Validating Product Ideas. Tomer Sharon
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• Interviewing is a research activity in which you gather information through direct dialogue. It is a great way to uncover and understand people’s feelings, desires, struggles, delights, attitudes, and opinions. Interviewing people whom you know to be your target audience (and those you think are not) lets you get to know your users, segment them, design for them, solve their problems, and provide value. An interview can be held in person or remotely over a phone or some kind of video conference. Chapter 2 guides you through conducting interviews for uncovering needs.
• Observation is a research technique for learning from people in their natural context of using products or services. It can take you a long way into learning everything you can about a problem and uncovering people’s needs. Observation involves gathering data at the user’s environment, so it is the science of contextualization. Chapter 3 takes you step-by-step into conducting effective observations.
• In a diary study, participants document their activities, thoughts, and opinions and share them with you over a period of time. A diary might be a record of their experience using a product or a means of gaining understanding about ordinary life situations in which products might be usefully applied. Diary studies are best for learning about more complex processes. Chapter 4 walks you through conducting a useful diary study.
NOTE EXPERIENCE SAMPLING RESOURCES
Access the online resource page for experience sampling on the book’s companion website at leanresearch.co. You’ll find templates, checklists, videos, slide decks, articles, and book recommendations.
Experience Sampling Checklist
Define the scope and phrase an experience sampling question.
Find research participants.
Decide how long it will take participants to answer.
Decide how many data points you need.
Choose a medium to send and collect data.
Plan the analysis.
Set participant expectations.
Launch a pilot, then the study, and monitor responses.
Analyze data.
Generate bar charts.
Eyeball the data and identify themes.
Will smiled at the woman coding next to him. “Hey, thanks for the assist. I love hackathons.”
The woman grinned back, pulling off an MIT sweatshirt. “I’ve only done hackathons with BGC—Black Girls Code. I thought it might be time to branch out a bit, though. If women of color are going to take their place in digital space, it means broadening our scope.”
“Big plans, huh?”
Her smile was wide, and her expression was determined. “Huge plans.”
He felt a sense of kinship. “Me, too. Zuckerberg, look out!”
She laughed.
“I’ve been going to meetups, events, and hackathons for the past few years, making connections,” he said. “I want to learn about as much cool, new technology as possible.”
“Come up with any ideas?”
“I’ve got an automated build server. I’ve written my own specialized profiler, and I’ve got an open-source project on GitHub.” Of course, none of it had the hockey-stick growth curve that he’d been hoping for, but he was still plugging away. “How about you?”
She shook her head. “Still figuring it out.” She wrinkled her nose. “I have this bad habit of getting really picky and perfectionist, especially in the last stages. My sister says it’s a form of self-sabotage.”
“Hey, we all make mistakes,” he said, “I lost a week’s work to a botched commit, and had to rewrite all of it. Twice!”
“I hate it when that happens!”
“You’ve got great coding skills,” he noticed. “We work well together. We should totally work on a project. What do you say?”
“Yeah, sure. Why not?” She shook hands with him, a firm handshake that meant business.
“I can show you what I’m working on right now,” he said, opening his laptop.
“Hey, that’s really good,” she said, after scanning the lines. Then she frowned. “You put this on Reddit?”
“Yeah. So?”
She shook her head. “Dude, there’s got to be a better way to share this stuff.”
CHAPTER 2
Who Are the Users?
Why Is This Question Important?
When Should You Ask the Question?
Answering the Question with Interviewing and Personas
Other Questions Interviewing Helps Answer
STEP 2: Decide who, how, and where to interview.
STEP 3: Write a one-page plan.
STEP 5: Prepare the interview.