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“WHAT NEXT?” CHARTING A COURSE FOR UX STRATEGY IN A TIME OF RAPID CHANGE

Presenters:Yana Beranek, Senior Vice President, UXDan Delaney, Senior Research Director, UXMegan Machamer, Director, UX

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This webinar will focus on problems we can solve & take a strategic look at HOW we can solve them

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We know relationships with technology are changing in response to social distancing & stay at home orders…

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Which of the following are you currently using or doing more as a function of the COVID-19 crisis?

Source Marcoms – Commercial COVID-19 Tracker, Ipsos North America

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In self-report, we observe that people expect to maintain some of these habits related to technology

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Please select the categories below where you expect to continue using the new brands, products, services or features

you have tried.

Source Marcoms – Commercial COVID-19 Tracker, Ipsos North America

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Looking to history to understand the future…

Crisis Attitudinal Shifts

New Behaviors

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One of the challenges is knowing what behaviors will look like post-pandemic…

What behaviors have decreased

because of COVID?

What new behaviors will have a long-term lasting

impact?

What behaviors

have accelerated?

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Social Distancing can be an accelerator of technological reliance & adoption and act as an agent of change.

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Changes are occurring rapidly…

1. Organizational Disruptions

2. Shifting Roadmaps and Goals

3. New User Needs and Opportunities to do Social Good

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Organizational disruptions are impacting business as usual

• Changing team dynamics

• Defending research initiatives

• Remote-only work environments

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Researchers, Designers, and Product Managers are all dealing with rapidly changing product roadmaps and goal reassessment

• Keep things moving

• Investigate shifting user needs

• Focus on research that benefits your business the most

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Researchers, Designers, and Product Managers are all dealing with rapidly changing product roadmaps and goal reassessment

• Stakeholders look to their research partners to help strategically readdress their new research questions.

• It is important to get the most out of research in this moment.

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Users have a host of new needs & they are adopting technology to meet them

• Users need technology now more than ever

• New user segments are engaging with products; inclusive design is critical

• New behaviors can lead to new habits and product affinity

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Telemedicine

Adopted to limit exposure to the frontlines for less severe cases of COVID.

Hospitals may potentially use these technologies to triage or protect staff and other patients in the future.

Ability to add expanded care options.

Source: https://www.healthcareitnews.com/news/telemedicine-during-covid-19-benefits-limitations-burdens-adaptation

Technology is critical for solving current problems

Users have a host of new needs & they are adopting technology to meet them

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Nextdoor

Added features to its platform in a time of crisis to help meet localized needs.

Potential opportunity for platform expansion to include more neighborhood collaboration and messaging tools.

Source: https://www.nytimes.com/2020/03/25/style/nextdoor-neighbors-coronavirus.html?referringSource=articleShare

Users have a host of new needs & they are adopting technology to meet them

Technology is being adapted to meet new needs

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Trello

Parents are now using the Trello collaborative planning tool to manage their households, work days, and home-school their kids

In the future, collaboration tools like this adopted could be more widely used for household planning and collaboration

Source: https://www.technologyreview.com/2020/04/01/974977/coronavirus-homeschooling-tips-trello-asana/

Users have a host of new needs & they are adopting technology to meet them

Technology is being repurposed for new use cases

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Embrace of Technology

People over the age of 55 are adopting new technology, especially services like grocery delivery/pickup (33% have tried/used since COVID started).

37% have used social media and 23% had tried a videoconferencing tool to stay connected with friends.

Source: Marcoms – Commercial COVID-19 Tracker, Ipsos North America

Users have a host of new needs & they are adopting technology to meet them

New user segments are emerging

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Apple and Google Team Up to do Contact Tracing for COVID

The two companies are adding features for both iPhone and Android devices to enable users to know if they had come in close contact with an infected individual—using voluntary reporting.

Source: https://www.nytimes.com/2020/04/10/technology/apple-google-coronavirus-contact-tracing.html?searchResultPosition=1

Users have a host of new needs & they are adopting technology to meet them

Companies want to do social good

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This moment of disruption is leading to new use cases, user segments, and emerging needs.

Research is critical to understand these changes and learn from them.

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Several key technologies are impacted by shelter-in-place

New product opportunities, innovation, and 2021

opportunities for development

Communication & Staying

Connected

Entertainment & Expertise

Essential & ECommerce

Needs

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Avenues of Exploration for Product Roadmaps

UX Research and Design can address…

Privacy Issues Better platform security and messaging

Accessibility Needs Building experiences that are inclusive

Connectedness Making communication simpler

Entertainment Bringing fun and delight to isolation

Reliable Information Trustworthy and accessible data/information

Digital Tools and Enterprise Solving problems for remote work/school

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There are also many opportunities to do social good with products and services

& Human-Centered Design can do a lot…Address inequities in social class,

gender, and race/ethnicity

Be for EVERYONE

Make essential workers safer

Keep human intention and needs at the core of a product

Make healthcare tools accessible

Make critical information and alerts accessible

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2020 UX Strategy Recommendations

What Next?

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Go prepared to stakeholder conversations

Work to provide knowledge on WHY a particular project is important to prioritize.

If possible, provide hypotheses on how this particular moment will shape future design iterations or influence adoption of your product.

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Customize research design for every project

One research solution will not work for every project.

It is critical that you customize and consider every research project individually, now more than ever.

There are a ton of remote solutions to keep research moving forward.

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Be Flexible

Be ready to shift priorities and be flexible with your 2020 goals.

Consider new needs of your users.

Think of ways to get users to re-adopt and integrate your product(s) into their lives.

Design for experiences during and after this pandemic.

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Be Curious

Use this moment as a time to better understand the needs of your customer and how new/updated experiences can benefit them.

Be open-minded about what you might learn and what actions might be needed to address problems and pain points.

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Be sensitive to the pandemic climate in the tone and manner of your

research

You never know what your individual users are dealing with as the interact with you in an interview, so be sensitive in formulating discussion guide questions.

Be flexible with recruiting and incentives. Participants may need to change or miss their session for health/family reasons.

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While this pandemic will end…newfound relationships with technology may not

Use this year to understand societal needs for technological solutions and do good, inclusive design to help address those needs.

Consider how current product offerings can be retooled or enhanced to address emerging needs.

Expand possible user segments and consider older users or users with accessibility needs.

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Times of disruption bring insights for those who conduct research.

Insights bring opportunities for lasting customer change.

THANKYOU.