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Denver Startup Week 2018: Just Enough Research

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Slides from Hillary Pitts' Denver Startup Week Session: Just Enough Research.

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Denver Startup Week 2018: Just Enough Research

  1. 1. Just Enough Research.
  3. 3. HEADLINE SPONSORS PARTNER SPONSORS MEMBER SPONSORS Granicus Hogan Lovells Meyer Law Photomadic Slifer Smith & Frampton Swiftpage AutoDesk Bradford, ltd CenturyLink City & County of Denver, OED Colorado House of Pod The Commons On Champa Cooley DCPA - Seawell Ballroom eTuk Ride General Assembly Hired.com Husch Blackwell ImageSeller Intelivideo Luna Gourmet Coffee & Tea Mass FX Media Nanno Netsuite Nordstrom OfficeScapes The Passport Program Peak Beverage Perficient Slalom Consulting Spectrum Test Double Verizon Wireless Workiva Xactly Zayo
  4. 4. Housekeeping Items 1 Hour or Less Questions at the End Available on SlideShare
  5. 5. Hi, I’m Hillary. I’m a Product Manager & Marketer based in Denver. I cooking, cryptocurrency, & cats.
  6. 6. Just Enough Research.
  7. 7. Background What is research? Why do we need research? Why is it worth investing in? Who should conduct it? Research Methods Quick & dirty versions of qualitative & quantitative research that can lead to clarity. How to mine for insights in the data when you’re strapped for time. Getting Started How to implement research components into your process without adding to timelines. 1 2 3 4 Synthesis
  8. 8. What is Product Research? Background Methods Synthesis Getting Started
  9. 9. When Should I Do Research? Background Methods Synthesis Getting Started
  10. 10. Credit: Interaction Design ‘17
  11. 11. Why Invest in Research? Background Methods Synthesis Getting Started
  12. 12. • User input helps build more inclusive product • Bugs can be identified & worked out before going into production You Are Not the User
  13. 13. • 0.08% of Snapchat’s user base purchased spectacles • Less than 50% of the already small portion of Snapchat’s user base that purchased kept using spectacles after 1 month • Stock price is down ~67% from opening price • Trying *again* with spectacles v2 Validate Before You Build
  14. 14. Gain Empathy
  15. 15. Who Should do Research? Background Methods Synthesis Getting Started
  16. 16. Designer Product Manager Research Analyst
  17. 17. What is Product Research? When Should I Do Research? Why Invest in Research? Who Should do Research? Background Recap Research helps create clarity & clearly define the problem, so you can design the best solution for the intended user base. Throughout the product design & development process, but especially at the beginning & throughout design. Build user-informed products that, as a result, are higher quality & more inclusive. Save money by proving (or disproving) ideas early on. At a minimum, the design team. Ideally, everyone from the team who has bandwidth to participate to some degree.
  18. 18. Research Methods & Hacks Background Methods Synthesis Getting Started The Quick & Dirty Version
  19. 19. UX - U = X User Experience User Experience
  20. 20. Meet with One Customer Each Week1 • Great for generative research & ongoing usability testing • Since you’ll likely be scheduling these in advance, you can bake in more pointed concept tests • If you have trouble recruiting customers, onboard new hires to your product and capture their thoughts/reactions
  21. 21. • Great for concept validation • Gives you more structured responses vs. open-ended interviews • Rather than send out a survey, you can host individual, moderated Kano sessions with 7-12 people that match your user profile Conduct a Quick Kano2 Credit: Smashing Magazine
  22. 22. • Great for evaluative research • Three ways to facilitate “attack the concept”: • Host a weekly meeting where you can share designs and get feedback • Post designs in a prominent, physical part of your office with sticky notes next to them for feedback • Maintain a dedicated Slack channel for feedback Facilitate Internal “Attack the Concept” Opportunities 3
  23. 23. Meet with One Customer a Week Conduct a Qualitative, Quick Kano Facilitate Internal “Attack the Concept” Opportunities Methods Recap Great way to get ongoing feedback for whatever concepts, features, & new designs you have. Helps to put more structure around a user interview & can add qualitative color to the responses you would typically get from this survey. If recruiting potential or existing users is not a viable option, hosting feedback sessions with team members (outside the core product team) can bring a fresh perspective.
  24. 24. Synthesis Background Methods Synthesis Getting Started Mining for Insight Gold
  25. 25. Skip the Note Taking
  26. 26. And if You Do Take Notes…
  27. 27. • If you’re short on time, have a discussion & takes notes on the key learnings to add to the product roadmap or backlog • If you have a ton to go through, put insights & evidence on sticky notes & group these into themes Debrief after Each Session
  28. 28. Keep Track of Themes in a Rainbow Sheet Use Empathy Maps to Share Digestible Summaries Host Debriefs after Each Session Synthesis Recap Rainbow sheets can create a visual representation of common themes & insights that come up across multiple interviews. Instead of sharing a bulleted list of notes, use an empathy map to communicate user feedback. For both large and small groups, schedule a debrief immediately following feedback sessions to ensure everyone heard the same thing.
  29. 29. Getting Started Background Methods Synthesis Getting Started Implementing Research into your process
  30. 30. 1 Start Passively Building Your Panel
  31. 31. 2 Build a Backlog of Your Assumptions & Hypotheses
  32. 32. 3 Participate in Other Research
  33. 33. Implement Passive Ways to Build your User Feedback Panel Keep Track of Hypotheses & Assumptions Participate in Research Hosted by Other Companies Getting Started Recap Use a callout on your website, social media, on boarding email, in-app messaging, & more as evergreen panel growth efforts. Maintain a shared repository of questions you want to get feedback on from users. Avoid circular conversations by adding questions to your testing backlog. Sign up for other company’s panels & one-off research opportunities to borrow ideas for your own recruiting process, expand your question bank, & get inspiration on how to improve your overall research practice.
  34. 34. Helpful User Research Tools
  35. 35. Thanks for Joining! Hillary@FullContact.com @hillstwitts