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You shouldn't interview just anyone during product development. You need to find people who match the criteria of your intended audience.
Definitions:
- Target audience - The group of people you perceive to be the main users of a product
- Participant criteria - The qualities you're looking for in the people who participate in your user interview.
- Assumption - Something that is accepted as true or you believe to be true, even though you don't have proof.
We will now go through a quick straight
forward process to help you recruit
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the right people for your user interviews,
I call these people participants.
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Participants help you validate and
invalidate your assumptions.
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They give you data that
helps you build products and
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services that are human centered.
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You may be tempted to turn to friends and
family for feedback.
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Friends and family are always
happy to give you feedback,
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the problem is that friends and
family are biased.
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They're your friends and your family,
how can they hurt your feelings?
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Of course your idea is great.
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Sure they'll use it.
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No doubt they'll pay for
it, and a lot too.
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It is critical that you identify and
recruit the right people for
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a customer research.
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Who are these right people?
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These are the people who you currently
envision as the target audience.
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For example, if you live in Europe and
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you're target audience is in
North America, you're not collecting
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good data if you go to the nearest
supermarket and interview people.
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Recruiting the right participants will
ensure you collect the right data,
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that you learn the best lessons,
and that you truly validate or
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invalidate your assumptions.
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First, the target audience
must be determined so
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you know who you are looking for
in participants.
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We need to determine their
participant criteria.
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Go to attributes for
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participant criteria are ones that
represent your target audience.
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If you're not sure who
your target audience is,
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that's perfectly fine, make an assumption.
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During your user research
activities with those participants,
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you'll figure out if your assumption
is validated or invalidated.
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Here's a sample list of participate
criteria for an imaginary app for
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learning how to dance.
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Reside in the US, they have a smartphone,
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they wanna learn how to dance,
and they use Facebook.
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Give it a try,
think of a clothing store for adults.
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How might we improve the in-store
experience of shopping with technology?
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The store would like to know if a certain
idea they have is something their
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customers would value.
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In other words, they want an answer to the
question, do people need these products?
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Now let's form an assumption.
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An assumption is something
that is accepted as true or
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you believe to be true,
even though you don't have proof.
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Here is their idea
expresses an assumption.
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We believe that parents who visit the
store with their kids need a device that
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makes their clothing shopping experience
faster and more fun for their kids.
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List a minimum of five attributes for
your target audience.
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Don't limit yourself to
just five attributes.
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If you have 10 or 20,
that's perfectly fine as a starting point.
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If you have a timer, set it for five
minutes to list five attributes of people
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who might be the target audience for
the clothing stores idea.
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Who do you wish to recruit for
your upcoming user research activity?
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Ready, go ahead, create your list.
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I'll see you in the next video to discuss
creating questions from these criteria.
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