UX Research for the Masses
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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, AutoTrader's James Barley talks about UX research for the masses.
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UX Research for the Masses
- 2. Hello 👋🏻 James Barley, UX Research @AutoTraderLife 😀 @jamesbarley
- 3. @jamesbarley Text Text New Car IBET B2C Buying Experience Finance UX research @ Auto Trader B2B Service Design
- 4. UX research for the masses @jamesbarley
- 5. Why we started What we’ve been doing The impact UX research for the masses 5@jamesbarley
- 7. Why we started democratising research Build the profile and engagement in research @jamesbarley
- 8. Why we started democratising research Build the profile and engagement in research Educate about the role and benefits of using evidence in design decisions @jamesbarley
- 9. Why we started democratising research Build the profile and engagement in research Educate about the role and benefits of using evidence in design decisions Get research to land and create an evidence-led culture @jamesbarley
- 11. 50% evidence 50% engagement What we’ve been doing @jamesbarley
- 12. What we’ve been doing 12 Research as a team @jamesbarley
- 13. What we’ve been doing Task 1: New Car – Live website (mobile) 5 New Car / Finance - lab study 28 Feb 2019 Task description This task will enable us to observe the participants using the live product in the lab for the first time. They will be asked to find a car that matches what they are looking for / have currently bought, using the same criteria. NBthis task will be alternated with Task 2. Task goals This task will aim to answer the following questions: • How od they interact with search, and why do they choose a specific car from the results? • Are we presenting enough / the right info on the FPA? • Are there any other pain points in the journey that we have not yet observed? • The primary objective of this task is to generate ideas and hypotheses for further optimisation of the New Car journey Est task duration: 10 mins Before @jamesbarley
- 16. What we’ve been doing 16 Research as a team Training and access to the right tools @jamesbarley
- 17. 17 Now it’s your turn! 1. Teams of 4 2. Discuss and vote on which project to focus on 3. Create a test plan for the project 4. 1minute showcase per team UX research @jamesbarley Internal T&D
- 19. What we’ve been doing 19 10% time @jamesbarley 💡💡💡💡👊👊👊👊
- 20. What we’ve been doing 20 Research as a team Training in methods, and access to the right tools Continuous internal PR @jamesbarley
- 25. Tangible impacts Built the profile of the team as the experts in audience behaviour @jamesbarley
- 26. Tangible impacts Built the profile of the team as the experts in audience behaviour Engaged and evidence-led squads @jamesbarley
- 27. Get 25% of them on board Section title 27 Tangible impacts @jamesbarley
- 28. New Car in Quick Search Increased New Car searches by 155% Evidence-led testing 28 Winner Red button execution increased New Car searches by 393%
- 29. Evidence and outcomes-led planning Goals / OKRs Hypotheses Experiments & projects @jamesbarley
- 30. Tangible impacts Built the profile of the team as the experts in audience behaviour Engaged and evidence-led squads Evidence-led backlog is yielding more (and bigger) winners @jamesbarley
- 31. ‘Brand New’ toggle Increased Brand New searches in ‘All cars’ search by 30% Evidence-led testing 31 Winner
- 32. Test where you can, then iterate Winner Search typography CTR for Deals adverts increased 12%
- 33. Section title Pipeline ~ 6 months of tests @jamesbarley
- 34. We started with the simple goal to get research to land, and make a difference Our approach: 50% evidence, 50% engagement We’ve made good progress, but it’s an ongoing effort In summary @jamesbarley
- 35. Thanks for listening 👍🏻
Editor's Notes
- James I’ve been heading up UX Research @ AT for the last couple of years I kind of feel like the first act on at Glastonbury today A lot of great speakers to follow - you're in for a good day Just wanted to say a couple of thank-yous before I start 1stly - to you folks for coming along to listen. Don't think of myself as a thought leader Passionate practitioner - find it humbling people come to listen to me & the Userzoom for having me here
- My team are embedded in our Buying Experience Tribe For the last year our focus has been What we call Blue Cards Tribe's big bets for the next 12-18 months New Car Finance Core
- We’ve worked hard to democratise research What I mean by democratise To make it more accessible
- Talk about why we bothered the effort we’ve put in has been for a v specific reason How we’ve approached this And what difference it’s made
- Of course we want to share how awesome what we do is with everyone But there’s a strategy behind why we have made research accessible to as many people as possible A means to an end
- When I started at AT we were at Ground Zero in terms of research. I was the only researcher Organization that paid lip service to research, but was in reality fueled by opinion. Delivery-led culture Get onto people’s radars – make them aware. Get them interested, inquisitive, curious, engaged Get them talking – foundations for creating advocates and ‘believers’
- Show them what real research is, and is all about. Educate them that real research is not asking if users ‘like’ a new feature, and would they use it in the future Educate them that using evidence gives you a greater chance of success, since it moves you closer to the truth Ultimately to try to slay the hippo
- This is the primary objective truth be told To make sure the work we did would make a difference Our primary goal isn’t to have designers and product leads doing their own lab studies The democratisation of research is categorically not intended to replace the researcher If anything it is the opposite – if people understand why we do it, and the impact it can have Then we can hopefully move from contributors to the product and design leads, to become peers
- So, what have we been up to?
- This is the mantra Spend half the time looking outside the organisation (at our users) And half the time looking in If we understand and empathise with our stakeholders we can frame our work around how it benefits them
- We work in squads I'm aligned to our New Car squad i.e. Product Lead, Design Lead, Tech lead, engineers, QA, delivery leads etc I don't just 'bring them on the journey' I go on it with them Before during after, Exercise in creating common ground Collaboration, inspiration, share ownership of goals and OKRs
- Work with the team to agree what’s the highest priority Usually driven by product lead Then work with the squad (product lead, design lead, tech lead) to bottom what they want to learn Take the lead, shape the tasks Making sure I check in with them The squad can help to fill in any blanks Or throw in any additional questions they've got
- During the study, we invite as many stakeholders as possible Entire squads Product, design, tech, delivery, Take notes Share and discuss observations at the end of each session
- Evaluative testing Delta Next Framework – matrix Researchers don’t recommend – we find what needs fixing, and help to contextualise that But it's the whole squad that generates the ideas and hypotheses Shared understanding, shared ownership of the solution Collaborative workshops for whole squad – often including colleagues from different squads Inclusive approach – broad spectrum of ideas e.g. New Car - backlog of ideas and hypotheses that should see us through about 6 months of experimentation
- Training sessions. Guerilla testing, agile testing with UZ, UX analytics with CS
- Internal coaching sessions Basics in conducting user testing Bi-monthly drop in sessions Trained over 80 colleagues part of the grad induction programme Experimentation Guild Part operational Part mentoring
- Our partners UZ and ContentSquare have come in and helped me to train product, design, data people, QA, delivery leads Goal… build their awareness/understanding of the tools We don’t expect them to be suddenly spinning up their own studies We want them to know when to ask the right questions To challenge if there's no data or testing happening They now know what we can test And how quick and easy it support research in getting involved at every step of the way
- 10% time We used it for our PDPs I’ve currently got 4 mentees doing research in their 10% time 2 are doing it because they might change career It’s really flattering that these guys are committed enough Made a point And the quality of their work has been really high
- Ongoing awareness campaign Engagement at all levels…
- I’m naturally quite introverted But have had to learn to always look for how we can build attention and awareness Present playbacks, company show cases, tribe days, guild meetings Get in front of steering committees Even presenting to the the board If there’s a chance to plug in a laptop we’ll be there And we don’t stop there…
- We hammer Yammer
- And work with other teams to help solve their problems using the same methods we use in our day to day work Rather than tell people how fun it is to solve problems like we do We show them The People team are big advocates Discovery Day for Returnship programme
- So what’s been to outcome of all of this? Has it helped move the needle for us in the way that we’d hoped?
- Well yes. We are the go-to in product and tech when it comes to consumer behaviour even with our sales and service teams A good measure is how often you get a request for some research from someone you’ve never heard of People are talking about research in a good way Demand is far outstripping supply – And so the new measure is how we frequently we have to say ‘no’
- This has been a real indicator
- The key has been to get 25% on board Then the rest will follow Worked out who were already advocates of using data and evidence Initially focused on building close relationships with them
- You know you’ve hit the sweetspot When engineers are taking the evidence And are writing their own tests – hypotheses with evidence behind them New Car – goal This was a test done by them – they’d even gone a bit rogue Political – they decided to ask forgiveness rather than permission Sounds pretty obvious – was worth worth a test This variant increased new car searches by 155%
- Planning processes across the tribe Evidence backed into it New Car – evolved from having a 30% ‘continual improvement’ allocation of resource To now… we’ve not built anything new since pre-Xmas Optimising what we’ve got This is a complete turnaround It’s taken nearly 2 years to get here, old habits die hard The road has been bumpy Taken a mixture of patience, resilience And inevitably a lot of compromise
- And now, the squads doing this are cooking on gas Recently it’s been winner after winner