creating a collaborative research & testing culture

1

Stop hoarding data!Creating a collaborative user research & testing

culture.

@JackieMagwire | bit.ly/

http://pixabay.com/en/elephant-skin-elephant-245071/

http://commons.wikimedia.org/wiki/File:African_Elephant_Trunk.jpg

http://www.wildlife-pictures-online.com/elephant-tail_kgr-0466.html

Picture of Moz event

Problems we faced as a growing organization

1

Problems we faced as a growing organization

Silos between teams

Lost empathy and understanding for customers

1

Problems we faced as a growing organization

2

Silos between teams

Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

2

Silos between teams

Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

4 Multiple perspectives

2

Silos between teams

Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

4 Multiple perspectives

2

Silos between teams

Increasing number of user research

avenues5

Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

4 Multiple perspectives

2

Silos between teams

Increasing number of user research

avenues5

Work with the people that interface with your

customer

Marketing

Team

Product Team

Help Team

Engineering

Team

Engineering

Team

Help Team

Product Team

Marketing

Team

# of Tickets?

Context

Context

What are we learning

about our competitors?

Context

What are we learning

about our competitors?

Are there problem

spaces that we haven’t

considered?

Context

What are we learning

about our competitors?

Are there problem

spaces that we haven’t

considered?

Do we have a holistic

picture of the info we’re

capturing?

Context

What are we learning

about our competitors?

Are there problem

spaces that we haven’t

considered?

Do we have a holistic

picture of the info we’re

capturing?

How do our customers

feel about our product?

Highlight Trends &

Insights

Support Research

Needs

Research Questions

25 minutes.

Problems

users are

having

Competitive

Insights

Use cases &

hacks

Problems

users are

having

Competitive

Insights

Use cases &

hacks

Currently being

worked on

Quick Fix

(content)

Follow-up

needed

Problems

users are

having

Competitive

Insights

Use cases &

hacks

Currently being

worked on

Quick Fix

(content)

Follow-up

needed

Much more streamlined

Actionable

No more randomization

Easier to dig into the details

Empathy

Engaged your

customer facing

channels

Engaged your

customer facing

channels

Turned them into

researchers

Engaged your

customer facing

channels

Turned them into

researchers

You’ve collected some

data & reported back

the outcomes

Engaged your

customer facing

channels

Turned them into

researchers

You’ve collected some

data & reported back

the outcomes

Collaborative Research and Testing Culture is DONE!!!!

Engaged your

customer facing

channels

Turned them into

researchers

You’ve collected some

data & reported back

the outcomes

Collaborative Research and Testing Culture is DONE!!!!

User Research &

Testing

• User Interviews

• Usability Testing

• Surveys

• Task Analysis

• Eye tracking

• Ethnographic studies

• Focus groups

• Card sorting

• Tree tests

• First Click tests

• 5-second tests

• Heuristic evaluations

So much user research….

Share everything you learn to whomever will

listen

Collaboration by participation

Set some ground rules for participation

1 Be curious, ask questions but don’t jump to conclusions

Set some ground rules for participation

1

2

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Set some ground rules for participation

1

2

3

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

Set some ground rules for participation

1

2

3

4

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

One facilitator, at least one notetaker

Set some ground rules for participation

1

2

3

4

5 Try to attend at least 2 tests in the loop

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

One facilitator, at least one notetaker

Set some ground rules for participation

1

2

3

4

5

6

Try to attend at least 2 tests in the loop

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

One facilitator, at least one notetaker

Disagreement is okay

Shared your data with

everyone in your

organization

Shared your data with

everyone in your

organization

Collaboration by

participation

User Research &

Testing