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‹#›© 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!
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
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
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Generative
Evaluative
Quant QualUser Research
Interviews
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Before the Interview
• Identify Who you want to talk to
• Articulate your hypothesis
• Create a Topic Map for the conversation
• Jot down Conversation Prompts
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
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
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
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.
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Mobile/Internet habits
Feeling Overwhelmed
Keeping everything working
Last time they got help (housecleaner)
Personal time
Topic Map
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Activity
Make a Hypothesis statement and a Topic
Map
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
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?”
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
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
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
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)
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
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)
‹#›© 2014 Pivotal Software, Inc. All rights reserved.
Remember this? Users
1.2.3.
Mary can...
Needs
Uses
Features
Deliver
LEARN
This Week