Be more certain - a practical approach to scaling a research practice

•

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UXinsight

by Gregg Bernstein

Design

GREGG BERNSTEIN
@GREGGCORP
UXINSIGHT 2018
Certain
Be More
A PRACTICAL APPROACH TO RESEARCH PRACTICE

presentations, reports,
videos, posters,
RIDE-alongs, lunch-n-learns

business +
design +
hci +
psychology +
development +
engineering…

The job of user research
is to help us be more certain

The job of user research
belongs to everyone

…and work backwards
1.
Assume the data exists

ProductMarketing Finance OperationsSales Support
Customer
types
NPS
Geo-speciﬁc
efforts
Top
spenders
Payment
issues
Top regions
Growth areas
Common
issues
FAQ
Trending
issues
Common
requests
Analytics
reports
The Mighty Org Chart

Don’t assume the dots connect
2.
Diplomacy & deputies

4.
Small samples are
large opportunities

Information richness,
not number of participants
4.
Small samples are
large opportunities

6.
Research accumulates
compound interest

Thank you, Utrecht!
Read on at gregg.io and @greggcorp
Industry, Colt, & Termina typefaces by Fort Foundry
Certain
Be More
A PRACTICAL APPROACH TO RESEARCH PRACTICE

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Be more certain - a practical approach to scaling a research practice

1. GREGG BERNSTEIN @GREGGCORP UXINSIGHT 2018 Certain Be More A PRACTICAL APPROACH TO RESEARCH PRACTICE

5. Surveys, interviews, contextual inquiry, usability tests, competitive analysEs, NPS, brand equity tracking, support feedback analysis

6. presentations, reports, videos, posters, RIDE-alongs, lunch-n-learns

10.

11.

12.

13.

14. business + design + hci + psychology + development + engineering…

15. dogma + standardization

16. no gatekeepers No dogma

17.

18.

19.

20. no gatekeepers No dogma

21. The job of user research is to help us be more certain

22. The job of user research belongs to everyone

23. pragmatic research user research =

24. 1. Assume the data exists

25.

26.

27.

28.

29. 1. Assume the data exists

30.

31. …and work backwards 1. Assume the data exists

32. ProductMarketing Finance OperationsSales Support Customer types NPS Geo-speciﬁc efforts Top spenders Payment issues Top regions Growth areas Common issues FAQ Trending issues Common requests Analytics reports The Mighty Org Chart

33. …and work backwards 1. Assume the data exists

34. 2. Diplomacy & deputies

35. Don’t assume the dots connect 2. Diplomacy & deputies

36. 3. Some data is better than no data

37.

38. 3. Some data is better than no data

39. ProductMarketing Finance OperationsSales Support Customer types NPS Geo-speciﬁc efforts Top spenders Payment issues Top regions Growth areas Common issues FAQ Trending issues Common requests Analytics reports The Mighty Org Chart

40. 3. Some data is better than no data

41. counts googling as research

42.

43.

44.

45.

46. 4. Small samples are large opportunities

47. Information richness, not number of participants 4. Small samples are large opportunities

48. big stories small samples

49. small samples

50. small samples

51.

52. small samples 1.3%

53. small samples 98.7%

54. What have we done?!

55. small samples 1.3%

56.

57.

58. big stories small samples

59.

60.

61. >Five Zero

62. is better than One story no clue

63. 5. Stories travel faster than reports

64.

65.

66.

67. 6. Research accumulates compound interest

68. Surveys, interviews, contextual inquiry, usability tests, competitive analysEs, NPS, brand equity tracking, support feedback analysis

69.

70.

71.

72. The job of user research is to help us be more certain

73. Thank you, Utrecht! Read on at gregg.io and @greggcorp Industry, Colt, & Termina typefaces by Fort Foundry Certain Be More A PRACTICAL APPROACH TO RESEARCH PRACTICE

Be more certain - a practical approach to scaling a research practice

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