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ADDC 2019 - Matthew Eng - Everyone Does Research: A Case Study on Inclusive Qualitative Research Methods for Product Teams at IBM.

ADDC 2019 - Matthew Eng - Everyone Does Research: A Case Study on Inclusive Qualitative Research Methods for Product Teams at IBM.

IBM Design’s mission was to shift how it approached product strategy, but it led to friction between multidisciplinary teams grasping for a unified vision. Learn lessons from assembling a research team that broke bad data analysis habits and started inclusive generative and evaluative techniques. When I started doing UX research as a designer, we often felt our work and results were ignored by developers, architects, and product managers. After a series of stressful releases full of heated arguments between our multidisciplinary teams, I invested the post-release downtime to better understand the questions sought by the whole team. This lead to reorganizing the research, so that we conducted to include design, product management, and development. The research team gathered and surfaced data that each of the disciplines where focusing on separately to help construct a clearer direction for the product.

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  1. Research is the Glue Inclusive techniques to share data @engmatthew

  2. IBM Design @engmatthew 2 @engmatthew

  3. !3 @engmatthew

  4. I do UX design and research @engmatthew

  5. None
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  10. VS

  11. VS

  12. @engmatthew

  13. @engmatthew

  14. @engmatthew

  15. @engmatthew

  16. We like to think that invention comes as a flash

    of insight -Vaclav Smil “ @engmatthew
  17. Allowing one person to believe that he or she is

    a vessel for creativity and (innovation) is too much responsibility. “ @engmatthew -Elizabeth Gilbert
  18. It can also be beneficial to create a mashup of

    skills and duties -Lauren Marchese “ @engmatthew
  19. Everyone can contribute to research Research can work in Agile

    environments Research must facilitate data inclusion @engmatthew
  20. @engmatthew Not every can lead a research project Not all

    research can fit into agile sprints
  21. How we work @engmatthew

  22. Squads Embedded Research !22 Research PM Dev @engmatthew Design

  23. Accounts Embedded Research !23 Research PM Dev @engmatthew Design Access

  24. Qualitative !24 @engmatthew

  25. !25 @engmatthew

  26. !26 @engmatthew

  27. Navigation Case Study @engmatthew

  28. Tokyo Station Yoyogi Park @engmatthew

  29. @engmatthew

  30. @engmatthew

  31. @engmatthew

  32. @engmatthew

  33. !33 @engmatthew

  34. Accounts Help Docs Network Containers DevOps Security Compute AI @engmatthew

  35. Accounts Help Docs Network Containers DevOps Security AI Help and

    Assistance Network Compute VM Bare Metal Storage Compute Security Learn @engmatthew
  36. Customer 1 Customer 2 Customer 3 Customer 4 !36 @engmatthew

  37. Green Olive Tree Avnet Indeed Ogilvy Arrow Kollacode Customer 1

    Customer 2 Customer 3 Customer 4 Customer 5 Customer 6 37
  38. Seems like it is laid out by lines of business

    in IBM. Not necessarily the way I would architect an app “ !38 -Customer @engmatthew
  39. IBM is currently dealing with a major rebranding exercise which

    is hurting its positioning. It is in the process of phasing out the SoftLayer and Bluemix brands !39 “ -Forbes @engmatthew
  40. Reflections @engmatthew

  41. 41 Design PM Dev Discovery Validation Implementation Process How we

    worked together @engmatthew
  42. 42 Design PM Dev Discovery Validation Implementation Process How we

    worked together Research @engmatthew Customer and user interviews
  43. 43 Design PM Dev Discovery Validation Implementation Process How we

    worked together Research Analytic Trends Competition Adoption and Tickets @engmatthew
  44. 44 Design PM Dev Discovery Validation Implementation Process How we

    worked together Research Analyst NPS Feedback New Shining Thing @engmatthew Leadership
  45. Changes @engmatthew

  46. 46 Design PM Dev Discovery Validation Implementation Process How we

    worked together @engmatthew Research Customer and user interviews
  47. 47 Design PM Dev Discovery Validation Implementation Process How we

    want to work together Research @engmatthew Who are our users? Will this make sense for them? How is this performing in the wild?
  48. 50% marketing content (benefits + overview) 50% technical content (features

    + use cases) marketing content (benefits with marketing tone) 100% Technical content (benefits with technical tone + features + use cases) 60% Pricing Info 30% Marketing content 5% Documentation 5% Marketing Technical Pricing Docs Competitive Analysis How is your competition addressing the problem space?
  49. Heuristic Evals Guide your teams through end- to-end heuristic evals

    to get away from individual screens and more focused on goals, tasks, and subtasks. User one language for heuristic principles.
  50. Test Prep Write the steps and tasks together. Show where

    design, PM, and dev have questions, and possible variations. Align on what we are asking users to do and what metrics we are going to capture.
  51. @engmatthew

  52. Open up the testing sessions @engmatthew

  53. Open up the synthesis @engmatthew

  54. @engmatthew

  55. None
  56. 56 @engmatthew

  57. Takeaways @engmatthew

  58. Find what your team needs

  59. Invest time in an open process

  60. Be a guide

  61. Q/A !61 @engmatthew

  62. Thank you !62 @engmatthew