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Your Trusted User Experience Research Partner
Amy Buckner Chowdhry
AnswerLab CEO & Co-Founder
February 7, 2013
Outside the...
AnswerLab: The User Experience Research Leader
• Founded: 2004, San Francisco
• Opened New York Office in 2012
• Trusted b...
Amy Buckner Chowdhry
CEO & Co-Founder, AnswerLab
• Drives AnswerLab to fulfill its vision and strategic plan, cultivates t...
5 Insights
3
Getting in
Customers’
Minds
1
Why It
Matters
2
Presentation Topics
Getting in Customers’ Minds
Would You Bake A Cake On A Whim?
Would You Pack For Vacation Without Knowing
Your Destination?
Would You Build A House Without Examining
The Foundation?
Option 1
Would You Build A Map App Without Good
Source Data?
Beware Of Skipping Foundational
Steps In Product Development
The Evolution Of UX Research
2005
Refine
Prototypes
Right
Way?
2011
Understand
Pre-product
Right
Product?
2000
Validate
Li...
Move Beyond Usability To Understanding
Opportunity Gaps Environment
Interaction Modes & Use Cases
Understanding of Audienc...
Build the
Right Thing
Understand
Where is
the
customer?
Where are
the gaps between
product capabilities
and customer
activ...
Why It Matters…
Employers Build This
Customers Want This
The Buzz about . . .
Inadequate Understanding Of Privacy Needs
Results In Product Failure
5 UX Insights
Context is King
Insight 1:
The Mobile Wallet Olympics*
Who will end up on the medal stand?
SPEED is required to win!
*Image from Mobile Wallet Media ...
• Create mock retail store and conduct mobile “shop-alongs”
• Innovation games to design the ideal shopping assistant
PayP...
Key Research Findings For Digital Wallet
• Consumers highly receptive to
an app offering location-based
deals
• Point of s...
Click for video example
PayPal Studies Customers In Context To
Launch Wallet App In London
• Pay on smartphone using
barco...
Insight 2:
Top US Bank Needs To Measure Potential
Adoption Of Online Payment
Top US Bank Needs To Measure Potential
Adoption Of Online Payment
• Would new & improved user
experience promote
adoption?...
Key Finding: New UX Won’t Promote Adoption Among
Offline Customers Because Barrier Was Not Usability
Active Users
Went
Ina...
Insight 3:
Things Are Not Always What They Seem
• To understand new users’ experience in natural environment, we conducted
a diary study and in-depth interviews
• To unde...
v
Recommended
Subscription Plan
Monthly All
Access
Access All
Features
Every Month
You Subscribe
Pay
Monthly
$24.95/mo.
Qu...
It’s About More Than The Product
Insight 4:
Ethnography Helps Software Client Evaluate Why
Move from Desktop To SaaS Makes Users Unhappy
• Compensation system encourages bad data in software
• In-office workflow impacts poor product experience
• Poor workflow...
Insight 5:
Get Beyond Usability To Delight
• Test various platforms including desktop applications, mobile apps, and
observe in-store experiences
Program Of Research...
• Mobile research reveals customer
concerns about waiting in line, even
if they could use mobile tools in
advance
• We rec...
Leverage Research Techniques Beyond Usability
For Deeper Customer Understanding
• Conduct research EARLY in the development cycle; ground-breaking
customer insights have little impact if they are discov...
Questions?
For follow-up questions about AnswerLab user experience research services,
contact: info@answerlab.com
Your Trusted User Experience Research Partner
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Outside the Lab and Inside Their Minds: 5 Case Studies of Strategic UX Research

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Research that gets into your users’ heads and supports rich customer experience is most valuable and strategic when not confined to evaluating product "usage."

AnswerLab shares examples of research approaches that surprise and delight by delivering experience insights beyond the scope of "could they use it?"

Published in: Business
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Outside the Lab and Inside Their Minds: 5 Case Studies of Strategic UX Research

  1. 1. Your Trusted User Experience Research Partner Amy Buckner Chowdhry AnswerLab CEO & Co-Founder February 7, 2013 Outside the Lab and Inside Their Minds: 5 Case Studies of Strategic UX Research Amy Buckner Chowdhry , AnswerLab CEO & Co-Founder February 7, 2013
  2. 2. AnswerLab: The User Experience Research Leader • Founded: 2004, San Francisco • Opened New York Office in 2012 • Trusted by global market leaders • Recommended by • Fastest growing research firm 4 years in a row • Recognized in Fortune Magazine 2
  3. 3. 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 | PROJECT # [INPUT NUMBER HERE] 3
  4. 4. 5 Insights 3 Getting in Customers’ Minds 1 Why It Matters 2 Presentation Topics
  5. 5. Getting in Customers’ Minds
  6. 6. Would You Bake A Cake On A Whim?
  7. 7. Would You Pack For Vacation Without Knowing Your Destination?
  8. 8. Would You Build A House Without Examining The Foundation?
  9. 9. Option 1 Would You Build A Map App Without Good Source Data?
  10. 10. Beware Of Skipping Foundational Steps In Product Development
  11. 11. The Evolution Of UX Research 2005 Refine Prototypes Right Way? 2011 Understand Pre-product Right Product? 2000 Validate Live Product
  12. 12. Move Beyond Usability To Understanding Opportunity Gaps Environment Interaction Modes & Use Cases Understanding of Audience Holistic Research
  13. 13. Build the Right Thing Understand Where is the customer? Where are the gaps between product capabilities and customer activities? What is she trying to accomplish in her job? What external factors influence her? How does the customer feel about the brand? Is our product solving the right problems?
  14. 14. Why It Matters…
  15. 15. Employers Build This
  16. 16. Customers Want This
  17. 17. The Buzz about . . . Inadequate Understanding Of Privacy Needs Results In Product Failure
  18. 18. 5 UX Insights
  19. 19. Context is King Insight 1:
  20. 20. The Mobile Wallet Olympics* Who will end up on the medal stand? SPEED is required to win! *Image from Mobile Wallet Media (http://www.mobilewalletmedia.com/7_Ss_Week_5-Speed-12012.html)
  21. 21. • Create mock retail store and conduct mobile “shop-alongs” • Innovation games to design the ideal shopping assistant PayPal & AnswerLab Use Innovative Research Methods To Drive Digital Wallet
  22. 22. Key Research Findings For Digital Wallet • Consumers highly receptive to an app offering location-based deals • Point of sale is when mobile app desired • Consumer comfort with barcode scanners • Social pressures matter – concerns about perceptions of line cutting and tipping for prepayment
  23. 23. Click for video example PayPal Studies Customers In Context To Launch Wallet App In London • Pay on smartphone using barcode • Alerts for promotions • Works with or without signal
  24. 24. Insight 2: Top US Bank Needs To Measure Potential Adoption Of Online Payment
  25. 25. Top US Bank Needs To Measure Potential Adoption Of Online Payment • Would new & improved user experience promote adoption? • Lab setting won’t work to measure potential adoption • We used quantitative prototype research to compare existing site to future site
  26. 26. Key Finding: New UX Won’t Promote Adoption Among Offline Customers Because Barrier Was Not Usability 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. 27. Insight 3: Things Are Not Always What They Seem
  28. 28. • To understand new users’ experience in natural environment, we conducted a diary study and in-depth interviews • To understand factors affecting churn, we did online focus groups among former, new, & loyal subscribers Online Service Seeks to Improve Conversion From Free Trial, Reduce Churn
  29. 29. v Recommended Subscription Plan 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.) Maintenance Plan Limited Features Pay Monthly $17.95/mo. Weekly Pass Access All Features Pay Per 2-Day Usage Pass $13.95/Week Pass v Key Finding: Subscription Model Didn’t Align With Usage Patterns; Usability/ Features Not Primary Issue 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.) Existing Subscription Plan
  30. 30. It’s About More Than The Product Insight 4:
  31. 31. Ethnography Helps Software Client Evaluate Why Move from Desktop To SaaS Makes Users Unhappy
  32. 32. • Compensation system encourages bad data in software • In-office workflow impacts poor product experience • Poor workflow also built into software resulting in continued reliance of offline methods of data processing Key Finding: Customer Experience About More Than Product Usage
  33. 33. Insight 5: Get Beyond Usability To Delight
  34. 34. • Test various platforms including desktop applications, mobile apps, and observe in-store experiences Program Of Research To Understand End-To-End Customer Experience Of F100 Logistics Company • Online surveys to profile potential customers, determine pain points with existing services, understand new opportunities • Lab-based, in-person interviews to understand the “why” behind delights/pain points and get reactions to prototypes
  35. 35. • Mobile research reveals customer concerns about waiting in line, even if they could use mobile tools in advance • We recommended a kiosk approach so mobile customers could scan the QR code on their phone themselves and bypass the queue Research Uncovers Customer Expectations For Digital And In-Store Experiences
  36. 36. Leverage Research Techniques Beyond Usability For Deeper Customer Understanding
  37. 37. • Conduct research EARLY in the development cycle; ground-breaking customer insights have little impact if they are discovered late in the development game • Leverage exploratory methods; e.g., diary studies, ethnographies, to learn about customers’ behaviors in their environments and get to the bottom of the context of their usage • Encourage colleagues to be keen observers of customers’ experiences. Have them join you in ride-alongs or shop-alongs and encourage them to stay engaged during customer interviews How Do You Get Deeper Customer Understanding?
  38. 38. Questions? For follow-up questions about AnswerLab user experience research services, contact: info@answerlab.com
  39. 39. Your Trusted User Experience Research Partner

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