UX STRAT USA, Gregg Bernstein, "Using Contextual Research to Guide Product Development"

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UX STRAT

Gregg Bernstein's presentation at UX STRAT USA 2015

Design

Gregg Bernstein | @greggcorp | for UX STRAT

NEW
VAN
White
VAN REQUIREMENTS
AIR CONDITIONING
RADIO
270 CU. FT.

Thomas Schelling
When a possibility is unfamiliar to
us, we do not even think about it.

Daniel Kahneman
WYSIATI
What You See
Is All There Is

wisdomIS YOUR STARTING POINT,
NOT YOUR CLOSING ARGUMENT

individual
microsystem
exosystem
macrosystem

individual
microsystem
exosystem
macrosystem
chronosystem

microsystem
exosystem
macrosystem
chronosystem
context

surveys
statistics
case studies
interviews
feedback
analytics

Customer Environment Devices Structure
Alex Quiet New Macs, PCs Collaborative
Barb Loud Phones, Fax (!) Isloated
Cal Disruptive
Old PCs
(Gateways!?)
Frantic/
Disruptive
Dora Loud iPad Collaborative

“I use Gmail and Evernote.
Oh, and we also use
Microsoft Word.”

Listen for
plot, voice,
& roles
analysis
voice relational

Customer
Primary
Software
Secondary
Software
Empowered?
Alex
Gmail,
Evernote
Excel Yes
Barb Burgertime Salesforce Yes
Cal Salesforce Evernote No
Dora Excel Google Drive No

Customer
Preferred
Software
Meh Software Purchaser? Environment Devices Structure Payment Industry Logins/Week
Alex
Gmail,
Evernote
Excel Yes Quiet New Macs, PCs Collaborative Paid Ecommerce 12
Barb Burgertime Salesforce Yes Loud Phones, Fax (!) Isloated Free Software 3
Cal Salesforce Evernote No Disruptive
Old PCs
(Gateways!?)
Frantic/
Disruptive
Paid Marketing 0.5
Dora Excel Google Drive No Loud iPad Collaborative Free Agriculture 4

phones
too busy
quick
instagram
retailers

@greggcorp | gregg.io | @theuxnewsletter
Industry typeface by Hold Fast Foundry
Images courtesy of the internet

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UX STRAT USA, Gregg Bernstein, "Using Contextual Research to Guide Product Development"

1. Gregg Bernstein | @greggcorp | for UX STRAT

2. NEW MY BROTHER-IN-LAW’S VAN

3. NEW VAN White VAN REQUIREMENTS AIR CONDITIONING RADIO 270 CU. FT.

6. Actual expected

7. Unknown unknowns.

8. Thomas Schelling When a possibility is unfamiliar to us, we do not even think about it.

9. Daniel Kahneman WYSIATI What You See Is All There Is

10. wisdomIS YOUR STARTING POINT, NOT YOUR CLOSING ARGUMENT

11. MIGHTY MIGHTY boston

12.

13.

14. garbage in garbage out

15.

16.

17.

18.

19.

20.

21.

22.

23.

24. wisdom data

25. context wisdom data

26. context wisdom data

27. Urie bronfenbrenner

28. Urie bronfenbrenner individual

29. individual microsystem

30. individual microsystem exosystem

31. individual microsystem exosystem macrosystem

32. individual microsystem exosystem macrosystem chronosystem

33. microsystem exosystem macrosystem chronosystem context

34.

35.

36.

37.

38. analytics

39. statistics analytics

40. surveys statistics analytics

41. surveys statistics feedback analytics

42. feedback

43. theory grounded

44. surveys statistics feedback analytics

45. surveys statistics case studies interviews feedback analytics

46. case studies interviews

47. case studies interviews

48. & Listen Observe

49. & Listen Observe (Don’t Speak)

50. microsystem exosystem macrosystem chronosystem context

51. Customer Environment Devices Structure Alex Quiet New Macs, PCs Collaborative Barb Loud Phones, Fax (!) Isloated Cal Disruptive Old PCs (Gateways!?) Frantic/ Disruptive Dora Loud iPad Collaborative

52. listen close Ask open

53. simple question: What apps do you use?

54. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”

55. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”

56. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”

57. Listen for plot, voice, & roles analysis voice relational

58. Listen for plot, voice, & roles analysis voice relational

59. Customer Primary Software Secondary Software Empowered? Alex Gmail, Evernote Excel Yes Barb Burgertime Salesforce Yes Cal Salesforce Evernote No Dora Excel Google Drive No

60. Customer Preferred Software Meh Software Purchaser? Environment Devices Structure Payment Industry Logins/Week Alex Gmail, Evernote Excel Yes Quiet New Macs, PCs Collaborative Paid Ecommerce 12 Barb Burgertime Salesforce Yes Loud Phones, Fax (!) Isloated Free Software 3 Cal Salesforce Evernote No Disruptive Old PCs (Gateways!?) Frantic/ Disruptive Paid Marketing 0.5 Dora Excel Google Drive No Loud iPad Collaborative Free Agriculture 4

61. 100 data points 1 interview

62. MailChimp Snap

63. retailers

64. too busy retailers

65. phones too busy retailers

66. phones too busy instagram retailers

67. phones too busy quick instagram retailers

68.

69.

70. context wisdom data

71. context wisdom data

72. @greggcorp | gregg.io | @theuxnewsletter Industry typeface by Hold Fast Foundry Images courtesy of the internet