Paris: Perfectly executing the wrong plan

App developers ask themselves excellent questions about their users: Do people need my app? Can people use my app? Why do people sign-up, then not use my app? However, app developers answer their excellent questions in invalid and unreliable ways. It is shocking to see how much effort app developers put in writing elegantly structured, refactored code, with good unit test coverage in an agile environment, and yet, their apps fail miserably.

This talk inspires startup founders, entrepreneurs, product managers, and developers to implement valid and reliable ways to answer their most burning questions. It helps them validate or invalidate their assumptions on their own—cheaply, and quickly, by using simple user research techniques with a main goal in mind: developing apps (and other products) people need, want, and enjoy.

Transcript

1. Perfectly Executing The Wrong Plan +Tomer Sharon @tsharon Google.com/+LeanResearchCo Facebook.com/leanresearch
3. Photo by Stephen Dobeck
4. Model and a Google Search software engineer: Angela Chang
5. Model and a Google Search software engineer: Andrei Matei
6. Photo by Stephen Dobeck
7. Logo design by Guy Carmeli
8. WILL AND DANA ARE FAILING Photo by Stephen Dobeck
9. Photo credit: Getty Images
10. Photo credit: Getty Images
11. Photo credit: Getty Images
12. Photo credit: Getty Images
13. +Tomer Sharon @tsharon leanresearch.co
14. 6 BIG PROBLEMS Photo credit: Getty Images
15. 1. PROBLEM Photo by Stephen Dobeck
16. Are people interested enough to give us their email address?
17. 2. LEARNED FROM FRIENDS Photo by Stephen Dobeck
18. 3. LISTENED TO USERS Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
19. DON’T LISTEN TO USERS Photo credit: Getty Images @tsharon
20. OBSERVE BEHAVIOR Photo credit: Getty Images @tsharon
21. Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
22. BAD AT PREDICTING THE FUTURE Photo credit: Getty Images
23. GIVEN THE OPPORTUNITY TO CHEAT… Photo credit: Getty Images
24. WHAT WE SAY, WHAT WE DO Photo credit: Getty Images
25. “WOULD YOU USE OUR APP?” Models and Google Search software engineers: Angela Chang, Andrei Matei, & Ivo Popov
26. 4. DIDN’T TEST RISKIEST ASSUMPTION Photo credit: Getty Images
27. Smartphone owners are aware of their ineffective note-taking habits. note.io’s riskiest assumption
28. 5. BOB-THE-BUILDER MENTALITY Photo by Stephen Dobeck @tsharon
29. 6. PERFECTLY EXECUTE THE WRONG PLAN Photo by Stephen Dobeck
30. PROBLEM MARKET PRODUCT Credit: Laura Klein, UX for Lean Startups
31. WHAT ARE THEY DOING WELL? Photo by Stephen Dobeck
32. Interviews with 150 app developers (Sharon, 2015 - expected) 97% 95% 89% 86% 84% 78% 0% 25% 50% 75% 100% Who are my customers? Do people need my product? Is the product usable? Is the product better than the competition? Is the product getting better? Do people want the product? Questions app developers ask about users
33. UNDERSTAND PRIORITIES Photo by Stephen Dobeck
35. EXECUTING THE RIGHT PLAN Photo by Stephen Dobeck
36. LEAN USER RESEARCH Photo by Stephen Dobeck
37. PROVIDE INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME. Photo credit: Getty Images @tsharon
39. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
40. EXPERIENCE SAMPLING Photo credit: Getty Images
41. Photo credit: Getty Images
42. OVER AND OVER Photo credit: Getty Images
43. goo.gl/fw9gD Photo credit: Getty Images
45. A GREAT QUESTION Photo credit: Getty Images
46. NEEDS FEATURES PAINS DELIGHTS Photo credit: Getty Images
47. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
48. OBSERVATION Photo credit: Getty Images
49. Photo credit: Getty Images
50. OBSERVING LISTENING NOTICING GATHERING Photo credit: Getty Images @tsharon
51. PAYING ATTENTION Photo credit: Getty Images
52. ROUTINES INTERRUPTIONS ANNOYANCES DELIGHTS TRANSITIONS Photo credit: Getty Images
53. With permission from Dana Corriel 90-SEC INSIGHTS SAVING $$$ QUALITY KIDS’ HEALTH
54. FEATURES ASSUMPTIONS PROBLEMS WORKFLOWS GOALS Photo credit: Getty Images
55. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
56. FAKE DOORS “FAKE IT ‘TILL YOU MAKE IT” Photo credit: Getty Images
58. Photo credit: Getty Images
60. Photo credit: Getty Images
61. OBSERVATION EXPERIENCE SAMPLING FAKE DOORS Photo credit: Getty Images
62. PROVIDE INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME. Photo credit: Getty Images @tsharon
63. Explode What helicopters do in movies With permission from truthfacts.com
64. Photo credit: Getty Images
65. +Tomer Sharon @tsharon leanresearch.co Big thanks to Stephen Dobeck, Roman Nurik, Frank Romano, Jac de Haan, Guy Carmeli, Angela Chang, Andrei Matei, & Ivo Popov
66. Lean User Research WhatsApp Group 30 days, 100 members, 10 guest experts leanresearch.co/whatsapp-group Researching User Needs Online Course Experience sampling, Observation, Interviewing teamtreehouse.com/library/researching-user-needs 2-Day Lean User Research Workshop Here in Paris, starting tomorrow! leanuserresearch.strikingly.com/
67. Photo credit: Getty Images YOU DON’T HAVE TIME TO WORK ON THE WRONG PRODUCT
68. Photo credit: Getty Images PERFECTLY EXECUTE THE RIGHT PLAN