5 steps to learn what your customers (really) want

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Delivered at StartupUCLA July 9, 2014 http://startupucla.com/

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  • 5 Steps to learn what your customers (really) want
  • @thinknow Lane Halley lane@lanehalley.com @thinknow
  • @thinknow Lessons learned
  • @thinknow Software is eating the world. Marc Andreessen ickr.com/photos/joi
  • @thinknow More businesses moving online Broadband internet Connected devices (smartphones) Low start up costs A digitally wired global economy
  • @thinknow 9 out of 10 new products are failures. www.class-central.com Steve Blank Photo: udacity.com
  • @thinknow The most expensive features you build are the ones your customers dont use.
  • @thinknow Every product has a user experience whether you plan it or not.
  • @thinknow Who is responsible for the user experience of your product?
  • @thinknow Every product decision is a UX decision. Josh Seiden
  • @thinknow You cant just hit it with the pretty stick ickr.com/photos/aleca_99
  • @thinknow Focus on the problem, not the solution ickr.com/photos/wwworks
  • @thinknow Fall in love with a problem to solve 20% inspiration, 80% perspiration Low switching cost Find a cookie monster problem
  • @thinknowcommons.wikimedia.org
  • @thinknow PEOPLE USES FEATURES Business vision NEEDS UI design, wireframes, visual design
  • @thinknow ickr.com/ photos/joi ickr.com/photos/betsyweber
  • @thinknow The Lean Startup cycle
  • @thinknow The Lean Startup (UX) cycle Prototypes & Experiments QualitaTve & quanTtaTve evaluaTon Customer ConversaTons Personas, needs and uses
  • @thinknow Talking to users shouldnt be a special occasion ickr.com/photos/wwworks
  • @thinknow Five (easy) steps 1. Have a plan 2. Pair up 3. Create a conversation 4. Show the demo last 5. Share what youre learning
  • @thinknow #1 Have a plan Photo: @thinknow | Atomic Object @thinknow
  • @thinknow Before you GOOB* Who do you want to talk to? Where do you find these people? * Get out of the Building -- Steve Blank
  • @thinknow Micro-segments Have the same cookie monster reaction Use the same jargon Congregate in communities
  • @thinknow How do you find (the right) people? Social media (Facebook, Twitter) Special interest groups (Meetups) Friends and Family Coffee shops, malls.wherever they are
  • @thinknow #2 Pair up Photo: @thinknow | Atomic Object @thinknow
  • @thinknow Pair interviewing Two different jobs (remember to take turns!) One person guide the conversations The other takes notes, ensures completeness Benefits Easier to focus on just talking or note-taking Better shared understanding later
  • @thinknow Remember: Its a conversation, not an interrogation
  • @thinknow #3 Create a conversation Photo: @thinknow | LUXr
  • @thinknow Conversation tips Open and closed-ended questions Paraphrasing Body language and encouragers
  • @thinknow Listen for needs and goals If you had that feature, what would that allow you to do?
  • @thinknow Avoid leading questions Leading: Would it be helpful if we added feature x? Better: Tell me a story about the last time you
  • @thinknow Simple interview framework 1. Warm-up questions to set context Tell me a little about yourself and how you 2. Talk about real events, avoid conjecture Tell me about a recent time when you 3. Express appreciation Thanks for your time, this was helpful! 4. Ask for permission to follow up and referrals May we contact you again? Can you introduce us to other people like you?
  • @thinknow #4 Show the demo last Photo: @thinknow | LUXr @thinknow
  • @thinknow #5 Share what youre learning 35 Photo: @thinknow | LUXr
  • @thinknow Rainbow Spreadsheet Tomer Sharon / smashingmagazine.com
  • @thinknow Tips for sharing what you learn Notes on cards or stickies Photos Put it on the wall Small conversations, frequently Rainbow spreadsheet
  • @thinknow Practice Interview Photo: @thinknow | LUXr @thinknow
  • @thinknow AcTvity: PracTce interview
  • @thinknow Practice interview 1. Pair up! Choose who will be the first architect/ interviewer. The other person is the customer/ interviewee. 2. Architect: Conduct a 5-minute interview to learn the qualities that would make this customer LOVE the house you will design. 3. Switch after 5 minutes so each person does an interview.
  • @thinknow Topic Map
  • @thinknow AcTvity: Make a topic map
  • @thinknow Make a topic map (team activity) 5 min Individual activity (silent): Write stickies that answer the question what do I wish I knew about my customer/user? 5 min Group activity: Taking turns, read your stickies to each other and put them on a table or poster. 5 min Group activity: organize the stickies, give each group a short 1-3 word name. 5 min Individual activity: Copy the group names to a piece of paper to make a topic map.
  • @thinknow Lane Halley lane@lanehalley.com THANK YOU