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Seeing through Other’s Eyes

A primer on listening to users

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Disclaimer

For later...

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Implementation

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Implementation

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Implementation

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Implementation

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Implementation

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What could have helped

Learning

max growth

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Implementation

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Awareness,

But with no traffic?

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Relevance.

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How do people think about and buy the product you sell?

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How do people think about and buy the product you sell?

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Ideal scenario,

Without understanding what people need to make a decision

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Not “bad”

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Expert Blindness

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Seeing your product the way someone else would

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Mission

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Empower you to involve

real data from people

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Key consideration

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First:

Knowing the unknowns

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Actionable Information

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What decisions do we want to make?

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What we want to be able to do after?

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Is there a business problem?

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What decisions do we want to make?

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What we want to be able to do after?

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Is there a business problem?

Decision

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Desire

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Deficiency

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Then:

Phase and Type of Understanding

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Definition

Reveal goals

Drives goals

Evaluative

LEARN ABOUT THE OFFERING

LEARN ABOUT THE PERSON

Discovery

Exploratory

Based on a framework by @twigandfish’s Meena Ko

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Definition

Reveal goals

Drives goals

Evaluative

LEARN ABOUT THE OFFERING

LEARN ABOUT THE PERSON

Discovery

Exploratory

Based on a framework by @twigandfish’s Meena Ko

Usability

Relevance

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Part 2:

What are the 5 phone apps that you used most recently?

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Jobs To Be Done

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Clayton Christensen

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Zero in on the deep-seated goal.

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Helping people do what they want. Better than any other choice.

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The Jobs To Be Done interview

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Laddering

5 Why’s

Qualitative Research

Management Consulting

And Design

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Rule of thumb:

A level deeper

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“Research”

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Form over Function

“Research” vs Listening

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Counterintuitive Tips

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Don’t ask “why”.

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Keep quiet.

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Keep quiet.

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Active listening.

Don’t dissect.

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Empathy?

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Cognitive empathy

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Indi Young

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Listening session

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No guides. No fancy tools.

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Avinash Kaushik

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Not that “research saves the day”

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Care about the work.

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Humility

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The customer is the genius when it comes to user experience.

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Gerry McGovern