Dec 2020
Testing Desirability Rumaisa Mughal
Rumaisa Mughal
WHAT IS HCD
To create solutions that truly benefit the end user, Human Centered Design (HCD) uses logic, imagination, intuition, and systemic thinking to explore possibilities of what could be.
What is it.
Frame
Research
Conceptualize
Prototype
Refine
How do we even get to desirability?
IDEA
MOCK-UPS
MVP
SCALE
What can we expect? Concepts, experiments, failures..
Your concepts visualized
Maximum validation with least amount of effort
Or not to scale?
PROOF-OF-CONCEPT
PROTOTYPE
PILOT
Prove out the concept before resources and effort are put in
Iterate. Iterate. Iterate. Can be interacted with and used for user testing
Testing that verifies components in a real world setting
THE DVF FRAMEWORK
DESIRABILITY
FEASIBILITY
Do they want it?
Innovation Sweet Spot!
Product Market Fit!
Can we do it?
VIABILITY
Does it make business sense?
THE DVF FRAMEWORK
DESIRABILITY
FEASIBILITY
VIABILITY
Not many people want what you can make, and have a great business model for.
DESIRABILITY
FEASIBILITY
VIABILITY
You haven’t been able to make a product that lives up to the business model and what lots of people want.
DESIRABILITY
FEASIBILITY
VIABILITY
You can build something that lots of people want, but there is no way to sustain yourself
THE DVF FRAMEWORK
Start here! ●
What’s the value that you are providing? Why is it important?
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What does success look like?
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Who is your audience?
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What are the ideal markets?
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What are you learning about your customer? Their behaviors, needs and challenges?
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What does the customer journey look like?
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How are you better than competitors?
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What will you measure? (traffic, leads, conversion, engagement, etc.)
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How can you measure it? (marketing, A/B testing, feedback, etc.)
DESIRABILITY
FEASIBILITY
Do they want it?
Can we do it?
VIABILITY
Does it make business sense?
WHAT TO LOOK FOR ● ● ●
Organic Growth Net Promoter Score Retained Engagement
THE DVF FRAMEWORK
DESIRABILITY
● ●
Resource allotment Internal efficiency and cost
What needs to be built and why? And by when?
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What are we learning about a streamlined customer journey?
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What areas can be automated?
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What would scale look like?
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What capabilities and resources do we require?
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Is it really improving X problem?
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Are we really delivering better than X competitors?
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Are the environmental factors supportive?
FEASIBILITY
Do they want it?
WHAT TO LOOK FOR
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Can we do it?
VIABILITY
Does it make business sense?
THE DVF FRAMEWORK
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Do people want to pay for it?
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How much are people willing to pay?
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Is there room for up-sell / cross-sell in the future?
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What are we able to learn about lowering cost to serve?
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What other financial implication are we able to track or validate? What are we able to learn about a customer’s purchasing behavior?
DESIRABILITY
FEASIBILITY
Do they want it?
Can we do it?
VIABILITY
Does it make business sense?
WHAT TO LOOK FOR ●
% of Users driving revenue
7 Principles of User Research 1.
There are no proxies for the voice of customer.
2.
Be genuine about your intentions.
3.
Look as much as you listen.
4.
Seek to Generate
5.
Research until you see patterns
6.
Go with your gut.
7.
Get to the heart of the problem.
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ACTIVITY
Use quotes and observations, not your own language or conclusions.
4 Methods of Customer Feedback
Interviews
Field Observations
Surveys
User Testing
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Interviews In-context conversations with individuals in a target audience
Why use: ● ● ● ●
To uncover latent needs To explore new opportunities and features To understand how a product fits into their environment To understand new customer types
Considerations: ● ● ● ●
Smaller sample size (<10 customers) A combination of current and potential customers 30-90 minutes Incentivize for time
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In-depth Interviews
Dos
Don’ts
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Establish rapport & converse naturally
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Be curious
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Be mindful of your non-verbal behavior
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Talk too much
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Be an active listener
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Ask yes or no questions
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Ask open ended questions
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Ask leading questions, or force
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Ask follow-up questions
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Use their own words when asking questions
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Correct the participant
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Allow pauses in conversation
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Try to draw conclusions about the
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Push beyond your assumptions to
information you’re hearing during
see what you can learn
a research interview
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Thank the participant
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Interrupt them or complete their sentences
participants to answer questions
Field Observation Watching how people interact with others and their environment
Why use: ● ● ● ●
To uncover behaviors and workarounds To inspire new products and new features To understand the applications for use of an existing product To improve user experience and usability of an existing product
Considerations: ● ● ●
Smaller sample size (<10) In-context of where the problem would be experienced or the product would be used A few hours
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Field Observation
Dos
Don’ts
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Document everything
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Have your computer up
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Take photos and sketch
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Go to the same experiences
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Conduct customer intercepts
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Stand out, instead try to blend in
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Be aware of Activities, Environments, Interactions, Objects and Users
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Look for the physical, cognitive, social, cultural, and emotional elements and how they affect people’s overall experiences
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Debrief after each session
Surveys Brief forms with a combination of question types
Why use: ● ● ● ● ●
To get targeted feedback on an existing product To improve existing product features To prioritize potential new features To narrow down your target customer To collect contact information for potential customers
Considerations: ● ● ● ●
Larger sample size (100+) A combination of current and potential customers 5-10 minutes Incentive recommended
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Surveys
Dos
Don’ts
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Define the target respondents
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Have clear research goals
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Keep it brief
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Underestimate screening questions
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Incorporate, but be selective with,
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Use too many acronyms and technical
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Forget to include an introductory paragraph
open-ended questions
terms ●
Use excessively lengthy questionnaires
Usability Testing Testing a product or prototype with end-users to get feedback on how to improve an interface Why use: ● ● ● ●
To get feedback on features and functionality To understand expectations on how to interact with the tool To uncover frustrations, confusions, and problems with the product or prototype To identify additional ways of approaching an interaction or experience
Considerations: ● ● ● ●
A combination of current and potential customers 20-60 minutes Incentivize for time Bring along stakeholders, developers, etc. to observe if possible.
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Surveys
Dos
Don’ts
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Create a specific scenario to walk them through
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Make decisions/changes too early
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Determine pass/fail criteria
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Tell them how to complete tasks
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Encourage the participant to talk aloud and do
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Ask leading questions
what they think makes sense
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Don’t let them blame themselves
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Know what you want to test
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Let the participant fail
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Prioritize what you test
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Take notes on non-verbal reactions and tasks they do
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Allow time between each participant
That’s a Wrap!