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.

Transcript

1. MEAN, LEAN UX:
   THE MINDSET YOU NEED
   TO DEVELOP PRODUCTS
   THAT PEOPLE DESIRE
   TOMER SHARON, HEAD OF UX, WEWORK @tsharon
   

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2. I HAVE A
   GREAT IDEA
   

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4. 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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5. WHEN PEOPLE
   HEAR UX…
   

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13. WHAT IS
    UX?
    

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15. CREDIT: ERIK FLOWERS
    

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16. CREDIT: DAN WILLIS
    

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33. SO WHAT
    IS UX?
    

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34. UX IS HOW
    PEOPLE FEEL
    WHEN THEY USE
    SOMETHING.
    @tsharon
    

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35. 6 LEAN UX
    MINDSET
    CONCEPTS
    

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36. LEAN UX = GREAT UX
    

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37. LEAN = GREAT
    

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39. TECHNOLOGY
    PSYCHOLOGY
    

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40. WHICH LATENCY
    PROBLEMS ARE
    IMPORTANT TO
    FIX?
    

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41. LEAN STARTUPS
    ARE IN THE
    PSYCHOLOGY
    BUSINESS
    

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43. SOLUTION
    PROBLEM
    

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45. PERFECTLY
    EXECUTING
    THE WRONG
    PLAN.
    

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47. LEAN STARTUPS
    ARE IN THE
    PROBLEM-FINDING
    BUSINESS
    

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49. EXPERIENCE
    USER
    

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50. THE USER COMES
    BEFORE THE
    EXPERIENCE
    

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51. LEAN STARTUPS
    ARE IN THE USER
    BUSINESS
    

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53. D
    R
    

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54. MANY STARTUPS
    INVEST MORE ON
    DEVELOPMENT, NOT
    RESEARCH
    

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55. RECOGNIZE
    ASSUMPTIONS
    THEN TEST THEM
    

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56. PROGRESS
    MEANS
    LEARNING,
    NOT MAKING
    STUFF.
    

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57. LEAN STARTUPS
    ARE IN THE
    LEARNING
    BUSINESS
    

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59. FEATURES
    GOALS
    

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60. 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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63. LEAN STARTUPS
    ARE IN THE GOALS
    BUSINESS
    

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65. BEHAVIOR
    ATTITUDE
    

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66. LEAN STARTUPS
    ARE IN THE
    BEHAVIOR
    BUSINESS
    

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67. DON’T LISTEN
    TO USERS
    

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68. OBSERVE
    BEHAVIOR
    @tsharon
    

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69. I DON’T LISTEN TO
    USERS BECAUSE OF
    THE PSYCHOLOGY OF
    ATTITUDE & BEHAVIOR
    

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70. STRONG POSITIVE
    RELATIONSHIP
    BETWEEN ATTITUDE
    AND BEHAVIOR
    

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71. 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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72. MANY STUDIES
    FOUND NO
    RELATIONSHIP
    BETWEEN ATTITUDE
    AND BEHAVIOR
    

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73. SOCIAL PSYCHOLOGISTS STARTED ASKING
    WHAT AFFECTS THE
    RELATIONSHIP
    BETWEEN ATTITUDE
    & BEHAVIOR?
    

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74. 6 FACTORS THAT
    AFFECT THE
    RELATIONSHIP
    BETWEEN ATTITUDE
    AND BEHAVIOR
    

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76. ATTITUDE-BEHAVIOR RELATIONSHIP
    LEVEL OF
    MEASURMENT
    

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77. A GENERAL ATTITUDE
    CAN’T HELP IN
    PREDICTING SPECIFIC
    BEHAVIORS
    

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78. A SPECIFIC & UNIQUE
    ATTITUDE MIGHT
    PREDICT A SPECIFIC &
    UNIQUE BEHAVIOR
    

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79. SPECIFIC BEHAVIOR
    NUMBER OF FRIENDS,
    LIKES, COMMENTS,
    AND SHARES ON
    FACEBOOK
    

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80. GENERAL ATTITUDE
    TO WHAT EXTENT DO
    YOU CONSIDER
    YOURSELF A ‘SOCIAL
    ANIMAL’?
    

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81. GENERAL & SPECIFIC ATTITUDES OF MARRIED
    WOMEN TOWARD USING THE PILL
    [DAVIDSON & JACCARD, 1979]
    

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82. 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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84. ATTITUDE-BEHAVIOR RELATIONSHIP
    TIME BETWEEN
    MEASURMENTS
    

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85. PRINCIPLE
    POSITIVE CORRELATION
    BETWEEN ATTITUDE &
    BEHAVIOR INCREASES IF
    MEASUREMENT TIME-
    DIFFERENCE IS SHORT
    

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86. REASON
    BECAUSE PEOPLE’S
    ATTITUDES ARE NOT
    STABLE AND CHANGE
    OVER TIME
    

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87. 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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89. ATTITUDE-BEHAVIOR RELATIONSHIP
    WAY OF ACQUIRING
    ATTITUDE
    

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90. 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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91. PRINCIPLE
    PAST EXPERIENCE
    CLARIFIES ATTITUDE
    AND INCREASES ITS
    POSITIVE CORRELATION
    WITH BEHAVIOR
    

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92. APPLICATION 1 TO UX
    IN USABILITY TESTING,
    ASK ABOUT OPINIONS
    ONLY AFTER USERS
    ACTUALLY EXPERIENCE
    THE PRODUCT
    

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93. APPLICATION 2 TO UX
    ASK ABOUT PAST
    EXPERIENCES RATHER
    THAN PREDICTIONS
    OF THE FUTURE
    @tsharon
    

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95. ATTITUDE-BEHAVIOR RELATIONSHIP
    CLARITY OF ATTITUDE
    

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96. PRINCIPLE
    ATTITUDE & BEHAVIOR
    CORRELATION
    INCREASES WHEN
    ATTITUDE IS CLEARER
    

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97. 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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99. ATTITUDE-BEHAVIOR RELATIONSHIP
    ACCESSIBILITY OF
    ATTITUDE TO
    CONSCIOUS
    

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100. PRINCIPLE
     CONSCIOUS-
     ACCESSIBLE
     ATTITUDE BETTER
     PREDICTS BEHAVIOR
     

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101. 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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103. ATTITUDE-BEHAVIOR RELATIONSHIP
     PERSONALITY
     

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104. PRINCIPLE
     PEOPLE WITH HIGH SELF
     MONITORING DO NOT
     DEMONSTRATE
     CONSISTENCY OF
     ATTITUDE & BEHAVIOR
     

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105. PEOPLE CONCERNED WITH
     THEIR SELF-PRESENTATION
     CLOSELY MONITOR
     THEMSELVES TO ENSURE
     DESIRED PUBLIC
     APPEARANCES
     

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106. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF
     PEOPLE WITH HIGH SELF-MONITORING SCORES.
     [SNYDER, 1974, 1979]
     

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107. THIS IS WHY YOU SEE
     SOME PEOPLE MISERABLY
     FAILING TO COMPLETE
     TASKS IN A USABILITY
     TEST YET ARE ‘EXTREMELY
     SATISFIED’
     

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108. WHAT DOES
     IT MEAN TO
     YOU?
     

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110. NEVER ASK WHAT
     THEY NEED
     

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111. BECAUSE
     HUMANS SUCK AT
     PREDICTING THE
     FUTURE
     YET THEY ARE HAPPY TO GIVE YOU THEIR OPINION
     

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112. INSTEAD,
     OBSERVE WHAT
     THEY DO
     SHOW ME THE MOST FREQUENT TASK YOU TYPICALLY DO.
     

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113. NEVER ASK
     WHAT’S THEIR
     FEEDBACK
     WHAT DO YOU THINK ABOUT THIS COOL “SHARE” BUTTON?
     

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114. BECAUSE THEY’LL
     TELL YOU WHAT
     YOU WANT TO
     HEAR
     AND THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT
     

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115. INSTEAD, WATCH
     THEM USE IT
     CAN YOU SHOW ME HOW YOU DO THAT?
     @tsharon
     

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116. 4 POINTERS
     FOR AWESOME
     UX
     

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117. BIOSENSORY
     INFORMATION
     

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118. COLOR AND
     CONTRUST
     

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121. PRE-ATTENTIVE
     PROCESSING
     

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122. COLOR
     SELECTION
     FIND THE PINK CIRCLE
     

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125. SHAPE
     SELECTION
     FIND THE PINK SQUARE
     

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128. CONJUNCTION
     OF FEATURES
     FIND THE PINK CIRCLE
     

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131. PRE-ATTENTIVE
     PROCESSING OF
     WEB PAGES
     IDENTIFY THE BETTER SITE
     

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136. PRIOR
     KNOWLEDGE
     

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138. IDENTIFY WHAT
     USERS ALREADY
     KNOW
     

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139. EMOTIONS
     

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140. IDENTIFY WHAT
     MAKES THEM
     TICK, CRINGE
     

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141. WHAT MAKES
     THEM HAPPY?
     

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142. goo.gl/w7ZPu
     

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143. RECAP
     

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144. LEAN STARTUPS ARE IN THE BUSINESS OF
     1.  PSCYCHOLOGY
     2.  PROBLEM-FINDING
     3.  USER
     4.  LEARNING
     5.  GOALS
     6.  BEHAVIOR
     

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145. 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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146. GREAT UX MEANS KNOWING MORE ABOUT
     1.  BIOSENSORY INFORMATION
     2.  PRE-ATTENTIVE PROCESSING
     3.  PRIOR KNOWLEDGE
     4.  EMOTIONS
     

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147. LAST
     THOUGHTS
     

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148. I HAVE A
     GREAT IDEA
     

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149. I HAVE
     NO IDEA
     

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150. WE’RE GOING
     TO LEARN
     TOGETHER
     

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151. IF YOU WANT TO
     BE A GREAT
     ARCHEOLOGIST, GET
     OUT OF THE LIBRARY!
     @tsharon
     

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153. THAT’S
     LEAN AND MEAN
     

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154. THANK YOU
     @tsharon
     leanresearch.co
     

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155. ONLINE VIDEO COURSE
     RESEARCHING USER NEEDS
     http://teamtreehouse.com/library/researching-user-needs
     

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