Google Launchpad: Design Day Keynote

Proprietary + ConfidentialProprietary + Confidential

@muirwd | #googlelaunchpad

Launchpad: Design Day

Andrew Muir Wood Head of Customer Insights at DueDil @muirwd

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Proprietary + Confidential


Introducing the mentors

Gabriele Muse Caroline Bosher Jonny Burch Giulia Piu Cyrille Najjar

Hollie Lubbock Manan Vohra Sylvester Kaczmarek Jean-Louis Lawrence




A story about me…



Why do we ask the wrong questions?

White

We assume that we know what our customers are thinking.

We defer to seniority.

We fear the answers to those questions.

We don’t know how to answer those questions.



Today will mainly be about research

Asking the right questions at the right time

Getting started with research techniques

Translating research into product design decisions



What research questions should I have asked?

Planning



The wrong question at the time



These were the scary questions



Your questions change as you grow



Make sure you prioritise your riskiest assumptions.

“”

Planning



If you can’t find participants, how will you find customers?

Recruiting

v

They can be hard to locate

They can be hard to incentivise

And it can take a long time



How recruiting research participants changes as you grow

Prelaunch Early adopters Mainstream customers

Go to where they hang out

• LinkedIn cold messaging ($) • Industry events and Meet-ups ($) • Facebook/LinkedIn Groups ($) • Referrals from friends/family ($) • Hit the streets ($)

Don’t only speak to early adopters!

• Research recruitment agencies ($$$) • Pay-per-click advertising ($$) • Adhoc referrals from customers/

investors ($) • Events/workshops e.g. co-creation ($

$)

Make use of your customer base

• Sales ($) • Support ($) • Targeted recruitment inside product,

e.g. Intercom ($$) • Customer communities ($$$) • Marketing campaigns ($$$)



Cash is expensive, here are some alternatives I’ve tried

coffeecake lunch

Amazon voucher

Kindlecharity donation

fun adviceintros

office visit



Recruiting

Build a recruitment pipeline so that research becomes a habit.

“”




Are your customers lying to you?

Researching

“Of course I’d buy your app darling.”



CHALLENGE: Find out if your mother would buy your productCLUE: Don’t ask if she’d buy your product

Solution ● Can you describe the last time you did X? How did you solve X?

Frequency ● When was the last time and how often do you do X?

Cost ● How much did X cost/long did X take/stressful was X?

Context ● What happened immediately before/after you last did X?

These questions are all based on real events, not hypothetical situations

Find a way to make it a real transaction.



Researching

Prioritise concrete behaviour over opinion and future preference.

“”



Cool, I have 8 hours of interview recordings what now?

Analysing

@harrybr

Analysis is quicker and more fun with friends.



Analysing

Everyone in the company can help do and analyse research.

“”



Have you considered every possible solution?

Solving






Writing a “how might we”

How might we action what for whom in order to change something




How many ways can your customer problem be solved?




Does your design focus relentlessly on its objectives?




Which of your features are most critical?




Solving

There are always multiple ways to solve a problem. Make sure you’ve evaluated them all and chosen the best.

“”



Here’s a recap

Planning Make sure you prioritise your riskiest assumptions.

Recruiting Build a recruitment pipeline so that research becomes a habit.

Researching Prioritise concrete behaviour over opinion and future preference.

Analysing Everyone in the company can help do and analyse research.

Solving There are always multiple ways to solve a problem.



The rest of today…10.40 Teams prep

11.00 Experience map and persona drafts

12.00 Product-specific mentoring

13.00 Lunch

14.00 Prepare for research

15.00 User research session

16.00 Research analysis and feedback

17.45 Team wrap-ups



What question are you answering?

Remember…


THANKS and yes you can have my slides: I will tweet the link @muirwd

@muirwd | #GoogleLaunchpad