get the most out of getting out of the building
Post on 19-Oct-2014
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DESCRIPTION
Presentation given 1-15-2013 in the Northwestern Class NUvention Web on using contextual design in the context of lean startup and customer developmentTRANSCRIPT
Getting the most out of getting out of the
buildingBetter Customer Interviewing
Todd Warren1-15-2013
3 kinds of user research
Generative
Techniques:• Contextual Design/Open Ended
Interviews• Segmentation Studies• Competitor study• “Net”-nographyBest:• To generate designs• Find Latent needs• Define segments/personas
Evolutionary
Techniques:• Paper Prototypes• Scenario “spike”• Observed usability testing
Best:• To validate solution• Test Terminology and Flow• Test wording and emphasis of
value prop
Quantitative
Techniques:• A/B Tests• Cohort Analysis• Behavioral Metrics• Heat MappingBest:• Test discrete design difference• Optimize Flow
Based on Janice Fraser Lean UX model, see: http://www.slideshare.net/clevergirl/ux-lean-startups-for-entrepreneurs-kellogg-edition
Contextual Design Interviews
• Watch users doing stuff versus answering questions.• Ground in the “Focus of Work” not the abstract of needs
• Go to where they work
• Underlying premise: users are bad at describing where they work around the system; but do it intuitively anyway• “Master/Apprentice” model—learn what it is they do, see what it is they do.• One person, less intimidating; allows teams to make progress faster
Basic approach of a CI Interview
• Define focus of the interview• Determine the subject (person)• Visit during a time that is in the context of related work• Watch them do the work; ask questions about what they are doing.• Gather “Artifacts”• Sketch their physical environment
Contextual Design Interview
• During the interview:• Take notes• Observes and ask questions• Record if possible• Take pictures if possible
• Preamble:• “we are watching people use facebook, and we’d like to watch you work with
facebook for 45min-hour as part of a class to develop a product concept”
Interview Demo
Debriefing the Interview
• Interviewers express the narrative of what they have seen.• Recorders catch “factoids”• Recorders attempt to extract “flow” and “sequence”• Think about cultural context
Interview de-brief
• Involve at least 1-2 others from the team• Do as soon as possible after the
interview• Have an individual who focuses on
recording facts/sequences/work models who didn’t attend the interview• Record facts even if they seem
irrelevant• Watch for rat-holes, detailed design
discussion
Eventually, consolidate into cross user models
Work Models: Affinity Diagram
• “Factoids” useful bits of information from the interview
• “Design Ideas” potential features or areas of investigation for further study
• Consolidate “bottoms up” based on how things fit together
• Each interview can generate 50-ish factoids/DI’s
• Use post-it notes (great for 3m!)• Can use electronic method: Microsoft’s
“StickySorter”, linoit.com• “Cut and paste” from interview works
well
Affinity Example
Affinity Model –Enthusiast apps
• Likely to use app before/after activity (not during)• Outdoor enthusiasts are looking for feature rich phones• People want to be able to conveniently and easily share media• Want to share with the right community -> Unobtrusive seamless sharing• Enthusiasts want to know where they’ve been/started and where friends
are• Want to be safe and know surroundings• Need accurate real time and future weather info• Need multiple modes of connectivity to avoid coverage-dependent
situations
Assignment: 6 debriefed interviews
• Use the interview debrief template in google docs• One sheet per team• One tab per interview subject
Next Week
• New Presentation template• Canvas• Solution Resume
• Contextual Interviews• 6 per team minimum• Record via spreadsheet and an entry in Launchpadcentral
• Canvas Update Launchpadcentral• Landing Page• Connect with Faculty Advisor and AB Mentor