Driving B2B innovation & product development using collaborative ux research techniques
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The document outlines collaborative UX research techniques for B2B innovation and product development. It discusses challenges in B2B research like lack of contextual inquiry data and collaboration barriers. Three types of collaboration are presented: customer-customer using collaborative design, customer-SME using iterative workflow mapping, and stakeholder-stakeholder using workshops. Examples of each technique are provided to generate rich customer data, understand ecosystems, validate concepts, and drive organizational alignment.
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Driving B2B innovation & product development using collaborative ux research techniques
- 1. #UXPABos15#b2bUX Driving B2B Innovation & Product Development Using Collaborative UX Research Techniques UXPA Boston May 15th, 2015 Co-presented by: Alfred Kahn | Director, Customer Experience | Wolters Kluwer Law & Business Pete Wasserman | Director, B2B Research & Consulting | Sachs Insights
- 2. #UXPABos15#b2bUX Who are we? Pete Wasserman Director Research & Consulting, B2B Practice Alfred Kahn Director, Customer Experience @pete_wasserman @sachsinsights
- 3. #UXPABos15#b2bUX Getting to Know You Show of hands: 1. How many of you have “internal” customers? External? 2. How many of you have defined your customers without having talked to your customers? 3. How many have tried to perform contextual inquiry (observing customers/users doing their work)?
- 4. #UXPABos15#b2bUX WHY FOCUS ON B2B?
- 7. #UXPABos15#b2bUX SO WHAT ARE THE CHALLENGES?
- 9. #UXPABos15#b2bUX Contextual inquiry is not always possible.
- 10. #UXPABos15#b2bUX Many companies don’t have adequate quant data on customer behavior either.
- 11. #UXPABos15#b2bUX More specific audiences = fewer data points.
- 13. #UXPABos15#b2bUX Finance, Business, Equity.. <html><body> <div> <t> </t></div> </body></html>
- 14. #UXPABos15#b2bUX Driving organizational change is not for the faint of heart.
- 15. #UXPABos15#b2bUX What’s at stake? You don’t get a second chance to make a first impression.
- 17. #UXPABos15#b2bUX SO WHAT TO DO?
- 18. #UXPABos15#b2bUX 3 Types of Collaboration 1. Customer – Customer 2. Customer – Subject Matter Expert 3. Stakeholder – Stakeholder
- 19. #UXPABos15#b2bUX 3 Types of Collaboration 3 Research Techniques 1. Customer – Customer 2. Customer – Subject Matter Expert 3. Stakeholder – Stakeholder Iterative Workflow Mapping Collaborative Design Stakeholder Analysis Workshops
- 20. #UXPABos15#b2bUX CUSTOMER – CUSTOMER COLLABORATION: COLLABORATIVE DESIGN
- 21. #UXPABos15#b2bUX
- 22. #UXPABos15 #b2bUX Securi6es Law An6trust Li6ga6on Tax Banking Intellectual Property Labor & Employment Health Law Pension & Benefits Energy & Environment Payroll
- 23. #UXPABos15#b2bUX Securities Law Antitrust Litigation Tax Banking Intellectual Property Labor & Employment Health Law Pension & Benefits Energy & Environment Payroll
- 24. #UXPABos15#b2bUX Securities Law Antitrust Litigation Tax Banking Intellectual Property Labor & Employment Health Law Pension & Benefits Energy & Environment Payroll
- 25. #UXPABos15#b2bUX Securities Law Antitrust Litigation Tax Banking Intellectual Property Labor & Employment Health Law Pension & Benefits Energy & Environment Payroll
- 26. #UXPABos15#b2bUX Methodology – Collaborative Design Small Co-Creation Groups with 4 lawyers of the same Persona Activities structured to produce Divergent/Convergent Thinking Working individually Then in Pairs Then in Groups
- 28. #UXPABos15#b2bUX ConvergentDivergent HLUX CNAB XAJZ HLUX CNAB XAJZ Divergent/Convergent Thinking
- 29. #UXPABos15#b2bUX ConvergentDivergent HLUX CNAB XAJZ HLUX CNAB XAJZ Solution HLUX + CNAB + XAJZ Divergent/Convergent Thinking
- 30. #UXPABos15#b2bUX Methodology – Collaborative Design Grounded in Real Life Example Relational Targeting Activity Build their Ideal Content Set Work in teams to merge the concepts
- 31. #UXPABos15#b2bUX Wide range of sources used in Antitrust research. They are frustrated by poor search and navigation on government websites. Value of Expert witness database They like the idea of cascading content, moving across a spectrum from general to more specific and vice versa.
- 36. #UXPABos15#b2bUX SME – CUSTOMER COLLABORATION: ITERATIVE WORKFLOW MAPPING
- 38. #UXPABos15#b2bUX Recruitment Attorneys were recruited to participate, representing two of the Wolters Kluwer personas In addition, participants met the following specifications: » Mix of gender and age » Mix of roles and titles » Mix of firm size and specialty » All Securities content researchers Page 38 Bruno – Career Builder Ernie – Experienced Leader
- 39. #UXPABos15#b2bUX Detail of the Process 2:1 Sessions with participants from each persona segment • Researcher, Subject Matter Expert (SME) & Participant in a room • SME is typically a former professional, sometimes a Product Manager SME Researcher Attorney SME Researcher Attorney
- 40. #UXPABos15#b2bUX Role of the SME • Bring deep domain knowledge into the room • Identify Nuance and Detail • Act as Translator
- 45. #UXPABos15#b2bUX Part 1 Beginning Closing NDA Drafting Anciliary ClosingKick OffDue Diligence
- 46. #UXPABos15#b2bUX Part 2 Beginning Closing NDA Due Diligence Draft Purchase Agreement Drafting Anciliary Closing Coordinate with Special Council Kick Off
- 47. #UXPABos15#b2bUX Part 3 Beginning Closing NDA Due Diligence Draft Purchase Agreement Drafting Anciliary Closing Coordinate with Special Council Kick Off Background of Research Disclosure Schedule Logistics Transaction Agreement Coordinating Council Tax Documents
- 48. #UXPABos15#b2bUX 360 ° view across all personas for complex workflow identifying needs • Generate richer data through expert iteration • Layering of workflows to develop “superflow”
- 52. #UXPABos15#b2bUX Content Creation Workflow Mapping Stakeholder Workshop Organizational Change Rich Findings Drive Consensus
- 53. #UXPABos15#b2bUX Detail of the Process Workshop to analyze & interpret research findings • Stakeholders • Subject Matter Experts Review data & engage in collaborative workshopping exercises • Individual, paired & group exercises • Divergent / Convergent Thinking
- 54. #UXPABos15#b2bUX
- 55. #UXPABos15#b2bUX
- 56. #UXPABos15#b2bUX Why is it so important to agree on findings?
- 57. #UXPABos15#b2bUX Wrap Up These approaches deliver value by providing: • Rich customer data • Understanding an entire user ecosystem • Exploration of white space • Validation of product concepts • Stakeholder alignment
- 58. #UXPABos15#b2bUX Some Concepts We Discussed Divergent / Convergent Thinking Subject Matter Expert/Stakeholder Engagement Collaborative Research Teams Rich Data Collection Through Expert Iteration
- 60. #UXPABos15#b2bUX Thank you! Pete Wasserman Director Research & Consulting, B2B Practice pwasserman@sachsinsights.com 212.924.1600 x-181 Alfred Kahn Director Customer Experience alfred.kahn@wolterskluwer.com 212.771.0720 @pete_wasserman @sachsinsights Special Thanks to Tammy Sachs & Geoff Parsons Art by Lisa Vissichelli