Will Evans "Design Ethnography for Lean Teams"

Rashida is a graphic designer based in New York city. Find other work and contact information at her website www.rashidaprattis.com. Follow Will Evans at @semanticwill.

Transcript

1. DESIGN ETHNO- GRAPHY FOR LEAN TEAMS DESIGN ETHNO- GRAPHY FOR LEAN TEAMS DESIGN ETHNO- GRAPHY FOR LEAN TEAMS DESIGN ETHNO- GRAPHY FOR LEAN TEAMS DESIGN ETHNO- GRAPHY FOR LEAN TEAMS DESIGN ETHNO- GRAPHY FOR LEAN TEAMS DESIGN ETHNO- GRAPHY FOR LEAN TEAMS
2. RULES RULES RULES RULES RULES RULES RULES 1. I talk really fast, get used to it 2. Stop thinking and listen 3. Live tweet if it helps you remember 4. Write your questions down, ask them later
3. Wifi: User: Alley NYC Guest, PW: beawesome Hashtag: #LeanUX Drinking Game word: CONTEXT Next meetup: Jabe Bloom presents "Lean Team Experience Design" DETRITUS DETRITUS DETRITUS DETRITUS DETRITUS DETRITUS DETRITUS
4. “A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty.” –ERIC REIS
5. WHY RESEARCH? WHY RESEARCH? WHY RESEARCH? WHY RESEARCH? WHY RESEARCH? WHY RESEARCH? WHY RESEARCH? The most striking truth of this curve is that zero users give zero insights 12 o Insights People a lot
6. MALKOVICH BIAS MALKOVICH BIAS MALKOVICH BIAS MALKOVICH BIAS MALKOVICH BIAS MALKOVICH BIAS The tendency to believe that everyone uses technology exactly like you do.
7. Designing based on your own pain with no customer research is like buying a lottery ticket.
8. Lean Startup (and LeanUX) is a risk mitigation strategy.
9. A DIRTY SECRET A DIRTY SECRET A DIRTY SECRET A DIRTY SECRET A DIRTY SECRET A DIRTY SECRET A DIRTY SECRET
10. DON’T USE PROXIES DON’T USE PROXIES DON’T USE PROXIES DON’T USE PROXIES DON’T USE PROXIES DON’T USE PROXIES DON’T USE PROXIES
11. ETHNOGRAPHY WTF? ETHNOGRAPHY WTF? ETHNOGRAPHY WTF? ETHNOGRAPHY WTF? ETHNOGRAPHY WTF? ETHNOGRAPHY WTF? ETHNOGRAPHY WTF?
12. WHY ETHNOGRAPHY WHY ETHNOGRAPHY WHY ETHNOGRAPHY WHY ETHNOGRAPHY WHY ETHNOGRAPHY WHY ETHNOGRAPHY WHY ETHNOGRAPHY
13. is COMPLEXITY EVERYWHERE COMPLEXITY EVERYWHERE COMPLEXITY EVERYWHERE COMPLEXITY EVERYWHERE COMPLEXITY EVERYWHERE COMPLEXITY EVERYWHERE COMPLEXITY EVERYWHERE Ethnography offers a way to make sense of this complexity. It lets us see beyond our preconceptions and immerse ourselves in the world of others. Most importantly, it allows us to see patterns of behavior in a real world context – patterns that we can understand both rationally and intuitively.
14. “If you want to understand what motivates a girl to pick up a skateboard, you could bring her into a sterile laboratory and interrogate her… or you could spend a week in a skatepark observing her interacting with her friends, practicing new skills and having fun.”
15. + ETHNOGRAPHY DESIGN ETHNOGRAPHY DESIGN ETHNOGRAPHY DESIGN ETHNOGRAPHY DESIGN ETHNOGRAPHY DESIGN ETHNOGRAPHY DESIGN ETHNOGRAPHY DESIGN
16. LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY? LEAN ETHNOGRAPHY?
17. “We don’t see things as they are, we see them as we are.” –ANAIS NIN
18. NINE PROBLEMS WITH LEAN STARTUP CUSTOMER RESEARCH NINE PROBLEMS WITH LEAN STARTUP CUSTOMER RESEARCH NINE PROBLEMS WITH LEAN STARTUP CUSTOMER RESEARCH NINE PROBLEMS WITH LEAN STARTUP CUSTOMER RESEARCH
19. Most teams practicing Lean Startup don't start with a customer hypothesis; they work backwards from a solution hypothesis Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses for testing If GOOB is not conducted in the appropriate context, it almost never yields useful behavioral data GOOB relies far too heavily on self-reporting, which is almost useless. GOOB, when done poorly, is particularly prone to confirmation bias Most teams have a very hard time formulating assumptions as hypotheses Designing reliable experiments is a skill that takes time to learn People new to customer research are really bad at listening for weak signals When a customer interview is guided, it almost never provides opportunity for serendipitous insights to emerge
20. DESIGN RESEARCH SYSTEMATIC APPROACH DESIGN RESEARCH SYSTEMATIC APPROACH DESIGN RESEARCH DESIGN RESEARCH SYSTEMATIC APPROACH DESIGN RESEARCH SYSTEMATIC APPROACH DESIGN RESEARCH SYSTEMATIC APPROACH DESIGN RESEARCH SYSTEMATIC APPROACH as a
21. DESIGN ETHNOGRAPHY ALLOWS US TO DESIGN ETHNOGRAPHY ALLOWS US TO DESIGN ETHNOGRAPHY ALLOWS US TO DESIGN ETHNOGRAPHY ALLOWS US TO DESIGN ETHNOGRAPHY ALLOWS US TO DESIGN ETHNOGRAPHY ALLOWS US TO DESIGN ETHNOGRAPHY ALLOWS US TO
22. 1. Discover the semantics of living
23. 2. Decode signifiers of cultural practice
25. 3. Understand the language people use
26. CONTEXT KING CONTEXT KING CONTEXT KING CONTEXT KING CONTEXT KING CONTEXT KING CONTEXT KING is
27. SELF-REPORTING MOSTLY SHIT SELF-REPORTING MOSTLY SHIT SELF-REPORTING MOSTLY SHIT SELF-REPORTING MOSTLY SHIT SELF-REPORTING MOSTLY SHIT is
28. PEOPLE'S HACKS ARE A GREAT INSIGHT PEOPLE'S HACKS ARE A GREAT INSIGHT PEOPLE'S HACKS ARE A GREAT INSIGHT PEOPLE'S HACKS ARE A GREAT INSIGHT PEOPLE'S HACKS ARE A GREAT INSIGHT PEOPLE'S HACKS ARE A GREAT INSIGHT PEOPLE'S HACKS ARE A GREAT INSIGHT
29. EIGHT STEPS IN ETHNOGRAPHIC RESEARCH EIGHT STEPS IN ETHNOGRAPHIC RESEARCH EIGHT STEPS IN ETHNOGRAPHIC RESEARCH EIGHT STEPS IN ETHNOGRAPHIC RESEARCH EIGHT STEPS IN ETHNOGRAPHIC RESEARCH EIGHT STEPS IN ETHNOGRAPHIC RESEARCH EIGHT STEPS IN ETHNOGRAPHIC RESEARCH
30. 1. Define your customer hypothesis
31. 2. Identify the people and validate they exist
32. 3. Plan your approach
33. 4. Conduct Paired Research #SHOEUPBITCHES
34. 5. Become a "habit-farmer"
35. 6. Search for Patterns & Themes
36. 7. Co-Generate & Share Insights
37. 8. Perform your narrative
38. KEYS TO GOOD ETHNOGRAPHY KEYS TO GOOD ETHNOGRAPHY KEYS TO GOOD ETHNOGRAPHY KEYS TO GOOD ETHNOGRAPHY KEYS TO GOOD ETHNOGRAPHY KEYS TO GOOD ETHNOGRAPHY KEYS TO GOOD ETHNOGRAPHY
39. Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of people superficially.
40. Holistically study people’s behaviors and experiences in daily life. You won't find this in a lab, focus group, or 5 minute interview on the street.
41. Learn to ask probing, open questions, gathering as much data as possible to inform your understanding.
42. Practice “active seeing,” and “active listening.” Record every minutiae of daily existence, and encode on post-its.
43. Use digital tools for asynchronous data gathering: tumblr, facebook, twitter, instagram
44. Use collaborative sense-making activities like the Cynefin framework and affinity diagramming for active sensemaking.
45. Map the stories from insights back to the original problem. Did it validate or invalidate the customer hypothesis?
46. NOW YOU CAN THINK ABOUT YOUR SOLUTION HYPOTHESIS Did the new insights provide potentially richer opportunities to solve?
47. @SemanticWill W I L L E V A N S DIRECTOR OF DESIGN THANKS THANKS THANKS THANKS THANKS THANKS THANKS