AGENDA
10 minutes: Time, deliverable, questions/comments about last week’s work
25 minutes: Introduce Research Plan and Target Segments
15 minutes: Task and discussion
5 minutes: Questions and answers
ENVSIONEERING GROUP MEETING 2
1
TEAMSDiscovery Endeavour Enterprise
Scott RJRMarianTerrieGretaCherylStefanieJoyceKaren
AlexDeborahLauraPhillipDaphneMariettaJenn KGinaBob
CariJen CMelinaJTAmyJoanNoraHonor
2
QUESTIONS AND FEEDBACK ABOUT STEP 1
• How much time should be spent with this task?
• The assigned weekly meeting time
• If individuals have additional time that they can spend doing this task, they are welcome to do so.
• What are the expectations for deliverables?
• Due 12/17
• Team presentation
• Completed product planning tool
• Paper prototype
• Questions about last week’s meetings on product ideas and hypothesis
3
WHAT’S UNDER YOUR CONTROL?
Time
ResourcesScope
4
SCHEDULE
• 10/15: team meeting re. research plan/target segments
• 10/22 team meeting re. research plan/target segments
• 10/29 group meeting: value proposition/competitive advantage
• 11/5 team meeting re. value proposition/competitive advantage
• 11/12 team meeting re. value proposition/competitive advantage
• 11/19 group meeting: launch plan/key deliverables
• 11/26 no meeting
• 12/3 team meeting re. launch plan/key deliverables
• 12/10 final team meetings
• 12/17 presentations
5
HOW TO PLAN FOR GOOD RESEARCH?
• What is “the real” problem?
• Begin with the end in mind. Work backward from that to determine the information required to support it.
• Include interviewing and observing users where they do their work.
ADDITIONAL RESOURCE: “Flight Plan” pdfs at the bottom of: http://inside/sites/envisioneering/SitePages/Home.aspx.
6
7
KNOW YOUR USERS; YOU ARE NOT THEM
8
DO NOT JUST GIVE THEM WHAT THEY ASK FOR
EXPLORING THE PROBLEM
• The initial question is rarely the final one
• Exploring the problem exploring the solution/opportunity
• Nice to know need to know
• Identify the “minimal required information”
9
PERSONAS
• user archetypes
• help us understand how a user will interact with a product
• fictitious, specific, concrete representations of target users
• Target Users: Enhance focus
• Specific: Guide decision making
• Fictitious: Engages empathy, memory
• Concrete: Document assumptions or share data
10
SAMPLE PERSONATEACHER: JUANITA
• Fifth grade teacher with 12 ELLs, 10 below-level, 5 on-level, and 1 advanced learner in her class in an under performing school in a large urban district
• Hired on after being a long-term sub, has no ESL training, but speaks fluent Spanish
• Has a demanding administrator
• Doing online course work outside of school time to get her credential
• In her 30s; has two elementary-aged children
11
DETAILED PERSONANot What We Expect for this Task
13
CATEGORIZATION OF MARKET RESEARCH TECHNIQUES
Focus Groups Usability tests
Surveys A/B tests
Attitudinal Behavioral
Qualitative
Quantitative
14
HOW YOU COULD USE ITAttitudinal Behavioral
Qualitative
Quantitative
What to build How to build it
Get ideas
Make decisions
15
EXAMPLES OF HOW TO USE EACH ONE
Build a feature list of what you could do.
Gauge the intuitiveness of a design idea.
Rank the importance of the features per market
segmentation.
Determine which design option advances your
business goals the greatest.
Attitudinal Behavioral
Qualitative
Quantitative
