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User research full fat to lean

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Reporting on how user researchers are working and how this may have changed over the last 5 years

Presented at Collaborate Bristol on 12/11/14

Published in: Design
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User research full fat to lean

  1. 1. USER RESEARCH: FLREAONM FULL FAT TO BEN BYWATER
  2. 2. INPUTS 10 INTERVIEWS 30 SURVEY RESPONDENTS (me) Agency-side Client-side 75% had 10+ years experience. 6 survey respondents were also interviewees.
  3. 3. 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
  4. 4. 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
  5. 5. BEING MORE PRAGMATIC http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
  6. 6. BEING MORE PRAGMATIC INSIGHT RESOURCE http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
  7. 7. 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/
  8. 8. 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/
  9. 9. 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/
  10. 10. 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/
  11. 11. 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/
  12. 12. BEING MORE PRAGMATIC BEST PRAGMATIC METHOD AWARD: USER TESTING! http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/
  13. 13. HUSTLING FOR THE BIG PICTURE http://1hdwallpapers.com/wallpapers/big_city_view.jpg
  14. 14. HUSTLING FOR THE BIG PICTURE 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% http://1hdwallpapers.com/wallpapers/big_city_view.jpg
  15. 15. HUSTLING FOR THE BIG PICTURE CASE STUDY: A REVOLT http://1hdwallpapers.com/wallpapers/big_city_view.jpg
  16. 16. HUSTLING FOR THE BIG PICTURE 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 “ http://1hdwallpapers.com/wallpapers/big_city_view.jpg
  17. 17. HUSTLING FOR THE BIG PICTURE CASE STUDY: FIELD STUDIO http://1hdwallpapers.com/wallpapers/big_city_view.jpg
  18. 18. HUSTLING FOR THE BIG PICTURE BEST BIG PICTURE APPROACH AWARD: LEAN SLICES http://1hdwallpapers.com/wallpapers/big_city_view.jpg
  19. 19. ADAPTING SERVICE OFFERINGS PIC BY TIM GEOGHEGAN
  20. 20. ADAPTING SERVICE OFFERINGS AS COMPANIES HAVE GOTTEN SMARTER ABOUT DESIGN, AND RECOGNISED IT’S A COMPETENCY THEY NEED INTERNALLY, THEY’VE BECOME LESS COMFORTABLE OUTSOURCING IT. “ PIC BY TIM GEOGHEGAN PETER MERLHOLZ, ADAPTIVE PATH CO-­‐FOUNDER
  21. 21. ADAPTING SERVICE OFFERINGS AS COMPANIES HAVE GOTTEN SMARTER ABOUT DESIGN, AND RECOGNISED IT’S A COMPETENCY THEY NEED INTERNALLY, THEY’VE BECOME LESS COMFORTABLE OUTSOURCING IT. “ PIC BY TIM GEOGHEGAN PETER MERLHOLZ, ADAPTIVE PATH CO-­‐FOUNDER (IN SILICON VALLEY, ANYWAY)
  22. 22. ADAPTING SERVICE OFFERINGS CASE STUDY: COACHING BY AN AGENCY PIC BY TIM GEOGHEGAN
  23. 23. ADAPTING SERVICE OFFERINGS 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. “ PIC BY TIM GEOGHEGAN USER RESEARCH, AGENCY-­‐SIDE
  24. 24. ADAPTING SERVICE OFFERINGS BEST ADAPTATION AWARD: COACHING IN HOUSE UX PIC BY TIM GEOGHEGAN
  25. 25. USING MORE INPUTS http://conwaycustom.com.au/workshop/586/
  26. 26. USING MORE INPUTS 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. “ http://conwaycustom.com.au/workshop/586/ USER RESEARCHER, AGENCY-­‐SIDE
  27. 27. USING MORE INPUTS 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% http://conwaycustom.com.au/workshop/586/
  28. 28. USING MORE INPUTS 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. “ http://conwaycustom.com.au/workshop/586/ USER RESEARCHER, AGENCY-­‐SIDE
  29. 29. USING MORE INPUTS CASE STUDY: CAMPFIRE (LONG TERM COMMUNITIES) http://conwaycustom.com.au/workshop/586/
  30. 30. USING MORE INPUTS BEST NEW INPUT AWARD: LONG TERM COMMUNITIES http://conwaycustom.com.au/workshop/586/
  31. 31. MEASURING UX MORE http://www.prodality.com/measurement-the-key-to-startup-success/
  32. 32. MEASURING UX MORE THE MEASUREMENT OF UX EFFECTIVENESS WITH ANALYTICS IS BIG NOW. “ USER RESERCHER, FREELANCE http://www.prodality.com/measurement-the-key-to-startup-success/
  33. 33. MEASURING UX MORE CASE STUDY: BOARD ROOM CATNIP http://www.prodality.com/measurement-the-key-to-startup-success/
  34. 34. MEASURING UX MORE 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 http://www.prodality.com/measurement-the-key-to-startup-success/
  35. 35. 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
  36. 36. GETTING OUT OF THE LAB & MAKING SENSE OF THE DATA 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 http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg
  37. 37. GETTING OUT OF THE LAB & MAKING SENSE OF THE DATA CASE STUDY: MORE DATA = MORE ETHNO http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg
  38. 38. SOCIALISING AND MANAGING INSIGHTS BETTER http://www.bowmast.com/case-study-craft-brewing/
  39. 39. SOCIALISING AND MANAGING INSIGHTS BETTER 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. “ http://www.bowmast.com/case-study-craft-brewing/ HEAD OF RESEARCH, CLIENT-­‐SIDE
  40. 40. SOCIALISING AND MANAGING INSIGHTS BETTER WHAT TAKES MOST OF YOUR TIME AND ENERGY WITH USER RESEARCH? PLANNING AND CONDUCTING THE RESEARCH COMMUNICATING AND SOCIALISING THE INSIGHTS FROM THE RESEARCH ELICITING RESEARCH NEEDS FROM CLIENTS AND STAKEHOLDERS http://www.bowmast.com/case-study-craft-brewing/ 5 YEARS AGO TODAY 0% 50% 100%
  41. 41. SOCIALISING AND MANAGING INSIGHTS BETTER 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% http://www.bowmast.com/case-study-craft-brewing/
  42. 42. SOCIALISING AND MANAGING INSIGHTS BETTER 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 . “ http://www.bowmast.com/case-study-craft-brewing/ 0% HEAD OF RESEARCH, CLIENT-­‐SIDE 50% 100%
  43. 43. SOCIALISING AND MANAGING INSIGHTS BETTER THE BEST REPORT IS NO REPORT… THE BEST RESEARCH PROJECT IS NOT HAVING TO DO THE RESEARCH PROJECT. “ http://www.bowmast.com/case-study-craft-brewing/ 0% HEAD OF RESEARCH, AGENCY-­‐SIDE 50% 100%
  44. 44. SOCIALISING AND MANAGING INSIGHTS BETTER BEST ‘INSIGHT HOLDER’ (OTHER THAN PEOPLE): VIDEO! http://www.bowmast.com/case-study-craft-brewing/ 0% 50% 100%
  45. 45. THANKS @JAMMINJARJAM

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