O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Próximos SlideShares
What to Upload to SlideShare
Avançar
Transfira para ler offline e ver em ecrã inteiro.

1

Compartilhar

Kair Käsper: The Double-Edged Sword of Qualitative Research | UX Riga 2018

Baixar para ler offline

n his UX Riga 2018 talk Kair looks at the modified Jobs-to-be-Done framework used at Pipedrive and the principles that help us avoid the traps of customer research and how can you do customer research that will guide the entire company, yet still be specific enough to add value to individual teams.

Kair Käsper: The Double-Edged Sword of Qualitative Research | UX Riga 2018

  1. 1. The Double-Edged Sword of Qualitative Research
  2. 2. Kair Käsper
  3. 3. Kair Käsper Ran digital projects at Taevas Ogilvy
  4. 4. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency
  5. 5. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency Got a cat
  6. 6. Mr Watson
  7. 7. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency Got a cat Director of Product Marketing at
  8. 8. Kair Käsper Ran digital projects at Taevas Ogilvy Created and sold Vurr, a digital agency Got a cat Director of Product Marketing at Co-founder of Qualitista
  9. 9. SaaS, free trial
  10. 10. SaaS, free trial
  11. 11. Customer research?
  12. 12. IS THE MOST IMPORTANT TOPIC IN THE WORLD!!!!!1111111
  13. 13. No customers, no business
  14. 14. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $
  15. 15. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $
  16. 16. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $ Clicks on an ad on Facebook
  17. 17. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $ Clicks on an ad on Facebook Looks around on homepage
  18. 18. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $ Clicks on an ad on Facebook Looks around on homepage Signs up and tries product
  19. 19. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $ Clicks on an ad on Facebook Looks around on homepage Signs up and tries product Increases usage
  20. 20. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $
  21. 21. Change is the only constant
  22. 22. - Heraclitus Change is the only constant
  23. 23. Intuition can kill companies
  24. 24. Talking to customers decreases risk
  25. 25. “WOW! Super interesting! I’ve never heard this before”
  26. 26. “WOW! Super interesting! I’ve never heard this before” - No-one in the audience
  27. 27. Companies don’t do it (enough)
  28. 28. When they do, it’s often
  29. 29. can be
  30. 30. TOP 7 + 1
  31. 31. 1) Focusing on usability, not motivation
  32. 32. Fogg’s Behaviour Model
  33. 33. Fogg’s Behaviour Model
  34. 34. Fogg’s Behaviour Model
  35. 35. Fogg’s Behaviour Model Messaging
  36. 36. Fogg’s Behaviour Model Messaging Psychology
  37. 37. Fogg’s Behaviour Model Messaging Psychology Usabilty
  38. 38. Fogg’s Behaviour Model Triggers (call-to-actions) Messaging Psychology Usabilty
  39. 39. Motivation guides usability and triggers
  40. 40. 2) Not understanding how motivation works
  41. 41. Why?
  42. 42. Jobs to be Done
  43. 43. Google, Youtube books, blogs, podcasts, consultants
  44. 44. 200+ interviews
  45. 45. Push
  46. 46. Push Pull
  47. 47. Push Pull Habits
  48. 48. Push Pull Habits Anxieties
  49. 49. Profile Timeline Recording
  50. 50. Get potential customers interested Get them to consider our product Help them experience the value of our product Help them get more value out of our product $
  51. 51. 3) Missing part (or most) of the picture
  52. 52. Get potential customers interested Get them to consider your product Help them experience the value of your product Help them get more value out of your product $
  53. 53. Get potential customers interested Get them to consider your product Help them experience the value of your product Help them get more value out of your product $ Non-customers Website visitors Trial users Paying customers Churned customers
  54. 54. Get potential customers interested Get them to consider your product Help them experience the value of your product Help them get more value out of your product $ Non-customers Website visitors Trial users Paying customers Churned customers
  55. 55. 4) Talking to the wrong people
  56. 56. Intent
  57. 57. Looking vs not looking
  58. 58. 5) Sample not big enough
  59. 59. “5 people is all you need”
  60. 60. vs
  61. 61. Repetition is king
  62. 62. 6) Not validating results
  63. 63. Saturation vs Contrast
  64. 64. 7) Not’n’sync
  65. 65. Weekly interview listenings
  66. 66. Call listening workshops
  67. 67. Research radio
  68. 68. Last, but not least
  69. 69. Not taking action
  • jamesherrera

    Oct. 28, 2018

n his UX Riga 2018 talk Kair looks at the modified Jobs-to-be-Done framework used at Pipedrive and the principles that help us avoid the traps of customer research and how can you do customer research that will guide the entire company, yet still be specific enough to add value to individual teams.

Vistos

Vistos totais

142

No Slideshare

0

De incorporações

0

Número de incorporações

0

Ações

Baixados

4

Compartilhados

0

Comentários

0

Curtir

1

×