[webinar] ux research for lean teams
TRANSCRIPT
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UX Research for Lean Teams
Jessica Jones • Director of Conversion and UX • Winbound
Jane Boutelle • CMO and Co-Founder • Digsite
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Welcome!
I’m Jane Boutelle.
I’m the CMO and co-founder of Digsite.
I’m a long-time product manager, so UX is close to my heart.
And I’m a Post-it fan.
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Hello, WorldA little about me:
I love UX, just like you.
I’m Director of Conversion and User Experience at Winbound.
I’ve always been part of a small UX team.
I unabashedly take selfies.
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When you’re the “I” in team...- Manage expectations- Prioritize your research- Maximize your minimal
resources
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What do you want to know?
...What don’t you know?
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Choose your method(s) carefully- Know when to use what method- Use qualitative research to understand
the whys (the macro view)- Use quantitative research to confirm
and track (the micro view)
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Source: http://www.nngroup.com/articles/which-ux-research-methods/
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Source: http://www.nngroup.com/articles/which-ux-research-methods/
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Qualitative ’s quantitative- Use both to advocate for the user- Qualitative will debunk opinions- Quantitative will provide hard numbers- Qualitative can help confirm quantitative,
and vice versa- How you integrate depends on tools, access
to audience, goals
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Choose your tool(s) carefullyA few online options…
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Who is going to do what?Spread the UX love!
Take time to educate and create allies, and collaborate and touch base regularly.
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Who will research?
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Who will design?
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Who will test?
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Who will develop?
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"I am continually impressed by how much people will share in Digsite communities. And they’re very honest opinions.”
User ExperienceCase Study 1
Annemarie BanasDecision Point
THE CHALLENGE:Develop a new website with enhanced user experience based on feedback collected from current and potential customers.THE METHOD: One Week Digsite Project
• Digsite community was unbranded and included 18 participants.
• Used the Whiteboard feature to present a mockup of the current website design & collect real-time feedback based on tasks.
• Developed activities to gain insights into how consumers felt about their experiences in the rental market.
THE RESULTS:• How to make online property images more trustworthy to
customers.• Learned that referrals, references and online reviews
were incredibly important to customers.• Understanding of how to differentiate from competition.
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User Experience Case Study 2
Online retailer: website feedback
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Approach• 10 customers in community• Asked them to shop the website• Participants provided feedback
Finding items Using catalog Making purchases
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Tools for UXDiscussions- Feedback on pages,
concepts- Images & video
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Tools for UXWhiteboards- Quick read- Capture comments- Determine areas to
probe
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Tools for UXSurveys- Use for feedback or
probing- Open or closed-
ended questions- Shared or private
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Results
Immediate Feedback
Actionable Input
Cost Savings
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Finding audiences- Social media followers- Social media advertising- Remote testing tools- Recruitment services- Industry associations or partners
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Engagement is everything- Incentive, incentive, incentive (be creative)- Involvement from the start- Balanced, careful encouragement
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Build on others’ (& your own) work- Again, get your stakeholders more involved
(Example: Google Design Sprint)- Get data on universal experiences
(Great resources: Change Sciences, Nielsen Norman)
- Maintain relationships with your participants