Lean User Research workshop at NUMA Paris

3c0b492a599715b69b5ed1363a9c2c4f?s=47 Tomer Sharon
January 12, 2016

Lean User Research workshop at NUMA Paris

3c0b492a599715b69b5ed1363a9c2c4f?s=128

Tomer Sharon

January 12, 2016
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Transcript

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

    Instagram: #validatingstory
  2. None
  3. INVALIDATE ASSUMPTIONS ABOUT: • BUSINESS • USERS • FEATURES

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

    WWE
  5. None
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  11. INTRO RESEARCH EXERCISES Q&A

  12. INTRODUCTION TO LEAN USER RESEARCH

  13. 3 YEARS AGO...

  14. 200

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

  16. STRONG NEED WEAK WANT

  17. None
  18. RIGHT QUESTIONS WRONG ANSWERS

  19. 100s

  20. None
  21. 8

  22. None
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  25. None
  26. None
  27. None
  28. None
  29. None
  30. None
  31. WHAT’S A PROBLEM?

  32. GAP BETWEEN CURRENT AND DESIRED STATE

  33. +

  34. HOW MUCH THE PROBLEM OWNER CARES ABOUT IT

  35. WHAT’S A NEED?

  36. A NECESSITY ARISING FROM A PROBLEM

  37. WHAT’S A WANT?

  38. A PERCEIVED NEED

  39. WHY ARE NEEDS MORE CRITICAL THAN WANTS?

  40. NEEDS

  41. None
  42. WHAT’S A REQUIREMENT?

  43. BIG ORGS ê SPEC DOC ê REQUIREMENTS

  44. A WAY OF FRAMING A NEED TO MANAGE THE WORK

    OF A TEAM - JOSH SEIDEN
  45. “DEVELOP A SMART SHOPPING CART FOR GROCERY STORES THAT HELPS

    PEOPLE SCAN AND PAY FOR PRODUCTS AS THEY WALK IN THE STORE.” ?
  46. PROBLEM NEED WANT REQUIREMENT: GAP+CARING NECCESITY ARISING FROM PROBLEM PERCEIVED

    NEED FRAMING A NEED FOR WORK
  47. CAN WE BUILD IT? SHOULD WE BUILD IT?

  48. ERIC RIES ON USER RESEARCH

  49. WHAT’S A PRODUCT WORTH BUILDING?

  50. None
  51. LEAN USER RESEARCH

  52. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES

    TO THE RIGHT PEOPLE AT THE RIGHT TIME.
  53. INVALIDATE

  54. None
  55. PRINCIPLES OF LEAN USER RESEARCH

  56. LEAN USER RESEARCH PRINCIPLE PRECISELY-STATED QUESTIONS

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

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

  59. LEAN USER RESEARCH PRINCIPLE BEHAVIORISM

  60. “CONCERN YOURSELF WITH OBSERVABLE BEHAVIOR NOT WITH EVENTS THAT TAKE

    PLACE IN PEOPLE’S MINDS” -SKINNER
  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]
  62. None
  63. DON’T ASK WHAT PEOPLE NEED

  64. INSTEAD OBSERVE WHAT THEY DO

  65. DON’T ASK FOR FEEDBACK

  66. INSTEAD WATCH THEM USE THE THING

  67. LEAN USER RESEARCH PRINCIPLE CONTINUOUS RESEARCH

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

  69. LEAN USER RESEARCH PRINCIPLE NIMBLE & FAST

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

  71. LEAN USER RESEARCH PRINCIPLE RICH REPORTING

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

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

  74. PRECISELY-STATED QUESTIONS LOVE A PROBLEM BEHAVIORISM CONTINUOUS RESEARCH NIMBLE &

    FAST RICH REPORTING IT’S EVERYONE’S
  75. RESEARCH QUESTIONS

  76. ASSUMPTIONS PHRASED AS QUESTIONS

  77. DEFINE SPECIFICS OF WHAT YOU ARE AFTER

  78. CORE OF A STUDY PLAN

  79. THE EPICENTER OF ANY RESEARCH ACTIVITY

  80. REQUIRE MOST ATTENTION

  81. HELP TIGHTEN THE STUDY SCRIPT

  82. PREVENT DRIFTING AWAY TO IRRELEVANT AREAS

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

  84. GOAL: UNCOVER USER NEEDS FOR SCHEDULING DOCTOR APPOINTMENTS

  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?
  86. WHERE DO RESEARCH QUESTIONS COME FROM?

  87. ASSUMPTIONS ABOUT PEOPLE, USERS, & DESIGNS

  88. REASON FOR REQUESTING A USER STUDY

  89. TEAM DILEMMAS

  90. DECISIONS THE TEAM IS TRYING TO MAKE

  91. BIG BOSSES

  92. QUESTIONS OVER METHODS

  93. None
  94. SHARE YOUR ASSUMPTIONS ABOUT: • BUSINESS • USERS • FEATURES

  95. RESEARCH EXERCISES

  96. EXERCISE

  97. TAKE 15 MINUTES TO WRITE DOWN YOUR RESEARCH QUESTIONS

  98. FREE EXPLORATION EXPERIENCE SAMPLING CONCIERGE MVP

  99. FREE EXPLORATION

  100. HOW REAL PEOPLE CURRENTLY SOLVE REAL PROBLEMS WITHOUT “GETTING OUT

    OF THE BUILDING”
  101. “SHOW US HOW YOU ACCOMPLISH THIS GOAL”

  102. PREVENTS YOU FROM DEVELOPING PRODUCTS THAT NOBODY NEEDS

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

    VC) REMOTE WALKTHROUGH REMOTE FREE EXPLORATION
  104. FREE EXPLORATION COMES BEFORE USABILITY BECAUSE

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

  106. FALL IN LOVE WITH A PROBLEM

  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?
  108. REMOTE FREE EXPLORATION ADVANTAGE: FAST, CHEAP, BROAD AUDIENCE DISADVANTAGE: YOU

    ARE NOT ACTUALLY THERE
  109. USERTESTING

  110. EXERCISE

  111. TAKE 30 MINUTES TO PREPARE 1-2 TASKS FOR A REMOTE

    FREE EXPLORATION. E.G., “SHOW US HOW YOU SCHEDULE A MEETING”
  112. ALSO, PREPARE SCREENING CRITERIA FOR WHO YOU WANT TO PARTICIPATE.

    E.G., STUDENTS AGES 17-25.
  113. WHEN READY, USE THIS FORM TO SUBMIT YOUR TASKS AND

    SCREENING CRITERIA: bit.ly/free-exploration-exercise
  114. EXPERIENCE SAMPLING

  115. A STRATEGIC RESEARCH TECHNIQUE FOR UNCOVERING USER NEEDS.

  116. RESEARCH PARTICIPANTS ARE INTERRUPTED SEVERAL TIMES A DAY TO NOTE

    THEIR EXPERIENCE IN REAL TIME
  117. DIN

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

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

  120. OPPORTUNITY

  121. EXPERIENCE SAMPLING OUTCOMES

  122. INSIGHTS ABOUT USER NEEDS

  123. IDEAS FOR USEFUL PRODUCTS

  124. CURRENT PAIN POINTS AND DELIGHTS

  125. DATA ABOUT EXPERIENCE CATEGORIES

  126. PREPARATIONS

  127. CAREFULLY PHRASE THE QUESTION REPEATED BEHAVIOR NO YES/NO NO OPINIONS

    NOT QUANT DON’T “AVERAGE” THE EXPERIENCE BE SPECIFIC
  128. DIN: WHAT DID YOU WANT TO KNOW RECENTLY? WHY?

  129. HOW LONG? HOW MANY NOTIFICATIONS??

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

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

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

  133. LAUNCH & TRACK

  134. ADJUST PARTICIPANT BEHAVIOR, CLARIFY

  135. BEGIN ANALYSIS

  136. DATA ANALYSIS

  137. DECIDE ON CATEGORIES

  138. CLASSIFY DATA

  139. ADJUST CATEGORIES

  140. CLEAN THE DATA AS YOU GO

  141. GENERATE FREQUENCY CHARTS, IDENTIFY THEMES

  142. GENERATE FREQUENCY CHARTS, IDENTIFY THEMES

  143. EYEBALL THE DATA

  144. None
  145. EXERCISE

  146. GOOD OR BAD QUESTIONS?

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

    SHOPPING?
  148. THE LAST TIME YOU WENT SHOPPING, WHAT WAS THE REASON

    YOU USED YOUR PHONE TO HELP YOU SHOP?
  149. HOW OFTEN DO YOU CHECK YOUR PHONE TO REMEMBER YOUR

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

    TIME?
  151. WHAT WAS THE REASON YOU RECENTLY SHOPPED ONLINE?

  152. WHAT DID YOU DO WHEN YOU RECENTLY WENT TO A

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

    YOU WENT TO A CLOTHING STORE?
  154. WHAT PART OF THE SHOPPING EXPERIENCE IS MOST DIFFICULT FOR

    YOU?
  155. WHAT WAS MOST DIFFICULT FOR YOU THE LAST TIME YOU

    WENT TO A SHOE STORE?
  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?
  157. EXERCISE

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

  159. THE RAINBOW SPREADSHEET

  160. None
  161. COLORFUL COLLABORATION TOOL

  162. A SPREADSHEET WITH WHICH DATA COLLECTED DURING A USER STUDY

    IS CENTRALLY DOCUMENTED COLLABORATIVELY BY A TEAM
  163. THE SPREADSHEET SERVES AS THE CENTERPIECE FOR LESSONS LEARNED FROM

    A STUDY AND LATER TURNS INTO THE FINAL REPORT
  164. None
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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
  170. DISADVANTAGES ENGINEERS STOP CODING SOME PEOPLE CAN’T ATTEND CAN’T BE

    USED IN SOME ORGANIZATIONS NO REPORT
  171. None
  172. EXERCISE

  173. LET’S WATCH A COUPLE OF USERTESTING VIDEOS

  174. WHAT DO PEOPLE WANT?

  175. ONCE PEOPLE READ, HEAR, OR TALK ABOUT OR INTERACT WITH

    THE PRODUCT, WOULD THEY WANT TO BUY AND USE IT?
  176. NOT A QUESTION ABOUT DESIGN AND UX OF PRODUCTS, BUT

    ONE THAT CONCERNS MARKETING
  177. 3 STEPS OF REALIZING YOU WANT SOMETHING

  178. KNOW ABOUT IT

  179. UNDERSTAND VALUE

  180. ACCEPT COST

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

  182. TRUE STORY

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  186. None
  187. None
  188. CONCIERGE MVP

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

    TO THE CUSTOMER
  190. None
  191. STEPS

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

  193. WHEN THERE IS NO PRODUCT YET

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

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

  196. DEFINE PROBLE, DIGITAL SOLUTION, & MANUAL SOLUTION

  197. EXAMPLE 1: ASSISTING LOST SHOPPERS

  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.
  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.
  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.
  201. EXAMPLE 2: MATCHING COLORS

  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.
  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.
  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.
  205. EXAMPLE 3: MANAGING ENTERPRISE MOBILE SECURITY

  206. PROBLEM: Enterprises need to deal with multiple unusable applications for

    managing mobile security and privacy, specifically for mobile messaging and biometrics.
  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.
  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.
  209. FIND CUSTOMERS AND PITCH CONCIERGE MVP

  210. SERVE THE CONCIERGE MVP TO CUSTOMERS

  211. KEEP INTERACTION WITH CUSTOMERS TO A MINIMUM

  212. PROACTIVELY SEEK FEEDBACK

  213. MAKE CHANGES AND REPEAT A FEW TIMES

  214. ASK FOR PAYMENT AND PAY ATTENTION TO RESPONSE

  215. EXERCISE

  216. PLAN A CONCIERGE MVP TO TEST YOUR FEATURE ASSUMPTION

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

  218. Q&A

  219. MY BOOK WILL BE OUT ON JAN 19. PRE-ORDER NOW

    FOR A 30% DISCOUNT. DISCOUNT WILL NOT BE AVAILABLE AFTER JAN 19.
  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
  221. THANK YOU @tsharon (Twitter & Instagram) Facebook.com/leanresearch Rosenfeldmedia.com/books/ lean-user-research Instagram:

    #validatingstory