UX Strategy: How to Devise Innovative Digital Products that People Want by Jaime Levy

Author:Jaime Levy
Language: eng
Format: mobi, azw3, pdf
Tags: COMPUTERS / User Interfaces
ISBN: 9781449372996
Publisher: O'Reilly Media
Published: 2015-05-19T14:00:00+00:00

Figure 8-2. Guerrilla research interview in session at Café Location One: team lead on left; participant faces the wall; client on the right

2:55 p.m to 4:59 p.m.

During this block of time, Participant Three arrives. Participant Four ends up being a no show, and Participants Five and Six arrive as planned. The event coordinator greets each participant at the door, takes them upstairs to the appropriate interview table, takes their drink order, delivers it, and pays them. The team lead and UX researcher conduct and conclude the remaining interviews on time while the client continues to observe and take notes.

4:45 p.m.

After the last scheduled participant arrives, the event coordinator heads down to Sunset Boulevard to Café Location Two. He orders a sandwich and beverage and then finds a table near an AC adaptor to prepare the next location.

5:00 p.m.

The interviews at Café Location One wrap up after three hours. A total of five participants have been interviewed. The UX researcher, team lead, and the client discuss their findings, capture their insights, and tweak the interview questions for the second set of participants at Café Location Two. The UX researcher goes home; she’s not needed for any more interviews. Jaime and the client head down the block to the second location. They meet the event coordinator and order dinner. By 5:20 p.m., the event coordinator takes his position at the door with his clipboard.

5:30 p.m.

Participant Seven arrives. The event coordinator greets him at the door. He takes the participant to the table.

6:00 p.m.

Participant Eight arrives 30 minutes early through a back door in the café. She heads directly to the interview table and interrupts the interview in session. Jaime takes Participant Eight over to the event coordinator who deftly handles the situation. Jaime finishes up the interrupted interview.

6:30 p.m. to 8:30 p.m.

Two more interviews are conducted without issue. One participant who was intentionally double-booked at the halfway point shows up, is paid, and is excused after 30 minutes.

8:30 p.m.

The interviews at Café Location Two wrap up after three hours. A total of three more participants have been interviewed at this location.

9:00 p.m.

The client, Jaime, and event coordinator discuss their findings and capture their insights. The debriefing session concludes, and all parties go home.

After a long day, a week of planning, and a $5,000 research budget, we didn’t even need to look at the notes afterward or analyze what we found. It was clear the participants consistently admired and applauded the solution prototype. They loved the value innovation and key experiences demonstrated through the UX in the prototype. But, the stakeholder knew in his heart that he had a major pivot on his hands. Even though the customers were enthusiastic about the solution, they continually invalidated his business model — channels, revenue stream, and cost structure. (See the business model canvas in Chapter 2.) Without it, his product wasn’t sustainable. He had to go back to the drawing board, pivot, or make a tough choice about whether to continue or not.

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