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Be More Certain: a practical approach to research practice (for UX Scotland)

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Gregg Bernstein shares how he’s scaling UX and product research at Vox Media (Vox.com, The Verge, Polygon and more), based on how he built a research practice at MailChimp.

He’ll walk through some common user research scenarios and questions, like how to get started when you don't know where to start. And he’ll demonstrate how, with each bit of practical research, research becomes an established practice.

Published in: Software
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Be More Certain: a practical approach to research practice (for UX Scotland)

  1. 1. GREGG BERNSTEIN @GREGGCORP UX SCOTLAND 2018 Certain Be More A PRACTICAL APPROACH TO RESEARCH PRACTICE
  2. 2. Surveys, interviews,
  3. 3. Surveys, interviews, contextual inquiry, usability tests,
  4. 4. Surveys, interviews, contextual inquiry, usability tests, competitive analysEs, NPS,
  5. 5. Surveys, interviews, contextual inquiry, usability tests, competitive analysEs, NPS, brand equity tracking,
  6. 6. Surveys, interviews, contextual inquiry, usability tests, competitive analysEs, NPS, brand equity tracking, support feedback analysis
  7. 7. presentations, reports,
  8. 8. presentations, reports, videos, posters,
  9. 9. presentations, reports, videos, posters, RIDE-alongs, lunch-n-learns
  10. 10. 1 large product team multiple groups multiple products
  11. 11. 1 large product team multiple groups multiple products one researcher
  12. 12. business + design + hci + psychology + development + engineering…
  13. 13. dogma + standardization
  14. 14. no gatekeepers No dogma
  15. 15. The job of user research is to help us be more certain
  16. 16. The job of user research belongs to everyone
  17. 17. pragmatic research user research =
  18. 18. 1. Assume the data exists
  19. 19. 1. Assume the data exists
  20. 20. …and work backwards 1. Assume the data exists
  21. 21. ProductMarketing Finance OperationsSales Support Customer types NPS Geo-specific efforts Top spenders Payment issues Top regions Growth areas Common issues FAQ Trending issues Common requests Analytics reports The Mighty Org Chart
  22. 22. …and work backwards 1. Assume the data exists
  23. 23. 2. Diplomacy & deputies
  24. 24. Don’t assume the dots connect 2. Diplomacy & deputies
  25. 25. 3. Some data is better than no data
  26. 26. 3. Some data is better than no data
  27. 27. ProductMarketing Finance OperationsSales Support Customer types NPS Geo-specific efforts Top spenders Payment issues Top regions Growth areas Common issues FAQ Trending issues Common requests Analytics reports The Mighty Org Chart
  28. 28. 3. Some data is better than no data
  29. 29. Information that leads to better decisions should not be off limits. 3. Some data is better than no data
  30. 30. counts googling as research
  31. 31. 4. Small samples are large opportunities
  32. 32. Information richness, not number of participants 4. Small samples are large opportunities
  33. 33. big stories small samples
  34. 34. small samples
  35. 35. small samples
  36. 36. small samples 1.3%
  37. 37. small samples 98.7%
  38. 38. What have we done?!
  39. 39. small samples 1.3%
  40. 40. big stories small samples
  41. 41. >Five Zero
  42. 42. is better than One story no clue
  43. 43. 5. Stories travel faster than reports
  44. 44. 6. Research accumulates compound interest
  45. 45. Surveys, interviews, contextual inquiry, usability tests, competitive analysEs, NPS, brand equity tracking, support feedback analysis
  46. 46. The job of user research is to help us be more certain
  47. 47. Thank you, Edinburgh! Read on at gregg.io and @greggcorp Industry, Colt, & Termina typefaces by Fort Foundry Certain Be More A PRACTICAL APPROACH TO RESEARCH PRACTICE

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