Understanding Your Users:
How to Get Meaningful
Insights
Liz Lesemann
Lead Customer Researcher,MRPORTER.COM
UX Crunch Lond...
Jennifer Kilian,McKinsey
Pretty much all companies insist they focus on the
customer. Yet reality often belies that assert...
Jennifer Kilian,McKinsey
Pretty much all companies insist they focus on the
customer. Yet reality often belies that assert...
Common pitfalls of getting
meaningful insights
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough que...
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough que...
VODAFONE birth of mobile
payments
People use products in ways that serve them, which
can be extremely different from its i...
2. Concept
3. Construction
1. Insight & Ideation
Interaction design
Visual design
Prototyping
Design principles
User journ...
2. Concept
3. Construction
1. Insight & Ideation
4. In Market
Key metrics User testing
“We have done user research”“We alr...
2. Concept
3. Construction
1. Insight & Ideation
User testing
Friendly user test / beta
testing
Co-creation
User testing o...
How can we truly innovate and improve the
user experience?
Carry out research early
Focus on understanding the
problem; then look into solutions
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough que...
If I had asked people what they wanted,
they would have said faster horses.
Photo	
  Credit:	
  Harry	
  Shipler,	
  1910
To design is much more than to simply
assemble, to order, or even to edit; it is
to add value and meaning, to illuminate,
...
Question every insight before
building it into something
Use foresight, creativity and fresh
thinking
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough que...
The fewer people you talk to, the
more important it is that your are
talking to a heterogeneous group.
Inflation of research
More testing isn’t always better
• Un-moderated testing means limited
depth
• Not defining user prof...
Identify who your users are
Make sure to include different
user types (Personas) in research
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough que...
Get your teams
more involved in
user research.
Conduct the research that is most
interesting for your business team.
According to Boston Consulting Group,
Insight teams are concerned about a lack
of senior management in the research
proces...
Engage senior management in
research
Make sure your outcomes answer:
‘So what?’
Summary
Carry out research early
Focus on understanding the problem; then look into solutions
Question every insight before buildi...
Any questions?
thanks!
Understanding your users - how to get meaningful insights
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Pretty much all UX teams insist they focus on the customer. Yet in reality research may be superficial. Design decisions often fail to consider the impact on customers. This talk is about how to avoid some common pitfalls that lead to superficial outcomes and how to avoid them.

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Understanding your users - how to get meaningful insights

  1. 1. Understanding Your Users: How to Get Meaningful Insights Liz Lesemann Lead Customer Researcher,MRPORTER.COM UX Crunch London May 2016
  2. 2. Jennifer Kilian,McKinsey Pretty much all companies insist they focus on the customer. Yet reality often belies that assertion. Pretty much all companies insist they focus on the customer. Yet reality often belies that assertion. Budgets and key performance indicators often are not aligned with performance on customer metrics. Budgets and key performance indicators often are not aligned with performance on customer metrics. Research may be superficial.
  3. 3. Jennifer Kilian,McKinsey Pretty much all companies insist they focus on the customer. Yet reality often belies that assertion. Budgets and key performance indicators often are not aligned with performance on customer metrics. Research may be superficial. Business decisions made at the executive level often fail to consider the impact on customers.
  4. 4. Common pitfalls of getting meaningful insights
  5. 5. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
  6. 6. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
  7. 7. VODAFONE birth of mobile payments People use products in ways that serve them, which can be extremely different from its intended use. (famous example:M-PESA) National  Archives,  Nairobi  city  center  (Photo  Credit:  Katrina  Shakarian)
  8. 8. 2. Concept 3. Construction 1. Insight & Ideation Interaction design Visual design Prototyping Design principles User journeys Information architecture Design concept Prototype Evolution Maintenance 4. In Market
  9. 9. 2. Concept 3. Construction 1. Insight & Ideation 4. In Market Key metrics User testing “We have done user research”“We already know what needs to be done”
  10. 10. 2. Concept 3. Construction 1. Insight & Ideation User testing Friendly user test / beta testing Co-creation User testing of early designs Validating the value proposition Key metrics Satisfaction & engagement Evaluation of UX Voice of the Customer 4. In Market Ethnographic research Market research Secondary research Trends
  11. 11. How can we truly innovate and improve the user experience?
  12. 12. Carry out research early Focus on understanding the problem; then look into solutions
  13. 13. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
  14. 14. If I had asked people what they wanted, they would have said faster horses. Photo  Credit:  Harry  Shipler,  1910
  15. 15. To design is much more than to simply assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. Paul Rand
  16. 16. Question every insight before building it into something Use foresight, creativity and fresh thinking
  17. 17. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
  18. 18. The fewer people you talk to, the more important it is that your are talking to a heterogeneous group.
  19. 19. Inflation of research More testing isn’t always better • Un-moderated testing means limited depth • Not defining user profiles well means limited validity of insights
  20. 20. Identify who your users are Make sure to include different user types (Personas) in research
  21. 21. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
  22. 22. Get your teams more involved in user research.
  23. 23. Conduct the research that is most interesting for your business team.
  24. 24. According to Boston Consulting Group, Insight teams are concerned about a lack of senior management in the research process; and https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_consumers_voice/ Line managers often expressed disappointment with the results on consumer insight.
  25. 25. Engage senior management in research Make sure your outcomes answer: ‘So what?’
  26. 26. Summary
  27. 27. Carry out research early Focus on understanding the problem; then look into solutions Question every insight before building it into something Use foresight, creativity and fresh thinking Identify who your users are Make sure to include different user types (Personas) in research Engage senior management in research Make sure your outcomes answer: ‘So what?’ 1. 2. 3. 4.
  28. 28. Any questions?
  29. 29. thanks!

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