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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
flickr.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 don’t 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 can’t just “hit it
with the pretty stick”
flickr.com/photos/aleca_99
@thinknow
Focus on the problem,
not the solution
flickr.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
flickr.com/
photos/joi
“ “
flickr.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
shouldn’t be
a special occasion
flickr.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 you’re 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:
It’s 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
you’re 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

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5 steps to learn what your customers (really) want