Chapter 4: Turn notes into decisions, lesson 6 of 7
Test your skills
Check what you learned in chapter 4. Four rounds: the key words, claims you can check, and the steps in order. Then all five lessons on a new bike-share case.
You have learned five things in this chapter. This lesson checks them, in four rounds.
The first three rounds are the key words, claims you can check, and the steps from notes to a decision. You meet each one on a bakery app. The last round uses all five lessons at once, on a bike-share app you haven’t seen. You get one score at the end, and you can try again.
Four rounds, one score
Skills test
28 questions in 4 rounds. Answer each one, then check it. Your score comes at the end.
Round 1 of 4
Which words fit?
Each one is a moment from Leah's bakery app. Pick the words that fit the gap.
Question 1 of 12
Leah labels each customer note: late cake, wrong name on the box. That's .
Tap a word, or drag it into the gap. Then check it.
She's labelling each note with what it's about.
Question 2 of 12
She groups the labelled notes on a wall, before naming the groups. She's made .
Tap a word, or drag it into the gap. Then check it.
Notes grouped by what they have in common.
Question 3 of 12
Every claim in her report leads back to a customer and a quote. That's .
Tap a word, or drag it into the gap. Then check it.
Anyone can follow each claim back to its source.
Question 4 of 12
People who order for an office, and people who order for a party, are two .
Tap a word, or drag it into the gap. Then check it.
Groups defined by what people do.
Question 5 of 12
A card for the office orderer, with every line traced to real customers, is .
Tap a word, or drag it into the gap. Then check it.
A picture of one segment, used to make decisions.
Question 6 of 12
Leah draws a customer's morning: browse, order, pay, collect, eat. That's .
Tap a word, or drag it into the gap. Then check it.
The stages of an experience over time.
Question 7 of 12
One customer has a serious nut allergy. Leah keeps her story, though she's the only one. She's .
Tap a word, or drag it into the gap. Then check it.
Rare, but serious. Keep it and name it.
Question 8 of 12
Leah's average order rose, but only because more offices joined. That's .
Tap a word, or drag it into the gap. Then check it.
The mix changed, not each customer.
Question 9 of 12
Leah surveys only customers who still order, and hears nothing from those who left. That's .
Tap a word, or drag it into the gap. Then check it.
She only studied the people who stayed.
Question 10 of 12
Staff must cut wait times, so they hand out cakes before they're boxed. That's .
Tap a word, or drag it into the gap. Then check it.
The number became a target, and stopped meaning what it should.
Question 11 of 12
Leah sums it up on one page: the finding, how sure she is, and the next test. That's .
Tap a word, or drag it into the gap. Then check it.
One page that turns research into a decision.
Question 12 of 12
She keeps the plan, notes and findings in one shared folder. That's .
Tap a word, or drag it into the gap. Then check it.
One place where anyone can check the work.
See the answers
- coding: She's labelling each note with what it's about.
- an affinity map: Notes grouped by what they have in common.
- traceability: Anyone can follow each claim back to its source.
- behavioural segments: Groups defined by what people do.
- a persona: A picture of one segment, used to make decisions.
- a journey map: The stages of an experience over time.
- an edge case: Rare, but serious. Keep it and name it.
- segment mixing: The mix changed, not each customer.
- survivorship bias: She only studied the people who stayed.
- Goodhart's law: The number became a target, and stopped meaning what it should.
- a readout: One page that turns research into a decision.
- a research repository: One place where anyone can check the work.
Round 2 of 4
Can it be checked?
Claims from Leah's report. Can someone check each one by going back to the notes? Put each card in its group.
Card 1 of 4
4 of 9 customers mentioned a late cake. Lou's was 40 minutes late.
Drag the card to a group, or tap a group. Then check it.
A count, and a named example with a number.
Card 2 of 4
Customers love the new boxes.
Drag the card to a group, or tap a group. Then check it.
Which customers? What did they say or do?
Card 3 of 4
Office orders fell after March, from 30 a week to 18.
Drag the card to a group, or tap a group. Then check it.
Two numbers you can look up.
Card 4 of 4
Most people find ordering confusing.
Drag the card to a group, or tap a group. Then check it.
Most of whom? Based on what?
See the answers
- Can be checked: 4 of 9 customers mentioned a late cake. Lou's was 40 minutes late.
- Can't be checked: Customers love the new boxes.
- Can be checked: Office orders fell after March, from 30 a week to 18.
- Can't be checked: Most people find ordering confusing.
Round 3 of 4
From notes to a decision
Put Leah's steps in order, from the raw notes to a decision.
First
- Put each note on its own card.
One note per card, so they can move.
- Label each card with what it's about.
Labels make the patterns visible.
- Group the cards, then name the groups.
Group first, name second.
- Count the people behind each group.
Not notes. One loud voice isn't a crowd.
- Write each claim with its source.
Every claim leads back to a person.
- Put it all on one page, with the next test.
The page that carries the decision.
Last
Drag a card up or down, or use its arrows. Then check your order.
See the right order
- Cards: Put each note on its own card.
- Coding: Label each card with what it's about.
- Affinity map: Group the cards, then name the groups.
- Count people: Count the people behind each group.
- Traceable claims: Write each claim with its source.
- Readout: Put it all on one page, with the next test.
Round 4 of 4
Use it all on a new case
6 questions on a product you haven't seen in this chapter. Say how sure you are each time.
Max runs a bike-share app. He interviewed 6 riders and looked at the app's numbers. Here's what he has.
- 12 notes from 6 riders. 8 of the notes are about broken locks, and they come from 2 riders.
- After a new map, rides per rider went up from 3 to 4 a week. The same month, a student discount brought in many students, who ride more.
- One rider uses a wheelchair bike, and can only use 2 of the 40 stations.
Question 1 of 6
8 notes, but only 2 riders. Count people, not notes.
Reread: Group the notes by what people did, in lesson 4.1See the answer
2. 8 notes, but only 2 riders. Count people, not notes. Reread: Group the notes by what people did, in lesson 4.1
Question 2 of 6
It's about what riders do. Daily riders use the locks far more.
Reread: Group people by what they do, in lesson 4.2See the answer
Riders who ride to work every day, and riders who ride at weekends. It's about what riders do. Daily riders use the locks far more. Reread: Group people by what they do, in lesson 4.2
Question 3 of 6
It's an edge case. Rare and serious beats common and mild.
Reread: The case that doesn’t fit, in lesson 4.3See the answer
Keep it and name it. It's rare, but serious.. It's an edge case. Rare and serious beats common and mild. Reread: The case that doesn’t fit, in lesson 4.3
Question 4 of 6
The mix of riders changed. Check each group on its own before you credit the map.
Reread: The same numbers, split, in lesson 4.4See the answer
Whether the students who joined ride more anyway. The mix of riders changed. Check each group on its own before you credit the map. Reread: The same numbers, split, in lesson 4.4
Question 5 of 6
Only people who stayed get the survey. That's survivorship bias.
Reread: Who’s missing from the numbers?, in lesson 4.4See the answer
People who stopped riding. Only people who stayed get the survey. That's survivorship bias. Reread: Who’s missing from the numbers?, in lesson 4.4
Question 6 of 6
It's something you could see in the riders themselves, and it would go against the finding.
Reread: Proves it wrong, or says who it’s for?, in lesson 4.5See the answer
We'd be wrong if riders whose locks never broke stop just as often.. It's something you could see in the riders themselves, and it would go against the finding. Reread: Proves it wrong, or says who it’s for?, in lesson 4.5
Done
Your score
Worth a second look
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