Democratising UX: how to spread user research education and insights throughout your organisation With demand for UX insights within organisations outstripping the capacity of UX teams to deliver research, there is a growing need for greater UX knowledge and capability across different functions within businesses. But how do you spread user research beyond the walls of your UX research team? What is the value of everyone having access to UX insights—or having the ability to run research themselves? On 26th March, we gathered a range of speakers to share their successes, challenges and expert advice around democratising UX. Learn from a variety of different perspectives on the topic, and have the opportunity to share your own experiences with the community. In this presentation, Alfonso de la Nuez delivers the opening keynote address ‘Why & How to Democratize UX Research’.

1. BetterUX London
Alfonso de la Nuez
March 2019
Ready to Democratise
UX Insights?

2. We live in a world of digital experiences...

3. ...where every company is a ‘Digital Company’
Not just these...
...but also all these!
(BTW, they are also UserZoom customers)

4. In short, software is
eating the world
Marc Andreessen

5. Good UX Design = Good Business

6. 6
Bad UX can really hurt...

7. 7

8. End users expect EASY
Easier said than done
So no excuses
UX Research is now a must
8

9. Costly
Labor-intensive, manual, not
scalable
Limited
Geographical locations
Sporadic
Only once or twice a year
Slow
Weeks or months to complete a
study
User research & testing used to be painful
Unfit for today’s Agile Dev Process

10. 6 top challenges enterprise UX organizations face in 2019
1. Securing resources or budgets (60%)
2. Integrating research into design and development (57%)
3. Getting executive buy-in (48%)
4. Sourcing the right participants (45%)

12. EASY FAST
Technology has enabled a cloudified lab
and helped democratise user research, making the collection of insights
COLLABORATIVE SCALABLE
Software is eating
the world… (again)
Marc Andreessen

13. Benefits of remote, cloudified & democratised UX research
Cost-effective
Automated, scalable
Worldwide
Cover any geographic location
On-going
Test early, often (weekly)
Fast
Get results in HOURS (vs weeks)
Ideal for Today’s AGILE Dev Process!

14. The Digital Product Experience Mgmt Ecosystem
Market Research
UX Benchmarking
UX Design Research
CX Measurement
VOC, Feedback Mgmt

15. So lots more research coming!
However…
Bad data is worse than no data
Education, Training and Culture is key

16. https://thenextweb.com/insider/2011/12/26/in-2011-how-the-internet-revolutionized-education/

17. - Democratisation of UXR helps build a UXR culture
- More collaborative research & design = Better products = Success!

18. Create a User-Centric Culture with User Research
Jonathan Horowitz

19. How are we doing it at UserZoom?

20. Drink our own champagne

21. Product UXR has built solid
relationships with other teams

23. 23
It’s not only about the research you do, but where (in the organization -
centralized vs embedded, or hybrid) and when it’s done

24. https://conversionxl.com/blog/user-research-culture/

25. Starts at the top…
Define metrics and benchmarks
Educate Mgmt team members unfamiliar with UX

27. Thank you and enjoy the event!