ERNESTO SIROLLI - TEDTalk:  SHUTUP AND LISTEN

YOU ARE NOT THE VOICE OF THE CUSTOMER

  • You cannot substitute your own viewpoints for that of the customer
  • Designer whom design for themselves often have a market size of one
  • Many times your assumptions are later found to be incorrect

OBSERVATIONAL RESEARCH

  • Observing customer difficulties in attempting to use existing products or services  can provide great insights to resolving unmet needs
  • Observation can also identify how customers actually use or abuse our products or services (such as using a cell phone as a hammer)

ETHNOGRAPHIC RESEARCH

  • Quite often, customer product usage or purchase decisions are influenced by their cultural environment
  • Example: Japanese customers favored exotic cell phone styling over drop durability because, in their culture, they held themselves responsible for damage caused by drops. This market was willing to accept that tradeoff.

INTERVIEWS

  • Interviews are much more complex that they seem
  • Interviewees should not be interogated, but instead asked to tell stories
  • The objective is to identify the emotions related to their customer journey
  • It is important not to influence interviewees with leading questions

PERSONAS

  • To better relate to specific customer segments, representative personas are created based on common patterns from the observational research
  • Personas are used as sounding boards when designing solutions
UDACITY ON UNDERSTANDING PERSONAS
TOM KELLY ON THE POWER OF OBSERVATION
(GAINING INSIGHTS THAT MAKE YOU A MARKET LEADER)
OBSERVATIONAL RESEARCH
THE KEY TO BETTER PRODUCTS AND SERVICES