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UX Research for Lean Teams

Jessica Jones • Director of Conversion and UX • Winbound

Jane Boutelle • CMO and Co-Founder • Digsite

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Welcome!

I’m Jane Boutelle.

I’m the CMO and co-founder of Digsite.

I’m a long-time product manager, so UX is close to my heart.

And I’m a Post-it fan.

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Hello, WorldA little about me:

I love UX, just like you.

I’m Director of Conversion and User Experience at Winbound.

I’ve always been part of a small UX team.

I unabashedly take selfies.

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When you’re the “I” in team...- Manage expectations- Prioritize your research- Maximize your minimal

resources

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What do you want to know?

...What don’t you know?

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Choose your method(s) carefully- Know when to use what method- Use qualitative research to understand

the whys (the macro view)- Use quantitative research to confirm

and track (the micro view)

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Source: http://www.nngroup.com/articles/which-ux-research-methods/

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Source: http://www.nngroup.com/articles/which-ux-research-methods/

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Qualitative ’s quantitative- Use both to advocate for the user- Qualitative will debunk opinions- Quantitative will provide hard numbers- Qualitative can help confirm quantitative,

and vice versa- How you integrate depends on tools, access

to audience, goals

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Choose your tool(s) carefullyA few online options…

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Who is going to do what?Spread the UX love!

Take time to educate and create allies, and collaborate and touch base regularly.

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Who will research?

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Who will design?

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Who will test?

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Who will develop?

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"I am continually impressed by how much people will share in Digsite communities. And they’re very honest opinions.”

User ExperienceCase Study 1

Annemarie BanasDecision Point

THE CHALLENGE:Develop a new website with enhanced user experience based on feedback collected from current and potential customers.THE METHOD: One Week Digsite Project

• Digsite community was unbranded and included 18 participants.

• Used the Whiteboard feature to present a mockup of the current website design & collect real-time feedback based on tasks.

• Developed activities to gain insights into how consumers felt about their experiences in the rental market.

THE RESULTS:• How to make online property images more trustworthy to

customers.• Learned that referrals, references and online reviews

were incredibly important to customers.• Understanding of how to differentiate from competition.

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User Experience Case Study 2

Online retailer: website feedback

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Approach• 10 customers in community• Asked them to shop the website• Participants provided feedback

Finding items Using catalog Making purchases

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Tools for UXDiscussions- Feedback on pages,

concepts- Images & video

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Tools for UXWhiteboards- Quick read- Capture comments- Determine areas to

probe

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Tools for UXSurveys- Use for feedback or

probing- Open or closed-

ended questions- Shared or private

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Results

Immediate Feedback

Actionable Input

Cost Savings

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Finding audiences- Social media followers- Social media advertising- Remote testing tools- Recruitment services- Industry associations or partners

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Engagement is everything- Incentive, incentive, incentive (be creative)- Involvement from the start- Balanced, careful encouragement

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Build on others’ (& your own) work- Again, get your stakeholders more involved

(Example: Google Design Sprint)- Get data on universal experiences

(Great resources: Change Sciences, Nielsen Norman)

- Maintain relationships with your participants

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Thanks so much!Questions?

Contact Jessjessica.jones@winbound.com

Contact Janejane@digsite.com