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"A startup is a human institution design to deliver a new product or service under conditions of extreme uncertainty"
- Eric Reis
Malkovich Bias
The tendency to believe that everyone uses technology exactly like you do.
Lean Startup (and LeanUX) is a risk mitigation strategy
A Dirty Secret
People being either idiots or lazy
Proxies Suck!
Ethnography, WTF?
Why Ethnography
Complexity is everywhereEthnography offers a way to make sense of this complexity.
It lets us see beyond our preconceptions and immerse ourselves in the world of others. Most importantly, it allows us to see patterns of behavior in a real world context – patterns that we can understand both rationally and intuitively.
“If you want to understand what motivates a girl to pick up a skateboard, you could bring her into a sterile laboratory and interrogate her… or you could spend a week in a skatepark observing her interacting with her friends, practicing new skills and having fun.”
Ethnography + Design
Lean Ethnography?
Most teams practicing Lean Startup don't start with a customer hypothesis; they work backwards from a solution hypothesis
Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses for testing
If GOOB is not conducted in the appropriate context, it almost never yields useful behavioral data
GOOB relies far too heavily on self-reporting, which is almost useless.
GOOB, when done poorly, is particularly prone to confirmation bias
Most teams have a very hard time formulating assumptions as hypotheses
Designing reliable experiments is a skill that takes time to learn
People new to customer research are really bad at listening for weak signals
When a customer interview is guided, it almost never provides opportunity for serendipitous insights to emerge
Design research as a systemic approach
Design ethnography allows us to
1. Discover the semantics of living
Context is king
Self-reporting is mostly shit
People's hacks are a great insight
8 Steps in Ethnographic Research
1. Define your customer hypothesis
2. Identify the people to validate they exist
3. Plan your approach
4. Conduct Paired Research
#ShoeUpBitches
5. Become a "habit-farmer"
6. Search for Patterns & Themes
7. Co-Generate & Share Insights
8. Perform your narrative
7 Keys to good ethnography
Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of
people superficially.
Holistically study people’s behaviors and experiences in daily life. You
won't find this in a lab, focus group, or 5 minute interview on the street.
Learn to ask probing, open questions, gathering as much data as possible to
inform your understanding.
Practice “active seeing,” and “active listening.” Record every minutiae of
daily existence, and encode on post-its.
Use digital tools for asynchronous data gathering: tumblr, facebook, twitter,
Use collaborative sense-making activities like the Cynefin framework and affinity diagramming for active
sensemaking.
Map the stories from insights back to the original problem.
Did it validate or invalidate the customer hypothesis?
Now you can think about your Solution Hypothesis
Did the new insights provide potentially richer opportunities
to solve?
Thanks!Will EvansChief Design OfficerPraxisFlow@semanticwill