creating a collaborative research & testing culture
TRANSCRIPT
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Stop hoarding data!Creating a collaborative user research & testing
culture.
@JackieMagwire | bit.ly/
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Picture of Moz event
Problems we faced as a growing organization
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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
