Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
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Design Ethnography for Lean Teams
- "A startup is a human institution design to deliver a new product or service under conditions of extreme uncertainty" - Eric Reis
- Malkovich Bias The tendency to believe that everyone uses technology exactly like you do.
- Lean Startup (and LeanUX) is a risk mitigation strategy
- A Dirty Secret People being either idiots or lazy
- Proxies Suck!
- Ethnography, WTF?
- Why Ethnography
- Complexity is everywhere Ethnography offers a way to make sense of this complexity. It lets us see beyond our preconceptions and immerse ourselves in the world of others. Most importantly, it allows us to see patterns of behavior in a real world context – patterns that we can understand both rationally and intuitively.
- “If you want to understand what motivates a girl to pick up a skateboard, you could bring her into a sterile laboratory and interrogate her… or you could spend a week in a skatepark observing her interacting with her friends, practicing new skills and having fun.”
- Ethnography + Design
- Lean Ethnography?
- Most teams practicing Lean Startup don't start with a customer hypothesis; they work backwards from a solution hypothesis Because teams start with a solution hypothesis, it's almost impossible for them to generate multiple hypotheses for testing If GOOB is not conducted in the appropriate context, it almost never yields useful behavioral data GOOB relies far too heavily on self-reporting, which is almost useless. GOOB, when done poorly, is particularly prone to confirmation bias Most teams have a very hard time formulating assumptions as hypotheses Designing reliable experiments is a skill that takes time to learn People new to customer research are really bad at listening for weak signals When a customer interview is guided, it almost never provides opportunity for serendipitous insights to emerge
- Design research as a systemic approach
- Design ethnography allows us to
- 1. Discover the semantics of living
- Context is king
- Self-reporting is mostly shit
- People's hacks are a great insight
- 8 Steps in Ethnographic Research
- 1. Define your customer hypothesis
- 2. Identify the people to validate they exist
- 3. Plan your approach
- 4. Conduct Paired Research #ShoeUpBitches
- 5. Become a "habit-farmer"
- 6. Search for Patterns & Themes
- 7. Co-Generate & Share Insights
- 8. Perform your narrative
- 7 Keys to good ethnography
- Delve deeply into the context, lives, cultures, and rituals of a few people rather than study a large number of people superficially.
- Holistically study people’s behaviors and experiences in daily life. You won't find this in a lab, focus group, or 5 minute interview on the street.
- Learn to ask probing, open questions, gathering as much data as possible to inform your understanding.
- Practice “active seeing,” and “active listening.” Record every minutiae of daily existence, and encode on post- its.
- Use digital tools for asynchronous data gathering: tumblr, facebook, twitter, instagram
- Use collaborative sense-making activities like the Cynefin framework and affinity diagramming for active sensemaking.
- Map the stories from insights back to the original problem. Did it validate or invalidate the customer hypothesis?
- Now you can think about your Solution Hypothesis Did the new insights provide potentially richer opportunities to solve?
- Thanks! Will Evans Chief Design Officer PraxisFlow @semanticwill
