Outside the lab: Inside Their Minds
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3 Case Studies of Strategic UX Research
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Outside the lab: Inside Their Minds
- 1. Outside the Lab and Inside Their Minds: 5 Case Studies of Strategic UX Research Amy Buckner Chowdhry AnswerLab CEO & Co-Founder February 7, 2013 CONFIDENTIAL 1
- 2. Who is AnswerLab CONFIDENTIAL 2
- 3. Global LeaRdeecrso gTnruitsiot nAnswerLab CONFIDENTIAL 3 3
- 4. Today’s Presenter Amy Buckner Chowdhry CEO & Co-Founder, AnswerLab • Drives AnswerLab to fulfill its vision and strategic plan, cultivates the talent pool, and oversees financial operations • First CEO from the user experience research industry to be named by Ernst & Young as one of 10 “Entrepreneurial Winning Women.” • Before co-founding AnswerLab, Amy served as Director of Professional Services at Vividence (now Keynote). CONFIDENTIAL 4
- 5. 3 5 Insights CONFIDENTIAL 5 1 Getting in Customers’ Minds 2 Why It Matters
- 6. Getting in Customers’ Minds CONFIDENTIAL 6
- 10. Option 1 CONFIDENTIAL 10
- 11. Refine Prototypes Right Way? 2005 Understand Pre-product Right Product? 2011 CONFIDENTIAL 11 Validate Live Product 2000
- 12. CONFIDENTIAL 12 Opportunity Gaps Environment Interaction Modes & Use Cases Understanding of Audience Holistic Research
- 13. Build the Right Thing CONFIDENTIAL 13 Where is the customer? Understand Where are the gaps between product capabilities and customer activities? What is she trying to accomplish? What external factors influence her? How does the customer feel about the brand? Is our product solving the right problems?
- 14. Why It Matters… CONFIDENTIAL 14
- 15. CONFIDENTIAL 15
- 16. CONFIDENTIAL 16
- 17. The Buzz about . . . CONFIDENTIAL 17
- 18. 5 UX Insights CONFIDENTIAL 18
- 19. Insight 1: Context is King CONFIDENTIAL 19
- 20. The Mobile Wallet Olympics Who will end up on the medal stand? SPEED is required to win! CONFIDENTIAL 20
- 21. CONFIDENTIAL 21
- 22. CONFIDENTIAL 22
- 23. CONFIDENTIAL 23
- 24. Insight 2: Solve the Right Problems CONFIDENTIAL 24
- 25. CONFIDENTIAL 25
- 26. CONFIDENTIAL 26 Active Users Went Inactive Never Used Live Site Future Site Active Users Went Inactive Never Used Outcome Would Adopt Some Would Adopt Still Not Interested 600 Customers
- 27. Insight 3: Things Are Not Always What They Seem CONFIDENTIAL 27
- 28. CONFIDENTIAL 28
- 29. Recommended Subscription Plan Maintenance v Monthly All Access Access All Features Every Month You Subscribe Pay Monthly $24.95/mo. Quarterly All Access Access All Features for 3 Months Pay In One Installment $44.85 ($14.95/mo.) Plan Limited Features Pay Monthly $17.95/mo. Weekly Pass Access All Features Pay Per 2- Day Usage Pass $13.95/Week Pass CONFIDENTIAL 29 Existing Subscription Plan v Monthly All Access Access All Features Every Month You Subscribe Pay Monthly $24.95/mo. Quarterly All Access Access All Features for 3 Months Pay In One Installment $44.85 ($14.95/mo.)
- 30. Insight 4: It’s About More Than the Product CONFIDENTIAL 30
- 31. CONFIDENTIAL 31
- 32. CONFIDENTIAL 32
- 33. Insight 5: Get Beyond Usability to Delight CONFIDENTIAL 33
- 34. CONFIDENTIAL 34
- 35. CONFIDENTIAL 35
- 36. CONFIDENTIAL 36
- 37. CONFIDENTIAL 37 How? Conduct research EARLY Leverage exploratory methods Encourage others to be keen observers
- 38. CONFIDENTIAL 38
- 39. Questions? For follow-up questions about AnswerLab user experience research services, contact: info@answerlab.com CONFIDENTIAL 39