Reporting on how user researchers are working and how this may have changed over the last 5 years Presented at Collaborate Bristol on 12/11/14

1. USER RESEARCH:
FLREAONM FULL FAT TO
BEN BYWATER

2. INPUTS
10 INTERVIEWS
30 SURVEY RESPONDENTS
(me)
Agency-side
Client-side
75% had 10+
years
experience.
6 survey
respondents were
also interviewees.

3. FORCES AT PLAY
AGILE SQUEEZING TIME
MORE ‘IN HOUSE’ UX
MORE COLLABORATION
CONTINOUS DELIVERY
LEAN UX MINDSET
MORE MOBILE
NEW TECH & PACE OF CHANGE
MORE DATA

4. HOW WE’RE RESPONDING
BEING MORE PRAGMATIC
HUSTLING FOR THE BIG PICTURE
ADAPTING SERVICE OFFERINGS
USING MORE INP[UTS
MEASURING UX MORE
GETTING OUT OF THE LAB & MAKING SENSE OF THE DATA
SOCIALISING & MANAGING INSIGHTS BETTER

5. BEING MORE PRAGMATIC
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

6. BEING MORE PRAGMATIC
INSIGHT
RESOURCE
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

7. BEING MORE PRAGMATIC
THINKING
ABOUT
5
YEARS
AGO,
IS
THERE
MORE,
LESS
OR
THE
SAME
AMOUNT
OF
TIME
TO
DO
THE
RESEARCH?
MORE
LESS
SAME
0%
50%
100%
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

8. BEING MORE PRAGMATIC
THINKING
ABOUT
THE
LAST
5
YEARS,
ARE
YOU
HAVING
MORE,
LESS
OR
THE
SAME
AMOUNT
OF
INFLUENCE
ON
THE
FINAL
PRODUCT
OR
SERVICE?
MORE
LESS
SAME
0%
50%
100%
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

9. BEING MORE PRAGMATIC
I
FIND
MYSELF
PUSHING
PEOPLE
TO
BE
A
BIT
LESS
IDEALISTIC
AND
A
BIT
MORE
PRAGMATIC
ABOUT
WHAT
THEIR
TIME
IS
BEST
SPENT
ON.
RESEARCH
MANAGER,
CLIENT-­‐SIDE
“
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

10. BEING MORE PRAGMATIC
THE
LEAN
MOVEMENT
HAS
DRASTICALLY
CHANGED
ATTITUDES.
WE
ARE
ALL
MORE
‘TRY
AND
LEARN’
THAN
5
YEARS
AGO
WHEN
WE
WANTED
TO
LEARN,
THEN
CAREFULLY
LEARN.
THE
ADVENT
OF
THE
MVP
IS
CAUSING
US
TO
EVOLVE.
RESEARCH
MANAGER,
AGENCY-­‐SIDE
“
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

11. BEING MORE PRAGMATIC
LEAN
START-­‐UP
IS
THE
BANE
OF
MY
LIFE!
RESEARCH
MANAGER,
CLIENT-­‐SIDE
“
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

12. BEING MORE PRAGMATIC
BEST
PRAGMATIC
METHOD
AWARD:
USER
TESTING!
http://blog.mailchimp.com/remote-usability-testing-on-mobile-devices/

13. HUSTLING FOR THE BIG PICTURE
http://1hdwallpapers.com/wallpapers/big_city_view.jpg

14. HUSTLING FOR THE BIG PICTURE
THINKING
ABOUT
THE
LAST
5
YEARS,
ARE
YOU
DOING
MORE,
LESS
OR
THE
SAME
AMOUNT
OF
STRATEGIC
‘UP-­‐STREAM’
TYPE
RESEARCH?
MORE
LESS
SAME
0%
50%
100%
http://1hdwallpapers.com/wallpapers/big_city_view.jpg

15. HUSTLING FOR THE BIG PICTURE
CASE
STUDY:
A
REVOLT
http://1hdwallpapers.com/wallpapers/big_city_view.jpg

16. HUSTLING FOR THE BIG PICTURE
WE
REBELLED!
AND
IN
THE
END
THE
PRODUCT
OWNER
TOLD
THE
HEAD
OF
DIGITAL
“WE
JUST
CAN’T
DO
IT
LIKE
THAT.
IT
DOESN’T
WORK…
BASICALLY
F*@%
OFF
WITH
YOUR
THEORY”…
AND
HE’S
A
NICE
GUY
SO
HE
SAID
“DO
IT
HOW
YOU
WANT
IF
IT
WORKS
BETTER”.
SO
WE
DID
A
‘THIN
SLICE’...
TO
MAKE
SURE
THE
END
TO
END
WORKED
AND
NOW
WE
ARE
GOING
INTO
DEEP
DIVES.
USER
RESEARCHER,
CLIENT-­‐SIDE
“
http://1hdwallpapers.com/wallpapers/big_city_view.jpg

17. HUSTLING FOR THE BIG PICTURE
CASE
STUDY:
FIELD
STUDIO
http://1hdwallpapers.com/wallpapers/big_city_view.jpg

18. HUSTLING FOR THE BIG PICTURE
BEST
BIG
PICTURE
APPROACH
AWARD:
LEAN
SLICES
http://1hdwallpapers.com/wallpapers/big_city_view.jpg

19. ADAPTING SERVICE OFFERINGS
PIC BY TIM GEOGHEGAN

20. ADAPTING SERVICE OFFERINGS
AS
COMPANIES
HAVE
GOTTEN
SMARTER
ABOUT
DESIGN,
AND
RECOGNISED
IT’S
A
COMPETENCY
THEY
NEED
INTERNALLY,
THEY’VE
BECOME
LESS
COMFORTABLE
OUTSOURCING
IT.
“
PIC BY TIM GEOGHEGAN
PETER
MERLHOLZ,
ADAPTIVE
PATH
CO-­‐FOUNDER

21. ADAPTING SERVICE OFFERINGS
AS
COMPANIES
HAVE
GOTTEN
SMARTER
ABOUT
DESIGN,
AND
RECOGNISED
IT’S
A
COMPETENCY
THEY
NEED
INTERNALLY,
THEY’VE
BECOME
LESS
COMFORTABLE
OUTSOURCING
IT.
“
PIC BY TIM GEOGHEGAN
PETER
MERLHOLZ,
ADAPTIVE
PATH
CO-­‐FOUNDER
(IN
SILICON
VALLEY,
ANYWAY)

22. ADAPTING SERVICE OFFERINGS
CASE
STUDY:
COACHING
BY
AN
AGENCY
PIC BY TIM GEOGHEGAN

23. ADAPTING SERVICE OFFERINGS
I
CAN
LEAVE
[THE
CLIENT
TEAM]
TO
IRON
OUT
THE
INTERFACE
LEVEL
USABILITY
THINGS,
HAVING
GOT
THE
BIGGER
ISSUES
OUT
OF
THE
WAY...
USABILITY
IS
BEING
COMMODITISED.
“
PIC BY TIM GEOGHEGAN
USER
RESEARCH,
AGENCY-­‐SIDE

24. ADAPTING SERVICE OFFERINGS
BEST
ADAPTATION
AWARD:
COACHING
IN
HOUSE
UX
PIC BY TIM GEOGHEGAN

25. USING MORE INPUTS
http://conwaycustom.com.au/workshop/586/

26. USING MORE INPUTS
I
TEND
TO
HAVE
TO
CONSIDER
MORE
RESEARCH
SOURCES
PER
PROJECT
[THESE
DAYS].
FOR
EXAMPLE,
STATS,
ANALYTICS,
MARKET
RESEARCH
DATA
MINING,
UX
RESEARCH,
DESK
RESEARCH,
INTERVIEWS
WITH
OTHER
AGENCIES,
TEAMS
AND
SOURCES.
“
http://conwaycustom.com.au/workshop/586/
USER
RESEARCHER,
AGENCY-­‐SIDE

27. USING MORE INPUTS
THINKING
ABOUT
THE
LAST
5
YEARS,
ARE
YOU
DOING
MORE,
FEWER
OR
THE
SAME
NUMBER
OF
RESEARCH
METHODS
AND
INPUTS?
MORE
LESS
SAME
0%
50%
100%
http://conwaycustom.com.au/workshop/586/

28. USING MORE INPUTS
MY
PERCEPTION
IS
THAT
USER
RESEARCH
AND
CONSUMER
INSIGHT
OR
MARKET
RESEARCH
ARE
GOOD
AT
DIFFERENT
THINGS
AT
THE
MOMENT…
WHAT
I
AM
EXCITED
ABOUT
AT
THE
MOMENT
IS
THERE
IS
A
LOT
OF
STUFF
THAT
IS
CUTTING
EDGE
IN
CONSUMER
INSIGHT
THAT
I
AM
NOT
HEARING
ABOUT
IN
USER
RESEARCH
BUT
IS
ENTIRELY
APPLICABLE.
“
http://conwaycustom.com.au/workshop/586/
USER
RESEARCHER,
AGENCY-­‐SIDE

29. USING MORE INPUTS
CASE
STUDY:
CAMPFIRE
(LONG
TERM
COMMUNITIES)
http://conwaycustom.com.au/workshop/586/

30. USING MORE INPUTS
BEST
NEW
INPUT
AWARD:
LONG
TERM
COMMUNITIES
http://conwaycustom.com.au/workshop/586/

31. MEASURING UX MORE
http://www.prodality.com/measurement-the-key-to-startup-success/

32. MEASURING UX MORE
THE
MEASUREMENT
OF
UX
EFFECTIVENESS
WITH
ANALYTICS
IS
BIG
NOW.
“
USER
RESERCHER,
FREELANCE
http://www.prodality.com/measurement-the-key-to-startup-success/

33. MEASURING UX MORE
CASE
STUDY:
BOARD
ROOM
CATNIP
http://www.prodality.com/measurement-the-key-to-startup-success/

34. MEASURING UX MORE
IT
WAS
LIKE
TOTAL
CATNIP
TO
THEM
BECAUSE
…
IT
LET
US
JUMP
FROM
THE
BIG
PICTURE
OF
‘THIS
SERVICE
HAS
THIS
ONE
BIG
CHALLENGE’
TO
THE
MINUTE
DETAIL
OF
[HOW
WE
WERE
FIXING
IT].
“
USER
RESERCHER,
FREELANCE
http://www.prodality.com/measurement-the-key-to-startup-success/

35. GETTING OUT OF THE LAB &
MAKING SENSE OF THE DATA
http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg

36. GETTING OUT OF THE LAB &
MAKING SENSE OF THE DATA
IF
THE
COST
OF
EXTRACTING
OUTWEIGHS
THE
VALUE
OF
EXTRACTION
YOU’RE
NOT
GOING
TO
BOTHER.
I
PREDICT
A
DOUBLING
DOWN
OF
QUALITATIVE
AS
THE
MORE
HOLISTIC
APPROCH
THAT
GIVES
YOU
MOST
OF
WHAT
YOU
WANT
IN
A
WAY
THAT’S
ACTIONABLE…
IN
THE
SHORT
AND
MEDIUM
TERM
I
PREDICT
A
GOLDEN
AGE
OF
ETHNOGRAPHY.
“
HEAD
OF
RESEARCH,
AGENCY-­‐SIDE
http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg

37. GETTING OUT OF THE LAB &
MAKING SENSE OF THE DATA
CASE
STUDY:
MORE
DATA
=
MORE
ETHNO
http://www.travelization.net/wp-content/uploads/2012/07/elephant-going-trought-jungle-wallpapers-1366x768.jpg

38. SOCIALISING AND MANAGING
INSIGHTS BETTER
http://www.bowmast.com/case-study-craft-brewing/

39. SOCIALISING AND MANAGING
INSIGHTS BETTER
THE
CORE
RESEARCH
PRACTICES
ARE
EXACTLY
THE
SAME
[AS
THEY
WERE
5
YEARS
AGO].
IT’S
THE
ANCILLARY
STUFF
THAT
HAS
CHANGED…
THE
BIG
THING
IS
MAKING
IS
HAPPEN
IN
THE
TEAM
&
KEEPING
IT
USER-­‐CENTRED.
75%
OF
MY
JOB
IS
COMMUNICATION.
“
http://www.bowmast.com/case-study-craft-brewing/
HEAD
OF
RESEARCH,
CLIENT-­‐SIDE

40. SOCIALISING AND MANAGING
INSIGHTS BETTER
WHAT
TAKES
MOST
OF
YOUR
TIME
AND
ENERGY
WITH
USER
RESEARCH?
PLANNING
AND
CONDUCTING
THE
RESEARCH
COMMUNICATING
AND
SOCIALISING
THE
INSIGHTS
FROM
THE
RESEARCH
ELICITING
RESEARCH
NEEDS
FROM
CLIENTS
AND
STAKEHOLDERS
http://www.bowmast.com/case-study-craft-brewing/
5
YEARS
AGO
TODAY
0%
50%
100%

41. SOCIALISING AND MANAGING
INSIGHTS BETTER
THINKING
ABOUT
THE
LAST
5
YEARS,
ARE
YOU
GETTING
BETTER,
WORSE
OR
IS
THERE
NO
CHANGE
IN
‘MANAGING
INSIGHT’?
BETTER
WORSE
SAME
0%
50%
100%
http://www.bowmast.com/case-study-craft-brewing/

42. SOCIALISING AND MANAGING
INSIGHTS BETTER
THE
BEST
WAY
TO
MANAGE
INSIGHT
IS
TO
MAKE
SURE
THAT
LOTS
OF
PEOPLE
TAKE
PART
IN
THE
RESEARCH
SO
THAT
THEY
ALL
GET
IT
.
“
http://www.bowmast.com/case-study-craft-brewing/ 0%
HEAD
OF
RESEARCH,
CLIENT-­‐SIDE
50%
100%

43. SOCIALISING AND MANAGING
INSIGHTS BETTER
THE
BEST
REPORT
IS
NO
REPORT…
THE
BEST
RESEARCH
PROJECT
IS
NOT
HAVING
TO
DO
THE
RESEARCH
PROJECT.
“
http://www.bowmast.com/case-study-craft-brewing/ 0%
HEAD
OF
RESEARCH,
AGENCY-­‐SIDE
50%
100%

44. SOCIALISING AND MANAGING
INSIGHTS BETTER
BEST
‘INSIGHT
HOLDER’
(OTHER
THAN
PEOPLE):
VIDEO!
http://www.bowmast.com/case-study-craft-brewing/ 0%
50%
100%

45. THANKS
@JAMMINJARJAM