Along the way when do we do design thing or when we make decisions we need feedback fast from users right away. Maybe the question is still an experiment so you can't bring in the research team, or you simply don’t have a research team. We are so desperate, especially when there are debates. So what I'm trying to introduce you here is how to get those questions answered quickly, lean, with not too much skills and trainings required. That everyone in the team can actually carry out. So this is this is lean qualitative research.

2. LEAN QUALITATIVE
RESEARCH FOR
DUMMIES
2018 01 14

3. What can be answered by
qualitative research
part

4. Who are they?
What are they expecting/not expecting in this product line?
How they are currently solving this problem?
Is there anyone looking for your product existence?
Can your users use your product?
Which design is better?
Qualitative
/DÙNG ĐỂ TRẢ LỜI NHỮNG CÂU HỎI SAU

5. User interview
Experience Sampling
Contextual inquiries
MVP / Fake door
Usability test
A/B test
Who are they?
What are they expecting/not expecting in this product line?
How they are currently solving this problem?
Is there anyone looking for your product existence?
Can your users use your product?
Which design is better?
Qualitative
/DÙNG ĐỂ TRẢ LỜI NHỮNG CÂU HỎI SAU

6. Who are they?
Qualitative research
/CÂU HỎI QUAN TRỌNG NHẤT
part

7. we use User Interview
/OVER THE TOP ANIMATION

8. User Interview
we use User Interview
/OVER THE TOP ANIMATION

9. • What are the di!erent lifestyles of potential product users?
• What motivates people to behave in certain ways?
• Which user/s should I focus on?
• What jargon do people use to talk about a domain?
• What is the user’s work"ow?
• Is there a need for the product/feature?
• What are the right requirements for the product?
which also helps answering these questions
/AND GO READ THIS BOOK
Excerpt From:
Tomer Sharon.
“Validating Product
Ideas.”

11. Bullshit persona

12. Bullshit persona
Big questions Sampling & recruiting

13. Bullshit persona
Big questions
Interview Script
Sampling & recruiting

14. Bullshit persona
Big questions
Interview Script Preps
Sampling & recruiting

15. Bullshit persona
Big questions
Interview Script Preps
Conducting
Sampling & recruiting

16. Bullshit persona
Big questions
Interview Script Preps
Conducting
Sampling & recruiting
Collecting & analysis

18. Hypothetical/
Bullshit persona

19. Hypothetical/
Bullshit persona
Later

20. Major personality traits and tendencies
Eating preference
Cooking habit
Cooking decision making process
Motivations
Tech literacy and lifestyle product adaptation
Big questions
Behavior on cooking habits
User interview
/BIG QUESTION LIST

21. Major personality traits and tendencies
Decision making process on saving and spending
Tech literacy
How they see the product now?
Why they use the product?
How users are currently using the product?
Big questions
Users’ behavior on saving
and spending
User interview
/BIG QUESTION LIST

22. State upfront the purpose of this interview and interviewee’s right
Warm up, only go deeper when are trusted
Double-check information
Ask better questions
Rehearse
Making the interview script
User interview
/INTERVIEW SCRIPT

23. User interview
/DEMO A DIFFERENT WAY OF HAVING AN ANSWER
What factors are
important to you
Card sorting

24. User interview
/DEMO A DIFFERENT WAY OF HAVING AN ANSWER
What factors are
important to you
Card sorting

25. Devices, cards, batteries, tripods
Docs and materials
Location check
Unscripted information
Full session rehearsal. Làm ơn đừng quên
Preps
User interview
/PREPS

26. Create trust, speak in their language
Prepare for fill-ins
Observe, listen to prepare for non-script questions
Conducting interview
User interview
/CONDUCTING INTERVIEW

31. Let patterns emerge
Avoid “Confirm bias”
Watch, and rewatch, and rewatch
Review your questions. Ask better questions.
Short, with proofs
Analysis
User interview
/ANALYTICS

32. Do they know how to
use your product?
template of headline system
/THE OFFLINE PRESENTATION OF THE HOTEL
part

33. What are people’s overall
experiences with the product?
How lost are people when they
use the product?
Does the product overload
users’ minds more than
necessary?
What are the product’s design
strengths?
What are the things that should
be improved in the product?
How easy or hard is it to learn
how to use the product?
Why does a product work well?
Why does a product fail?
Do people notice a certain
screen element?
What signals the product’s
success or failure?
What pain points do people
have that are related to the
product?
Where are people getting stuck
on the product?
How do we know when to kill a
feature or pivot?

34. we use User Interview
/OVER THE TOP ANIMATION

35. Usability test
we use User Interview
/OVER THE TOP ANIMATION

37. Bullshit persona

38. Bullshit persona
Big questions Sampling & recruiting

39. Bullshit persona
Big questions
Usability test Script
Sampling & recruiting

40. Bullshit persona
Big questions
Usability test Script Preps
Sampling & recruiting

41. Bullshit persona
Big questions
Usability test Script Preps
Conducting
Sampling & recruiting

42. Bullshit persona
Big questions
Usability test Script Preps
Conducting
Sampling & recruiting
Collecting & analysis

43. Hypothetical/
Bullshit persona

44. This task was easy. Comments if any
I am confident I successfully completed the task.
Comments if any
Big questions
User interview
/BIG QUESTION LIST
Strongly disagree Neither agree or disagree Strongly agree

45. Were there any aspects of the product that you
found particularly challenging or frustrating? If so,
please describe.
Were there any aspects of the product that you
found particularly effective or intuitive? If so,
please describe.
Big questions
User interview
/BIG QUESTION LIST

46. For each of the following
statements, select the
response that best describes
your overall reactions to the
product you used today.
Please only refer to the tasks
you have just worked on.
I think that I would like to use this frequently.
I found this unnecessarily complex.
I thought this was easy to use.
I think I would need assistance to be able to use this.
I found the various functions in this were well integrated.
I thought there was too much inconsistency in this.
I would imagine that most people would learn to use this
very quickly.
I found this very cumbersome/awkward to use.
I felt very confident using this.
I would need to learn a lot more about this before I could
effectively use it.
Excerpt From: Tomer
Sharon. “Validating
Product Ideas.” iBooks.

47. Usability test script
What we want to learn about the product from user. This should help to answer:
Can they use the product / feature e!ectively?
How many percents do they designed solution #ts with what users are
expecting?
What stopped them from going from point A to point B?
What are the confusions the product is having?
What are the walk-around users are using?
What are the expected route user may have using the product / feature?
Usability test Script
/CLICK THE LINK ON THE HEADER FOR DEMO

48. 03 activite user
01 inactive user
01 drop out user
02 focus groups
Recruiting -
Sampling and sample size
header 1
/THE OFFLINE PRESENTATION OF THE HOTEL

49. On device camera
Over-the-shoulder camera
Reaction camera
Sound recorder
Preps
header 1
/THE OFFLINE PRESENTATION OF THE HOTEL

50. Explain the target
No walkthrough
Help when stuck
Conducting
header 1
/THE OFFLINE PRESENTATION OF THE HOTEL

51. Analysis
header 1
/THE OFFLINE PRESENTATION OF THE HOTEL

52. analysys
/ RAINBOW SPREADSHEET
Source:
The Rainbow
Spreadsheet: A
Collaborative Lean UX
Research Tool

53. Mos Dang
FIND ME ON LINKEDIN or FACEBOOK
E: mos@scottexperience.design
T: (+84)9 3930 91 01
211a nam ky khoi nghia,ward 7,
district 3, hcmc.
thank you
/ Q&A