Growing organizational research capacity requires both bottom-up and top-down changes that can be daunting to tackle. Hana Nagel will examine the challenge of scaling research ops through the lens of social change theory, showing how service design and systems thinking can be used to create a strategy to increase research’s impact on product. By building collaboration, connection and community, you can bring enough people together to turn research ripples into waves.

1. TURNING
RESEARCH
RIPPLES INTO
WAVES
Web à Québec 2019 • #WAQ19
Hana Nagel • @miss_hanie

2. IMPACTING
SYSTEMS CHANGE
user
research
service
design
system
thinking

3. CHANGE
ON THE
FRINGE

4. RAVE AS
REVOLUTION
collaborative
collective
consciousness

5. COEXISTING
WITHIN
DIVISION

6. JAZAR
KREW

7. BEYOND
SYSTEMIC
BARRIERS

8. Image credit:
Aurelia Mazoyer

9. Social change is…
a significant change over time
in behavior and norms

10. Systems change is…
new patterns of interaction that
alter the system structure

11. SYSTEMS CHANGE IS A
WICKED PROBLEM
No ultimate
solution
No right
solution

12. SYSTEMS CHANGE IS A
WICKED PROBLEM
Many problem
roots
Many stakeholder
priorities

13. Theory of change is…
an outcomes framework to plan
and evaluate social change

14. Activity
Event
Outcome
Event
Activity
Activity
Activity

15. Image credit:
Catherine Howe

16. Social impact is…
a significant positive change
to a pressing social challenge

17. CHALLENGE
How can we increase
the scale, scope and
speed of UX research?

18. User research:
- Frame the question
- Discover through data
- Refine through synthesis
Step 1

19. Refine
• Personas
• SWOT analysis
Frame
• Journey maps
• User stories
Discover
• Surveys
• Interviews

20. IMPACTING
SYSTEMS CHANGE
user
research
service
design
system
thinking
outcome

21. OUTCOME
How can we increase
the scale, scope and speed
of UX research consumption?

22. Systems thinking:
- Find soft spots
- Map cause and effects
Step 2

23. FIND SOFT
SPOTS
╺ Flag situations with
low return

24. MAP CAUSE
AND EFFECT
╺ Open up black boxes

25. IMPACTING
SYSTEMS CHANGE
user
research
service
design
system
thinking
outcome events

26. INTERMEDIATE
EVENTS
Expose
UXR process
Engage
UXR activities
Experience
UXR value

27. Service design:
- Focus on primary actors
- Design, test, refine interventions
Step 3

28. SCALING
POSITIVE
DEVIANCE

29. RITUAL LAB
╺ Actions
╺ Rituals
╺ Values
Source:
Rana Chakrabarti & Kursat Ozenc

30. Values
• User interviews
→ Archetype

31. Values
• User interviews
→ Archetype
Rituals
• Service design
→ Trigger

32. Actions
• Confidence
→ UXR activities
Values
• User interviews
→ Archetype
Rituals
• Service design
→ Trigger

33. ╺ Have empathy for user values
╺ Practice makes perfect
GRASSROOTS
CHANGE

34. TOP-DOWN
ALIGNMENT
╺ Get buy-in
How can we maximize our
development resources to deliver
the best user experience?

35. IMPACTING
SYSTEMS CHANGE
user
research
service
design
system
thinking
outcome events activities

36. EXPOSE
To UX research process
╺ UXR newsletter
╺ UXR internal website

37. EXPERIENCE
UX research value
╺ UXR Slack workspace
╺ UXR ask-me-anything webinars

38. In UX research activities
╺ Lunch-and-learn workshops
╺ UXR “hub” model
ENGAGE

39. Things
fall apart

40. SUSTAINABLE
STRATEGIES FOR
SCALE
╺ Build a coalition
╺ Act local, think global
╺ Give others ownership

41. The future
is FUBU

42. an imaginary and indefinitely remote place
an impractical scheme for social improvement
UTOPIA

43. “
The most optimistic people are
realists who keep believing
in the face of frustration.
– Dylan Wilbanks

44. Design is change

45. Design the change
you want to see in the world.

46. THANK YOU
Web à Québec 2019 • #WAQ19
Hana Nagel • @miss_hanie