UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm

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Andrea Moed's presentation at UX STRAT 2013

Andrea Moed's presentation at UX STRAT 2013

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  • 1. e Empathy Cycle Customer Insight Gets Rhythm Andrea Moed UX Research Lead andrea@inflection.com
  • 2. Learn Design Develop Test Release Plan
  • 3. When product development is iterative, UX research needs to be, too! plan design buildrelease measure repeat repeat... Agile/iterative process:
  • 4. Internet startup providing access to “people information” Agile development teams Culture of constant, incremental improvement Case study: Introducing UX research at Inflection
  • 5. Research at this company should... Seize the moment when insights can make the biggest difference Support decision-making every cycle Feed the product roadmap across cycles
  • 6. TIME TO CRASH SOME MEETINGS
  • 7. Sprint planning Design ideation Design review Feature demoCheck in with customer support Analytics review Story time release When does the team... Agree on requirements? Explore proposed solutions? Commit to a design?
  • 8. Sprint planning Design ideation Design review Feature demo Check in with customer support Analytics review Story time Decide (if & what) Set expectations Scope and plan Share findings Consolidate learning Revisit the roadmap Conduct research release Cycle Example 1
  • 9. Sprint planning Design ideation Design review Feature demo Story time Decide (if & what) Scope and plan Look ahead Conduct research release Cycle Example 2 Design review Conduct research Share findings
  • 10. focused research within sprints makes room for broader questions across sprints
  • 11. What does each team member know about our customers? What do they wish they knew?
  • 12. Research should address both fast and slow behaviors, and the motivations and expectations behind them How can I help the customer accomplish her goal? - Interaction Designer Why did the customer do this, not that? - Marketer
  • 13. During each sprint, we observe and interpret customer behaviors. Across sprints, we learn motivations and expectations
  • 14. Fills the gaps in customer understanding Builds a shared, yet changeable vision of customers Enables us to strategize from empathy Customers feel anticipated and recognized In an iterative world, UX research...
  • 15. ank you. Andrea Moed UX Research Lead andrea@inflection.com