Download - Going Rogue: Rethinking UX Research
Going Rogue: Rethinking UX Researchwith Jessica Bates
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2016 goals
1. Provide more UX resources to UX professionals.
2. Improve brand consistency.
3. Improve “International” UXPA.
User Experience Professionals Association (UXPA)
Monthly webinarsUser Experience Magazine
The Journal of Usability Studies
Visit www.uxpa.org for more info about the conference, webinars, and
other UX resources!
Annual Conference in Toronto, CanadaJune 5 – 8, 2017
uxpa2017.org
Going Rogue: Rethinking UX ResearchJessica Bates, Director of ResearchJune 29, 2016
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Jessica BatesD i r e c t o r o f R e s e a r c h
BACKGROUND
Anthropology & Psychology
CAPABILITIES
User Experience, Market Research, Innovation
AREAS OF FOCUS
• Technology
• Digital Media
• Retail
• Luxury
• Finance
• Food & Beverage
• Healthcare
• Content Strategy
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UX[ U s e r E x p e r i e n c e ]
EXPERIENCE DESIGN
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S O L VE P R O B L E M S
R E M OVE F R I C T I O N
S U R P R I S E &D E L I G H T
[ # U X G O A L S ]
A Great Experience Should…
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THE USER
GUEST
CLIENT PATIENT
CUSTOMER CONSUMER
STUDENT
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S T A K E H O L D E R S
I N T H E T E C H
W O R L D
A N Y O N E W H O
P R O V I D E S T H E I R
U S E R , C U S T O M E R ,
O R C L I E N T W I T H
A N E X P E R I E N C E
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EMPLOYEEEX PERIEN C E
US EREX PERIEN C E
C US T OMEREX PERIEN C E
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How do you generate
insights that help you make
user-centric decisions?
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RESEARCH
e n g i n e e r i n gh u m a n f a c t o r s
UX[ U s e r E x p e r i e n c e ]
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D I S C O V E R
S O M E T H I N G
N E W
V A L I D A T E
S O M E T H I N G
I M P O R T A N T
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H u m a n .
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A v o i d d e s i g n i n g f o r…• Y o u r s e l f
• T h e I m a g i n e d U s e r
• T h e D e m o g r a p h i c
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U N D E R S T A N D
C U S T O M E R
N E E D S
D E S I G N
W I T H
I N S I G H T
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EXPERIMENTAL RESEARCH
USER RESEARCH
Isolated Variables
Controlled Environments
Incorporate Context
Account for Human Weirdness
S T A T I S T I C A LS I G N I F I C A N C E
D I R E C T I O N A LI N S I G H T S
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USER RESEARCH
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Why should we reconsider
our methods anyway?
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1.2.
D o e s a m e t h o d s t i l l m a k e s e n s e f o r w h a t w e w a n t t o l e a r n?
A r e w e s t u d y i n g t h e u s e r i n t h e m o s t a p p r o p r i a t e w a y ?
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EXAMPLE: FOCUS GROUPS
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EXAMPLE: FOCUS GROUPS
?
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GOING ROGUE: FRIENDSHIP GROUPS™
R e c r u i t b a s e d o n a r e l a t i o n s h i p
r e l e v a n t t o t h e r e s e a r c h q u e s t i o n
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GOING ROGUE: FRIENDSHIP GROUPS™
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M a i n Ta k e a w a y s+
S o c i a l C o n t e x t+
E x p r e s s e d N a r r a t i v e s
GOING ROGUE: FRIENDSHIP GROUPS™
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Ai d e d + U n - Ai d e d
G u i d e d D i s c u s s i o n + C o - c r e a t i o n
I n d i v i d i u a l + G r o u p A c t i v i t i e s
GOING ROGUE: FRIENDSHIP GROUPS™
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Never forget to pilot.
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EN VIRON MEN T A L
A S S ES S MEN T S
C OMPET IT IVE
T REN D S
UX BES T
PRA C T IC ES
PA RT IC IPA N T
OBS ERVA T ION
Fu t u re T re n d s
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I f I h a d a s k e d p e op l e w h a t th e y w a nte d , th e y w ou l d h a v e s a i d fa s te r h ors e s .” – HENRY FORD“
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GOING ROGUE: OPEN SOURCE
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GOING ROGUE: OPEN SOURCE
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GOING ROGUE: OPEN SOURCE
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When should you think
about going rogue?
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WHAT ARE YOU
TRYING TO SOLVE?
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WHO DO YOU WANT
TO TALK TO?
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HOW WILL YOU
COLLECT AND
ANALYZE DATA?
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WHO IS YOUR
AUDIENCE?
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Directional Insights
METHODS
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Thank you!
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WE’D LOVE TO HEAR FROM YOU!
W W W . M O T I V A T E D E S I G N . C O M
@ M O T I V A T E _ D E S I G N
J E S S I C A @ M O T I V A T E D E S I G N . C O M
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