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Avoiding Vapor Research Sean McKay - Big Design 2018

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Avoiding Vapor Research: How to Plan, Capture, and Share User Research Effectively
Understanding the people you are designing for (aka user research) is critical in designing a successful product or service. But how to do it efficiently and effectively can be challenging. In this session, we’ll cover practical techniques and best practices on how to: Prepare for a successful research project Collect rich and consistent qualitative data Analyze results and identify meaningful insights as a team Share results effectively and build credibility within the organization Who should attend? Researchers, designers, product owners, developers, entrepreneurs, or anyone who wants to learn more about user research.

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Avoiding Vapor Research Sean McKay - Big Design 2018

  1. 1. Avoiding Vapor Research Sean McKay Sept 21, 2018 SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  2. 2. What are we seeing? SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  3. 3. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  4. 4. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  5. 5. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  6. 6. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  7. 7. What the… Who the… Why? SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  8. 8. Human Understand Products SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  9. 9. Original Source: Unknown (but thank you!) SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  10. 10. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  11. 11. WHY? HOW WHAT SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  12. 12. WHAT ARE THEY DOING? HOW ARE THEY BEHAVING? WHY? SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  13. 13. “Big Data” WHAT ARE THEY DOING? HOW ARE THEY BEHAVING? Quantitative SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  14. 14. WHY? “Deep Data” Qualitative SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  15. 15. WHY? “Deep Data” Qualitative SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  16. 16. Goals Needs Motivations Reasoning Actions Reactions Intent SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  17. 17. Human Understand Products SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  18. 18. Human Understanding Products SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  19. 19. To the WHY & BEYOND! SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  20. 20. Research / Strategy / Design / Develop / Measure SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  21. 21. Inspiring great design through human understanding SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  22. 22. Meaningful to the user Human + Effective for business SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  23. 23. Opportunity SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  24. 24. Multimedia Interactive Media Computer Human Interaction Experience Design Design Thinking Graphic Design Interaction Design Information Architecture Interface Design Human Centered Design User Experience Customer Experience Web Design User Research SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  25. 25. User Research SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  26. 26. Human Understanding SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  27. 27. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  28. 28. https://www.ibm.com/design/thinking/static/media/Enterprise-Design-Thinking-Report.8ab1e9e1.pdf SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  29. 29. To the WHY & BEYOND! SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  30. 30. Vapor Research SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  31. 31. va·por re·search ˈvāpər/ˈrēˌsərCH/ Noun 1. Research that lacks credibility or value. 2.Research that vanishes. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  32. 32. Top 5 Causes of Vapor Research 1. Research is lost or misplaced 2. Ineffective sharing and socializing 3. Lack of supporting evidence 4. Inappropriate timing 5. Bias in the organization SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  33. 33. Fundamentals to Avoid Vapor Research SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  34. 34. Build Trust SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  35. 35. Build Trust SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  36. 36. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  37. 37. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  38. 38. Stakeholders Sponsors Teams Managers Leadership Critics & Rivals “Cross Silo” SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  39. 39. Researchers Designers UX Team Product Owners Dev Teams Customer Support Marketing SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  40. 40. Develop “Org Empathy” • Seek to understand goals & motivations • Identify decision making styles and adapt • Influence through small successes SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  41. 41. Collaborate SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  42. 42. Collaborate SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  43. 43. “Democratize Research!” “Big Tent Research!” “Everyone should be doing it!” SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  44. 44. • Create shared understanding • Build relationships and alliances • Use collaborative language Meaningful Involvement SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  45. 45. Rigor, Transparency & Consistency SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  46. 46. Rigor, Transparency & Consistency SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  47. 47. • Demonstrate Qualitative Rigor • Be open and transparent • Be consistent and make it repeatable Rigor, Transparency, & Consistency SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  48. 48. Research Process SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  49. 49. “Backbone” Plan Collect Analyze & Synthesize Share & Store SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  50. 50. Plan Collect
  51. 51. A goal Without a plan Is a WISH SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  52. 52. Plan Collect Analyze & Synthesize Share & Store 1. Create a detailed plan Planning Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  53. 53. RESEARCH PLAN SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  54. 54. 1. Create a detailed plan 2. Test with the right people Planning Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  55. 55. 1. Create a detailed plan 2. Test with the right people 3. Prepare for anything Planning Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  56. 56. an Collect Analyze & SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  57. 57. Collect moments things.not SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  58. 58. 1. Proper facilitation Collection Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  59. 59. Proper Facilitation • Interview Guide • Privacy & Consent • Record session + notetaker(s) • Maintain a consistent structure • Build a rapport with participant • Manage Timing Sessions • Good follow-up or probing questions • Debrief after each session SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  60. 60. 1. Proper facilitation 2. Collaborative process 3. Shared centralized results Collection Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  61. 61. ect Analyze & Synthesize Share SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  62. 62. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  63. 63. SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  64. 64. • Behaviors/Attitudes • Needs/Goals • Data Points/Quotes • Sort/Group • Relationships • Themes SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  65. 65. 1. Take (make) the time 2. Involve multiple perspectives 3. Identify & capture meaningful insights Analyze/Synthesize Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  66. 66. • Based research data/findings (not assumptions) • An expression of a current understanding • Simple and concise language that includes context • Based in needs, goals, reasoning, mental models Meaningful Findings & Insights SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  67. 67. Analyze & Synthesize Share & Store SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  68. 68. You can’t use…what you can’t find. ~ My Wife SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  69. 69. 1. Keep it relatable and actionable Share & Store Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  70. 70. • Keep it human • Minimize research jargon • Align/create personas, mental models, journey maps, context scenarios, etc. Relatable and Actionable (support with evidence and data) SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch Plan Collect Analyze & Synthesize Share & Store
  71. 71. Plan Collect Analyze & Synthesize Share & Store 1. Keep it relatable and actionable 2. Align and socialize 3. Central storage, access & distribution Share & Store Essentials SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  72. 72. “Backbone” Plan Collect Analyze & Synthesize Share & Store
  73. 73. Plan Collect Analyze Store & Share Collaborate Organized Find & Reference Reuse Scale Expertise Measure Impact Quality Efficiency Consistency Cost Effective Scalability Credibility RESEARCH PRACTICE TEAM BUSINESSPROCESS & TOOLS ENTERPRISE INTEGRATION STRATEGY RECRUITMENT, ONBOARDING & TRAINING VALUEBUDGET SUSTAINABILITYEXPERTISE Building a Research Practice SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  74. 74. To the WHY & BEYOND! SEAN MCKAY | ©2018 Handrail, LLC#AvoidVaporResearch
  75. 75. https://bit.ly/2Ii112c @connectfive @handrailux sean@handrailux.com Research Resources /seanmckay

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