The mindset you need to develop products people desire

3c0b492a599715b69b5ed1363a9c2c4f?s=47 Tomer Sharon
October 27, 2017

The mindset you need to develop products people desire

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.

3c0b492a599715b69b5ed1363a9c2c4f?s=128

Tomer Sharon

October 27, 2017
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Transcript

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    MEAN, LEAN UX: THE MINDSET YOU NEED TO DEVELOP PRODUCTS

    THAT PEOPLE DESIRE TOMER SHARON, HEAD OF UX, WEWORK @tsharon
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    THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE

    20 UX DEFINITIONS 6 LEAN UX MINDSET CONCEPTS 6 ATTITUDE & BEHAVIOR FACTORS 4 POINTERS FOR AWESOME UX
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    D R

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    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
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    6

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    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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    1

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    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
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    2

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    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]
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    3

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    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?
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    APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS

    ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT
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    4

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    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]
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    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]
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    IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF

    PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
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    THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO

    COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
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    BECAUSE THEY’LL TELL YOU WHAT YOU WANT TO HEAR AND

    THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT
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    LEAN STARTUPS ARE IN THE BUSINESS OF 1.  PSCYCHOLOGY 2. 

    PROBLEM-FINDING 3.  USER 4.  LEARNING 5.  GOALS 6.  BEHAVIOR
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    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
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    GREAT UX MEANS KNOWING MORE ABOUT 1.  BIOSENSORY INFORMATION 2. 

    PRE-ATTENTIVE PROCESSING 3.  PRIOR KNOWLEDGE 4.  EMOTIONS
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