16. Getting started
Focus your research, agree a research aim.
Define your research questions.
Build your team.
Empower them: get skeleton key to your company.
Get your team some space.
Prioritise your research questions.
STEP 1
17. Creating research questions e.g. for returns
•What is the current experience like for customers?
•What are the typical valid and invalid reasons for
returns?
•What is the breakdown of these reasons? And
rate?
•Which channels? Rank them.
Getting started exerciseSTEP 1
19. Data accessSTEP 2
Find the data (locate and buddy up with BI).
Assess the data.
Organise and (rapidly) analyse the data.
Got answer, skip to next step.
If no answers, follow the money or invade IT.
20. Two mindsets…
Collection - just show me the numbers e.g.
• Total sales for a particular store versus another store
• Using Facebook Analytics to gather the geographical
source of fans
Patterns – making shapes in the data e.g.
• Reviewing customer services call logs
• Sales data versus CRM data versus audience survey
data – compare and contrast alternate sources
Data access analysisSTEP 2
22. Stakeholder powerSTEP 3
Gather the stakeholders and experts.
Run brainstorming workshops.
Assess channel projects.
Capture requirements and prioritise.
Add detail and re-prioritise.
23. Running stakeholder workshopsSTEP 3
Learn about stakeholder remits and how these will
impact on your plans.
Shared any findings you have gathered.
Discovered their project plans and understood their
priorities.
Assessed channel projects.
Captured requirements and prioritised them. Do this
with the group. Score against your project aim[s].
Start to win hearts and minds for your project.
24. Typical activities…
•Talk to your key stakeholders about your project and ask
them who the knowledge experts are
•Started to engage the knowledge experts
•Found those projects in-flight or coming up that will either
be blockers or you can lever for your project
•Gathered together your requirements. And prioritised them
Stakeholder power exercisesSTEP 3
26. Real customersSTEP 4
Recruit real customers – use your CRM / social
channels.
Survey them. Ask specific research questions.
Run qualitative tests e.g. phone interviews, co-
design workshops and usability testing.
Try to be structured in your research – it is important
to develop some robustness in your approach.
27. Some example activities…
•List the questions you would like to ask customers when
you survey them
•Turn your questions into a survey using an online survey
tool. Review and run it.
•Think of ways to run a co-design session with real
customers and which stakeholders should you also bring
along. Plan it out and list out unknowns or things you are
unsure about
Real customers exercisesSTEP 4
29. Operations – checking stuffSTEP 5
Engage operational staff.
Fill in the blanks in your findings with the staff.
Run brainstorming sessions with operational
staff.
Where possible, co-design with operational staff
(and customers).
33. Why build prototypes?
To be pragmatic: not to waste money building
something that won’t work.
Your omnichannel environment isn’t like anyone
else’s.
Rapid prototyping can light the way, tailored to you.
It will provide consensus and limit your risk.
35. Design & test. RepeatSTEP 6
Created a working prototype of the key
requirement(s).
Design the solution in collaboration with
stakeholders and/or users.
Test your prototype to see if it works.
Demonstrate your solution to the key stakeholders.
40. STEP 7
Share learnings – take the time to write up and
share your findings.
Get into dialogue and gain further insight.
Win hearts and minds – R&D works best in a
permissive culture where its value is understood.
Take the time to explain your findings and develop
converts.
Win hearts & minds
43. Method: more important than the seven steps
Be skeptical. The truth is always slightly to the left.
Do just enough. And build momentum.
Making mistakes means you’re making decisions.
Stay small, go guerrilla.
There are known knowns, known unknowns and
unknown unknowns – keep this in mind.
Don’t lead users, bloody listen!
My name is…
We run our practice JOYLAB in the UK.
I’d like to thank our hosts for inviting me over…
Once upon a time there was a Potter Teacher.
She decided to run an experiment.
She split her students into two group.
The first group she told them to make as many pots as they could over the year.
The second group she told them to make one perfect pot. They had a year.
Which group do YOU think made the better pot?
Now I’m not a potter, but this a really relevant to my talk.
I read a book recently – RIVERS OF LONDON
its like Harry Potter joins the Met police in London.
It’s a great WHODUNNIT.
But there lots I believe “actual” Police investigation techniques referenced.
This is one of them…
Now I’m not a policeman. Never have been. But in my job, this is exactly how it works for me…
What I do is User Experience Design – or UX.
What companies really want me to do is innovate.
This is what I want to talk about.
Why I’ve flown over from the UK.
To talk about a new way of designing retail for the consumer.
But how to innovate?
This talk is about an approach to this.
Our approach…
Things are shifting – and shifting fast.
When people walk into a store, they now expect all the ecommerce benefits. They think its like Amazon.
“You know who I am” “You have my data – its all joined up now right?”
No
This is what we’re designing for – and we’d better hurry up.
Because the retailers who are ready for this, or close, will be the winners.
This is taken from a project I worked on with Clarks.
This is what we want to be designing for.
This is where customer expectation is.
This is taken from a project I worked on with Clarks.
This is what we want to be designing for.
This is where customer expectation is.
You change and adapt. You innovate.
You learn
You prototype
And you use real users
Our way…
To learn through research. Prototype your design.
And get real users users to play with it.
In real environments.
From a 4 day hack to a 6 month R+D project
What it can really look like
OK – so step 1
Highlight the project sponsor
Further on research questions
It is critical that you become robust in your approach
AND don’t just rely on stakeholders and your own gut instinct.
Remain sceptical and be open to your assumptions being wrong.
Know that getting access to the data can take a while.
Invading IT – they often hold the keys. Carrot and stick / project sponsor
Don’t get hung up on analytical tools. If you’ve data scientists, great. If you’ve got your trusty spreadsheets, OK. Just start looking at the data
Listen, start to empathise.
Let them into your projects and ideas.
Skin in the game.
Review these as a team. If they are loose and not very detailed that’s okay. You just aren’t ready to continue. Do more research.
Let’s be honest, the Enterprise is a better ship with Kirk and Spock.
You too are about to go boldly forward into the unknown, so you want both Kirk and Spock onboard.
Kirk is qualitative research – he’s empathy, all human.
Spock is quantitative – cold, hard logic. He’s all about big data.
Don’t just use someone else data that was done two years ago for something else. Do your own research. Now.
Review these as a team. If they are loose and not very detailed that’s okay. You just aren’t ready to continue. Do more research.
Let’s be honest, the Enterprise is a better ship with Kirk and Spock.
You too are about to go boldly forward into the unknown, so you want both Kirk and Spock onboard.
Kirk is qualitative research – he’s empathy, all human.
Spock is quantitative – cold, hard logic. He’s all about big data.
Let’s be honest, the Enterprise is a better ship with Kirk and Spock.
You too are about to go boldly forward into the unknown, so you want both Kirk and Spock onboard.
Kirk is qualitative research – he’s empathy, all human.
Spock is quantitative – cold, hard logic. He’s all about big data.
When you start to dig, you will find holes. It’s the nature of research.
You need to make bridges too: research and design. Take the time to design solutions.
Create a prototype, something simple that demonstrates your solution in a way that you can both test and demonstrate.
Don’t just shares holes. Share solutions too.
Your omnichannel environment isn’t like anyone else’s. So many variables that together make your situation completely different to that of another retailer.
Highlight levels of:
Fidelity
Complexity
It can simulate a reality (the one your after).
You can play with it.
Test it.
Iterate it.
Help you accurately estimate the real solution.
So that’s it!
Our approach
But really its this – theMINDSET.
<ANCEDOTE>
This morning on the taxi ride to the airport, an AD came on the radio.
The ad was for some insurance.
The ad said 1/5th of new house buyers REGRET buying a house.
…
However, that also means that over 80% don’t regret buying there house.
…
You need to watch for your own CONFIRMATION BIAS in this. So be skeptical – especially of yourself.
So I ended up writing about the seven step process, where it fits in with the UX community and retail…
Make R&D part of your cost-base.
Learn – the landscape is continually changing.