Читать книгу Build Better Products - Laura Klein - Страница 54

A lot of people ask where they should have these conversations—in person, on the phone, on some sort of screenshare, or something else. The answer is, “wherever you need to be in order to see patterns.”

Some products, especially mobile or physical ones, are very hard to study remotely. It’s tough to understand how people use a GPS, for example, without traveling around with them for a while. Other products, like any sort of desktop productivity software, are very easy to observe over a screenshare. Some problems can be discussed over the phone, while others can’t.

Of course, there is a cost in both time and money associated with in-person research, especially when you’re dealing with a global audience. It’s up to you to understand the tradeoff between information and research cost to find the right balance.

If you do see problem and behavior patterns in the first five people you interview, that’s great. Write them down. Then recruit another five similar people. If those patterns that you wrote down persist, there’s an excellent chance that you’ve identified a group of people who share a specific problem. If they don’t persist, keep iterating by narrowing down your persona, recruiting people, interviewing, and trying to predict what you’re going to hear. It sounds hard, but you’ll very likely start to spot patterns earlier than you think, especially if you’ve correctly identified your persona.