The document outlines a strategic approach to customer research focusing on UX design, emphasizing the importance of business impact and stakeholder involvement. It advocates for quick, low-cost research methods like usability testing and persona workshops to facilitate collaboration. The goal is to identify significant opportunities and improve the customer journey by starting with problems rather than solutions.

1. Establishing a Strategic
Customer Research Program
CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI
Why UX research?
Doug Dietz
Principal Designer,
GE Healthcare

3. Focus on the business impact
It’s about quality, not quantity
Your choice of research projects matters
Focus on quick wins

4. Involve stakeholders at the beginning
Identify opportunities in the analytics

5. Look for opportunities that matter the most
and identify a champion
The holistic customer journey

6. Get Out of the Building
Start with the problem, not the solution

7. Ethnography
It can be lean: Fast, cheap, and informal
Use personas as a communication tool

8. Personas facilitate design collaboration
Encourage collaboration

10. Persona workshop with stakeholders

11. Test quickly
Usability tests can be done anywhere

12. The fastest test you can conduct
5 Second Tests: Quick technique for measuring
web site content pages
• Takes less than 10 minutes to run
• Measures if content pages quickly communicate
their purpose

13. Sharing your pictures online
• You want to post pictures online from your last
vacation
• You are concerned that the upload process will be
difficult
• How confident are you that you can easily and
quickly upload photos?

14. Sharing your pictures online
• You want to post pictures online from your last
vacation
• You are concerned that the upload process will be
difficult
• How confident are you that you can easily and
quickly upload photos?

16. What is the end goal?
Can we come back
tomorrow?

17. perfettimedia.com/training