UX Research at Scale
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This session is targeted at designers, executives and product managers from small- to mid-size companies who want to build an ethos of user research into their workflow of design and development, but are often fragmented with other responsibilities. We'll first introduce the concept of UX research, talk about how to find best participants for even the most difficult of target audiences, and showcase examples of candid feedback leading to organizational change. The scaling and automation of this UX research process is key as your company grows bigger and bigger, and the presented tools and techniques will help keep you to continue to evangelize the voice of the user.
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UX Research at Scale
- 1. UX RESEARCH AT SCALE NICK CAWTHON :TRUE UNIVERSITY 2015
- 5. UX RESEARCH AT SCALE NBACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
- 6. YOU 6 • UNSURE OF WHERE DESIGN FITS IN PROCESS / ORGANIZATION • HAVE 100 OTHER THINGS TO FOCUS ON • KNOW GOOD DESIGN WHEN YOU SEE IT • THE ONLY DESIGNER / NOT A DESIGNER , OR POSSIBLY YOU
- 7. THREE GOALS 7 • ILLUSTRATE CHALLENGES OF SCALE • PROVIDE MAINTAINABLE METHODS • SHOWCASE VALUE OF RESEARCH EFFORTS
- 8. DIRECTOR OF USER EXPERIENCE LOGGLY NICK CAWTHON IXDA ORGANIZER SAN FRANCISCO CHAPTER ACADEMIC BACKGROUND B.S. ARCH & APPLIED ARTS | B.F.A. NEW MEDIA | MPHIL. HCI / DATAVIZ 8 @NCAWTHON
- 9. 9
- 10. PERCENTAGEOFPOSTINGS JAN 06 JAN 07 JAN 08 JAN 09 JAN 10 JAN 11 JAN 12 INFORMATION ARCHITECT INTERACTION DESIGNER UX DESIGNER UI DESIGNER PRODUCT DESIGNER USABILITY ENGINEER 0 .06 .04 .02 10
- 11. UX 11
- 12. UR UI IXD COMPARATIVE TESTING USER SESSIONS ETHNOGRAPHIC RESEARCH PROTOTYPING INFORMATION ARCH. FEATURE DEVELOPMENT FRONT-END CODING VISUAL STYLEGUIDES BRAND EXTENSIONS 11
- 13. UX 12
- 15. UR UI IXD 13
- 16. CHALLENGES BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
- 17. • SOFTWARE AS A SERVICE • SINGLE PAGE APPLICATION • DEVOPS / SYSADMIN FOR SMBS • HERMIT DEMOGRAPHIC • 6,000+ ACTIVE USERS 15 CONTEXT OF LOGGLY
- 18. • EXPECTATION OF CHANGE • EVERYTHING IS TESTABLE • TRADITIONAL METRICS IRRELEVANT • CONSTANT THREAT OF CHURN • PRESSURE TO DIFFERENTIATE 16 CHALLENGES OF SAAS
- 22. 19
- 24. METHODOLOGY BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
- 26. INTERNAL USAGE ANALYTICS • SIGNUP CONVERSION • ACTIVATION RATES • UPGRADES V. DOWNGRADES • CUSTOMER CHURN • REPEAT LOGINS • INTERNAL EVANGELISM • FEATURE ADOPTION • REVENUE
- 27. NET PROMOTER SCORES X X
- 28. NET PROMOTER SCORES • WIDELY-ADOPTED • OPEN-ENDED COMPONENT 1 2 3 4 5 6 7 8 9 10 DETRACTORS PASSIVE PROMOTERS • THIRD-PARTY INTEGRATIONS • SELF-ADMINISTERED METHODS
- 29. 24 HIGH TRUST MED TRUST LOW TRUST GREENRED YELLOW -30 -20 -10 +10 +30 +40 +60+50+20 INDUSTRY TRUST / TRANSPARENCY NPS SCORE TELCOM FINANCIAL SERVICES BUSINESS CONSULTING COMPUTER HARDWARE WEB SERVICES B2B AVG HIGH GROWTH FEEDTHEBEAST.BIZ CLERGY
- 30. 25 BE CONSISTENT
- 31. 26 QUALITATIVE
- 32. OLARK INTERCOM • BASIC IMPLEMENTATION • LIVE CHAT ONLY • CUSTOMIZABLE • MORE ADVANCED • OFFLINE INPUTS • CASE MANAGEMENT • SUPPORT TICKET REPLACEMENT
- 33. 28 CONFERENCES
- 34. SESSION PATHS 29 UNINITIATED INITIATED • SETUP / CONFIG FLOW • BASIC FEATURES • INTUITION / IMPRESSIONS • CURRENT SOLUTIONS • SPECIFIC USAGE FLOWS • BLOCKERS • ANY EDGE CASES • WORKAROUNDS
- 36. REMOTE SESSIONS : FEEDBACK DRIP 31 TIER = FREE / PAID • HAS LOGGED INTHIS WEEK • OPPORTUNITY - STAGE LOGIN COUNT < 10 LAST LOGIN < 30 DAYS GREATERTHAN 12 MONTHS STAGE DOES NOT CONTAIN: • NOT ENGAGED • WORKING • 2-WAY CONVERSION • TRIAL CLOSE • CLOSED / WON
- 37. RESULTS BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
- 38. 33
- 39. 34
- 40. “THIS IS THE MOST FRUSTRATING THING ABOUT YOUR PRODUCT IS…” 35
- 41. 36
- 42. “…I WANT YOU TO CREATE A SAVED SEARCH” 37
- 44. “…GENERATE A PIE CHART FROM THE FIELD JSON.CITY” 39
- 46. “NOBODY ELSE DOES THIS…” 41
- 53. WRAP BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP
- 54. TAKEAWAYS 49 • CONSTANTLY REMIND YOURSELF OF USER FRUSTRATIONS • CUSTOMER-FOCUSED PRIORITIZATION • MAINTAIN A SCALABLE APPROACH TO RESEARCH • EXTERNALIZE AFTER EVERY LAUNCH / CONFERENCE
- 55. 50
- 56. Q&A
- 57. CALEND.LY 52 • SHARABLE LINKS • MAX SESSIONS PER DAY • CALENDAR SYNC • ENFORCED GAPS • CUSTOM FIELDS • REMINDERTRIGGERS
- 58. SILVERBACK 53 • SCREEN RECORDING • CUSTOM HOTKEYS • HIGHLIGHT MARKERS • TAGGING, NOTES • TASK COMPLETION MARKERS
- 59. SATECHI MEDIAREMOTE 54 • BLUETOOTH REMOTE • POCKET HOTKEYTRIGGERING • MINI-KEYBOARD BLUE SNOWBALL • OMNI DIRECTIONAL MIC • USB INTERFACE • CANCEL BACKGROUND NOISE