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Lean User Research Workshop German UPA

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

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

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

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  3. INTRO RESEARCH
    EXERCISES
    Q&A

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  4. INTRODUCTION TO
    LEAN USER RESEARCH

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  5. 3 YEARS AGO...

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

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  7. STRONG NEED
    WEAK WANT

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  8. RIGHT QUESTIONS
    WRONG ANSWERS

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  9. WHAT’S A
    PROBLEM?

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  10. GAP BETWEEN
    CURRENT AND
    DESIRED STATE

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  11. HOW MUCH THE
    PROBLEM
    OWNER CARES
    ABOUT IT

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  12. WHAT’S A
    NEED?

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  13. A NECESSITY
    ARISING FROM A
    PROBLEM

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  14. WHAT’S A
    WANT?

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  15. A PERCEIVED
    NEED

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  16. WHY ARE NEEDS
    MORE CRITICAL
    THAN WANTS?

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  17. WHAT’S A
    REQUIREMENT?

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  18. BIG ORGS
    ê
    SPEC DOC
    ê
    REQUIREMENTS

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

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

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  22. CAN WE
    BUILD IT?
    SHOULD
    WE BUILD
    IT?

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  23. ERIC RIES
    ON USER
    RESEARCH

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  24. WHAT’S A
    PRODUCT
    WORTH
    BUILDING?

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  25. LEAN USER
    RESEARCH

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

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  27. PRINCIPLES
    OF LEAN USER
    RESEARCH

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  28. LEAN USER RESEARCH PRINCIPLE
    PRECISELY-STATED
    QUESTIONS

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

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

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  31. LEAN USER RESEARCH PRINCIPLE
    BEHAVIORISM

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

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  33. 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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  34. DON’T
    ASK WHAT
    PEOPLE NEED

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  35. INSTEAD
    OBSERVE
    WHAT THEY DO

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  36. DON’T
    ASK FOR
    FEEDBACK

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  37. INSTEAD
    WATCH PEOPLE
    USE THE THING

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  38. LEAN USER RESEARCH PRINCIPLE
    CONTINUOUS
    RESEARCH

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

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  40. LEAN USER RESEARCH PRINCIPLE
    NIMBLE & FAST

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

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  42. LEAN USER RESEARCH PRINCIPLE
    RICH REPORTING

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

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

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

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  46. SHARED
    UNDERSTANDING

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  47. WHAT WE’LL
    DO TODAY

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  48. HOW CAN WE IMPROVE THE IN-STORE
    GROCERY SHOPPING EXPERIENCE
    WITH TECHNOLOGY?

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  49. INTRO RESEARCH
    EXERCISES
    Q&A

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  50. RESEARCH
    EXERCISES

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  51. ASSUMPTIONS
    &
    HYPOTHESES

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  52. HYPOTHESES ARE
    BETTER FOR
    FRAMING
    REQUIREMENTS

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  53. HYPOTHESIS = ASSUMPTION + TEST

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  54. STATING
    HYPOTHESES

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  55. 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

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  56. 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

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  57. WORK IN GROUPS

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  58. STATE 2-3
    HYPOTHESES

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  59. 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

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  60. OBSERVING
    USERS

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  61. FIELD STUDY
    CONTEXTUAL INQUIRY
    FLY ON THE WALL
    SHADOWING
    ETHNOGRAPHY
    GUIDED TOUR

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  62. WHAT TO LOOK
    FOR WHEN
    OBSERVING
    PEOPLE?

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  63. INTERACTIONS

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  64. INTERRUPTIONS

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  65. VIDEO RECORD

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  66. COLLECT
    ARTIFACTS

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  67. QUICK
    DEBRIEF

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  68. WHAT WAS MOST
    IMPORTANT TO
    THE
    PARTICIPANT?

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  69. WHAT SURPRISED
    YOU?

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  70. WHAT STOOD
    OUT?

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  71. WHAT SHOULD
    WE DO
    DIFFERENTLY?

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  72. WE WILL NOW
    WATCH 2
    OBSERVATION
    VIDEOS

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  73. WORK IN GROUPS

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  74. WRITE DOWN
    INSIGHTS,
    OBSERVATIONS

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  75. 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?

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  76. WHAT DID YOU
    LEARN?

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  77. EVIDENCE-BASED
    DESIGN

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  78. WHAT DO
    PEOPLE
    WANT?

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

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

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  81. 3 STEPS OF
    REALIZING YOU
    WANT SOMETHING

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  82. KNOW ABOUT IT

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  83. UNDERSTAND
    VALUE

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

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  85. CONCIERGE
    MVP

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

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

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  88. WHEN THERE IS NO
    PRODUCT YET

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

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

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  91. DEFINE PROBLE,
    DIGITAL SOLUTION,
    & MANUAL
    SOLUTION

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  92. EXAMPLE 1:
    ASSISTING LOST
    SHOPPERS

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  93. 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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  94. 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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  95. 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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  96. EXAMPLE 2:
    MATCHING COLORS

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  97. 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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  98. 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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  99. 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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  100. EXAMPLE 3:
    MANAGING
    ENTERPRISE
    MOBILE SECURITY

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  101. 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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  102. 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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  103. 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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  104. FIND CUSTOMERS
    AND PITCH
    CONCIERGE MVP

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  105. SERVE THE
    CONCIERGE MVP TO
    CUSTOMERS

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  106. KEEP INTERACTION
    WITH CUSTOMERS
    TO A MINIMUM

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  107. PROACTIVELY SEEK
    FEEDBACK

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  108. MAKE CHANGES
    AND REPEAT A FEW
    TIMES

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  109. ASK FOR PAYMENT
    AND PAY ATTENTION
    TO RESPONSE

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

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

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  112. INTRO RESEARCH
    EXERCISES
    Q&A

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  113. 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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  114. SLIDES:
    Bit.ly/lean-research-gupa

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

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