Lean User Research Workshop German UPA

3c0b492a599715b69b5ed1363a9c2c4f?s=47 Tomer Sharon
September 06, 2016

Lean User Research Workshop German UPA

The fast adoption of the Lean Startup management approach among startups, enterprises, and government agencies worldwide has brought to light new (and renewed) user research methods. These methods help answer burning questions people, teams, and organizations have about their customers. A key aspect of Lean User Research is that it creates a shared understanding among research stakeholders and that it provides fast, reliable results.

This workshop will introduce attendees to lean user research starting from understanding what it is, what it is good for, when to use and not use it, through quick, fun exercises that allow attendees to taste actual implementation of three techniques and methods: stating hypotheses, user observation, and Concierge MVP. Exercises involve group work, analysis and walkthrough of user observation videos, and developing a concept for a MVP.

Workshop outline

Introduction to Lean Startup
When to use Lean Research
Exercise 1: Assumptions and hypotheses
Exercise 2: Observing users
Exercise 3: Concierge MVP
Q&A and wrap up

3c0b492a599715b69b5ed1363a9c2c4f?s=128

Tomer Sharon

September 06, 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. INTRO RESEARCH EXERCISES Q&A

  5. INTRODUCTION TO LEAN USER RESEARCH

  6. 3 YEARS AGO...

  7. 200

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

  9. STRONG NEED WEAK WANT

  10. None
  11. RIGHT QUESTIONS WRONG ANSWERS

  12. 100s

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  14. 8

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  18. None
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  20. None
  21. None
  22. None
  23. None
  24. WHAT’S A PROBLEM?

  25. GAP BETWEEN CURRENT AND DESIRED STATE

  26. +

  27. HOW MUCH THE PROBLEM OWNER CARES ABOUT IT

  28. WHAT’S A NEED?

  29. A NECESSITY ARISING FROM A PROBLEM

  30. WHAT’S A WANT?

  31. A PERCEIVED NEED

  32. WHY ARE NEEDS MORE CRITICAL THAN WANTS?

  33. NEEDS

  34. None
  35. WHAT’S A REQUIREMENT?

  36. BIG ORGS ê SPEC DOC ê REQUIREMENTS

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

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

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

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

  41. ERIC RIES ON USER RESEARCH

  42. WHAT’S A PRODUCT WORTH BUILDING?

  43. None
  44. LEAN USER RESEARCH

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

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

  47. None
  48. PRINCIPLES OF LEAN USER RESEARCH

  49. LEAN USER RESEARCH PRINCIPLE PRECISELY-STATED QUESTIONS

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

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

  52. LEAN USER RESEARCH PRINCIPLE BEHAVIORISM

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

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

  57. INSTEAD OBSERVE WHAT THEY DO

  58. DON’T ASK FOR FEEDBACK

  59. INSTEAD WATCH PEOPLE USE THE THING

  60. LEAN USER RESEARCH PRINCIPLE CONTINUOUS RESEARCH

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

  62. LEAN USER RESEARCH PRINCIPLE NIMBLE & FAST

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

  64. LEAN USER RESEARCH PRINCIPLE RICH REPORTING

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

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

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

    FAST RICH REPORTING IT’S EVERYONE’S
  68. SHARED UNDERSTANDING

  69. None
  70. WHAT WE’LL DO TODAY

  71. QUESTION

  72. None
  73. HOW CAN WE IMPROVE THE IN-STORE GROCERY SHOPPING EXPERIENCE WITH

    TECHNOLOGY?
  74. INTRO RESEARCH EXERCISES Q&A

  75. RESEARCH EXERCISES

  76. ASSUMPTIONS & HYPOTHESES

  77. HYPOTHESES ARE BETTER FOR FRAMING REQUIREMENTS

  78. HYPOTHESIS = ASSUMPTION + TEST

  79. STATING HYPOTHESES

  80. WE BELIEVE THAT [DOING THIS] FOR [THESE PEOPLE] WILL ACHIEVE

    [THIS OUTCOME*]. WE’LL KNOW THIS IS TRUE WHEN WE SEE [THIS MARKET FEEDBACK]. *OUTCOME IS THE CHANGE IN THE WORLD AFTER WE CREATE A PRODUCT/SERVICE
  81. WE BELIEVE THAT MOMS WHO VISIT GROCERY STORES WITH THEIR

    KIDS WILL PAY FOR A DEVICE THAT MAKES THEIR SHOPPING EXPERIENCE FASTER AND MORE FUN FOR THEIR KIDS. WE’LL KNOW THIS IS TRUE WHEN: 1. MOMS USE OUR PROTOTYPE EFFICIENTLY 2. KIDS HAVE FUN WHILE MOMS ARE SHOPPING
  82. EXERCISE

  83. WORK IN GROUPS

  84. STATE 2-3 HYPOTHESES

  85. WE BELIEVE THAT [DOING THIS] FOR [THESE PEOPLE] WILL ACHIEVE

    [THIS OUTCOME]. WE’LL KNOW THIS IS TRUE WHEN WE SEE [THIS MARKET FEEDBACK]. RESEARCH QUESTION: HOW CAN WE IMPROVE THE IN- STORE GROCERY SHOPPING EXPERIENCE WITH TECHNOLOGY? DOING… FOR THESE PEOPLE OUTCOME TEST
  86. OBSERVING USERS

  87. FIELD STUDY CONTEXTUAL INQUIRY FLY ON THE WALL SHADOWING ETHNOGRAPHY

    GUIDED TOUR
  88. 4

  89. None
  90. WHAT TO LOOK FOR WHEN OBSERVING PEOPLE?

  91. ROUTINES

  92. INTERACTIONS

  93. INTERRUPTIONS

  94. SHORTCUTS

  95. CONTEXTS

  96. RITUALS

  97. JARGON

  98. ANNOYANCES

  99. DELIGHTS

  100. TRANSITIONS

  101. TRY TO…

  102. VIDEO RECORD

  103. TAKE PHOTOS

  104. COLLECT ARTIFACTS

  105. SKETCHNOTE

  106. QUICK DEBRIEF

  107. WHAT WAS MOST IMPORTANT TO THE PARTICIPANT?

  108. WHAT SURPRISED YOU?

  109. WHAT STOOD OUT?

  110. WHAT SHOULD WE DO DIFFERENTLY?

  111. EXERCISE

  112. WE WILL NOW WATCH 2 OBSERVATION VIDEOS

  113. WORK IN GROUPS

  114. WRITE DOWN INSIGHTS, OBSERVATIONS

  115. WHAT TO DO? 1. WRITE DOWN INSIGHTS, OBSERVATIONS 2. GROUP DEBRIEF AFTER

    EACH VIDEO: •  WHAT WAS MOST IMPORTANT? •  WHAT SURPRISED YOU? •  WHAT STOOD OUT? •  WHAT SHOULD WE DO DIFFERENTLY?
  116. WHAT DID YOU LEARN?

  117. EVIDENCE-BASED DESIGN

  118. WHAT DO PEOPLE WANT?

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

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

    ONE THAT CONCERNS MARKETING
  121. 3 STEPS OF REALIZING YOU WANT SOMETHING

  122. KNOW ABOUT IT

  123. UNDERSTAND VALUE

  124. ACCEPT COST

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

  126. TRUE STORY

  127. None
  128. None
  129. None
  130. None
  131. None
  132. CONCIERGE MVP

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

    TO THE CUSTOMER
  134. None
  135. STEPS

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

  137. WHEN THERE IS NO PRODUCT YET

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

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

  140. DEFINE PROBLE, DIGITAL SOLUTION, & MANUAL SOLUTION

  141. EXAMPLE 1: ASSISTING LOST SHOPPERS

  142. 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.
  143. 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.
  144. 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.
  145. EXAMPLE 2: MATCHING COLORS

  146. 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.
  147. 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.
  148. 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.
  149. EXAMPLE 3: MANAGING ENTERPRISE MOBILE SECURITY

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

    managing mobile security and privacy, specifically for mobile messaging and biometrics.
  151. 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.
  152. 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.
  153. FIND CUSTOMERS AND PITCH CONCIERGE MVP

  154. SERVE THE CONCIERGE MVP TO CUSTOMERS

  155. KEEP INTERACTION WITH CUSTOMERS TO A MINIMUM

  156. PROACTIVELY SEEK FEEDBACK

  157. MAKE CHANGES AND REPEAT A FEW TIMES

  158. ASK FOR PAYMENT AND PAY ATTENTION TO RESPONSE

  159. EXERCISE

  160. PLAN A CONCIERGE MVP TO TEST ONE OF YOUR ASSUMPTIONS

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

  162. INTRO RESEARCH EXERCISES Q&A

  163. 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
  164. SLIDES: Bit.ly/lean-research-gupa

  165. THANK YOU @tsharon (Twitter & Instagram) Facebook.com/leanresearch Rosenfeldmedia.com/books/ lean-user-research Instagram:

    #validatingstory