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UXPA 2013: Effectively Communicating User Research Findings

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Communicating user research findings effectively so that people can understand them, believe them, and know how to act on the recommendations can be challenging. You may feel that you’ve delivered a successful presentation, but later you find that the recommendations aren’t acted upon. Ideally, our clients are as interested in our user research findings and recommendations as we are and find them valuable, but without the proper understanding, clients can express a variety of negative reactions. This presentation will discuss best practices in communicating user research findings to avoid these problems and to lead to better outcomes.

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UXPA 2013: Effectively Communicating User Research Findings

  1. 1. Effectively Communicating User Research Findings UXPA 2013 - UX Fundamentals track Presented by Jim Ross Principal of Research & Strategy Electronic Ink @anotheruxguy © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. 10 July 2013 Effectively Communicating User Research Findings 7/10/2013 1
  2. 2. Why this topic? Why talk about communicating user research findings? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 2
  3. 3. Why this topic? Anyone can write a report, right? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 3
  4. 4. Why this topic? Anyone can create a PowerPoint presentation, right? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 4
  5. 5. Why this topic? Have you ever given a presentation when it seems like everything goes right… © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 5
  6. 6. Why this topic? But few of your recommendations are implemented. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 6
  7. 7. Why this topic? Or no one reads your long report. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 7
  8. 8. Why this topic? Or your presentation puts the audience to sleep. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 8
  9. 9. Why this topic? You’re wrong! We already knew that! We could have done that ourselves! Source: Flickr – CT State Library Or you don’t get the reaction you expect. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 9
  10. 10. Why this topic? Source: Flickr – Blue Oxen Associates 2009 Or they make changes instead of waiting for your deliverable. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 10
  11. 11. Why this topic? Or you hand off the deliverable and leave the project, and everyone interprets the research any way they wish. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 11
  12. 12. Why this topic? Communicating user research findings effectively can be challenging. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 12
  13. 13. Why this topic? Communicating user research findings effectively can be challenging. • Raise your hand if you’ve ever… © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 13
  14. 14. Why this topic? Communicating user research findings effectively can be challenging. • Raise your hand if you’ve ever… - Written a long, boring report © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 14
  15. 15. Why this topic? Communicating user research findings effectively can be challenging. • Raise your hand if you’ve ever… - Written a long, boring report Given a long, boring presentation © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 15
  16. 16. Why this topic? To communicate user research findings effectively , you have to: • Explain • Educate • Entertain • Persuade • Guide © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 16
  17. 17. Why this topic? What we’ll talk about • Handling audience reactions to deliverables • How to choose the best deliverable format • Advantages and disadvantages of different types of research deliverables • Tips for creating effective research deliverables • Communicating research beyond deliverables © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 17
  18. 18. Why this topic? What we won’t talk about • Writing skills • Presentation skills © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 18
  19. 19. Why this topic? Who am I to talk about this? • 13 years of experience as a UX researcher and designer • Created many deliverables • Made many mistakes • Learned many lessons © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 19
  20. 20. Audience reactions to deliverables. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 20
  21. 21. Audience reactions to deliverables Positive reactions • “This is great, but if I presented this to our executives, it would be like setting off a bomb in the room.” – Client © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 21
  22. 22. Audience reactions to deliverables Unfortunately, we don’t always get ideal reactions. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 22
  23. 23. Audience reactions to deliverables Negative reactions • • • • • • • • • • Yeah yeah fine, now where are the designs? We already knew that! We could have done that ourselves. You’re wrong! Why didn’t you mention this problem? These recommendations aren’t specific enough. But you only talked with 12 people. Where did you get these participants? That’s a training issue. We can’t fix that. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 23
  24. 24. Audience reactions to deliverables Yeah yeah fine, now where are the designs? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 24
  25. 25. Audience reactions to deliverables Yeah yeah fine, now where are the designs? Why you get this reaction • The time between the kickoff and the research deliverables is long. • Uninvolved client/team members become impatient and anxious. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 25
  26. 26. Audience reactions to deliverables Yeah yeah fine, now where are the designs? How to prevent this reaction • Set expectations about the research activities at the kickoff meeting. • Keep the client/project team involved. • Provide frequent updates. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 26
  27. 27. Audience reactions to deliverables We already knew that! © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 27
  28. 28. Audience reactions to deliverables We already knew that! Why you get this reaction • They usually do know much of the information. • Research findings often sound like obvious, common sense. • They misunderstand the purpose of research. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 28
  29. 29. Audience reactions to deliverables We already knew that! How to prevent this reaction • Clarify to clients: - You may already know a lot of this information, but it’s important for the design team to understand it. - There’s value in gathering, validating, and publishing this information. - You bring value through your analysis and expert, outside perspective. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 29
  30. 30. Audience reactions to deliverables You’re wrong! © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 30
  31. 31. Audience reactions to deliverables You’re wrong! Why you get this reaction • You report the participants’ “incorrect” beliefs. • They think you’re supposed to be a subject-matter expert. • You’ve revealed your technology ignorance. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 31
  32. 32. Audience reactions to deliverables You’re wrong! How to prevent this reaction • Clarify the need for everyone to combine their expertise: - You’re a user experience expert. - Clients are business and subject matter experts. - Users are experts in their own needs. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 32
  33. 33. Audience reactions to deliverables You’re wrong! How to prevent this reaction • Explain that - “Incorrect” information is valuable. - Research findings are iterative, and you welcome clarifications. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 33
  34. 34. Audience reactions to deliverables We could have done that ourselves! © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 34
  35. 35. Audience reactions to deliverables We could have done that ourselves! Why you get this reaction • Findings often seem like common sense. • We make it seem easy – anyone can watch people and ask questions. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 35
  36. 36. Audience reactions to deliverables We could have done that ourselves! How to handle this reaction • Turn it around on them: “Then why haven’t you?” • Remind them why they haven’t done it themselves: - Lack of time - Lack of knowledge and skills - Lack of outside perspective © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 36
  37. 37. Audience reactions to deliverables But you only talked with 12 people. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 37
  38. 38. Audience reactions to deliverables But you only talked with 12 people. Why you get this reaction • They’re more familiar with quantitative research. • They don’t understand qualitative research. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 38
  39. 39. Audience reactions to deliverables But you only talked with 12 people. How to prevent this reaction • Explain at the beginning of the project: - The difference between qualitative and quantitative research - The value of observing behavior © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 39
  40. 40. Audience reactions to deliverables Where did you get these participants? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 40
  41. 41. Audience reactions to deliverables Where did you get these participants? Why you get this reaction • We deliver bad news. • It’s easier to blame the participants than to believe the bad news. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 41
  42. 42. Audience reactions to deliverables Where did you get these participants? How to prevent this reaction • Involve the client and project team in recruiting by having them: - Provide input on the types of people to recruit - Approve the screener - Approve the list of recruited participants • Use video clips of multiple participants with the same reaction. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 42
  43. 43. Audience reactions to deliverables Why didn’t you mention this problem? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 43
  44. 44. Audience reactions to deliverables Why didn’t you mention this problem? Why you get this reaction • You didn’t specifically mention someone’s pet-peeve. • They don’t understand the types of findings different research methods provide. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 44
  45. 45. Audience reactions to deliverables Why didn’t you mention this problem? How to prevent this reaction • At the beginning of the project, explain the types of findings your research will provide. - For example, usability testing versus field studies © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 45
  46. 46. Audience reactions to deliverables These recommendations aren’t specific enough. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 46
  47. 47. Audience reactions to deliverables These recommendations aren’t specific enough. Why you get this reaction • Some expect a specific, actionable recommendation for each problem. • But that’s not always possible or appropriate in a research deliverable. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 47
  48. 48. Audience reactions to deliverables These recommendations aren’t specific enough. How to prevent this reaction • Explain up front that - Some recommendations will be specific and actionable. - Others will be general and may require more research or design exploration. - It’s important not to prematurely box in the design direction. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 48
  49. 49. Audience reactions to deliverables That’s a training issue. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 49
  50. 50. Audience reactions to deliverables That’s a training issue. Why you get this reaction • It seems like an easy way to get out of fixing problems. • It seems easier to change people than to change technology. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 50
  51. 51. Audience reactions to deliverables That’s a training issue. How to handle this reaction • Explain that - Usability minimizes the need for training. - Usability problems only need to be fixed once, while training is ongoing. - Training doesn’t solve inefficiency of use. - Training doesn’t help infrequent users. - It’s easier to change technology than to change people. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 51
  52. 52. Audience reactions to deliverables We can’t fix that. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 52
  53. 53. Audience reactions to deliverables We can’t fix that. Why you get this reaction • The same issues that caused the problem remain in the way of fixing it. - Technical issues - Regulatory and legal issues - Conflict with business goals - Organizational turf - Executive whims © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 53
  54. 54. Audience reactions to deliverables We can’t fix that. How to prevent this reaction • Consult your own technical resources. • Present to the decision makers. • Keep your recommendations flexible. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 54
  55. 55. Audience reactions to deliverables Your experience • What kinds of negative reactions have you received? • How did you handle those? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 55
  56. 56. Audience reactions to deliverables The overall lessons • Negative reactions arise from misunderstandings. • Set the right expectations from the beginning. • Communicate throughout the project. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 56
  57. 57. Choosing a deliverable format. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 57
  58. 58. Choosing a deliverable format Considerations • What type of research was it? • Who is the audience? • Will you remain on the project or go away? • How soon do they need the findings? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 58
  59. 59. Choosing a deliverable format What type of research was it? • Interface-related (usability testing, expert review, etc.)? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 59
  60. 60. Choosing a deliverable format What type of research was it? • Or field studies? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 60
  61. 61. Choosing a deliverable format Who is the audience? • High-level executives or designers/developers? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 61
  62. 62. Choosing a deliverable format Who is the audience? • A client or an internal project team? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 62
  63. 63. Choosing a deliverable format How soon do they need the findings? • As soon as possible? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 63
  64. 64. Choosing a deliverable format How soon do they need the findings? • Or no rush? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 64
  65. 65. Choosing a deliverable format Will you remain on the project? • The deliverable can be more high-level. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 65
  66. 66. Choosing a deliverable format Or will you deliver the findings and go away? • The deliverable has to be detailed and clear enough to stand in for you. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 66
  67. 67. Types of research deliverables. Advantages and disadvantages © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 67
  68. 68. Types of research deliverables • No deliverable at all • Quick findings • Annotated designs • Reports • Presentations • Findings and Recommendations Matrix • Other types of deliverables: personas, scenarios, workflow diagrams, etc. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 68
  69. 69. Types of research deliverables No deliverable at all © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 69
  70. 70. Types of research deliverables No deliverable at all Advantages • Saves time and money • Encourages team participation in the research through: - Observation - Collaborative analysis and discussion © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 70
  71. 71. Types of research deliverables No deliverable at all Disadvantages • No documentation for future use • Knowledge only exists in people’s heads • Nothing tangible to show for the research © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 71
  72. 72. Types of research deliverables Quick findings © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 72
  73. 73. Types of research deliverables Quick findings Advantages • Saves time and money • Can discuss findings soon after research • Ideal for quick iteration • Some documentation exists for future reference © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 73
  74. 74. Types of research deliverables Quick findings Disadvantages • No detailed analysis • Findings remain high-level • Details can get lost © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 74
  75. 75. Types of research deliverables Annotated designs © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 75
  76. 76. Types of research deliverables Annotated designs Advantages • Combines the best aspects of reports and presentations - Visual - Explains problems more clearly by pointing to them - Appears more approachable and less dense than a report © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 76
  77. 77. Types of research deliverables Annotated designs Advantages • Combines the best aspects of reports and presentations - Text - Provides more explanation than a presentation - Stands on its own as a deliverable and makes sense later © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 77
  78. 78. Types of research deliverables Annotated designs Disadvantages • Only suitable for interface-related findings • Difficult to present © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 78
  79. 79. Types of research deliverables Reports © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 79
  80. 80. Types of research deliverables Reports Advantages • Provide the most detail • Stand alone • Serve as an archive • Allow your presentation to be more high-level • Appear substantial © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 80
  81. 81. Types of research deliverables Reports Advantages • Most flexible format – a container for anything: - Text - Images - Annotated screens - Quotes - Personas - Diagrams - Visualizations - Links to video or audio clips © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 81
  82. 82. Types of research deliverables Reports Disadvantages • Can be too long • Take longer to create • People often don’t read them • Also have to create a presentation © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 82
  83. 83. Types of research deliverables Presentations (two types) • Presentation in addition to a report • Presentation as the only deliverable © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 83
  84. 84. Types of research deliverables Presentation in addition to a report © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 84
  85. 85. Types of research deliverables Presentation in addition to a report Advantages • Can keep it high-level • Don’t have to cover everything • Can optimize for presenting – less text, more visual © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 85
  86. 86. Types of research deliverables Presentation in addition to a report Disadvantages • Need to create two deliverables • Those who attend the presentation may not read the report © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 86
  87. 87. Types of research deliverables Presentation as the only deliverable © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 87
  88. 88. Types of research deliverables Presentation as the only deliverable Advantages • Takes less time • Costs less • More people attend a presentation than read a report © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 88
  89. 89. Types of research deliverables Presentation as the only deliverable Disadvantages • Has to cram in everything or leave out details • Has to be detailed enough to stand alone • Is not the best format to convey detail © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 89
  90. 90. Types of research deliverables Presentation as the only deliverable You either end up with: • A text-heavy presentation • Or you have to leave out information © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 90
  91. 91. Types of research deliverables Presentation as the only deliverable So how do you solve this dilemma? • Don’t create a presentation as the only deliverable © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 91
  92. 92. Types of research deliverables Presentation as the only deliverable So how do you solve this dilemma? • Put the detail in an appendix © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 92
  93. 93. Types of research deliverables Presentation as the only deliverable So how do you solve this dilemma? • Create a presentation version AND a detailed, standalone version © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 93
  94. 94. Types of research deliverables Presentation as the only deliverable So how do you solve this dilemma? • Record your presentation (screen and audio) so others can view it later © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 94
  95. 95. Types of research deliverables Presentation as the only deliverable So how do you solve this dilemma? • Provide annotated designs instead of a presentation © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 95
  96. 96. Types of research deliverables Presentation as the only deliverable So how do you solve this dilemma? • Create a high-level presentation and a findings and recommendations matrix to contain the details… © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 96
  97. 97. Types of research deliverables Findings and recommendations matrix © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 97
  98. 98. Types of research deliverables Findings and recommendations matrix Advantages • Provides an easy way to see the recommendations • Contains the detail, allowing the presentation to remain high-level • Can take the place of a report © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 98
  99. 99. Types of research deliverables Findings and recommendations matrix Disadvantages • Another deliverable to create, which takes additional time © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 99
  100. 100. Types of research deliverables Other types of research deliverables • Personas • Scenarios • Workflow diagrams • Task analysis diagrams • Customer journey maps • And more… © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 100
  101. 101. Types of research deliverables Other types of research deliverables Advantages • Often communicate better than words alone • Easier, quicker, and more interesting to read than a report • People refer back to them more often than re-reading a report © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 101
  102. 102. Types of research deliverables Other types of research deliverables Disadvantages • Additional deliverables to create, which takes additional time • Don’t stand alone – additional deliverables are necessary © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 102
  103. 103. Types of research deliverables Your experience • Which types of deliverables have you found most or least useful? • Other types of deliverables? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 103
  104. 104. Creating effective research deliverables. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 104
  105. 105. Creating effective research deliverables For an effective research deliverable • Use a good template. • Make it look good. • Explain the methods. • Note the positive aspects. • Visualize findings: using photos, quotes, audio and video clips. • Visualize recommendations. • Prioritize the findings and recommendations. • Guide the audience on the next steps. • Get it reviewed. • Ensure that the right people attend. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 105
  106. 106. Creating effective research deliverables Use a good template. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 106
  107. 107. What a research deliverable needs to do Make it look good, so that people will read it and pay attention. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 107
  108. 108. What a research deliverable needs to do Make it look good, so that people will read it and pay attention. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 108
  109. 109. Creating effective research deliverables Explain the methods you used. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 109
  110. 110. Creating effective research deliverables Note the positive aspects. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 110
  111. 111. Creating effective research deliverables Visualize the findings. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 111
  112. 112. Creating effective research deliverables Visualize the findings. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 112
  113. 113. Creating effective research deliverables Visualize the findings. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 113
  114. 114. Creating effective research deliverables Visualize the findings. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 114
  115. 115. Creating effective research deliverables Use photos to help explain your methods. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 115
  116. 116. Creating effective research deliverables Use photos to help explain your methods. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 116
  117. 117. Creating effective research deliverables Use photos to show what you found in the research. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 117
  118. 118. Creating effective research deliverables Use quotes. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 118
  119. 119. Creating effective research deliverables Use quotes, but don’t overdo it. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 119
  120. 120. Creating effective research deliverables Use quotes – longer, multiple quotes work better in reports. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 120
  121. 121. Creating effective research deliverables Use quotes sparingly in presentations. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 121
  122. 122. Creating effective research deliverables Use quotes sparingly in presentations. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 122
  123. 123. Creating effective research deliverables Use quotes sparingly in presentations, or create two versions. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 123
  124. 124. Creating effective research deliverables Show video clips and audio clips. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 124
  125. 125. Creating effective research deliverables Visualize the recommendations. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 125
  126. 126. Creating effective research deliverables Visualize recommendations with mockups. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 126
  127. 127. Creating effective research deliverables Visualize recommendations by showing examples. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 127
  128. 128. Creating effective research deliverables Visualize recommendations by showing examples. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 128
  129. 129. Creating effective research deliverables Prioritize the findings and recommendations. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 129
  130. 130. Creating effective research deliverables Guide the audience on the next steps. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 130
  131. 131. Creating effective research deliverables Guide the audience on the next steps. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 131
  132. 132. Creating effective research deliverables Get it reviewed. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 132
  133. 133. Creating effective research deliverables Get it reviewed. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 133
  134. 134. Creating effective research deliverables Source: Flickr – Charles Roffey Ensure that the right people attend the presentation. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 134
  135. 135. Beyond deliverables. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 135
  136. 136. Beyond deliverables Source: Flickr – Intangible Arts Is “delivery” the best way to impart research findings? © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 136
  137. 137. Beyond deliverables Problems with delivery • Research is less impactful without experiencing it firsthand. • People only take in and remember some of the information. • Deliverables aren’t an effective substitute for you after you’re gone. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 137
  138. 138. Beyond deliverables The solution: collaborative research • Involve the clients and project team in - Planning - Observing - Analysis © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 138
  139. 139. Beyond deliverables Involve the clients and project team in planning. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 139
  140. 140. Beyond deliverables Source: Flickr – Rosenfeld Media 2009 Involve the clients and project team in observing the research. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 140
  141. 141. Beyond deliverables Source: Flickr – Jason DeRuna Source: Flickr – Rosenfeld Media 2009 Involve the clients and project team in analyzing the results. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 141
  142. 142. Beyond deliverables Collaborative research gives the team: • More empathy for the users • A deeper understanding of the problems and recommended solutions • A stronger sense of responsibility to solve the problems © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 142
  143. 143. Beyond deliverables But still provide a deliverable to document the research. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 143
  144. 144. Beyond deliverables Remain involved after presenting the deliverable: • To answer questions and provide guidance • To collaborate on the design • To conduct further research © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 144
  145. 145. Conclusion. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 145
  146. 146. Conclusion To effectively communicate user research: • Set the right expectations. • Communicate throughout the research process. • Conduct collaborative research. • Create a deliverable. • Remain involved. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 146
  147. 147. Thank You. Jim Ross @anotheruxguy www.anotheruxguy.com jross@electronicink.com © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 147
  148. 148. Questions and Discussion. © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 148
  149. 149. Thank You. Jim Ross @anotheruxguy www.anotheruxguy.com jross@electronicink.com © 2012. ELECTRONIC INK, INC. ALL RIGHTS RESERVED. Effectively Communicating User Research Findings 7/10/2013 149

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