stop listening to your customers
DESCRIPTION
A talk given by Nate Bolt and Mark Trammell at SXSW 2011, and based on an article Nate co-wrote on VentureBeat in 2010.TRANSCRIPT
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GOOD MORNING GOOD MORNING & WELCOME& WELCOME
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Stop Listening To Your Customers
Nate BoltNate BoltBolt|Bolt|PetersPeters@boltron@boltron
Mark TrammellMark TrammellTwitterTwitter@trammell@trammell
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#StopLing
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What are ways companies listen to
customers?
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60 years agoo hai, faye
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user researcb tools
20 years ago
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19951995
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Bad Listening
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1)Hypothetical Questions2)A False Premise
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Reduce friction.Reduce friction.
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flickr/eschipulflickr/eschipul
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Good Research
Investigate current behavior
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Dead Tomato Society
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Plain, Spicy, Extra Chunky
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"It used to be that the way to find out what people
wanted to eat was to ask them."
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Good Research
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1) Contextual2) Time-aware3) Behavioral
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More Bad Listening
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Don’t bore people with your survey.
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Sprint to afunctional prototype
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A functional prototype can be a static site, low fidelity mock, paper prototype,
index cards,…
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…but use real data.
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Iterate
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#NewTwitter#NewTwitter
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flickr/monatbrooksEmphasize the Emphasize the
moment.moment.flickr/mtbphoto
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Task analysis in four simple steps
1. Define the audience and their
goals. Create tasks that address
those goals. Get the right people.
Watch them try to perform the tasks.
- Kuniavsky, Observing the User
Experience
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I love the usability setup @trammell and I use at @twitter. $70 software and no 2-way mirror! cc: @silverbackapp—
@kvanscha
I love the usability setup @trammell and I use at @twitter. $70 software and no 2-way mirror! cc: @silverbackapp—
@kvanscha
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Friends&
Familyawkwardfamilyphotos.com
awkwardfamilyphotos.com
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If you click on a Tweet, you'll see it's quite neat. I'm a poet, and I don't even know it. #NewTwitter — @k
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Good Research
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1) Sprint to the testable.2) Iterate.
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People lie lessat home
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Since 2007
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Can tools make us better researchers?
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What we did for Rdio
•GoToMeeting: 5 users (moderated)
•UserTesting.com: 10 users (self-moderated)
•Usabilla: 50 users (automated)
•Ethnio: 468 recruits
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What we did for Volkswagen,
Esurance, and a Large Retailer
•$50 Webcam
• Free Ustream account
•Observed mobile users in-store and in a lab
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Good Research
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1) Mix online tools2) Stream research live
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When you *really* don ’t have to listen to
your customers
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deadly sins
7
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Lust
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Gluttony
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Greed
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Sloth
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Wrath
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Envy
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Pride
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For the rest of us,we have to avoid the big myth
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The Myth:Geniuses have genius
ideas that turn into genius products.
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The Truth:Great Ideas come from Other Great Ideas
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More Truth:Imaginative research facilitates invention.
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"Sometimes, you gotta fart before you
poop."—@hotdogsladies
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What helicopters do in action movies
Some thoughts on metrics
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"Sometimes you can observe a lot by watching."
— Yogi Berra, catcher
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Research customers the right way
•expand notion of what research is•build•behavior•time-aware
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Thank You.
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sxsw.com/feedback
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Questions?
@boltron @trammelltwitter.comboltpeters.com
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Questions about the
#QuickBar?