Andrea Moed's presentation at UX STRAT 2013

1. e Empathy Cycle
Customer Insight Gets Rhythm
Andrea Moed
UX Research Lead
andrea@inflection.com

2. Learn
Design
Develop
Test
Release
Plan

3. When product development is iterative,
UX research needs to be, too!
plan
design
buildrelease
measure
repeat repeat...
Agile/iterative process:

4. Internet startup
providing access
to “people information”
Agile development
teams
Culture of constant,
incremental
improvement
Case study:
Introducing UX research at Inflection

5. Research at this
company should...
Seize the moment when insights can
make the biggest difference
Support decision-making every cycle
Feed the product roadmap
across cycles

6. TIME TO
CRASH
SOME MEETINGS

7. Sprint planning
Design ideation
Design review
Feature demoCheck in with
customer support
Analytics
review
Story time
release
When does the team...
Agree on requirements?
Explore proposed solutions?
Commit to a design?

8. Sprint planning
Design ideation
Design review
Feature demo
Check in with
customer support
Analytics
review
Story time
Decide (if & what)
Set expectations
Scope and plan
Share findings
Consolidate
learning
Revisit the
roadmap
Conduct
research
release
Cycle Example 1

9. Sprint planning
Design ideation
Design review
Feature demo
Story time
Decide (if & what)
Scope and plan
Look
ahead
Conduct
research
release
Cycle Example 2
Design review
Conduct
research
Share findings

10. focused research within sprints
makes room for broader questions across sprints

11. What does each team member
know about our customers?
What do they wish they knew?

12. Research should address both fast
and slow behaviors, and the motivations
and expectations behind them
How can I help the customer
accomplish her goal?
- Interaction Designer
Why did the customer do
this, not that?
- Marketer

13. During each sprint,
we observe and interpret
customer behaviors.
Across sprints, we learn motivations and expectations

14. Fills the gaps in customer
understanding
Builds a shared, yet changeable
vision of customers
Enables us to strategize from
empathy
Customers feel anticipated and
recognized
In an iterative world, UX research...

15. ank you.
Andrea Moed
UX Research Lead
andrea@inflection.com