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Now for this Workshop, we're going to create our assumptions in our hypotheses

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around a hypothetical business problem.

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And that project is called, Neo calling.

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Neo calling is a company that is looking to

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revolutionize, online conference calling and real-time media

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sharing.

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And they have a vision statement because every project in every product should start with a vision

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statement that the team buys into and this is Neo callings

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vision statement. Their goal is to idiot-proof conference calling

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and real-time media sharing and they believe that

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they will succeed by streamlining the onboarding

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process.

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By limiting the features available to customers.

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And by ensuring the highest quality conversation, that's what they believed to be true.

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And so we as a group are going to work to understand what

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assumptions are being declared here. And when hypotheses we can write

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as a team

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To test the assumptions declared in this vision statement.

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The first part we're going to work through.

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Our personas, who are we building products for? Who are we going

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to build a product for Neo calling

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Now the way the personas fit into the lean ux process,

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is the lightweight or the ad hoc Persona sometimes, you'll hear

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these called proto-pesona 'z. Now you have the option to go out and do six months

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worth of ethnographic research, it to come back with a report

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but you'll have to wait for that work to get done. You'll have to pay for that work. You

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have to read and digest that work before you can move forward with our

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preference for Learning. And for making, we are going to declare

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our assumptions about who

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We believe, we are building this product for.

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And then we're going to go out and find these people.

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And validate our assumptions and test our assumptions, whether or not these people actually

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exist, and these personas are a model of what we know today. So, as of

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today, what do we know about our perceived target audience, and

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because their rapid and iterative and paper-based, there are

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low investment. And so, if we find out that we're wrong, they're

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easy to fix.

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It's not a lot of, there's not a lot of financial investment or time investment in these

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upfront and they get refined and optimized over

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time.

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And so the makeup of the proto-pesona has four components to

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it. The top left-hand corner is simply a name in a sketch. It just

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gives us a wrapper to put around this in a name to call this particular persona.

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The top right corner is demographic and psychographic information

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about our target audience.

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This is demographic and psychographic information that is only relevant

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to the way. This customer would interact with our

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product. So for example, if the breed of

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dog that they own is relevant to the way that they wouldn't

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interact with a conference calling service, that's important and that goes here.

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But if it's irrelevant

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Then it doesn't need to go there. Only the things that would affect the way that they

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would use our product or service need to go in that top right-hand box.

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Now the real meat of the personas down in the bottom half and I'm left side, we talked about

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that particular, customers pain points, and their needs. What are the

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challenges that this customer has in our

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domain in our space? And on the right hand side, we talk about

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how we're going to address those needs. Now that could be

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that could be features or it could be broader statements about an approach or a vision

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statement. But our goal is to start to think about how we can apply these

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needs.

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Our goal is to create personas for Neo calling.

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And so together as a team, we're going to create two

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personas that could potentially use an online conference calling

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and media, sharing service. And so the way we're going to do this, I'm going to facilitate this

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exercise and you guys are going to help me out. The first thing I want to

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do is a team is, I want us to get an understanding together about who we

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think could potentially use an online conference calling

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and media sharing service. The type just generally broad level, who are

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the types of people.

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Could potentially use that service, just call them out executive.

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Exactly. Yeah. What else?

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Who else?

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We're teens were teams, like does it distributed teams and low? Or I can see

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both, but certainly, every time is distributed these days at least a little bit like a distributed

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teams. Okay, local and

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distributed, what else science clients? Okay,

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can you be a little bit more specific? It's a little bit broad. Um,

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I'm I'm thinking more of your, the

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not necessarily the business but the people that the business is dealing with

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Business has that business deal with clients and customers, okay? So a local

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customers, maybe we can dig in a little deeper into that in a second. Who else?

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Salespeople salespeople?

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Who

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else customer support? Customer support, perfect.

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What else?

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Who else uses online calling services and media sharing services?

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Families families. Very good.

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Couple more.

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Long distance relationships on distance relationships. That's a great one.

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Since relationships are not a person. I'm going to say long-distance lovers for

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this. What else? One more. Let's do one more recruiters.

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Very good.

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Anybody else? Any other thoughts?

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Okay, so our first exercise

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was simply to brainstorm a bunch of potential target

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audience members.

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Our next exercise is to figure out who we want to focus on

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first.

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And so we've diverged very quickly and now we're going to converge. And what we

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want to do is a team is pick two to fairly different ones

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so that we, so that we can discuss the different needs for the to

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that. We'd like to work on First and what I'd like you to keep in mind during this initial prioritization

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exercise is that, it doesn't mean that the six or seven that

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we don't pick are bad ideas, it just means we're going to

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pursue those first two customer types first, and if they don't

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work out,

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Don't exist, or they don't have a need for our service. We've got this terrific, backlog of ideas to

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go back to and say, you know what? Long-distance lovers didn't work out, we should focus on

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sales people,

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Now, in many situations, you may have a product owner or a product manager

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who makes this prioritization decision for you or you may come

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together as a team to say, we believe that focusing on these two people

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first, what makes a lot of sense. So as a team who do you guys want to work on, let's pick two

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that are fairly diverse for the for the sake of the exercise that we'd like,

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that. We think could be big adopters of our online conference calling

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and media sharing service.

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You guys want to work?

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Call went out its work teams and maybe families or teams again for teams and

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Families.

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What else salespeople salespeople, I think work teams and

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families can all can almost be too similar. Okay,

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why do you say that? Because I think if you're working on a team you're familiar with your

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team and the same way that you're familiar with your family and you've you kind of

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try to but you try to work together the same way of I guess a

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family would work together, okay? This is

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the emphasis in the vision statement and while I

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Probably identify a number of assumptions there, but they're there was an emphasis in

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there about trying to simplify the experience and often times if you

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have at least proceed differentiation for your business, you want to choose

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a segment that sort of has a problem that uniquely

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aligns to that it can't solve their problem in any other way and sales people spend are a

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lot of them who used teleconferencing, Services spent a lot of time using these

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tools and have sort of refine them fairly well. I'm

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imagining, perhaps,

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People like customer support where they're dealing in difficult situations with maybe non-technical

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people a tool like this might might be a good fit.

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Okay, right. So, go to the place that has the strongest potential

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demand, they need. Yeah. And, and, and it's great insight into kind of the

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other end of the call equation. Right? So we've got, when you start to think

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about these folks, but who are they talking to? Like, what could have could enable them to

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do their jobs better? What do you think?

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What would you like to focus first? Exactly is. Why executives?

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I think that they have a great need for conference calls and they spend a lot

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of their time working

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talking to people who are not in the same location as there. So, the

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need is immediate. Yeah, and they might not be as tech savvy,

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perhaps as others. Yeah, memorizing. All those 800

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numbers and long pins to get of the call could be a problematic,

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anybody else? Yeah. I like I like

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Customer support because you have two different types of users at the both ends of the

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line. Yeah. Like the norm experience clients probably

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and the experience customer service provide

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and yeah also families families.

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Okay.

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So I think in this case we've got a pretty broad so you can see immediately even as a team

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we've got a fairly broad distribution of who we'd like to focus on First. And so we need to make a

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decision so we can move forward and at least start to validate some of our thinking.

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So, for this exercise, I'm going to play the role of the product owner, or at least the decision-maker to move

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forward. And so it seems like customer support has a lot of interesting

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use cases and by and so, we'll do that one. And let's pick one that's radically

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different, or in theory and I think families,

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Is probably probably a good one to pick their to try to.

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So we'll have to dig into who, which member of the family were talking about. But let's start

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there. Okay, so we're going to customer support and families. Now again, it doesn't

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mean that these are bad ideas. It just means we're going to focus here. First,

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we're going to go and prioritize making over analysis. So let's start with customer support.

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Okay?

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We're going to draw these personas together. First and

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foremost, let's give our customer support person. A name, and it

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should be a name of someone that you don't know, and certainly not someone in this room because otherwise,

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it starts to take on the Personalities in the traits of that particular person. So,

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the name of our

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customer support person, pick a name,

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Jane, Jane, Jane. It is guys, give a chain

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All rights to Jane, and while I

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A perfect representation of Jane. If you could tell me how old

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you think Jane is,

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45 45. Okay.

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You guys agree?

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Yeah. Okay.

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Jane is 45 years old.

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And she's our, she's our customer service.

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Rep. Okay, let's talk about Jane,

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psychographic and demographic.

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Profile. What elements are important about the way Jane

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works. That would affect the way that she would interact with our service, right? Let's,

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let's let's start with perhaps by addressing what industry, she's doing. Customer service for

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software, we probably be getting software is a good place to start. Okay, let's yours in

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the software industry. Okay, what

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else

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Education level, for example.

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Bachelor's degree bachelor's. What does she have to do? You guys agree. You agree

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Bachelors. OK. What does have a Bachelors in does it matter?

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Will it affect the way that she uses the service? I

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wouldn't think that it would matter because I think sometimes customers

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work can be trained on a very focused product.

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About that. What else Tech savviness,

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things like that, what's important?

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She's a smart phone when you guys think.

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What's your level of understanding of Technology?

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It struck me that that it would have to be significant

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enough for her to be able to understand and what customers through

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software, right? So having a degree of

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Savvy there seems logical. Okay. So

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how do we categorize that? So she's Tech savviness to she

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talked about her experience with with specific devices. So does she have a

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PC at home? My desktop at home?

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Sumption is yes. Okay, going to Android / iPhone? Android / iPhone.

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Well, I was thinking iPhone / Android because we're using, you know, the

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iPhone to communicate with friends but not necessarily for work, okay?

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IPhones for friends and

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tablet, familiarity at all tablet that you have an iPad or a Nexus or

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I've had, I've had for watching movies rights

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and what does she do? All the other than the work that she's doing? So, let's

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assume that she's specialized. She understands the software that she's working

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in other than that. What does she do with her devices from a

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tech-savvy perspective? What does she actually use her devices for? So we talked about watching movies,

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we talked about communicating with friends, anything else reading reading.

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So so,

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Entertainment, movies entertainment,

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right? That's what she's using technology for mostly, right. Okay.

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Maybe news news, right? She's not

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She's not doing a software development and she's not heavy user

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social media, Facebook, Facebook, write

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V, place for all 45 year, olds to hang out these days.

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What else? What else is important that she's married or not married?

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She has kids or no kids. Is that affect the way that she would use this particular service?

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What about the users? Where are the users for her product? They nearby are. They

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distributed all over the internationally, nationally,

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nationally distributed? Yeah. Okay.

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Nationally distributed user base.

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What about any, any, any physical constraints, does she wear glasses that she have

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any other challenges carpal tunnel?

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Reading glasses. Yeah, reading glasses. Okay. Right. These are these are

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as you think about the assumptions about your customers might.

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Sometimes we forget about the physical challenges. If we're designing for a particular audience

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type, sometimes physical challenges, make a big difference in how we design and

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solve for their problems. Okay, let's move down here.

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Let's move to her needs. So, Jane is a customer service rep.

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She's a casual user of Technology. She's intimately familiar with the software that she's

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that she's helping support.

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And she's a nationally distributed user base, what are her needs when it comes to

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communicating with that user base?

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Either online or through real-time media sharing, what does she need to do?

246
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Easily connect with her customers easily connect with her customers. Yeah.

247
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What else?

248
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So their concerns in a timely way.

249
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Timely resolution. Yeah.

250
00:18:02,300 --> 00:18:02,900
What else?

251
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How to deal with a broad spectrum of sophistication of our users. Yeah, yeah.

252
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So there's there's a broad

253
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Spectrum.

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Of user sophistication.

255
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How does she solve? How does she typically solve people's problems

256
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and is that, is there a need there?

257
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She'd probably need to coordinate between multiple systems coordinate between

258
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multiple systems. Yeah.

259
00:18:59,300 --> 00:19:03,900
Okay, this is implied media sharing, right? So she's either sharing her

260
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own screen or vice versa, decline of sharing their screen, she needs to

261
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share

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screens.

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There's also existing tools that allow.

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People to take over other people's computers and I might be an expectation that she has control over the

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users systems.

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Are we assuming that the context of use for her is strictly

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limited to desk based?

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I'm asking I wish it were taking a guess so we can take whatever guess

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we want at the moment. But is our assumption is because she's customer

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service that she's doing this from a desk, whether it's a home office or it's a,

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yes, okay,

272
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I don't know that we can make that same assumption about the users, of course, right? Okay,

273
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so so what does that mean?

274
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Particularly, if the product that you supporting may or may not be desktop-based

275
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product, especially nowadays. Yeah.

276
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Okay. So we need some kind of mobile compatibility. We'll

277
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just leave it at that. We don't know what level yet. Okay.

278
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Shifting our Focus to the last quadrant. So we've got we've got who she is

279
00:20:24,200 --> 00:20:28,900
rough idea of her of her psychographic demographic profile. What her Mane needs are what are the types of

280
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things that we can help her with when it comes to her needs. So just to recap the knees,

281
00:20:32,700 --> 00:20:36,700
easily connect with, customers timely resolution, a broad spectrum of

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user sophistication. She needs to coordinate between multiple systems, she needs to share

283
00:20:40,600 --> 00:20:44,800
screens. She needs to take control of the user system and

284
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some level of mobile compatibility. What are the types of things that we can do for her?

285
00:20:49,100 --> 00:20:51,800
To help address some of these needs with our product.

286
00:20:53,900 --> 00:20:57,600
It's a being able to send invites send invitations, okay?

287
00:20:59,300 --> 00:20:59,900
What else?

288
00:21:00,800 --> 00:21:04,800
Well your dice Tufts or

289
00:21:04,800 --> 00:21:06,500
task prioritization?

290
00:21:08,500 --> 00:21:08,900
Okay.

291
00:21:10,100 --> 00:21:10,700
What else?

292
00:21:17,200 --> 00:21:19,500
We need some kind of cross cross platform.

293
00:21:22,600 --> 00:21:26,300
Ability, right? So this thing can run, at least at least in the client mode

294
00:21:26,600 --> 00:21:30,600
on an on desktop, right? So some kind of cross

295
00:21:30,600 --> 00:21:34,100
cross-platform compatibility, what else

296
00:21:36,700 --> 00:21:37,700
What else can we do for her?

297
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Screen sharing.

298
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Write it on there.

299
00:21:48,500 --> 00:21:52,600
And we can also add screen take over

300
00:21:53,200 --> 00:21:57,700
your screen control is my handwriting

301
00:21:57,700 --> 00:21:59,400
deteriorates. What else?

302
00:22:01,000 --> 00:22:02,000
Let's can we do for her?

303
00:22:05,100 --> 00:22:09,300
Text chat chat. I chat. Windows could be helpful.

304
00:22:11,600 --> 00:22:15,400
Right. Label it to run in the background so if she needs to do something else

305
00:22:17,000 --> 00:22:20,500
on in the background. Yep, terrific. Okay.

306
00:22:21,900 --> 00:22:24,100
This is a good start. Look, it's a start.

307
00:22:25,700 --> 00:22:29,900
At our guests about who we want to potentially Focus, Neo calling on and that's

308
00:22:29,900 --> 00:22:33,500
Jane, our customer service rep. The next one I want to do is our

309
00:22:33,500 --> 00:22:35,200
families one.

310
00:22:41,700 --> 00:22:45,900
Okay, now family is Broad, right? We didn't actually pick a person. So we need to get a little bit

311
00:22:45,900 --> 00:22:49,900
more focused when it comes to families. And so, who do we want to focus

312
00:22:49,900 --> 00:22:53,700
on in the family? Who's met, who's going to be

313
00:22:53,700 --> 00:22:57,700
the likeliest person in the family, to initiate these phone

314
00:22:57,700 --> 00:23:01,400
calls, or to use this type of service. Thank you, Mom

315
00:23:02,500 --> 00:23:05,900
apparently parents, because agree, new parent.

316
00:23:06,000 --> 00:23:10,900
New parent, terrific. Let's give our our, our parent, a

317
00:23:10,900 --> 00:23:11,200
name.

318
00:23:15,800 --> 00:23:18,100
Mary Mary. Okay.

319
00:23:22,000 --> 00:23:24,400
And how old is Mary while I draw her.

320
00:23:29,600 --> 00:23:33,800
However b737. She's a new parent agree with that.

321
00:23:35,900 --> 00:23:39,900
You guys agree with 37, new parent, might be a little younger though. 3/7 is an outrageous

322
00:23:39,900 --> 00:23:43,900
but like, I'm pretty to me. I would tend to agree with that. And so the question

323
00:23:43,900 --> 00:23:47,300
then becomes right? The question becomes, I'm going to put a new parent on here

324
00:23:47,500 --> 00:23:49,500
is, is there a fundamental

325
00:23:50,600 --> 00:23:54,900
Do we believe there's a fundamental change difference in the way that a 32-year

326
00:23:54,900 --> 00:23:57,400
old would use our product versus a 37 year old?

327
00:23:58,400 --> 00:24:02,200
If there is yes, if you believe, so then 32

328
00:24:03,100 --> 00:24:07,800
is it's worth debating between 32 and 37, right? But if you don't believe,

329
00:24:07,800 --> 00:24:11,900
so then maybe not. But you're saying yes, you believe that there is I think there

330
00:24:11,900 --> 00:24:15,400
is from personal experience. But okay, I don't want my personal experience,

331
00:24:15,400 --> 00:24:19,800
15 what we have to start somewhere, right? And so, and since we haven't done any

332
00:24:20,100 --> 00:24:24,300
any research yet, this is our first guess at who we'd like to

333
00:24:24,300 --> 00:24:25,000
Target.

334
00:24:26,000 --> 00:24:30,800
Because when we finish this, we're going to use these as recruiting targets. We're going to

335
00:24:30,800 --> 00:24:34,900
go find Mary. We're going to go find Jane. I'm going to make sure a

336
00:24:34,900 --> 00:24:35,900
that they exist.

337
00:24:37,000 --> 00:24:41,400
Right. Be that they have these pain points and then see that our

338
00:24:41,400 --> 00:24:45,900
Solutions help them in their world. And if any of those things are false, we go

339
00:24:45,900 --> 00:24:49,900
back. And we rewrite these and then we start that process again, okay?

340
00:24:50,000 --> 00:24:54,900
Mary's are new parents, she's 32 years old. Let's talk about her, psychographic and demographic information,

341
00:24:56,800 --> 00:24:57,600
Is she employed?

342
00:25:00,500 --> 00:25:04,700
Where does she stay home? What do you guys think? All right. 20 hours

343
00:25:05,100 --> 00:25:08,600
a week part-time. Okay. Part-time employee.

344
00:25:13,400 --> 00:25:16,000
Does it matter what she does? What does she do?

345
00:25:17,400 --> 00:25:20,000
Graphic design, graphic design. Okay.

346
00:25:22,900 --> 00:25:26,700
If at any point you guys disagree. This is the time to raise your hand and say, listen. I don't think that that's

347
00:25:26,700 --> 00:25:30,200
actually accurate or that's true. What else? So

348
00:25:30,800 --> 00:25:32,500
education, level level of Education.

349
00:25:33,900 --> 00:25:34,500
What we thinking?

350
00:25:36,200 --> 00:25:40,700
Masters. Yeah, okay. It's got a master's in

351
00:25:40,700 --> 00:25:41,200
design.

352
00:25:43,300 --> 00:25:44,100
Terrific.

353
00:25:49,100 --> 00:25:50,200
Tech savviness.

354
00:25:52,000 --> 00:25:56,900
It's a, if she's got a master's in design, she's probably pretty technically Savvy. Yeah.

355
00:25:57,000 --> 00:25:58,600
So she's Matt probably Mac User.

356
00:25:59,900 --> 00:26:00,300
Right.

357
00:26:03,800 --> 00:26:06,200
Tech savvy. Why is she?

358
00:26:08,200 --> 00:26:12,800
What's driving her to use any kind of online conference calling or media

359
00:26:12,800 --> 00:26:13,600
sharing service?

360
00:26:14,800 --> 00:26:18,500
If she's a part-time, mom, she's and are part-time

361
00:26:18,500 --> 00:26:22,700
employed. She's probably communicating with both her company and

362
00:26:23,100 --> 00:26:27,900
probably trying to share her experience with her family, right? Social

363
00:26:27,900 --> 00:26:31,800
parents in-laws, I'm going to say she's making

364
00:26:31,800 --> 00:26:32,700
mixed

365
00:26:33,900 --> 00:26:35,000
calls.

366
00:26:36,300 --> 00:26:38,700
All day, right? Some business.

367
00:26:40,000 --> 00:26:41,100
Some personal.

368
00:26:49,000 --> 00:26:53,500
What else? What else is important? So, when interesting challenge with this particular

369
00:26:53,500 --> 00:26:57,800
product is that it's multi-sided, right? So we've got users who

370
00:26:57,800 --> 00:27:01,900
are the recipient of the calls as well as the makers of the calls. And and while I think

371
00:27:01,900 --> 00:27:05,900
these personas are really interesting, I'm equally if not more interested in the people on the other

372
00:27:05,900 --> 00:27:09,200
end of the phone. I'm so calling in this particular circumstance,

373
00:27:09,900 --> 00:27:13,200
I'm thinking grandparents and they're the ones that are particularly if they're

374
00:27:13,400 --> 00:27:15,700
remote or the ones that are most.

375
00:27:16,500 --> 00:27:20,700
Wanting that media sharing, right? Right, what's that going to need some? So that's

376
00:27:20,700 --> 00:27:24,900
interesting, right? So there's this several ways to approach this first and foremost, is I

377
00:27:24,900 --> 00:27:28,500
say, let's talk about who she's calling. Right, let's start there. So

378
00:27:28,500 --> 00:27:32,700
she's calling grandparents calling calling new grandparents,

379
00:27:35,300 --> 00:27:37,100
which, which effects.

380
00:27:38,400 --> 00:27:39,000
Our.

381
00:27:40,700 --> 00:27:44,700
Our decisions down here the other the other way to push this to say you know what actually

382
00:27:44,700 --> 00:27:48,400
Mary maybe not shouldn't be the focus, our initial Focus, maybe we should actually

383
00:27:48,400 --> 00:27:50,500
dig into the grandparents instead.

384
00:27:53,600 --> 00:27:57,800
And that's okay, right. Because our investment in this particular Persona is

385
00:27:57,800 --> 00:28:01,700
about five minutes old at this point and it's made up of this and

386
00:28:01,700 --> 00:28:05,300
paper, right? So if through this collaborative

387
00:28:05,300 --> 00:28:09,800
assumption declaration process, we decide that this is not actually what we want to go

388
00:28:09,800 --> 00:28:13,200
first. That's okay, we can switch to grandparent and we can just do it again.

389
00:28:15,800 --> 00:28:19,800
So what do you guys think? Do you think there's more value in pursuing? Grandparents, first are sticking with Mary

390
00:28:20,700 --> 00:28:24,900
Mary seems similar enough to Jane that I would argue to move

391
00:28:24,900 --> 00:28:28,500
to grandparents and parents but what do you guys think? Grandparents Day

392
00:28:28,500 --> 00:28:32,900
sound. Less tech-savvy. Yeah so that's rep. More

393
00:28:32,900 --> 00:28:36,800
be killing suicidal. Okay. Alright so we're going to we're going to

394
00:28:36,800 --> 00:28:40,800
try grandparents and that's perfect. And that's okay, right?

395
00:28:40,800 --> 00:28:41,600
Because this is

396
00:28:42,800 --> 00:28:46,800
The amount of waste that we just generated is Trivial, we're

397
00:28:46,800 --> 00:28:50,700
just going to start again. And so, what is our while I draw? Our

398
00:28:50,900 --> 00:28:54,800
our grand. I'm just a grandmother. Is that? Okay, or do we want to do grandfather?

399
00:28:55,600 --> 00:28:59,800
I think grandfather might help because my father, okay, so while I draw

400
00:28:59,800 --> 00:29:02,900
our grandfather, can you tell me what his name is?

401
00:29:04,200 --> 00:29:05,900
Mike. Mike.

402
00:29:07,400 --> 00:29:11,800
Okay. And how old is Mike? Grandpa Mike 6868.

403
00:29:15,600 --> 00:29:18,000
Okay, terrific.

404
00:29:21,000 --> 00:29:22,300
Let's talk about Grandpa, Mike.

405
00:29:24,200 --> 00:29:28,300
What's he do? These days, you're tired, you're tired. Okay.

406
00:29:31,100 --> 00:29:35,500
And so how does he fill his days? Works on his lawn? It

407
00:29:35,500 --> 00:29:39,400
cleans. He works on his lawn all day. Okay, that's good though.

408
00:29:44,300 --> 00:29:45,600
How often does he talk to his family?

409
00:29:48,000 --> 00:29:52,100
Every day every day, does he initiate the call?

410
00:29:54,000 --> 00:29:57,100
I think it would be more of a once-a-week. Yeah. And

411
00:30:01,000 --> 00:30:03,400
I would think it would probably be a little bit less.

412
00:30:04,500 --> 00:30:08,700
Than once a day. Maybe twice a week. Okay, let's say

413
00:30:08,700 --> 00:30:09,500
twice a week.

414
00:30:10,900 --> 00:30:12,500
Twice a week, family phone calls.

415
00:30:13,700 --> 00:30:15,500
And what's Mike, what's Mike's?

416
00:30:19,800 --> 00:30:23,700
Tech savviness level, not very technical, not very technical

417
00:30:23,700 --> 00:30:27,900
feature phone or yes, just get an iPhone. What? Yeah,

418
00:30:27,900 --> 00:30:31,900
is he is it seemed to tablet world? Is he is he using iPhones? What

419
00:30:31,900 --> 00:30:32,600
do you guys think?

420
00:30:34,700 --> 00:30:38,600
Maybe, you know, a feature phone and a

421
00:30:38,600 --> 00:30:42,900
tablet but not a lot of computer. Yeah, I'm thinking feature phone

422
00:30:42,900 --> 00:30:45,900
and tablet as well. I think your phone

423
00:30:47,100 --> 00:30:48,000
tablet.

424
00:30:50,700 --> 00:30:51,800
Does he own a desktop?

425
00:30:52,800 --> 00:30:56,800
What do you think? Yeah, the desktop in

426
00:30:56,800 --> 00:31:00,900
Windows has a circus. Mm. Yeah. Outdated.

427
00:31:01,000 --> 00:31:04,000
Windows. XP makes sense.

428
00:31:05,600 --> 00:31:08,200
And how do you feel about technology in general?

429
00:31:10,900 --> 00:31:14,000
Somewhat frustrated. Yeah, frustrated by technology.

430
00:31:18,900 --> 00:31:19,300
Okay.

431
00:31:23,300 --> 00:31:27,700
Let's move on to his needs. What are his needs? What can we do

432
00:31:27,700 --> 00:31:31,800
for Grandpa Mike? You want to see his grandson wants to see his

433
00:31:31,800 --> 00:31:33,200
grandson. Absolutely?

434
00:31:33,400 --> 00:31:37,600
What else?

435
00:31:39,600 --> 00:31:40,600
What are his needs?

436
00:31:42,100 --> 00:31:43,200
That we can help with.

437
00:31:46,100 --> 00:31:50,700
Boston, Pat keep it easy. It is once that

438
00:31:50,700 --> 00:31:53,900
keep the experience easy, focus more on his

439
00:31:55,500 --> 00:31:59,900
Communication with this family, then actually connecting to them. All

440
00:31:59,900 --> 00:32:03,900
right, I'll be a little more technical than so. It's interesting. So sometimes you come up

441
00:32:03,900 --> 00:32:07,800
with these ideas that kind of bridge, both of these. So I what I was starting to

442
00:32:07,800 --> 00:32:11,400
write was a low-friction experience,

443
00:32:11,700 --> 00:32:15,900
right? That's actually it's more over here, right?

444
00:32:15,900 --> 00:32:19,800
Because that's that's the thing that we can create and so

445
00:32:20,100 --> 00:32:22,000
a low-friction experience.

446
00:32:23,000 --> 00:32:26,300
Gives Grandpa. Mike what serves? What need for him.

447
00:32:27,900 --> 00:32:31,800
Focus on the call rather than the tech, right?

448
00:32:31,900 --> 00:32:35,200
So he needs to focus on

449
00:32:35,200 --> 00:32:39,800
call rather than Tech. What else aren't Grandpa? Mike's

450
00:32:39,800 --> 00:32:43,800
needs might blow out the wants to see his grandkids a little bit

451
00:32:43,800 --> 00:32:47,900
more Insurance to he wants to interact with them. There

452
00:32:47,900 --> 00:32:48,600
might be

453
00:32:50,300 --> 00:32:54,900
Different experiences that he wants to have. Yeah, do more than just talk,

454
00:32:55,300 --> 00:32:58,400
right? See his kids grow up his grandkids grow, right?

455
00:32:59,300 --> 00:33:03,500
More than talk, what else has retired? He went he might want them

456
00:33:03,500 --> 00:33:07,700
mobile compatibility as well because he's

457
00:33:08,800 --> 00:33:12,800
so what does that give him? You know, he

458
00:33:12,800 --> 00:33:16,500
made he may be spending some time traveling, he may be spending some time at home,

459
00:33:18,300 --> 00:33:22,400
okay. So we're going to say that he travels a lot travels regularly.

460
00:33:27,600 --> 00:33:31,900
What else? You might be hearing or visually impaired. So, maybe the

461
00:33:31,900 --> 00:33:35,900
ability to have a high quality video, be

462
00:33:35,900 --> 00:33:39,600
able to zoom and just Crystal Clear audio, okay?

463
00:33:39,600 --> 00:33:41,900
So we'll just put wears glasses.

464
00:33:43,100 --> 00:33:45,900
okay, so so needs are

465
00:33:48,300 --> 00:33:51,000
Large targets. We want that in here.

466
00:33:55,500 --> 00:33:59,700
What are the needs? Does he have, right? Not just, not just technological with

467
00:33:59,700 --> 00:34:02,900
psychological. He wants to see his grandkids. He wants to watch them grow up.

468
00:34:04,000 --> 00:34:08,300
What else? Let's play games with him. Play games? Yeah.

469
00:34:10,800 --> 00:34:13,700
Is there anyone else that he's calling with this?

470
00:34:22,700 --> 00:34:25,600
One of the things I've certainly witnessed is a desire to have.

471
00:34:27,400 --> 00:34:31,400
His wife involved. So, mmm, okay. But shouldn't necessarily be an

472
00:34:31,400 --> 00:34:33,600
expectation that it's a wonder. One phone call.

473
00:34:35,900 --> 00:34:39,900
Paulie wife Nicole? Okay, great.

474
00:34:39,900 --> 00:34:43,600
So then how do we, how do we help them? So we always, we always start a couple of things we

475
00:34:43,800 --> 00:34:47,700
so his needs. Are he wants to see his grandkids? He wants to focus on the

476
00:34:47,700 --> 00:34:51,900
called rather than the technology actually wants to interact more with his grandkids more than

477
00:34:51,900 --> 00:34:55,900
just talk, maybe play games and he wants to involve his wife in the call. So

478
00:34:55,900 --> 00:34:59,500
we talked about low-friction Experience, mobile compatibility large

479
00:34:59,500 --> 00:35:03,900
targets. What else can we do for Grandpa? Mike, that helps them address some of these needs. Hi,

480
00:35:03,900 --> 00:35:04,700
Sam quality.

481
00:35:05,000 --> 00:35:06,600
Sound quality? Yep.

482
00:35:08,700 --> 00:35:09,400
What else?

483
00:35:16,500 --> 00:35:20,600
Voice recognition dialing so it's easier for them to just for

484
00:35:20,600 --> 00:35:22,800
styling. Yeah. Okay.

485
00:35:25,300 --> 00:35:25,800
so,

486
00:35:27,900 --> 00:35:31,700
we just came up with two potential Target audiences for Neo calling.

487
00:35:32,600 --> 00:35:35,500
How many of you think that we got these? A hundred percent, right?

488
00:35:37,600 --> 00:35:40,900
Right, how do you think we got these? A hundred percent wrong?

489
00:35:43,300 --> 00:35:47,900
Right. We're somewhere in the middle. And so the next step that we would take as a

490
00:35:47,900 --> 00:35:51,700
team was to go out and to find out if Mike and

491
00:35:51,700 --> 00:35:55,900
Jane actually exist. That's our first test if they don't exist. We got to

492
00:35:55,900 --> 00:35:59,500
come back and figure out what we've learned from that from those conversations and adjust

493
00:35:59,500 --> 00:36:03,400
that. Once we find out, if they exist, is where they actually have these

494
00:36:03,400 --> 00:36:04,000
needs.

495
00:36:04,900 --> 00:36:08,600
Whether our assumptions about what motivates them and what they need are

496
00:36:08,600 --> 00:36:09,300
actually true.

497
00:36:11,100 --> 00:36:15,900
And then finally whether our Solutions actually have value to them. So these start to serve as our

498
00:36:15,900 --> 00:36:19,400
initial recruiting targets and our job is to get out as quickly as we can

499
00:36:19,400 --> 00:36:23,900
and try to find these people. This is our first assumption that we're

500
00:36:23,900 --> 00:36:26,400
declaring, its personas.

501
00:36:28,500 --> 00:36:31,100
the next thing that we're going to declare our outcomes,