user research full fat to lean
DESCRIPTION
Reporting on how user researchers are working and how this may have changed over the last 5 years Presented at Collaborate Bristol on 12/11/14TRANSCRIPT
USER RESEARCH: FROM FULL FAT TO LEAN BEN BYWATER
INPUTS 10 INTERVIEWS 30 SURVEY RESPONDENTS
(me) Client-side
Agency-side
75% had 10+ years experience.
6 survey respondents were also interviewees.
FORCES AT PLAY AGILE SQUEEZING TIME MORE ‘IN HOUSE’ UX MORE COLLABORATION CONTINOUS DELIVERY LEAN UX MINDSET MORE MOBILE NEW TECH & PACE OF CHANGE MORE DATA
HOW WE’RE RESPONDING BEING MORE PRAGMATIC HUSTLING FOR THE BIG PICTURE ADAPTING SERVICE OFFERINGS USING MORE INP[UTS MEASURING UX MORE GETTING OUT OF THE LAB & MAKING SENSE OF THE DATA SOCIALISING & MANAGING INSIGHTS BETTER
BEING MORE PRAGMATIC
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
BEING MORE PRAGMATIC
INSIGHT RESOURCE
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
BEING MORE PRAGMATIC THINKING ABOUT 5 YEARS AGO, IS THERE MORE, LESS OR THE SAME AMOUNT OF TIME TO DO THE RESEARCH?
MORE
LESS
SAME
0% 50% 100%
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
BEING MORE PRAGMATIC THINKING ABOUT THE LAST 5 YEARS, ARE YOU HAVING MORE, LESS OR THE SAME AMOUNT OF INFLUENCE ON THE FINAL PRODUCT OR SERVICE?
MORE
LESS
SAME
0% 50% 100%
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
BEING MORE PRAGMATIC
I FIND MYSELF PUSHING PEOPLE TO BE A BIT LESS IDEALISTIC AND A BIT MORE PRAGMATIC ABOUT WHAT THEIR TIME IS BEST SPENT ON.
RESEARCH MANAGER, CLIENT-‐SIDE
“
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
BEING MORE PRAGMATIC
THE LEAN MOVEMENT HAS DRASTICALLY CHANGED ATTITUDES. WE ARE ALL MORE ‘TRY AND LEARN’ THAN 5 YEARS AGO WHEN WE WANTED TO LEARN, THEN CAREFULLY LEARN. THE ADVENT OF THE MVP IS CAUSING US TO EVOLVE.
RESEARCH MANAGER, AGENCY-‐SIDE
“
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
BEING MORE PRAGMATIC
LEAN START-‐UP IS THE BANE OF MY LIFE! RESEARCH MANAGER, CLIENT-‐SIDE
“
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
BEING MORE PRAGMATIC
BEST PRAGMATIC METHOD AWARD: USER TESTING!
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
HUSTLING FOR THE BIG PICTURE
http://1hdwallpapers.com/wallpapers/big_city_view.jpg
HUSTLING FOR THE BIG PICTURE
http://1hdwallpapers.com/wallpapers/big_city_view.jpg
THINKING ABOUT THE LAST 5 YEARS, ARE YOU DOING MORE, LESS OR THE SAME AMOUNT OF STRATEGIC ‘UP-‐STREAM’ TYPE RESEARCH?
MORE
LESS
SAME
0% 50% 100%
HUSTLING FOR THE BIG PICTURE
http://1hdwallpapers.com/wallpapers/big_city_view.jpg
CASE STUDY: A REVOLT
HUSTLING FOR THE BIG PICTURE
http://1hdwallpapers.com/wallpapers/big_city_view.jpg
WE REBELLED! AND IN THE END THE PRODUCT OWNER TOLD THE HEAD OF DIGITAL “WE JUST CAN’T DO IT LIKE THAT. IT DOESN’T WORK… BASICALLY F*@% OFF WITH YOUR THEORY”… AND HE’S A NICE GUY SO HE SAID “DO IT HOW YOU WANT IF IT WORKS BETTER”. SO WE DID A ‘THIN SLICE’... TO MAKE SURE THE END TO END WORKED AND NOW WE ARE GOING INTO DEEP DIVES.
USER RESEARCHER, CLIENT-‐SIDE
“
HUSTLING FOR THE BIG PICTURE
http://1hdwallpapers.com/wallpapers/big_city_view.jpg
CASE STUDY: FIELD STUDIO
HUSTLING FOR THE BIG PICTURE
http://1hdwallpapers.com/wallpapers/big_city_view.jpg
BEST BIG PICTURE APPROACH AWARD: LEAN SLICES
ADAPTING SERVICE OFFERINGS
PIC BY TIM GEOGHEGAN
ADAPTING SERVICE OFFERINGS
PIC BY TIM GEOGHEGAN
AS COMPANIES HAVE GOTTEN SMARTER ABOUT DESIGN, AND RECOGNISED IT’S A COMPETENCY THEY NEED INTERNALLY, THEY’VE BECOME LESS COMFORTABLE OUTSOURCING IT.
“ PETER MERLHOLZ, ADAPTIVE PATH CO-‐FOUNDER
ADAPTING SERVICE OFFERINGS
PIC BY TIM GEOGHEGAN
AS COMPANIES HAVE GOTTEN SMARTER ABOUT DESIGN, AND RECOGNISED IT’S A COMPETENCY THEY NEED INTERNALLY, THEY’VE BECOME LESS COMFORTABLE OUTSOURCING IT.
“ PETER MERLHOLZ, ADAPTIVE PATH CO-‐FOUNDER
(IN SILICON VALLEY, ANYWAY)
ADAPTING SERVICE OFFERINGS
PIC BY TIM GEOGHEGAN
CASE STUDY: COACHING BY AN AGENCY
ADAPTING SERVICE OFFERINGS
PIC BY TIM GEOGHEGAN
I CAN LEAVE [THE CLIENT TEAM] TO IRON OUT THE INTERFACE LEVEL USABILITY THINGS, HAVING GOT THE BIGGER ISSUES OUT OF THE WAY... USABILITY IS BEING COMMODITISED.
“ USER RESEARCH, AGENCY-‐SIDE
ADAPTING SERVICE OFFERINGS
PIC BY TIM GEOGHEGAN
BEST ADAPTATION AWARD: COACHING IN HOUSE UX
USING MORE INPUTS
http://conwaycustom.com.au/workshop/586/
USING MORE INPUTS
http://conwaycustom.com.au/workshop/586/
I TEND TO HAVE TO CONSIDER MORE RESEARCH SOURCES PER PROJECT [THESE DAYS]. FOR EXAMPLE, STATS, ANALYTICS, MARKET RESEARCH DATA MINING, UX RESEARCH, DESK RESEARCH, INTERVIEWS WITH OTHER AGENCIES, TEAMS AND SOURCES.
“ USER RESEARCHER, AGENCY-‐SIDE
USING MORE INPUTS
http://conwaycustom.com.au/workshop/586/
THINKING ABOUT THE LAST 5 YEARS, ARE YOU DOING MORE, FEWER OR THE SAME NUMBER OF RESEARCH METHODS AND INPUTS?
MORE
LESS
SAME
0% 50% 100%
USING MORE INPUTS
http://conwaycustom.com.au/workshop/586/
MY PERCEPTION IS THAT USER RESEARCH AND CONSUMER INSIGHT OR MARKET RESEARCH ARE GOOD AT DIFFERENT THINGS AT THE MOMENT… WHAT I AM EXCITED ABOUT AT THE MOMENT IS THERE IS A LOT OF STUFF THAT IS CUTTING EDGE IN CONSUMER INSIGHT THAT I AM NOT HEARING ABOUT IN USER RESEARCH BUT IS ENTIRELY APPLICABLE.
“ USER RESEARCHER, AGENCY-‐SIDE
USING MORE INPUTS
http://conwaycustom.com.au/workshop/586/
CASE STUDY: CAMPFIRE (LONG TERM COMMUNITIES)
USING MORE INPUTS
http://conwaycustom.com.au/workshop/586/
BEST NEW INPUT AWARD: LONG TERM COMMUNITIES
MEASURING UX MORE
http://www.prodality.com/measurement-the-key-to-startup-success/
MEASURING UX MORE
http://www.prodality.com/measurement-the-key-to-startup-success/
THE MEASUREMENT OF UX EFFECTIVENESS WITH ANALYTICS IS BIG NOW.
“ USER RESERCHER, FREELANCE
MEASURING UX MORE
http://www.prodality.com/measurement-the-key-to-startup-success/
CASE STUDY: BOARD ROOM CATNIP
MEASURING UX MORE
http://www.prodality.com/measurement-the-key-to-startup-success/
IT WAS LIKE TOTAL CATNIP TO THEM BECAUSE … IT LET US JUMP FROM THE BIG PICTURE OF ‘THIS SERVICE HAS THIS ONE BIG CHALLENGE’ TO THE MINUTE DETAIL OF [HOW WE WERE FIXING IT].
“ USER RESERCHER, FREELANCE
GETTING OUT OF THE LAB & MAKING SENSE OF THE DATA
http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg
GETTING OUT OF THE LAB & MAKING SENSE OF THE DATA
http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg
IF THE COST OF EXTRACTING OUTWEIGHS THE VALUE OF EXTRACTION YOU’RE NOT GOING TO BOTHER. I PREDICT A DOUBLING DOWN OF QUALITATIVE AS THE MORE HOLISTIC APPROCH THAT GIVES YOU MOST OF WHAT YOU WANT IN A WAY THAT’S ACTIONABLE… IN THE SHORT AND MEDIUM TERM I PREDICT A GOLDEN AGE OF ETHNOGRAPHY.
“ HEAD OF RESEARCH, AGENCY-‐SIDE
GETTING OUT OF THE LAB & MAKING SENSE OF THE DATA
http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg
CASE STUDY: MORE DATA = MORE ETHNO
SOCIALISING AND MANAGING INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/
SOCIALISING AND MANAGING INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/
THE CORE RESEARCH PRACTICES ARE EXACTLY THE SAME [AS THEY WERE 5 YEARS AGO]. IT’S THE ANCILLARY STUFF THAT HAS CHANGED… THE BIG THING IS MAKING IS HAPPEN IN THE TEAM & KEEPING IT USER-‐CENTRED. 75% OF MY JOB IS COMMUNICATION.
“ HEAD OF RESEARCH, CLIENT-‐SIDE
SOCIALISING AND MANAGING INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/
WHAT TAKES MOST OF YOUR TIME AND ENERGY WITH USER RESEARCH?
ELICITING RESEARCH NEEDS FROM CLIENTS AND STAKEHOLDERS
PLANNING AND CONDUCTING THE RESEARCH
5 YEARS AGO TODAY
COMMUNICATING AND SOCIALISING THE INSIGHTS FROM THE RESEARCH
0% 50% 100%
SOCIALISING AND MANAGING INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/
THINKING ABOUT THE LAST 5 YEARS, ARE YOU GETTING BETTER, WORSE OR IS THERE NO CHANGE IN ‘MANAGING INSIGHT’?
BETTER
WORSE
SAME
0% 50% 100%
SOCIALISING AND MANAGING INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/ 0% 50% 100%
THE BEST WAY TO MANAGE INSIGHT IS TO MAKE SURE THAT LOTS OF PEOPLE TAKE PART IN THE RESEARCH SO THAT THEY ALL GET IT . “
HEAD OF RESEARCH, CLIENT-‐SIDE
SOCIALISING AND MANAGING INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/ 0% 50% 100%
THE BEST REPORT IS NO REPORT… THE BEST RESEARCH PROJECT IS NOT HAVING TO DO THE RESEARCH PROJECT. “
HEAD OF RESEARCH, AGENCY-‐SIDE
SOCIALISING AND MANAGING INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/ 0% 50% 100%
BEST ‘INSIGHT HOLDER’ (OTHER THAN PEOPLE): VIDEO!
THANKS @JAMMINJARJAM