UX STRAT USA, Gregg Bernstein, "Using Contextual Research to Guide Product Development"
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Gregg Bernstein | @greggcorp | for UX STRAT
Transcript of UX STRAT USA, Gregg Bernstein, "Using Contextual Research to Guide Product Development"
Gregg Bernstein | @greggcorp | for UX STRAT
NEWMY BROTHER-IN-LAW’S
VAN
NEWVAN
WhiteVAN REQUIREMENTS
AIR CONDITIONING
RADIO270 CU. FT.
Actual
expected
Unknown unknowns.
Thomas Schelling
When a possibility is unfamiliar to us, we do not even think about it.
Daniel Kahneman
WYSIATIWhat You SeeIs All There Is
wisdomIS YOUR STARTING POINT,
NOT YOUR CLOSING ARGUMENT
MIGHTY MIGHTY
boston
garbage ingarbage out
wisdom data
context
wisdom data
context
wisdom data
Urie bronfenbrenner
Urie bronfenbrenner
individual
individualmicrosystem
individualmicrosystem
exosystem
individualmicrosystem
exosystemmacrosystem
individualmicrosystem
exosystemmacrosystem
chronosystem
microsystemexosystem
macrosystemchronosystem
context
analytics
statisticsanalytics
surveysstatisticsanalytics
surveysstatistics
feedback
analytics
feedback
theorygrounded
surveysstatistics
feedback
analytics
surveysstatistics
case studiesinterviewsfeedback
analytics
case studiesinterviews
case studiesinterviews
& ListenObserve
& ListenObserve(Don’t Speak)
microsystemexosystem
macrosystemchronosystem
context
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
listen closeAsk open
simple question:What apps do you use?
“I use Gmail and Evernote. Oh, and we also use
Microsoft Word.”
“I use Gmail and Evernote. Oh, and we also use
Microsoft Word.”
“I use Gmail and Evernote. Oh, and we also use
Microsoft Word.”
Listen for plot, voice,
& roles
analysisvoice relational
Listen for plot, voice,
& roles
analysisvoice relational
Customer PrimarySoftware
SecondarySoftware 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
100 data points1 interview
MailChimp Snap
retailers
too busyretailers
phonestoo busyretailers
phonestoo busyinstagram
retailers
phonestoo busy
quickinstagram
retailers
context
wisdom data
context
wisdom data
@greggcorp | gregg.io | @theuxnewsletter
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