Know Your Users - Mini Workshop

Know Your UsersMini Workshop31st May, 2016

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Elise West- 10 years as a PM/Producer/UX. - Currently Digital Strategy Consultant.- Helping companies plan and implement

successful concepts, design briefs and priorities.

Success stories:

● Philip Morris Digital Strategy● Al Jazeera Sports apps● Stella & Dot iPad m-commerce solution

Intro

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Who are your users

How do you know what their problem is or what REAL value you are bringing to them?

What will we learn today?

UX & PM MYTHS

Frequent misconceptions and why they don’t hold true.

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Myth #1 : You are your users

“If you work on a development project, you’re atypical by definition. Design to optimize the user experience for outsiders, not insiders.” - Jakob Nielson

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MYTH #2: People use your product the way you thought they would

When people have a need, they try to use the device they have at hand, even if it isn’t suitable for their given task.

The Silver Lining: If every customer uses your product "correctly”, you’ll never learn what steps to take next.

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MYTH #3: People are rational

Our decisions are driven more by our emotions than logical and conscious thinking.

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Base your product on evidence NOT assumptions

Assumptions = False Beliefs

What do we learn from the myths?

YOUR PRODUCTYOUR USERS

Exercises to understand the thoughts & processes to find your users

Brainstorm your iPad/laptop/phone case

What is the USP?

What is the price point?

Very high level feature set/one-liner

Exercise 1: The Product(10 mins)

Who What

Why

4 W Problem Canvas

Where

1. Who has this problem?

2. Is it your customer?

3. Have you validated that the problem

is real?

4. Can you prove it?

1. Why do you believe it is a problem

worth solving?

2. Is it an acute problem for the

customer?

3. How acute?

1. What is the nature of the problem?

2. Can you explain it simply?

3. How do you know it’s a problem?

4. What is the evidence to support the

problem?

1. Where does this problem arise?

2. In which context does the

customer experience the problem?

4 W Problem Canvas

1. Who has this problem?

2. Is it your customer?

3. Have you validated that the

problem is real?

4. Can you prove it?

What

Why Where

What evidence of the personas do we have so far?

Exercise 2: Who(10 mins)

WE MUST

_ Facilitate gamified rewards for sharing the product_ Make it easy for her to share promotions

WE MUSTN'T

_ Limit her ability to invite her network.

AGE: 38

OCCUPATION: Managing Director of Startup

MARITAL STATUS: Single

BACKGROUND / BEHAVIOURS

_ Lively social life _ Goes out to restaurants and bars regularly._ Owns a variety of digital products_ Very technically minded.

RELATIONSHIP TO PRODUCT

_ Uses laptop, phone and ipad on trips & meetings_ Places importance on looking good & status items

Frequency Monetary Value Loyalty Level

THE SOCIALITECristina

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User Persona Example

Exercise 3: User Personas(10 mins)

Brainstorm 2 or 3 user personas

Fill in all fields, as in the example

Label which you consider to be an early adopter and why

1. Who has this problem?

2. Is it your customer?

3. Have you validated that the

problem is real?

4. Can you prove it?

What

Why Where

What evidence of the personas do we have so far?

Validate Who

Exercise 4: Validating Your User Personas(10 mins)

Look back at your user personas and list at least 4 ways to validate their needs, problems, values in relation to your product.

Are they really your user or do you need to edit or change your personas?

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Focus groups

Competitive analysis

Consider early adopters personas and their needs versus mainstream users

Prototype and test

Surveys (without leading questions!)

Validating Your User Personas

Learn about your users, involve them in the design process, and interact with them.

CONCLUSIONS & TAKE-AWAYS

Use what you have learnt for your next steps

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Continuous Improvement

Your users learn and evolve. Grow with them.

Elise [email protected]

31st May, 2016

Thank You