Don’t Forget The UserVeena Sonwalkar

The Startup’s Nightmare

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Launch

Fail & Learn

Learn Quickly & Reduce Risks

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Launch

Learn Learn Learn

Understanding Users is the Key

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Conduct User Research Test Designs with Users

What is User Research

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Understanding Past and Current behaviours in order to use them as proxy for future behaviours

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What is User Research

Good User Research provides actionable and testable insights into user’s needs

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EMPATHY

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2007 2008

AirBnB’s initial sites while it was not so popular

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But where are the Customers?

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“We noticed a pattern. There's some similarity between all these 40 listings. The similarity is that the photos sucked. The photos were not great photos. People were using their camera phones or using their images from classified sites. It actually wasn't a surprise that people weren't booking rooms because you couldn't even really see what it is that you were paying for.”

While Airbnb is data driven, they don’t let data push them around. Instead of developing reactively to metrics, the team often starts with a creative hypothesis, implements a change, reviews how it impacts the business and then repeats that process.

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http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business/

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2007

2008

When Should You Involve Users?

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Before You BeginDuring Development & Post Development

- UNDERSTAND CONTEXT OF USE - GOALS & NEEDS - PROBLEMS - EXISTING BEHAVIOURS

- USABILITY (Can they do it?, Understand it? Discover features?)

- USEFULNESS

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http://reboot.org/2012/02/19/design-research-what-is-it-and-why-do-it/

Before you begin,Ask this Question-

Whom are you designing it for?

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W H AT W O R K S F O R A M A Z O N M AY N O T W O R K F O R Y O U R

P R O D U C T

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Failed Products from Google

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Failed Products from Google

User Research & Product Requirements

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http://www.mindtheproduct.com/2012/08/how-user-research-can-help-prioritise-product-requirements/

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U X r e s e a r c h ’s r e a l v a l u e i s i n h e l p i n g

t o r e d u c e u n c e r t a i n t y .

A Look at AirBnB’s Research

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http://designerfund.com/bridge/what-questions-do-airbnb-design-researchers-ask/

Personas for AirBnB’s Chinese Market

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Persona #1 (guest)

Unmarried young generation, live with the parents

Persona #3 (host and guest)

American born Chinese, foreigners, rent a house/apartment Trust – important factor for Chinese markethttps://uxdesign.cc/user-research-airbnb-for-the-chinese-market-5ee21ce34bff#.dvqotvbr2

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http://www.slideshare.net/stephenpa

Experience Vs

Features

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M I N I M U M V I A B L E P R O D U C T S H O U L D B E B A S E D O N

M I N I M U M V I A B L E E X P E R I E N C E

When a customer orders a taxi to take her to the airport she wants to get to the airport, but the service starts before the actual journey, with a step that creates certainty in the moment—knowing that she will arrive on time is priceless.

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Design for all

Scenarios

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70% of Mobile startups have a focus on design in business strategy as compared to 55% Consumer Web startups

74% Mobile startups have a focus on design even at Minimal Viable Product (MVP) stage as compared 41% Consumer Web startups

https://yourstory.com/2014/03/indian-startups-world-class-design/

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Forrester and other groups have shown that every dollar spent on UX brings in between $2 and $100 dollars in return. Based on Design Index (created by UK Design Council and UX Fund) which tracked the performance of design-led companies on the London Stock Exchange between 1995 and 2004, design-aware companies out performed FTSE 10 and FTSE All Shares indexes by more than 200%.

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Understand Mental ModelsH E L P S U N D E R S T A N D C O M P L E X M O T I V A T I O N S T H A T D R I V E U S E R ” S B E H A V I O U R

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U s a b i l i t y Te s t i n g G u e r i l l a Te s t i n g M o d e r a t e d C a r d S o r t i n g Tr u e I n t e n t Te s t s

C o n t e x t u a l I n q u i r y E t h n o g r a p h i c S t u d i e s D i a r y / C a m e r a S t u d i e s F o c u s G r o u p s I n D e p t h I n t e r v i e w s P a r t i c i p a t o r y D e s i g n

QualitativeQuantitative

Insights

Evaluation

S u r v e y s I n t e r v i e w s

W e b A n a l y t i c s A / B Te s t s R e m o t e C a r d S o r t i n g C l i c k s t r e a m A n a l y s i s E y e t r a c k i n g H y p o t h e s i s Te s t i n g

O n e s i n y e l l o w a r e r e c o m m e n d e d m e t h o d s

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RECRUIT THE RIGHT USERS FOR RESEARCH

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E X P O S U R E H O U R S W I T H U S E R S ( E V E RY T W O W E E K S )

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VA L I D AT E VA L I D AT E VA L I D AT E

R E S E A RC H fo s t e r s  c o l l a b o r at i o n  a n d G r o u p  p a r t i c i p at i o n , a t r u e w i n - w i n fo r eve r yo n e !

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Veena Sonwalkar@vinasoni