Democratising UX: how to spread user research education and insights throughout your organisation With demand for UX insights within organisations outstripping the capacity of UX teams to deliver research, there is a growing need for greater UX knowledge and capability across different functions within businesses. But how do you spread user research beyond the walls of your UX research team? What is the value of everyone having access to UX insights—or having the ability to run research themselves? On 26th March, we gathered a range of speakers to share their successes, challenges and expert advice around democratising UX. Learn from a variety of different perspectives on the topic, and have the opportunity to share your own experiences with the community. In this presentation, Paul Boag talks about how to work collaboratively on the user experience.

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How To Work Collaboratively To Improve
The User Experience
Paul Boag (boagworld.com)

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Why Collaboration is Critical
INCREASES
UNDERSTANDING
SELF DISCOVERY HELPS
RETENTION
LESS LIKELY TO
REJECT SOLUTION
MORE LIKELY TO
DEFEND SOLUTION

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PRIORITISING
USER-CENTRIC PROJECTS

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Customer Journey Mapping

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Why Customer Journey Mapping?
EMPATHISE WITH USERS IDENTIFY FUTURE PROJECTS

6. Discovery Research Purchase Delivery After Sales
Task
Questions
Touchpoints
Emotions
Influences

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But my stakeholders suck!
INCLUDE THE USER VALIDATE AFTERWARDS

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See also: What Is Customer Journey Mapping and How to Start?

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Introducing Digital Triage

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How do you prioritise projects?
HIPPO? FIREFIGHTING?

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Project Prioritisation Criteria
BUSINESS OBJECTIVES RETURN ON INVESTMENT USER GROUPS USER NEEDS

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See also: How to End the Pain of Shifting Project Priorities

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STRUCTURING PROJECTS
AROUND USER NEEDS

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Story Cards And Empathy Maps

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Fast-Track Tiffany
How soon can I get my image license? What do I need?
How can I pay quickly?
Why do I need permission? How can I speed this up? Can I do this online?
StressedStressed
PressuredPressured
ConfusedConfused
ResentfulResentful
DoubtfulDoubtful
CynicalCynical
Tiffany is looking to quickly find a relevant image that will meet her
requirements, allowing her to move on to the next project.
“Don’t slow me down. Give me access to what I want as fast as possible.”
Legal Department
Deadlines
Project plansNews & Trends
Google &
Pintrest
Big Budget Millie
Can I get exclusivity? Can I get high resolution imagery?
Can I manipulate the image?Can I change the licensing?
Can you accommodate my custom requirements?
How does the process work?
FrustratedFrustrated
Demanding
Demanding
ConfusedConfused
DecisiveDecisive
StressedStressed
CreativeCreative
Changes in direction
Vision alignment
Kudos & status
Need for confidentiality
Millie is looking for exactly the right image to align with a specific
vision. Something that creates the right perception.
“I have specific requirements, but I am willing to pay to get what I want.”
Brenda the Browser
BewilderedBewildered
IndecisiveIndecisive
RelaxedRelaxed
Uncommitted
Uncommitted
Open to ideas
Open to ideas
Not very savy
Not very savy
Can I search by style, period or movement? What are the restrictions?
What are the time frames?
How much will this cost? How does this all work? Can I get some help?
Current trends
Project brief
Editor, creative or clientThe fam
iliar or popular
Brenda wants an image that will appeal to her audience and add
value to her product, but is unsure where to begin.
“The selection seems limited and process confusing. I am going to need help.”
Neil the Novice
ConfusedConfused
PressurisedPressurised
ShockedShocked
PanickedPanicked
PreciousPrecious
Finally relieved
Finally relieved
Funding limitations
Art theory
Must support researchPopular aesthetically
Would the artist be willing to do a deal? Does an exception apply?
Will I get the image file?
Can I get a specific image? Why can’t it be cheaper? What do you need from me?
Neil is looking for a particular image that supports his publication but
finds the whole experience very confusing and ridiculously expensive.
“This has turned out to be a lot more difficult than I had hoped and so I need help.”

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See also: Adapting empathy maps for UX design

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Top Task Analysis

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See also: What Really Matters: Focusing on Top Tasks

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HELPING COLLEAGUES
UNDERSTAND
COGNITIVE LOAD

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Show them!

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User Attention Point Exercise
BRAINSTORM ELEMENTS INTRODUCE LIMITED
ATTENTION

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User Attention Point Exercise
BRAINSTORM ELEMENTS INTRODUCE LIMITED
ATTENTION
TURN ATTENTION
INTO POINTS
HIGHLIGHT THE DANGERS
OF SPREADING TOO THINLY

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See also: How to Get Clients and Colleagues to Consider User Attention

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BECOME ADVOCATES, NOT
JUST IMPLEMENTORS

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See also: My Complete Guide: How to ensure user experience is a priority for your company

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How To Work Collaboratively To Improve
The User Experience
Paul Boag (boagworld.com)