Who's Using Our Product? A Story of Enterprise UX Research
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In the world of continuous improvement, there is a concept called ‘gemba’ – or the personal observation of real work happening in its real place. Within the oft-maligned enterprise software design space, accessing actual end-users can be extremely difficult... figuring out who's using our product can be seemingly impossible! As a user researcher, how do you gain an understanding of the current product and inform future design decisions? How do you navigate your way to meaningful insights? Within our own user research team at Intralinks, we have been figuring out ways to unlock access to the end-users of our enterprise file-sharing product. It has proved far more challenging than we expected. Here we aim to go beyond a list of cliché lessons by sharing our practical and tactical steps to: identifying customer ‘ownership,’ gaining access to customer information, gauging customer temperament, accounting for product strategy, accelerating learning, and more.
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Who's Using Our Product? A Story of Enterprise UX Research
- 1. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Who's Using Our Products? Mike Flynn Product & User Researcher Intralinks @mike_flynn A Story of Enterprise UX Research
- 2. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Enterprise applications often deliver less than desirable experiences.
- 3. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey UX research & design activities with both current and potential users could help reverse that issue.
- 4. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Assumption: Enterprises have easy, direct access to current users for research & design activities.
- 5. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Reality: Many enterprise product teams find it extremely challenging to access the people already using their products.
- 6. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Leads teams to take greater risks when building products—perpetuates solutions that are less effective (and less enjoyable).
- 7. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Perpetuates the status quo.
- 8. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey How might we enroll current users in the enterprise research & design process?
- 9. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Teams can “map” their way to the people using their enterprise products.
- 10. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Holy Cross Bentley University PTC Verizon IntraLinks SN PHBSDP 2000 2016 ? 2013 Startup Institute Babson College Babson College About Me Human Factors in Information Design MBA
- 11. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey About Mapping to Enterprise Users 1. Enterprise Buying Process Buyers vs. Users 2. Concept of “Gemba” Where the work happens 3. Building a Map to Enterprise Users Paths & Lessons Learned
- 12. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Enterprise Buyers vs. Users • Within an enterprise, there are multiple end users • Who do you need (want) to enroll? Source: “Major Sales: Who Really Does the Buying?” by Thomas V. Bonoma
- 13. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Concept of Gemba • Gemba: A gemba walk is the term used to describe personal observation of work – where the work is happening. The original Japanese term comes from gembutsu, which means “real thing.” It also sometimes refers to the “real place.” Source: https://www.isixsigma.com/methodology/lean-methodology/many-sides-gemba-walk/
- 14. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Where the Work Happens? • The concept of gemba stresses: • In-person observation • Where the work is being done • With the people and process in a spirit of Kaizen (“change for the better”) Source: https://www.isixsigma.com/methodology/lean-methodology/many-sides-gemba-walk/
- 15. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey How do we identify our users? How do we get to gemba?
- 16. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey (Problem!) Reality: Many enterprise product teams find it extremely challenging to enroll current users in the research & design process.
- 17. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Step 1: Get Introduced
- 18. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Sales Team Introductions Benefits • Already contact customers! • Insight into ‘friendly’ contacts • Opportunity for sales to start new conversations Challenges • Protective of customer interactions • Alignment (contacts, incentives) • Clearly articulating your ask • Time Project Example: Discovery Interviews
- 19. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Tips: How to Get to Gemba • Get feedback on your ask (reasonable?) • Start small (a few people, gain trust) • Be willing to work on their schedule • Involve the team in the research (e.g., interview guide, accompany in research)
- 20. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Step 2: Discover in Real-World
- 21. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Strategy from Product Mgmt. Benefits • Product management provides direction on who you are building products for and why! • Insight into most important people using product • Connections within your company Challenges • Don’t always have direct access to customers • Product strategies change— thus users change • Discovering in real-world risks time, accuracy Project Example: Product Design Personas (Interviews)
- 22. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Tips: How to Get to Gemba • Enroll product managers in the mapping process; as early and often as possible! • Dive deep into secondary research to inform discovery process (e.g., job titles, surveys, directional definitions) • Be willing to miss the mark—and try again
- 23. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Step 3: Raise of Hands
- 24. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Enable Users to Volunteer Benefits • Customer Success team invested in improving the product experience • Interact with people using your products • Process in-place to engage customers (e.g., surveys) Challenges • Finding the right system to use (e.g., existing vs. new survey, intercept in product) • Motivators to sign-up • Potential filter for ‘loudest voice in the room’ Project Example: Research Program (Online Form)
- 25. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Tips: How to Get to Gemba • Have a back-up plan for your back-up plan; multiple process / technology options • Make a compelling case to sign-up for product research program • Make it easy for users to say yes (simple sign-up) • Make it easy to get started on your side (e.g., spreadsheet)
- 26. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Step 4: Listen from Afar
- 27. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Observations with Tech Support Benefits • Real issues, real people • Tech support invested in improving the product experience • People calling seeking change for the better Challenges • Logistics (technical, legal) • Lack-luster listening period; similar issues, few issues • Potentially cranky! Project Example: Support Project (Live Calls)
- 28. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Tips: How to Get to Gemba • Advocate for the process and approach of UX research & design • Share empathy for all involved in the support process (i.e., care about your colleagues as well)
- 29. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Step 5: Make Educated Guesses
- 30. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Uncover Internal Knowledge Benefits • Business Analytics team has access to customer account info (e.g., contract value) • Skills to parse and present data sets Challenges • Don’t interact with customers • Data sets may need to be cleaned • Restrictions on use of data Project Example: Getting to Gemba! (Asking for Help)
- 31. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Tips: How to Get to Gemba • Clarify how you will (or will not) use the data • Be patient (systems, data sources, people) • Consider how you can use information to segment users for research & design purposes
- 32. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Step 6: Try to Meet Them
- 33. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Roadtrips with Field Marketing Benefits • Company relevant events identified • Physical space (e.g., booth) • Potential research program enrollment (e.g., business card) Challenges • Events may not align with research projects • May not want to add to existing outreach programs • Often biased towards sales efforts (e.g., leads) Project Example: Industry Conference (Concept Validation)
- 34. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Tips: How to Get to Gemba • Identify events already planned • Investigate audiences for the planned events • Try to schedule appointments ahead of the event • Have realistic expectations (timelines, logistics) • Stay on the radar (lost in organized chaos)
- 35. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Step 7: Reach Out!
- 36. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Outreach with Product Marketing Benefits • Already communicating with customers • Value the customer- focused storyline of UX Research • Systems already in place (e.g., email campaigns) Challenges • May not want to add to existing outreach programs • Often biased towards sales efforts (e.g., leads, renewals) • Formal processes for accessing or using systems Project Example: Contact Management (Online Survey)
- 37. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Tips: How to Get to Gemba • Pursue access (and permissions) for user lists • Explore opportunities to use / learn from existing company communications • Consider impact of leveraging marketing vs. end user segments • Stay on brand—but differentiate purpose of UX Research
- 38. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Sales Get Introduced Getting to Gemba Business Analytics Product Marketing Field Marketing Tech Support Customer Success Discover in Real World Raise of HandsListen from Afar Product Mgmt. Make Educated Guesses Try to Meet Them Reach Out!
- 39. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Individually, each step helps you better understand specific scenarios…
- 40. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Collectively, these steps help you pursue the real work.
- 41. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Get to gemba!
- 42. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=/270 Conference Survey: www.uxpa2016.org/survey Questions?
Hinweis der Redaktion
- Reasons:
- Reasons:
- Reasons:
- So, the question is how… My hope is that by sharing my experiences, and kick-starting this conversation,
- While it may be hard… I believe that...
- User Experience Researcher at Intralinks. We build web and mobile applications help people securely share and collaborate on high-value content – with a well establish customer base in the finance industry, and starting to break into other spaces I have experience working with and in start-ups as well as large enterprises. And I continue to burning the mid-night oil in the classroom… I’m excited for this opportunity to share some of my experiences... and to hopefully kick-start a good conversation.
- At times, one group will be more important than another… but identifying these categories will help down the line as you work with other groups and ask for help! It’s also important to consider the motivations and sources of power for these people...in terms of there willingness to extend their own time, effort, and insight to your product research and design.
- continuous improvement professional sometimes it is just as important to return to the foundations to further the path to mastery… focus on what really matters.
- These are inherently goals of UX Research as well… Observation: In-person observation, the core principle of the tool Value-add location: (as opposed to discussing a warehouse problem in a conference room) Teaming: Inter
- Get to that real place?
- Why is this hard? Differentiating between buyers and users Company culture – protecting a relationship or sale Industry dynamics – confidential information, Incentives – users not motivated by what you have to offer (money) Our UX Research team at Intralinks is carrying out a variety of activities with varied teams within our company, to try to piece together our own path to users.
- Inform design decisions around some product vision work A use case within the finance industry [think of a bank or finance shop working with state or federal regulators]. reach out to sales [beer!] Mid-level executive—someone with oversight over inside and field sales teams. Vet the idea at a high-level (do we have customers in this space) Unlock his teams to help connect the dots. Drafted descriptions of who we thought we were looking for…as well as our ask and use of the customer’s time. Educating the sales team about our research process. The internal and field teams each had ideas on possible customers. They made targeted introductions. And in the end, we were able to explore the use case with people who live it each day… but it took weeks longer than we expected and we had hoped to run more 2-3 interviews. So, a success that also reveals the challenges…
- To help us understand who is using our products To help product team empathize And to (hopefully) help our recruiting for research We are pursing personas. But, what happens when access to current users is challenging? Needed to augment the selection of customer references we did have Product management team sketch: industries, job titles, company size – employees and amount of business. With that information, we did a deep dive into secondary research. Scoured job listings, day-in-the-life career sites, industry surveys… Developed directional definitions as well as recruitment screeners. With the help of a professional recruiting shop, we were able to find people using our products out in the real world! And by interviewing them, along with non-customers, we were able to help the team get to know who they are building products for! We are in the process of wrapping up the designs now… so you’ll need to stay tuned for impact!
- There are multiple tools that enable people to volunteer for research Intercepting them from within your product to sending out email campaigns, or others in between. One simple example we’re trying at Intralinks follows the customer success surveys. When people complete a survey run by the customer success team they were arriving at a thank you landing page. In working with the customer success team, we’ve added a call-to-action for our UX Research program… along with an online form asking for starter set of information. The results have admittedly been low—but it’s still an important piece to mapping your way to the real work. Grand scheme – looking to bring multiple efforts together to find our way. It’s clear—need multiple methods to find your way.
- Our business was seeking ways to improve the support experience—not at all uncommon. One issue arose with respect to the information our support reps had on available when handling calls… and we needed to design a solution! The initial path working with our support reps. But we also extended that work to involve listening to live customer calls! That experience—of hearing real people, call about real issues—brings new connection to the people using our products. It also highlighted the types of people calling (industry, job title) and reasons they’re calling (assumptions on skill levels). Individually, the overall value of this live call information is limited. But when added into the context of other efforts…when added to your map, it can help piece together the path gemba.
- Not evaluating the support reps
- Given our own challenges in accessing the people who use our products, we reached out to the Business Analytics team to see if/how they could help! Generate reports based on customer business value, contract length, industry, typical use case for the product… all variations of information you’d find within databases like Salesforce! We are trying to use that information to make educated decisions about how we try to connect with our existing users—as well as representative non-users. Are there segments that make sense to focus on (top 5% of company’s based on financial value)? Maybe trial run with lower value customers (presumably less financial risk) ? Information is there. It may not be in the condition you expect. Asking for it and using it can help uncover where the real work is happening…
- Our team was looking to gather rapid feedback on designs. In previous roles, we had experience running research within conference environments…so we looked to existing events as a way to try to meet our users! We connected with the field marketing team to understand what events they had planned Pitch our research approach (starting w/ away from booth)! We scouted out the events already on the books… picked an event that seemed to hold potential…and did a deep dive into how to make it work. We were working with field marketing to understand their outreach plan (which involved ) We contacted the venue about possible spaces for research—even a corner of the lobby Access to attendee lists from previous years and the current registrations. It turned out the attendees were not in our end user roles (Enterprise Buying Process) We’re trying to navigate our way to the people using the products day in and day out…
- Just get a customer list you’ve been saying! Just get a list of email addresses and phone numbers! We agree. And we have worked through the team and technical challenges to pull a list of logins on our own. But we’re also working on how to use those lists… with consideration for how our UX Research efforts fit into outreach from sales, marketing, customer success, and others. Recently, we have used the list to reach out for rapid 3-4 question product surveys. And we’re working with the product marketing team to improve effectiveness of our outreach – including simple time-zone optimization and campaign monitoring.. Encounter challenges with opting in/out of communications. The combination of the actual survey data—such as insight into use of mobile apps—and research campaign data (geography, open rates based on last log-in) add elements to our own map.
- Who owns customer relationship (politics) Gain access to customer info (systems) Understand customer segments (databases) Assess customer temperament (tech support) Account (or discount) product strategy (product management) Generate awareness of research inside/outside organization (legal, event marketing) Accelerate learning to improve decision making (enterprise UX methods) Build trust internally as well as with customers (impact the business)
- or where you might turn next.
- Combining these various activities—and not thinking about each step or project in isolation is the key to finding your way to users and mapping your way to gemba (the place where real work happens)!
- Combining these various actitivities—and not thinking about each step or project in isolation is the key to finding your way to users and mapping your way to gemba (the place where real work happens)!
- Combining these various activities—and not thinking about each step or project in isolation is the key to finding your way to users and mapping your way to gemba (the place where real work happens)!