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Validate your idea User research crash course
Ingrid Ødegaard, Co-founder & Product Manager
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The problem: Setting up a group video call is PAINFUL!
Aug 2013: The Minimum Viable Product
Nov 2015: 1 mill MAU all over the world
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User research = finding out if your product works
Time
Volu
me
of u
sers
Talk to people
Observe users, instrument UI
Count stuff, plot metrics
Look for patterns
Machine learning
Big data (maybe)
10’s
100’s
1000’s
10.000’s
100.000’s
1.000.000’s
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User research = finding out if your product works
Time
Volu
me
of u
sers
Talk to people
Observe users, instrument UI
Count stuff, plot metrics
Look for patterns
Machine learning
Big data (maybe)
10’s
100’s
1000’s
10.000’s
100.000’s
1.000.000’s
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Qualitative User Research
Doesn’t give you statistics!
Identifies behaviors, drivers and needs.
Reduces the risk of building the wrong thing
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Understand problem
• What are symptoms of the problem?
• WHO has the problem? • Why does the problem
exist? • How would it work in an
ideal world? • What is the real problem?
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Ethnographic research: “study of people in their
own environment”
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Interview methodology
Get people to open up
Assure them it’s OK to be harsh/honest
DON’T ask leading questions!
Don’t be afraid of awkward silence
Get people to tell stories
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Ask “Why?” five timesProblem: I need a baby sitter
Why?Because I want more flexibility to do things
Why?I want to go out and have dinner, or go away for a weekend
Why?
Because when we’re busy all the time we just argue, and I’m afraid we’ll end up getting divorced
I need to spend more time with my husband
Why?
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Understand problem Iterate on solution
• What are symptoms of the problem?
• Why does the problem exist?
• How would it work in an ideal world?
• What is the real problem?
• Which target segment is easiest to start with?
• Where can you recruit these people to test?
• What part of the idea do you need to validate?
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Recruit test subjects• Clearly define WHO you want to talk to
• E.g. People with a dog, who takes long walks in urban areas
• Facebook/twitter: “Does anyone know an elementary school teacher?”
• Message your friends/family/coworkers/anyone you know who are in
target segment
• People on the street: e.g. stand outside vegan/glutenfree restaurant
If they’re far away, call them or set up a call on appear.in or - share your screen to show prototype
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Test your prototype as early as possible
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Make notes on post-its while observing users
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Useful tools
Sketching/design Clickable prototypes
Remote interviews Documentation
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You get 6 months free appear.in premium
• Up to 12 people in conversation • Better quality and stability • Screen sharing • Branding of room $12 per room/month
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