Successfully reported this slideshow.

Making UX research happen: the impact of a User Centred DesignOps Approach

2

Share

1 of 40
1 of 40

Making UX research happen: the impact of a User Centred DesignOps Approach

2

Share

We all know that designers spent a lot of time in mundane, non-design tasks. But how much time?
What is DesignOps and ResearchOps and how can these disciplines help your team and designers to work smarter and better?
What are the bottlenecks and inefficiencies that are compromising your design teams' ability to deliver excellence?

This presentation is a story about inefficiencies and how understanding and analysing problems can have an impact on design teams, design leaders, and the business.

This is the story of how designops looked at the research participants' recruitment problem across seven globally distributed teams and turned a problem into an opportunity, creating both spending and operational efficiencies.

In one year DesignOps generated 60% in cost savings and saved 430+ working days to the teams while increasing the number of user testing and research participants by 4 times.

Because this is what DesignOps does: create spending and operational efficiencies.

We all know that designers spent a lot of time in mundane, non-design tasks. But how much time?
What is DesignOps and ResearchOps and how can these disciplines help your team and designers to work smarter and better?
What are the bottlenecks and inefficiencies that are compromising your design teams' ability to deliver excellence?

This presentation is a story about inefficiencies and how understanding and analysing problems can have an impact on design teams, design leaders, and the business.

This is the story of how designops looked at the research participants' recruitment problem across seven globally distributed teams and turned a problem into an opportunity, creating both spending and operational efficiencies.

In one year DesignOps generated 60% in cost savings and saved 430+ working days to the teams while increasing the number of user testing and research participants by 4 times.

Because this is what DesignOps does: create spending and operational efficiencies.

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

Related Audiobooks

Free with a 14 day trial from Scribd

See all

Making UX research happen: the impact of a User Centred DesignOps Approach

  1. 1. Making UX Research Happen
 
 The impact of a user centred DesignOps approach Patrizia Bertini, International DesignOps Lead @ Intuit October 1st and 2nd 2020
  2. 2. Me in a sentence: Keep Experimenting! Patrizia Bertini @
  3. 3. Intuit One of the oldest fintech companies Patrizia Bertini @
  4. 4. Let’s start from the basics… Patrizia Bertini @
  5. 5. What is DesignOps? Patrizia Bertini @
  6. 6. Design is not just what it looks like and feels like. Design is how it works. Steve Jobs Patrizia Bertini @
  7. 7. Operations transform resource or data inputs into desired goods, services, or results, and create and deliver value to the customers. [Source: BusinessDictionary] Patrizia Bertini @
  8. 8. To transform: from Latin transformare change in shape, metamorphose from trans "across, beyond" + formare "to form" The action Patrizia Bertini @
  9. 9. Value: from Latin valere  be strong, be well; be of value, be worth Result: action of springing back, outcome, effect The goals Patrizia Bertini @
  10. 10. Intuit Confidential and Proprietary10 The Beneficiary (or the Customers) DesignOps’ serves three key actors within the organisation: The Business The design lead The design team Every and each DesignOps action is a balancing act to deliver value one or multiple stakeholders. Patrizia Bertini @
  11. 11. Intuit Confidential and Proprietary11 What is DesignOps’ unit of reference? DesignOps’s basic focus is the Team. It’s not about the single individual, it’s about the team as a unit of potential and opportunities. Patrizia Bertini @
  12. 12. DesignOps’ goal is to generate quantifiable value to the business, the design leaders, and the design teams through the transformation and optimisation of E2E design processes. Patrizia Bertini @
  13. 13. The context Patrizia Bertini @
  14. 14. My teamS: 7 globally distributed teams, 4 languages, 3 levels of team and product maturity, same sense of urgency Patrizia Bertini @
  15. 15. We know designers spend time doing non-design tasks. But do you know how much time is your team spending in mundane tasks? Patrizia Bertini @
  16. 16. It’s DesignOps’ task to identify inefficiencies and define strategies to empower designers to do… Design. Patrizia Bertini @
  17. 17. Wouldn’t it be awesome if user testing, validation, user research would just happen? Patrizia Bertini @
  18. 18. What is happening today? How does the current Designer journey look like? What are the inefficiencies and opportunities in today’s designers’ experience? Patrizia Bertini @
  19. 19. And the problems become visible… Patrizia Bertini @
  20. 20. User testing was time consuming, expensive, painful. Patrizia Bertini @
  21. 21. Designers’ job was tough: • All designers were struggling to find and engage participants for testing and research purposes • There were no clear and consistent E2E processes • Each iteration and testing session caused designers to work long hours Designers were working hard, but not smart The E2E process was basically… Non existent. Patrizia Bertini @
  22. 22. Get your data! Without data, you're just another person with an opinion. W. E. Deming Note to self #1 Patrizia Bertini @
  23. 23. The E2E recruiting process to get 5/6 users costed ±2.5 days of Designer time. Every month a scrum team run 2x rapid prototyping testing sessions, a designer had to work an extra week to do their designer job and to recruit participants. Patrizia Bertini @
  24. 24. Designers reacted to the pain by looking for risky shortcuts such as: • Limit/reduce the number or frequency of testing sessions • Adopt risky non-GDPR compliant workflows • Iterate poor practices, i.e. re- using the same sample users over and over Inefficiencies drive wrong behaviours To avoid facing pain points, designers increased the risk factor Patrizia Bertini @
  25. 25. The ambition Patrizia Bertini @
  26. 26. What is the single most important aspect you want to transform? What is the impact and what are the metrics? Once you have the data and the picture of what is happening, what do you want to change? Patrizia Bertini @
  27. 27. Set the goals: • Save designers’ time to • increase design quality • Improve designers’ work/life balance • Increase number + frequency of user sessions • Reduce lead time • Increase the quality of participants • Reduce recruitment costs What is the value you want to deliver? What are the benefits of your transformation? Patrizia Bertini @
  28. 28. In May 2019 I was feeling ambitious and wanted to focus on the process to save ±25% time of designers’ time. Patrizia Bertini @
  29. 29. 12 months later the value generated by a designOps intervention is far beyond the expectations Patrizia Bertini @
  30. 30. What happened to produce those results? Patrizia Bertini @
  31. 31. Focus on the problem setting If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions. A. Einstein Note to self #2 Patrizia Bertini @
  32. 32. How were we doing? Balancing risks with inefficiencies Patrizia Bertini @ Lead time Costs Screening accuracy GDPR compliance Reliability of sample Recruitment agency FOAF Recruitment Apps Internal lists
  33. 33. A dedicated service capable of: • Providing any type of users: • Existing customers • Prospects • Past customers (Churn) • Ensure a GDPR compliant process • Reduce designers’ recruitment effort by 100% • Reduce recruitment costs • Decrease lead time • Increase screening accuracy • Increase reliability and show up rates What if we had … users on tap? If we had a magic wand, what would the requirements be? Patrizia Bertini @
  34. 34. If we implement an ideal solution, we’ll: • save up to 25% of time of the designers to increase design quality and work/life balance • Recruitment as a Service will serve all BU beyond design increasing customer obsession • Recruitment as a service will increase the number of tests and experiments • Recruitment as a service will increase the number of participants Hypothesis: what success looks like! Impact is not storytelling, is a data-informed narrative Patrizia Bertini @
  35. 35. Explore the unknown I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail. A. Maslow Note to self #3 Patrizia Bertini @
  36. 36. Re-thinked and delivered an E2E research recruitment service in 7 markets. Patrizia Bertini @
  37. 37. A dedicated service capable of: • Providing any type of users: • Existing customers • Prospects • Past customers (Churn) • Ensure a GDPR compliant process • Reduce designers’ recruitment effort by 100% • Reduce recruitment costs • Decrease lead time • Increase screening accuracy • Increase reliability and show up rates Recruitment as an internal self-managed service From being a time consuming task to a service for the whole organisation Patrizia Bertini @
  38. 38. Always apply system thinking A change in a part leads to changes to the whole because the system adapts and moves the pain to another level. Note to self #4 Patrizia Bertini @
  39. 39. Questions? You can tweet me @Legoviews or email patrizia_bertini@intuit.com Patrizia Bertini @
  40. 40. Thanks to our sponsors Diamond sponsors Gold sponsor partner Community partners Intersection conference by

×