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And what next? A case study in how to get the most out of your user research

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In this insightful case study Neil Turner, UX lead at TUI (Europe’s largest tour operator) will take a look at some of the ways that the TUI UX team distil, utilise and communicate user research findings to ensure that everyone is singing from the same hymn sheet, and that throughout the design process they’re always designing with their target audience in mind.

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And what next? A case study in how to get the most out of your user research

  1. 1. And what next? Neil Turner June 2013
  2. 2. UX lead at TUI UK & Ireland
  3. 3. Mostly working on the Thomson & First Choice websites
  4. 4. http://collider.com/wp-content/uploads/AnnexRathboneBasilAdventuresofSherlockHolmesThe_NRFPT_01.jpg So you’ve done the detective work…
  5. 5. http://blog.thepertgroup.com/wp-content/uploads/2011/04/106448128.jpg And have loads of data
  6. 6. What next?
  7. 7. http://www.geofutures.com/wp-uploads/2011/02/Pile_of_paper_reports.jpg Write a report?
  8. 8. No please, go on… http://twittercovers.net/wp-content/uploads/2012/10/bored_cat.jpg I find your report enthralling…
  9. 9. http://www.oscars247.co.uk/ekmps/shops/robotalan/images/lost-in-translation-original-uk-30-x-40-quad-poster-bill-murray-scarlett-johansson-2003--3011-p.jpg It’ll only get lost in translation anyway…
  10. 10. http://rgvisionmagazine.com/wp-content/uploads/2011/05/bored-aud.jpg Death by PowerPoint?
  11. 11. http://midliferocksblog.com/wp-content/uploads/2010/02/bored.jpg There must be a better way!
  12. 12. http://yourbrainatwork.org/wp-content/uploads/2013/02/meditation.jpg What are you trying to do?
  13. 13. http://2012books.lardbucket.org/books/organizational-communication-theory-research-and-practice/section_11/35cece146b517487041367324a40978c.jpg Build a shared understanding
  14. 14. http://farm4.staticflickr.com/3580/3545582707_d1b82b2719_z.jpg Design great experiences for your users
  15. 15. http://www.cartoonshdwallpaper.com/hero-cartoon/post-rare-images-of-chris-reeve-as-superman-page-4-the/ UX design to the rescue
  16. 16. http://coopseg.files.wordpress.com/2011/06/young-business-people2.jpg Colleagues = Users
  17. 17. http://englishmum.com/wp-content/uploads/2011/11/Challenge-Anneka.jpg Challenge = 1. Establish a shared understanding of your target audience 2. Lay the foundations for a great UX design
  18. 18. http://1.bp.blogspot.com/-0TVZuwuH4N8/UM3XvB1xpPI/AAAAAAAAC_0/zZiAfsfqE30/s1600/Pisa_leaning_tower.jpg Because we all know what happens when you build on shoddy foundations!
  19. 19. http://twistedsifter.files.wordpress.com/2013/03/starbucks-fail-van-perfect-timing.jpg A picture is worth 1000 words
  20. 20. So use infographics!
  21. 21. http://briankaldorf.files.wordpress.com/2011/01/campfire-ipad1.jpg A good story is worth 1,000,000 words
  22. 22. http://www.flickr.com/photos/soldiersmediacenter/3351707140/ Nothing tells a story, like a story!
  23. 23. A little story from View video
  24. 24. http://images2.fanpop.com/image/photos/10600000/Eastenders-25-years-eastenders-10601171-1502-1127.jpg All stories need characters
  25. 25. http://hello.boagworld.com/wp-content/uploads/2010/11/personas1.png Characters = Personas
  26. 26. The fewer the better
  27. 27. http://web.mit.edu/puzzle/www/2008/police_lineup/images/policelineup.jpg Key is behavioural differences
  28. 28. Who are you designing for? To here (Hand holding) From here How comfortable will your users be online?How much assistance will your users need? LotsLittle (Do it all myself)
  29. 29. Ends of the spectrum
  30. 30. http://1.bp.blogspot.com/-g8DyIFgb7TI/Tsz7tD7IdxI/AAAAAAAAOrA/ZOJ8TIaEBKk/s1600/Square+wheel+bicycle.jpg Reuse personas where possible (Don’t reinvent the wheel)
  31. 31. http://www.imediamonkey.com/wp-content/uploads/2012/09/eastenders_fireballstunt_2.jpg All stories need a storyline
  32. 32. http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map Stories = User journeys
  33. 33. http://news.bbc.co.uk/media/images/46624000/jpg/_46624648_babboys_bbc766b.jpg What does she do? How does she do it? What is her experience like? What challenges does she face? How can we improve things for her? At each stage of the user’s journey…
  34. 34. http://www.channel4.com/play-win/media/images/Channel4/newconcept/peepshow/peep_show_s6_mark_jez_1.jpg Shows customer’s perspective
  35. 35. http://www.colbenson.com/documents/11515/16797/frustrated.jpg?t=1364295299921 Shares their pain…
  36. 36. http://terriblecopywriter.files.wordpress.com/2012/09/borat-thumbsup.png And identifies opportunities to make things better
  37. 37. http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map Drill into the detail with scenarios
  38. 38. Scenario maps http://www.uxforthemasses.com/blog/wp-content/uploads/2010/11/Example-scenario-map.jpg
  39. 39. http://johnnyholland.org/wp-content/uploads/storyboarding-2-05.jpg Storyboards
  40. 40. Narratives
  41. 41. http://www.urban75.org/london/images/london-billboards-02.jpg Spreading the word
  42. 42. http://bayintegratedmarketing.files.wordpress.com/2011/11/public_relations-2.jpg Make people aware of it
  43. 43. Stick stuff up
  44. 44. Showcase stuff
  45. 45. http://behance.vo.llnwd.net/profiles5/186383/projects/1208889/4091f5dbc983b49d889e025a51714030.jpg Be creative
  46. 46. http://www.gin-oclock.com/ Persona blog
  47. 47. http://www.virtualeducasinaloa.com/wp-content/uploads/2012/10/role-play.jpg Roleplaying
  48. 48. Provide detail for those that want it
  49. 49. http://highpriestesskang.files.wordpress.com/2011/07/dsc00468.jpg Make this stuff easy to find…
  50. 50. http://deepcutvillage.files.wordpress.com/2011/10/surrey-heath-20111013-00493-1024x768.jpg By putting everything in one place
  51. 51. An on-going activity… Research Translate Design
  52. 52. Remember that behaviours change… http://www.smartinsights.com/wp-content/uploads/2013/02/UK-Mobile-Device-Preferences-Statistics.png
  53. 53. http://i.huffpost.com/gen/1099178/thumbs/o-POPE-FRANCIS-SERMONS-facebook.jpg Continue to spread the word
  54. 54. Want to find out more?

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