

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INTRO RESEARCH EXERCISES Q&A

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INTRODUCTION TO LEAN USER RESEARCH

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3 YEARS AGO...

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200

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“WHAT QUESTIONS HAVE YOU ASKED YOURSELF ABOUT YOUR AUDIENCE?”

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STRONG NEED WEAK WANT

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RIGHT QUESTIONS WRONG ANSWERS

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100s

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WHAT’S A PROBLEM?

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GAP BETWEEN CURRENT AND DESIRED STATE

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HOW MUCH THE PROBLEM OWNER CARES ABOUT IT

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WHAT’S A NEED?

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A NECESSITY ARISING FROM A PROBLEM

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WHAT’S A WANT?

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A PERCEIVED NEED

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WHY ARE NEEDS MORE CRITICAL THAN WANTS?

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NEEDS

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WHAT’S A REQUIREMENT?

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BIG ORGS ê SPEC DOC ê REQUIREMENTS

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A WAY OF FRAMING A NEED TO MANAGE THE WORK OF A TEAM - JOSH SEIDEN

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“DEVELOP A SMART SHOPPING CART FOR GROCERY STORES THAT HELPS PEOPLE SCAN AND PAY FOR PRODUCTS AS THEY WALK IN THE STORE.” ?

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PROBLEM NEED WANT REQUIREMENT: GAP+CARING NECCESITY ARISING FROM PROBLEM PERCEIVED NEED FRAMING A NEED FOR WORK

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CAN WE BUILD IT? SHOULD WE BUILD IT?

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ERIC RIES ON USER RESEARCH

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WHAT’S A PRODUCT WORTH BUILDING?

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LEAN USER RESEARCH

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PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.

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INVALIDATE

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PRINCIPLES OF LEAN USER RESEARCH

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LEAN USER RESEARCH PRINCIPLE PRECISELY-STATED QUESTIONS

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WHAT DECISION ARE YOU HOPING TO MAKE BASED ON RESEARCH RESULTS?

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LEAN USER RESEARCH PRINCIPLE FALL IN LOVE WITH A PROBLEM

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LEAN USER RESEARCH PRINCIPLE BEHAVIORISM

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“CONCERN YOURSELF WITH OBSERVABLE BEHAVIOR NOT WITH EVENTS THAT TAKE PLACE IN PEOPLE’S MINDS” -SKINNER

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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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DON’T ASK WHAT PEOPLE NEED

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INSTEAD OBSERVE WHAT THEY DO

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DON’T ASK FOR FEEDBACK

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INSTEAD WATCH PEOPLE USE THE THING

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LEAN USER RESEARCH PRINCIPLE CONTINUOUS RESEARCH

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RESEARCH NEVER ENDS. IT’S NEVER DONE. ALWAYS LEARN FROM USERS.

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LEAN USER RESEARCH PRINCIPLE NIMBLE & FAST

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ALMOST EVERY ‘HEAVY’ RESEARCH METHOD HAS A NIMBLE FLAVOR

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LEAN USER RESEARCH PRINCIPLE RICH REPORTING

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HAVE THE TEAM EXPERIENCE RESEARCH RATHER THAN READ ABOUT IT

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LEAN USER RESEARCH PRINCIPLE IT’S EVERYONE’S

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PRECISELY-STATED QUESTIONS LOVE A PROBLEM BEHAVIORISM CONTINUOUS RESEARCH NIMBLE & FAST RICH REPORTING IT’S EVERYONE’S

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SHARED UNDERSTANDING

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WHAT WE’LL DO TODAY

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QUESTION

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HOW CAN WE IMPROVE THE IN-STORE GROCERY SHOPPING EXPERIENCE WITH TECHNOLOGY?

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INTRO RESEARCH EXERCISES Q&A

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RESEARCH EXERCISES

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ASSUMPTIONS & HYPOTHESES

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HYPOTHESES ARE BETTER FOR FRAMING REQUIREMENTS

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HYPOTHESIS = ASSUMPTION + TEST

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STATING HYPOTHESES

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WE BELIEVE THAT [DOING THIS] FOR [THESE PEOPLE] WILL ACHIEVE [THIS OUTCOME*]. WE’LL KNOW THIS IS TRUE WHEN WE SEE [THIS MARKET FEEDBACK]. *OUTCOME IS THE CHANGE IN THE WORLD AFTER WE CREATE A PRODUCT/SERVICE

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WE BELIEVE THAT MOMS WHO VISIT GROCERY STORES WITH THEIR KIDS WILL PAY FOR A DEVICE THAT MAKES THEIR SHOPPING EXPERIENCE FASTER AND MORE FUN FOR THEIR KIDS. WE’LL KNOW THIS IS TRUE WHEN: 1. MOMS USE OUR PROTOTYPE EFFICIENTLY 2. KIDS HAVE FUN WHILE MOMS ARE SHOPPING

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EXERCISE

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WORK IN GROUPS

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STATE 2-3 HYPOTHESES

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WE BELIEVE THAT [DOING THIS] FOR [THESE PEOPLE] WILL ACHIEVE [THIS OUTCOME]. WE’LL KNOW THIS IS TRUE WHEN WE SEE [THIS MARKET FEEDBACK]. RESEARCH QUESTION: HOW CAN WE IMPROVE THE IN- STORE GROCERY SHOPPING EXPERIENCE WITH TECHNOLOGY? DOING… FOR THESE PEOPLE OUTCOME TEST

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OBSERVING USERS

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FIELD STUDY CONTEXTUAL INQUIRY FLY ON THE WALL SHADOWING ETHNOGRAPHY GUIDED TOUR

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WHAT TO LOOK FOR WHEN OBSERVING PEOPLE?

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ROUTINES

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INTERACTIONS

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INTERRUPTIONS

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SHORTCUTS

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CONTEXTS

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RITUALS

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JARGON

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ANNOYANCES

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DELIGHTS

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TRANSITIONS

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TRY TO…

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VIDEO RECORD

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TAKE PHOTOS

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COLLECT ARTIFACTS

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SKETCHNOTE

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QUICK DEBRIEF

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WHAT WAS MOST IMPORTANT TO THE PARTICIPANT?

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WHAT SURPRISED YOU?

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WHAT STOOD OUT?

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WHAT SHOULD WE DO DIFFERENTLY?

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EXERCISE

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WE WILL NOW WATCH 2 OBSERVATION VIDEOS

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WORK IN GROUPS

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WRITE DOWN INSIGHTS, OBSERVATIONS

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WHAT TO DO? 1. WRITE DOWN INSIGHTS, OBSERVATIONS 2. GROUP DEBRIEF AFTER EACH VIDEO: •  WHAT WAS MOST IMPORTANT? •  WHAT SURPRISED YOU? •  WHAT STOOD OUT? •  WHAT SHOULD WE DO DIFFERENTLY?

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WHAT DID YOU LEARN?

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EVIDENCE-BASED DESIGN

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WHAT DO PEOPLE WANT?

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ONCE PEOPLE READ, HEAR, OR TALK ABOUT OR INTERACT WITH THE PRODUCT, WOULD THEY WANT TO BUY AND USE IT?

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NOT A QUESTION ABOUT DESIGN AND UX OF PRODUCTS, BUT ONE THAT CONCERNS MARKETING

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3 STEPS OF REALIZING YOU WANT SOMETHING

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KNOW ABOUT IT

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UNDERSTAND VALUE

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ACCEPT COST

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REMINDER: IT HAS NOTHING TO DO WITH PRODUCT DESIGN

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TRUE STORY

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CONCIERGE MVP

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AN MVP THAT MANUALLY PROVIDES THE FUNCTIONALITY OF THE PRODUCT TO THE CUSTOMER

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STEPS

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DECIDE TO RUN IT WHEN YOU ARE IN EXPLORATION MODE

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WHEN THERE IS NO PRODUCT YET

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WHEN YOU ARE NOT SURE HOW TO SOLVE THE PROBLEM

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PREPARE USING THE CONCIERGE MVP BOARD Bit.ly/validating-chapter-5-concierge-template

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DEFINE PROBLE, DIGITAL SOLUTION, & MANUAL SOLUTION

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EXAMPLE 1: ASSISTING LOST SHOPPERS

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PROBLEM: Men find it hard to find their way around a grocery store when they shop for groceries. They waste a lot of time trying to find certain items, while not willing to admit they can't find them and get help from grocery personnel.

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DIGITAL SOLUTION: An iPad mounted on a grocery- shopping cart with an app that allows shoppers to take a photo of their shopping list. The app then provides the shortest, most effective route to shop for groceries in the list.

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MANUAL SOLUTION: A personal assistant (not wearing a store uniform so that others don't know the customer is getting help) walks with the customer in the store and shows him where groceries are located. The assistance guides the male shopper through a preferred route, which saves the customer's time.

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EXAMPLE 2: MATCHING COLORS

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PROBLEM: People who want to paint a room have no idea which wall color goes well with existing room furniture and floor color. They want to be creative and cool, but don't know how.

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DIGITAL SOLUTION: A website allows people to upload room photos. As users select walls they want to paint, they are presented with suggestions for matching colors based on the color palette of the furniture in the room.

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MANUAL SOLUTION: An interior designer who specializes in color theory and practice sends color suggestions accompanied by rationale to customers who sent room photos via email. The designer also offers a 15- minute phone consultation to answer customers' questions.

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EXAMPLE 3: MANAGING ENTERPRISE MOBILE SECURITY

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PROBLEM: Enterprises need to deal with multiple unusable applications for managing mobile security and privacy, specifically for mobile messaging and biometrics.

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DIGITAL SOLUTION: A software product that integrates with various mobile security and networking services while providing a dashboard for evaluating security threats, as well as actionable recommendations for dealing with them.

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MANUAL SOLUTION: An enterprise network security expert who is well-informed and experienced provides an in-house review and consultation to enterprise data security departments. The expert's output is a detailed report about potential security breaches and action remedies.

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FIND CUSTOMERS AND PITCH CONCIERGE MVP

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SERVE THE CONCIERGE MVP TO CUSTOMERS

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KEEP INTERACTION WITH CUSTOMERS TO A MINIMUM

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PROACTIVELY SEEK FEEDBACK

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MAKE CHANGES AND REPEAT A FEW TIMES

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ASK FOR PAYMENT AND PAY ATTENTION TO RESPONSE

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EXERCISE

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PLAN A CONCIERGE MVP TO TEST ONE OF YOUR ASSUMPTIONS

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1. PROBLEM 2. DIGITAL SOLUTION 3. MANUAL SOLUTION 4. WHERE TO TEST

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INTRO RESEARCH EXERCISES Q&A

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Researching User Needs Online Course Experience sampling, Observation, Interviewing teamtreehouse.com/library/researching-user-needs Remotely Possible 6-episode webinar on remote research with Steve Krug and I goo.gl/aeT4g8 Monthly Lean User Research Newsletter Resources, videos, training announcements mad.ly/signups/113417/join

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SLIDES: Bit.ly/lean-research-gupa

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THANK YOU @tsharon (Twitter & Instagram) Facebook.com/leanresearch Rosenfeldmedia.com/books/ lean-user-research Instagram: #validatingstory