Understanding your users - how to get meaningful insights
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Pretty much all UX teams insist they focus on the customer. Yet in reality research may be superficial. Design decisions often fail to consider the impact on customers. This talk is about how to avoid some common pitfalls that lead to superficial outcomes and how to avoid them.
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Understanding your users - how to get meaningful insights
- 1. Understanding Your Users: How to Get Meaningful Insights Liz Lesemann Lead Customer Researcher,MRPORTER.COM UX Crunch London May 2016
- 3. Jennifer Kilian,McKinsey Pretty much all companies insist they focus on the customer. Yet reality often belies that assertion. Pretty much all companies insist they focus on the customer. Yet reality often belies that assertion. Budgets and key performance indicators often are not aligned with performance on customer metrics. Budgets and key performance indicators often are not aligned with performance on customer metrics. Research may be superficial.
- 4. Jennifer Kilian,McKinsey Pretty much all companies insist they focus on the customer. Yet reality often belies that assertion. Budgets and key performance indicators often are not aligned with performance on customer metrics. Research may be superficial. Business decisions made at the executive level often fail to consider the impact on customers.
- 5. Common pitfalls of getting meaningful insights
- 6. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
- 7. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
- 8. VODAFONE birth of mobile payments People use products in ways that serve them, which can be extremely different from its intended use. (famous example:M-PESA) National Archives, Nairobi city center (Photo Credit: Katrina Shakarian)
- 9. 2. Concept 3. Construction 1. Insight & Ideation Interaction design Visual design Prototyping Design principles User journeys Information architecture Design concept Prototype Evolution Maintenance 4. In Market
- 10. 2. Concept 3. Construction 1. Insight & Ideation 4. In Market Key metrics User testing “We have done user research”“We already know what needs to be done”
- 11. 2. Concept 3. Construction 1. Insight & Ideation User testing Friendly user test / beta testing Co-creation User testing of early designs Validating the value proposition Key metrics Satisfaction & engagement Evaluation of UX Voice of the Customer 4. In Market Ethnographic research Market research Secondary research Trends
- 12. How can we truly innovate and improve the user experience?
- 13. Carry out research early Focus on understanding the problem; then look into solutions
- 14. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
- 15. If I had asked people what they wanted, they would have said faster horses. Photo Credit: Harry Shipler, 1910
- 16. To design is much more than to simply assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. Paul Rand
- 17. Question every insight before building it into something Use foresight, creativity and fresh thinking
- 18. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
- 19. The fewer people you talk to, the more important it is that your are talking to a heterogeneous group.
- 20. Inflation of research More testing isn’t always better • Un-moderated testing means limited depth • Not defining user profiles well means limited validity of insights
- 21. Identify who your users are Make sure to include different user types (Personas) in research
- 22. 1. Focusing too early on the solution; research done too late, or not at all 2. Doing what users want without thorough questioning 3. Not involving the right Personas in research 4. Not involving the business team in research Common pitfalls
- 23. Get your teams more involved in user research.
- 24. Conduct the research that is most interesting for your business team.
- 25. According to Boston Consulting Group, Insight teams are concerned about a lack of senior management in the research process; and https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_consumers_voice/ Line managers often expressed disappointment with the results on consumer insight.
- 26. Engage senior management in research Make sure your outcomes answer: ‘So what?’
- 27. Summary
- 28. Carry out research early Focus on understanding the problem; then look into solutions Question every insight before building it into something Use foresight, creativity and fresh thinking Identify who your users are Make sure to include different user types (Personas) in research Engage senior management in research Make sure your outcomes answer: ‘So what?’ 1. 2. 3. 4.
- 29. Any questions?
- 30. thanks!