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UX STRAT USA, Gregg Bernstein, "Using Contextual Research to Guide Product Development"

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UX STRAT USA, Gregg Bernstein, "Using Contextual Research to Guide Product Development"

  1. 1. Gregg Bernstein | @greggcorp | for UX STRAT
  2. 2. NEW MY BROTHER-IN-LAW’S VAN
  3. 3. NEW VAN White VAN REQUIREMENTS AIR CONDITIONING RADIO 270 CU. FT.
  4. 4. Actual expected
  5. 5. Unknown unknowns.
  6. 6. Thomas Schelling When a possibility is unfamiliar to us, we do not even think about it.
  7. 7. Daniel Kahneman WYSIATI What You See Is All There Is
  8. 8. wisdomIS YOUR STARTING POINT, NOT YOUR CLOSING ARGUMENT
  9. 9. MIGHTY MIGHTY boston
  10. 10. garbage in garbage out
  11. 11. wisdom data
  12. 12. context wisdom data
  13. 13. context wisdom data
  14. 14. Urie bronfenbrenner
  15. 15. Urie bronfenbrenner individual
  16. 16. individual microsystem
  17. 17. individual microsystem exosystem
  18. 18. individual microsystem exosystem macrosystem
  19. 19. individual microsystem exosystem macrosystem chronosystem
  20. 20. microsystem exosystem macrosystem chronosystem context
  21. 21. analytics
  22. 22. statistics analytics
  23. 23. surveys statistics analytics
  24. 24. surveys statistics feedback analytics
  25. 25. feedback
  26. 26. theory grounded
  27. 27. surveys statistics feedback analytics
  28. 28. surveys statistics case studies interviews feedback analytics
  29. 29. case studies interviews
  30. 30. case studies interviews
  31. 31. & Listen Observe
  32. 32. & Listen Observe (Don’t Speak)
  33. 33. microsystem exosystem macrosystem chronosystem context
  34. 34. 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
  35. 35. listen close Ask open
  36. 36. simple question: What apps do you use?
  37. 37. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”
  38. 38. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”
  39. 39. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”
  40. 40. Listen for plot, voice, & roles analysis voice relational
  41. 41. Listen for plot, voice, & roles analysis voice relational
  42. 42. Customer Primary Software Secondary Software Empowered? Alex Gmail, Evernote Excel Yes Barb Burgertime Salesforce Yes Cal Salesforce Evernote No Dora Excel Google Drive No
  43. 43. 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
  44. 44. 100 data points 1 interview
  45. 45. MailChimp Snap
  46. 46. retailers
  47. 47. too busy retailers
  48. 48. phones too busy retailers
  49. 49. phones too busy instagram retailers
  50. 50. phones too busy quick instagram retailers
  51. 51. context wisdom data
  52. 52. context wisdom data
  53. 53. @greggcorp | gregg.io | @theuxnewsletter Industry typeface by Hold Fast Foundry Images courtesy of the internet

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