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Maturing User Research in a Unicorn - UXSEA Summit 2019

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This is the presentation deck from UX Conference session by Sakti Nuzan of Gojek as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/

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Maturing User Research in a Unicorn - UXSEA Summit 2019

  1. 1. Maturing User Research in a Unicorn: Methods & Mindsets UXSEA Summit 2019 Sakti Nuzan Product Research Lead, Gojek
  2. 2. 1. The need to scale business and leapfrog competition
  3. 3. 2. The scientific approach to experiments and the data culture
  4. 4. 3. Speed as one of the core organizational values
  5. 5. UX Research team 2017 10 members two key expertise
  6. 6. 1. Uneven distribution of skills across different products
  7. 7. 2. Researchers shying away due to qual-heavy and inconclusive results
  8. 8. 3. The battle between answering tactical or strategic user questions
  9. 9. UX Research team 2017 10 members two key expertise Research & Insights team, 2019 62 members four key expertise
  10. 10. Qualitative researchers Mix-methods researchers Data analysts Survey scientists Design researchers Market intelligence ….
  11. 11. Three key ideas for today Principles in maturing and transforming Research as a function 1. Define your business values as a team 2. Build bridges with other functions 3. Plan and communicate your transformation roadmap
  12. 12. Challenge 1: The term ‘user research’ appeals to many, but practices vary; there is no silver bullet UX Researchers screaming about user delight Design Researchers when their jargons get corrected
  13. 13. We need to answer for ourselves: what business values are sustainable for user research?
  14. 14. ~1.2 new product line a year 2 major redesigns in two years
  15. 15. User research’s value is to save company’s time and resource through factual insights
  16. 16. Empathy an intellectual capability to know what people think and do to sharpen hunches & educated guesses Evidence information, collated and presented to be weighed for making decisions
  17. 17. Case study: Empathy
  18. 18. Case study: Evidence Have you experienced one of this? PMs and designers asking, “have you got insights on…” seconds before decisions are made Research findings did not make it on time and an internal blame game is brewing
  19. 19. Case study: Evidence Project Date Project Title Tags Key findings Link May 2019 Product X ethnography project Qualitative, product roadmap xxx bit.ly Apr 2019 Feature Y usability test result Quantitative UT xxx bit.ly Mar 2019 Feedback survey project X Improvement survey xxx bit.ly
  20. 20. Case study: Research repository
  21. 21. Challenge 2: As other functions champion different expertise, we need to build bridges
  22. 22. Design decisions Product decisions Business decisions Data teams Data teams Growth teams Business analyst teams UX designers Product managers Business heads
  23. 23. Design decisions Product decisions Business decisions Data teams Data teams Growth teams Business analyst teams User research User research User research UX designers Product managers Business heads
  24. 24. First thing is to overcome language barrier between “traditional research” and data science Traditional Research Data Science Surveys Qual Studies Internal database Samples Population SPSS SQL, Phyton, R Data source Framing Tools
  25. 25. User research needs to de-learn and become method-neutral
  26. 26. Case study: quantitative user journey
  27. 27. Case study: quantitative user journey Making a booking Discover product Waiting for order Post delivery Data captured? user funnel data (drop off, happy path) customer support data user review data customer satisfaction data social media listening
  28. 28. Case study: quantitative user journey Making a booking Discover product Waiting for order Post delivery Prioritized issues with PMs, Designers, Data, Business (How big is the magnitude? How severe is the impact?) Hypotheses for user research
  29. 29. Challenge 3: Communicating change to ensure quality and individual wellbeing are not left behind
  30. 30. qual researcher data analyst market researcher survey scientist market intelligence research ops design researcher
  31. 31. Invest in the people you are taking along with your transformation
  32. 32. Cross-training with expertise champions Internal sharing session on service design ‘Masterclass’ on doing research with driver-partners Data analytics training
  33. 33. Cross-learning from on-the-ground approaches Don’t do the mistakes we made: sharing learnings between teams Your problems are as important: problem-solving session between teams
  34. 34. Summary: scaling and maturing your user research Considerations Learnings How should we define our business values to the company? User research’s value is to save the company’s time and resource through factual insights How should we build bridges with other functions? User research needs to de-learn and become method-neutral How should we plan and communicate our transformation? Invest in the people you are taking along via cross-training and learning
  35. 35. Thank you! productresearch@go-jek.com

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