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Will Evans @semanticwill Yana Kuchirko @mslogophiliac
01/29/12 Will Evans & Yana Kuchirko “ Insight about customer behavior and work patterns were never discovered sitting at your fucking desk.”
Why Customer Research 01/29/12 Will Evans & Yana Kuchirko
01/29/12 Will Evans & Yana Kuchirko The tendency, especially in design and product development processes, to believe everyone uses digital technologies exactly like you do.  Andres Glusman
“ Customers are terrible at articulating what they do. When asked what they do, people give their impression of what they do—which is usually horseshit” 01/29/12 Will Evans & Yana Kuchirko
AgileUX Customer Research  Specific Context: Specific Users: Specific Goals: 01/29/12
Types of AgileUX Customer Research 01/29/12
01/29/12
01/29/12 Will Evans & Yana Kuchirko
What is contextual inquiry? 01/29/12 ~ Beyer & Holtzblatt Will Evans & Yana Kuchirko
01/29/12 Every ideation and design cycle  should start with a contextual inquiry into the full experience  of a customer and his/her. In AgilexUX, a regular cadence of lightweight research constantly cycled back into the scrum team allows for rapid validation of ideas. Contextual inquiry clarifies and focuses the problems a customer is experiencing by discovering the Will Evans & Yana Kuchirko
01/29/12 Will Evans & Yana Kuchirko
Get to know your user Before starting contextual inquiry process, you should establish rapport with your user since you’ll have to watch him/her working as “naturally” as possible Establishing expectations of roles is crucial to gathering rich, unbiased data. Inquiry process should be driven by the participant’s work rather than interviewer’s questions 01/29/12 Will Evans & Yana Kuchirko
Customer-Researcher Relationship Types 01/29/12 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Suggested roles Roles to avoid Will Evans & Yana Kuchirko
Inquiry Process:  Introduction & Warm-Up 01/29/12 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(master vs apprentice)  Will Evans & Yana Kuchirko
01/29/12 Will Evans & Yana Kuchirko
Inquiry Process:  Main Observation 01/29/12 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Will Evans & Yana Kuchirko
Inquiry Process:  Follow-Up & Wrap-Up 01/29/12 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Will Evans & Yana Kuchirko
Inquiry Results:  What to collect 01/29/12 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Will Evans & Yana Kuchirko
“ The output from customer research is not a neat hierarchy; rather, it is narratives of successes and breakdowns, examples of use that entail context, and messy use artifacts”  Dave Hendry 01/29/12 Will Evans & Yana Kuchirko
Research Analysis 01/29/12 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Will Evans & Yana Kuchirko
01/29/12 Will Evans | Manager, User Experience Design “ People from different teams engaged in affinity diagramming is as valuable as tequila shots and karaoke. Everyone develops a shared understanding of customer needs, without the hangover or walk of shame”  01/29/12 Will Evans & Yana Kuchirko
Research Analysis:  Affinity Diagrams 01/29/12 ,[object Object],[object Object],[object Object],[object Object],[object Object],Will Evans & Yana Kuchirko
01/29/12 Will Evans & Yana Kuchirko
Thanks!

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Introduction to AgileUX: Fundamentals of Customer Research

  • 1. Will Evans @semanticwill Yana Kuchirko @mslogophiliac
  • 2. 01/29/12 Will Evans & Yana Kuchirko “ Insight about customer behavior and work patterns were never discovered sitting at your fucking desk.”
  • 3. Why Customer Research 01/29/12 Will Evans & Yana Kuchirko
  • 4. 01/29/12 Will Evans & Yana Kuchirko The tendency, especially in design and product development processes, to believe everyone uses digital technologies exactly like you do. Andres Glusman
  • 5. “ Customers are terrible at articulating what they do. When asked what they do, people give their impression of what they do—which is usually horseshit” 01/29/12 Will Evans & Yana Kuchirko
  • 6. AgileUX Customer Research Specific Context: Specific Users: Specific Goals: 01/29/12
  • 7. Types of AgileUX Customer Research 01/29/12
  • 9. 01/29/12 Will Evans & Yana Kuchirko
  • 10. What is contextual inquiry? 01/29/12 ~ Beyer & Holtzblatt Will Evans & Yana Kuchirko
  • 11. 01/29/12 Every ideation and design cycle should start with a contextual inquiry into the full experience of a customer and his/her. In AgilexUX, a regular cadence of lightweight research constantly cycled back into the scrum team allows for rapid validation of ideas. Contextual inquiry clarifies and focuses the problems a customer is experiencing by discovering the Will Evans & Yana Kuchirko
  • 12. 01/29/12 Will Evans & Yana Kuchirko
  • 13. Get to know your user Before starting contextual inquiry process, you should establish rapport with your user since you’ll have to watch him/her working as “naturally” as possible Establishing expectations of roles is crucial to gathering rich, unbiased data. Inquiry process should be driven by the participant’s work rather than interviewer’s questions 01/29/12 Will Evans & Yana Kuchirko
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  • 20. “ The output from customer research is not a neat hierarchy; rather, it is narratives of successes and breakdowns, examples of use that entail context, and messy use artifacts” Dave Hendry 01/29/12 Will Evans & Yana Kuchirko
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  • 22. 01/29/12 Will Evans | Manager, User Experience Design “ People from different teams engaged in affinity diagramming is as valuable as tequila shots and karaoke. Everyone develops a shared understanding of customer needs, without the hangover or walk of shame” 01/29/12 Will Evans & Yana Kuchirko
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