Delivering a compelling and accessible user experience is pivotal to developing a successful product. User research is an effective way to both generate insights and validate design choices. In this workshop, learn how project managers can utilize some of the best practices from user research to understand the people who will use their products, refine product designs, and deliver the best experience possible.

1. Building Efficient and Effective
Research Programs for Product
Design Teams
Seattle PMC
03 28 18

2. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s2
A B O U T U S
Tom & Geoff
Tom Satwicz
UX research Director & Partner, Blink UX
tom@blinkux.com
Geoff Harrison
Head of UX Design & partner, Blink UX
geoff@blinkux.com

3. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s3
A B O U T U S
1 Ph D.
5 Kids
6 Family Pets
42 years of experience
120 UX Projects/Year
1000s of qualitative interviews
Combined Stats

4. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s4
A B O U T Y O U
• How much experience with research in the
design process?
Get to Know the Group

5. About this
Workshop

6. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s6
A B O U T T H I S W O R K S H O P
• Integrate user research into the product development process
• Understand various methods and how to apply them the product
design process
• Learn how to deal with constraints
Objectives

7. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s7
A B O U T T H I S W O R K S H O P
Agenda
1. 30:00 INTRO Research Methods in the Design Process
2. 40:00 ACTIVITY Create a UCD Research Plan
3. 20:00 WRAP What we learned

8.
Research Methods in
the Design Process

9. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s9
People
T H E B I G P I C T U R E
User Research Aspects
ToolsContext of Use

10. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s10
People
• Goals
• Motivations
• Behaviors
• Needs
• Desires
• Attitudes, Beliefs
• Perceptions
• Receptiveness to Change
• Demographics
• Workflows
• Responsibilities
• Capabilities
• Limitations
T H E B I G P I C T U R E
User Research Aspects
Tools
• Learnable
• Desireable
• Satisfying
• Value Provided
• Disruptive of Incremental
• Fit for Purpose
• Fit for Audience
• Importance
• Fit for Content
• Efficient
• Effective
Context of Use
• Culture
• Norms
• Processes
• Dynamics
• Influencers
• Distractions
• Competing Forces
• Persistance
• Platforms
• Real or Abstract
• Environment
• Location
• Work or Social
• Criticality

11. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s11
T H E B I G P I C T U R E
User Centered Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD

12. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s12
T H E B I G P I C T U R E
User Centered Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD
Understand Business,
User and Technical
Goals
Develop Insights,
Narrow Focus
Ideate,
Evaluate Concepts
Design Details,
Simulate the Final
Product
Launch New Features

13. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s13
T H E B I G P I C T U R E
User Centered Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD
The best design choices become clearer

14. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s14
T H E B I G P I C T U R E
User Centered Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD
The best design choices become clearer as evidence increases
EVIDENCE

15. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s15
T H E B I G P I C T U R E
User Centered Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD
The best design choices become clearer as evidence increases
EVIDENCE
Foundational Conceptual Evaluative

16. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s16
T H E B I G P I C T U R E
User Centered Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD
Design Principles and Design Intent
EVIDENCE
Foundational Conceptual Evaluative

17. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s17
T H E B I G P I C T U R E
Research Questions in the Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD
Foundational Conceptual Evaluative
• Who are my users and what do they need?
• What distinct user types am I designing for?
• What are my users’ workflows?
• What tools do they use?
• What are their environments like?
• How usable/learnable/satisfying is my existing product?
• Which design works best?
• How usable/learnable/satisfying is my new design?
• How well can people find things?
• How should I construct an information architecture?
• How easily can people set up and use a product?
• How easily can a larger sample of
people perform (easy-to-stage) tasks?

18. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s18
T H E B I G P I C T U R E
Research Methods in the Design Process
DISCOVER DEFINE EXPLORE REFINE BUILD
Foundational Conceptual Evaluative
• Stakeholder Interviews
• Ethnographic research
(Interviews, observation, diary)
• Competitive and/or Benchmark
testing
(1:1 structured assessments)
• Creation exercises
(Card sort, mind map)
• Surveys & Segmentation
• Multiple concept feedback
(1:1 structured assessments)
• Focus groups
(Diad interviews)
• Participatory design
• Iterative testing
• Usability
(Design feedback sessions)
• Surveys
• Beta testing
(synchronous feedback, diary)
• Analytics

19. Activity

20. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s20
A C T I V I T Y 1
1. Create a UCD Research Plan
Foundational Conceptual Evaluative
• Method(s)
Chosen from cards
• Notes on Participant types,
Sample sizes, Context of
research
• Method(s)
Chosen from cards
• Notes on Participant types,
Sample sizes, Context of
research
• Method(s)
Chosen from cards
• Notes on Participant types,
Sample sizes, Context of
research
Use the available Super Sticky Pad and make a 3 column chart.
40 MINUTES

21. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s21
F O U N D A T I O N A L M E T H O D S
OBJECTIVE
Understand business goals, constraints and drivers.
ACTIVITIES
1:1 Interviews. Interview stakeholders that represent different
perspectives on the business e.g. Customer Service, Marketing,
Sales, Logistics, etc.
DELIVERABLES
Project Brief Report
TIMELINE
COST $
Stakeholder Interviews

22. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s22
F O U N D A T I O N A L M E T H O D S
OBJECTIVE
Understand user’s context of use, needs and motivations.
ACTIVITIES
• 1:1 Observational interviews with users in context of
where and when they use the product
• 1:1 Interviews about user’s perceptions
• Diary Studies with periodic check-ins to understand how
their usage and attitudes change over the course of using
a product
DELIVERABLES
Research Report
TIMELINE
COST $$
Ethnographic Research

23. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s23
F O U N D A T I O N A L M E T H O D S
Competitive and/or Benchmark Testing
OBJECTIVE
Understand competitive feature set and different approaches to
solving similar design problems.
ACTIVITIES
1:1 Sessions observing participants using competitive products.
Documenting interaction patterns to record similarity and
differences between a sample of solutions.
DELIVERABLES
Competitive Analysis Report
TIMELINE
COST $$

24. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s24
F O U N D A T I O N A L M E T H O D S
Creation Exercises
OBJECTIVE
Understand users workflows, though processes, and mental
maps by having participants visualize their thinking through
creating visual artifacts.
ACTIVITIES
1:1 Interview Sessions in which participants engage in card
sorting, mapping, or other creative activities.
DELIVERABLES
Research Report
TIMELINE
COST $

25. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s25
F O U N D A T I O N A L M E T H O D S
Market Surveys & Segmentation
OBJECTIVE
Capture opinion, preference, or demographic data from large
representative sample of users.
ACTIVITIES
Online survey administered through market research panel.
DELIVERABLES
Research Report
TIMELINE
COST $$

26. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s26
C O N C E P T U A L M E T H O D S
Multiple Concepts Feedback
OBJECTIVE
Understand which design concepts are meeting the design
objectives.
ACTIVITIES
1:1 Sessions observing participants using a few variants of
design prototypes. Gather feedback for improvement and
narrow in on the best solutions.
DELIVERABLES
Directional Research Findings Report
TIMELINE
COST $$

27. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s27
C O N C E P T U A L M E T H O D S
Multiple Participant Groups
OBJECTIVE
Understand which design concepts are meeting the design
objectives.
ACTIVITIES
1:Multiple Sessions observing participants using a few variants
of design prototypes. Gather feedback for improvement and
narrow in on the best solutions. Can get more diversity of
feedback in larger groups but need to be careful of group-
think and confirmation bias.
DELIVERABLES
Directional Research Findings Report
TIMELINE
COST $$

28. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s28
C O N C E P T U A L M E T H O D S
Participatory Design
OBJECTIVE
Generate feature ideas and prioritization based on stakeholder
and user perspectives.
ACTIVITIES
Individual or multi-person sessions in which participants design
product solutions.
DELIVERABLES
User generated design artifacts
TIMELINE
COST $

29. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s29
C O N C E P T U A L M E T H O D S
Iterative Testing
OBJECTIVE
Get rapid feedback on design changes by iteratively testing and
updating the design prototype.
ACTIVITIES
1:1 Sessions observing a few (3-4) participants using a design
prototype. Update the design based on the user feedback and
then test again with (3-4) more participants. Repeat for 3
rounds.
DELIVERABLES
Design prototype influenced by user feedback.
TIMELINE
COST $$

30. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s30
E V A L U A T I V E M E T H O D S
Usability Testing
OBJECTIVE
Get feedback on a refined design prototype in a controlled
test.
ACTIVITIES
1:1 Sessions observing a (8-10/segment) participants using a
design prototype. Detailed findings are prioritized by severity.
DELIVERABLE
Detailed Research Findings Report
TIMELINE
COST $$$

31. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s31
E V A L U A T I V E M E T H O D S
User Feedback Surveys
OBJECTIVE
Capture user opinion and feedback from large representative
sample of users.
ACTIVITIES
Online survey administered through market research panel.
DELIVERABLES
Research Report
TIMELINE
COST $$

32. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s32
E V A L U A T I V E M E T H O D S
Beta Testing
OBJECTIVE
Get feedback on a beta version of the product in a controlled
test.
ACTIVITIES
• 1:1 Sessions observing a (8-10/segment) participants using the
Beta product. Detailed findings are prioritized by severity.
• Diary Studies with periodic check-ins to understand how their
usage and attitudes change over the course of using a product.
DELIVERABLES
Detailed Research Findings Report
TIMELINE
COST $$$

33. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s33
E V A L U A T I V E M E T H O D S
Analytics
OBJECTIVE
Assess live product usage against key performance metrics.
ACTIVITIES
Determine KPIs, implement tags, analyze usage data over
specified periods of time.
DELIVERABLE
Analytics Report
TIMELINE
COST $$

34. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s34
A C T I V I T Y 1
2. Present and Discuss Research Plans
20 MINUTES
• 3 Different groups present their plan
• What parameters make the plans different?

35. geoff@blinkux.com
Geoff Harrison
Thank You!
35
tom@blinkux.com
Tom Satwicz

36. Appendix

37. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s37
A C T I V I T Y 1 P R O D U C T P A R A M E T E R S
Family Trip A
Product Development Stage Timeframe Cost
FamilyTrip is a service
for parents to discover,
plan, and book their
next family vacation.
This product is already
in market but key
features aren’t
performing well. The
team is undergoing a
project to improve
these features.
Management wants to
ship these
improvements as soon
as possible and has
given the team a target
of 3 months.
Any research needs to
be done with lean costs
and timelines.
Budget: $$$ $$$
Use the following product parameters to create your research plan and stay within time and cost budgets.

38. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s38
A C T I V I T Y 1 P R O D U C T P A R A M E T E R S
Surgery Manager A
Product Development Stage Timeframe Cost
SurgeryManager helps
surgeons keep track of
what medical devices
they have used and
installed in the patient
during surgery.
This product is already
in market but key
features aren’t
performing well. The
team is undergoing a
project to improve
these features.
Management wants to
ship these
improvements as soon
as possible and has
given the team a target
of 3 months.
Any research needs to
be done with lean costs
and timelines.
Budget: $$$ $$$
Use the following product parameters to create your research plan and stay within time and cost budgets.

39. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s39
A C T I V I T Y 1 P R O D U C T P A R A M E T E R S
InvestorConnect A
Product Development Stage Timeframe Cost
InvestorConnect is a
service that helps
professional portfolio
managers and
consumers invest in
small companies.
This product is already
in market but key
features aren’t
performing well. The
team is undergoing a
project to improve
these features.
Management wants to
ship these
improvements as soon
as possible and has
given the team a target
of 3 months.
Any research needs to
be done with lean costs
and timelines.
Budget: $$$ $$$
Use the following product parameters to create your research plan and stay within time and cost budgets.

40. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s40
A C T I V I T Y 1 P R O D U C T P A R A M E T E R S
Family Trip B
Product Development Stage Timeframe Cost
FamilyTrip is a service
for parents to discover,
plan, and book their
next family vacation.
This product is is new
and needs to be created
from the ground up.
While shipping is
important, management
would rather ship a
great product late than
a poor one sooner.
Timeframe is 6 months.
Research needs to fit
into a reasonable, but
adequate budget.
Budget: $$$ $$$ $$$
Use the following product parameters to create your research plan and stay within time and cost budgets.

41. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s41
A C T I V I T Y 1 P R O D U C T P A R A M E T E R S
Surgery Manager B
Product Development Stage Timeframe Cost
SurgeryManager helps
surgeons keep track of
what medical devices
they have used and
installed in the patient
during surgery.
This product is is new
and needs to be created
from the ground up.
While shipping is
important, management
would rather ship a
great product late than
a poor one sooner.
Timeframe is 6 months.
Research needs to fit
into a reasonable, but
adequate budget.
Budget: $$$ $$$ $$$
Use the following product parameters to create your research plan and stay within time and cost budgets.

42. P A G E R e s e a r c h P r o g r a m s f o r D e s i g n T e a m s42
A C T I V I T Y 1 P R O D U C T P A R A M E T E R S
InvestorConnect B
Product Development Stage Timeframe Cost
InvestorConnect is a
service that helps
professional portfolio
managers and
consumers invest in
small companies.
This product is is new
and needs to be created
from the ground up.
While shipping is
important, management
would rather ship a
great product late than
a poor one sooner.
Timeframe is 6 months.
Research needs to fit
into a reasonable, but
adequate budget.
Budget: $$$ $$$ $$$
Use the following product parameters to create your research plan and stay within time and cost budgets.