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Gaining Empathy with your Users - the RTFM of User Experience

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Gaining Empathy with your Users - the RTFM of User Experience

  1. 1. The RTFM of User Experience @uxrick @500startups Apr/13/12
  2. 2. Cast Thanks to Braden Kowitz for smiley graphics
  3. 3. Cast Product/Biz Thanks to Braden Kowitz for smiley graphics
  4. 4. Cast Product/Biz Eng Thanks to Braden Kowitz for smiley graphics
  5. 5. Cast Product/Biz UX Eng Thanks to Braden Kowitz for smiley graphics
  6. 6. Cast Product/Biz UX User Eng Thanks to Braden Kowitz for smiley graphics
  7. 7. Think Usability? Intro to Intro to (Speaker/ How to Lean UX Task generative Personas Intersect What are methods? Analysis? Lecture) interviewing Distinguish & POVs Brainstorm you building btw needs w/ Biz & Analytics Distro in next week & insights Agile? & next 3 mo? User Customer/ Solution Needs Uses Features Prototype Story/ Test Empathy Problem Ideation Release Definition Make Make persona (Method/ Practice with of target user(s) Framing Wireframes Mock Activity) partner Brainstorm dashboard POV madlib Practice Ecosystem & Storyboard Sketches synthesizing Distribution Flows empathy map map How to test conversion Refine survey Compare personas Prioritize How to events? questions created by diff based on tech/ test? Test with real team members biz/distro users & Check Product Design Guild What are How to (Method/ riskiest How to test? Activity) Show partner test? hypotheses? map Interview real users? Thurs Fri Sat
  8. 8. Think Usability? Intro to Intro to (Speaker/ How to Lean UX Task generative Personas Intersect What are methods? Analysis? Lecture) interviewing Distinguish & POVs Brainstorm you building btw needs w/ Biz & Analytics Distro in next week & insights Agile? & next 3 mo? User Customer/ Solution Needs Uses Features Prototype Story/ Test Empathy Problem Ideation Release Definition What do our Make users want? Make persona (Method/ Practice with of target user(s) Framing Wireframes Mock Activity) partner Brainstorm dashboard POV madlib Practice Ecosystem & Storyboard Sketches synthesizing Distribution Flows empathy map map How to test conversion Refine survey Compare personas Prioritize How to events? questions created by diff based on tech/ test? Test with real team members biz/distro users & Check Product Design Guild What are How to (Method/ riskiest How to test? Activity) Show partner test? hypotheses? map Interview real users? Thurs Fri Sat
  9. 9. http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
  10. 10. How do I build a video conferencing site with MS Office? http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
  11. 11. How do I build a RTFM! video conferencing site with MS Office? Read The Fantastic(?) Manual http://www.all-tribes.com/eng/catalog/rtfm-vol2-girls-mastic-p-51.html
  12. 12. What do our users want? Pic: http://www.flickr.com/photos/victoriapeckham/164175205
  13. 13. What do our TTYFU! users want? Pic: http://www.flickr.com/photos/victoriapeckham/164175205
  14. 14. What do our TTYFU! users want? Talk To Your Fantastic(?) Users Pic: http://www.flickr.com/photos/victoriapeckham/164175205
  15. 15. Lean Research Tips H ow t o TTY FU i n the real world
  16. 16. 1. WHICH METHOD?
  17. 17. “Launch and Show to Enrique Ask Dave see” usertesting.com Show to Demo at cognitive walkthrough David Pogue SXSW Card sorting In-person Analytics expert review Usability testing Friends n’ Family A/B testing Dogfooding Funnel analysis remote interviews Contextual interviews Beta test click/5sec tests Focus groups Surveys
  18. 18. “Launch and Show to Enrique Ask Dave Here’s see” a dirty“Launchto usertesting.com Show and .. Demo at creCard..sorting Analytics David Pogue se t cognitive walkthrough see” SXSW In-person They all suck* expert review A/B testing Usability testing Dogfooding Friends n’ Family Funnel analysis remote interviews Contextual interviews Beta test Show to Focus groups Surveys Especiallytests one click/5sec this David Pogue
  19. 19. Solution: Triangulate multiple methods Quantitative Qualitative
  20. 20. Solution: Triangulate multiple methods Quantitative Analytics Interviews for Lea discovery nU Qualitative X! Usability tests
  21. 21. 2. WHEN DO WE TTOFU?
  22. 22. In Theory Product iterations Idea $$$
  23. 23. In Theory Product iterations Idea $$$ Early discovery Usability testing / research Analytics as you iterate
  24. 24. Usability In Practice Pivot Idea 2 Idea Pivot $$$ Early discovery research
  25. 25. Usability In Practice Pivot Idea 2 StIdeay ag a ile. Smal Pivot l #use$$$ . rs Itera te. Keep learning Early discoverycrementally. in research
  26. 26. 3. WHO DO WE TALK TO?
  27. 27. Every human interaction is a research opportunity Candidates = Superset of: Target users, friends, Enrique, your home neighbours, your office neighbours, significant others, new person on team, advisors, old college friends, that cute girl/guy on bus, ...
  28. 28. 4. WHO GETS TO TALK WITH USERS?
  29. 29. Everyone in the team Even the backend database guy ...
  30. 30. 5. HOW DO I TALK WITH USERS?
  31. 31. Golden Rule 1 • Participant should do 90% of the talking Blah blah blah blah blah blah Blah blah blah blah blah blah
  32. 32. Golden Rule 1 • Participant should do 90% of the talking i.e. Shut up Blah blah blah blah blah blah Blah blah blah blah blah blah
  33. 33. Golden Rule 2 • People lie /exaggerate / want to please I spend 10 hours a day on sites like yours
  34. 34. Golden Rule 2 • People lie /exaggerate / want to please Watch and probe I spend 10 hours a day on sites like yours
  35. 35. Watch • Try and situate interview in real live behavior • Are they doing what they are saying? • Watch body language
  36. 36. Probe •Ask why • Ask for examples • ... but don’t interrogate!
  37. 37. 6. DATA ANALYSIS IS FUN Yeah, right ...
  38. 38. More Golden Rules • Take notes / audio / video • Debrief immediately afterwards • Extract out key findings (current behaviour! delights! hates! quotes! issues! usability issues! bugs!)
  39. 39. Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis. the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (lady who couldn’t Mac/Firefox 3 Embarrassing Bug Enrique: fix bug stop laughing)
  40. 40. Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis. the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (lady Give memorable nicknames who couldn’t Mac/Firefox 3 Embarrassing Bug Enrique: fix bug stop laughing)
  41. 41. Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis. the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (lady What did who couldn’t Commodore 64 ... Embarrassing Bug Enrique: fix bug they use? stop laughing) ... do? say?
  42. 42. Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis. the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (lady who couldn’t analysis. YourCommodore 64 ... Embarrassing Bug Enrique: fix bug What did you stop laughing) ... learn?
  43. 43. Track findings Current Key Action User behaviour findings Items Do competitive User 1 (Bill Windows 8 user/IE3 Main activities ... Needs 1 2 3. Problems (quote) analysis. the Buffy fan) Observations ... Delights (quote) Add features X YZ to prototype User 2 (lady Commodore 64 who couldn’t ... ... Be agile. Act fix bug Embarrassing Bug Enrique: stop laughing) on findings.
  44. 44. Over time • Users will start to cluster (do they match your personas?) • Themes will emerge • Consistent themes drive product evolution
  45. 45. 7. INTERVIEW PRACTICE
  46. 46. Interview Practice
  47. 47. Interview Practice Let me show you the product! It uses CSS, Django 1.4 and node.js v22. What we’re trying to do here ...
  48. 48. Interview Practice This is my baby. What do you love about it? Imagine how would use it.
  49. 49. Interview Practice This is my baby. What annoys you about it?
  50. 50. Interview Practice Weather wafflewaffle waffle Superbowl waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle waffle Superbowl ...
  51. 51. Interview Practice Lets do a focus group
  52. 52. Interview Practice
  53. 53. Interview Practice I’m super nervous ... am I being tested?
  54. 54. Interview Practice What do I do next? Should I sign up? Is this OK?
  55. 55. Interview Practice I HATE IT. THIS IS &^**(}ED UP, MAN.
  56. 56. Interview Practice I LOVE THIS. ITS THE BEST THING EVER
  57. 57. Interview Practice <click> <click> <done> <silence>
  58. 58. Interview Practice Weather wafflewaffle waffle Superbowl waffle waffle iPhone
  59. 59. Summary • TTYFU • Triangulate methods • Shut up! • Iterate • Extract themes -> Learn
  60. 60. GO FORTH & TTYFU! @uxrick @500startups Apr/13/12

Editor's Notes

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  • *More diplomatically: all methods have strengths and weaknesses\n
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  • Tip: Don&amp;#x2019;t front-load your discovery research. Keep it going through product cycle ... combine discovery with usability\n\n
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  • Focus = in person interviews, broadly applies to remote live interviews ...\n
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  • + Recruit beta users\n\n
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  • I&amp;#x2019;d like US to finish on time ...\n
  • I&amp;#x2019;d like US to finish on time ...\n
  • I&amp;#x2019;d like US to finish on time ...\n
  • I&amp;#x2019;d like US to finish on time ...\n
  • I&amp;#x2019;d like US to finish on time ...\n
  • I&amp;#x2019;d like US to finish on time ...\n
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  • Reassure - no pressure, joke\n
  • Imagine you are at home, what would you do next?\n
  • Probe. Why?\n
  • Probe. Why?\n
  • probe. Thinkaloud\n
  • I&amp;#x2019;d like US to finish on time ...\n
  • 1. None\n2. Doesn&amp;#x2019;t matter - start small. Key thing, iterate!\n3. Steve Krug: &amp;#x201C;Recruit loosely and grade on a curve&amp;#x201D;\n
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