Full Stories Keynote

1 224 vues

Publié le

As designers of products and experiences, we're fortunate to work with a wealth of information. We rely on the wisdom of our personal and collective experiences, training, and education, and we employ tools to wrangle insights from big data. Yet there's much to be gained by going beyond wisdom and data. In his keynote, MailChimp's Manager of Customer Research Gregg Bernstein will talk about the role of context in user and product research, share methods to think about and capture context, and explain how context allows us to make truly informed product decisions.

Publié dans : Logiciels
0 commentaire
1 j’aime
Statistiques
Remarques
  • Soyez le premier à commenter

Aucun téléchargement
Vues
Nombre de vues
1 224
Sur SlideShare
0
Issues des intégrations
0
Intégrations
305
Actions
Partages
0
Téléchargements
28
Commentaires
0
J’aime
1
Intégrations 0
Aucune incorporation

Aucune remarque pour cette diapositive

Full Stories Keynote

  1. 1. Gregg Bernstein | @greggcorp | for WAQ 2015
  2. 2. NEW MY BROTHER-IN-LAW’S VAN
  3. 3. NEW VAN White VAN REQUIREMENTS 7,658 LAIR CONDITIONING RADIO
  4. 4. Actual expected
  5. 5. Unknown unknowns.
  6. 6. Thomas Schelling When a possibility is unfamiliar to us, we do not even think about it.
  7. 7. Daniel Kahneman WYSIATI What You See Is All There Is
  8. 8. wisdomIS YOUR STARTING POINT, NOT YOUR CLOSING ARGUMENT
  9. 9. MIGHTY MIGHTY boston
  10. 10. garbage in garbage out
  11. 11. Location
  12. 12. Location search
  13. 13. Location algorithm search
  14. 14. Location algorithm search the flu! +
  15. 15. of the U.S. had 11% the flu!
  16. 16. of the U.S. had 6% the flu!
  17. 17. correlation IS NOT causation
  18. 18. plain wrong
  19. 19. plain
  20. 20. plain
  21. 21. plain 1.3%
  22. 22. plain 98.7%
  23. 23. What have we done?!
  24. 24. plain 1.3%
  25. 25. plain data HAS A STORY
  26. 26. wisdom data
  27. 27. context wisdom data
  28. 28. Urie bronfenbrenner
  29. 29. Urie bronfenbrenner individual
  30. 30. individual microsystem
  31. 31. individual microsystem exosystem
  32. 32. individual microsystem exosystem macrosystem
  33. 33. individual microsystem exosystem macrosystem chronosystem
  34. 34. microsystem exosystem macrosystem chronosystem context
  35. 35. christian madsbjerg
  36. 36. People Their World Their Cultue understand:
  37. 37. There was a feeling that simple things had become harder to do. Jeremy Brand Yuan Evernote Chief of Staff
  38. 38. be done JOB to
  39. 39. PRODUCT THEY HIRE A PRODUCT TO DO A JOB PEOPLE DON’T BUY A —CLAY CHRISTENSEN
  40. 40. analytics
  41. 41. statistics analytics
  42. 42. surveys statistics analytics
  43. 43. surveys statistics feedback analytics
  44. 44. The customer issues that aren’t on your radar, that you’re completely unaware of, can be the most important things you need to hear. Sian Townsend Director of Research, Intercom.io
  45. 45. feedback
  46. 46. theory grounded
  47. 47. surveys statistics feedback analytics
  48. 48. surveys statistics case studies interviews feedback analytics
  49. 49. case studies interviews
  50. 50. case studies interviews
  51. 51. & Listen Observe
  52. 52. & Listen Observe (Don’t Speak)
  53. 53. microsystem exosystem macrosystem chronosystem context
  54. 54. Customer Environment Devices Structure Alex Quiet New Macs, PCs Collaborative Barb Loud Phones, Fax (!) Isloated Cal Disruptive Old PCs (Gateways!?) Frantic/ Disruptive Dora Loud iPad Collaborative
  55. 55. not script conversation
  56. 56. listen close Ask open
  57. 57. simple question: What apps do you use?
  58. 58. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”
  59. 59. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”
  60. 60. “I use Gmail and Evernote. Oh, and we also use Microsoft Word.”
  61. 61. Listen for plot, voice, & roles analysis voice relational
  62. 62. Customer Primary! Software Secondary! Software Empowered? Alex Gmail, Evernote Excel Yes Barb Burgertime Salesforce Yes Cal Salesforce Evernote No Dora Excel Google Drive No
  63. 63. Customer Preferred Software Meh Software Purchaser? Environment Devices Structure Payment Industry Logins/Week Alex Gmail, Evernote Excel Yes Quiet New Macs, PCs Collaborative Paid Ecommerce 12 Barb Burgertime Salesforce Yes Loud Phones, Fax (!) Isloated Free Software 3 Cal Salesforce Evernote No Disruptive Old PCs (Gateways!?) Frantic/ Disruptive Paid Marketing 0.5 Dora Excel Google Drive No Loud iPad Collaborative Free Agriculture 4
  64. 64. 100 data points 1 interview
  65. 65. MailChimp Snap
  66. 66. retailers
  67. 67. too busy retailers
  68. 68. phones too busy retailers
  69. 69. phones too busy instagram retailers
  70. 70. phones too busy quick instagram retailers
  71. 71. context wisdom data
  72. 72. context wisdom data
  73. 73. @greggcorp | gregg.io | @theuxnewsletter Industry typeface by Hold Fast Foundry Images courtesy of the internet

×