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Don't Kill The Messenger: How To Deliver Successful Research Readouts?
- 1. Don’t kill the messenger How to successfully deliver research readouts? JUSTYNA BELKEVIC justyna-belkevic
- 2. What UX designers expect clients to say during research readouts: My assumptions were incorrect. Let’s follow our UX team’s guidance on this. I never knew that our users had those challenges. Users think differently to me and I accept it. Justyna Belkevic Stakeholders Intro
- 3. VS what really happens: This can’t be true because it doesn’t match my opinion. The research must be flawed because the findings are too negative. I know how to solve it (proceeds to speak about solution, which doesn’t address the problem). Stakeholders Justyna Belkevic Intro
- 4. So.. is there anything you can do? Justyna Belkevic Intro
- 5. Intro Yes! Absolutely. Let me show you how🔥 Justyna Belkevic
- 6. Hello! Justyna Belkevic Sr. User Experience Designer, Founder, Activist Experience Clients Intro
- 7. Today’s journey What’s the goal of research readouts? Take off What and who might pose a challenge? Turbulence What can I do to mitigate those challenges? 5 tips! Cruising Bonus material to prepare you for any situation. Landing Justyna Belkevic Intro
- 8. Take off 01 Justyna Belkevic What’s the goal of research readouts?
- 9. Research Readout 101 A great time to present your findings to keep project’s momentum going is right after the main user research activities are done. Invite all major stakeholders from the client’s side to the meeting. Keep your own team’s numbers low. Choose any presentation medium you prefer. Remember to focus on the problem and not the solution. When? Who? What? Take off Justyna Belkevic
- 10. What’s the goal? The goal of user research readouts is to: Take off Justyna Belkevic Are we speaking about the same dog? 01 Build user empathy within the wider team Have everyone on the same page about the challenge at hand Raise the project momentum through communicating the research findings 02 03
- 11. Seems great! What could possibly be a challenge? Take off Justyna Belkevic
- 12. The turbulence 02 Justyna Belkevic What and who might pose a challenge?
- 13. Potential challenging personas “Why only 5 people per user group? I am sure it’s not enough to determine anything.” “These findings are too negative. Do not include them in the presentation.” “I know what is the solution here, and I am going to tell everyone what to do.” Confused Chris Nervous Nancy All-knowing Alex Justyna Belkevic Turbulence
- 14. Cruising 03 Justyna Belkevic What can I do to mitigate those challenges? 5 tips!
- 15. It’s important to understand why stakeholders are pushing back on user research and uncover what business goals and metrics are most important to them. Using that, you can then create a research plan that both mitigates their worries and shows how research can impact the metrics they care about. Before presenting research readout Justyna Belkevic 01. Understand the ‘whys’ of main stakeholders Cruising
- 16. 02. Show them what UX design is about Before presenting research readout Justyna Belkevic – Formal & informal meetings – don’t underestimate the power of 1:1 relationships with stakeholders. Meetings Collaboration - Offer to take part in the research (joining video calls, coming along on ethnographies, debriefing after each session, etc.). Updates - Give updates, show enthusiasm or invite them to your product team meeting in which you discuss the research planning. Rehearsal - Present/share the findings before the big presentation. Cruising
- 17. 03. Communicate the right message to the right people Before/During presenting research readout Justyna Belkevic “I love numbers” “Did you help any other big brands?” “I am a visual person” Some stakeholders are motivated by numbers. Include them into your presentation. Other stakeholders are motivated by social proof, so you can demonstrate how other brands they look up to use UX techniques. Others, prefer visual communication. So, daw out the message. Be flexible - ‘Let me just show you, it is easier to visualise it.’ Cruising
- 18. 04. Bring your results to life During presenting research readout Justyna Belkevic Show don’t tell Use a narrative structure with relatable heros Don’t try to do too much at once Use lots of high-quality pictures and videos 01 02 03 04 Cruising
- 19. During presenting research readout Justyna Belkevic We instinctively want to fix problems quickly. Especially when they are clearly spelt out in a presentation. However... Remind everyone that the purpose of the research readout is not to fix but to listen. 05. Remind that you aren’t discussing solutions yet Cruising
- 20. Secret Tips Be an effective communicator 01 Check your emo- tions at the door 02 Partnership is key 03 Speak their language - make it simple 04 Be the connector 05 Don’t take it personally 06 Cruising Justyna Belkevic
- 21. Landing 04 Justyna Belkevic Bonus material to prepare you for any situation.
- 22. Bonus Tips ● Why are you speaking only to so few people? ● Can I write the questions for you? ● I am afraid that you will find a lot of negative responses. Justyna Belkevic Landing 5 people uncover 85% of insights I’ll share interview topics with you If the comments are negative, it means that your users care. We can fix it. You
- 23. Thanks! Now you know how to deliver successful research readouts. Go and rock it! (and tell me how it went) JUSTYNA BELKEVIC justyna-belkevic
Editor's Notes
- Not every stakeholder has the same investment – understanding the ‘whys’ of each stakeholder will help you choose the best methods of sharing and collaborating. Performing user research on stakeholders by understanding the ‘why’ behind the pushback - It’s important to understand why stakeholders are pushing back on user research and uncover what business goals and metrics most important to them. Using that, you can then create a research plan that both mitigates their worries and shows how research can impact the metrics they care about.
- If people don’t understand, draw it - visual communication. Draw out the message. Be flexible - change how you communicate without patronising them. ‘Let me just show you, it is easier to visualise it.’ User behaviours and actions can translate into quantifiable metric (sales metric). Quantitative data does not show the full picture. The future vs moment in time. There’s no one perfect way of communicating the value of UX to sceptical stakeholders. Some stakeholders are motivated by numbers, forcing you to quantify the benefits. You can do this by sourcing third party data, or running a small test to prove the results. Other stakeholders are motivated by social proof, so you can demonstrate how other brands they look up to use these techniques. Some stakeholders need to see the effects on the team to really appreciate the value, which is where design sprints come into play. Much like UX design itself, there’s no one size fits all strategy, so you need to tailor your approach to both the audience and the problem at hand. So the best advice would be to use your design thinking and storytelling abilities to communicate the right message to the right people.
- Show don’t tell: Walk your audience through concrete examples from real-life observations — bonus points if you can set up scenarios so that your co-workers can feel the tension/friction/problem for themselves Use a narrative structure with relatable heros: Make sure your presentations tell a clear story with a beginning, middle, and end. Don’t try to do too much at once: Remember — you’ve spent weeks, maybe months absorbing all this stuff. If you throw it all at your audience at once, it’ll be too hard for them to isolate and focus on the main points. Use lots of high-quality pictures and videos: Like the good researcher you are, you took tons of pictures while you were conducting the research. Use them. It will help your audience understand the research process and imagine your users’ lives, motivations, and obstacles.
- Remind everyone that the purpose is not to fix but to listen. People usually want to fix problems quickly, but they might not be fixing the root problem. Or maybe you haven’t thought about all different solutions. As a collective not an individual thought. With every change there is an opportunity to evolve. Empathise with the end user.