"Considering Research" - Dave Hora @ User Research London 2019

1. … what happened? …why didn’t that work?

2. considering research Dave Hora Research @ N26 @stonecrops_ davesresearch.com/resources @ User Research London 2019: 28 June

3. 1. Impact starts with intent: asking and answering useful, relevant questions @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

4. “run a really good usability study”

5. “talking to customers” “doing research” “learning a lot”

6. “learn & explain X to decide on Y”

7. questions approach execution analysis synthesis follow- through @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

8. questions approach execution analysis synthesis follow- through impact @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

9. questions approach execution analysis synthesis follow- through impact starts here @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

10. Impact starts with intent: Our job is to figure out what the team needs to learn to push the work forward. Our language & mindset needs to be focused on impact: how will learning [this kind of thing] help make decisions or change how we act? @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

11. 2. We work with “experience,” of the messy human variety @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

12. Page: The Measure of Man and Woman: Human Factors in Design

13. We work with experiences: When people ‘do activities’ through the systems, products, and services we offer, a “user experience” happens. Consider: what types of data must we gather to understand, support, and improve these experiences? @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

14. 3. Experience is a complex, layered, dynamic system @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

15. mutually co-developing, subjective, ephemeral

16. Intent Action Emotion & Expectation Culture & Context

17. What actually happens in the world? Why?

18. Action

19. How does/ will it work?

20. How do/will they act?

21. • Usability testing • Prototype testing • Field observations • Experience sampling • User interviewing

22. Intent

23. What do our systems enable?

24. What are they trying to achieve?

25. • Persona development • Card sorting / tree testing • Design synthesis • JTBDs • Conceptual modeling • User interviewing

26. Culture & Context

27. How does it function? What are we trying to do here?

28. What do they need to succeed? What is their context?

29. • Contextual inquiry • Field study / ethnography • Product strategy • Cultural probes / diary • User interviewing

30. Emotion & Expectation

31. How do we believe the world is?

32. How do they view / expect the world to work? What do they think, feel?

33. • Concept testing • Mental models • Conceptual models • Alignment workshops • Product/design vision

34. Experience is a complex, dynamic system: Experience arises from peoples’ experiences of interaction. A map of this terrain will allow us to be effective: to move forward with intention and awareness.

35. 4. The people who produce experiences (all of us) lose sight of reality @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

36. screenshot: Peter Merholz @ ConveyUX 2017: https://www.youtube.com/watch?v=c3zM6KWfXpU

37. “User research” user experience happening at the exact moment you read this: Me @ User Research London 2019 User Experience in reality UX Design Research

38. Intent Action Culture & Context Emotion & Expectation @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

39. Intent Action Culture & Context Emotion & ExpectationYes: this can be too much for product management and user experience to handle: @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

40. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

45. A need for user research: The complexity of our experience-systems increases—at an increasing rate. Creating ‘good’ experiences is a huge effort: Eng, PM, UX are not primarily oriented to generate [useful] knowledge. We have the tools and mindset to produce actionable insight about the complex & reality of human experience. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

46. 5. Our process is designed to help our teams change how they think: to see reality @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

47. questions approach execution analysis synthesis follow- through @stonecrops_ davesresearch.com/resources   Considering Research User Research London 2019

53. What research does: We understand where the system is out of balance, or our picture doesn’t match reality. We ensure teams are aligned on useful questions that frame those mismatches. We Ask questions that, when answered, will change how we think & what we produce. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

54. 6. E.g., a simple visualisation of reality is a powerful tool for change @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

55. questions approach execution analysis synthesis follow- through

56. Photo by Brett Jordan on Unsplash Photo by LinkedIn Sales Navigator on Unsplash

57. Team 1: Consumer Behavior: Using shopper app as live shopping checklist Goal: Shop for correct items quickly, find good replacement items Context: In a hectic/busy store Team 2: Shopper Behavior: Checking / adjusting order progress Goal: Visibility & control for changes to order Context: Wide variety: work, home, errands, etc. Touchpoint: Consumer app Touchpoint: Shopper app @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

58. t=1 t=2 t=3 t=4 @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

59. t=1 t=2 t=3 t=4 What is the experience over time? @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

60. t=1 t=2 t=3 t=4 • User journeys • Experience maps • Service blueprints @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

61. Team 1: Consumer Behavior: Using shopper app as live shopping checklist Goal: Shop for correct items quickly, find good replacement items Context: In a hectic/busy store Team 2: Shopper Behavior: Checking / adjusting order progress Goal: Visibility & control for changes to order Context: Wide variety: work, home, errands, etc. Touchpoint: Consumer app Touchpoint: Shopper app @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

62. Touchpoint: Customer app Touchpoint: Driver app @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

66. Tell the team: • What common themes did you ﬁnd? • What customer needs are unmet, problems unsolved? • What new questions do you have about our customers? (quant, qual)

67. Tell the team: • What common themes did you ﬁnd? • What customer needs are unmet, problems unsolved? • What new questions do you have about our customers? (quant, qual)

68. The way shoppers contact you is changing.

69. Depicting reality: If your team doesn’t have a clear picture: the best first step is always to understand the world as it is now. There’s magic in visualizing sensibly- scoped experience-over-time. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

70. 7. Everything changes more slowly the farther we move away from experience @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

71. “HOW DO YOU ALL NOT UNDERSTAND… HOW TOTALLY F**CKED THIS IS??”

72. changes slowlychanges slowly changes rapidly @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

73. changes slowlychanges slowly changes rapidly • Peoples’ thinking changes according to pace of corresponding layers @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

74. increased distance from experience = more human skills & PATIENCE required to navigate the terrain changes slowlychanges slowly changes rapidly @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

75. Understanding pace: Change takes more time as we increase our distance from experience. Recognize how much time it will take to act on higher-order insights. And then how much more it can take to change minds. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

76. 8. Practitioners start at the moment of truth and grow outwards @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

77. Researcher’s Path to Develop •Technical Skills (craft) •Human / Org. Skills (collab. & influence) •Research Process Mastery @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

79. Understanding and gathering credible data about experiences @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

80. Developing approaches to gathering data and transforming it into useful insights @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

81. Identifying meaningful questions that lead to action—driving the entire process forward @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

82. *but actually… we grow through this cycle at different levels of scope @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

85. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019 ?? ? ? ?

86. https://github.com/researchops/researcherskills-workshop *google: “github researcher skills workshop” is working on a more useful take right now: The“researcher skills workshop” series.

87. Working as a researcher: Ultimately, we grow in our ability to move through & manipulate the system that creates experiences. It starts with technical basics: getting the right data, then we learn to leverage it for change. craft skills + human skills + process mastery = experience fluency & impact @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

88. 9. Manager-work begins on the outside, impact ﬂows in @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

89. Manager’s Frames & Levers •The Organization (awareness & integration) •The Team (structure, processes, & growth) •The Work (Projects) (quality & impact) •The Self @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

90. Start here: it’s [even more] about working with people @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

91. do delegate defer drop @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

92. oblique work: but a sustained & amplifying effects on experience @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

93. Manager-ing a research team: You’re a servant with two masters: the needs of the larger org, and the needs of your team members. Aligning these incentives is crucial. Consider impact as you choose which work to take on: the most powerful levers are ultimately the furthest from the core of experience. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

94. 10. Making the work work is how you work with the people you work with @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

95. Building and growing impactful research in any organization requires people to change how they think and how they act. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

96. Researchers: • Be clear about what you’re all really trying to do, and how your work will push that forward. • Understand the experience, and understand your team’s incentives. Ask and answer meaningful and timely questions. • Load your team’s mind with useful and provocative [evidence/models/stories] of experience that will drive action. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

97. Managers: • Create the environment where the work will succeed. • [org] understand and plant in the garden, • [team] make sure the vines are growing well, • [projects] keep the grapes ripe, • [self] and always be sampling the wine. • Recognize what’s important—higher leverage is further from the core of experience. Do, delegate, defer, drop. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

98. Zoom out. See the larger picture of how the organization produces the experience. Choose your efforts with intention, and try to make them work with and for your team. If (and when) you don’t succeed, you have the most important tools to move forward: good intentions and the ability to learn. @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

99. considering research Dave Hora Research @ N26 @stonecrops_ davesresearch.com/resources

100. www.davesresearch.com/resources @stonecrops_ davesresearch.com/resources Considering Research User Research London 2019

101. considering research Dave Hora Research @ N26 @stonecrops_ davesresearch.com/resources