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

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

    THAT PEOPLE DESIRE TOMER SHARON, HEAD OF UX, WEWORK @tsharon
  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
  5. WHEN PEOPLE HEAR UX…

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  13. WHAT IS UX?

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  15. CREDIT: ERIK FLOWERS

  16. CREDIT: DAN WILLIS

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  33. SO WHAT IS UX?

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

  35. 6 LEAN UX MINDSET CONCEPTS

  36. LEAN UX = GREAT UX

  37. LEAN = GREAT

  38. 1

  39. TECHNOLOGY PSYCHOLOGY

  40. WHICH LATENCY PROBLEMS ARE IMPORTANT TO FIX?

  41. LEAN STARTUPS ARE IN THE PSYCHOLOGY BUSINESS

  42. 2

  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

  48. 3

  49. EXPERIENCE USER

  50. THE USER COMES BEFORE THE EXPERIENCE

  51. LEAN STARTUPS ARE IN THE USER BUSINESS

  52. 4

  53. D R

  54. MANY STARTUPS INVEST MORE ON DEVELOPMENT, NOT RESEARCH

  55. RECOGNIZE ASSUMPTIONS THEN TEST THEM

  56. PROGRESS MEANS LEARNING, NOT MAKING STUFF.

  57. LEAN STARTUPS ARE IN THE LEARNING BUSINESS

  58. 5

  59. FEATURES GOALS

  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

  64. 6

  65. BEHAVIOR ATTITUDE

  66. LEAN STARTUPS ARE IN THE BEHAVIOR BUSINESS

  67. DON’T LISTEN TO USERS

  68. OBSERVE BEHAVIOR @tsharon

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

    ATTITUDE & BEHAVIOR
  70. STRONG POSITIVE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR

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

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

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

  75. 1

  76. ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT

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

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

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

    FACEBOOK
  80. GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A

    ‘SOCIAL ANIMAL’?
  81. GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE

    PILL [DAVIDSON & JACCARD, 1979]
  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

  85. PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT

    TIME- DIFFERENCE IS SHORT
  86. REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER

    TIME
  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

  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?
  91. PRINCIPLE PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION

    WITH BEHAVIOR
  92. APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS

    ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT
  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

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

  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

  100. PRINCIPLE CONSCIOUS- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR

  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

  104. PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY

    OF ATTITUDE & BEHAVIOR
  105. PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE

    DESIRED PUBLIC APPEARANCES
  106. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF

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

    COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
  108. WHAT DOES IT MEAN TO YOU?

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  110. NEVER ASK WHAT THEY NEED

  111. BECAUSE HUMANS SUCK AT PREDICTING THE FUTURE YET THEY ARE

    HAPPY TO GIVE YOU THEIR OPINION
  112. INSTEAD, OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT

    TASK YOU TYPICALLY DO.
  113. NEVER ASK WHAT’S THEIR FEEDBACK WHAT DO YOU THINK ABOUT

    THIS COOL “SHARE” BUTTON?
  114. BECAUSE THEY’LL TELL YOU WHAT YOU WANT TO HEAR AND

    THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT
  115. INSTEAD, WATCH THEM USE IT CAN YOU SHOW ME HOW

    YOU DO THAT? @tsharon
  116. 4 POINTERS FOR AWESOME UX

  117. BIOSENSORY INFORMATION

  118. COLOR AND CONTRUST

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  121. PRE-ATTENTIVE PROCESSING

  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

  139. EMOTIONS

  140. IDENTIFY WHAT MAKES THEM TICK, CRINGE

  141. WHAT MAKES THEM HAPPY?

  142. goo.gl/w7ZPu

  143. RECAP

  144. LEAN STARTUPS ARE IN THE BUSINESS OF 1.  PSCYCHOLOGY 2. 

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

    PRE-ATTENTIVE PROCESSING 3.  PRIOR KNOWLEDGE 4.  EMOTIONS
  147. LAST THOUGHTS

  148. I HAVE A GREAT IDEA

  149. I HAVE NO IDEA

  150. WE’RE GOING TO LEARN TOGETHER

  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

  154. THANK YOU @tsharon leanresearch.co

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