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

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. INTRO RESEARCH EXERCISES Q&A
5. INTRODUCTION TO LEAN USER RESEARCH
6. 3 YEARS AGO...
8. “WHAT QUESTIONS HAVE YOU ASKED YOURSELF ABOUT YOUR AUDIENCE?”
9. STRONG NEED WEAK WANT
11. RIGHT QUESTIONS WRONG ANSWERS
12. 100s
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
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?
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
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]
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
70. WHAT WE’LL DO TODAY
71. QUESTION
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
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
132. CONCIERGE MVP
133. AN MVP THAT MANUALLY PROVIDES THE FUNCTIONALITY OF THE PRODUCT TO THE CUSTOMER
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