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If you are not learning from your customers, you are not making the right decisions. If you don’t have customer feedback at every step of the journey, you’re not making something that fits user needs.
User Experience Research is Essential to Product Success
• Have convincing insights, with an embedded proactive researcher for teams
• Ensure research is reliable, credible, unbiased
• Monthly meetings to talk about the reseach we do and the results
• Implement standardized research methods
• Share all insights and research internally
• Tag-team with product owners and skateholders to share and evangelize
• Just do research to do research, rather than to check a box
• Be hyper-aware of the business we're in. Use metrics and process that business depend on to frame research
Proving Value - Do we really talk to our customers? Do we understand their needs?
• Empower teams to get close to the customer
• Have digital teams visit call center
• Watch parties + highlight reels
• Start with enticing competitor research, share across departments
• Empathy hour – internal goal, everyone spend x amount of time watching customers
• Spend an hour a month just to watch someone use your product – product owners and marketing managers
Drive empathy to product teams
Everyone needs to build customer empathy
Think about "empathy hours" that vary by role
Talk directly to customers
Observe people experiencing products, apps, messages
Shadow customer service /support
Visit customers where they are
Ongoing viewing parties
Exposure to empathy mapping
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Empathy makes you a better innovator. If I look at the most successful products we have created, it comes with that ability to meet the unmet, unarticulated needs of customers.
• Do research to do research, establishing baselines and building highlight reels
• Show compelling feedback and customer videos to stakeholders and business owners, not just tell them about UX
• Create a continuous feedback loop, for continuous discovery
• Doesn't have to be a big bloated process, no huge findings report but quick interviews
• Create alignment on customer problems within initial sprint planning phase
• Empower product owners to know and fully understand their users
• Include developers in discovery to build empathy and shared understanding
Next steps:
Methods:
Customer discovery doesn't have to be a prolonged process. Surface a new customer problem, validate an idea, or get feedback on a design concept within a few days
Direct
Indirect
UserTesting
Collect customer feedback and provide guidance to the most common marketing problems. A highlight reel of customer feedback is automatically generated. Do meaningful tests for meaningful results
Continuously do larger tests for larger intiatives and planning, show highlight reels and condense finding reports to UX Archetypes
Need to learn more
Uncovered a need to dig deeper
UX Archetypes
User needs
Learned about user needs
Punchlist
Everything that nees to be fixed
Success
Users love it
Actual problem
The user issue is really something else
Clear winner
This approach is preferred
No winner
Either approach is fine or equally poor
Some improvement needed
These are the tweaks
Death by 1000 cuts
Insult + Injury = Trainwreck
Retrospective
Understanding what happened to move forward
UX Research is storytelling that explains the problem space, targets the problem, and fast iterative testing. However, don't always tell the story, show the experience to stakeholders and business owners
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