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Effective User Research - Silicon Valley Product Camp 2019

“Over 40 percent of the companies surveyed still aren’t talking to their end users during development.”

It’s not “User Experience” without the user, but how do you get the user insights you need? How can you make sure you’re building a product that will resonate with your users? It all starts with user research: before, during, and after product development.

In this presentation, Product Managers will learn:
- Different user research techniques and methods they can use to get the best user insights.
- Pragmatic tips on how to conduct the most effective research.
- The Do’s and Don’ts of user research.

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Effective User Research - Silicon Valley Product Camp 2019

  1. 1. Effective User Research MAY 25 2019 Getting user insights, and getting them fast
  2. 2. All rights reserved © 2019 UXReactor | hello@uxreactor.com Introductions Jamie Yoo UX Consultant @jmeyoo Prasad Kantamneni General Partner + Co-Founder @krgprasad
  3. 3. PragmaticUX (PUX) Process All rights reserved © 2019 UXReactor | hello@uxreactor.com
  4. 4. “What we want is…” “...a successful product with good UX.” -- Most People All rights reserved © 2019 UXReactor | hello@uxreactor.com → Easy to use → Delightful → Game changer
  5. 5. All rights reserved © 2019 UXReactor | hello@uxreactor.com 40% 94% companies don’t talk to end users during product development employees are dissatisfied with their organizations’ innovation performance **According to research done by McKinsey & Company
  6. 6. All rights reserved © 2019 UXReactor | hello@uxreactor.com (User Experience) - (User) = Experience Product. (that’s it)
  7. 7. Portfolio of insights All rights reserved © 2019 UXReactor | hello@uxreactor.com
  8. 8. All rights reserved © 2019 UXReactor | hello@uxreactor.com Portfolio of insights Sensorial Insights which come from data that gives an indication or a “sense” of how a product is doing Insights which which are foundational and inform where businesses should focus their priorities Insights which validate the UX or UI of a product or service. Formative Summative
  9. 9. All rights reserved © 2019 UXReactor | hello@uxreactor.com
  10. 10. Once upon a time… All rights reserved © 2019 UXReactor | hello@uxreactor.com How do we make the screen better? How do we make it easier to type? How do we make it more portable?
  11. 11. All rights reserved © 2019 UXReactor | hello@uxreactor.com “THE ULTIMATE GAME CHANGER! MUAHAHAHA!”
  12. 12. All rights reserved © 2019 UXReactor | hello@uxreactor.com What painpoints can we solve? What are people doing? → Too many devices to carry → Inefficient file sharing → Limited storage → Slow loading time → Short battery life
  13. 13. All rights reserved © 2019 UXReactor | hello@uxreactor.com
  14. 14. - What do users need? - What are their main pain points? - Where are the inefficiencies in their tasks? - What contextual factors impact users’ behaviors? All rights reserved © 2019 UXReactor | hello@uxreactor.com Portfolio of insights Sensorial - How are users using my product? - Are users engaged? - How is my retention? - Where are the friction points in my product? - Is the new navigation intuitive? - Can users finish the flow more quickly than before? - Do users notice the tool tip? - Does the value prop resonate with users? Formative Summative
  15. 15. Phase of Product Development Sensorial Click-through rates Drop off rates NPS CSAT Scores Session recording Ethnographic Studies Diary Studies Ethnographic Studies Interviews Surveys Usability Testing Eye Tracking A/B Testing Card Sorting Formative Summative PLANNING DESIGN DEVELOPMENT LAUNCHED All rights reserved © 2019 UXReactor | hello@uxreactor.com
  16. 16. Thought Exercise - How to make research effective All rights reserved © 2019 UXReactor | hello@uxreactor.com
  17. 17. Scenario 1: All rights reserved © 2019 UXReactor | hello@uxreactor.com You are part of a rapidly growing company that just secured series B funding, and has grown from 50 to 200 employees in the last year. Multiple modules are currently being developed and everyone from the CEO down is running non-stop to deliver. You have data that requires people to stop and re-prioritize. How do you get the organization to listen to you?
  18. 18. All rights reserved © 2019 UXReactor | hello@uxreactor.com Tip #1: Spread the Thought
  19. 19. All rights reserved © 2019 UXReactor | hello@uxreactor.com Tip #2: Showcase Outcomes
  20. 20. All rights reserved © 2019 UXReactor | hello@uxreactor.com Tip #3 Get everyone involved
  21. 21. All rights reserved © 2019 UXReactor | hello@uxreactor.com Tip #4: Centralize and Track
  22. 22. Lesson 1: All rights reserved © 2019 UXReactor | hello@uxreactor.com Research can be instrumental in driving a customer centric culture in your organization As long as you: 1. Talk about it. 2. Showcase it 3. Share ownership of the insights, and 4. Track it. Marinate! Marinate! Marinate!
  23. 23. All rights reserved © 2019 UXReactor | hello@uxreactor.com Scenario 2: Your client, who recently made a successful exit, just invested $50,000 to build his next killer product which he believes is going to be a “LinkedIn killer.” Engineering has already started, and you are called in to make the product “beautiful”. The launch is scheduled for 6 weeks from today. You however, feel that the concept has some risks, and it’s your responsibility to help your client navigate the risky waters. What can you do to validate the concept within the limited time and budget you have?
  24. 24. All rights reserved © 2019 UXReactor | hello@uxreactor.com vs Tip #1: Experiment
  25. 25. All rights reserved © 2019 UXReactor | hello@uxreactor.com Tip #2: Go remote
  26. 26. All rights reserved © 2019 UXReactor | hello@uxreactor.com Tip #3: Invest in an user advisory database
  27. 27. All rights reserved © 2019 UXReactor | hello@uxreactor.com Tip #4: Triangulate
  28. 28. All rights reserved © 2019 UXReactor | hello@uxreactor.com Plethora of Tools Qualitative Research: UserTesting, UserZoom, … Session Analysis: Inspectlet, Hotjar, … Click Analysis: Google Analytics, Pendo … Email us for a full list: hello@uxreactor.com
  29. 29. Lesson 2: All rights reserved © 2019 UXReactor | hello@uxreactor.com Most Research can be done quickly and efficiently -- you just have to be creative.
  30. 30. 5 ways you can screw up user research All rights reserved © 2019 UXReactor | hello@uxreactor.com Wrong User Wrong Question Wrong Method Wrong Synthesis Wrong Presentation
  31. 31. Takeaways All rights reserved © 2019 UXReactor | hello@uxreactor.com
  32. 32. A Portfolio of Insights is key to innovation and user-centricity All rights reserved © 2019 UXReactor | hello@uxreactor.com
  33. 33. All rights reserved © 2019 UXReactor | hello@uxreactor.com Visibility of research outcomes increases perceived value
  34. 34. Good research does not always need a lot of time and participants All rights reserved © 2019 UXReactor | hello@uxreactor.com
  35. 35. There is a right and wrong way to do research All rights reserved © 2019 UXReactor | hello@uxreactor.com
  36. 36. All rights reserved © 2019 UXReactor | hello@uxreactor.com
  37. 37. Thank you Did we run out of time? You can find us at our table or at: research@uxreactor.com

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