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UX Research (Yes, it's still a thing.)

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Presentation to the STLX conference on 25 September 2017 with Martha Valenta and Tara Nesbitt.

Takeaway: UX Research is still a thing. An important, valuable thing. You should go do some.

Published in: Design
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UX Research (Yes, it's still a thing.)

  1. 1. UX Research (Yes, it’s still a thing.) STLX Conference 26 September 2017 @tara_nesbitt @marthavalenta @dgcooley
  2. 2. Tara Nesbitt Slalom @tara_nesbitt Martha Valenta 1904Labs @marthavalenta Danielle Cooley DGCooley & Co @dgcooley UX Research (Yes, it’s still a thing.)
  3. 3. @tara_nesbitt @marthavalenta @dgcooley Have you ever gotten midway through a project only to realize that the product that was being created doesn’t solve the problem? UX Research (Yes, it’s still a thing.)
  4. 4. @tara_nesbitt @marthavalenta @dgcooley Was it because you suddenly learned something critical about the process? Was it because you were solving the wrong problem? UX Research (Yes, it’s still a thing.)
  5. 5. @tara_nesbitt @marthavalenta @dgcooley@tara_nesbitt @marthavalenta @dgcooley Did you know about UX Research? didn’t you UX Research? perform Why
  6. 6. @tara_nesbitt @marthavalenta @dgcooley “The typical mistake most product teams make is to ardently believe that they already know the users’ problems. In my 25 years of experience on over 250 projects, not one single product has been focused on solving the right problem. All of those folks who thought they knew their users’ problem were dead wrong.” -Larry Marine https://searchenginewatch.com/sew/how-to/2336547/task-analysis-the-key-ux-design-step-everyone-skips UX Research (Yes, it’s still a thing.)
  7. 7. @tara_nesbitt @marthavalenta @dgcooley What do you think UX Research is? UX Research (Yes, it’s still a thing.)
  8. 8. @tara_nesbitt @marthavalenta @dgcooley What do you think UX Research isn’t? UX Research (Yes, it’s still a thing.)
  9. 9. @tara_nesbitt @marthavalenta @dgcooley UX Research (Yes, it’s still a thing.) @tara_nesbitt @marthavalenta @dgcooley Research n. To travel through, survey; careful, systematic, patient study and investigation in some field of knowledge, undertaken to discover or establish facts or principles - vi. To do research; make researches - vt. To do research on or in; investigate thoroughly Webster's New World Dictionary of the American Language. Cleveland ; New York :World Pub. Co., 1988. Print.
  10. 10. @tara_nesbitt @marthavalenta @dgcooley@tara_nesbitt @marthavalenta @dgcooley Why do it? To keep the user’s needs in focus. UX Research (Yes, it’s still a thing.)
  11. 11. @tara_nesbitt @marthavalenta @dgcooley Images by Creaticca Creative Agency from Noun Project You Not YouUX Research (Yes, it’s still a thing.)
  12. 12. @tara_nesbitt @marthavalenta @dgcooley UX Research INVOLVES END USERS UX Research (Yes, it’s still a thing.)
  13. 13. @tara_nesbitt @marthavalenta @dgcooley Empathy UX Research (Yes, it’s still a thing.) @tara_nesbitt @marthavalenta @dgcooley
  14. 14. @tara_nesbitt @marthavalenta @dgcooley Understanding UX Research (Yes, it’s still a thing.) (Tara add story) Understanding UX Research (Yes, it’s still a thing.)
  15. 15. @tara_nesbitt @marthavalenta @dgcooley UX Research (Yes, it’s still a thing.)UX Research (Yes, it’s still a thing.) Insight
  16. 16. @tara_nesbitt @marthavalenta @dgcooley UX Research (Yes, it’s still a thing.)
  17. 17. @tara_nesbitt @marthavalenta @dgcooley Research will delay our launch date. We already know what the problems are. Designers know what people need. They are the experts. We can’t learn much from only five participants. We just want to launch and see if it sticks. We’ll fix it later. MVP, baby! We can’t pay that much for this. Our product managers already do interviews and look at Analytics. Can’t we run a quick study with internal users instead? Market Research already answered our questions. Research sounds so academic. A/B testing gives us all the answers we need. UX Research (Yes, it’s still a thing.)
  18. 18. @tara_nesbitt @marthavalenta @dgcooley “We’ll never see ROI on that.” -Manager Who Needs To Be Gently Educated UX Research (Yes, it’s still a thing.)
  19. 19. @tara_nesbitt @marthavalenta @dgcooley ‵  Save on Development Costs & Time ‵  Reduces Maintenance ‵  Saves on Redesign ‵  Increases Sales ‵  Increases Traffic ‵  Attracts More Customers ‵  Helps Retain Customers UX Research (Yes, it’s still a thing.)
  20. 20. @tara_nesbitt @marthavalenta @dgcooley But, Wait! There’s More! UX Research (Yes, it’s still a thing.)
  21. 21. @tara_nesbitt @marthavalenta @dgcooley ‵  Increases Market Share ‵  Improves Effectiveness ‵  Increases Efficiency ‵  Increases User Satisfaction → Increased Word of Mouth ‵  Increases Job Satisfaction ‵  Decreases Job Turnover ‵  Enhances Trust UX Research (Yes, it’s still a thing.)
  22. 22. @tara_nesbitt @marthavalenta @dgcooley Act Now, And You’ll Also Get... UX Research (Yes, it’s still a thing.)
  23. 23. @tara_nesbitt @marthavalenta @dgcooley ‵  Decreases Support Costs ‵  Reduces Training and Documentation Costs ‵  Reduces Liability Risk UX Research (Yes, it’s still a thing.)
  24. 24. @tara_nesbitt @marthavalenta @dgcooley So, Yeah. There’s A Fair Amount of ROI on UX Research. UX Research (Yes, it’s still a thing.)
  25. 25. @tara_nesbitt @marthavalenta @dgcooley Could We Just Do A Design Sprint? That’s Research, Right? UX Research (Yes, it’s still a thing.) More: Design Sprints are Snake Oil https://medium.com/research-things/design-sprints-are-snake-oil-fd6f8e385a27
  26. 26. @tara_nesbitt @marthavalenta @dgcooley What If We Need MORE Research? UX Research (Yes, it’s still a thing.)
  27. 27. @tara_nesbitt @marthavalenta @dgcooley “I don't want to create a roadblock by running a usability study that will expose needs that will necessitate another whole design sprint.” -  Product Owner Who Is Going To Fail UX Research (Yes, it’s still a thing.)
  28. 28. @tara_nesbitt @marthavalenta @dgcooley Speak Up! At the onset of a project, make the case for research. Assume there will be research throughout the project. *If the people in charge deny your research plan, note it somewhere. I like to send an email. Pull that out when the project starts to fall apart. UX Research (Yes, it’s still a thing.)
  29. 29. @tara_nesbitt @marthavalenta @dgcooley Start with a research question. (That is, what do you want to learn?) UX Research (Yes, it’s still a thing.)
  30. 30. @tara_nesbitt @marthavalenta @dgcooley How do people think about their work or the problem space? What are the users’ opinions about various facets of the product? Do the users largely agree on how content and features should be organized? How does the tool work on real problems in the real environment? Do people’s experiences change over time? How? How would the users organize the product’s content and features? Do the users agree with the categorizations proposed by the project team? How do users think they use (or will use) the product? What are people’s opinions about a specific experience or brand? How does the usage environment affect usability or usefulness? Need? Do the proposed category labels correctly reflect the content within them? UX Research (Yes, it’s still a thing.)
  31. 31. @tara_nesbitt @marthavalenta @dgcooley There are many techniques from which to choose! UX Research (Yes, it’s still a thing.)
  32. 32. @tara_nesbitt @marthavalenta @dgcooley Field Studies Diary Studies User Interviews Competitive Analysis Card Sorting Prototype Feedback & Testing Journey Mapping Usability Testing Benchmark Testing Accessibility Evaluation Survey Analytics Review Focus Groups UX Research (Yes, it’s still a thing.) Contextual Inquiry
  33. 33. @tara_nesbitt @marthavalenta @dgcooley@tara_nesbitt @marthavalenta @dgcooley Report the results. @tara_nesbitt @marthavalenta @dgcooley@tara_nesbitt @marthavalenta @dgcooley UX Research (Yes, it’s still a thing.)
  34. 34. @tara_nesbitt @marthavalenta @dgcooley “You’ve gotta start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to sell it.” -  Steve Jobs UX Research (Yes, it’s still a thing.)
  35. 35. @tara_nesbitt @marthavalenta @dgcooley Do it! You’re Allowed! Go!* ** * * ** * * * * UX Research (Yes, it’s still a thing.)
  36. 36. @tara_nesbitt @marthavalenta @dgcooley Questions?
  37. 37. @tara_nesbitt @marthavalenta @dgcooley World Usability Day November 9th If you want to be part of this fun, reach out to: Martha Valenta twitter: @marthavalenta email: mvalenta@1904labs.com
  38. 38. @tara_nesbitt @marthavalenta @dgcooley https://www.nngroup.com/articles/which-ux-research-methods/

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