Lean, Mean UX: The mindset you need to develop products people desire (GDG TLV)

This presentation is targeted at startup developers, product managers, and others, as well as designers. Many entrepreneurs start companies based on their personal experience that made them realize there's a problem waiting to be solved with their solution. They then tend to face the technological challenge and focus on perfectly executing the wrong plan. This presentation reviews seven concepts that demonstrate lean and mean UX: mindsets that would make or break your approach to your customers, product, and plan to rule the world. It focuses on one of the more important concepts of understanding the relationship between attitude and behavior in customer development, and ends with six pointers for awesome UX.

Transcript

1. LEAN, MEAN UX: THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE
2. THANK YOU!
3. @tsharon
4. I HAVE A GREAT IDEA
5. 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
6. WHAT IS UX?
7. HOW PEOPLE FEEL WHEN THEY USE SOMETHING.
8. AND WHAT’S UX RESEARCH?
9. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.
10. UX RESEARCH IS ABOUT METHODOLOGIES ANSWERING QUESTIONS
11. 7 LEAN UX MINDSET CONCEPTS
13. LEAN UX = GREAT UX
14. LEAN = GREAT
16. TECHNOLOGY   PSYCHOLOGY  
17. WHICH LATENCY PROBLEMS ARE IMPORTANT TO FIX?  
18. LEAN STARTUPS ARE IN THE PSYCHOLOGY BUSINESS
20. SOLUTION   PROBLEM  
22. PERFECTLY EXECUTING THE WRONG PLAN.  
24. LEAN STARTUPS ARE IN THE PROBLEM-FINDING BUSINESS
26. EXPERIENCE   USER  
27. THE USER COMES BEFORE THE EXPERIENCE
28. LEAN STARTUPS ARE IN THE USER BUSINESS
30. D   R  
31. MANY STARTUPS INVEST IN DEVELOPMENT, NOT RESEARCH
32. RECOGNIZE ASSUMPTIONS AND TEST THEM
33. PROGRESS MEANS LEARNING, NOT MAKING STUFF.  
34. LEAN STARTUPS ARE IN THE LEARNING BUSINESS
36. TOGETHER   ALONE  
37. LEAN UX IS SOMETHING YOU DO AS A TEAM
38. LEAN STARTUPS ARE IN THE COLLABORATION BUSINESS
40. FEATURES   GOALS  
41. 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
43. LEAN STARTUPS ARE IN THE GOALS BUSINESS
45. I HAVE A GREAT IDEA
46. Demo
47. BEHAVIOR   ATTITUDE  
48. LEAN STARTUPS ARE IN THE BEHAVIOR BUSINESS
49. DON’T LISTEN TO USERS
50. OBSERVE BEHAVIOR
51. I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF ATTITUDE & BEHAVIOR
52. STRONG RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
53. 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]
54. 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]
55. 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
56. MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
57. SOCIAL PSYCHOLOGISTS STARTED ASKING WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOR?
58. 6 FACTORS THAT AFFECT THE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
60. ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT
61. A GENERAL ATTITUDE CAN’T HELP IN PREDICTING SPECIFIC BEHAVIORS
62. GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A ‘SOCIAL ANIMAL’?
63. SPECIFIC BEHAVIOR NUMBER OF FRINEDS, LIKES, COMMENTS, AND SHARES ON FACEBOOK
64. A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC & UNIQUE BEHAVIOR
65. GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE PILL [DAVIDSON & JACCARD, 1979]
66. 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
68. ATTITUDE-BEHAVIOR RELATIONSHIP TIME BETWEEN MEASURMENTS
69. PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT TIME- DIFFERENCE IS SHORT
70. REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER TIME
71. 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
79. ATTITUDE-BEHAVIOR RELATIONSHIP CLARITY OF ATTITUDE
80. PRINCIPLE ATTITUDE & BEHAVIOR CORRELATION INCREASES WHEN ATTITUDE IS CLEARER
81. 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]
82. 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]
84. ATTITUDE-BEHAVIOR RELATIONSHIP ACCESSIBILITY OF ATTITUDE TO CONSCIENCE
85. PRINCIPLE CONSCIENCE- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR
86. 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]
88. ATTITUDE-BEHAVIOR RELATIONSHIP PERSONALITY
89. PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY OF ATTITUDE & BEHAVIOR
90. PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE DESIRED PUBLIC APPEARANCES
91. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
92. THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
94. WHAT DOES IT MEAN TO YOU?
95. DON’T ASK WHAT THEY NEED DO YOU THINK THIS IS A GOOD FEATURE TO HAVE?
96. INSTEAD OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT TASK YOU TYPICALLY DO.
97. DON’T ASK WHAT IS THEIR FEEDBACK WHAT DO YOU THINK ABOUT THIS COOL “SHARE” BUTTON?
98. INSTEAD WATCH THEM USE IT CAN YOU SHOW ME HOW YOU DO THAT?
99. 6 UX POINTERS FOR AWESOME UX
100. BIOSENSORY INFORMATION
101. COLOR AND CONTRAST
104. PRE-ATTENTIVE PROCESSING
105. COLOR SELECTION FIND THE PINK CIRCLE
107. SHAPE SELECTION FIND THE PINK SQUARE
109. CONJUNCTION OF FEATURES FIND THE PINK CIRCLE
111. PRE-ATTENTIVE PROCESSING OF WEB PAGES IDENTIFY THE BETTER SITE
114. PRIOR KNOWLEDGE
116. IDENTIFY WHAT USERS ALREADY KNOW
117. LEARNING
118. IDENTIFY WHAT USERS NEED TO LEARN
119. MOTIVATION
120. IDENTIFY WHAT USERS WANT NEED TO DO
121. EMOTIONS
122. IDENTIFY WHAT MAKES THEM TICK, CRINGE
123. WHAT MAKES THEM HAPPY?
124. goo.gl/w7ZPu
125. RECAP
126. LEAN STARTUPS ARE IN THE BUSINESS OF 1.  PSCYCHOLOGY 2.  PROBLEM-FINDING 3.  USER 4.  LEARNING 5.  COLLABOARTION 6.  GOALS 7.  BEHAVIOR
127. 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
128. GREAT UX MEANS KNOWING MORE ABOUT 1.  BIOSENSORY INFORMATION 2.  PRE-ATTENTIVE PROCESSING 3.  PRIOR KNOWLEDGE 4.  LEARNING 5.  MOTIVATION 6.  EMOTIONS
129. LAST THOUGHTS
130. I HAVE A GREAT IDEA
131. I HAVE NO IDEA
132. WE’RE GOING TO LEARN TOGETHER…
133. …BY PROVING OR DISPROVING OUR ASSUMPTIONS
134. THAT’S LEAN AND MEAN
135. THANK YOU @tsharon
137. LEAN STARTUP & LEAN UX BLOGS Eric Ries http://www.startuplessonslearned.com/ Steve Blank http://steveblank.com/ Jeff Gothelf http://www.jeffgothelf.com/blog/ Laura Klein http://usersknow.blogspot.com/ Josh Seiden http://joshuaseiden.com/blog/ UX BLOGS Smashing magazine www.smashingmagazine.com UX Matters www.uxmatters.com UX Mag www.uxmag.com Boxes & Arrows www.boxesandarrows.com UX Booth www.uxbooth.com
138. VIDEOS Eric Ries about the Lean Startup at Google NYC http://www.youtube.com/watch?v=fEvKo90qBns Janice Fraser about Lean UX http://youtu.be/HGtTkvMDc0M It’s Our Research interviews: Eric Ries http://itsourresear.ch/ries.html Steve Blank http://itsourresear.ch/blank.html Janice Fraser http://itsourresear.ch/fraser.html Jeff Gothelf http://itsourresear.ch/gothelf.html Lane Halley http://itsourresear.ch/halley.html Trevor Owens http://itsourresear.ch/owens.html Johanna Kollmann http://itsourresear.ch/kollmann.html
140. STARTUP FOUNDER? @tsharon