What's the Story? From Tactical to Strategic - Creating a Corporate Research Framework

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You have a research team. You sit in meetings. Your team is developing a healthy research repertoire, including usability testing sessions, stakeholders interviews, expert reviews, and even manage to cram in the occasional remote testing project. Things are looking good. You have a ton of insights coming in and the project teams are committed to applying the learnings in upcoming releases. But well-meaning stakeholders POs and PMs are still chasing quarterly objectives and you get the feeling the team is treading water and not advancing any real knowledge. Insights are unstructured, and it seems like you are running the same tests without developing any new major insights. The Wall of User Knowledge is upon you and you feel you haven’t even scraped its surface. How can your research become predictive rather than reactive? How can you model user behaviour and build your insights into a company-wide tool? In a nutshell, how do you move from tactical to strategic? This talk will focus on showcasing UX research transformation by showing different methods and tools to systematise insights and user knowledge into cohesive customer stories linked to experience streams. From note taking to advanced coding, from creating basic reference reports to developing a complete research framework, this talk will focus on the methods and structures that go into achieving a research delivery and modelling frame that can frame real user knowledge as a team narrative. Presented by Alberto Ferreira

Präsentationen & Vorträge

What’s the Story? From Tactical to
Strategic – Creating a Corporate
Research Framework
Alberto Ferreira

1. “Corporate” isn't a dirty word
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Company
Goals
Intrinsic goal:
Make more cash,
pasta, dough,
moulah.
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2018 www.uxpa2018.org #UXPA2018

Company
Goals
Extrinsic goal:
Fulﬁll a need.
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2018 www.uxpa2018.org #UXPA2018

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2018 www.uxpa2018.org #UXPA2018

!
Proﬁting (and by extent,
surviving) is the ultimate goal of a
company.
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But goals are not a strategy. And
they are deﬁnitely not a vision.
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First rule for
researchers:
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To do User Research means that you ARE in an
inﬂuential position.
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Nurture relationships.
Establish communication
channels.
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Stop soft-resetting business
knowledge with each successive
project.
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Narrow down the
burning questions.
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2018 www.uxpa2018.org #UXPA2018

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2. Overall
Framework
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Research is often dependent on
your product development
workﬂow.
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Prioritising research
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Research
Workstreams
!
Discovery and Ideation
!
Design Validation
!
Customer Knowledge
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Research
Workstreams
!
Discovery and Ideation
What to do next?
!
Design Validation
Test what has been built.
!
Customer Knowledge
Understand users better.
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Research Workstreams
!
Discovery and Ideation
→ Project Types:
Find behavioural triggers, new features,
product ideas
→ Methodologies:
Field study, diary study, user interviews,
workshops, focus groups
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Research Workstreams
!
Design Validation
→ Project Types:
Prototype feedback, site/app testing, IA
→ Methodologies:
User testing, competitive analysis,
analytics
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Research Workstreams
!
Customer Knowledge
→ Project Types:
Customer journey, segmentation, market
analysis
→ Methodologies:
Surveys, user interviews, workshops,
analytics
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3. Storing and
Sharing
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"The report is in progress..."
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Reports have a
limited shelf-life
and are inﬂexible.
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Rico 2018 www.uxpa2018.org #UXPA2018

Avoid locking
knowledge into
reports. Make it
granular, make it
ﬂexible.
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Rico 2018 www.uxpa2018.org #UXPA2018

Assess your target audience.
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!
Insights to
"
Planning to
#
User Stories
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Prioritisation
Insights are evaluated by stakeholders in
conjunction with UX research.
Prioritisation follows the product roadmap.
Further analysis or research may be requested.
Research has separate roadmap.
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How to Share Insights
System Pros Cons
Powerpoint Good design and export Poor ﬁndability
Google Slides Excellent for
collaboration
Poor ﬁndability
JIRA Good ﬁndability Overhead for data input,
poor export, limited for
presentations
Conﬂuence Excellent for project
documentation
Very limited ﬁltering
features
Evernote Good collaboration, low
barrier
No design possibilities,
low ﬁndability
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We needed a relational database
to cross-relate insights.
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Insight/Nugget Chunking
⚠
Recommendation
Changes to be addressed and evaluated.
ℹ
Observation
Positives and negatives that do not necessarily
warrant action.
!
Customer Knowledge
Qualitative information on segments, patterns of
use, habits.
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Insight Structure
Insight Title
→ Insight Description
→ Insight Category
→ Study Title
→ Nugget Type
→ Platform
→ User Impact
→ Flow Point (if applicable)
→ Quotes
→ Attachments
→ Themes
→ Related Insights
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Active Testing
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Active Testing
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Mapping Insights
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4. Workﬂow: Fitting Everything In
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Share often. Share early.
Build understanding until you go
into debrief mode.
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Measuring and Testing
→ A/B Testing
→ Conversion Metrics
→ User Surveys (in-page, C-
Sat, and NPS)
→ Sentiment analysis
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Rico 2018 www.uxpa2018.org #UXPA2018

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Deﬁne metrics
based on the user.
Avoid the
conversion dogma.
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2018 www.uxpa2018.org #UXPA2018

Conclusion:
What's the story?
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Research without consequence
and engagement is stillborn.
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Be careful about attaching ROI to
research.
Use quantitative + qualitative metrics.
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User research is a project activity,
not just a department or team.
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Research is not a science.
It's a method to reduce risk.
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Deﬁne your own research
framework based on the
company's goals and needs.
And have a clear communication
strategy.
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Show's over. Time to chat.
@SententiaWorld
alberto@sententia.world

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UXPA 2023 Poster: The Two Tracks of UX Under Agile: Tactical and Strategic

UXPA International

User experience can be drastically elevated by combining data science insights with user-based insights from research. Data analytics on its own can make themes and correlations difficult to explain and to provide accurate recommendations. For example, themes identified via large global surveys and usage data can be better understood with UX insights from focused user research, such as user interviews and/or cognitive walkthroughs. This presentation will highlight the complimentary nature of data science and UX and will focus on the benefits of bringing the two disciplines together. This will be buttressed with practical examples of enterprise projects and applications that combined data and skills from the two disciplines, guidance on how the two disciplines can better work together, and the skills needed to improve as a UX professional when working with data science teams.

UXPA 2023: Data science and UX: Smarter together

UXPA International

Users do not always accurately describe what they mean or feel. There are many reasons for this, ranging from politeness to poor introspection, to lack of sufficient technical vocabulary. Fortunately, UX researchers have tools in their trade to deduce what was really meant. We call this UX Fracking, a mixed methods approach that is optimized for extracting hidden user insights. We will illustrate the dangers of inadequate, superficial research, and how this may lead to outcomes incapable of addressing the users’ core issues. We will explore ways to avoid these pitfalls by leveraging mixed research methods to test hypotheses about the users’ intent and needs. This starts with a thorough understanding of who the user is, their goals, and how they work today, to an approach that combines surveys, interviews, and comment analysis with behavioral observation, and finally, validating the newly discovered user insights with the users themselves.

UXPA 2023: UX Fracking: Using Mixed Methods to Extract Hidden Insights

UXPA International

UXPA 2023 Poster: Are virtual spaces the future of video conferencing?

UXPA International

This session walks through the concept of user roles as an alternative to personas as a means to generate and disseminate user insights for product development teams. We will describe the tools and methods used to create a research database organized by user roles, along with examples and short exercises to help attendees think through user roles within their own context. By the end of the session, attendees should be aware of tools and approaches for: Organizing user research information in a database Disseminating user role information to product and design teams Managing a user roles database as part of a long term UX Research program If you’re ready to ditch personas but don’t know how, this session is for you!

UXPA 2023: Learn how to get over personas by swiping right on user roles

UXPA International

We will present a case study that details our approach for replacing user personas with user roles for a multi-national SAAS company. We will take the audience on a journey that starts with an executive request for personas, travels through the tribulations of realizing personas suck, and concludes with convincing others to accept a new and innovative way to understand the people who use the product. Our key message is that personas lack real value for organizations that already understand the importance of empathizing with users. Building user-centered products requires easily accessible and well organized user insights. We will discuss defining users through a process of stakeholder consultation and content review, and structuring data around Jobs to Be Done and product interactions. We will also discuss the dissemination of user roles in our organization using relational databases, interactive dashboards and online wikis. Spoiler alert, our stakeholders loved user roles!

UXPA 2023: F@#$ User Personas

UXPA International

UXPA 2023 Poster: Pocket Research Guide - Empower your Solution and Foster Cu...

UXPA International

Agile Methodology refers to software design and development methodologies centered around the idea of iterative design and development, where requirements and concepts evolve through collaboration between self-organizing cross-functional teams. Thus, Agile enables teams to deliver value faster, with greater quality and predictability, and greater aptitude to respond to change. With evolving product features every design sprint, designers & researchers find it difficult to follow the design process. This sometimes leads to designs delivered in haste or sub-par design artifacts which result in UX debt. UX debt is accumulated when design teams take actions or shortcuts to expedite the delivery of a piece of functionality or a project which later needs to be refactored. It is the result of prioritizing speedy delivery of design to the development team over a perfect experience journey. Experience Maps is a great tool to practice UX in Agile as well as manage UX Debt.

UXPA 2023: Experience Maps - A designer's framework for working in Agile team...

UXPA International

UXPA 2023 Poster: Atomic Research in Practice: Using a Feedback Repository to...

UXPA International

UXPA 2023 Poster: Leveraging Dial Testing To Measure Real-Time User Frustrati...

UXPA International

How to build a UX Department from scratch, in an environment they think UX people do social media posters and posts! An agile implementation just started, and people are moving from a waterfall and ad-hoc mindset to agility. In this session, I will talk about my Journey to establish a UX Department for a company that is part of a global brand, but this local branch just started the digital transformation movement. Challenges like: spreading awareness and educating people about UX, hiring the right team, defining the right team structure, establishing workflow and day-to-day operations, and applying localization (non-western culture).

UXPA 2023: UX Enterprise Story: How to apply a UX process to a company withou...

UXPA International

I started my current job in March of 2020. Many of us remember something clearly about the month that COVID started to shut things down. I remember being surprised to hear that my new on-site-only job would be starting in my living room over zoom. How do you lead a design team when none of the team members live near each other and creativity is highly collaborative? Taking from over a decade of working in HR software, I knew whatever I did needed to put people first. That what employees love about a job is often deeper than the work, it’s the culture, the relationships and people they work with. It’s the feeling that their work has value, and their contribution matters. In this talk I will walk though some of the rituals and best practices I have learned over the last two years building a remote-first creative team.

UXPA 2023: High-Fives over Zoom: Creating a Remote-First Creative Team

UXPA International

As humans, we are biased by design. Our intricate and fascinating brains have developed shortcuts through centuries of human evolution. They reduce an unimaginable load of paralyzing decisions, keep us alive, and help us navigate this complex world. Now, these life saving biases affect how we behave with modern technology. Understanding some of the theories and reasons why these biases exist is the key to unlocking their power. In this workshop we will cover some theories around how the brain works. We will review some of our mental shortcuts, take a look at some common biases, and learn how they affect our users, our research, and our designs. Lastly we will review some advantages of biases, and ways to identify and reduce bias. This workshop is targeted for designers who do their own research, and researchers looking to learn more about removing bias from their studies.

UXPA 2023: Behind the Bias: Dissecting human shortcuts for better research & ...

UXPA International

UXPA 2023 Poster: Improving the Internal and External User Experience of a Fe...

UXPA International

UXPA 2023 Poster: 5 Key Findings from Moderated Accessibility Testing with Sc...

UXPA International

Are you new to UX management, or thinking of getting into management? Then this talk is for you. After reading countless books, attending countless trainings, mentoring and being menteed, nothing quite prepared me for management like my first year. I’ll share with you what I wish they’d told me. I’ll also share my process for generating team research roadmaps, establishing team values, keeping employees motivated, and not burning out.

UXPA 2023: Lessons for new managers

UXPA International

Join us for an interaction design case study from the automotive industry. We created a Human-Machine Interface (HMI) for a vehicle feature that provides household-levels of power in electrical outlets for our customers to use at work and play. This case study will reveal: · Our debate of re-using version 1.0’s HMI vs designing a new user interface for the electric vehicle—when to break with consistency and why? · User research we conducted to guide our early design concept. · Paper prototypes we created to support our usability testing of the concept with vehicle owners. · How we solved internal debate over the interaction design in moving from internal combustion vehicles to electric vehicles. * Advice to help you evangelize user-centered design that is also brand-centered for a new product.

UXPA 2023: Redesigning An Automotive Feature from Gasoline to Electric Vehicl...

UXPA International

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