Stakeholder Persuasion - How to quantify your gut feeling

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Using User Research to Convince Stakeholders

Everyone who has worked with large corporate clients knows how hard it can be to align a group of stakeholders and get them all to agree. They’re often hardly engaged in the project itself, and they are hard to convince when it comes to design decisions. In the past, we’ve worked with a number of these types of clients, and we have found a few ways to get the stakeholders more engaged. Next to that, we have learned to speak their language (sort of), which helps tremendously when you need to convince them that your solution is actually better.

In this presentation Jacco and Martijn will tell you how they have used different forms of user research to address these issues and use examples from recent project to illustrate their way of working.

Published in: Design

Stakeholder Persuasion - How to quantify your gut feeling

  1. 1. Stakeholder PersuasionHow to quantify your gut feeling! Jacco Nieuwland & Martijn van Loon March 2013
  2. 2. Why change something that already works? http://upload.wikimedia.org/wikipedia/commons/a/ac/United_States_Federal_Reserve_Board%2C_1917.jpg
  3. 3. Why thiscolour?
  4. 4. Are we reallysure this design is better?
  5. 5. researcher user research reports user tests requirements requirementsuser Product business design presentations designer
  6. 6. user flow efficiencymental researchermodel ROI business talk; # and $ KPI UX talk / designer talk conversion looks better business user experienceintuitive designer
  7. 7. researcher reports ?!? UX talk / designer talk business presentations designer
  8. 8. UX & business - different languages Need numbers to persuade stakeholdersinsights Collect data during design process
  9. 9. Martijnvan Loon@martijn_vanloonResearcher Jacco Nieuwland @jnieuwland Designer
  10. 10. We are User Intelligencean international User Experienceconsultancy, specialized inResearch,Design &Strategy
  11. 11. researcher reports Business talk; # and $ UX talk / designer talk business presentations designer
  12. 12. Why change something that already works?
  13. 13. Existing website: Web Traffic Map
  14. 14. understand conceive design implement optimize web web analytics analytics Collect (new) data
  15. 15. http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
  16. 16. Two cases
  17. 17. Case 1Validate new navigation structure
  18. 18. The problem I can’t find the content user product
  19. 19. Is the new structure better? Can customers findproducts more easily?
  20. 20. http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
  21. 21. Current structure New structure
  22. 22. Tool: TreejackTask: e.g. Find mobile broad band (demo)
  23. 23. Results: Scores per task Tool: Treejack
  24. 24. Is the new structure better? Can customers findproducts more easily?
  25. 25. Main results
  26. 26. 40% higher success percentageMain results
  27. 27. Deeper analysis of the results Tool: Treejack
  28. 28. Quick comparison of navigation structures Redesign easily communicated with stakeholdersResults Commitment to the new redesign during design and development.
  29. 29. Case study 2 – PhilipsMeasure expected success of new concept
  30. 30. Problem To which site do I have to go? user product(s)
  31. 31. Changes have highimpact on back-end Is it worth the investment?
  32. 32. http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
  33. 33. Input: prototype of the website
  34. 34. Test setup Current site Proposed solution Prototype 115 pages 60 pages Journeys 5 journeys, 5 journeys, 80 tasks 56 tasks Respondents 800 respondents 600 respondents Completed tasks 2400 completed tasks 1800 completed tasks
  35. 35. Please buy a Sensotouch 3D RQ1285/22. Please take note where you can buy this product (online via Philips.com, online via a third party, or in a physical shop via a retailer). Start task Tool: UserzoomTask: e.g. Buy a Sensotouch 3D Tool: Userzoom
  36. 36. Task: e.g. Buy a Sensotouch 3D (demo) Tool: Userzoom
  37. 37. Questions (satisfaction, ease of use) Tool: Userzoom
  38. 38. Results per task Tool: Userzoom
  39. 39. http://upload.wikimedia.org/wikipedia/commons/a/a5/Bundesarchiv_Bild_183-1990-0321-008%2C_Analyse_von_Wasserproben.jpgData analysis
  40. 40. Changes have highimpact on back-end Is it worth the investment?
  41. 41. Main results
  42. 42. +nn% -nn% +nn% Goal completion Time to complete nn% increase nn% increase nn% decrease in satisfactionMain results
  43. 43. Detailed results
  44. 44. Screenflows Tool: Userzoom
  45. 45. Screenflows Tool: Userzoom
  46. 46. Heatmaps Tool: Userzoom
  47. 47. Realistic comparison Convincing results to support an important business decisionResults First improvements on the concept before development
  48. 48. Summary
  49. 49. understand conceive design implement optimize web web analytics analytics Collect (new) data
  50. 50. Use quantitative analyses in the design phase Objective data facilitates communication with stakeholderstakeaways Benchmark your design It also helps identify issues before development starts
  51. 51. Go and do this for yourselves!takeaways
  52. 52. thank you! www.userintelligence.com@jnieuwland @martijn_vanloon #stakeholderpersuasion

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