Customer Centricity - It Starts With 1-1 User Research
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In this talk, PRWD CEO Paul Rouke shares why speaking to 10 customers 1-1 in user research is the start of becoming a customer-centric organisation. The talk explains why 1-1 user research uncovers the truth, why 1-1 user research uncovers game-changing business ideas, and how video clips from user research can change decision-makers mindsets.
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Customer Centricity - It Starts With 1-1 User Research
- 1. #3XEDigital Start Walking the Walk Towards Customer-Centricity Paul Rouke, Founder & CEO
- 2. #3XEDigital
- 3. 1-1 User Research… 1. Helps us identify the “Why?” behind our A/B test hypotheses 2. Provides game-changing business insights 3. Delivers video clips which can change company mindsets #3XEDigital
- 4. RESEARCH EXECUTION USER RESEARCH D A TA ANALYSIS HEURISTICEVALUATION TECHNICAL AU D IT BUSINESSINSIGHTPSYCHOLOGY CO PY & PERSUASION DESIGN&USEREXPERIENCE DATA SCIEN CE PERSONALISATION The Four Pillars of the CRO Maturity Model 1.0 STRATEGY & CULTURE 2.0 TOOLS & TECHNOLOGY 3.0 PEOPLE & SKILLS 4.0 PROCESS & METHODOLOGY bit.ly/CROMaturityModel #3XEDigital
- 5. RESEARCH EXECUTION USER RESEARCH D A TA ANALYSIS HEURISTICEVALUATION TECHNICAL AU D IT BUSINESSINSIGHTPSYCHOLOGY CO PY & PERSUASION DESIGN&USEREXPERIENCE DATA SCIEN CE PERSONALISATION The Four Pillars of the CRO Maturity Model 1.0 STRATEGY & CULTURE bit.ly/CROMaturityModel 1.01 Core Business Strategy 1.02 Business Mindset 1.03 Senior, Influential Champion 1.04 Continuous Learning 1.05 Product-Led versus Customer-Led #3XEDigital
- 6. Working in CRO and UX, the most valuable thing we can all do is help change company mindset Product Led Mindset Customer Led Mindset #3XEDigital
- 7. What we get told… “There is no budget left to do user research” “We don’t have enough time to do user research” “We won’t learn anything we don’t know already” Photo by Gabriel Matula on Unsplash #3XEDigital
- 8. 0 1 2 3 4 5 6 7 8 9 10 1. “We don’t have enough time” 2. “We don’t enough budget” 3. “We won’t learn anything new” 4. “We already have session recordings” 5. “We already have heat-maps” The Top 5 Reasons Companies Don’t Do Research Frequency we hear this at PRWD #3XEDigital
- 9. #3XEDigital
- 10. The truth about 1-1 research… 1. It doesn’t need to be expensive 2. It doesn’t need to take too much time 3. It is available & valuable for every single company #3XEDigital
- 11. We can uncover game-changing business insights, just by talking to 10 customers 1-1 #3XEDigital
- 12. 1. Why 1-1 user research uncovers the truth 2. How 1-1 user research uncovers game-changing ideas 3. How to do 1-1 user research quickly & cost effectively #3XEDigital
- 13. 1. Why 1-1 user research uncovers the truth #3XEDigital
- 14. The 5 Steps for 1-1 User Research 1 – recruitment 2 – pre-session questions 3 – scenarios 4 – post session questions 5 – post research analysis & videos #3XEDigital
- 15. 1-1 Research – The 1st 5 Minutes #3XEDigital Build Rapport Be Human Show Empathy Actively Listen Build Trust “There are no right or wrong answers, only your personal thoughts and suggestions”
- 18. #3XEDigital
- 19. #3XEDigital
- 20. #3XEDigital “I did not expect that, I just thought it was about their drink.” Research Participant, Manchester, October 2018
- 21. “How many people did you speak to, 12?” #3XEDigital “How many followers do we have on Facebook, over 45 million?”
- 22. #3XEDigital
- 23. 45minutes later having a watched 1-1 videos: “What do you think we should do? #3XEDigital I mean, as Red Bull. What do you recommend next?”
- 24. Use the power of user research video clips to change decision makers mindsets #3XEDigital 1-1 User Research Uncovers The Truth
- 25. 2. How 1-1 user research uncovers game-changing ideas #3XEDigital
- 26. #3XEDigital
- 27. 1-1 Research – Moderators Role #3XEDigital Ask Open Questions Ask For Their Ideas Maintain Interest Remain Impartial Listen 95% of the time. Know that silences can often be followed by moments of ingenuity Probe Deeper
- 28. “It would be great if you could share what you have created with other people online” #3XEDigital Andrew, 26 Existing Gamer 12 years playing
- 33. #3XEDigital
- 34. 2% traffic from social media channels Jan 2016 #3XEDigital over 50% traffic from social media channels Jan 2019
- 35. #3XEDigital “We have completely transformed the perception of Games Workshop online.” Jim, Games Workshop
- 36. Ask your customers to share their ideas. They could be absolutely ingenious. #3XEDigital 1-1 User Research Uncovers Game Changing Ideas
- 37. 3. How to do 1-1 research quickly & cost effectively ü 1-1 moderated research plus remote moderated research ü Research on desktop & mobile ü Live streaming for stakeholders ü Create & share highlight clips ü €105 per month #3XEDigital