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Transforming Strategic Research Capacity through Democratization (Marjorie Stainback and Kelsey Kingman at DesignOps Summit 2019)

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Transforming Strategic Research Capacity through Democratization (Marjorie Stainback and Kelsey Kingman at DesignOps Summit 2019)

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Marjorie Stainback and Kelsey Kingman: “Transforming Strategic Research Capacity through Democratization”
DesignOps Summit 2019 • October 23-24, 2019 • New York, NY, USA
http://www.designopssummit.com

Marjorie Stainback and Kelsey Kingman: “Transforming Strategic Research Capacity through Democratization”
DesignOps Summit 2019 • October 23-24, 2019 • New York, NY, USA
http://www.designopssummit.com

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Transforming Strategic Research Capacity through Democratization (Marjorie Stainback and Kelsey Kingman at DesignOps Summit 2019)

  1. 1. TransformingStrategic Research CapacityThrough Democratization OCTOBER 2019
  2. 2. Copyright 1998-2019 FMR LLC. All Rights Reserved.2 More designers than researchers?
  3. 3. Copyright 1998-2019 FMR LLC. All Rights Reserved.3 Waiting for research?
  4. 4. TransformingStrategic Research CapacityThrough Democratization OCTOBER 2019
  5. 5. Copyright 1998-2019 FMR LLC. All Rights Reserved.5 Marjorie Stainback Research Operations Manager @marjoriesample Kelsey Kingman Senior User Researcher @keshiekay
  6. 6. Copyright 1998-2019 FMR LLC. All Rights Reserved.6 1946 FOUNDED
  7. 7. Copyright 1998-2019 FMR LLC. All Rights Reserved.7 iterative cross-functional sprints Agile
  8. 8. Copyright 1998-2019 FMR LLC. All Rights Reserved.8 4 business units
  9. 9. Copyright 1998-2019 FMR LLC. All Rights Reserved.9 24 domains
  10. 10. Copyright 1998-2019 FMR LLC. All Rights Reserved.10 70 initiatives
  11. 11. Copyright 1998-2019 FMR LLC. All Rights Reserved.11 450 scrum teams
  12. 12. Copyright 1998-2019 FMR LLC. All Rights Reserved.12 # researchers per designer
  13. 13. Copyright 1998-2019 FMR LLC. All Rights Reserved.13 14 days avg. intake to delivery
  14. 14. Copyright 1998-2019 FMR LLC. All Rights Reserved.14 Rogues teams going rogue or skipping research
  15. 15. Copyright 1998-2019 FMR LLC. All Rights Reserved.15 85% evaluative 2018
  16. 16. Copyright 1998-2019 FMR LLC. All Rights Reserved.16 formal : to make (something) available to all people : to make it possible for all people to understand (something) DEMOCRATIZE (verb) de·​moc·​ra·​tize | di-ˈmä-krə-ˌtīz
  17. 17. Copyright 1998-2019 FMR LLC. All Rights Reserved.17 8 hours 2 weeks 6 students/class EDUCATION ENABLEMENT Tool and user access 1:1 guidance from a user researcher +
  18. 18. Copyright 1998-2019 FMR LLC. All Rights Reserved.18 In less than a year
  19. 19. Copyright 1998-2019 FMR LLC. All Rights Reserved.19 125designers trained
  20. 20. Copyright 1998-2019 FMR LLC. All Rights Reserved.20 215studies launched
  21. 21. Copyright 1998-2019 FMR LLC. All Rights Reserved.21 15% 85% 2018 EvaluativeStrategic 15% 85%
  22. 22. Copyright 1998-2019 FMR LLC. All Rights Reserved.22 56% 44% EvaluativeStrategic 56% 44% 2019 (YTD)
  23. 23. Copyright 1998-2019 FMR LLC. All Rights Reserved.23 14 days avg. intake to delivery INTAKE DELIVER ANALYZERUNITERATEPLANSCHEDULE SCHEDULE
  24. 24. Copyright 1998-2019 FMR LLC. All Rights Reserved.24 INTAKE DELIVER ANALYZERUNPLAN 14 3 days avg. intake to delivery
  25. 25. Copyright 1998-2019 FMR LLC. All Rights Reserved.25 11 days faster
  26. 26. Copyright 1998-2019 FMR LLC. All Rights Reserved.26 Leverage and get the most of your existing team
  27. 27. Copyright 1998-2016 FMR LLC. All Rights Reserved.27 Program & Measurement Key Ingredients Pitfalls To Avoid
  28. 28. Copyright 1998-2016 FMR LLC. All Rights Reserved.28 Program
  29. 29. Copyright 1998-2019 FMR LLC. All Rights Reserved.29 # researchers per designer 14 days avg. intake to delivery 85% evaluative in 2017 & 2018, researchers spent most time on low-impact projects Rogues teams going rogue or skipping research
  30. 30. Copyright 1998-2019 FMR LLC. All Rights Reserved.30 If we teach product team members how to conduct research …then our average intake to delivery time will decrease HYPOTHESIS
  31. 31. Copyright 1998-2019 FMR LLC. All Rights Reserved.31 One method
  32. 32. Copyright 1998-2019 FMR LLC. All Rights Reserved.32 quick evaluativesupport geographically dispersed teams
  33. 33. Copyright 1998-2019 FMR LLC. All Rights Reserved.33 Product team members trained to create remote unmoderated usability studies DEMOCRATIZATION OF RESEARCH
  34. 34. Copyright 1998-2019 FMR LLC. All Rights Reserved.34 remote unmoderated usability studies responses in < 1 day QUICK EVALUATIVE identifies pain points SUPPORT digital tools & user panels
  35. 35. Copyright 1998-2019 FMR LLC. All Rights Reserved.35 remote unmoderated usability studies screen & voice recording think-aloud following test plan diverse user panel
  36. 36. Copyright 1998-2019 FMR LLC. All Rights Reserved.36 remote unmoderated usability studies measure usage
  37. 37. Copyright 1998-2016 FMR LLC. All Rights Reserved.37 Measurement
  38. 38. Copyright 1998-2019 FMR LLC. All Rights Reserved.38 Create measurement tools to establish magnitude of problem and track progress over time STEP 1
  39. 39. Copyright 1998-2019 FMR LLC. All Rights Reserved.39 Research Delivery Date INTAKE FORM Date Request Received REPOSITORY - = 14 days avg. intake to delivery
  40. 40. Copyright 1998-2019 FMR LLC. All Rights Reserved.40 # candidates & graduates # studies launched constructive criticism
  41. 41. Copyright 1998-2019 FMR LLC. All Rights Reserved.41 Define your desired outcomes STEP 2 DIRECTIONAL QUALIFIER (INCREASE/DECREASE) MEASURABLE OBJECT GOAL
  42. 42. Copyright 1998-2019 FMR LLC. All Rights Reserved.42 decrease MEASUREDIRECTION daysnumber of GOAL it takes teams to obtain user feedback
  43. 43. Copyright 1998-2016 FMR LLC. All Rights Reserved.43 3 Key Ingredients Shared Vision + Education + Validity
  44. 44. Copyright 1998-2019 FMR LLC. All Rights Reserved.44 Shared Vision researchers product managersdesigners + + stakeholders +
  45. 45. Copyright 1998-2019 FMR LLC. All Rights Reserved.45 “By training and empowering designers with the tools to envision and evaluate targeted hypotheses, Democratization of Research has accelerated the process to generate the customer feedback that we need to move forward both quickly and confidently in our agile environment. Instead of taking our best guesses, we are making data-driven decisions.” - Director of UXD HealthCare
  46. 46. Copyright 1998-2019 FMR LLC. All Rights Reserved.46 “What you go through is traumatic.” – A designer & graduate of the program
  47. 47. Copyright 1998-2019 FMR LLC. All Rights Reserved.47
  48. 48. Copyright 1998-2019 FMR LLC. All Rights Reserved.48 Education Build Analyze Report + ++ Identify
  49. 49. Copyright 1998-2019 FMR LLC. All Rights Reserved.49 Class1:Identify
  50. 50. Copyright 1998-2019 FMR LLC. All Rights Reserved.50 Class2&3: Build&Analyze Unmoderated remote testing tool
  51. 51. Copyright 1998-2019 FMR LLC. All Rights Reserved.51 Class4:Report
  52. 52. Copyright 1998-2019 FMR LLC. All Rights Reserved.52 Estimated Time Breakdown Prototype Identify Build Analyze 16 hours
  53. 53. Copyright 1998-2019 FMR LLC. All Rights Reserved.53 Validity Research buddy Repository checkpoint Presentation feedback + +
  54. 54. Copyright 1998-2016 FMR LLC. All Rights Reserved.54 Pitfalls
  55. 55. Copyright 1998-2019 FMR LLC. All Rights Reserved.55 Do test a pilotDo not schedule during holidays 1
  56. 56. Copyright 1998-2019 FMR LLC. All Rights Reserved.56 Do not allow unlimited signups Do limit the class to 6-7 students 2
  57. 57. Copyright 1998-2019 FMR LLC. All Rights Reserved.57 Do not forget to schedule time to implement the feedback Do seek out feedback 3
  58. 58. Copyright 1998-2019 FMR LLC. All Rights Reserved.58 Do not forget to have a kick off meeting Do encourage your designers to take on less work 4
  59. 59. Copyright 1998-2019 FMR LLC. All Rights Reserved.59 Other Discoveries Articulate purpose Communicate Plan to scale + + 5
  60. 60. Copyright 1998-2016 FMR LLC. All Rights Reserved.60 1. Create a plan 2. Decide how you want to measure 3. Build buy-in with shared vision 4. Test a pilot 5. Iterate and move forward Key Takeaways
  61. 61. Copyright 1998-2019 FMR LLC. All Rights Reserved.61 How can YOU transform your research capacity?
  62. 62. Copyright 1998-2019 FMR LLC. All Rights Reserved.62 When you empower others, you open up possibilities.
  63. 63. Copyright 1998-2019 FMR LLC. All Rights Reserved.63 Thank You Marjorie Stainback Marjorie.Sample@fmr.com @marjoriesample Kelsey Kingman Kelsey.Kingman@fmr.com @keshiekay

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