Lean User Research workshop at NUMA Paris

Transcript

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

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3. INVALIDATE
   ASSUMPTIONS ABOUT:
   • BUSINESS
   • USERS
   • FEATURES
   

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

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11. INTRO RESEARCH
    EXERCISES
    Q&A
    

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12. INTRODUCTION TO
    LEAN USER RESEARCH
    

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13. 3 YEARS AGO...
    

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

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16. STRONG NEED
    WEAK WANT
    

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18. RIGHT QUESTIONS
    WRONG ANSWERS
    

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19. 100s
    

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31. WHAT’S A
    PROBLEM?
    

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32. GAP BETWEEN
    CURRENT AND
    DESIRED STATE
    

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33. +
    

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34. HOW MUCH THE
    PROBLEM
    OWNER CARES
    ABOUT IT
    

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35. WHAT’S A
    NEED?
    

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36. A NECESSITY
    ARISING FROM A
    PROBLEM
    

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37. WHAT’S A
    WANT?
    

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38. A PERCEIVED
    NEED
    

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39. WHY ARE NEEDS
    MORE CRITICAL
    THAN WANTS?
    

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40. NEEDS
    

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42. WHAT’S A
    REQUIREMENT?
    

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43. BIG ORGS
    ê
    SPEC DOC
    ê
    REQUIREMENTS
    

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

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

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47. CAN WE
    BUILD IT?
    SHOULD
    WE BUILD
    IT?
    

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48. ERIC RIES
    ON USER
    RESEARCH
    

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49. WHAT’S A
    PRODUCT
    WORTH
    BUILDING?
    

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51. LEAN USER
    RESEARCH
    

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

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53. INVALIDATE
    

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55. PRINCIPLES
    OF LEAN USER
    RESEARCH
    

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56. LEAN USER RESEARCH PRINCIPLE
    PRECISELY-STATED
    QUESTIONS
    

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

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58. LEAN USER RESEARCH PRINCIPLE
    FALL IN LOVE
    WITH A PROBLEM
    

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59. LEAN USER RESEARCH PRINCIPLE
    BEHAVIORISM
    

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

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61. 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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63. DON’T
    ASK WHAT
    PEOPLE NEED
    

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64. INSTEAD
    OBSERVE
    WHAT THEY DO
    

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65. DON’T
    ASK FOR
    FEEDBACK
    

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66. INSTEAD
    WATCH THEM
    USE THE THING
    

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67. LEAN USER RESEARCH PRINCIPLE
    CONTINUOUS
    RESEARCH
    

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

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69. LEAN USER RESEARCH PRINCIPLE
    NIMBLE & FAST
    

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70. ALMOST EVERY
    ‘HEAVY’ RESEARCH
    METHOD HAS A
    NIMBLE FLAVOR
    

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71. LEAN USER RESEARCH PRINCIPLE
    RICH REPORTING
    

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72. HAVE THE TEAM
    EXPERIENCE
    RESEARCH RATHER
    THAN READ ABOUT IT
    

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73. LEAN USER RESEARCH PRINCIPLE
    IT’S EVERYONE’S
    

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

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75. RESEARCH
    QUESTIONS
    

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76. ASSUMPTIONS
    PHRASED AS
    QUESTIONS
    

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77. DEFINE
    SPECIFICS OF
    WHAT YOU ARE
    AFTER
    

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78. CORE OF A
    STUDY PLAN
    

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79. THE EPICENTER
    OF ANY
    RESEARCH
    ACTIVITY
    

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80. REQUIRE MOST
    ATTENTION
    

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81. HELP TIGHTEN
    THE STUDY
    SCRIPT
    

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82. PREVENT
    DRIFTING AWAY
    TO IRRELEVANT
    AREAS
    

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83. A STUDY GOAL IS
    GENERAL.
    RESEARCH
    QUESTIONS ARE
    SPECIFIC.
    

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84. GOAL: UNCOVER
    USER NEEDS FOR
    SCHEDULING
    DOCTOR
    APPOINTMENTS
    

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85. 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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86. WHERE DO
    RESEARCH
    QUESTIONS
    COME FROM?
    

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87. ASSUMPTIONS
    ABOUT PEOPLE,
    USERS, &
    DESIGNS
    

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88. REASON FOR
    REQUESTING A
    USER STUDY
    

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89. TEAM
    DILEMMAS
    

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90. DECISIONS THE
    TEAM IS TRYING
    TO MAKE
    

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91. BIG
    BOSSES
    

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92. QUESTIONS
    OVER
    METHODS
    

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94. SHARE YOUR
    ASSUMPTIONS ABOUT:
    • BUSINESS
    • USERS
    • FEATURES
    

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95. RESEARCH
    EXERCISES
    

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96. EXERCISE
    

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97. TAKE 15 MINUTES TO
    WRITE DOWN YOUR
    RESEARCH QUESTIONS
    

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98. FREE EXPLORATION
    EXPERIENCE SAMPLING
    CONCIERGE MVP
    

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99. FREE
    EXPLORATION
    

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

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101. “SHOW US HOW
     YOU ACCOMPLISH
     THIS GOAL”
     

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102. PREVENTS YOU
     FROM DEVELOPING
     PRODUCTS THAT
     NOBODY NEEDS
     

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103. 4 TYPES:
     IN-PERSON (IN-HOUSE OR FIELDWORK)
     REMOTE INTERVIEW (PHONE OR VC)
     REMOTE WALKTHROUGH
     REMOTE FREE EXPLORATION
     

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104. FREE EXPLORATION
     COMES BEFORE
     USABILITY BECAUSE
     

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105. DO THE RIGHT
     THING,
     NOT JUST
     THINGS RIGHT.
     

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106. FALL IN LOVE
     WITH A
     PROBLEM
     

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

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109. USERTESTING
     

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110. EXERCISE
     

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

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

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114. EXPERIENCE
     SAMPLING
     

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115. A STRATEGIC
     RESEARCH
     TECHNIQUE FOR
     UNCOVERING USER
     NEEDS.
     

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

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117. DIN
     

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118. WHAT PEOPLE WANT TO KNOW
     WHAT PEOPLE
     SEARCH ON GOOGLE
     

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119. WHAT TYPE OF WRITER AM I?
     BARACK OBAMA
     HEIGHT
     

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120. OPPORTUNITY
     

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121. EXPERIENCE
     SAMPLING
     OUTCOMES
     

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122. INSIGHTS ABOUT USER
     NEEDS
     

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123. IDEAS FOR USEFUL
     PRODUCTS
     

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124. CURRENT PAIN POINTS
     AND DELIGHTS
     

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125. DATA ABOUT
     EXPERIENCE
     CATEGORIES
     

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126. PREPARATIONS
     

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

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

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129. HOW LONG? HOW MANY
     NOTIFICATIONS??
     

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130. 8 x 3 x 100
     TIMES A
     DAY
     DAYS PARTICIPANTS
     

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131. PLAN A NOTIFICATION
     TO REQUIRE A TOTAL OF
     <1 MIN
     

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132. CHOOSE A MEDIUM:
     SMS, EMAIL, APP,
     PHONE
     

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133. LAUNCH & TRACK
     

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134. ADJUST PARTICIPANT
     BEHAVIOR, CLARIFY
     

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135. BEGIN ANALYSIS
     

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136. DATA ANALYSIS
     

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137. DECIDE ON CATEGORIES
     

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138. CLASSIFY DATA
     

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139. ADJUST CATEGORIES
     

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140. CLEAN THE DATA AS
     YOU GO
     

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141. GENERATE FREQUENCY
     CHARTS, IDENTIFY THEMES
     

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142. GENERATE FREQUENCY
     CHARTS, IDENTIFY THEMES
     

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143. EYEBALL THE DATA
     

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145. EXERCISE
     

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146. GOOD OR BAD
     QUESTIONS?
     

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

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

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

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

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151. WHAT WAS THE REASON
     YOU RECENTLY SHOPPED
     ONLINE?
     

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

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

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

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

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156. 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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157. EXERCISE
     

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

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159. THE RAINBOW
     SPREADSHEET
     

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161. COLORFUL
     COLLABORATION
     TOOL
     

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

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

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

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172. EXERCISE
     

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173. LET’S WATCH A
     COUPLE OF
     USERTESTING VIDEOS
     

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174. WHAT DO
     PEOPLE
     WANT?
     

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

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

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177. 3 STEPS OF
     REALIZING YOU
     WANT SOMETHING
     

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178. KNOW ABOUT IT
     

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179. UNDERSTAND
     VALUE
     

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180. ACCEPT COST
     

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181. REMINDER: IT HAS
     NOTHING TO DO
     WITH PRODUCT
     DESIGN
     

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182. TRUE
     STORY
     

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188. CONCIERGE
     MVP
     

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

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191. STEPS
     

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192. DECIDE TO RUN IT
     WHEN YOU ARE IN
     EXPLORATION MODE
     

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193. WHEN THERE IS NO
     PRODUCT YET
     

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194. WHEN YOU ARE NOT
     SURE HOW TO
     SOLVE THE
     PROBLEM
     

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

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196. DEFINE PROBLE,
     DIGITAL SOLUTION,
     & MANUAL
     SOLUTION
     

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197. EXAMPLE 1:
     ASSISTING LOST
     SHOPPERS
     

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198. 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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199. 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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200. 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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201. EXAMPLE 2:
     MATCHING COLORS
     

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202. 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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203. 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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204. 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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205. EXAMPLE 3:
     MANAGING
     ENTERPRISE
     MOBILE SECURITY
     

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206. 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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207. 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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208. 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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209. FIND CUSTOMERS
     AND PITCH
     CONCIERGE MVP
     

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210. SERVE THE
     CONCIERGE MVP TO
     CUSTOMERS
     

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211. KEEP INTERACTION
     WITH CUSTOMERS
     TO A MINIMUM
     

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212. PROACTIVELY SEEK
     FEEDBACK
     

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213. MAKE CHANGES
     AND REPEAT A FEW
     TIMES
     

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214. ASK FOR PAYMENT
     AND PAY ATTENTION
     TO RESPONSE
     

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215. EXERCISE
     

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216. PLAN A CONCIERGE
     MVP TO TEST YOUR
     FEATURE ASSUMPTION
     

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

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218. Q&A
     

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219. 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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220. 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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221. THANK
     YOU
     @tsharon (Twitter & Instagram)
     Facebook.com/leanresearch
     Rosenfeldmedia.com/books/
     lean-user-research
     Instagram: #validatingstory
     

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