Demystifying users workbook

Demystifying
Users
WORKBOOK
Tinkerform workbooks are aimed at enabling
all kinds of learners to experience content
in a more active and engaging format
to ensure better learning.

Welcome to the Demystifying
Users Workbook!
Demystifying Users workbook
We designed this workbook from our experiences with
numerous sta!-ups in identifying relevant users;
discovering their painpoints and goals; experimenting
& validating our learnings; & subsequently use the
learnings to design a meaningful product.
We hope your journey of demystifying users is full of
“Oh, I didn’t know that” , “seriously?”, “interesting!”
moments ☺

How to use
this workbook?
Demystifying Users A workbook by Tinke!orm Innovation Labs
Let’s go through the whole workbook once to get a
sense of the whole process.
Pick and choose areas where you are facing
challenges. Maybe you’ll want to spend more time on 1
activity.
IS THIS YOUR FIRST TIME IN BUILDING PRODUCTS?
HAVE YOU BUILT PRODUCTS BEFORE?

So what’s your
challenge?
Your Name
& what’s your challenge or idea or problem statement?
Remember that you’re sta!ing your journey to know more about audience for your idea /
product / service, so try to be more broad ☺

Now you have a
challenge, let’s begin!
IDENTIFY
various types of users based on your o!ering
with the users to get a deep dive into their needs, wants & desires
CONNECT
your "ndings to gain multiple perspectives & generate actionable insights
VISUALIZE

who will actually use the
solution.
PRIMARY USERS
who will occasionally
use the solution or use it
indirectly.
SECONDARY USERS
who are a!ected by the use
or aid in decision making/
purchase
TERTIARY USERS
Try an example by yourself below
Identifying various types
of users for your offering
Users who listen to music
directly from the app.
Friends, family with whom
the user shares songs.
A"ists, Creators
Assuming you are an architect for a house, what’ll your various user types?
e.g. For a Music Streaming Service, the user division is like…

PRIMARY
PRIMARY
SECONDARY
TERTIARY
For your challenge/idea, divide your users
into Primary, Secondary & tertiary.
Activity- Audience Categorisation

Who are these people ?
Where do we "nd them ?
What do you want to know about them ?
How do we imagine a day in their life looks like?
Primary Users
What do we already know about them ?
Activity- Audience Understanding

Secondary Users

Tertiary Users

As someone with an idea, we can get into the trap of seeking
validation too soon. The most impo!ant thing to remember in
user interviews is to have a friendly conversation that’s loosely
a mix of broad & speci"c questions; rooted in scenarios and
grows as the conversation grows.
Also, make sure that you record the conversation as it is rather
than recording its interpretation. Above all, be friendly!
Individual Interviews
Time to finally talk
to your users!

This method should be used when you want to observe people
and environment together, without your presence being felt.
This is not a method to observe an individual user. Say, you want
to capture how people interact with each other in a market or
say, in a restaurant.
Environmental Observations
Time to observe users
in their context

You
User
You
User
You
User
You
User
Try to fill in this sheet with your own imagination
of the conversation you will have with a user.
Activity- Imagine Interview
What do you “FEEL” the user will say?

What did the user “ACTUALLY” say?
Now fill in your actual conversation with a
potential real user.
Activity- Mock Interview
You
User
You
User
You
User
You
User

You
User
You
User
You
User
You
User
What do you “FEEL” the user will say?
Try to fill in this sheet with your own imagination
of the conversation you will have with a user.
Activity- Imagine Interview

What did the user “ACTUALLY” say?
You
User
You
User
You
User
You
User
Activity- Mock Interview
Now fill in your actual conversation with a
potential real user.

How close / far off was the Imagine Interview to
the Mock Interview ?
Activity- Reflection
things that went according
to your imagination
Synergetic
things that you thought
would happen easily but
did not
Con"icting
things that you had no
idea about
Eye opening

I perceived user’s opinion CORRECTLY because,
I perceived user’s opinion INCORRECTLY because,
Activity- Self Correction
Think why your mock opinions were synergetic or
conflicting with user’s actual opinions?

I want to talk
to user
about...
Based on your reflection, what all areas would
you like to cover in your future interviews?
Activity- Questionnaire

Question
Question
How might a user answer this ?
How might a user answer this ?
Follow up question
Follow up question
Now is the time to create a questionnaire that you
can take to actual users!
Activity- Questionnaire

→ EXPECTATION SETTING: Explain the purpose of the interview clearly.
→ QUESTION TYPE: Open ended, clear, conversational. Not leading.
→ SITUATION: Root questions in scenarios rather than thoughts.
→ TONALITY: Friendly. Not robotic
Hey Gaurav,… so I am working on a product in music domain. To get more
clarity on how you listen to & discover music, I would love to talk with you
for around 30 mins.
Do you use social media? [Follow up: So how all do you use it?]
So when did you last order food online? [Follow up: Can you elaborate it?]
… that sounded really interesting! Tell me more about that incident.
Hey Gaurav,… so I am working on a few ideas on music. I wanted your
feedback on them.
Do you use facebook?
How do you go about ordering food online?
Ok. Now answer next question. Now answer next question.
Do’s and Dont’s

how does the environment
a!ect the user
Environment
tasks pe"ormed by the user
Activities
a#efacts that come in contact
with the user
Objects
ways the user interacts with
various stimulants
Interactions
how does user behave in the
overall se$ing
Behaviours
For this exercise, observe a user’s activities and
behaviour in their actual context.
Activity- Observation
*this should be done without interfering the user and the setting.

a!ect the user
Environment
Activities
with the user
Objects
various stimulants
Interactions
overall se$ing
Behaviours

What Now?
Let’s spot the patterns!
So you have made this far, Congrats! Do you have a sense of
what’s to come? The visualize phase focuses on enabling you to
organize information in frameworks; discover ways to relook at
the information gathered & spot the connections.
From informative to actionable

example of listenin
CASE
STUDY
Meet the Behaviour
attribute tool
While conducting interviews of music learners, we saw that
there were ce!ain habits which every listener spoke about. And
interestingly for di"erent people, these habits varied yet there
were so many similarities!

A!ributes Extreme Behaviours
Activity SAMPLE- Behaviour Attribute Mapping
Let’s say if one had to plot attributes of users
for an online food ordering service...
Health Conscious
Expense Cheapest
Agnostic
Taste preference Very speci"c
Just satisfy
hunger
Food awareness High None
Alot! Nah

Activity- Behaviour Attribute Mapping
Wrt your challenge, what all user attributes
should you focus on?

Health Conscious
Expense Cheapest
Agnostic
Taste preference Very speci"c
Just satisfy
hunger
Food awareness High None
Alot! Nah
32, Bangalore, Product Manager
Akash is quite conscious about what he eats. He is also
aware about healthy & unhealthy foods. Everyday, he
tries to "nd food that’s healthy and on a budget. Since
healthy food is his priority, sometimes he compromises
on the taste.
User Archetype
Activity SAMPLE- Archetype Modelling
Now for the food example, we can create
archetypes just by plotting attributes differently.
Akash

A!ributes
User Archetype
Extreme Behaviours
Activity - Archetype Modelling
Guess the Archetype! [Wrt your defined attributes,
what’ll this person plot be like?]

A!ributes
User Archetype
Extreme Behaviours
Guess the Archetype! [Wrt your defined attributes,
what’ll this person plot be like?]

A!ributes
User Archetype 1
Extreme Behaviours
Now based on your challenge, what are the
user archetypes who you should consider?

A!ributes
User Archetype 2
Extreme Behaviours
Now based on your challenge, what are the
user archetypes who you should consider?

User Personas
Giving a form to your user understanding
User Personas are a generalised representation of a set of users.
It allows creators to visualize their service / product from a user
perspective and subsequently take be!er product decisions.
Meet User Persona

User Archetype 1
This user’s biggest frustrations are…
Currently he uses these products
to satisfy his needs…
His hacks & way arounds are...
Activity - Create User Personas
Create a User Persona around your
Archetype
He’ll be really really happy if…

User Archetype 2
She’ll be really really happy if…
Currently she uses these products
to satisfy her needs…
Her hacks & way arounds are...
Archetype

User Archetype 3
She’ll be really really happy if…
Currently she uses these products
to satisfy her needs…
Her hacks & way arounds are...
Archetype

User Journey Maps
Taking a closer look at the User’s life
It’s a more granular framework that will let you examine users in
more detail. For e.g. if you are making something for people who
take road trips, you can look at the whole journey of the users
from planning of the trip to actual travel & more. This create a
more holistic picture of the user’s world and aids in discovery of
unseen user behaviour, their problems and oppo!unities.
User Journey Maps

Sometimes,
people
who
have
more
than
20
items
are
lined
up
in
the
express
lanes
Some
lanes
have
people
who
bag
items
but
some
don’t
which
takes
longer
to
check
out
of
the
store
It’s
tough
to
compare
items
well
because
it
depends
on
so
many
things
Sometimes,
the
layout
of
the
store
is
too
complicated
and
it
takes
time
to
navigate
around
the
store
Going
from
notes
to
finding
and
reading
the
details
of
the
item
is
taking
too
much
time
Sometimes,
the
shopping
carts
are
wet,
dirty
and
full
of
trash
The
items
written
down
in
the
notes
are
not
generally
ordered
to
optimally
pick
up
items
around
the
store
Sometimes,
the
store
staffs
are
too
busy,
unfriendly
or
are
not
able
to
answer
questions
well
Sometimes,
it’s
annyoing
because
there
isn’t
enough
parking
and
people
rush
into
spaces
without
waiting
Indication
of
vacant
spaces
are
not
present
which
makes
it
hard
to
locate
a
free
space
Although
the
store
visit
happens
quite
frequently,
knowing
the
store
opening/
closing
hours
and
holiday
hours
by
heart
is
not
present
The
time
to
get
to
the
store
varies
by
time
and
day
Time
willing
to
spend
inside
the
store
could
somewhat
depend
on
the
how
long
it
takes
to
get
to
the
store
Sometimes
take
physical
notes
or
cut-out
recipes
from
magazines
but
often
use
the
mobile
apps
Although
the
note
seems
perfect,
almost
always,
there
are
items
that
are
forgotten
to
be
purchased
at
the
store
Writing
down
quantity
and
weight
for
items
are
challenging
KEY
POINTS
Look
for
a
shopping
cart
Take
out
the
shopping
notes
and
look/think
about
the
shortest
route
around
the
store
Greeted
by
the
store
staffs
Compare
same
items
from
different
brands
(nutrients,
calories,
expiration
date
etc)
Ask
store
staffs
for
items
that
cannot
be
found
Look
up
ratings
for
items
Look
for
the
shortest
line
for
the
cashier
Put
items
on
the
conveyer
belt
Take
out
wallet
and
pay
Check
the
receipt
for
prices
Look
for
store
entrance
as
well
as
certain
restrictions
that
are
present
in
some
parking
spaces
(disabled,
time
restriction)
Try
to
park
as
close
as
possible
to
the
store
entrance
Take
the
shortest
route
with
least
amount
of
time
needed
Find
out
if
the
store
is
open
Remind
oneself
of
the
things
to
buy
and
think
about
the
shortest
route
Discover
ingredients
that
is
needed
to
cook
the
meals
Write
down
all
the
recipes
and
ingredients
that
are
necessary
for
future
meals
ACTIONS
“There’s
too
much
line
at
the
cashier.
Some
people
are
taking
too
long...“
“It’s
really
hard
to
make
a
decision
on
what
brand
of
item
I
should
purchase…“
“Hmm..
I
can’t
seem
to
find
this
item
but
there
are
no
one
around
me
who
can
help“
“Okay
let’s
do
this!
I’m
ready
to
get
everything
without
forgetting“
“The
store
staff
who
just
greeted
me
is
reallynice.
She
always
smiles
at
me!“
“Hey,
I
was
going
to
take
that
space!
He
cut
in
front
of
me...“
“Hmm
it’s
tough
for
me
to
find
a
parking
space.
It’s
packed!"
“The
traffic
is
great!
It’s
only
taking
me
5
minutes
to
get
there”
“Although
writing
down
the
stuff
to
buy
is
tedious,
it’s
fun!”
“I’m
excited
to
cook
some
delicious
meal
for
myself
at
home!"
EMOTIONS
&
THOUGHTS
PAY
AND
EXIT
FIND
ITEMS
ENTER
STORE
FIND
PARKING
DRIVE
TO
STORE
RECIPE
NOTE-TAKING
STEPS
Journey
Map
John
Doe
Grocery
Shopping

OPPORTUNITIES
Currently,
the
toy
is
reactivated
with
even
a
slight
touch.
Therefore,
it’s
sometimes
challenging
when
the
parents
accidentally
kick/touch
the
toy
when
the
baby
is
sleeping
because
it’ll
make
loud
sounds
(active/wake-up
state).
It’s
a
good
idea
to
reduce
the
sensitivity
Based
on
feedback
received
about
the
pros
and
cons
of
certain
interactions
within
multiple
toys,
develop
another
set
of
hidden
features
that
are
unique
Cut
down
on
battery-loss
When
the
parts
are
fit,
it
could
be
a
good
feedback
for
the
consumers
if
there
is
a
click
sound
or
a
strong
hold
Frequently,
there
are
reviews
that
the
consumers
didn’t
know
it
comes
without
the
batteries.
Therefore,
try
to
figure
out
the
cost
of
including
it
Provide
a
QR
code
or
any
faster
way
to
download
the
app
Think
about
a
way
to
minize
the
parts
that
are
needed
to
be
assembled
-
maximize
the
amount
of
parts
that
are
already
assembled
and
delivered
Redesign
the
box
so
that
the
consumers
are
able
to
quickly
see
how
to
unpack
the
box
without
having
to
struggle
with
tapes
Decrease
the
strengths
of
the
tapes
that
are
fixed
around
the
packaging
box
so
that
it’s
easily
detachable
A-HA!
MOMENTS
“If
I
don’t
touch
it
or
press
on
the
triggers,
it
automatically
shuts
down
after
5
minutes.
How
convenient!”
“Cool
features!
I
love
how
there
are
some
hidden
triggers
for
music
and
colorful
lights.“
“Didn’t
know
there
was
a
much
easier
way
to
assemble
the
bottom
section.
Maybe
I
should
follow
the
suggestion
box
which
is
highlighted
in
the
instruction.”
“There
is
an
app
that
I
can
download
which
has
videos
and
images
of
the
person
making
it.
I
think
this
is
a
better
choice
for
me!"
“If
I
unpack
the
box
as
follows
in
the
quick
instruction
illustrated
on
the
side
of
the
box,
I
can
actually
rip
out
the
tapes
way
easily.”
TURN
OFF
PLAY
INSTALLATION
READ
INTRUCTIONS
UNPACK
Shut
the
toy
down
to
prevent
from
battery
loss
Action
Engage
in
a
fun
activity
with
other
friends
with
it
Action
Insert
battery
when
done
and
put
away
trash
Action
Put
together
the
parts
and
constantly
check
fit
Action
Go
through
each
steps
and
check
all
parts
Action
See
how
to
assemble
the
toy
appropriately
Action
Rip
out
tapes
around
the
box
and
take
out
the
parts
Action
Location
of
the
off
button
is
not
obvious
or
ideal
Problem
Certain
points
are
not
child-friendly
(dangerous)
Problem
Battery
is
not
included
in
the
packaging
Problem
3D
illustrations
have
too
little
detail
on
the
shape
Problem
Instruction
is
not
easy
to
follow
smoothly
Problem
Excessive
packaging
makes
it
hard
to
unwrap
Problem
SAD
HAPPY
Journey
Map
John
Doe
Unpacking

Demystifying
Users
A
workbook
by
Tinke!orm
Innovation
Labs
Journey
Map
of
for
Activity
-
User
Journey
Mapping
Create User Journey Map for your Persona
FEELINGS
THOUGHTS
ACTIONS
STEPS

How might we?
From observations to actions
How might we statements are used to transforms observations
or problems into actionables. The goal of how might we is to
create questions that provoke meaningful & relevant ideas.
Meet how might we

How might we...
How might we...
How might we...
How might we...
What relevant how might we questions can you
think of?
Activity - How might we...

Demystifying Users
A workbook by Tinke!orm Innovation Labs
Tinkerform workbooks are aimed at enabling
all kinds of learners to experience content
in a more active and engaging format
to ensure better learning.

Demystifying users workbook

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