N"I"K"I"""C"A"L"D"E"R"O"N"E""

User"Experience"Research"Portfolio""

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About"Me""

I’m$a$former$product$manager$who$found$my$true$calling$in$user$experience$research.$$$Known$for$my$empathy$and$compassion,$I$truly$love$making$things$better$for$people,$and$have$a$track$record$for$doing$so.$$$I’m$passionate$about$learning$about$people$and$love$uncovering$problems$and$opportunities,$and$helping$to$shape$product$direction$and$strategy. "

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Experience"

"I$have$over$four$years$of$experience$in$designing,$recruiting,$conducting,$leading,$and$reporting$on$user$experience$research$initiatives$in$fast>paced,$agile$environments.$$$My$findings$and$recommendations$continually$lead$to$increased$business$value$and$measured$improvements$in$user$experience$and$satisfaction.$$$"

Experienced$in$product$management,$I$work$closely$with$product,$design,$and$engineering$teams$to$shape$product$direction$and$strategy$through$my$insights.$"

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Competencies"

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• Interviews$(stakeholder,$current$and$$prospective$users)$

• Usability$testing"• Listening$Labs"• Product$strategy$and$development"• Needs$assessment"• User$journey$mapping"• Contextual$inquiry$and$ethnography"• Iterative$prototype$testing"• Top$task$analysis"• A/B$testing"• Project$management"• Product$management$$$$$$$$$$$$$$$"

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21>48$28th$Street$Astoria,$New$York$11105$nikicalderone@gmail.com$

517.262.7477$$$

Skills"

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• FullStory$• Intercom"

• Sketch"• InVision"• MixPanel"• Google$Analytics"• HotJar"• Qualtrix"• Ethnio"• Remote$testing$software$(GoToMeeting,$

Google$Hangouts,$Clearslide,$UserTesting.com)"

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Hobbies"

"I’m$an$avid$runner$(it’s$the$best$way$to$start$the$day!)$and$I$love$reading,$painting,$exploring$the$city$with$friends,$learning$Italian,$and$visiting$museums.$$

!! "Porches$I$painted$for$my$boyfriend,$a$car$enthusiast!$

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S"E"L"E"C"T"""P"R"O"J"E"C"T"S""

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• Reonomy"Foundations*Search"Improvements""

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• Reonomy"Spotlight*Rapid,*Iterative"Wireframe"Testing"

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• Reonomy"Spotlight*Los*Angeles*Ethnography$""

• Reonomy"Spotlight*Los*Angeles*Beta"Testing"""

• Reonomy"New"Product"Concept"Validation""

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• AncestryDNA"DNA*Match"Listening"Labs"""

• Appendix"of"Assets"

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Reonomy"Foundations*Search"Improvements""

$1a$–$Google$Analytics$feature$audit$$$Problem"

$When$I$started$at$Reonomy,$our$product$was$trying$to$solve$a$lot$of$problems$for$a$lot$of$different$CRE$professionals,$so$we$couldn’t$adequately$meet$the$needs$of$any$of$our$customers.$We$needed"focus,$but$we$didn’t$know$on$whom$or$what.$$In$my$research$to$help$answer$this$question,$I$also$discovered"a"need"and"opportunity$to$streamline$the$search$and$discovery$process.$After$implementing$my$recommended$product$enhancements,$I$needed"to"validate$them$and$understand$their$impact. "

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"1b$–$Before:$search$criteria$menu$and$results$$$Methods"

$First$I$conducted$a$feature"audit$using$Google"Analytics$to$establish$a$site"usage$baseline,$including$what$search$criteria$was$used$most$often$and$what$data$was$viewed$most$often.$$$I$found$the$majority$of$customers$most$frequently$used$only$a$small$subset$of$a$vast$amount$of$search$criteria.$From$there,$they$primarily$visited$only$3$of$the$7$total$results$categories,$so$I$hypothesized$these$criteria$and$results$should$be$more$prominent$and$easily$accessible.$$First$I$needed$to$validate$my$assumptions$and$learn"the"“why”"behind"the"“what.”"Were$users$searching$with$select$criteria$because$those$were$most$important,$or$because$they$weren’t$aware$of$other$options?$Did$they$only$need$those$3$results$categories,$or$were$the$other$4$just$hard$to$find?$$$We$needed$to$see$how$customers$naturally$ran$searches$and$evaluated$results,$so$I$conducted$Listening"Labs$with$5$participants.$I$learned$more$about$their$work$and$task$at$hand,$and$then$asked$them$to$try$to$find$information$they$were$looking$for$that$day,$diving$deeper$to$understand$if$their$behavior$was$or$wasn’t$typical.$

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1c$–$After:$search$criteria$menu$and$results$$$Results"&"Impact"

"In$addition$to$validating"my"assumptions"about$making$the$most$frequently$used$search$criteria$and$results$categories$more$prominent,$my$top"findings"and"suggestions$from$the$Listening$Labs$were:$$

• Separate$most$important$search$criteria$from$the$rest,$group$into$“Basic”$and$“Advanced”$categories$

• Display$“Basic”$criteria$by$default$• Clean$up$results$UI$and$display$key$info$from$top$3$results$categories$

• Change$site$“skin”$from$black$to$white$to$reduce$eye$strain$–$users$frequently$used$Excel$(note:$we$implemented$this$improvement$after$the$initial$search$and$discovery$improvements)$$

After$implementing"my"suggestions$I$monitored$Google$Analytics$data$and$found$a$15%"increase"in"weekly"searches$and$a$17%"increase"in"property"discoveries.$I$ran$another$round$of$Listening$Labs$to$further$verify$that$these$changes$were$positive,$and$found$that$each$participant$reacted"positively,$executed$searches$more$quickly,$and$more$easily$found$needed$information.$

Reonomy"Spotlight*Iterative"Wireframe"Tests"

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$2a$–$Initial$concept$sketch$$$Problem"

$In$previous$research$initiatives$I$discovered$a$need"for"workflow"management$features,$which$we$developed$into$an$entirely$new"product$to$meet$our$business$goals$of$narrowing$product$focus$and$increasing$revenue.$$$This$new$product$would$allow$customers$to$search$for$properties$and$their$owners,$create$customized$lists$of$properties$of$interest,$take$notes,$and$tag$them$by$project$status.$$$Prior"to"alpha"testing$this$product,$I$needed$to$determine"the"strengths"and"weaknesses$of$our$early$flow$and$design$concepts,$choose$which$to$proceed$with,$and$whether$they$sufficiently"met"

users’"most"pressing"needs. "$$$$$$$$

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"2b$–$Early$version$wireframe$$$Methods"

$We$needed$to$quickly$narrow$our$focus$and$meet$our$tight$deadlines,$so$I$decided$to$conduct$rapid,"iterative"wireframe"tests$of$multiple$versions$of$designs,$increasing$fidelity$with$each$of$the$6$tests.$$We$needed$to$evaluate"multiple"versions$of$the$same$step$in$the$flow,$so$to$reduce"bias$I$shuffled$the$order$these$were$presented$with$each$test.$$$For$each$screen$I$asked$participants$for$overall$thoughts$and$impressions,$what$action$they$would$take,$what$they$would$expect$to$see$next,$how$the$next$screen$compared$to$what$they$were$expecting,$etc.$$$$$$$$$$$$

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$2c$–$Later$version,$higher$fidelity$wireframe$$$Results"&"Impact"

$Challenged$by$our$tight"deadline$and$needing$to$quickly$focus$designs,$I$advised$removing$versions$of$screens$after$only$3$participants$ruled$them$out.$$My$top"findings"and"suggestions$were:$$

• Filter$lists$by$project$status$so$users$know$which$properties$to$focus$on$

• Take$notes$and$tag$properties$from$search$results$to$streamline$workflow$

• Change$notes$position$so$all$information$is$visible$at$once$

• Create$“reminders”$to$follow$up$with$property$owners$

• Allow$users$to$verify$owners$and$phone$numbers$to$track$correct$info$

$After$each$test$we$implemented$the$changes$I$recommended,$which$were$validated$in$the$next$round$of$tests.$I$lead$the$team$to$meet"our"

deadline$of$launching$the$alpha$product,$allowing$us$to$get$a$head"start"on"developing$and$validating$early$concepts$for$beta$testing. $$

Reonomy"Spotlight"L.A.*Ethnography""

"3a$–$Observing$a$participant$in$his$workspace$$$Problem"

$Originally,$Reonomy$Spotlight)was$exclusively$available$in$the$NYC$CRE$market,$so$to$increase"revenue$and$grow$the$business$we$were$planning$to$launch$into$multiple"markets$across$the$US,$with$Los$Angeles$being$first.$$$To$understand"how"to"design,"build,"and"launch"Spotlight$in$LA$we$needed$to$understand$this$market$and$potential$customers$in$further$depth.$$$We$were$starting"from"scratch$and$had$no$prior$knowledge$of$the$LA$CRE$market$or$prospective$customers$and$needed$to$deeply"understand$the$market’s$nuances,$customers’$lives,$work$environments,$workflows,$tools,$needs,$and$pain$points.$Given$the$early$stage$of$the$project$and$the$amount$of$information$we$needed$to$discover,$I$decided$to$conduct$immersive,"ethnographic"

research.$"

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! $3b$–$Participant$case$studies$$$Methods"

$To$lay"the"groundwork$and$establish"relationships$with$the$6$ethnography$participants,$I$first$conducted$remote"phone"interviews$asking$participants$to$describe$themselves$and$their$work,$daily$routines,$and$biggest$challenges,$among$other$things.$$I$then$travelled$to$LA$for$a$week,$spending$a$day$with$each$participant.$I$started$each$day$by$having$a$conversational"interview"with$participants$to$get$further$acquainted,$understand$more$about$themselves$and$their$work,$make$them$comfortable,$and$set$the$stage$for$the$day.$$$I$immersed"myself"in"their"dayYtoYday$touring$their$offices$and$workspaces,$riding$along$with$them$to$site$visits,$and$shadowing$them$as$they$worked,$made$phone$calls,$and$attended$meetings.$With$permission$I$took"photos"and"videos,$and$kept$a$notebook"of"findings$relating$to$my$research$questions$and$other$key$findings.$I$ended$each$day$with$a$closing"conversational"interview,$asking$follow>up$and$clarifying$questions.$

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"3c$–$Screen$from$final$presentation$$$Results"&"Impact"

$Obtaining"stakeholder"approval$for$this$project$was$challenging,$as$they$initially$didn’t$understand$the$importance$and$mandated$that$Spotlight$LA$be$built$quickly,$based$on$our$NYC$customer.$I$presented$the$value$of$this$research,$providing$examples$of$similar$studies$and$results.$$$My$top"findings"and"recommendations"were:$$

• Target$younger,$less$established$CREs$–$they$had$most$need$for$Spotlight’s$owner$information$to$build$their$book$of$business$

• Find$and$alert$users$to$new$properties$based$on$proximity$to$scheduled$site$visits$to$maximize$time$

• Heavily$focus$on$mobile$functionality,$as$users$spend$majority$of$days$in$cars$

• Offer$enterprise$accounts$–$LA$CREs$work$as$a$team$$

$Based$on$these$findings$and$recommendations$our$product$director$built$LA$Spotlight’s$roadmap,$and$I$helped$the$marketing"and"sales$teams$shape$their$strategy$and$pitch$for$our$new$customers.$

Reonomy"Spotlight*Los"Angeles"Beta"Testing""

"4a$–$Screenshot$from$beta$usability$test)$$Problem"

$Tasked$with$the$goal"to"launch"Reonomy"

Spotlight*in"the"Los"Angeles"market,$I$conducted$ethnographic$research,$developed$product$concepts,$ran$rapid,$iterative$wireframe$and$prototype$tests,$and$then$conducted$an$internal,$closed$alpha$test.$$$Through$these$research$initiatives$I$validated"our"early"product"concepts"and"designs,$and$uncovered$the$most$critical$bugs$and$UX$issues,$which$our$team$then$fixed.$$Prior$to$formally$launching$Spotlight)and$it’s$marketing$and$sales$initiatives,$and$to$set$us$up$for$a$successful$launch,$we$needed$to$further"validate$that$the$product$adequately$met"users’"needs,$ensure$ease"of"use,$and$verify$that$potential$customers$would$adopt$the$product.$"$$$$$$

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$4b$–$Beta$testing$feedback$and$bug$log$$$Methods"

$Because$of$the$nature$of$potential$LA$customers$we$knew$we$had$one$chance$to$get$their$attention$and$successfully$launch$a$product.$Also$given$how$critical$it$was$to$the$business$to$quickly$gain$significant$traction$in$this$market,$I$needed$to$make$sure$we$were$set"up"for"success.$$I$determined$that$a$closed$beta"test$would$be$best$for$obtaining$critical$feedback,$usage$data,$and$insights$that$we$needed,$and$allow$us$to$quickly$act$on$that$information$to$make$improvements$and$validate$them.$Beta$testing$is$best$practice$prior$to$new$product$launch,$but$it$would$also$allow$us$to$fail$fast$and$learn$quickly$in$a$“safe”$environment.$$During$the$weeks>long$beta$period$I$monitored$the$30$participants’$usage$with$Google$Analytics$and$FullStory,$tracked$feedback$and"bugs$via$Intercom,$emails,$and$phone$calls$with$participants,$and$conducted$usability"tests$and$Listening$Labs.$I$collected$and$organized$a$log$of$all$feedback$and$bugs,$and$lead$daily$triage$sessions$with$the$PM,$design,$and$engineering$leads$to$prioritize$work$and$assign$tickets.$

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!"4c$–$Listening$Lab$research$guide$and$notes$$$$Results"&"Impact"

$Sales$pushed$to$either$charge$beta$participants$or$pre>sell$Spotlight)access$to$immediately$drive$revenue.$Either$scenario$would$threaten$the$integrity$of$the$beta$test,$bias$results,$and$not$answer$critical$questions$around$adoption,$so$I$successfully$argued$to$keep$beta$access$free.$$My$top"findings"and"recommendations$were:$$

• Map$and$zip$code$search$critical$for$launch$• Increase$owner$contact$coverage,$accuracy$• Alert$customers$to$new$properties$matching$saved$search$criteria$

• Match$information$labels$with$LA$lexicon$$$We$updated"and"reprioritized"our"product"roadmap$based$on$my$findings$and$recommendations,$but$ultimately$never$launched$Spotlight$as$senior$leadership$decided$to$pivot$and$increase$revenue$and$customers$by$addressing$an$entirely$different$segment$of$RE$professionals.$Yet$my$beta$test$was$a$success$in$that$I$educated"the"team"of"its"value"and"importance$in$the$product$development$process,$setting$us$up$for$future$success$with$product$concept$development.$

Reonomy"New"Product"Concept"Validation"

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! "5a$–$Research$project$plan$and$interview$guide$"

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Problem$$We$just$pivoted$our$business$and$product$strategy$and$needed$to$quickly$find$a$viable$way$to$dramatically"increase"our"customer"base"and"

revenue.$$$Based$on$market"sizing$and$a$competitive"

analysis$our$team$had$just$completed,$and$insights$from$past"interviews$I$had$conducted,$I$hypothesized$that$a$workflow$and$contact$management$product$for$residential$real$estate$agents$could$be$our$answer.$$Before$moving$forward$with$any$design$or$development,$I$quickly$needed$to$validate$that$with$this$product$concept$we$had$both$problemYsolution"fit$and$productYmarket"

fit.$"

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$5b$–$Landing$page$with$HotJar$heat$map$$$$Methods$$First$I$needed$to$more$deeply"understand$our$potential$target$market,$and$validate"the"need$for$a$workflow$and$contact$management$product$among$residential$agents.$$$I$decided$to$conduct$interviews$with$a$wide$range$of$these$agents$across$the$country$–$15$participants$in$total$–$as$this$is$best$practice$for$uncovering$patterns$in$user$goals,$problems,$and$needs,$and$would$initially$validate$or$invalidate$my$hypotheses.$$The$interviews$confirmed"my"theories$about$a$need$for$workflow$and$contact$management,$and$based$on$my$findings$I$outlined"top"value"propositions$for$the$product$concept.$To$quickly$test$these$and$further$validate$our$concepts$with$more$confidence,$I$recommended"building"basic"

landing"pages$with$CTAs$and$A/B$testing$them$against$one$another$by$marketing$them$in$various$channels$and$measuring$conversion.$$"

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$5c$–$User$journey$map$(created$with$Sketch)$"

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Results"&"Impact"

$Through$my$interviews$I$learned$about$our$new$customer$segment’s$motivations,"goals,"needs,"

workflows,"and"problems,$which$I$then$used$to$create"a"user"journey"map$and$presented$my$findings$to$the$team.$$Per$my$recommendations$and$based$off$of$my$findings,$we$built$and$tested$multiple$versions$of$a$product$concept$landing$page.$After$determining$a$winner,$we$used$my$user$journey$map$to$develop,$design,$and$vet$our$initial$product$concepts.$$My$research$initiatives$allowed$us$to$quickly"validate"and"refine"our$ideas$and$start$designing"and"iterating"on"wireframes.$This$was$crucial$–$and$respected$–$in$our$agile,$fast>paced$environment$with$tight$deadlines.""

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AncestryDNA"DNA*Match"Listening"Labs""

! "6a$–$Recruiting$email$scripts$and$research$plan$$$Problem$$The$Ancestry$DNA$product$team$had$just"released"a"new"product$–$DNA)Match$–$to$a$small$percentage$of$customers.$This$product$was$meant$to$help$customers$discover$new$relatives$from$DNA$matches,$learn$about$those$relatives’$genealogy,$and$ultimately$to$grow$their$family$tree.$$The$DNA)Match)was$a$complex$concept,$and$we$needed$to$understand"customers’"reactions$to$it$and$if$they$understood$the$concept,$what$else$was$unclear$and$how$we$could$clarify,$their$likes$and$dislikes,$and$what$additional"features$were$needed$and$why.$"

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! "6b$–$Listening$Lab$session$notes$$$Methods$$Given$that$we$needed$to$answer$general$questions$about$the$value$of$the$DNA)Match$concept,$likes$and$dislikes,$and$where$customers$stumbled,$I$decided$to$conduct$loosely$guided$in>person$Listening"Labs"with$a$mix$of$participants$who$both$had$and$had$not$yet$seen$a$DNA)Match.$$$I$chose$Listening$Labs$over$heavily$structured$usability$tests$with$pre>set$tasks$because$they$would$give$participants$greater$autonomy$to$explore$the$product,$use$it,$and"react"to"it"as"they"normally"would,$which$would$better$answer$our$research$questions.$They$also$allow$for$more$valuable$insights$and$discoveries,$as$they$don’t$presume$to$know$how$participants$use$a$product.$$By$testing$with$both$first>time$users$and$experienced$users,$I$could$compare$results$of$both$groups$and$initially$gauge"the"severity"of"usability"issues,$which$better$allowed$me$to$recommend$fixes$and$priority.$$$$$

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"6c$–$Slides$from$final$presentation$$$Results"&"Impact"

$To$test$the$first>time$DNA)Match)experience$we$granted$access$just$before$sessions;$however,$our$first"participant’s"DNA*Match*didn’t"display."To$ensure$the$session$and$our$participants’$time$wasn’t$wasted,$I$asked$the$PM$to$troubleshoot$while$I$asked$additional$introductory$questions,$and$it$was$quickly$resolved.$My$top"findings"and"recommendations$were:$$

• All$participants$saw$value,$but$didn’t$immediately$understand$the$concept$

• Need$for$more$prominent$CTA$to$compare$DNA)Match$to$trees$–$all$users$wanted$this$but$didn’t$think$possible$

• Header$fonts$needed$to$be$bigger$and$bolder$–$users$unsure$of$where$to$navigate$

• Change$save$icons$to$provide$more$clarity$$After$implementing$my$recommendations,$a$second$round$of$tests$showed$all$participants$quickly$understood$the$DNA)Match$concept,$navigation,$and$how$to$save$and$compare$to$trees.$Ultimately,$my$research$ensured"a"successful"DNA*Match*release$to$all$customers.$$

Ancestry"Onboarding"Flow"Usability"Test"

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! !7a$–$Participant$screener$(created$with$Ethnio)$$$Problem$$The$Ancestry$customer$acquisition$team$had$just$designed$and$built$a$new"onboarding"flow$for$first>time$customers,$and$the$PM$wanted$to$evaluate"where"users"struggled$to$complete$the$flow$and$sign$up$for$a$free$trial.$$The$flow$prompted$users$to$begin$building$their$family$tree$with$their$mother$and$father’s$information,$which$then$generated$immediate$genealogical$record$“hints,”$enticing$users$to$sign$up$to$get$access$to$those$records$and$further$information.$$We$measured$the$conversion$rate$of$this$new$flow$compared$to$the$old$one$and$found$a$slight$increase,$so$we$needed$to$better"understand"user"behavior$and$determine$where$improvements$could$be$made$to$increase"conversion.$$$$$$$$$$$

$7b$–$Screen>by>screen$user$journey$$$Methods$$Because$we$needed$to$test$the$flow$with$firstYtime"Ancestry"users,"I$needed$to$intercept$participants$before$they$reached$the$onboarding$flow.$I$built"a"screener"intercept"with"Ethnio,$where$I$gathered$basic$demographic$information$so$I$could$be$sure$to$get$a$diverse$range$of$customers.$$I$decided$to$conduct$usability"tests$with$5$participants,$where$I$tasked$them$with$completing$each$step$in$the$onboarding$flow,$asking"clarifying"questions"throughout.$$$Usability$testing$was$the$best$method$to$answer$our$research$questions,$as$it$would$show$whether$participants$could$successfully$complete$each$step$in$the$flow$and$which$steps$were$in$most$need$of$improvements.$By$asking$clarifying$questions$for$each$task,$I$could$gain$deeper"insight"into"user"behavior$and$better$recommend$improvements$and$solutions.$$$$$$

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$7c$–$Aggregated$user$journey$sparkline$$$Results"&"Impact"

$I$mapped"participants’"emotional"journey$at$each$step$in$the$flow$to$visually$communicate$to$the$acquisition$team$where$the$biggest$pain$points$and$opportunities$were.$$My$top$findings$and$recommendations$were:$$

• Display$mother’s$information$first$–$majority$of$participants$more$familiar$with$this$side$of$the$family$

• Make$it$optional$to$fill$out$either$mother$or$father’s$information$–$most$participants$didn’t$know$details$of$both$

• More$obvious$CTA$for$record$hints–$most$participants$didn’t$notice$at$first$

• Display$additional$metadata$for$each$record$hint$–$without$it$participants$are$unsure$of$which$record$to$click$on$

$The$acquisition$team$made"improvements"based"

on"my"recommendations$and$found$that$the$conversion"rate"increased"by"6%,$and$time"spent"

in"the"flow"decreased"by"15%"(from$an$average$total$of$10$minutes),$suggesting$that$customers$found$the$flow$easier$to$complete.$$$$$$

A"P"P"E"N"D"I"X"""O"F"""A"S"S"E"T"S""

"

• 1a"–"Google"Analytics"Feature"Audit"

"

• 3b"–"Ethnography"Participant"Case"Study"

"

• 3c"–"Screen"from"Final"Presentation"

"

• 4b"–"Beta"Testing"Feedback"and"Bug"Log"

"

• 4c"–"Beta"Testing"Listening"Lab"Guide"

"

• 5b"–"Research"Project"Plan"

"

• 6b"–"Listening"Lab"session"notes"

"

• 7b"–"ScreenYbyYscreen"User"Journey"$$

Niki Calderone

LA#Spotlight#Beta#Testing Listening(Lab(Guide March(2016

1

INTRODUCTION Thanks(for(taking(time(to(participate(in(our(study(—(I(know(you’re(busy,(so(I(very(much(

appreciate(it!( Now(that(you’ve(had(some(time(to(start(using(Spotlight,(I(want(to(understand(what’s(working(

well,(what(can(be(improved,(what(you(find(most(useful(and(valuable,(and(what(you(don’t. So,(I’d(like(to(ask(you(some(questions(while(we(look(at(Spotlight(together.(I’ll(share(my(screen(

with(you(and(give(you(control(of(my(mouse(and(keyboard.(Please(be(completely(open(and(

honest(as(we(go(—(you(really(can’t(hurt(my(feelings(or(make(me(feel(good(as(I(haven’t(

personally(worked(on(the(site. Also(please(know(that(this(is(a(test(of(Spotlight(and(its(design(and(functionality.(It’s(not(a(test(of(

you(or(your(abilities(in(any(way,(and(you(can’t(say(or(do(anything(wrong. Lastly,(just(so(I(can(take(a(look(back(later(for(notes,(I’d(like(to(record(your(voice(and(the(actions(

you(take(on(the(screen.(Is(that(ok(with(you?(I(won’t(share(the(recording(with(anyone(outside(of(

my(team. [Record,)share)screen,)give)control] GENERAL#QUESTIONS(( Before(we(start(going(through(Spotlight(I(have(a(few(background(questions(for(you:

O Overall,(how(are(you(feeling(about(Spotlight?(

O If(you(had(to(rate#your#overall#satisfaction(with(Spotlight(on(a(scale(of(0O5,(what(would(it(be?((((

(0(=(very(dissatisfied,(5(=(very(satisfied)

O About(how#often(have(you(been(using(it(over(this(past(week?((O When?(Why?((

O What(for?(Why?(

O What(have(you(been(using#most?(

O Why?(What(for?(Could(you(show(me?(

Product/Market-Fit User%Research%Plan%-%Motivations%&%Needs March%2016 -Background We%need%to%rapidly%expand%our%customer%base%across%markets%and%segments,%and%it%is%too%costly%and%difficult%to%so%with%a%data-heavy%product%focused%on%ownership.%Previous%research%tells%us%that%workflow%management%is%a%common%core%pain%point%across%a%few%markets%and%segments,%and%believe%it%could%also%apply%more%broadly.%We%believe%workflow%management%tooling%could%be%our%key%offering%and%need%to%validate%our%hypotheses%and%inform%our%product%direction. Goals Understand%target%customers’%motivations,%workflows,%and%most%pressing%needs%to%inform%MVP%features%and%functionality. Research-Questions

1. What%are%real%estate%professionals’%routines/workflows?%2. How%do%they%currently%achieve%their%goals?%[Tools?]%3. What%are%their%most%pressing%needs%and%biggest%pain%points?%4. What%motivates%them?%5. Do%Spotlight’s%workflow%functionality%and%features%meet%their%needs?%6. What%minimum%data,%if%any,%is%absolutely%necessary?%

Method Research%will%be%broken%into%two%phases:

1. Short%term:%%- Interviews:%We%will%meet%remotely%with%15-20%participants%for%roughly%an%hour,%spending%the%

first%30%minutes%interviewing%participants%with%conversational,%non-leading%questions%centered%around%research%questions%#1-5,%and%spend%the%second%30%minutes%walking%through%wireframes%and%prototypes,%gathering%impressions%and%feedback%to%answer%research%question%#6.%

- Honeypot%landing%page%(see%here%for%more%information)%2. Long%term:%To%gather%deeper%insights%we%will%conduct%ethnographic%field%studies%and%contextual%

inquiries,%i.e.%observing%participants%in%their%natural%work%environments.%This%may%include%(but%is%not%limited%to)%touring%participants’%office%and%work%spaces,%riding%along%to%and%from%meetings,%observing%canvassing%workflows,%listening%in%on%calls%with%clients%and%meetings%with%colleagues,%etc.%Throughout,%we%will%ask%participants%relevant%clarifying%and%follow-up%questions.%

Participants Participants%will%be%a%broad%mix%of%seekers%across%markets%who%need%to%find%and%manage%real%estate%opportunities.%(See%here.)%(Note%that%determining%participants%is%partially%dependent%on%market%sizing.)

- Mix%of%real%estate%seekers:%including%ISBs,%debt%&%mortgage,%resi,%and%leasing%brokers;%others?%- Mix%of%markets:%possibly%Boston,%Washington%D.C.,%Austin,%San%Francisco,%Seattle,%Denver,%etc.%

Schedule%(for%short%term%research;%ethnographies%will%be%ongoing)

- Recruiting%begins:%TBD%- Interviews%conducted:%TBD%- Findings%delivered:%TBD%

DNA$Match$Listening(Lab(Notes(December(2014(

( 1(

User(name:(Danni(Date:(12/9/14((Pre-Interview$$

9 How(long(have(you(been(doing(family(history(research?(o Have(been(actively(researching(since(teenage(years((15)(

9 How(did(you(get(started?(o Her(grandparents(were(LDS,(went(over(to(their(house(in(summer(when(young((7,8,9)(and(

spend(summer(with(them(–(as(part(of(church(work(would(do(transcription(and(do(their(own(genealogy;(they(introduced(her(to(it(

9 How(often/long(do(you(typically(spend(on(this(per(week?(o Spend(at(least(an(hour(a(day(on(average,(on(weekends(it(will(be(much(more(

(Pretty(knowledgeable(about(usability((F(pattern(of(looking(at(websites)((Header((green(text)(–(noticed(it(but(it(didn’t(register(so(glossed(over(and(went(to(the(meat(of(the(page,(if(I(had(read(that(it(would(have(given(me(a(better(sense(of(what(I(was(looking(at”(–(now(having(read(the(green(descriptor(text,(she(expects(this(info(to(be(representing(member(trees,(so(would(make(me(cautious(of(being(able(to(attach(any(sources(or(people((Overall(loves(cleanliness(of(the(site((DNA$Homepage$$

$$

(DNA(Circles:((9(Has(contacted(people(in(her(circles,(has(been(very(helpful(–(it(was(overwhelming(and(difficult(to(look(at(all(matches(9(Primary(interest(in(Circles(was(to(see(how(they(matched,(if(shared(common(ancestor,(then(to(contact(them(and(see(if(they(had(info(she(didn’t(have(or(if(they(could(share(anything(–(primary(reason(to(contact(people(9(Didn’t(expect(any(of(these(people((circles)(to(show(up(–(was(“shocked”(that(these(were(her(circles,(thought(most(research(had(been(done(on(Conwell(and(Schlosser(and(hadn’t(thought(to(go(into(Poffenbarger(9(Trying(to(get(sources(and(make(sure(citations(are(correctly(done(and(documented,(wants(to(verify(the(work(other(family(members(have(done(on(these(people((connected(to(primary(resource,(supporting(document)(9(Hadn’t(done(much(research(into(Poffenbargers((part(of(family(that(her(family(doesn’t(have(much$

(

DOING THINKING FEELING

DELIGHTED

FRUSTRATED

NEUTRAL

CONFUSED