International Business Environments and Operations 16th Global Edition test b...
User Research 101 – Lightning Talk for ModCloth Girl Geek Dinner
1. Hi, I’m Laura Paajanen.
User Experience Researcher:
Represent the voice of our users
to the rest of the company – based
on data, not assumptions
2. User Research 101:
Three cheap, fast, and easy things
you should do tomorrow (if you're
not already)
to learn more about
your actual customers.
3. 1 – Talk to your customers!
Who are they?
You are not your customer. Motivations
different when you’re getting paid.
What do they care about?
Small incentives: coupon, discount, cup of
coffee
Example: incorrect shoe size
conversions, Australian customers confused
4. Talking with your customers
Are they happy with your product/service?
Why or why not?
Ask concrete questions about what they’ve
done. Actions, not ‘woulds’
Use their language
Ask ‘why’ more than you think you should
Pause to let them continue
5. 2 – Watch your customers use
your product/site/service
See how they actually use it: ex scanning for
similar body measurements in product reviews
In person or video chat & screen share
Do a pilot, and plan for technical difficulties
Unexpected uses & hacks are opportunities
for you
6. 3 – Get information from
multiple sources
Site analytics
Customer service
Social media
Are you hearing the same thing
from multiple sources?
7. Review – three things to do
1 – Talk to your customers!
2 – Watch your customers use your
product/site/service
3 – Get information from multiple
sources
If you’re at a larger company with
people doing this, get involved
8. One more thing:
Follow up on what you learned!
Share with your team. Presentations, not
reports.
Bring stories of customers’ problems to
people who can fix them.
Talk about what you can do next.
Tell everyone how talking to customers
made things better, then do it more!