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How Design Thinking Can Save Your Product
Brice Morrisonbromoco@Google SF
“The #1 company killer is lack of market”- Andy Rachleff, Benchmark Capital, Wealthfront
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)
Design thinking and user research can help you avoid these mistakes
Good user experience design is based on research
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!
User Research
The User Research Process
Identify Interview Patterns Constraints Features
Step 1: Identify your users!
Identify a group of clear people who you think might want your product in the future
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!
Talk to them on the phone or on Skype This usually gets a better response
The Actual Interview: Be Intensely Curious!Ask lots of obvious questions!
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…”)
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?
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
User Testing
User Testing tells you the truth!
The User Testing Process
Identify Test Patterns Changes
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.”
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
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
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
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
Thank you!Questions? Contact me at [email protected]