ux poland 2016 - dominika mazur - keep ux real: how to empower and inspire with ux research
TRANSCRIPT
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)
@domi_mazur #UXPoland2016
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
@domi_mazur #UXPoland2016
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