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A faster horse
1. A Faster Horse: Skills for understanding the difference between customer needs and what they ask for
MichelleErickson-merickson@mathworks.com
JoanWortmanâjwortman@mathworks.com
2. A little bit about us
â˘Joan â20+ years in software
â˘CS degree
â˘Software Engineer/UI Designer
â˘UX Specialist
â˘Michelle â20+ years in software
â˘Technical Degree
â˘Software Industry
â˘UX Specialist
âDo not assume anything Obi-Wan. Clear your mind must be if you are to discoverâŚâ
3. Boston Code Camp 22 -Thanks to our Sponsors!
â˘Gold
â˘Silver
â˘Bronze
â˘In-Kind Donations
4. Goal
Help improve interactions with customers by providing:
â˘skills for better listening and better communication
â˘tips for digging deeper and gathering requirements
â˘practice tools
5. Agenda
â˘Active Listening
â˘Usefulness and importance
â˘Skills
â˘Effective Dialogue
â˘How to question for better information
â˘Tips for challenging situations
â˘Discussion
6. âMost people do not listen with the intent to understand; they listen with the intent to reply.â
-Stephen R. Covey
7. Listening and talking
â˘Two parts to every interaction:
â˘Active Listening -unbiasedand focusedlistening
â˘Effective User Dialogue -unbiasedand targetedquestioning
â˘Both are critical to effective and meaningful exchanges.
8. Active Listening
Being present and undistracted, communicatingthat you are listening, and confirmingyour understandingthroughout a conversation.
9. Why is Active Listening important to you?
â˘Promotes genuine engagement
â˘Builds trust and respect
â˘Helps clarify thinking and ideas
â˘Uncovers hidden information
â˘Enhances collaboration and invigorates team work
â˘Improves conflict resolution
10. Why is active listening so difficult?
We listen and process words at a much higher rate per minute than the average speaker can speak
Active listeners learn to focus all of their brainpower on the speaker.
Bury the boneâŚ
Fire hydrantâŚ
Play fetchâŚ
This extra capacity allows room for our minds to wander.
11. Think of a recent conversationâŚ
âŚin which you felt that the listener was not engaged.
What made you feel that way?
12. Behaviors to avoid
â˘Interrupting
â˘Assuming you know what the person will say
â˘Finishing the other personâs sentence
â˘Changing the subject or moving in a new direction
â˘Getting distracted
â˘Discounting the speakerâs feelings
â˘Rehearsing your response in your head
â˘Interrogating
â˘Giving unsolicited advice
13. Four levels of listening
â˘Distracted
â˘Defensive
â˘Problem-Solving
â˘Active
Harvard Business Review: Listening Past Your Blind Spots
14. What makes listening active?
â˘Focus, tune in and be present.
â˘Show the speaker you are listening.
â˘Understand and confirmalong the way.
â˘Engagein the interaction
16. â˘Remove Distractions
â˘Clear your desk
â˘Turn away from your screen
â˘Put down the cell phone
â˘Get in the mindset
â˘Pay attention to speakerâs tone and body language
â˘Think about your own tone and body language
â˘Be aware of your own biases
The human mind is easily distracted. Focus and prepare to listen.
Focus
17. â˘Non-verbal Indicators
â˘Your body language can say a lot
â˘Posture
â˘Eye contact
â˘Verbal indicators
â˘âuh hmmâ
â˘âI seeâ
Let the speaker know youâre listening
Show
18. Letâs try it
â˘Turn to the person next to you
â˘Take turns telling a one minute story to each other about how you got here today.
â˘Practice:
â˘Showing that you are listening
â˘Body language -your best and worst
19. Understand
â˘Reflection
â˘Clarification
â˘Questioning
âMost people do not listen with the intent to understand; they listen with the intent to reply.â
-Stephen R. Covey
20. Reflection
â˘Restating
â˘Repeat key words or last words
â˘Keep it short and simple
â˘Paraphrasing
â˘Repeat using different words
â˘Careful not to loose important terminology
The only person who can tell you if you understood is the speaker
21. Clarification
â˘Clear up confusion
â˘âIâm not sure I understand what youâre sayingâ
â˘Check your perception and interpretations
â˘âWhen you said⌠what did you mean?â
Ensure your understanding
22. Questioning
â˘Closed Questions
â˘âHave you used this application yet?â
â˘âDo you prefer the blue one or the red one?â
â˘âTo conclude, weâre in agreement that this widget is best?â
â˘Open Questions
â˘âWhat kinds of things do you do with this application?â
â˘âWhat do you think about the color?â
Get more information and encourage more thought
23. Questioning
â˘Probing questions
â˘âWhy did you choose that one?â
â˘âCan you give me an example?â
â˘Dangling questions
â˘âWhen you pushed that button you expectedâŚ.â
Get more information and encourage more thought.
24. â˘Show empathy
â˘Provide feedback
â˘Offer encouragement
EngageâEngineers like to solve problems. If there are no problems handily available, they will create their own problems.â -Scott Adams
25. Empathy
â˘Tune in to speakerâs body language, facial expressions, and mood
â˘Hear, recognize, and acknowledge
â˘âI know how you feelâŚâ
â˘âYou said youâre frustrated and I can understand why.â
Validate and show respect for feelings, motives, or situation
26. Giving feedback
â˘Share perceptions of speakerâs ideas and feelings
â˘Share your own point of view (only if relevant)
â˘âSomething similar happened to me and I decided toâŚâ
â˘âFrom my point of view it looks likeâŚâ
Sharing information, rather than praise or advice
27. Offer encouragement or assistance
â˘Donât give unsolicited advice, opinions or solutions
â˘âWould you like some help with this?â
â˘Sometimes people just want to vent
â˘Tying up a conversation
â˘âWould you like to talk more about this sometime?â
28. Active listening summary
Focus, tune in and be present.
Show the speaker you are listening.
Understand and confirmalong the way.
Engagein the interaction.
29. Effective User Dialogue
A method of deriving informationfrom users.
We need to engage our users to understandhow to help them do what they do better.
30. Why is Effective Dialogue so important?
Users know what they WANT, but not what they NEED
31. âPeople don't want to buy a 1/4" drill. They want a 1/4" hole.â
-Theodore Levitt
âIf Iâd asked customers what they wanted, they would have said a faster horse.â âHenry Ford
32. Getting to what users NEED
â˘Goal: to solve a problem
â˘We donât always know their domain
â˘We donât know how theyâre currently solving it.
â˘Commonality: the Software
â˘It immediately imposes a constraint
â˘Our software should be the tool, not the goal
33. âWe canât solve problems by using the same kind of thinking we used when we created them.â
-Einstein
âIf I were given an hour to solve a problem Iâd spend 50 minutes defining it and 1 minute solving itâ
34. How will Effective Dialogue skills help?
â˘Understand the problem
â˘Map out workflows and tasks
â˘Identify core challenges and constraints
â˘Peel off the layers
â˘Derive user requirements
â˘Customer Pain = Requirements
â˘Better requirements = better design
â˘Check our assumptions
â˘Gather feedback on design
35. When do we talk to users?
â˘Usability studies
â˘Site visits
â˘Industry conferences
â˘Interviews
â˘Out and aboutâŚ
37. Common Barriers
â˘Feel awkward
â˘Starting a conversation
â˘Keeping it going
â˘Need to fill the silence
â˘We like to talk about ourselves
â˘On average, people spend60% of conversationstalking about themselves
â˘We donât want to admit that we donât understand
â˘Not our job... tech support and marketing
38. Aspects of Effective Dialog
â˘Establishing rapport with common ground
â˘Probing for relevant details
â˘Asking for specifics
â˘Asking unbiased questions
â˘Keeping the conversation going
40. Asking questions
Think of yourself as an apprentice and the user as the expert who can teach you everything you need to know
The apprentice mindset
41. The apprentice mindset
Ask questions like:
â˘âTell me what you do and how you do it.â
â˘âShow me everything you do to accomplish âŚâ
â˘âTell me whyâŚ.â
Benefits:
â˘Useful because it avoids assumptions
â˘You may learn things you didnât know to ask about
â˘Helps keep you out of solution space
42. Uncovering rich information
â˘âHmmâŚthatâs interesting; tell me more?â
â˘âTell me about what youâre working on right now.â
â˘âHow?â
â˘âWhy?â
Ask broad and open-ended questions
43. Getting to real details -BEST
â˘Ask about something they are working on right now
â˘Watch them work
The present is most accurate
44. Getting to real details -GOOD
â˘Ask about âthe last timeâ or âthe most memorable time.â
â˘Ask âHave youâŚ?â, not âWould youâŚ?â
â˘âCan you show me some recent examples from your work?â
Recent past, specific events
45. Getting to real details -AVOID
â˘The future
â˘Generalities
â˘What ifs
Speculation
46. Uncovering still moreâŚ
â˘âIs there anything else you want to talk about?...â
The 10 second rule
48. Biased questions
â˘Whatâs wrong with asking biased questions?
â˘In general, people seek to please others.
â˘Power of suggestion. Customers will give answers they think we want to hear.
â˘Itâs not as obvious as you might think
â˘Donât you love it?
â˘What do you like about this?
â˘Do you like this?
â˘What do you think of it?
49. Quiz
1.Should the widget be a drop-down?
2.Do you like the drop-down widget?
3.Do you like the widget, or donât you like the widget?
Which of these are biased questions?
50. Practiceâunbiased questions
Situation:
Youâve just released and app âPubFinderâ that helps people find cool pubs to visit after a long day at a conference. You want to get some feedback and ideas for your next release from your users (Michelle and Joan).
â˘What are some unbiased questions you can ask?
51. Challenging situations
When you: What to do and ask:
Talk too much
ďˇUse the 3 second rule
ďˇAsk the user questions about their work
Donât know what to say
ďˇBegin with small talk
ďˇHave 3-4 unbiased questions ready
52. Challenging situations
Jump to solution space
Shift focus to the userâs goals and problems:
ďˇâHow would that help you accomplish your goal or solve your problem?â
ďˇâWhat challenges have you encountered?â
When you: What to do and ask
ďˇAdopt the Apprentice Mindset
ďˇAsk for an explanation in laymanâs terms
ďˇAsk âwhy?â
Donât understand what the user is talking about
54. Challenging situations
Moves into solution space
Understand their problem:
ďˇâWhy are you suggesting this particular solution?â
ďˇâWhat is the problem youâre having?â
ďˇâHow would this solution help?â
When the user: What to do and ask:
Goes off topic
ďˇDetermine if/how itâs related to the topic you need to cover.
ďˇBring them back on topic:
oâThanks for telling me about ⌠Now, I really want to understand this other aspect of your work.â
55. Challenging situations
When the user: What to do and ask:
Misunderstands a product feature
ďˇCorrect any important or dangerous misconceptions.
ďˇUnderstand how theyâre using it and why
oâThatâs an interesting (not wrong) way to use âŚâ
oâIs this how you typically use this feature?â
oâWhat are you trying to do?â
Is disgruntled
ďˇEmpathize and acknowledge their frustration or anger
ďˇUnderstand what theyâre trying to do and why
ďˇLet them know youâll investigate the issue, pass it on, or come back to it.
56. Your challenging situations
What challenges have you encountered while talking to users?
How did you handle them?
57. Wrap up: Listening and Effective Dialog
â˘Two parts to every meaningful exchanges:
â˘Active Listening -unbiasedand focusedlistening
â˘Effective User Dialogue -unbiasedand targetedquestioning
58. Go forth and communicate effectively
â˘Exercises
â˘Self-assessment
59.
60. References
â˘7 tips for effective listeners
â˘Harvard Business Review: Listening Past Your Blind Spots
â˘Listening Skills
â˘Reflecting
â˘Asking effective questions
â˘Empathy
â˘Giving Feedback
â˘Additional Videos
â˘Ray learns Active Listening
â˘Ray uses Active Listening
â˘Conflict resolution
â˘http://www.youtube.com/watch?v=TA-RaDNVKpw
â˘It's not about the nail