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e Empathy Cycle
Customer Insight Gets Rhythm
Andrea Moed
UX Research Lead
andrea@inflection.com
Learn
Design
Develop
Test
Release
Plan
When product development is iterative,
UX research needs to be, too!
plan
design
buildrelease
measure
repeat repeat...
Agi...
Internet startup
providing access
to “people information”
Agile development
teams
Culture of constant,
incremental
improve...
Research at this
company should...
Seize the moment when insights can
make the biggest difference
Support decision-making ...
TIME TO
CRASH
SOME MEETINGS
Sprint planning
Design ideation
Design review
Feature demoCheck in with
customer support
Analytics
review
Story time
relea...
Sprint planning
Design ideation
Design review
Feature demo
Check in with
customer support
Analytics
review
Story time
Deci...
Sprint planning
Design ideation
Design review
Feature demo
Story time
Decide (if & what)
Scope and plan
Look
ahead
Conduct...
focused research within sprints
makes room for broader questions across sprints
What does each team member
know about our customers?
What do they wish they knew?
Research should address both fast
and slow behaviors, and the motivations
and expectations behind them
How can I help the ...
During each sprint,
we observe and interpret
customer behaviors.
Across sprints, we learn motivations and expectations
Fills the gaps in customer
understanding
Builds a shared, yet changeable
vision of customers
Enables us to strategize from...
ank you.
Andrea Moed
UX Research Lead
andrea@inflection.com
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UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm

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Andrea Moed's presentation at UX STRAT 2013

Published in: Design, Business, Technology

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

  1. 1. e Empathy Cycle Customer Insight Gets Rhythm Andrea Moed UX Research Lead andrea@inflection.com
  2. 2. Learn Design Develop Test Release Plan
  3. 3. When product development is iterative, UX research needs to be, too! plan design buildrelease measure repeat repeat... Agile/iterative process:
  4. 4. Internet startup providing access to “people information” Agile development teams Culture of constant, incremental improvement Case study: Introducing UX research at Inflection
  5. 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. 6. TIME TO CRASH SOME MEETINGS
  7. 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. 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. 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. 10. focused research within sprints makes room for broader questions across sprints
  11. 11. What does each team member know about our customers? What do they wish they knew?
  12. 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. 13. During each sprint, we observe and interpret customer behaviors. Across sprints, we learn motivations and expectations
  14. 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. 15. ank you. Andrea Moed UX Research Lead andrea@inflection.com
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