ux poland 2016 - dominika mazur - keep ux real: how to empower and inspire with ux research

KEEP UX REAL!How To Empower and Inspire with UX Research

@domi_mazur #UXPoland2016

Dominika Mazur

Ph.D. in Social Psychology (UofU)

UX Researcher at Closed Loop

@domi_mazur

@domi_mazur #UXPoland2016

TRUSTED UX PARTNER TO LEADING BRANDS Closed Loop has helped a wide range of respected companies to better understand their customers and build successful, engaging, products and services.

@domi_mazur #UXPoland2016

There is nothing better than

in actionseeing UX research results

@domi_mazur #UXPoland2016

Request for UX

research

In the field, conducting

research

Sharing results

When to motivate teams to act on research results

@domi_mazur #UXPoland2016

Request for UX

research

In the field, conducting

research

Sharing results

When to motivate teams to act on research results

@domi_mazur #UXPoland2016

Understand intentions1. What do they want to find out?

2. Plan for how this research will be used?

3. What things can’t be changed?

@domi_mazur #UXPoland2016

Hear them out 1. Make people on the team feel like they are being heard.

They are experts and want their opinion to count

2. Teams commit to acting on UX Research results when they feel like their expertise is taken into consideration

STORY MAPPING WORKSHOPCase Study

@domi_mazur #UXPoland2016

Story Mapping Workshop (1)• 2-day Story Mapping workshop for one of

the world’s largest online payment companies

• 45 designers, developers, product managers, marketers, and others from 5 countries

• Create UX strategy for a major website redesign

@domi_mazur #UXPoland2016

Story Mapping Workshop (2)• Stakeholders get together and discuss

what the user journey looks like

• Outcome is a living document that teams can refer to during product design, development and lifecycle

@domi_mazur #UXPoland2016

Story Mapping Workshop (3)

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Story Mapping Workshop (4)

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Story mapping resources1. User Story Mapping by Jeff Patton (2014)

2. UX Podcast episode #102 Story mapping & analytics with Adrian Howard & Mike Beasley (2015)

@domi_mazur #UXPoland2016

Request for UX

research

In the field, conducting

research

Sharing results

When to motivate teams to act on research results

@domi_mazur #UXPoland2016

Put them to work (1)1. Ask teams to take notes, write down

insights and create themes

2. Active participation makes teams pay attention and remember findings. You increase the chance that they will act on this knowledge

@domi_mazur #UXPoland2016

Put them to work (2)

@domi_mazur #UXPoland2016

– From a recent eye tracking study

“Today we observed 7 people attempting to sign in as new users. 6/7 took 3 minutes trying to create a

password that would meet all of the security requirements. Many abandoned the site … Here’s the

video”

Send updates from the field

@domi_mazur #UXPoland2016

Request for UX

research

In the field, conducting

research

Sharing results

When to motivate teams to act on research results

@domi_mazur #UXPoland2016

Deliver results quickly (1)1. Keep the momentum going. Deliver results while teams

are still excited about research

2. Teams are under pressure to incorporate feedback from UX Research quickly. Delivering results fast equals greater impact

@domi_mazur #UXPoland2016

Deliver results quickly (2)1. First, email strong trends and “low

hanging fruit”, next provide other outputs

2. Teams can quickly access and read emails anytime anywhere

@domi_mazur #UXPoland2016

Deliver results quickly (3)1. Provide results and recommendations

in small chunks. It’s better for short attention span

@domi_mazur #UXPoland2016

Positives and easy fixes first1. Begin with sending recommendations that

are easy to implement

2. Working on easy fixes brings immediate gratification and enthusiasm for tackling more complex challenges

3. Give credit for positives

@domi_mazur #UXPoland2016

Connect the team with the user1. Include user photos, share quotes, show

user videos

2. Stories and visuals lead to inspiration and empathy

3. As empathy grows, teams become better advocates for users and more eager to apply the research

@domi_mazur #UXPoland2016

Cater to different learning styles1. People absorb information and get inspired in many

different ways

• data-heavy

• detail-oriented

• visual

• playful

• serious

• etc.

OCCASION JOURNEY MAPSCase Study

@domi_mazur #UXPoland2016

Occasion Journey Maps• One of the largest event ticket re-sellers in

the US

• Understand the end-to-end experience for people who buy event tickets for a specific occasion

• Analyzed over 11,000 minutes of audio/video

• Created multiple Journey Maps, to help convey the overall emotion of the Occasion experience

@domi_mazur #UXPoland2016

Playing cards

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Coded, sortable spreadsheet of summary findings

@domi_mazur #UXPoland2016

Request for UX

research

In the field, conducting

research

Sharing results

When to motivate teams to act on research results

@domi_mazur #UXPoland2016

Pile up evidence1. Create a UX Research data repository

2. It’s hard to resist mounting evidence

@domi_mazur #UXPoland2016

Make UX results visible 1. Showcase research results and artifacts in

visible places - they help to promote UX Research

Genevieve Bell from Intel by NashCO Photo 2016

THANK YOU @domi_mazur