Intro to User Research Methods, Japan, June 6, 2015

‹#›© 2014 Pivotal Software, Inc. All rights reserved. ‹#›© 2014 Pivotal Software, Inc. All rights reserved.

Better Products through Talking to UsersJason Fraser

June 2015

‹#›© 2014 Pivotal Software, Inc. All rights reserved. ‹#›© 2014 Pivotal Software, Inc. All rights reserved.

Better Products through Talking to UsersJason Fraser

June 2015

LISTENING!

‹#›© 2014 Pivotal Software, Inc. All rights reserved.

Customer Development Interviews

• Types of Interviews

• How to Interview

• Practice!


Generative

Evaluative

Quant QualUser Research

Surveys

•Starbucks•Interviews

•Mental Models(Indi Young)

•Contextual Inquiry(Byer & Holzblatt)

OptimizelyAnalytics

A/B TestingKey Metrics

•Hallway Usability•In Office/Remote

Usability


Generative

Evaluative

Quant QualUser Research

Interviews


Before the Interview

• Identify Who you want to talk to

• Articulate your hypothesis

• Create a Topic Map for the conversation

• Jot down Conversation Prompts


Who: Make a Persona“Mary”

Demographics

Behaviors

Needs and Goals• 34 years old • Lives in Reading • Married • 2 kids • Household $125k/yr

• Has a house cleaner • Buys take-away

dinners 3x/week • Frequently feels

overwhelmed and forgetful

• Help! Running errands, managing kids

• More time for friends • To feel organized


Activity

Now You Try!


Hypothesis

I think that working moms have trouble keeping up with errands that need to be done and are willing to pay to have odd jobs taken care of.


Mobile/Internet habits

Feeling Overwhelmed

Keeping everything working

Last time they got help (housecleaner)

Personal time

Topic Map


Activity

Make a Hypothesis statement and a Topic

Map


Conversation Prompts“Have you ever had experience?”

“Can you tell me a story about that?”

“And then what happened?”

“Why (or how) did you do that?”

“What did you love (or hate) about that?”

“If you could wave a magic wand and make it perfect, what would it be like?”


During the Interview

Take notes

Smile

Ask open-ended questions

Get their story

Shut up and listen

Do

Talk about your product

Ask about future behavior

Ask leading questions

Sell

Talk too much

Don’t


Activity

Practice Interviews!


After the Interview: Debrief

One idea per sticky note

What I heard

What I saw

What stood out

Dump (5 min, solo)

Collect similar items

Label Groups

Stack duplicates

Note trends and exceptions

Sort (10 min, team)


Activity

Debrief


After the Interview: Debrief

One idea per sticky note

What I heard

What I saw

What stood out

Dump (5 min, solo)

Collect similar items

Label Groups

Stack duplicates

Note trends and exceptions

Sort (10 min, team)


Remember this? Users

1.2.3.

Mary can...

Needs

Uses

Features

Deliver

LEARN

This Week


Activity

3-up Sketching


Activity

Features!


ありがとうございました

Intro to User Research Methods, Japan, June 6, 2015

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Transcript of Intro to User Research Methods, Japan, June 6, 2015