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Proprietary + ConfidentialProprietary + Confidential
@muirwd | #googlelaunchpad
Launchpad: Design Day
Andrew Muir Wood Head of Customer Insights at DueDil @muirwd
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Proprietary + Confidential
@muirwd | #googlelaunchpad
Introducing the mentors
Gabriele Muse Caroline Bosher Jonny Burch Giulia Piu Cyrille Najjar
Hollie Lubbock Manan Vohra Sylvester Kaczmarek Jean-Louis Lawrence
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Proprietary + Confidential
@muirwd | #googlelaunchpad
A story about me…
Proprietary + Confidential
@muirwd | #googlelaunchpad
Today will mainly be about research
Asking the right questions at the right time
Getting started with research techniques
Translating research into product design decisions
Proprietary + Confidential
@muirwd | #googlelaunchpad
What research questions should I have asked?
Planning
Proprietary + Confidential
@muirwd | #googlelaunchpad
Make sure you prioritise your riskiest assumptions.
“”
Planning
Proprietary + Confidential
@muirwd | #googlelaunchpad
If you can’t find participants, how will you find customers?
Recruiting
Proprietary + Confidential
@muirwd | #googlelaunchpad
How recruiting research participants changes as you grow
Prelaunch Early adopters Mainstream customers
Go to where they hang out
• LinkedIn cold messaging ($) • Industry events and Meet-ups ($) • Facebook/LinkedIn Groups ($) • Referrals from friends/family ($) • Hit the streets ($)
Don’t only speak to early adopters!
• Research recruitment agencies ($$$) • Pay-per-click advertising ($$) • Adhoc referrals from customers/
investors ($) • Events/workshops e.g. co-creation ($
$)
Make use of your customer base
• Sales ($) • Support ($) • Targeted recruitment inside product,
e.g. Intercom ($$) • Customer communities ($$$) • Marketing campaigns ($$$)
Proprietary + Confidential
@muirwd | #googlelaunchpad
Cash is expensive, here are some alternatives I’ve tried
coffeecake lunch
Amazon voucher
Kindlecharity donation
fun adviceintros
office visit
Proprietary + Confidential
@muirwd | #googlelaunchpad
Recruiting
Build a recruitment pipeline so that research becomes a habit.
“”
Proprietary + Confidential
Proprietary + Confidential
@muirwd | #googlelaunchpad
Are your customers lying to you?
Researching
Proprietary + Confidential
@muirwd | #googlelaunchpad
CHALLENGE: Find out if your mother would buy your productCLUE: Don’t ask if she’d buy your product
Solution ● Can you describe the last time you did X? How did you solve X?
Frequency ● When was the last time and how often do you do X?
Cost ● How much did X cost/long did X take/stressful was X?
Context ● What happened immediately before/after you last did X?
These questions are all based on real events, not hypothetical situations
Proprietary + Confidential
@muirwd | #googlelaunchpad
Researching
Prioritise concrete behaviour over opinion and future preference.
“”
Proprietary + Confidential
@muirwd | #googlelaunchpad
Cool, I have 8 hours of interview recordings what now?
Analysing
Proprietary + Confidential
@muirwd | #googlelaunchpad
Analysing
Everyone in the company can help do and analyse research.
“”
Proprietary + Confidential
@muirwd | #googlelaunchpad
Have you considered every possible solution?
Solving
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Proprietary + Confidential
@muirwd | #googlelaunchpad
Proprietary + Confidential
@muirwd | #googlelaunchpad
Writing a “how might we”
How might we action what for whom in order to change something
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Proprietary + Confidential
@muirwd | #googlelaunchpad
How many ways can your customer problem be solved?
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Proprietary + Confidential
@muirwd | #googlelaunchpad
Does your design focus relentlessly on its objectives?
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Proprietary + Confidential
@muirwd | #googlelaunchpad
Which of your features are most critical?
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Proprietary + Confidential
@muirwd | #googlelaunchpad
Solving
There are always multiple ways to solve a problem. Make sure you’ve evaluated them all and chosen the best.
“”
Proprietary + Confidential
@muirwd | #googlelaunchpad
Here’s a recap
Planning Make sure you prioritise your riskiest assumptions.
Recruiting Build a recruitment pipeline so that research becomes a habit.
Researching Prioritise concrete behaviour over opinion and future preference.
Analysing Everyone in the company can help do and analyse research.
Solving There are always multiple ways to solve a problem.
Proprietary + Confidential
@muirwd | #googlelaunchpad
The rest of today…10.40 Teams prep
11.00 Experience map and persona drafts
12.00 Product-specific mentoring
13.00 Lunch
14.00 Prepare for research
15.00 User research session
16.00 Research analysis and feedback
17.45 Team wrap-ups