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Design Thinking & Design Research
at Credit Karma
#UTwebinar @UserTesting
Yasmine Khan
Senior Design Researcher, Credit Ka...
UserTesting’s on demand customer
insights platform enables companies
to create powerful products and
exceptional customer ...
We Partner With Thousands Of Customers
#UTwebinar
Across All Platforms, At All Stages Of Development
Watch	customers	interact	with:	
	
	
	
	
	
	
	
	
	
DESKTOP	 SMARTPHONE	T...
8	
Yasmine Khan
Senior Design Researcher, Credit Karma
Yasmine Khan works as the Senior Design Researcher at Credit Karma....
User Testing Webinar
Design Research
at Credit Karma
Yasmine Khan, UX Research & Design
FinTech User Research
at Credit Karma
Overview
When & Why we do UX Research
Examples of impact
How we share & react to research: Design Thinking
QUANT vs QUAL
Quant data is a flag
that tells us what’s
happening
Qual UX Research tells
us why it may be
happening.
We use quant flags ...
USERS
WANT IT
IT’S BIZ
VIABLE
IT’S ENG
FEASIBLE
USEFUL? USABLE?
DESIRABLE?
We observe user needs.. .. in order to create b...
IMPACT
Before Design Research
Strong business point of view Fuzzy user point of view
Before Design Research
Our shorthand can be full of jargon.
It’s not always clear - or we don’t
always agree - on how ever...
Before Design Research
We had a lot of feature ideas, but
we aren’t sure how much everyday
people would value and prioriti...
Sometimes, we learn something that changes our
perspective on priorities.
We knew buying a new car could be a
hassle, we d...
Potential Features - Before Research
Auto financing
Insuranceshopping
counseling
Jargon jargon jargon
End of lease assessm...
Potential Features - After Research
Feature 2
“Help me understand x”
Feature 1
“How the user frames it”
Feature 3
“What us...
TYPES OF USER
RESEARCH
Product Design has 4 important areas
“Discovery” (aka Research) happens continually
1
DISCOVERY
2
IDEATION
(design)
3
PROD...
Make sure we’re climbing the right hill.
Identify the Right Idea Then Get the Idea Right
What do people value? How much? W...
research approaches
Inductive
(open ended studies
like the auto one I just shared)
Identify our biases, blind spots, and
o...
Depending on the depth we want to get to,
there are different methods available to us
ETHNOGRAPHIC INTERVIEWS
We visit the...
EXAMPLES
Basic 3:
Act Like an Assistant
LEARN > TRY > MEASURE IMPACT
Based on watching people shop for credit cards,
I developed 3 ...
1
Provide
Context
Telling me why a product is good for me,
personally, helps me understand its value.
“Since you ___ we re...
2
Promote
Comparison
Easy to scan apples to apples comparison
helps me feel confident in my choice.
Visually align all ter...
3
Set
Expectations
Explain unfamiliar processes and provide
definitions
“You’ll get a call with final rates if you’re
appr...
When we applied the “BASIC 3”
we saw a significant site wide
revenue lift
Before
BEFORE “BASIC 3” AFTER
My Recs
TACTICAL INSIGHTS
Score Simulator is exciting, but hard to find
But they confused the
sample statement for the
simulation.
Only 1 of 14 actu...
GATHERING
INSIGHTS
SHARING INSIGHTS
Spoonfeeding insights. 
Sharing insights is like teaching 
and I was doing some
old school teaching.
Brains are not empty vessels to be filled. 
At best, overwhelming. At worst, boring.
(Big ups to Jerome Bruner & Howard Gardner for laying the ground for Constructivism in schools, btw.) 
Constructivist Educ...
Frame
Opportunities
Define the
Challenge
Brainstorm
Ideas
Try
Experiments
INSPIRE
Challenge
IDEATE
Challenge
IMPLEMENT
Cha...
Define the
Challenge:
Build user confidence in
our suggestions
Brainstorm
Ideas
sketches
Try
Experiments
Usability tests
W...
1 OBSERVE
watch clips together
•  As we watch, I ask people to take notes of
anything noteworthy.
•  An observation is som...
2 FORM INSIGHTS
collaboratively
A good insight is:
•  Authentic
•  Not obvious
•  Revealing
For example..
When people go t...
3 FRAME OPPORTUNITIES
collaboratively
Write “How Might We..”
For example..
How might we build users’ confidence
when they ...
4 BRAINSTORM
collaboratively
•  1 - 2 min brain dump. No one will see this
•  5 - 7 min quick sketch
•  5 - 7 min refine y...
Share ownership of synthesis + take-aways
Collaborative journey mapping creates shared
understanding of complex experiences.
Thank
you J
Questions?
[UserTesting Webinar] Design Thinking & Design Research at Credit Karma
[UserTesting Webinar] Design Thinking & Design Research at Credit Karma
[UserTesting Webinar] Design Thinking & Design Research at Credit Karma
[UserTesting Webinar] Design Thinking & Design Research at Credit Karma
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[UserTesting Webinar] Design Thinking & Design Research at Credit Karma

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Yasmine Khan, Lead Design Researcher at Credit Karma, walks us through the different types of research her team performs and the impact it's made on the company’s product and the people who build it. She'll also unpack the way in which collaborative Design Thinking workshops and mini-museums make research more impactful and enhance team learning.

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[UserTesting Webinar] Design Thinking & Design Research at Credit Karma

  1. 1. Design Thinking & Design Research at Credit Karma #UTwebinar @UserTesting Yasmine Khan Senior Design Researcher, Credit Karma
  2. 2. UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences. #UTwebinar
  3. 3. We Partner With Thousands Of Customers #UTwebinar
  4. 4. Across All Platforms, At All Stages Of Development Watch customers interact with: DESKTOP SMARTPHONE TABLET WEBSITES APPS & PROGRAMS PROTOTYPES & WIREFRAMES SURVEYS PHYSICAL PRODUCTS Anywhere people interact with your brand: AT HOME AT A STORE ON THE GO On any pla6orm or device: #UTwebinar
  5. 5. 8 Yasmine Khan Senior Design Researcher, Credit Karma Yasmine Khan works as the Senior Design Researcher at Credit Karma. Prior to focusing on research, she worked as a UX Designer at Credit Karma, AutoDesk and Wells Fargo. At Credit Karma, Yasmine focuses on developing actionable empathy within the product development process through research insights and design thinking methods. @yasmineakhan #UTwebinar
  6. 6. User Testing Webinar Design Research at Credit Karma Yasmine Khan, UX Research & Design
  7. 7. FinTech User Research at Credit Karma
  8. 8. Overview When & Why we do UX Research Examples of impact How we share & react to research: Design Thinking
  9. 9. QUANT vs QUAL
  10. 10. Quant data is a flag that tells us what’s happening Qual UX Research tells us why it may be happening. We use quant flags to narrow in on people and topics.
  11. 11. USERS WANT IT IT’S BIZ VIABLE IT’S ENG FEASIBLE USEFUL? USABLE? DESIRABLE? We observe user needs.. .. in order to create balance
  12. 12. IMPACT
  13. 13. Before Design Research Strong business point of view Fuzzy user point of view
  14. 14. Before Design Research Our shorthand can be full of jargon. It’s not always clear - or we don’t always agree - on how everyday people would describe or frame ideas.
  15. 15. Before Design Research We had a lot of feature ideas, but we aren’t sure how much everyday people would value and prioritize them. Understanding why something is valuable helps design too.
  16. 16. Sometimes, we learn something that changes our perspective on priorities. We knew buying a new car could be a hassle, we didn’t realize the gravity of the situation. Every single person we spoke with had car dealer H O R R O R stories.
  17. 17. Potential Features - Before Research Auto financing Insuranceshopping counseling Jargon jargon jargon End of lease assessment Background shopping Monetization strategy jargon Vague notions Reportsdrivinginsights New features
  18. 18. Potential Features - After Research Feature 2 “Help me understand x” Feature 1 “How the user frames it” Feature 3 “What users care about” Feature 4 “Framing from users”
  19. 19. TYPES OF USER RESEARCH
  20. 20. Product Design has 4 important areas “Discovery” (aka Research) happens continually 1 DISCOVERY 2 IDEATION (design) 3 PRODUCTION (building) 4 ITERATION (re-design) Foundational Studies identify “the right idea” Iteration Tests “Did we get the idea right?”
  21. 21. Make sure we’re climbing the right hill. Identify the Right Idea Then Get the Idea Right What do people value? How much? Why? Are we answering questions members actually have? Are we solving for important UX issues? See if we accomplished our goal. Are we repeating missteps or making new ones? Hopefully, we’re making new missteps with every iteration.
  22. 22. research approaches Inductive (open ended studies like the auto one I just shared) Identify our biases, blind spots, and opportunities Make a deeper emotional connection with motives. Usually an interview that informs at the Foundational phase. Deductive (top down tests) Understand if the design works as intended - why or why not? Find out if A works better than B for users, and why. Usually an unmoderated test or interview during the iteration process vs
  23. 23. Depending on the depth we want to get to, there are different methods available to us ETHNOGRAPHIC INTERVIEWS We visit the users in their homes around the country. REMOTE INTERVIEWS We do a video call with screen share with users. UNMODERATED REMOTE Users from a panel get a link to a website and some prompts to follow through on. When they’re done, we get a video.
  24. 24. EXAMPLES
  25. 25. Basic 3: Act Like an Assistant LEARN > TRY > MEASURE IMPACT Based on watching people shop for credit cards, I developed 3 basic principles for our offers.
  26. 26. 1 Provide Context Telling me why a product is good for me, personally, helps me understand its value. “Since you ___ we recommend ___” When applicable, show me the tradeline info to underscore this message. *Pretty much required for anything discovery piece (i.e. not on a shop page)
  27. 27. 2 Promote Comparison Easy to scan apples to apples comparison helps me feel confident in my choice. Visually align all terms to compare. For each vertical, and user type, research and test the items that need to be compared at a glance.
  28. 28. 3 Set Expectations Explain unfamiliar processes and provide definitions “You’ll get a call with final rates if you’re approved” “APR Means…” -- S.L.A.P. & K.I.S.S. Say it like a person Keep it simple silly
  29. 29. When we applied the “BASIC 3” we saw a significant site wide revenue lift
  30. 30. Before BEFORE “BASIC 3” AFTER My Recs
  31. 31. TACTICAL INSIGHTS
  32. 32. Score Simulator is exciting, but hard to find But they confused the sample statement for the simulation. Only 1 of 14 actually identified and clicked this second CTA to open the score simulation tool. 12 of 14 were excited to use the simulator to calculate how paying their card would impact their score. .
  33. 33. GATHERING INSIGHTS SHARING INSIGHTS
  34. 34. Spoonfeeding insights. Sharing insights is like teaching and I was doing some old school teaching.
  35. 35. Brains are not empty vessels to be filled. At best, overwhelming. At worst, boring.
  36. 36. (Big ups to Jerome Bruner & Howard Gardner for laying the ground for Constructivism in schools, btw.) Constructivist Education Theory Responding to curiosity and actively facilitating discussion + critique + exploration
  37. 37. Frame Opportunities Define the Challenge Brainstorm Ideas Try Experiments INSPIRE Challenge IDEATE Challenge IMPLEMENT Challenge •  User Centered •  Separate observations from inferences •  How might we.. •  Sketch •  Test hypotheses Observe People Form Insights
  38. 38. Define the Challenge: Build user confidence in our suggestions Brainstorm Ideas sketches Try Experiments Usability tests Watch UT clips together Write HMW’s together Observe People Users SAY they feel like these are ads. Form Insights People are weary of spam but grateful for informed suggestions Frame Opportunities How might we do a better job of demonstrating that our suggestions are informed by data? Write insights together Sketch together WORKSHOP
  39. 39. 1 OBSERVE watch clips together •  As we watch, I ask people to take notes of anything noteworthy. •  An observation is something people SAY or DO, not an inference. •  Then, we break up into groups and make 1 post it for each observation. •  Last, we do “Zen” or “Dot” voting on the most important observations to narrow in on.
  40. 40. 2 FORM INSIGHTS collaboratively A good insight is: •  Authentic •  Not obvious •  Revealing For example.. When people go to the car dealer, they feel powerless. The dealer has all the information and the power.
  41. 41. 3 FRAME OPPORTUNITIES collaboratively Write “How Might We..” For example.. How might we build users’ confidence when they are looking for a credit card.
  42. 42. 4 BRAINSTORM collaboratively •  1 - 2 min brain dump. No one will see this •  5 - 7 min quick sketch •  5 - 7 min refine your sketch. •  Followed by silent “zen voting” aka ”dot voting” and discussing why we voted for something. Rules of engagement: It’s not a competition. The challenge is to build on each other’s ideas, not correct them.
  43. 43. Share ownership of synthesis + take-aways
  44. 44. Collaborative journey mapping creates shared understanding of complex experiences.
  45. 45. Thank you J
  46. 46. Questions?

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