User research is often seen as a luxury or a time-consuming activity, fit only for the biggest companies. I will talk about a more agile and effective approach: embedded UX research. To provide inspiration, focus and validation at the right moments within the design process. Making sure your design decisions are driven by, and based on insights, evidence and not just gut feeling. With real cases I will demonstrate: What the added value is of structurally involving end users in your design process How to involve design teams (and other disciplines/roles) in UX research to make better design decisions How embedded UX research strengthens your UX strategy

1. Embedded UX Research
Agile & deep
Stijn Nieuwendijk - UX Istanbul 2016

3. I am Stijn Nieuwendijk
Senior UX specialist & strategist

4. I am Stijn Nieuwendijk
… and always hungry

7. We humanize
digital interactions.

9. How?
• How should it work? How can
we improve it?
• … on all those different devices,
interfaces, touchpoints etc.
Why?
• What problem are we solving?
• Why do we want to solve it?
• What’s in it for the user (and us)?
What?
• What is the killer functionality?
• What will it do for them?
• Need to have / nice to have?
Who?
• Who are they?
• What do we know about our customers?
• What drives them (to use our product)?
• In what context or situation they use our
solution?

10. User insights to
fuel
inspiration, discovery &
innovation

14. User insights to
enable
focus,
evidence based decisions &
smooth process

16. 93

18. User insights to
drive
continuous improvement

23. UX researcher(s)
Design team

24. Design team

25. Design team

26. User testing
Eye tracking
analysis
User interviews
Focus groups
Questionnaires
Remote unmoderated
user testing
Structured feedback
tools (Usabilla etc.)
A/B testing
Web analytics
Diary studies
Card sorting
Sitemap testing
Persona’s

28. smartwatch

31. 31

32. 32
Every month
In depth UX tests with real clients

33. 33
insights for next iteration
Every month
In depth UX tests with real clients

34. 34
Every sprint
Fast, quick guerrilla / online tests with real users

36. 36

37. 37
Continuous UX consultancy: analysis & monitoring
Input form help desk, community, social media buzz,
web analytics, diary studies
to create user stories & customer journeys

38. 38
Every sprint
Flexible, fast, small tests
Every month
In depth UX tests with real clients
Continuous UX consultancy & monitoring
to create user stories & customer journeys

39. 39
UX research developed
into a change agent

40. Shift from reactive research
to UX research that actually
drives
changes in design and
organization

42. Insights from within the
team, not some external UX
expert

44. Embed UX research in your team
Get rhythm
Do it together

45. Thank you!
stijn@valsplat.nl @stijnn
www.valsplat.nl +31 6 330 5454