The document by Gunjan Sobhani and Ilker Yengin emphasizes the importance of UX research in driving innovation and enhancing user experiences. It presents the idea that a dedicated UX research team can significantly impact product success by validating ideas and effectively addressing user needs, while also providing statistics on the cost of poor UX. Additionally, it discusses agile UX research methodologies and guerrilla testing as efficient strategies to gather user feedback and improve design iterations.

1. Gunjan Sobhani (Co-
Presenter)
Senior UX Researcher
Ilker Yengin (PhD)
UX Research Lead
Reasons Your
Company Should Care
About
UX Research

2. “Innovation distinguishes between
a leader and a follower”

3. Innovation is often viewed as the application of
better solutions that meet new requirements,
unarticulated needs, or existing market needs
Innovation

4. The first mobile phone call was made by
Motorola employee Martin Cooper on April
3, 1973.

5. Growt
h
Ferment
Tim
e
Take-Off
Maturity
Discontinuit
y

6. INNOVATION
WINDOW
Growt
h
Ferment
Tim
e
Take-Off
Maturity

7. [https://www.extension.harvard.edu/professional-development/blog/innovation-strategy-4-key-tactics-top-growth-companies]

8. 1. Find the next S-curve
2. Lean on customers
3. Think like a designer
4. Lead the way
Innovation = Strategy

9. [https://hbr.org/1985/05/managing-innovation-controlled-chaos]

10. Innovation = Controlled Chaos
Dedicated team
Low early costs
Flexibility and
quickness
Multiple Approaches
[X]
Long time horizons
Incentives
Availability of capital

11. Innovation Formula
Dedicated
team
Know the
Customer
s
Low early costs
Flexibility and
quickness
Multiple Approaches
[X]
Long time horizons
Incentives
Availability of capital

12. UXR in the Formula
Help the team make good decisions.
Advocate the users voice from the first brainstorm through
launch decisions.
Validate low cost
ideas iteratively
Know the
Customer
s
[X]
Dedicated
Team + New
Ideas

13. UXR in the Formula
Validate low cost
ideas iteratively
Know the
Customer
s
[X]
Dedicated
Team + New
Ideas
Problem
Solution

14. DoubleDiamon
Dedicated Team
+ New Ideas

15. UXR in the Formula
70% of buying experiences are based on how the users experience is.
32% of users will leave the brand they love after just a single bad
experience.
70 % of the projects fail since they cannot meet the users’ needs.
Validate low cost
ideas iteratively
Know the
Customer
s
[X]
Dedicated
Team + New
Ideas

16. UXR in the Formula
More than 3 users out of 5 think that a positive experience is more
influential than a strong advertising.
People are willing to spend up to 16% more for services that offer
greater experience.
Validate low cost
ideas iteratively
Know the
Customer
s
[X]
Dedicated
Team + New
Ideas

17. UXR in the Formula
Cost of bad UX in IT project management is about $150 billion across
all industries.
Proper UXR may reduce the development time by 33% to 50%.
UXR reduces the cost of user support. (e.g. McAfee had % 90
reductions in support cost after usability testing).
Validate low cost
ideas iteratively
Know the
Customer
s
[X]
Dedicated
Team + New
Ideas

18. AGILE UX
RESEARCH
METHODOLOGY

19. Agile UXR
How agile methodology is applied to research

20. Agile UX Research
Template
How to achieve within deadlines
Click here to Download

21. Research
Planning
Guerilla Testing
Low cost & quick method for user testing
Write Screening criteria, post & pre interview
questionnaire & Scenario

22. Guerilla Testing
Low cost & quick method for user testing
Pilot test the prototype Find the participants & use screening
questions to filter participants
Share Quick Actionable
insights

23. Problem we face
Often….
Delivery Guy, laundry service guy cannot locate me!!!!
I did share my location though….URGHHHH :/
Note : This is for demonstration purpose only & in no way related to any organisation company.

24. Research Planning
Defining the research objective

25. Textual Instructions to
indicate the landmark
near your location
Validating Existing Solution
Taking feedback from users

26. Users would want to share visual clues in the form of pictures to
communicate well as to where they actually are.
Actionable Insight
After taking feedback from users…..

27. Design Iterations
using UX Research

28. Innovation Formula
Dedicated
team
Know the
Customer
s
Low early costs
Flexibility and
quickness
Multiple Approaches
[X]

29. Thank you
LinkedIn : https://www.linkedin.com/in/ilker-yengin/
Email : ilkyen@gmail.com
Medium Publication : https://medium.com/ux-research-notes
LinkedIn : https://www.linkedin.com/in/gunjan-sobhani-9269bbaa/
Email : gunjan1801@gmail.com
Medium Publication : https://medium.com/ux-research-notes