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
3. INVALIDATE ASSUMPTIONS ABOUT: • BUSINESS • USERS • FEATURES
4. TOMER SHARON HEAD OF UX, WEWORK XOOGLER DRONES SNOWMOBILES DRUMS WWE
11. INTRO RESEARCH EXERCISES Q&A
12. INTRODUCTION TO LEAN USER RESEARCH
13. 3 YEARS AGO...
15. “WHAT QUESTIONS HAVE YOU ASKED YOURSELF ABOUT YOUR AUDIENCE?”
16. STRONG NEED WEAK WANT
18. RIGHT QUESTIONS WRONG ANSWERS
19. 100s
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
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?
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
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]
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
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
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
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
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
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
188. CONCIERGE MVP
189. AN MVP THAT MANUALLY PROVIDES THE FUNCTIONALITY OF THE PRODUCT TO THE CUSTOMER
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