This is a slideshow I use alongside a mini workshop for beginner UX and Product Managers and startups, to help them understand the processes to know who their users are and what value they can bring to their customer with a successful digital product.

1. Know Your Users
Mini Workshop
31st May, 2016

2. 2
Elise West
- 10 years as a PM/Producer/UX.
- Currently Digital Strategy Consultant.
- Helping companies plan and implement
successful concepts, design briefs and
priorities.
Success stories:
● Philip Morris Digital Strategy
● Al Jazeera Sports apps
● Stella & Dot iPad m-commerce solution
Intro

3. 3
Who are your users
How do you know what their problem is or what
REAL value you are bringing to them?
What will we learn today?

4.
UX & PM
MYTHS
Frequent misconceptions and why they don’t hold true.

5. 5
Myth #1 : You are your users
“If you work on a development project, you’re atypical by definition.
Design to optimize the user experience for outsiders, not insiders.”
- Jakob Nielson

6. 6
MYTH #2: People use your product
the way you thought they would
When people have a need, they try to use the device they have at
hand, even if it isn’t suitable for their given task.
The Silver Lining: If every customer uses your product "correctly”, you’
ll never learn what steps to take next.

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MYTH #3: People are rational
Our decisions are driven more by our emotions than logical and conscious
thinking.

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Base your product on evidence NOT assumptions
Assumptions = False Beliefs
What do we learn from the myths?

9.
YOUR PRODUCT
YOUR USERS
Exercises to understand the thoughts & processes to find your users

10.
Brainstorm your iPad/laptop/phone case
What is the USP?
What is the price point?
Very high level feature set/one-liner
Exercise 1: The Product
(10 mins)

11.
Who What
Why
4 W Problem Canvas
Where

12.
1. Who has this problem?
2. Is it your customer?
3. Have you validated that the problem
is real?
4. Can you prove it?
1. Why do you believe it is a problem
worth solving?
2. Is it an acute problem for the
customer?
3. How acute?
1. What is the nature of the problem?
2. Can you explain it simply?
3. How do you know it’s a problem?
4. What is the evidence to support the
problem?
1. Where does this problem arise?
2. In which context does the
customer experience the problem?
4 W Problem Canvas

13.
1. Who has this problem?
2. Is it your customer?
3. Have you validated that the
problem is real?
4. Can you prove it?
What
Why Where
What evidence of the personas do we have so far?
Exercise 2: Who
(10 mins)

14.
WE MUST
_ Facilitate gamified rewards for sharing the
product
_ Make it easy for her to share promotions
WE MUSTN'T
_ Limit her ability to invite her network.
AGE: 38
OCCUPATION: Managing Director of Startup
MARITAL STATUS: Single
BACKGROUND / BEHAVIOURS
_ Lively social life
_ Goes out to restaurants and bars regularly.
_ Owns a variety of digital products
_ Very technically minded.
RELATIONSHIP TO PRODUCT
_ Uses laptop, phone and ipad on trips & meetings
_ Places importance on looking good & status items
Frequency Monetary Value Loyalty Level
THE SOCIALITE
Cristina
14
User Persona Example

15.
Exercise 3: User Personas
(10 mins)
Brainstorm 2 or 3 user personas
Fill in all fields, as in the example
Label which you consider to be an
early adopter and why

16.
1. Who has this problem?
2. Is it your customer?
3. Have you validated that the
problem is real?
4. Can you prove it?
What
Why Where
What evidence of the personas do we have so far?
Validate Who

17.
Exercise 4: Validating Your User Personas
(10 mins)
Look back at your user personas and list at
least 4 ways to validate their needs, problems,
values in relation to your product.
Are they really your user or do you need to
edit or change your personas?

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Focus groups
Competitive analysis
Consider early adopters personas and their needs versus mainstream users
Prototype and test
Surveys (without leading questions!)
Validating Your User Personas
Learn about your users, involve them in the design process, and interact with them.

19.
CONCLUSIONS &
TAKE-AWAYS
Use what you have learnt for your next steps

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Continuous Improvement
Your users learn and evolve. Grow with them.

21. Elise West
elise@studiowestinc.com
31st May, 2016
Thank You