Lean User Research workshop at NUMA Paris

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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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TOMER SHARON HEAD OF UX, WEWORK XOOGLER DRONES SNOWMOBILES DRUMS WWE

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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 THEM 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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RESEARCH QUESTIONS

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ASSUMPTIONS PHRASED AS QUESTIONS

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DEFINE SPECIFICS OF WHAT YOU ARE AFTER

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CORE OF A STUDY PLAN

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THE EPICENTER OF ANY RESEARCH ACTIVITY

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REQUIRE MOST ATTENTION

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HELP TIGHTEN THE STUDY SCRIPT

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PREVENT DRIFTING AWAY TO IRRELEVANT AREAS

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A STUDY GOAL IS GENERAL. RESEARCH QUESTIONS ARE SPECIFIC.

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GOAL: UNCOVER USER NEEDS FOR SCHEDULING DOCTOR APPOINTMENTS

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RESEARCH QUESTIONS: 1.  HOW PEOPLE SCHEDULE DOCTOR APPOINTMENTS? 2.  WHAT ARTIFACTS PEOPLE USE FOR SCHEDULING DOCTOR APPOINTMENTS? 3.  WHAT ARE PEOPLE’S PAIN POINTS AND DELIGHTS DURING THE PROCESS? 4.  WHAT ARE SOME OPPORTUNITIES FOR PROBLEM SOLVING IN THIS REALM?

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WHERE DO RESEARCH QUESTIONS COME FROM?

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ASSUMPTIONS ABOUT PEOPLE, USERS, & DESIGNS

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REASON FOR REQUESTING A USER STUDY

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TEAM DILEMMAS

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DECISIONS THE TEAM IS TRYING TO MAKE

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BIG BOSSES

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QUESTIONS OVER METHODS

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SHARE YOUR ASSUMPTIONS ABOUT: • BUSINESS • USERS • FEATURES

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RESEARCH EXERCISES

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EXERCISE

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TAKE 15 MINUTES TO WRITE DOWN YOUR RESEARCH QUESTIONS

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FREE EXPLORATION EXPERIENCE SAMPLING CONCIERGE MVP

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FREE EXPLORATION

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HOW REAL PEOPLE CURRENTLY SOLVE REAL PROBLEMS WITHOUT “GETTING OUT OF THE BUILDING”

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“SHOW US HOW YOU ACCOMPLISH THIS GOAL”

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PREVENTS YOU FROM DEVELOPING PRODUCTS THAT NOBODY NEEDS

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4 TYPES: IN-PERSON (IN-HOUSE OR FIELDWORK) REMOTE INTERVIEW (PHONE OR VC) REMOTE WALKTHROUGH REMOTE FREE EXPLORATION

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FREE EXPLORATION COMES BEFORE USABILITY BECAUSE

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DO THE RIGHT THING, NOT JUST THINGS RIGHT.

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FALL IN LOVE WITH A PROBLEM

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KNOW A LOT ABOUT IT WHY IS IT A PROBLEM? DO PEOPLE CARE? WHY? HOW DO THEY SOLVE IT? WHO HAS THIS PROBLEM? DO ENOUGH PEOPLE HAVE IT?

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REMOTE FREE EXPLORATION ADVANTAGE: FAST, CHEAP, BROAD AUDIENCE DISADVANTAGE: YOU ARE NOT ACTUALLY THERE

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USERTESTING

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EXERCISE

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TAKE 30 MINUTES TO PREPARE 1-2 TASKS FOR A REMOTE FREE EXPLORATION. E.G., “SHOW US HOW YOU SCHEDULE A MEETING”

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ALSO, PREPARE SCREENING CRITERIA FOR WHO YOU WANT TO PARTICIPATE. E.G., STUDENTS AGES 17-25.

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WHEN READY, USE THIS FORM TO SUBMIT YOUR TASKS AND SCREENING CRITERIA: bit.ly/free-exploration-exercise

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EXPERIENCE SAMPLING

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A STRATEGIC RESEARCH TECHNIQUE FOR UNCOVERING USER NEEDS.

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RESEARCH PARTICIPANTS ARE INTERRUPTED SEVERAL TIMES A DAY TO NOTE THEIR EXPERIENCE IN REAL TIME

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DIN

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WHAT PEOPLE WANT TO KNOW WHAT PEOPLE SEARCH ON GOOGLE

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WHAT TYPE OF WRITER AM I? BARACK OBAMA HEIGHT

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OPPORTUNITY

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EXPERIENCE SAMPLING OUTCOMES

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INSIGHTS ABOUT USER NEEDS

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IDEAS FOR USEFUL PRODUCTS

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CURRENT PAIN POINTS AND DELIGHTS

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DATA ABOUT EXPERIENCE CATEGORIES

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PREPARATIONS

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CAREFULLY PHRASE THE QUESTION REPEATED BEHAVIOR NO YES/NO NO OPINIONS NOT QUANT DON’T “AVERAGE” THE EXPERIENCE BE SPECIFIC

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DIN: WHAT DID YOU WANT TO KNOW RECENTLY? WHY?

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HOW LONG? HOW MANY NOTIFICATIONS??

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8 x 3 x 100 TIMES A DAY DAYS PARTICIPANTS

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PLAN A NOTIFICATION TO REQUIRE A TOTAL OF <1 MIN

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CHOOSE A MEDIUM: SMS, EMAIL, APP, PHONE

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LAUNCH & TRACK

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ADJUST PARTICIPANT BEHAVIOR, CLARIFY

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BEGIN ANALYSIS

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DATA ANALYSIS

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DECIDE ON CATEGORIES

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CLASSIFY DATA

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ADJUST CATEGORIES

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CLEAN THE DATA AS YOU GO

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GENERATE FREQUENCY CHARTS, IDENTIFY THEMES

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GENERATE FREQUENCY CHARTS, IDENTIFY THEMES

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EYEBALL THE DATA

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EXERCISE

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GOOD OR BAD QUESTIONS?

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WHAT IS THE REASON YOU USE YOUR MOBILE PHONE WHILE SHOPPING?

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THE LAST TIME YOU WENT SHOPPING, WHAT WAS THE REASON YOU USED YOUR PHONE TO HELP YOU SHOP?

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HOW OFTEN DO YOU CHECK YOUR PHONE TO REMEMBER YOUR SHOPPING ITEMS?

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WOULD YOU PREFER TO DO YOUR SHOPPING ONLINE TO SAVE TIME?

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WHAT WAS THE REASON YOU RECENTLY SHOPPED ONLINE?

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WHAT DID YOU DO WHEN YOU RECENTLY WENT TO A CLOTHING STORE?

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WHAT WAS THE BIGGEST CHALLENGE FOR YOU THE LAST TIME YOU WENT TO A CLOTHING STORE?

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WHAT PART OF THE SHOPPING EXPERIENCE IS MOST DIFFICULT FOR YOU?

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WHAT WAS MOST DIFFICULT FOR YOU THE LAST TIME YOU WENT TO A SHOE STORE?

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THE LAST TIME YOU NEEDED TO REMEMBER TO PURCHASE SOMETHING, WHAT DID YOU DO TO MAKE SURE YOU DON’T FORGET TO BUY IT?

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EXERCISE

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PHRASE AN EXPERIENCE SAMPLING QUESTION Bit.ly/experience-sampling-question

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THE RAINBOW SPREADSHEET

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COLORFUL COLLABORATION TOOL

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A SPREADSHEET WITH WHICH DATA COLLECTED DURING A USER STUDY IS CENTRALLY DOCUMENTED COLLABORATIVELY BY A TEAM

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THE SPREADSHEET SERVES AS THE CENTERPIECE FOR LESSONS LEARNED FROM A STUDY AND LATER TURNS INTO THE FINAL REPORT

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ADVANTAGES INVOLVES THE ENTIRE TEAM FAST TURNAROUND OF RESULTS COMMITMENT TO ACT ON RESULTS VISUAL INFO CLARIFIES WHAT’S IMPORTANT NO REPORT

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DISADVANTAGES ENGINEERS STOP CODING SOME PEOPLE CAN’T ATTEND CAN’T BE USED IN SOME ORGANIZATIONS NO REPORT

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EXERCISE

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LET’S WATCH A COUPLE OF USERTESTING VIDEOS

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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 YOUR FEATURE ASSUMPTION

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

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Q&A

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MY BOOK WILL BE OUT ON JAN 19. PRE-ORDER NOW FOR A 30% DISCOUNT. DISCOUNT WILL NOT BE AVAILABLE AFTER JAN 19.

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