Start with the problem, not with the solution!

© Copyright 2018 Pivotal Software, Inc. All rights Reserved. Version 1.0
Alexandra Lung, Annamaria Boheim
PRODUCTIZED 2018
Start with the problem,
not with the solution!

Making your users care
is really HARD.

Hobbies
3 THINGS YOU ALL HAVE IN COMMON
Pets
Bands
Tattoos
Music
Origins
Books
TV series Movies
Celebrities

Unbiased Listening
THE POWER OF

© Copyright 2018 Pivotal Software, Inc. All rights Reserved. Version 1.0
5-8
Interviews
45min
Duration
1
Interviewer
2-3
Note takers

Popcorn Map
Intro
Topic
Topic
Topic
Topic
Outro
Topic

Introduction
1. Introduce yourself and all people in the room
2. Explain how long the interview will take and if that still works for them
3. State the goal is to have a discussion about their experience with “x”
4. No right or wrong answers!
5. Let him/her know that nothing they say will offend you
6. Ask for their permission to record
7. Any questions before we begin?

How to get the users talking :)
“Tell me about the last
time you…”
Start with: Some ideas:
…took a TAP flight.
…had a problem with a TAP service.
…reserved a TAP flight using the app.
“When
was that?”
Dive deeper:
“With
whom?”
“What
happened
next?”
“Tell me
more about…”“Why?”

Taking notes
● Use sharpies and post-its
● Write clearly and boldly
● One idea per post-it!
● Write down good quotes, facts
and avoid interpretations
using sticky-Notes
for Note-taking
will save you so
much time!

How to Screw Up
User Interviews
USER INTERVIEWS

1. We lead the user
HOW TO SCREW UP USER INTERVIEWS

“What was your
experience like of
buying movie tickets
online?”
“We don’t think most
people really want to
book tickets online, but
what do you think?”
1. We lead the user

“What do you think are
the 3 most important
things for a healthy
work culture?”
“Do you think feedback
is important and
necessary for a healthy
work culture?”
1. We lead the user

2. We treat speculation as confirmation

“What different systems
or methods have you
tried in the past?
And why?”
“Would you use this?”
“Would you pay for it?”
“Would you like it?”
2. We treat speculation as confirmation

3. We just can’t stop talking

“We’d love to get your
feedback on this
prototype we’ve made.
How would you go
about purchasing a
ticket using this?”
“Let me tell you why this
product will change your
life forever and present
you its benefits…..”
3. We just can’t stop talking

Team setup
InterviewerUser
Note-takers

Collective Sharing
THE POWER OF

Affinity Map
Good Experience
Bad Experience
Reservation
At the Airport
In the plane
Magic Wand
TAP Services

Each team member keeps only
their most relevant post-its and
puts away the rest.
Self edit

One team member at a time reads
a post-it out loud and hands it on to
the facilitator who will find its place
on the wall.
Start with demographics, then with
themes from the popcorn map.
Affinity Map
Reservation
At the Airport
In the plane
TAP Services

Go through each user interview
one by one.
The facilitator places all post-its into
the matching topic or adds a new
group if needed.
Affinity Map
Reservation
At the Airport
In the plane
TAP Services

Affinity Mapping
The conversation
● Multiple post-its with the same idea: choose 1 post-it that best conveys the
user’s point
● Discuss unclear notes to get a shared understanding
● Call out if a user expressed contradictory ideas or opinions

Assign a facilitator
AFFINITY MAP

Tips for facilitators
● Keep track of time
● Ask questions to clarify the context
● Split or add new themes
● Keep one conversation at a time
● Make sure everyone feels heard
● Explain the activity and the goal

Uncovering the
Essential Learnings
THE POWER OF

Fall in love with the PROBLEM,
not with the solution.

Problems & Insights
I don’t Understand How... 5
I don’t easily find... 4
I don’t want to... 3
I never saw that... 5 I always use this when... 5
I Don’t see how... 5 I really like to... 4
I Found this through... 3I don’t Like to... 3

“I don’t understand how
to book the Priority
Boarding option.”
“Priority Boarding saves
me time, so I usually buy it.”
Problem or Insight?
[insight] [problem]

Review the affinity map board and
look for patterns that could become
Problems & Insights
Problems &
Insights
Good ExperienceReservation
At the Airport
In the plane
TAP Services

When a possible Insight or Problem
is found, transfer each group of
post-it notes to a new, clean board
Problems &
Insights

Label it "Insight" or "Problem" and
give it a clear statement header in
the voice of your Persona
I don’t Understand How to book
priority boardingProblems &
Insights

Circle the group so it's clear where
it starts/ends
Write the number of unique user
comments that made up the
statement
5
I don’t Understand How to book
priority boardingProblems &
Insights

Continue adding Problems &
Insights
I never saw that... 5 I always use this when... 5
I Don’t see how... 5 I really like to... 4
I Found this through... 3I don’t Like to... 3
Problems &
Insights

Find Problems & Insights!
30min

If you have too many priorities,
you have none.

I Never saw how I Can
Write each problem on a separate
post-it.
Preparation
I don’t Understand Why
to COntact TAP!
I don’t know how
to COntact TAP!
(5)

+ User Pain
- User Pain
A technique to prioritize items in a
linear order from more user value
to less user value.
Stack ranking
Problem 2Problem 1

+ User Pain
- User Pain
Stack ranking Problem 6
Problem 5
Problem 2
Problem 1
Problem 3
Problem 6
A technique to prioritize items in a
linear order from more user value
to less user value.

+ User Pain
- User Pain
2nd dimension Problem 6
Problem 5
Problem 2
Problem 1
Problem 3
Problem 6
Prioritize items from less business
impact to more business impact.
+Businessimpact
-Businessimpact
Problem 5

Problem 6
Problem 5
Problem 2
Problem 1
Problem 3
Problem 6
The 2x2
+ User Pain
+Businessimpact
- User Pain
-Businessimpact

Problem 6
Problem 5
Problem 2
Problem 1
Problem 3
Problem 6
The 2x2
+ User Pain
+Businessimpact
- User Pain
-Businessimpact
Obvious YES
Obvious NO
To discuss / later
To discuss / later

Unleashing creativity and
running experiments
THE POWER OF

“How might we” Statements
I don’t know how
to COntact TAP!
How might we help
Our USers to easily
contact TAP?
Problem Opportunity

Brainwriting
How might we help
Our USers to easily
contact TAP? Chat
That opens
itself
after 10s
Contact
Options
prominent
in Email
Phone
numbers on
top of the
help page
banner on
top with
telephone
number
Chat
Help
Center
Social
Media
Opportunity Ideas

Test your hypothesis!
SOLUTIONING

Define the experiment
SOLUTIONING

HYPOTHESIS We think that… by showing a chat on every page users will
know how to contact TAP.
TEST We are going to… create a low-fidelity prototype of the
homepage including a chat. We will give 5 users a scenario to
find a way to contact tap.

Clearly define what validates or
invalidates your hypothesis
SOLUTIONING

HYPOTHESIS We think that… by showing a chat on every page users will
know how to contact TAP.
TEST We are going to… create a low-fidelity prototype of the
homepage including a chat. We will give 5 users a scenario to
find a way to contact tap.
PROOF COST
Measurable outcome:
4/5 users click on chat
Observable outcome:
Users spot the chat when they
first skim the page
We will know that the
hypothesis is true if...
2 hours for designing the prototype
5 hours for interviews & synthesis

mycompetitor.com
Feature
that I want
to build
A B
?

Experiments don’t fail,
Hypothesis are proven wrong.
Airbnb

Thank you!
Alexandra Lung
@LungAlexandra
Annamaria Boheim
@pauajusa

FIN
Thank you!
Alexandra Lung
@LungAlexandra
Annamaria Boheim
@pauajusa

Start with the problem, not with the solution!

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