The mindset you need to develop products people desire

Many entrepreneurs start companies based on their personal experience — they see a problem waiting to be solved and come up with a solution. Often, they then attempt to perfectly execute the wrong plan. This class will review seven concepts that demonstrate lean and mean UX. Students will discuss the role of attitude and behavior in customer development and cover strategies that could make or break your product.

Transcript

1. MEAN, LEAN UX: THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE TOMER SHARON, HEAD OF UX, WEWORK @tsharon
2. I HAVE A GREAT IDEA
4. THE MINDSET YOU NEED TO DEVELOP PRODUCTS THAT PEOPLE DESIRE 20 UX DEFINITIONS 6 LEAN UX MINDSET CONCEPTS 6 ATTITUDE & BEHAVIOR FACTORS 4 POINTERS FOR AWESOME UX
5. WHEN PEOPLE HEAR UX…
13. WHAT IS UX?
15. CREDIT: ERIK FLOWERS
16. CREDIT: DAN WILLIS
33. SO WHAT IS UX?
34. UX IS HOW PEOPLE FEEL WHEN THEY USE SOMETHING. @tsharon
35. 6 LEAN UX MINDSET CONCEPTS
36. LEAN UX = GREAT UX
37. LEAN = GREAT
39. TECHNOLOGY PSYCHOLOGY
40. WHICH LATENCY PROBLEMS ARE IMPORTANT TO FIX?
41. LEAN STARTUPS ARE IN THE PSYCHOLOGY BUSINESS
43. SOLUTION PROBLEM
45. PERFECTLY EXECUTING THE WRONG PLAN.
47. LEAN STARTUPS ARE IN THE PROBLEM-FINDING BUSINESS
49. EXPERIENCE USER
50. THE USER COMES BEFORE THE EXPERIENCE
51. LEAN STARTUPS ARE IN THE USER BUSINESS
53. D R
54. MANY STARTUPS INVEST MORE ON DEVELOPMENT, NOT RESEARCH
55. RECOGNIZE ASSUMPTIONS THEN TEST THEM
56. PROGRESS MEANS LEARNING, NOT MAKING STUFF.
57. LEAN STARTUPS ARE IN THE LEARNING BUSINESS
59. FEATURES GOALS
60. IDENTIFY THE PRODUCT BY ITS FEATURES Internal combustion engine Four wheels with rubber tires A transmission connecting the engine to the drive wheels Engine and transmission mounted on metal chassis A steering wheel Comfortable to sit on Cuts grass quickly and easily
63. LEAN STARTUPS ARE IN THE GOALS BUSINESS
65. BEHAVIOR ATTITUDE
66. LEAN STARTUPS ARE IN THE BEHAVIOR BUSINESS
67. DON’T LISTEN TO USERS
68. OBSERVE BEHAVIOR @tsharon
69. I DON’T LISTEN TO USERS BECAUSE OF THE PSYCHOLOGY OF ATTITUDE & BEHAVIOR
70. STRONG POSITIVE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
71. STUDENTS WERE ASKED ABOUT THEIR ATTITUDE TOWARD CHEATING. A FEW WEEKS LATER, THEY WERE ASKED TO GRADE THEIR OWN TESTS. THERE WAS CLOSE TO ZERO CORRELATION BETWEEN ATTITUDE TOWARD CHEATING AND ACTUAL CHEATING. [COREY, 1937]
72. MANY STUDIES FOUND NO RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
73. SOCIAL PSYCHOLOGISTS STARTED ASKING WHAT AFFECTS THE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOR?
74. 6 FACTORS THAT AFFECT THE RELATIONSHIP BETWEEN ATTITUDE AND BEHAVIOR
76. ATTITUDE-BEHAVIOR RELATIONSHIP LEVEL OF MEASURMENT
77. A GENERAL ATTITUDE CAN’T HELP IN PREDICTING SPECIFIC BEHAVIORS
78. A SPECIFIC & UNIQUE ATTITUDE MIGHT PREDICT A SPECIFIC & UNIQUE BEHAVIOR
79. SPECIFIC BEHAVIOR NUMBER OF FRIENDS, LIKES, COMMENTS, AND SHARES ON FACEBOOK
80. GENERAL ATTITUDE TO WHAT EXTENT DO YOU CONSIDER YOURSELF A ‘SOCIAL ANIMAL’?
81. GENERAL & SPECIFIC ATTITUDES OF MARRIED WOMEN TOWARD USING THE PILL [DAVIDSON & JACCARD, 1979]
82. ATTITUDE USING BIRTH CONTROL THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL USING THE PILL AS A BIRTH CONTROL IN THE NEXT 2 YEARS CORRELATION 0.08 0.32 0.53 0.57
84. ATTITUDE-BEHAVIOR RELATIONSHIP TIME BETWEEN MEASURMENTS
85. PRINCIPLE POSITIVE CORRELATION BETWEEN ATTITUDE & BEHAVIOR INCREASES IF MEASUREMENT TIME- DIFFERENCE IS SHORT
86. REASON BECAUSE PEOPLE’S ATTITUDES ARE NOT STABLE AND CHANGE OVER TIME
87. HOW MANY TIMES DID A USER DRAW A SCREEN THEY WANT, ONLY TO REJECT IT 3 MONTHS LATER? [AFTER YOU COMPLETED CODING THE DAMN THING]
89. ATTITUDE-BEHAVIOR RELATIONSHIP WAY OF ACQUIRING ATTITUDE
90. JOEY, 10-YEARS-OLD, WANTS A VIDEO GAME HE PLAYED AT A FRIEND’S HOUSE; HIS FRIEND MARK HEARD ABOUT THIS GAME FROM JOEY; THEIR FRIEND ANDY SAW A COMMERCIAL FOR THAT GAME. WHO IS MORE LIKELY TO NAG THEIR PARENTS TO BUY THE GAME?
91. PRINCIPLE PAST EXPERIENCE CLARIFIES ATTITUDE AND INCREASES ITS POSITIVE CORRELATION WITH BEHAVIOR
92. APPLICATION 1 TO UX IN USABILITY TESTING, ASK ABOUT OPINIONS ONLY AFTER USERS ACTUALLY EXPERIENCE THE PRODUCT
93. APPLICATION 2 TO UX ASK ABOUT PAST EXPERIENCES RATHER THAN PREDICTIONS OF THE FUTURE @tsharon
95. ATTITUDE-BEHAVIOR RELATIONSHIP CLARITY OF ATTITUDE
96. PRINCIPLE ATTITUDE & BEHAVIOR CORRELATION INCREASES WHEN ATTITUDE IS CLEARER
97. STUDENTS PARTICIPATED IN ELECTION IF THEY HAD MORE INFORMATION ABOUT CANDIDATES COMPARED TO STUDENTS WHO WERE NOT VERY UP-TO-DATE WITH CANDIDATE INFORMATION. [DAVIDSON ET AL, 1985]
99. ATTITUDE-BEHAVIOR RELATIONSHIP ACCESSIBILITY OF ATTITUDE TO CONSCIOUS
100. PRINCIPLE CONSCIOUS- ACCESSIBLE ATTITUDE BETTER PREDICTS BEHAVIOR
101. COMPUTER GEEKS SPEND A LOT OF TIME THINKING ABOUT THEIR OWN COMPUTER SOFTWARE PREFERENCES. PEOPLE’S ATTITUDES BETTER PREDICT BEHAVIOR WHEN THEY ARE ASKED OR HEAR ABOUT THEM REPEATEDLY. [POWELL & FAZIO, 1984, BORGIDA & CAMPBELL, 1982]
103. ATTITUDE-BEHAVIOR RELATIONSHIP PERSONALITY
104. PRINCIPLE PEOPLE WITH HIGH SELF MONITORING DO NOT DEMONSTRATE CONSISTENCY OF ATTITUDE & BEHAVIOR
105. PEOPLE CONCERNED WITH THEIR SELF-PRESENTATION CLOSELY MONITOR THEMSELVES TO ENSURE DESIRED PUBLIC APPEARANCES
106. IT IS HARD TO PREDICT BEHAVIOR BASED ON ATTITUDE OF PEOPLE WITH HIGH SELF-MONITORING SCORES. [SNYDER, 1974, 1979]
107. THIS IS WHY YOU SEE SOME PEOPLE MISERABLY FAILING TO COMPLETE TASKS IN A USABILITY TEST YET ARE ‘EXTREMELY SATISFIED’
108. WHAT DOES IT MEAN TO YOU?
110. NEVER ASK WHAT THEY NEED
111. BECAUSE HUMANS SUCK AT PREDICTING THE FUTURE YET THEY ARE HAPPY TO GIVE YOU THEIR OPINION
112. INSTEAD, OBSERVE WHAT THEY DO SHOW ME THE MOST FREQUENT TASK YOU TYPICALLY DO.
113. NEVER ASK WHAT’S THEIR FEEDBACK WHAT DO YOU THINK ABOUT THIS COOL “SHARE” BUTTON?
114. BECAUSE THEY’LL TELL YOU WHAT YOU WANT TO HEAR AND THEY HAVE NO IDEA WHAT THEY ARE TALKING ABOUT
115. INSTEAD, WATCH THEM USE IT CAN YOU SHOW ME HOW YOU DO THAT? @tsharon
116. 4 POINTERS FOR AWESOME UX
117. BIOSENSORY INFORMATION
118. COLOR AND CONTRUST
121. PRE-ATTENTIVE PROCESSING
122. COLOR SELECTION FIND THE PINK CIRCLE
125. SHAPE SELECTION FIND THE PINK SQUARE
128. CONJUNCTION OF FEATURES FIND THE PINK CIRCLE
131. PRE-ATTENTIVE PROCESSING OF WEB PAGES IDENTIFY THE BETTER SITE
136. PRIOR KNOWLEDGE
138. IDENTIFY WHAT USERS ALREADY KNOW
139. EMOTIONS
140. IDENTIFY WHAT MAKES THEM TICK, CRINGE
141. WHAT MAKES THEM HAPPY?
142. goo.gl/w7ZPu
143. RECAP
144. LEAN STARTUPS ARE IN THE BUSINESS OF 1.  PSCYCHOLOGY 2.  PROBLEM-FINDING 3.  USER 4.  LEARNING 5.  GOALS 6.  BEHAVIOR
145. PSYCHOLOGY OF ATTITUDE & BEHAVIOR 1.  Level of measurement 2.  Time between measurements 3.  Way of acquiring attitude 4.  Clarity of attitude 5.  Accessibility of attitude to conscious 6.  Personality
146. GREAT UX MEANS KNOWING MORE ABOUT 1.  BIOSENSORY INFORMATION 2.  PRE-ATTENTIVE PROCESSING 3.  PRIOR KNOWLEDGE 4.  EMOTIONS
147. LAST THOUGHTS
148. I HAVE A GREAT IDEA
149. I HAVE NO IDEA
150. WE’RE GOING TO LEARN TOGETHER
151. IF YOU WANT TO BE A GREAT ARCHEOLOGIST, GET OUT OF THE LIBRARY! @tsharon
153. THAT’S LEAN AND MEAN
154. THANK YOU @tsharon leanresearch.co
155. ONLINE VIDEO COURSE RESEARCHING USER NEEDS http://teamtreehouse.com/library/researching-user-needs