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Workshop #2: User Research For Everyone by Aras Bilgen
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Transcript of Workshop #2: User Research For Everyone by Aras Bilgen
User Research for Everyone
Aras BilgenGaranti @arasb
@arasb #uxsg
User research is asking deliberate questions about a problem you care about, working with your users methodologically to find out answers and needs, discussing findings with your team to design possible solutions.
@arasb #uxsg
Find a problem and the questions
Work with users to discover
answers
Analyze & discuss with the team
@arasb #uxsg
Define the problem
Formulate questions
Plan inquiry
Carry it out
Analysefindings
Share
@arasb #uxsg Adapted from Christian Rohrer
Attitude
Behavior
Quantitative Qualitative
Focus groups
Interviews
Multivariate testing
Clickstream analysis
Contextual interviews
Usability lab studies
Ethnography
Diary studies
Desirability studies
Eye-tracking
First click tests
Instrumentation
True intent
Off-task surveys
Intercept surveys
Guerilla testing
Remote testing
Noticeability studies
@arasb #uxsg
User research is not “asking” people.
@arasb #uxsg
@arasb #uxsg
User research does not delay things.
@arasb #uxsg
User research is not pure science.
@arasb #uxsg
User research is not witchcraft.
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User research is not expensive.
@arasb #uxsg
No user research is expensive.
@arasb #uxsg
@arasb #uxsg
No user research is expensive.
@arasb #uxsg
User research is not a room.
@arasb #uxsg
@arasb #uxsg
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@arasb #uxsg
User research is not a room.
@arasb #uxsg
User research is not a department.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Research procedures are usually very flexible.
Scientific rigor is not required in many methods. It is not only OK, but desired to tailor the procedures to project needs.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Find a problem and the questions
Work with users to discover answers
Analyze & discuss with the team
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Define the problem
Formulate questions
Plan inquiry
Carry it out
Analysefindings
Share
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Define the problem
Formulate questions
Plan inquiry
Carry it out
Analysefindings
Share
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Define the problem
Formulate questions
Plan inquiry
Carry it out
Analysefindings
Share
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Formulate questions
Plan inquiry
Carry it out
Analysefindings
Share
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Define the problem
Formulate questions
Plan inquiry
Carry it out
Analysefindings
Share
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Questions for the interview
Carry it out
Analysefindings
Share
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Questions for the interview
Carry it out
Analyse findings in greatstrategic detail
Share
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Research procedures are usually very flexible.
Scientific rigor is not required in many methods. It is not only OK, but desired to tailor the procedures to project needs.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Validity is more important than statistical significance.
Many methods do not require statistical significance to produce useful insight.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Quantitative and qualitative methods can be combined.
One is not better than the other. They produce different types of insight.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
It is useful before, during, and after the project.
Generative, descriptive and evaluative research reveal different insights.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
GenerativeDescriptiveEvaluative
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Planning:What is the need?
What drives it?Is this real?
Execution:Are we meeting the need?
Are we getting close?Can there be alternatives?
Live product:Have we missed anything? What are the new needs?
How do people feel?
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Pilots/Betas are too late in the product cycle.
You may have already built something that no one cares about.
I thought we were going to build a better Facebook. But within 30 minutes after the release, I realized, Oh my God, it's broken. Holy shit, we totally fucked up!
-Bill Nguyen
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Pilots/Betas are too late in the product cycle.
You may have already built something that no one cares about.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Research accelerates innovation
Serving unmet needs is essential for innovation. User research finds those needs.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
Your competition is not taking a vacation.
Benchmarking yourself against others guarantees that you remain ahead.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
End states give us only partial information.
Correlation does not mean causation, “why” is just as important as “what.”
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
@arasb #uxsg
@arasb #uxsg
@arasb #uxsg
@arasb #uxsg
Quick Do it in less than 10 days
Affordable No big budget planning
Correct Methodologically sound
Together Not over-the-wall
@arasb #uxsg
User Tracks
Benchmarking
Stakeholder Interviews
User TracksUsers leave tracks in data.
Look at these traces to find
potential problems.
@arasb #uxsg
@arasb #uxsg
User Content
• Anonymized form fields
• Complaints• Significant outbound calls
• User comments (app stores, customer sites, social)
Analytics
• Top entry and exit paths• Top referrers• Search keywords
• Bounce rates• Time on page• Session length• Visitor flow/Funnels
Usage Data
• Top features• Collection sizes
• Time of use• Frequency of use
• Device distribution
Prioritize HypothesizeQuick wins
User TracksUsers leave tracks in data.
Look at these traces to find
potential problems.
@arasb #uxsg
What isn’t working? What can we do better?Day 1: Identify the numbers that describe
user behavior, work with the team
to pull that data.
Day 2: Understand the “what”, create
hypotheses, get more data to see
how strong they are.
BenchmarkingA fact-based snapshot of
how the product/service
compares with others.
@arasb #uxsg
MS Office
Google Docs
OpenOffice
@arasb #uxsg
WordProcessor?
Online Collaboration? Forms? Price
$100 & up
Free for personal use
Free
Business• Monthly new customers• Monthly revenue• Monthly profit• Commissions and fees• Main competitors• Risk profile• Cust. Satisfaction scores• Daily digital traffic• Monthly downloads
Brand• Attributes• Segments• Primary colors• Taglines• Aspiration• Last revision
Products offered• Savings• Checking• Loans• Mortgages• Pension plans
Customer channels• Branches• In-branch kiosks• Partner kiosks• ATM• Mini-branches• Web• Mobile app• Wearable app• Companion apps• Call center
Content• Tone of voice• Timeliness• Detail• Accuracy• Authenticity• Content types• Update frequency• Reuse
Visual design• Layout• Colors• Typography• Legibility• Consistency• Photo quality• Responsiveness
@arasb #uxsg
Business• Monthly new customers• Monthly revenue• Monthly profit• Commissions and fees• Main competitors• Risk profile• Cust. Satisfaction scores• Daily digital traffic• Monthly downloads
Brand• Attributes• Segments• Primary colors• Taglines• Aspiration• Last revision
Products offered• Savings• Checking• Loans• Mortgages• Pension plans
Customer channels• Branches• In-branch kiosks• Partner kiosks• ATM• Mini-branches• Web• Mobile app• Wearable app• Companion apps• Call center
Content• Tone of voice• Timeliness• Detail• Accuracy• Authenticity• Content types• Update frequency• Reuse
Visual design• Layout• Colors• Typography• Legibility• Consistency• Photo quality• Responsiveness
@arasb #uxsg
@arasb #uxsg
A* B C D E F
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Content• Tone of voice• Timeliness• Detail• Accuracy• Authenticity• Content types• Update frequency• Reuse
BenchmarkingA fact-based snapshot of
how the product/service
compares with others.
@arasb #uxsg
How do we honestly compare against others?Day 1: Establish criteria, identify competitors.
Day 2: Divide amongst the team, fill and grade.
Day 3: Fact-checking and cross-ranking.
Use existing data where available.
Ask finance, call center and field support.
@arasb #uxsg
Stakeholder InterviewsMaking sure that you and
the sponsors are hearing
each other correctly.
@arasb #uxsg
Preparation
• Talk with your champion.• Study the org chart.• Inquire about organizational
dynamics.
• Find out about recent successes and failures.
• Pay attention to ego-boosters and sore spots.
• Distill 10-15 questions, as a guide for yourself.
Interviews
• Be yourself.
• Ask questions selectively.• Go in ascending stratified order.
@arasb #uxsg
CEO
GM 1
VP 1 VP 2 VP 3
GM 2
VP 4 VP 5 VP 6
@arasb #uxsg
Preparation
• Talk with your champion.• Study the org chart.• Inquire about organizational
dynamics.
• Find out about recent successes and failures.
• Pay attention to ego-boosters and sore spots.
• Distill 10-15 questions, as a guide for yourself.
Interviews
• Be yourself.
• Ask questions selectively.• Go in ascending stratified order.
• Avoid interrogation and sales.• Avoid masochism, servitude and
cordial hypocrisy.
@arasb #uxsg
What is at stake?Do they know that?Day 1: Prepare for the interview, chat
with your champion.
Day 2: Carry out your interviews.
Day 3: Analyze and prepare a pithy,
crystal-clear executive summary.
Stakeholder InterviewsMaking sure that you and
the sponsors are hearing
each other correctly.
@arasb #uxsg
Field ImmersionUser Tracks
Benchmarking
Stakeholder Interviews
Field ImmersionA shocking, fast-acting
calibration on prejudices
and assumptions.
@arasb #uxsg
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ÇiçekSepeti Headquarters Florist doing the real work
@arasb #uxsg
@arasb #uxsg
Field guide for beginners
• Dress a bit less casual than normal.• Pair if possible.• Think with a beginners’ mind.• Ask and shut up.
@arasb #uxsg
“What do you think of this feature?”“How would you design this?”
“My name is Albert, I built this.”“Wow I didn’t realize it was THIS hard!”
@arasb #uxsg
Focus on Behavior, Not Attitude
“When was the last time you did X?”
“Can you show me how you normally do X?”
“You mentioned X, can you talk a bit about it?”
@arasb #uxsg
Field guide for beginners
• Dress a bit less casual than normal.• Pair if possible.• Think with a beginners’ mind.• Ask and shut up.
• Don’t forget the research question.• Don’t take notes verbatim, listen first.
@arasb #uxsg
@arasb #uxsg
How do customers pay their bills in the branch?
Observation Thoughts Actions
Unsure about which window to go to
Show upcoming tickets in each window
Field guide for beginners
• Dress a bit less casual than normal.• Pair if possible.• Think with a beginners’ mind.• Ask and shut up.
• Don’t forget the research question.• Don’t take notes verbatim, listen first.• Take pictures/video with permission.
@arasb #uxsg
Watch out for
• Desire to help• Confirmation bias• Anchoring effect• Personal agendas
• Organizational dynamics• Sample selection
Field ImmersionA shocking, fast-acting
calibration on prejudices
and assumptions.
@arasb #uxsg
What are they doing? Why are they doing it?Day 1: Identify questions, let your users know
that you are coming for a visit.
Day 2: Visit the site in the morning, complete
and organize notes in the afternoon.
Day 3: Prepare for analysis by going through
your notes and organizing themes.
@arasb #uxsg
Field ImmersionUser Tracks
Benchmarking
Stakeholder Interviews
Snowball Meetings
Narrative Prototypes
Shared Analysis
Get everyone involved in
analysis to get a very rich
understanding.
@arasb #uxsg
Shared Analysis
@arasb #uxsg
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@arasb #uxsg
Thou shall change the login flow.
“Ivory Tower” Analysis
• Opaque and arrogant• Hard to comprehend the underlying
reasons• Closed to contribution• Not helping others improve the insights• If wrong, creates a big loss of time
@arasb #uxsg
Shared Analysis
• Open and collaborative• Easy to understand and challenge• If wrong, caught very early
• Team annotations
@arasb #uxsg
How do customers pay their bills in the branch?
Observation Thoughts Actions
Unsure about which window to go to
Show upcoming tickets in each window
“Ivory Tower” Analysis
• Opaque and arrogant• Hard to comprehend the underlying
reasons• Closed to contribution• Not helping others improve the insights• If wrong, creates a big loss of time
@arasb #uxsg
Shared Analysis
• Open and collaborative• Easy to understand and challenge• If wrong, caught very early
• Team annotations• Focused analysis techniques
@arasb #uxsg
SCAMPER
SubstituteCombineAdaptModifyPut to other useEliminateReverse
Observation or ThoughtNot an action or a solution
@arasb #uxsg
SCAMPER
SubstituteCombineAdaptModifyPut to other useEliminateReverse
Use Facebook, Twitter, Google loginMake it a part of checkoutChange the login promptAsk for less info, simplify passwordsAsk for personal info each timeDon’t ask for login, rely on a cookieForce login, make logging out harder
Visitors are not logging in.
@arasb #uxsg
Visitors are not logging in.
Why? / How might we?
Not an action or a solution
@arasb #uxsg
Visitors are not logging in.
They are not seeing the link.
Links are low-contrast b/c
brand guidelines.
Our brand is too bland and boring.
Why?
@arasb #uxsg
Visitors are not logging in.
They are not seeing the link.
Links are low-contrast b/c
brand guidelines.
Our brand is too bland and boring.
They don’t want to give us info.
They don’t trust us.
We share their info with our
partners.
@arasb #uxsg
Visitors are not logging in.
Show the benefits of logging in.
Talk about our loyalty program.
Make a banner near login form.
How might we?
@arasb #uxsg
Why? / How might we?
“Ivory Tower” Analysis
• Opaque and arrogant• Hard to comprehend the underlying
reasons• Close to contribution• Not helping others improve the insights• If wrong, creates a big loss of time
@arasb #uxsg
Shared Analysis
• Open and collaborative• Easy to understand and challenge• If wrong, caught very early
• Team annotations• Focused analysis techniques• Open discussion and consensus
Get everyone involved in
analysis to get a very rich
understanding.
@arasb #uxsg
Shared AnalysisHere’s what we didn’t know.Here’s what we can do!
Day 1: Take time to work on analysis, explore
your data, call your participants if you
need to clarify points.
Day 2: Meet with the entire team, share your
why/HMW work. Discuss in detail,
identify 5-10 areas to work on as a team.
Snowball MeetingsShare findings openly and
let every team absorb as
much as they can.
@arasb #uxsg
Presentation structure
• Always relate back to the original research question!
• Start with the problem• Briefly tell what has been done
• Share 5-8 findings• Show the research material• Be transparent about your process
@arasb #uxsg
Make it impactful and compact
• Group recurring themes.
• Items that confirm you and your team’s assumptions.
• Items that completely destroy the project.
PiezoBankLoan Experience on Mobile
@arasb #uxsg
@arasb #uxsg
High Bounce Rates
Very low Q3 Performance
Increase in Phone Inquiries
Question:How do our customers in mid and premium segments learn about loans on mobile?
@arasb #uxsg
Assumptions
Recruitment
Methods
Questions / Hypotheses
Loan pages are not inviting the users to explore.
@arasb #uxsg
@arasb #uxsg
“I yawn when I look at these”Mid-segment, 34 years old, customer since 1997
Loan pages are not inviting the users to explore.
Possible solutions:
1
2
3
4
@arasb #uxsg
Presentation structure
• Always relate back to the original research question!
• Start with the problem• Briefly tell what has been done
• Share 5-8 findings• Show the research material• Be transparent about your process
@arasb #uxsg
Make it impactful and compact
• Group recurring themes.
• Items that confirm you and your team’s assumptions.
• Items that completely destroy the project.
• Ask for new audiences!
Snowball MeetingsShare findings openly and
let every team absorb as
much as they can.
@arasb #uxsg
Help us talk to all teamsto improve our product.
Day 1: Review your analysis with the team.
Prepare a rough outline, storyboard
your narrative. Use pen/paper/walls.
Day 2: Create your presentation. Include
the data that lead to the research
questions. Compile a strong set of
quotes, videos, photos from the field.
@arasb #uxsg
Narrative PrototypesInfuse solution reviews
with your research process
and insights.
PiezoBankLoan Experience on Mobile
@arasb #uxsg
@arasb #uxsg
@arasb #uxsg
ResearchReport
13-11-2016
(Contains page after page)
@arasb #uxsg
Aras Bilgen
Summary of our research
Perona Iner (BBVA Compliance Manager)
Hi Perona,
Please find our research report attached. You can view the prototype showing our suggestions at the following link.
http://prototype.link/dkJd2ao
Regards,
Aras
User research report 13-11-2016.docx
[Auto-saved]
@arasb #uxsg
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@arasb #uxsg
Narrative PrototypesInfuse solution reviews
with your research process
and insights.
Here’s what we should do, and here is why.
Day 1: Design a few screen, flow and
content improvements. Work in
high-fidelity, if possible.
Day 2: Add the rationale highlights from
your research findings.
@arasb #uxsg
Field ImmersionUser Tracks
Benchmarking
Stakeholder Interviews
Snowball Meetings
Narrative Prototypes
Shared Analysis
Focus groups? Hard to moderate, strong group dynamics,
potential for bias, lack of focus.
Targeting is hard, self-report may
not be accurate.
Surveys?
Recruitment is very hard for a wide user
base, relatively easy for niche services,
enterprise apps.
Interviews?
Getting to the right users is hard, different
motivations, hard to go below UI level.
Guerilla tests?
@arasb #uxsg
Why not…
Why not…
@arasb #uxsg
Remote testing? Too opaque to demonstrate good
research practices, may be hit/miss
based on the tasks and domain.
Can be too isolated and artificial.
Not very easy to ramp up in a week.
Lab studies?
Many potential confounding factors, hard
to get good behavioral insights.
Intercept surveys?
Hard to setup correctly across segments,
takes time for conclusive results.
A/B testing?
Why not…
@arasb #uxsg
Heuristics? No direct exposure to the user. Quality
depends too much on the domain and
the quality of the administering expert.
No users involved. Useful but
artificial way of finding problems.
Task analysis?
@arasb #uxsg
User research is asking deliberate questions about a problem you care about, working with your users methodologically to find out answers and needs, discussing findings with your team to design possible solutions.
@arasb #uxsg Adapted from Christian Rohrer
Attitude
Behavior
Quantitative Qualitative
Focus groups
Interviews
Multivariate testing
Clickstream analysis
Contextual interviews
Usability lab studies
Ethnography
Diary studies
Desirability studies
Eye-tracking
First click tests
Instrumentation
True intent
Off-task surveys
Intercept surveys
Guerilla testing
Remote testing
Noticeability studies
@arasb #uxsg
@arasb #uxsg
We already know what our users want.
Research will delay our project.
We are not scientists.
We are engineers, not researchers.
Research is fairly expensive.
@arasb #uxsg
We cannot find the right number of users.
This is not the right time for research.
We really need these features, we can do the research-y part later.
The procedures are too complex for our project.
We prefer to innovate.
But there is nothing to test!
We can figure it out in the pilot phase/beta.
But we have Analytics?
@arasb #uxsg
Quick Do it in less than 10 days
Affordable No big budget planning
Correct Methodologically sound
Together Not over-the-wall
@arasb #uxsg
Field ImmersionUser Tracks
Benchmarking
Stakeholder Interviews
Snowball Meetings
Narrative Prototypes
Shared Analysis
Find a problem and the questions
Work with users to discover answers
Analyze & discuss with the entire team
Everyone can do user research
Ask deliberate questions about a problem you care about,
Work with your users to find out answers and needs,
Discuss with your team to design possible solutions.
@arasb
/arasbilgen
Keep an open mind, keep your cycles short too.
Accept anyone who you come across this
journey as a fellow team member.
Thank you for your visit!
See my LinkedIn profile and follow me on Twitter for my new presentations.
@arasb
/arasbilgen