Design for Usegetting started with user research & customer development

A Workshop by Nicole capuana

hello!

I WORK ON A BOAT

Defined UX Standards for Progressive

Built Software Design Consultancy

Started Usability Program for Fortune 500 Company

Teach Lean UX to high schoolers

Lecturer & Contributor to IOT class at Case Western Reserve

& Evangelize Balanced Teams

PERFECTING PASTRAMI RECIPE

Design for use@ncapuana

Let’s begin

Design for use@ncapuana

Have you: • sworn because

you’re so Frustrated?

• felt you can’t figure it out?

• wondered if you did it correctly?

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Good design starts with people

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Human centered

design

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when we design It’s not you or me

we don’t have the answers

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we talk to people to find out what they

need and why

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we get Insight through empathy

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it’s not hard

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it takes practice

Design for use@ncapuana

Today you’ll get to practice & learn how to:

• interview • map your findings • & create a persona

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part 1: interviewing

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Pretty simple - it’s asking people questions

It’s not pitching your idea

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Get out of the buildingGo where your users are

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create a scriptIt’s meant to guide you & give you consistency.

It’s okay to adapt based on where your conversation with the person goes

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avoid the woulds

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Open-up & Open-ended

• Make sure you’re physically open & welcoming

• Smile

Ask open-ended questions like:

• Tell me…

• What happened the last time?

• Can you show me?

• Why was that?

• How did you feel?

• Why?

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do vs. sayObserve when you can

99% said they washed their hands

32% of men and 64% of women actually did

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get the stories outFind out the “why”

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Listen!Take notes or record

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silence will draw more out

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Let’s practice

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Form teams

• Find 3 other people you DON’T know

• You have 4 minutes to introduce yourselves and learn something about your teammates

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Today’s challenge: how might we

help people start their day?

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We want to learn• How do they start their day?

• What’s their goal?

• What do they do from the moment they wake up until they get to work?

• Where are opportunities for improvement or removing friction?

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5 minutes - draft a script• Write down questions you want to answer and ask in your

interview - make two copies of the questions.

• Remember to use open-ended questions and to elicit stories

• Avoid “do you like”, “yes/no”, and the “woulds”

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get ready to interview

• Divide into pairs

• Make sure each pair has a copy of the script

• Determine who will ask the questions and who will take notes for the 1st interview

• You will switch roles on the 2nd interview

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interview - 1• Find another pair

• Decide who will ask the questions and who will be interviewed

• You will have 2 minutes to interview the first candidate

• One person will interview (ask questions) of one person from the other pair

• One person will take notes

If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking

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interview - 2• Interview second candidate

• Switch who interviews and who takes notes

• You will have 2 minutes to interview

If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking

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Switch

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interview - 3• Pair that was interviewed should now interview the other pair

• Decide who will ask the questions and who will be interviewed

• You will have 2 minutes to interview the first candidate

• One person will interview (ask questions) of one person from the other pair

• One person will take notes

If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking

Design for use@ncapuana

interview - 4• Interview second candidate

• Switch who interviews and who takes notes

• You will have 2 minutes to interview

If you are interviewing, do not take over the conversation - you want the person answering your questions to do most of the talking

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do we have time for 1 more round?

If yes, find another pair and we’ll do another round - 8 minutes total

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part 2: mapping findings

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come back together

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Discuss as a team what you learned in your interviews

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EmPathy Map• Collaborative tool to develop a user

persona or customer segment (sometimes it will surface multiple personas)

• Allows teams to quickly distill what they learned in interviews & observations

• Most useful at the beginning of the design process

• Feelings & thoughts may have to be inferred

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David Gray - XPLANE

Online at Innovation Games

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Paul BoagAdapting empathy maps for UX design

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Map your findingsWrite one finding per sticky note and place in section

• What did you hear? What can be inferred?

• What did your users say?

• What actions and behaviors do your users do?

• What might your users be thinking?

• What emotions might your user be feeling?

• What do your users see and hear?

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part 3: define your persona

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personas• Guide us in design & development

• Not made up - based off of real people formed through research and amalgamation of people

• Give insight into goals, behavior and motivations of users

• You can have multiple personas - they just might have differing priorities for your project

• Refine and adjust your personas as you learn more

• Holistic view of persona beyond the role

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It’s magic - a persona emerges

At the center of the map:

• Draw a picture of your user

• Give your user a name

• List their goals, pains, and wants

• Create a scenario

• Can you identify any patterns or themes? • What insights and needs can you identify?

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show & tell

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Learn MoreArticles

• Three Exercises to Teach Your Team Empathy

• 4 Customer Interview Questions You Should Never Ask

• How Reframing a Problem Unlocks Innovation

• B2B Customer Discovery Interview Questions — A Master List

• How The Lean Startup Team Practices Customer Development

Online Tools

• DesignKit by IDEO

• Validation Board by Lean Startup Machine

• Business Model Canvas and Value Proposition Canvas by Strategyzer

Books

• Lean UX by Jeff Gothelf

• Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems by Steve Krug

• Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions by Bella Martin, Bruce Hanington

• Four Steps to the Epiphany by Steve Blank

• Value Proposition Design: How to Create Products and Services Customers Want by Alexander Osterwalder

• The Innovator's Dilemma: The Revolutionary Book That Will Change the Way You Do Business by Clayton M. Christensen