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Create a User-Centric Culture with User Research


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This is a talk I gave at the first Meetup for Digital Product Design.

Here is the talk description:

Research can improve team synergies which create opportunities for better products and a team that is happier with their results. In the first Digital Product Design Meetup Jonathan will share insights for how research can be used to create both a user-centric culture and a catalyst for team bonding. Whether you are looking to introduce an internal research practice for the first time or looking to improve on an existing one learn how these methods can work for you. The second half of the event will be a group exercise to uncover bottlenecks in your own organization implementing user research and how this can be solved.

Published in: Software

Create a User-Centric Culture with User Research

  1. 1. Create a User-Centric Culture with User Research Jonathan Horowitz Product Strategy and Design @uxjah Feb 3 2015
  2. 2. I work at Citrusbyte • Founded in 2007. • Engineers, designers, UX architects, and product strategists — offices in four countries. • We design, architect and build one-of-a-kind custom web & mobile applications. Product Design + Engineering
  3. 3. We work with world-class brands
  4. 4. Good Research. Better Teams. Amazing Products.
  5. 5. User-Centric Culture: An environment where discovering and discussing customer insights is a ongoing cross-department activity which steers the product/service strategy.
  6. 6. User-Centric Culture Spectrum What’s a user? We live and breathe users Examples in this presentation
  7. 7. Everyone Starts as a Beginner
  8. 8. The Do’s and Don’ts Don’t lead the participant Don’t answer, “what happens when I click…” Don’t use people that designed the product - It Depends? Do get users to think out loud Do use a script for usability testing - It Depends? Do get your whole team involved
  9. 9. Research Gets Left Out Expensive Time-consuming Not necessary Not valuable Confuses matters
  10. 10. Small Team: Build Your Own
  11. 11. Nurture Relationships
  12. 12. Convince The Boss
  13. 13. Gimme That ROI
  14. 14. The News Will Spread
  15. 15. ROI Happened.
  16. 16. Take-Aways Start small, low fidelity, with internal people Nurture new relationships, be innovative with your new partnerships Self assessment of research skills Aim to show clear business value
  17. 17. Social Dysfunction
  18. 18. Toxic Culture
  19. 19. Bigger Org: Silos No More
  20. 20. Inclusion
  21. 21. Downsides
  22. 22. UX Team of One
  23. 23. Again, Starting Small
  24. 24. Communicate Value
  25. 25. More Take-Aways Get your culture involved (in any way that makes sense) Teams should eventually own their own education Shared research helps “design process” Communicate business value with stakeholders
  26. 26. Do’s vs. Don’ts Beginner First Steps
  27. 27. Do’s vs. Don’ts Testing Your Own Designs
  28. 28. Quality Results
  29. 29. Workplace Culture Matters
  30. 30. Other Techniques Interviews Card sorting Proto-personas What else?
  31. 31. Q&A.
  32. 32. Exercise: Your User-Centric Culture Jonathan gives introduction…
  33. 33. Usability Testing Card Sorting Persona Development Ethnographic Field Studies Interviews Diary Studies Exercise: Your User-Centric Culture Choose one method to introduce or improve with your team. The method will
 accomplish a specific goal. Be sure of the goal you want to accomplish. Or pick one not listed here…
  34. 34. 1. What value does this research method bring to your team. 
 2. Your top-line bullet plan (details if time) on starting/changing/making user-centric • What people do you propose get involved? Why? • Your greatest challenge? How will you overcome it? Exercise: Your User-Centric Culture
  35. 35. • Review plan, get general feedback 
 • What was the greatest challenge and proposal to overcome it?
 • Who else should get involved in each person’s plan and why? • Missed opportunities for the plan? • Change recommendations for the plan? Discuss with Neighbors
  36. 36. • Did your relationships with these other people change in any other way? (e.g. new ideas, types of conversations, etc)
 • What can you do to continue to strengthen those relationships? 
 • What is your next move for an improved user-centric culture? Post Research: A Debrief
  37. 37. More Q&A.
  38. 38. Thanks. Get in touch! Jonathan Horowitz Product Strategy and Design @uxjah