Lean, Mean UX: The Mindset You Need to Develop Products People Desire

Many entrepreneurs start companies based on their personal experience — they see a problem waiting to be solved and come up with a solution. Often, they then attempt to perfectly execute the wrong plan. This presentation reviews seven concepts that demonstrate lean and mean UX, the role of attitude and behavior in customer development, and strategies that could make or break your product.

Transcript

1. LEAN, MEAN UX: THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE TOMER SHARON, UX RESEARCHER, GOOGLE @tsharon
2. I HAVE A GREAT IDEA
3. THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE 17 UX DEFINITIONS 7 LEAN UX MINDSET CONCEPTS 6 ATTITUDE & BEHAVIOR FACTORS 6 UX POINTERS FOR AWESOME UX
4. WHAT IS UX?
21. SO WHAT IS UX?
22. HOW PEOPLE FEEL WHEN THEY USE SOMETHING.
23. AND WHAT’S UX RESEARCH?
24. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.
25. 7 LEAN UX MINDSET CONCEPTS
26. LEAN UX = GREAT UX
27. LEAN = GREAT
28. TECHNOLOGY   PSYCHOLOGY  
29. WHICH LATENCY PROBLEMS ARE IMPORTANT TO FIX?  
30. LEAN STARTUPS ARE IN THE PSYCHOLOGY BUSINESS
31. SOLUTION   PROBLEM  
32. PERFECTLY EXECUTING THE WRONG PLAN.  
34. LEAN STARTUPS ARE IN THE PROBLEM-FINDING BUSINESS
35. EXPERIENCE   USER  
36. THE USER COMES BEFORE THE EXPERIENCE
37. LEAN STARTUPS ARE IN THE USER BUSINESS
38. D   R  
39. MANY STARTUPS INVEST IN DEVELOPMENT, NOT RESEARCH
40. RECOGNIZE ASSUMPTIONS THEN TEST THEM
41. PROGRESS MEANS LEARNING, NOT MAKING STUFF.  
42. LEAN STARTUPS ARE IN THE LEARNING BUSINESS
43. RESEARCH   DESIGN  
44. MANY STARTUPS BELIEVE DESIGN IS CRITICAL
45. LEAN STARTUPS ARE IN THE RESEARCH BUSINESS
46. FEATURES   GOALS  
47. 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
49. LEAN STARTUPS ARE IN THE GOALS BUSINESS
50. BEHAVIOR   ATTITUDE  
51. LEAN STARTUPS ARE IN THE BEHAVIOR BUSINESS
52. DON’T LISTEN TO USERS
53. OBSERVE BEHAVIOR
54. I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF ATTITUDE & BEHAVIOR
55. STRONG RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
56. A CHINESE COUPLE VISITED 250 RESTAURANTS & HOTELS IN THE US AND GOT ONE REFUSAL TO BE SERVICED. A LETTER SENT TO THE SAME BUSINESSES ASKING IF THEY WOULD SERVE CHINESE CUSTOMERS GOT A REFUSAL FROM 92%. [LAPIERRE, 1934]
57. 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]
58. In a recent UK-wide study, 99% of people interviewed at motorway service stations toilets claimed they had washed their hands after going to the toilet. Electronic recording devices revealed only 32% of men and 64% of women actually did. - BBC, OCTOBER 2012
59. MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
60. SOCIAL PSYCHOLOGISTS STARTED ASKING WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOR?
61. 6 FACTORS THAT AFFECT THE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
62. ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT
63. A GENERAL ATTITUDE CAN’T HELP IN PREDICTING SPECIFIC BEHAVIORS
64. GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A ‘SOCIAL ANIMAL’?
65. SPECIFIC BEHAVIOR NUMBER OF FRINEDS, LIKES, COMMENTS, AND SHARES ON FACEBOOK
66. A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC & UNIQUE BEHAVIOR
67. GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE PILL [DAVIDSON & JACCARD, 1979]
68. 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
69. ATTITUDE-BEHAVIOR RELATIONSHIP TIME BETWEEN MEASURMENTS
70. PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT TIME- DIFFERENCE IS SHORT
71. REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER TIME
72. 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]
73. ATTITUDE-BEHAVIOR RELATIONSHIP WAY OF ACQUIRING ATTITUDE
74. 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?
75. PRINCIPLE PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION WITH BEHAVIOR
76. APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT
77. APPLICATION 2 TO UX ASK ABOUT PAST EXPERIENCES RATHER THAN PREDICTIONS OF THE FUTURE
78. ATTITUDE-BEHAVIOR RELATIONSHIP CLARITY OF ATTITUDE
79. PRINCIPLE ATTITUDE & BEHAVIOR CORRELATION INCREASES WHEN ATTITUDE IS CLEARER
80. 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]
81. RESEARCHERS MEASURED PREGNANT WOMEN’S ATTITUDES TOWARD BREASTFEEDING, THEN MEASURED WHO OF THEM BREASTFED. A STRONGER CORRELATION BETWEEN ATTITUDE & BEHAVIOR WAS FOUND AMONG WOMEN WHO GAVE BIRTH BEFORE. [MANSTEAD, PROFFITT & SMART, 1983]
82. ATTITUDE-BEHAVIOR RELATIONSHIP ACCESSIBILITY OF ATTITUDE TO CONSCIENCE
83. PRINCIPLE CONSCIENCE- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR
84. 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]
85. ATTITUDE-BEHAVIOR RELATIONSHIP PERSONALITY
86. PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY OF ATTITUDE & BEHAVIOR
87. PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE DESIRED PUBLIC APPEARANCES
88. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
89. THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
91. WHAT DOES IT MEAN TO YOU?
92. DON’T ASK WHAT THEY NEED DO YOU THINK THIS IS A GOOD FEATURE TO HAVE?
93. INSTEAD OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT TASK YOU TYPICALLY DO.
94. DON’T ASK WHAT IS THEIR FEEDBACK WHAT DO YOU THINK ABOUT THIS COOL “SHARE” BUTTON?
95. INSTEAD WATCH THEM USE IT CAN YOU SHOW ME HOW YOU DO THAT?
96. 6 UX POINTERS FOR AWESOME UX
97. BIOSENSORY INFORMATION
98. COLOR AND CONTRAST
101. PRE-ATTENTIVE PROCESSING
102. COLOR SELECTION FIND THE PINK CIRCLE
104. SHAPE SELECTION FIND THE PINK SQUARE
106. CONJUNCTION OF FEATURES FIND THE PINK CIRCLE
108. PRE-ATTENTIVE PROCESSING OF WEB PAGES IDENTIFY THE BETTER SITE
111. PRIOR KNOWLEDGE
113. IDENTIFY WHAT USERS ALREADY KNOW
114. LEARNING
115. IDENTIFY WHAT USERS NEED TO LEARN
116. MOTIVATION
117. IDENTIFY WHAT USERS WANT NEED TO DO
118. EMOTIONS
119. IDENTIFY WHAT MAKES THEM TICK, CRINGE
120. WHAT MAKES THEM HAPPY?
121. goo.gl/w7ZPu
122. RECAP
123. LEAN STARTUPS ARE IN THE BUSINESS OF 1.  PSCYCHOLOGY 2.  PROBLEM-FINDING 3.  USER 4.  LEARNING 5.  RESEARCH 6.  GOALS 7.  BEHAVIOR
124. 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 conscience 6.  Personality
125. GREAT UX MEANS KNOWING MORE ABOUT 1.  BIOSENSORY INFORMATION 2.  PRE-ATTENTIVE PROCESSING 3.  PRIOR KNOWLEDGE 4.  LEARNING 5.  MOTIVATION 6.  EMOTIONS
126. LAST THOUGHTS
127. I HAVE A GREAT IDEA
128. I HAVE NO IDEA
129. WE’RE GOING TO LEARN TOGETHER
130. THAT’S LEAN AND MEAN
131. THANKS FOR COMING @tsharon