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Get it right the first time
How research can speed up your roadmaps and
save you budget.
Advocates
Sponsors
In Kind
Supporters
Hello!
I’m AJ Davis, a user advocate
and product leader.
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
Expectations
*Reality
“ I get very uncomfortable when
someone makes a design decision
without customer contact.
– Dan Ritzenthaler
Senior Product Designer at HubSpot
User Research
User research focuses on understanding user behaviors, needs,
and motivations through observation techniques, task analysis,
and other feedback methodologies.
Source: Usability.gov
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
Save Money. Spend less development time going the wrong direction
and avoid annoying or scaring off customers.
Why prioritize research
make the case
1
Higher ROI. Doing research in the early-stage of product dev will have
a higher return on investment
2
Focus. Objectivity and measurement inform ruthless prioritization.3
Inspiration. Findings can inspire new directions and new audiences4
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
Research methods
increase speed and lower costs
“What”
Understand what your
customers are doing today
and what problems you
can help solve.
▪ Interviews
▪ Observation
“How”
Assess the ways that
customers interact and
feel about the product.
▪ Surveys
▪ Interviews
“Why”
Evaluate why customers
respond the way they do to
the product experience.
▪ Remote usability
research
▪ Unmoderated usability
research
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
▪ Get your whole team involved
▪ Recruit from outside your friends and
family circle
Act on some insights other than your own.
Research tools
increase speed and lower costs
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
▪ Leading questions
▪ Revealing that you are personally invested in the
product
▪ Using the wrong methods to learn
▪ Collecting data you can’t use
Research mistakes
avoiding common missteps
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
Exercise
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
What three questions would you ask your users? Future users?
Q&A
aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
Advocates
Sponsors
In Kind
Supporters

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Get it right the first time - AJ Davis - Product Camp Austin 2018

  • 1. Get it right the first time How research can speed up your roadmaps and save you budget.
  • 3. Hello! I’m AJ Davis, a user advocate and product leader. aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
  • 6. “ I get very uncomfortable when someone makes a design decision without customer contact. – Dan Ritzenthaler Senior Product Designer at HubSpot
  • 7. User Research User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. Source: Usability.gov aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
  • 8. Save Money. Spend less development time going the wrong direction and avoid annoying or scaring off customers. Why prioritize research make the case 1 Higher ROI. Doing research in the early-stage of product dev will have a higher return on investment 2 Focus. Objectivity and measurement inform ruthless prioritization.3 Inspiration. Findings can inspire new directions and new audiences4 aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
  • 9. Research methods increase speed and lower costs “What” Understand what your customers are doing today and what problems you can help solve. ▪ Interviews ▪ Observation “How” Assess the ways that customers interact and feel about the product. ▪ Surveys ▪ Interviews “Why” Evaluate why customers respond the way they do to the product experience. ▪ Remote usability research ▪ Unmoderated usability research aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
  • 10. ▪ Get your whole team involved ▪ Recruit from outside your friends and family circle Act on some insights other than your own. Research tools increase speed and lower costs aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
  • 11. ▪ Leading questions ▪ Revealing that you are personally invested in the product ▪ Using the wrong methods to learn ▪ Collecting data you can’t use Research mistakes avoiding common missteps aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn
  • 12. Exercise aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn What three questions would you ask your users? Future users?
  • 13. Q&A aj@metricrux.com | @AJDavis_ | AJ Davis on LinkedIn