using discovery to create products people actually want (2017 ux copenhagen workshop)
TRANSCRIPT
Using Discovery to create products people actually want
Jenny Shirey | UX Copenhagen | March 8, 2017
Discovery
Before
Then Marty Cagan came...
“It is from getting to know people, and digging with each of them into their
underlying needs, that we get the insights necessary to inspire great products.”
–Marty Cagan
Product Discovery
Answering 4 questions...
Will they use it?
Will they use it?Can they use it?
Will they use it?Can they use it?Can we build it?
Will they use it?Can they use it?Can we build it?
Can we support it?
Discovery
Delivery
Discovery
Delivery
Ideas
Discovery
Delivery
Ideas
Tests
Discovery
Delivery
Ideas
Tests
Release Release
PM
TL UX
ENG
ENG
ENG
Productteam
PM
TL UX
ENG
ENG
ENG
Productteam
How we do Discovery
Workshop with Jeff Patton
Time-box + Satisfice
10-20 minute chunks
“Good enough for now”
© Jeff Patton
Our favorite methods
User story mapping
Understand a current or future journey
See opportunities for improvement
Get the whole picture (outside of the product)
Why?
Define beginning / end
Beginning End
Define beginning / end
Hear abouta product
Usingthe product
Write actions on sticky notes
Arrange across time (approx)
At sametime
Name the “big steps”
Tell the story
ResearchSign
up Buy Use 1st time
Add pain points / positives
How?
Start silently (write, place, THEN discuss)
Generalize when needed
Remember: story maps are not precise
Practice time!
Form groups of 3-4
Map your morning; combine with your team
10 minutes
Your morning routine
Wake up Arrive atTivoliWrite actions on sticky notes
(individually)
Place left -> right (team)
Same time = vertical
Name the big steps
How was that?
Opportunity canvas
Find out what you know / don’t know
Get the team on same page before you start
Why?
© Jeff Patton
© Jeff Patton
Problems + solutions
Target users
Workarounds (“solutions today”)
User value
User + business metrics
Adoption strategy
Rough budget
How?
Time box: less than 1 hour
Use your best guesses
“Problem” might be opportunity
Interview summary sheets
Quickly get insights
Get out of your head / computer - make visible to all
Why?
About
Emotions / Beliefs
Things they do
Quotes
How?
Write sticky notes during interview
Place, then discuss after
Do as a group, right away while fresh
Practice time!
Scenario: you’re designing a new music experience
User interview about going to a concert
Practice time!
Listen to the interview, write notes
Share with your group
6 minutes
How was that?
Several summary sheets ->
insights and more questions
Crazy 8 Sketching
Visualize your ideas
Try to get out many ideas
“Your first idea is never your best”
Why?
How?
Short time box; work as quickly as possible!
Quantity over quality
“Visualize the vote”
Practice time!
Sketch: ways to log in
As many ideas as you can!
6 minutes
Practice time!
Look at your group’s sketches
Star your 3 favorite ideas
2 minutes
How was that?
Some collaboration tips
Tip
Visualize your thinking
Tip
Small groups (3-5 people)
Tip
Decide, then analyze
Tip
Talk less!
Where to learn more...
User Story Mapping
Jeff Patton
Sprint
Jake Knapp
Don’t Make Me Think
Steve Krug
Interviewing Users
Steve Portigal
The User Experience Team of One
Leah Buley
http://jpattonassociates.com/For resources and templates
Dave McClure’s Pirate Metrics video
Marty Cagan’s 2012 Mind the Product talk
@seejennydesign | jobs.trustpilot.com