Customer’s Hat

Goal: Think more like a customer, by thinking about users and how they value features.

Time: 30-60 minutes.

Introduction

Part of a customer's job is to understand what the users need. Rather than talking about abstract end users, it can help to invent some end users with personalities so they're a little more vivid. Think "Sims" (TM Maxis).

 

Material:

  • Feature list for a new product.
  • For each team, four blank "wanted" posters (flip chart pages, sections of the whiteboard, etc.).
  • Sticky notes (plenty per team).
  • Optional: sample, pre-filled poster.

Setup:

  • Divide into teams of 3-6 people.
  • Provide each team with four posters.

Play

Part 1: 15-30 minutes.

  • Give an overview of the product, including the list of potential features.
  • Draw a face in the top half of each poster.
  • "Lightly" categorize their expertise based on what you think the mix of product usage should be. (E.g., one beginner, two medium, one expert; or three beginners and an expert).
  • Give each one names and a personality.
    • What car do they drive?
    • Favorite movie
    • Pets?
    • Biggest like/dislike
    • Or whatever else you want.

Part 2: 15-30 minutes.

  • For each person, what are their two or three most-wanted and least-wanted features? Write each of those feature names on a sticky note and put it on that user's poster.
  • Are there features that are missing for anybody?
  • Are there features that are "delighters" for anybody?

Debrief

  • What mix of skills did you decide on?
  • What attributes did you use?
  • Are the beginners and expert's needs in conflict?
  • What features are missing? Were any features delighters?

Source:
William C. Wake, inspired by Alan Cooper's About Face and a class by Jim Highsmith.