What if there was a way to take advantage of the benefits of group sessions without losing the individual depth of findings of 1:1 sessions? Over the last 7 years, our team has applied numerous research methods to align with client needs and research goals. Having discovered firsthand that no research method is perfect, the team has created a new approach to group-based research. Inspired by Co-Design, Focus Groups, and Contextual Inquiry, we’ve combined individual activities with group sessions in order to bring to light individual’s experiences, motivations, and ideas without losing the creative aspect of the group dynamic. The approach, Collaborative Experience Mapping, allows participants to provide individual in-depth feedback while avoiding many of the pitfalls of group-based research. We will present an interactive deep-dive into the nuances of our methodology; explain what we’ve learned throughout our projects and how you can apply it to your own research efforts.

1. “Faux”cus
Groups:
Reimagining Groups to
Uncover Behavioral Insights

2. Elizabeth Zietlow.User Research Program Lead, Lifion by ADP
Jackie Weeks.Principal, User Research, Pepperjam
Ben Schweitzer.Senior User Experience Researcher

3. The origin. Session Feedback: bit.ly/CEMapping

4. Time.
Cost.
Unique objectives.

5. Reach
Time Cost
Research
Outcomes

6. Reach
Time Cost
Research
Outcomes

7. Contextual spirit.
Individual reflection.
Group energy.

8. Collaborative
Experience Mapping
was Born!

9. Keys to the method.
Session Feedback: bit.ly/CEMapping

10. Real people.
In the same place.
Individual + group time.

11. Reflective thinking.
Mapping behavior.
Moderate themselves.

12. Collaborative Experience
Mapping
More
Exploratory
Usability Testing
Co-DesigningContextual
Observation
More
Evaluative
Tree Testing
Stakeholder
Interviews
A/B Testing
Card Sorting

13. Benefits. Session Feedback: bit.ly/CEMapping

14. Reduced cost & time.
Quicker results.
Stakeholder engagement.

15. “Elizabeth, when I told you it was the most
productive UXR session – I wasn’t just saying it.
My sugar coating ability is at a rock bottom 0.
If it wasn’t good, you would have heard about it
from me :-)”
- Principal Engineer

16. Self-moderation.
Individual + Group.
Participant engagement.

17. In Practice. Session Feedback: bit.ly/CEMapping

18. Friend-pairs.
Swimlanes.
Layers.
Challenges.

19. Tips!
Session Feedback: bit.ly/CEMapping

20. Get teams involved.
Use materials.
Prepare worksheets.

21. Mid-Step aggregate.
Proof of concept.
Communicate value &
limitations.

22. When Not to Use.Session Feedback: bit.ly/CEMapping

23. Not a substitute.
Sensitive material.
Can’t co-locate.
No reflection/mapping.
Not a co-design.

24. Let’s try
it out!

25. Client: UXPA
Research Goal: Understand the
process for picking sessions.

26. Step 1: Individual Reflection
Step 2: Group Aggregate with
Framework
Step 3: Layer/Challenge

27. Task:
Map your process for
selecting UXPA 2016
sessions to attend.

28. ? x
You Are
HereTrigger

29. Touchpoint Category
Smartphone/Tablet
Desktop/Laptop
Paper Program
Verbal
Timing
Trigger Before Conference At Conference

30. Moderator:
- Build the framework
- Encourage individual mapping on wall
- Look for emerging themes

31. Questions?
Session Feedback:
bit.ly/CEMapping

32. Thanks!
Session Feedback:
bit.ly/CEMapping