#UXPABos15#b2bUX
Driving B2B Innovation & Product Development Using Collaborative UX Research Techniques
UXPA Boston
May 15th, 2015
Co-presented by:
Alfred Kahn | Director, Customer Experience | Wolters Kluwer Law & Business
Pete Wasserman | Director, B2B Research & Consulting | Sachs Insights
#UXPABos15#b2bUX
Who are we?
Pete Wasserman
DirectorResearch & Consulting, B2B Practice
Alfred Kahn
Director,
Customer Experience
@pete_wasserman@sachsinsights
#UXPABos15#b2bUX
Getting to Know You
Show of hands:
1. How many of you have “internal” customers? External?
2. How many of you have defined your customers without having talked to your customers?
3. How many have tried to perform contextual inquiry (observing customers/users doing their work)?
#UXPABos15#b2bUX
3 Types of Collaboration
1. Customer – Customer
2. Customer – Subject Matter Expert
3. Stakeholder – Stakeholder
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3 Types of Collaboration 3 Research Techniques
1. Customer – Customer
2. Customer – Subject Matter Expert
3. Stakeholder – Stakeholder
Iterative Workflow Mapping
Collaborative Design
Stakeholder Analysis Workshops
#UXPABos15 #b2bUX
Securi6es Law An6trust Li6ga6on Tax Banking Intellectual
Property
Labor & Employment Health Law Pension &
Benefits Energy &
Environment Payroll
#UXPABos15#b2bUX
Securities Law
Antitrust
Litigation
Tax
Banking
Intellectual Property
Labor & Employment
Health Law
Pension & Benefits
Energy & Environment
Payroll
#UXPABos15#b2bUX
Securities Law
Antitrust
Litigation
Tax
Banking
Intellectual Property
Labor & Employment
Health Law
Pension & Benefits
Energy & Environment
Payroll
#UXPABos15#b2bUX
Securities Law
Antitrust
Litigation
Tax
Banking
Intellectual Property
Labor & Employment
Health Law
Pension & Benefits
Energy & Environment
Payroll
#UXPABos15#b2bUX
Methodology – Collaborative Design
Small Co-Creation Groups with 4 lawyers of the same Persona
Activities structured to produce Divergent/Convergent Thinking Working individually Then in Pairs Then in Groups
#UXPABos15#b2bUX
ConvergentDivergent
HLUX
CNAB
XAJZ
HLUX CNAB
XAJZ
Solution
HLUX + CNAB + XAJZ
Divergent/Convergent Thinking
#UXPABos15#b2bUX
Methodology – Collaborative Design
Grounded in Real Life ExampleRelational Targeting ActivityBuild their Ideal Content SetWork in teams to merge the concepts
#UXPABos15#b2bUX
Wide range of sources used in Antitrust research.
They are frustrated by poor search and navigation on government websites.
Value of Expert witness database They like the idea of
cascading content, moving across a spectrum from general to more specific and vice versa.
#UXPABos15#b2bUX
Recruitment
Attorneys were recruited to participate, representing two of the Wolters Kluwer personas
In addition, participants met the following specifications:
» Mix of gender and age
» Mix of roles and titles
» Mix of firm size and specialty
» All Securities content researchers
Page 38
Bruno – Career Builder
Ernie – Experienced Leader
#UXPABos15#b2bUX
Detail of the Process
2:1 Sessions with participants from each persona segment
• Researcher, Subject Matter Expert (SME) & Participant in a room
• SME is typically a former professional, sometimes a Product Manager
SME Researcher
Attorney
SME
ResearcherAttorney
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Role of the SME
• Bring deep domain knowledge into the room
• Identify Nuance and Detail
• Act as Translator
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Part 2
Beginning Closing
NDA Due DiligenceDraft
Purchase Agreement
Drafting Anciliary
ClosingCoordinate with Special
CouncilKick Off
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Part 3
Beginning Closing
NDA Due DiligenceDraft
Purchase Agreement
Drafting Anciliary
ClosingCoordinate with Special
CouncilKick Off
Background of Research
Disclosure Schedule
LogisticsTransaction Agreement
Coordinating Council
Tax Documents
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360 ° view across all personas for complex workflow identifying needs
• Generate richer data through expert iteration• Layering of workflows to develop “superflow”
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Content Creation
Workflow Mapping
Stakeholder Workshop
Organizational Change
Rich Findings
Drive Consensus
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Detail of the Process
Workshop to analyze & interpret research findings
• Stakeholders
• Subject Matter Experts
Review data & engage in collaborative workshopping exercises
• Individual, paired & group exercises
• Divergent / Convergent Thinking
#UXPABos15#b2bUX
Wrap Up
These approaches deliver value by providing:• Rich customer data
• Understanding an entire user ecosystem
• Exploration of white space
• Validation of product concepts
• Stakeholder alignment
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Some Concepts We Discussed
Divergent / Convergent Thinking
Subject Matter Expert/Stakeholder Engagement
Collaborative Research Teams
Rich Data Collection Through Expert Iteration
#UXPABos15#b2bUX
Thank you!
Pete Wasserman
DirectorResearch & Consulting, B2B [email protected]
212.924.1600 x-181
Alfred Kahn
Director
Customer [email protected]
212.771.0720
@pete_wasserman@sachsinsights
Special Thanks to Tammy Sachs & Geoff ParsonsArt by Lisa Vissichelli