Analysing Data and Communicating Findings
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Slides for IxDA UX Research Mentoring Circle
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Analysing Data and Communicating Findings
- 1. Analysing Data and Communicating Findings IxDA UX Research Group - Jieyun Yang, 2nd Oct 2019
- 2. Challenges2 4 5 Persona,JBTD and User Journey Map Communication Icebreaker1 Toolbox3
- 3. Icebreaker1
- 4. Icebreaker Name: Role: If your role was an animal what would it be. Draw it.
- 5. Challenges2
- 6. Challenges What challenges have you faced when analysing data?
- 7. Challenges What challenges have you faced when communicating findings?
- 8. Persona,JBTD and User Journey3
- 9. Toolbox What methods have you used to analyse data? Any challenges?
- 10. Project phases • Discover • Define • Design • Deliver • Expert Review • Competitive Review • Contextual Inquiry • Interview • Survey • Customer Statistics • Literature Review • Stakeholder Map • Elevator Pitch • Objectives Statements • Trade-Off Sliders • Point Of View • Persona • Empathy Map • Jobs To Be Done • Task Model • User Journey Map • Business Model Canvas • Elevator Pitch • How Might We… • Ideation Workshop • Storyboard • Information Architecture • Prototype • Tree Test • Card Sort • Usability Testing • Behavioral Analytics • A/B Test Discover Research, explore and understand Define Synthesise insights, define the opportunity Design Divergent ideation, prototype, validate ideas Deliver Build, test with customers, refine Toolbox
- 11. Persona,JBTD and User Journey3
- 12. Persona How to create Personas and how to use it?
- 13. Persona Creating Personas • Internal investigation • Assumption formulation • External research • Data Synthesising • Analysing and integration • Prioritisation
- 14. Persona Creating Personas • Internal investigation • Assumption formulation • External research • Data Synthesising • Analysing and integration • Prioritisation A1 A2 A3 A: Attributes (Goals,Pain points,Behaviour,Tasks, Motivations,Attitudes,Perceptions…) A4
- 15. Persona Creating Personas • Internal investigation • Assumption formulation • External research • Data Synthesising • Analysing and integration • Prioritisation A1 A2 A3 A: Attributes (Goals,Pain points,Behaviour,Tasks, Motivations,Attitudes,Perceptions…) A4 P1 P2
- 16. Persona Creating Personas • Internal investigation • Assumption formulation • External research • Data Synthesising • Analysing and integration • Prioritisation Integrating with results from other researches Data Analysis Stakeholders Ideas Desktop Research Marketing Research
- 17. Persona Creating Personas • Internal investigation • Assumption formulation • External research • Data Synthesising • Analysing and integration • Prioritisation Market Potential • Market Size • Frequency • Importance • Competitive Strength
- 18. Jobs To Be Done What’s the difference between JTBD and Persona? When to use it?
- 19. Jobs To Be Done Two types of JTBD Main JTBD Functional Aspects Emotional Aspects Personal Dimension Social Dimension Related JTBD Functional Aspects Emotional Aspects Personal Dimension Social Dimension
- 20. Jobs To Be Done JTBD Template When I want to So I can (situation) (motivation or forces) (expected outcomes)
- 21. Jobs To Be Done Prioritise JTBD • Unserved markets • Customers have clear needs but lack solutions • Overserved markets • Customers are served too much,they pay too much (time,money,or other) than necessary • Underserved markets • Customer has specific needs yet to be served http://innovatorstoolkit.com/content/technique-1-jobs-be-done
- 22. User Journey Map Persona,Scenario,Goals Phases Actions Thoughts Emotions Insights/Opportunities Internal Ownership
- 23. User Journey Map • Where can something be simplified for customers? • How can you create more benefits for your customers? • Where can their risks be reduced/ minimized? • Is it possible to add more fun and entertainment? • What would inspire customers? Customer Benefit Matrix Kim & Mauborgne (2015)
- 24. Communication4
- 25. Overview Who was involved in the analysis? Who was the research delivered to?
- 26. Overview How do you communicate the findings? Any challenges?
- 27. Communication Tips • Identify the objectives • Determine the unique project and stakeholders’ needs • Design the deliverables and communication
- 28. Communication • Situation • Set stage,background information • Complication • Users,scenarios,goals,problems,pain points… • Question • Questions raised that logically from the Complication and leads into the Answer • Answer • Solutions Storytelling SCQA Framework