Mean, Lean UX

Many entrepreneurs start companies based on their personal experience — they see a problem waiting to be solved and come up with a solution. Often, they then attempt to perfectly execute the wrong plan. This class will review seven concepts that demonstrate lean and mean UX. Students will discuss the role of attitude and behavior in customer development and cover strategies that could make or break your product.

Transcript

1. LEAN, MEAN UX: THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE TOMER SHARON, UX RESEARCHER, GOOGLE @tsharon
2. THANK YOU!
3. HI, I’M TOMER
4. @tsharon
5. I HAVE A GREAT IDEA
6. THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE 17 UX DEFINITIONS 6 LEAN UX MINDSET CONCEPTS 6 ATTITUDE & BEHAVIOR FACTORS 6 UX POINTERS FOR AWESOME UX
7. “I’M A UX RESEARCHER”
9. WHAT IS UX?
26. SO WHAT IS UX?
27. HOW PEOPLE FEEL WHEN THEY USE SOMETHING.
28. AND WHAT’S UX RESEARCH?
29. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.
30. 3 QUESTIONS UX RESEARCH CAN ANSWER
31. WHAT DO PEOPLE NEED?
32. WHAT DO PEOPLE WANT?
33. CAN PEOPLE USE IT?
34. 6 LEAN UX MINDSET CONCEPTS
35. LEAN UX = GREAT UX
36. LEAN = GREAT
38. TECHNOLOGY   PSYCHOLOGY  
39. WHICH LATENCY PROBLEMS ARE IMPORTANT TO FIX?  
40. LEAN STARTUPS ARE IN THE PSYCHOLOGY BUSINESS
42. SOLUTION   PROBLEM  
44. PERFECTLY EXECUTING THE WRONG PLAN.  
46. LEAN STARTUPS ARE IN THE PROBLEM-FINDING BUSINESS
48. EXPERIENCE   USER  
49. THE USER COMES BEFORE THE EXPERIENCE
50. LEAN STARTUPS ARE IN THE USER BUSINESS
52. D   R  
53. MANY STARTUPS INVEST MORE ON DEVELOPMENT, NOT RESEARCH
54. RECOGNIZE ASSUMPTIONS THEN TEST THEM
55. PROGRESS MEANS LEARNING, NOT MAKING STUFF.  
56. LEAN STARTUPS ARE IN THE LEARNING BUSINESS
58. FEATURES   GOALS  
59. IDENTIFY THE PRODUCT BY ITS FEATURES Internal combustion engine Four wheels with rubber tires A transmission connecting the engine to the drive wheels Engine and transmission mounted on metal chassis A steering wheel Comfortable to sit on Cuts grass quickly and easily
60. LEAN STARTUPS ARE IN THE GOALS BUSINESS
62. BEHAVIOR   ATTITUDE  
63. LEAN STARTUPS ARE IN THE BEHAVIOR BUSINESS
64. DON’T LISTEN TO USERS
65. OBSERVE BEHAVIOR
66. I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF ATTITUDE & BEHAVIOR
67. STRONG RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
68. 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]
70. MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
71. SOCIAL PSYCHOLOGISTS STARTED ASKING WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOR?
72. 6 FACTORS THAT AFFECT THE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
74. ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT
75. A GENERAL ATTITUDE CAN’T HELP IN PREDICTING SPECIFIC BEHAVIORS
76. A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC & UNIQUE BEHAVIOR
77. SPECIFIC BEHAVIOR NUMBER OF FRIENDS, LIKES, COMMENTS, AND SHARES ON FACEBOOK
78. GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A ‘SOCIAL ANIMAL’?
79. GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE PILL [DAVIDSON & JACCARD, 1979]
80. ATTITUDE USING BIRTH CONTROL THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL IN THE NEXT 2 YEARS CORRELATION 0.08 0.32 0.53 0.57
82. ATTITUDE-BEHAVIOR RELATIONSHIP TIME BETWEEN MEASURMENTS
83. PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT TIME- DIFFERENCE IS SHORT
84. REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER TIME
85. HOW MANY TIMES DID A USER DRAW A SCREEN THEY WANT, ONLY TO REJECT IT 3 MONTHS LATER? [AFTER YOU COMPLETED CODING THE DAMN THING]
87. ATTITUDE-BEHAVIOR RELATIONSHIP WAY OF ACQUIRING ATTITUDE
88. JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A FRIEND’S HOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIR FRIEND ANDY SAW A COMMERCIAL FOR THAT GAME. WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?
89. PRINCIPLE PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION WITH BEHAVIOR
90. APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT
91. APPLICATION 2 TO UX ASK ABOUT PAST EXPERIENCES RATHER THAN PREDICTIONS OF THE FUTURE
93. ATTITUDE-BEHAVIOR RELATIONSHIP CLARITY OF ATTITUDE
94. PRINCIPLE ATTITUDE & BEHAVIOR CORRELATION INCREASES WHEN ATTITUDE IS CLEARER
95. STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MORE INFORMATION ABOUT CANDIDATES COMPARED TO STUDENTS WHO WERE NOT VERY UP-TO-DATE WITH CANDIDATE INFORMATION. [DAVIDSON ET AL, 1985]
97. ATTITUDE-BEHAVIOR RELATIONSHIP ACCESSIBILITY OF ATTITUDE TO CONCIOUS
98. PRINCIPLE CONSCIOUS- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR
99. COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR OWN COMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTER PREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEM REPEATEDLY. [POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]
101. ATTITUDE-BEHAVIOR RELATIONSHIP PERSONALITY
102. PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY OF ATTITUDE & BEHAVIOR
103. PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE DESIRED PUBLIC APPEARANCES
104. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
105. THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
106. WHAT DOES IT MEAN TO YOU?
107. NEVER ASK WHAT THEY NEED DO YOU THINK THIS IS A GOOD THING TO HAVE?
108. INSTEAD OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT TASK YOU TYPICALLY DO.
109. NEVER ASK WHAT IS THEIR FEEDBACK WHAT DO YOU THINK ABOUT THIS COOL “SHARE” BUTTON?
110. INSTEAD WATCH THEM USE IT CAN YOU SHOW ME HOW YOU DO THAT?
111. 6 UX POINTERS FOR AWESOME UX
112. BIOSENSORY INFORMATION
113. COLOR AND CONTRUST
116. PRE-ATTENTIVE PROCESSING
117. COLOR SELECTION FIND THE PINK CIRCLE
119. SHAPE SELECTION FIND THE PINK SQUARE
121. CONJUNCTION OF FEATURES FIND THE PINK CIRCLE
123. PRE-ATTENTIVE PROCESSING OF WEB PAGES IDENTIFY THE BETTER SITE
126. PRIOR KNOWLEDGE
128. IDENTIFY WHAT USERS ALREADY KNOW
129. LEARNING
130. IDENTIFY WHAT USERS NEED TO LEARN
131. MOTIVATION
132. IDENTIFY WHAT USERS WANT NEED TO DO
133. EMOTIONS
134. IDENTIFY WHAT MAKES THEM TICK, CRINGE
135. WHAT MAKES THEM HAPPY?
136. goo.gl/w7ZPu
137. RECAP
138. LEAN STARTUPS ARE IN THE BUSINESS OF 1.  PSCYCHOLOGY 2.  PROBLEM-FINDING 3.  USER 4.  LEARNING 5.  GOALS 6.  BEHAVIOR
139. PSYCHOLOGY OF ATTITUDE & BEHAVIOR 1.  Level of measurement 2.  Time between measurements 3.  Way of acquiring attitude 4.  Clarity of attitude 5.  Accessibility of attitude to conscious 6.  Personality
140. GREAT UX MEANS KNOWING MORE ABOUT 1.  BIOSENSORY INFORMATION 2.  PRE-ATTENTIVE PROCESSING 3.  PRIOR KNOWLEDGE 4.  LEARNING 5.  MOTIVATION 6.  EMOTIONS
141. LAST THOUGHTS
142. I HAVE A GREAT IDEA
143. I HAVE NO IDEA
144. WE’RE GOING TO LEARN TOGETHER
145. THAT’S LEAN AND MEAN
146. THANK YOU @tsharon Facebook.com/itsourresearch http://itsourresear.ch https://speakerdeck.com/tsharon/mean-lean-ux