ConductingUser Research for Startups

Part 1

@dianeloviglioAugust 2012

Architecture & AnthropologyStartup FounderUX ResearcherStartup Advisor

Gaining empathy for ...

Agenda

What is User Research?Why do User Research?How do I recruit the right people?

Understanding past and current behaviors in order to use them as a proxy for future behaviors.

What is User Research?

Ethnography Usability

Why do User Research?

gain empathy

their motivationstheir values their needs

their behaviors

What problem is your startup solving?

What do you want to know about your current or

potential users?

How do I recruit the right people?

Write a ScreenerPromote your Screener

Write a Screener

Start with easy questions.

Give a description,without giving away too much info.

Include incentive.

Always add “Other”.

Don’t make any questions required.

Keep it to 10 questions.

Don’t use branching logic.

Ask at least one open-ended question.

Only collect this info if it’s relevant

Include exact times and locations.

Ask for first name, email and cell as last questions.

Write a screener

Promote Your ScreenerUse your current customer list.

Promote Your Screener Find places where people hang out in real life.

Promote Your Screener Find places where people hang out online.

Promote Your Screener Use @ and # to talk to your competitors’ customers.

Promote Your Screener Find conversations people are already having around your topic.

Promote Your ScreenerTarget people and spread it through your personal networks.

Pick 3 places to promote your screener

How to understand those people?Write an interview scriptConduct an interviewTake notes and collect artifacts

Agenda for next time

ConductingUser Research for Startups

Part 1

@dianeloviglioAugust 2012