user research
TRANSCRIPT
i290 lean/agile product management unit 3: user research
@jezhumble https://lapm.continuousdelivery.com/
This work © 2015 Jez Humble Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
be able to frame ideas in terms of hypotheses
understand purpose and problem as starting points
know what an MVP is and isn’t
understand variety of types of user research
know how to make proto-personas & empathy maps
learning outcomes
shareholder value
The directors of a public corporation have a fiduciary duty to maximize profits
—Jensen and Meckling, Theory of the Firm
SpaceX
“the company was founded in 2002 by Elon Musk to revolutionize space transportation and ultimately make it possible for people to live on other planets.”
Jack Andraka
His parents, he says, never really answered any of the questions they had. Go figure it out for yourself, they would say. “I got really into the scientific method of developing a hypothesis and testing it and getting a result and going back to do it again.”
http://www.forbes.com/sites/bruceupbin/2012/06/18/wait-did-this-15-year-old-from-maryland-just-change-cancer-treatment/
mvp bicycle / scooter
Henrik Kniberg | http://blog.crisp.se/2016/01/25/henrikkniberg/making-sense-of-mvp
incremental vs iterative
Jeff Patton | http://jpattonassociates.com/dont_know_what_i_want/
purpose
@jezhumble
personas
Target by Jasper Johns | http://www.flickr.com/photos/nostri-imago/3137422976/
Personas and empathy mappingWHY WHAT HOW
• Make assumptions and knowledge about users explicit
• Give the team a common language to talk meaningfully about users
• Building empathy towards users in a way that data can’t accomplish
• Sketch out a person, their needs, and behavior
• Look into the mind of the targeted persona & think about the sensory experiences of the character when interacting with your company and product
• Work together in your teams and consider: Who are your users and why are they using the system? What behaviors, assumptions, and expectations color their view of the system?
FURTHER READING http://www.innovationgames.com/empathy-map/ | Adlin, T., & Pruitt, J. (2010). The Essential Persona Lifecycle | http://www.cooper.com/journal/2014/05/persona-empathy-mapping
proto-personas
1. Sketch and Name2. Behavioral Demographic Information
3. Pain Points and Needs
4. Potential Solutions
exercise1. Choose someone in the team to pitch an idea (1m) 2. That person pitches and does Q&A (2m) 3. Everyone on the team creates a proto-persona (3m) 4. Stick proto-personas onto your board and de-dupe (3m) 5. Dot-vote to choose 1, and refine as a group (8m) 6. Present problem and personas to group (1m each)
1. Sketch and Name2. Behavioral Demographic Information
3. Pain Points and Needs
4. Potential Solutions
empathy map
Business Model - The Empathy MapDesigned for: Designed by:
Customer Perspective:
What does she
THINK and FEEL?what really countsmajor preoccupationsworries & aspirations
What does she
SEE?environmentfriendswhat the markets offers
What does she
HEAR?what friends saywhat boss sayswhat influences say
What does she
SAY and DO ?attitude in publicappearancebehavior towards others
GAIN“wants”/needs, measures of success, obstacles
PAINfears, frustrations, obstacles
Date:
Interation:
Adapted from XPLANE. XPlane.comwww.XPLANE.com
value proposition canvasWHY WHAT HOW
• Identify the factors that are critical to achieve product/market fit.
• The Value Proposition Canvas makes explicit how you are creating value for your customers by helping you to design products and services your customers want.
• A collaborative exercise where we brainstorm both the value proposition and the customer segments in order to explore their fit.
FURTHER READING http://www.businessmodelgeneration.com/ (to download canvas) The Value Proposition Explained (video), https://youtu.be/aN36EcTE54Q
value proposition canvas
business model canvasWHY WHAT HOW
• Rapidly iterate through possible business model ideas and identify key assumptions
• Create a shared understanding of the business model among stakeholders
• Identify the key characteristics of your business model on a single page.
• A short, collaborative brainstorming exercise involving stakeholders from every function taking no more than 30 minutes
FURTHER READING http://www.businessmodelgeneration.com/ (to download canvas) The Business Model Canvas in 2 minutes (video) https://youtu.be/QoAOzMTLP5s
business model canvas
business assumptions worksheetBusiness assumptions • I believe my customers have a need to _____.
• These needs can be solved with _____. • My initial customers are (or will be) _____.
• The #1 value a customer wants to get out of my service is _____.
• The customer can also get these additional benefits: _____.
• I will acquire the majority of my customers through _____.
• I will make money by _____.
• My primary competition in the market will be _____.
• We will beat them due to _____. • My biggest product risk is _____.
• We will solve this through _____. • What other assumptions do we have that, if
proven false, will cause out business/product to fail? _____
User assumptions • Who is the user?
• Where does our product fit in their work or life?
• What problems does our product solve?
• When and how is our product used? • What features are important?
• How should our product look and behave?
Jeff Gothelf, Lean UX, p21
further reading
Jeff Gothelf with Josh Seiden, Lean UX
usability.gov website
Kathy Sierra, Badass: Making Users Awesome
Lindsay Ratcliffe & Marc McNeill, Agile User Experience Design
Osterwalder et al, Value Proposition Design and Business Model Generation