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How Design Thinking Can Save Your Product Brice Morrison bromoco @Google SF

How Design Thinking Saves Products (Talk at Google SF)

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Page 1: How Design Thinking Saves Products (Talk at Google SF)

How Design Thinking Can Save Your Product

Brice Morrisonbromoco@Google SF

Page 2: How Design Thinking Saves Products (Talk at Google SF)

“The #1 company killer is lack of market”- Andy Rachleff, Benchmark Capital, Wealthfront

Page 3: How Design Thinking Saves Products (Talk at Google SF)

If you don’t know your users, then you won’t know what to build

(Or worse, you’ll build something, but no one will want it, or it won’t be quite right)

Page 4: How Design Thinking Saves Products (Talk at Google SF)

Design thinking and user research can help you avoid these mistakes

Page 5: How Design Thinking Saves Products (Talk at Google SF)

Good user experience design is based on research

Page 6: How Design Thinking Saves Products (Talk at Google SF)

This presentation will help you figure out: Who are your users? Are you building the right thing for

them? Once you’ve built it: is it working?

And how to do it fast!

Page 7: How Design Thinking Saves Products (Talk at Google SF)

User Research

Page 8: How Design Thinking Saves Products (Talk at Google SF)

The User Research Process

Identify Interview Patterns Constraints Features

Page 9: How Design Thinking Saves Products (Talk at Google SF)

Step 1: Identify your users!

Identify a group of clear people who you think might want your product in the future

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Finding people for User Research

Set aside a small budget to recruit people, offer them $$$ or Amazon Gift Cards ($100-200 for an hour of time will attract a lot of people)

Post on Craigslist Post on social media Email friends and look for friends of friends Hire a Taskrabbit!

Page 11: How Design Thinking Saves Products (Talk at Google SF)

Talk to them on the phone or on Skype This usually gets a better response

Page 12: How Design Thinking Saves Products (Talk at Google SF)

The Actual Interview: Be Intensely Curious!Ask lots of obvious questions!

Page 13: How Design Thinking Saves Products (Talk at Google SF)

Good Interviewing

Ask them to walk you through what they did today (not “an average day”)

Avoid leading questions, (“So do you feel like this is a good idea?”)

Avoid hypotheticals (“Imagine you had this kind of problem you’ve never seen before, what would you do?”)

Ignore information about people other than themselves (“I think that other people would not like this…”)

Page 14: How Design Thinking Saves Products (Talk at Google SF)

You are looking for patterns

What are these people like? How do they think? What are their routines? How do they approach problems? How do they describe their problems?

Page 15: How Design Thinking Saves Products (Talk at Google SF)

Patterns can be turned into design constraints Examples:

Our users are very impatient: they hate wasting time and redoing steps Our users are collaborative: they always ask for others’ opinions before

making a purchasing decision Our users are on the move: they need to be able to access information away

from their desk

Page 16: How Design Thinking Saves Products (Talk at Google SF)

User Testing

Page 17: How Design Thinking Saves Products (Talk at Google SF)

User Testing tells you the truth!

Page 18: How Design Thinking Saves Products (Talk at Google SF)

The User Testing Process

Identify Test Patterns Changes

Page 19: How Design Thinking Saves Products (Talk at Google SF)

How to do a proper User Test: Before the Test 2 minimum, 15 maximum Don’t tell them about the product Tell them: “I want your honest feedback. Tell me what

you hate, that’s what will help me the most. You CANNOT hurt my feelings.”

Page 20: How Design Thinking Saves Products (Talk at Google SF)

How to do a proper User Test: During the Test DO NOT EXPLAIN ANYTHING. You will not be there

when players download your product, so suck it up!

Ask them to think out loud Probe: “What are you trying to do?” If they ask a question, answer with a question

(“What’s this box here?” “What do you think it is?”)

Don’t ask hypothetical questions. (“What features would you like?”, “What would make it more fun?”)

Watch for emotions

Page 21: How Design Thinking Saves Products (Talk at Google SF)

Example User Test Notes

Observation Action ItemHad trouble with the login screen, kept clicking the Sign In Button while it was loading

Have an animation or indicator that sign in is in progress

On the first screen: “This is strange”Thought that the notebook button was the settings button

Change the icons for the notebook and settings, make them more distinct

Tried to input transactions without

Rethink design flow from one section to the next

Page 22: How Design Thinking Saves Products (Talk at Google SF)

How to do a proper User Test: After the Test Realize people are not idiots Compile your notes together Look them over and look for patterns. If 3+

people do or say the same thing, that’s a huge insight

Turn each of your insights into action items Fix them! Think of it as whack-a-mole Plan another usertest after you’ve fixed them

Page 23: How Design Thinking Saves Products (Talk at Google SF)

My Challenge!

If you are doing no user research now, talk to just 3 people If you are doing no user testing now, test with just 2 people

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Thank you!Questions? Contact me at [email protected]