How to UNDERSTAND your users?

It’s always a good question if your users will like your new products, if your solutions are what they need, or if you are talking to the right group of people. There are quantitative (market research like a survey - you get lots of data) and qualitative ways to find out, and I’m going to talk about the qualitative way in this article. You get less amount of data but more in-depth. And I’ll focus on user research - how you can really know your users.

Observation / immersion

If you’re not even sure about how to describe your users, like the target users are the group of people you usually don’t hang out with. Go to the place where you gather and observe them. For example, I went to a skate park and just watch people skating and how they interact with each other when I did a project at Skullcandy that focused on GenZ. Or we went to mosques to observe salah (with their permission) when we did a project about understanding Muslins.

in-depth interview

Conduct the interview at subject’s place gives us a chance to observe the details of her lifestyle and believes.

After observation, you might have lots of questions about why and how they do things. Gathering all your high-level questions, and recruit the people that fall in your target user groups. Compared to traditional interview - you ask one question, he/she answers, and go to the next question. We encourage you to use laddering techniques - asking “why”. Be curious about the details they say, and ask why they said that or made that decision. One technique I found useful is repeating the key words they said (to acknowledge what they said) and pause for a while (resist your temptation to talk!) It prompts them to explain more.

Shadowing

With the user’s permission, observe how they do things. Compared to the first section “observation”, this one can be in a private setting like at his/her own place, studio, or shop. Ask their permission to document what they do (often with a consent form to keep information confidential), and lay it out as a user journey.

An example of a user journey that was conducted at the Front climbing gym in SLC, Utah

If you’re interested in more details about User-centered research, here’s the link to free PDF you can download.

[INTERVIEW] Prioritize your recreational passion with Dan Noakes

I found Dan Noakes’ YouTube video of backcountry skiing 3 sisters in a day when I was living in Bend, Oregon. Out of curiosity, I found him on LinkedIn and connected with him. I wanted to know what he does for a living so that he can live a life that centers around skiing. I was very curious because I want to be able to snowboard on the days I want (aka powder day). He nicely accepted my invitation for interview and I’m really glad that we had a chat. Here’s his story-

Dan currently lives in McCall, Idaho and he’s a freelance animator. He actually studied accounting since all his neighbors were accountants - so he thought that’s the way to make money. When he was working at ski resort in college, he was depressed that he wouldn’t be able to ski that much after he graduated. Then he discovered “down patrol” backcountry skiing in Utah in 2011. At one point in his life, he decided to quit his job in SF and learned animation - on the way to his ideal lifestyle.

How do you market yourself and get job leads?

1. Referral basis (from old coworkers.)

2. Cold email and send them the portfolio. Search agencies that are looking for freelancers. Occasionally there will be direct client work, but most of his works are from agencies.

3. meetup.com organize his own motion graphic meetup every month, and ended up teaming up with great friends. Also started an online community on FB.

4. Personal email more than social marketing. Personalize my communication. Also be mindful that not being pushy.

The most challenging part for this lifestyle for him is comparing himself with other friends. Dan has felt no one understands how much work you actually do as a freelancer. There are lots of hours of work like budgeting, thinking, planning… He didn’t feel the approval from people. People thought he’s not responsible and the shame hurts. (This is his perception to his friends and family. )

How to create a mood board/inspiration board?

What is a mood board?

It’s a collage of images that helps you to communicate visual ideas like color tone/vibe/style/quality. Some people get confused with “reference images” - which are a collage of the images that look good in their eyes but the style does not necessarily align with each other. Creating a good mood board requires the sensitivity to the tone/composition/mood of the photography. It is recommended to have designer or photographer friends to give you critique on your mood board the first couple times.

Why do you need a mood board?

It helps to communicate your visual idea. A brand ID designer would create a mood board to express a brand’s look and feel. A good mood board can help you to get the photo style you would like when you hire a photographer.

Application of a mood board

1. persona

I created a persona mood board for Green & Black’s rebranding project.

An image says a thousand words. Sometimes after having a persona workshop with my clients, I’ll put together a persona mood board to visually present the target audience and to see if they agree.

2. Brand visual identity

The mood board I created for Swell Van. Co

If you have experienced working with a branding agency, you probably go through some exercises defining “brand purpose”, “brand pillars” or “brand attributes”. After verbally defining your brand, it’s important to use mood board to capture the visual side and make sure everyone agree this is what the brand should “look and feel like”. Mood board is usually where I drew color theme for the brand visual identity that can apply on logo, website, packaging design, social, etc.

3. Photography

Photographer: Lindsay D’Addato

Either you’re hiring a photographer for your wedding, family portrait, pets or products, it’s helpful to provide shot list and mood board. It will help them to understand what you want - the quantity and quality!

Where you can find photos (for internal usage):

• Unsplash: free stock images

• Pinterest

• Google

• Instagram
  
  

[INTERVIEW] Not afraid of losing anything with Chel Al

Today I got a chance to interview the owner of one of the best bakeries in Salt Lake City, Fillings and Emulsions, Adalberto Diaz. He’s originally from Cuba, and has been on a TV show, Food Network's Best Baker in America in 2017. In 2019, he initiated “Buy a muffin, help an immigrant” and raised $30,000 for immigrants to reunite with their families.

With his extraordinarily delicious pastry and good heart, I really want to get to know him and know how he started his business. Keep reading to find out!

Q: How did you start your first business?

A: I started baking since I was 9 years old and opened my first bakery in Cuba in 1997 (25yo). I came to the US in 2000 (28) and worked at different places for 13 years (hotels, restaurants university, etc) until I feel I’m ready to open one in the US. Opening a restaurant is more than just making food. You have to love the idea of opening a business more than you love yourself. It will consume your time. It’s like a baby it won’t let you sleep, it gives you nightmares... it all comes with a reward, as long as you’re willing to sacrifice your time. It’s very important that your family support you, otherwise it will be really hard.

Q: What motivated you to start your own business?

A: I’m very creative. Working for other people doesn’t allow me to be creative. it’s the freedom to have my creative outlet. I want to make this for this holiday and I can just make it. If I work for others, I have to present my ideas and ask for permission. Of course, when you have your own business, you lose a lot of your freedom. But if this is what you want to do, it’s what you want to do.

Q: How did you market the bakery at the beginning?

A: I started to post on FB 3 months before I opened it. I interacted with people on social platform and ask for their opinions like what flavors they like. I also have been on TV show and was a teacher at the University so people already knew me. I had students who wanted to work for me.

Q: When did you know that you were ready?

A: I spent 13 years learning different things while working in different places. I had industry network, suppliers, techniques, human resources, etc. Without that, it would have been harder. 

I’ve been obsessed with their guava pastry… growing up in Taiwan, I used to have guava every summer. I definitely miss this flavor, and I was surprised to find this at his shop!

Q: How was it opening your first shop? Was it profitable at the beginning?

A: It was really hard. I didn’t make any money for 6 months, and I had to pay my employees with my credit card. The first year, I only took home 13k. I ate meat pie almost every day (the leftover)… Even though “everything was ready”, it was still difficult.

Q: How did you keep motivating yourself this is going to work?

A: People who came to the shop really liked what we had. I set mini goals: it’s ok to make $300/day… maybe we make $600/day?! Setting those mini goals gives us incentives to keep going. If you set a big goal, it’s a long road to get there (and you get discouraged along the way.) if you set mini goals, you can pat your back every time you reach a goal and celebrate with the team.

Q: Weren’t you afraid?

A: I can’t tell you I was. It’s because where I came from. The only fear is I would lose everything, But I came from nothing. I know I would be fine. Worst comes to the worst, my employees would be able to get other jobs. I can find another job, like I did before. And that wasn’t too bad either. 

Chef Al looked at me and said this when I mentioned about my fear of failure… (Indeed, Asian culture does not encourage try and fail.)

Q: You were earning over 100k before when you were working at a nice restaurant, and only got 13k in the first year of your business. How did you deal with this difference?

A: I was doing this for me. It’s about your point of view. I’m ok if my business doesn’t work and go in debt. Why would I be afraid of being in debt? Everyone in the US is in debt! Even millionaires! Also do not care about what people are saying, even your family. Don’t let that get to you, because it will.

Chel Al describes his “nihilistic optimism”.

Q: What was the hardest part or challenges since you had your own business?

A: Choosing the right person to be your business partner. Make sure that every agreement has to be written down. I had to close the shop for 2 weeks at the first year because the disagreement with my business partners. I fired that person, and got another person to partner with me. The reason why I needed business partners was because I couldn’t get a loan from banks. Because of my skin color and I’m an immigrant. I couldn’t even get a loan after 3 years into the business even though it was sustainably growing 150% every year.

You can find him at shop at West Valley, Mon-Fri morning.

Q: What’s your advice for people who want to start their own business?
A: LEARN! learn everything that requires to run that business. A restaurant is not about making food. Food is big part of it but you need to know food cost, market relationship, price value, you have to learn what it takes to run a business not just the food. Also, people (consultants, agencies) will come to you to do service for you and take fee, and you’ll end up with nothing. Like I mentioned, it took me 13 years to learn. 

—-

Chel Al now has 4 shops in Utah. It came a long way since he opened his first shop in 2013- which was only 900 square feet. It got significant attention in 2015, and they had to move to bigger location. And it has been consistently growing and expanding. The secret of owning a successful business for him is good quality, good team, good people, support community.