[usertesting webinar] design thinking & design research at credit karma
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Design Thinking & Design Research at Credit Karma
#UTwebinar @UserTesting
Yasmine Khan
Senior Design Researcher, Credit Karma
UserTesting’s on demand customer insights platform enables companies to create powerful products and exceptional customer experiences.
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We Partner With Thousands Of Customers
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DESKTOP SMARTPHONETABLET
WEBSITES APPS&PROGRAMS
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SURVEYS PHYSICALPRODUCTS
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8
Yasmine Khan Senior Design Researcher, Credit Karma
Yasmine Khan works as the Senior Design Researcher at Credit Karma. Prior to focusing on research, she worked as a UX Designer at Credit Karma, AutoDesk and Wells Fargo. At Credit Karma, Yasmine focuses on developing actionable empathy within the product development process through research insights and design thinking methods.
@yasmineakhan
#UTwebinar
User Testing Webinar Design Research at Credit Karma
Yasmine Khan, UX Research & Design
FinTech User Research at Credit Karma
Overview
When & Why we do UX Research
Examples of impact
How we share & react to research: Design Thinking
QUANT vs QUAL
Quant data is a flag that tells us what’s happening
Qual UX Research tells us why it may be happening.
We use quant flags to narrow in on people and topics.
USERS WANT IT
IT’S BIZ VIABLE
IT’S ENG FEASIBLE
USEFUL? USABLE?
DESIRABLE?
We observe user needs..
.. in order to create balance
IMPACT
Before Design Research
Strong business point of view Fuzzy user point of view
Before Design Research
Our shorthand can be full of jargon. It’s not always clear - or we don’t always agree - on how everyday people would describe or frame ideas.
Before Design Research
We had a lot of feature ideas, but we aren’t sure how much everyday people would value and prioritize them. Understanding why something is valuable helps design too.
Sometimes, we learn something that changes our perspective on priorities.
We knew buying a new car could be a hassle, we didn’t realize the gravity of the situation. Every single person we spoke with had car dealer H O R R O R stories.
Potential Features - Before Research
Auto financing
Insu
ranc
e sh
oppi
ng
coun
selin
g
Jargon jargon jargon
End of lease assessment
Background shopping
Monetization strategy
jargon
Vague notions
Reports driving insights
New features
Potential Features - After Research
Feature 2 “Help me understand x”
Feature 1 “How the user frames it”
Feature 3 “What users care about”
Feature 4 “Framing from users”
TYPES OF USER RESEARCH
Product Design has 4 important areas “Discovery” (aka Research) happens continually
1 DISCOVERY
2 IDEATION (design)
3 PRODUCTION (building)
4 ITERATION (re-design)
Foundational Studies identify “the right idea”
Iteration Tests “Did we get the idea right?”
Make sure we’re climbing the right hill.
Identify the Right Idea
Then Get the Idea Right
What do people value? How much? Why? Are we answering questions members actually have? Are we solving for important UX issues?
See if we accomplished our goal.
Are we repeating missteps or making new ones? Hopefully, we’re making new missteps with every iteration.
research approaches
Inductive (open ended studies
like the auto one I just shared)
Identify our biases, blind spots, and opportunities
Make a deeper emotional connection
with motives.
Usually an interview that informs at the Foundational phase.
Deductive (top down tests)
Understand if the design works as intended - why or why not?
Find out if A works better than B for
users, and why.
Usually an unmoderated test or interview during the iteration process
vs
Depending on the depth we want to get to, there are different methods available to us
ETHNOGRAPHIC INTERVIEWS We visit the users in their homes
around the country.
REMOTE INTERVIEWS We do a video call with screen
share with users.
UNMODERATED REMOTE Users from a panel get a link to a website and some prompts to follow through on.
When they’re done, we get a video.
EXAMPLES
Basic 3: Act Like an Assistant
LEARN > TRY > MEASURE IMPACT
Based on watching people shop for credit cards, I developed 3 basic principles for our offers.
1 Provide Context
Telling me why a product is good for me, personally, helps me understand its value.
“Since you ___ we recommend ___”
When applicable, show me the tradeline info to underscore this message.
*Pretty much required for anything discovery piece (i.e. not on a shop page)
2 Promote
Comparison
Easy to scan apples to apples comparison helps me feel confident in my choice.
Visually align all terms to compare. For each vertical, and user type, research and test the items that need to be compared at a glance.
3 Set
Expectations
Explain unfamiliar processes and provide definitions
“You’ll get a call with final rates if you’re approved”
“APR Means…”
--
S.L.A.P. & K.I.S.S.
Say it like a person
Keep it simple silly
When we applied the “BASIC 3” we saw a significant site wide revenue lift
Before
BEFORE “BASIC 3”
AFTER
My Recs
TACTICAL INSIGHTS
Score Simulator is exciting, but hard to find
But they confused the sample statement for the simulation.
Only 1 of 14 actually identified and clicked this second CTA to open the score simulation tool.
12 of 14 were excited to use the simulator to calculate how paying their card would impact their score. .
GATHERING INSIGHTS SHARING INSIGHTS
Spoonfeeding insights.
Sharing insights is like teaching and I was doing some old school teaching.
Brains are not empty vessels to be filled.
At best, overwhelming. At worst, boring.
(Big ups to Jerome Bruner & Howard Gardner for laying the ground for Constructivism in schools, btw.)
Constructivist Education Theory Responding to curiosity and actively facilitating
discussion + critique + exploration
Frame Opportunities
Define the Challenge
Brainstorm Ideas
Try Experiments
INSPIRE Challenge
IDEATE Challenge
IMPLEMENT Challenge
• User Centered
• Separate observations from inferences • How might we.. • Sketch • Test hypotheses
Observe People
Form Insights
Define the Challenge: Build user confidence in our suggestions
Brainstorm Ideas sketches
Try Experiments Usability tests
Watch UT clips together
Write HMW’s together
Observe People Users SAY they feel like these are ads.
Form Insights People are weary of spam but grateful for informed suggestions
Frame Opportunities How might we do a better job of demonstrating that our suggestions are informed by data?
Write insights together
Sketch together
WORKSHOP
1 OBSERVE watch clips together
• As we watch, I ask people to take notes of anything noteworthy.
• An observation is something people SAY or DO, not an inference.
• Then, we break up into groups and make 1 post it
for each observation.
• Last, we do “Zen” or “Dot” voting on the most important observations to narrow in on.
2 FORM INSIGHTS collaboratively
A good insight is: • Authentic • Not obvious • Revealing
For example.. When people go to the car dealer, they feel powerless. The dealer has all the information and the power.
3 FRAME OPPORTUNITIES collaboratively
Write “How Might We..” For example..
How might we build users’ confidence when they are looking for a credit card.
4 BRAINSTORM collaboratively
• 1 - 2 min brain dump. No one will see this • 5 - 7 min quick sketch • 5 - 7 min refine your sketch. • Followed by silent “zen voting” aka ”dot voting”
and discussing why we voted for something. Rules of engagement:
It’s not a competition. The challenge is to build on each other’s ideas, not correct them.
Share ownership of synthesis + take-aways
Collaborative journey mapping creates shared understanding of complex experiences.
Thank you J
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