The Right Research Method For Any Problem (And Budget)

1. The Right Research Method for Any Problem USER RESEARCH FOR EVERYONE, ROSENFELD MEDIA OCTOBER 2016

2. When it comes to research, you have questions. How do I convince people research is important? How do I turn this research into better products? How do I make sure everybody understands the research? How can we do this faster and cheaper? How do I pick which research to do? How do I get more participants?

3. When it comes to research, you have questions. How do I convince people research is important? How do I turn this research into better products? How do I make sure everybody understands the research? How can we do this faster and cheaper? How do I pick which research to do? How do I get more participants?

4. Evidence to support decisions to make changes. WHAT DO WE MEAN BY RESEARCH?

5. CORPORATE STRATEGY MARKET RESEARCH CUSTOMER EXPERIENCE RESEARCH We often treat research as a departmental concern. USER RESEARCH

6. CORPORATE STRATEGY MARKET RESEARCH CUSTOMER EXPERIENCE RESEARCH We often treat research as a departmental concern. USER RESEARCH

7. Instead, we can think of research as a series of questions that build on each other.

8. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us?

9. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 2. What do people need?

10. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 2. What do people need? 3. What can we make that will help?

11. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 2. What do people need? 3. What can we make that will help? 4. Does our solution really work?

12. Instead, we can think of research as a series of questions that build on each other. 1. What is happening around us? 5. What is the impact? 2. What do people need? 3. What can we make that will help? 4. Does our solution really work?

13. 1. What is happening around us?

14. Intuit conducted a series of studies to understand how its customers’ world will change in the next 10 years.

15. Source: about.intuit.com/futureofsmallbusiness/ They identified trends that will shape customers’ needs and experiences…

16. Source: about.intuit.com/futureofsmallbusiness/ … And highlighted implications for how products and services will need to evolve to support people’s needs.

17. The goal here is to understand significant shifts that will soon impact your organization—or may already. Futures Research Macrotrend Analysis Demographic Research Mining Customer Data Comparative Benchmarking Signals and Trend Spotting RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous

18. 2. What do people need?

19. Philips shadows patients and healthcare professionals to understand how they do their jobs today. Source: alicehyde.com

20. Using observations from field research, the Philips team identifies key issues, which get captured as ‘issue cards.’ Source: Philips Design

21. Then the team maps out a framework to understand problems, paint points, emotional needs, and mindset of users as they move through their journey. Source: Philips Design

22. From there, the team begins to explore potential concepts and solutions. Source: Philips Design

23. Potential solutions are reviewed, refined, and vetted with stakeholders and team members in an opportunity workshop. Source: Philips Design

24. The goal here is to understand people’s needs, behaviors, mindsets, and motivations. Ethnographic Research Market Research Research Communities Diary Studies Extreme User Research Participatory Design Customer Interviews Customer Journey Mapping Bodystorming RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous

25. 3. What can we make that will help?

26. Source: Medium, ‘Designing Facebook Collage’ For its Collage feature, Facebook first observed user behaviors that suggested a need for a new feature.

27. Source: TheNextWeb.com Next, Facebook prototyped successive explorations, moving eventually into an MVP.

28. Source: Medium, ‘Designing Facebook Collage’ As a small initial beta, Facebook ‘dogfoods’ apps with its own employees.

29. Source: Medium, ‘Designing Facebook Collage’ Finally, they tested in a regional beta and then released it to all of their customers.

30. The goal here is to know the range of possible solutions and which direction is most successful. Concept Testing A/B testing Card Sorting & Tree Testing Lean Experiments Landing Page Tests 5 Second Tests RITE Testing RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous <html>

31. 4. Does our solution really work?

32. Source: “Data-Driven Design In the Real World,” SmashingMagazine.com An internal team at Volusion was tasked with improving its registration conversion rate.

33. Source: “Data-Driven Design In the Real World,” SmashingMagazine.com After finding that an alternate design made no difference in conversion, they dug into their analytics data.

34. Source: “Data-Driven Design In the Real World,” SmashingMagazine.com Based on this research, they developed a new trial page and saw a 48% increase in trial registrations and a 57% increase in trial-to-store conversions.

35. The goal here is to understand if people can successfully use your products as you intend. Beta Testing Mining Analytics Usability testing Heuristic reviews Dogfooding RITE Testing RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous

36. 5. What is the impact?

37. Google’s HEART framework: Happiness Source: Google Ventures

38. Google’s HEART framework: Happiness Engagement Source: Google Ventures

39. Google’s HEART framework: Happiness Engagement Adoption Source: Google Ventures

40. Google’s HEART framework: Happiness Engagement Adoption Retention Source: Google Ventures

41. Google’s HEART framework: Happiness Engagement Adoption Retention Task Success Source: Google Ventures

42. Google’s HEART framework: Happiness Engagement Adoption Retention Task Success Goals Signals Metrics Source: Google Ventures

43. Google’s HEART framework: Happiness Engagement Adoption Retention Task Success Goals Signals Metrics Source: Google Ventures

44. Usabilla applied this framework to measure the success of new two-step verification feature. Source: Usabilla

45. Source: Usabilla

46. The goal here is to know how your product impacts your customers (and by extension your organization). VoC Programs Behavioral Analytics Text Analytics Sentiment & Loyalty Analysis Social Listening Channel Surveys RESEARCH ACTIVITIES TOOLS & PROVIDERS $$$$ $ APPROACH Analytical Empirical Periodic Continuous

47. Where do you go from here?

48. LANGUAGE YOU MIGHT HEAR What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?

49. LANGUAGE YOU MIGHT HEARFOCUS HERE What should we do with [mobile/social, etc.]? What should we prioritize first? We have some ideas about what we need to do. How do we know we’re right? You think customers will do X. I think they’ll do Y. Who’s right? What’s the right [language, imagery, interaction method, etc.] to use here? Did our changes make a difference? Why didn’t our changes make a difference? Why isn’t this [feature, product, etc.] getting as much traction as we thought? What is the impact of [design, UX, research, etc.] on our business?

55. Web: leahbuley.com Email: leah@leahbuley.com Twitter: @leahbuley DOWNLOAD AT BULEY.CO/RESEARCH-METHODS-FOR-ANY-PROBLEM

The Right Research Method For Any Problem (And Budget)

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