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ADDC 2019 - Matthew Eng - Everyone Does Researc...

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. VS

  2. VS

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

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

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

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

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

    research can fit into agile sprints
  8. Accounts Help Docs Network Containers DevOps Security AI Help and

    Assistance Network Compute VM Bare Metal Storage Compute Security Learn @engmatthew
  9. Green Olive Tree Avnet Indeed Ogilvy Arrow Kollacode Customer 1

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

    in IBM. Not necessarily the way I would architect an app “ !38 -Customer @engmatthew
  11. 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
  12. 42 Design PM Dev Discovery Validation Implementation Process How we

    worked together Research @engmatthew Customer and user interviews
  13. 43 Design PM Dev Discovery Validation Implementation Process How we

    worked together Research Analytic Trends Competition Adoption and Tickets @engmatthew
  14. 44 Design PM Dev Discovery Validation Implementation Process How we

    worked together Research Analyst NPS Feedback New Shining Thing @engmatthew Leadership
  15. 46 Design PM Dev Discovery Validation Implementation Process How we

    worked together @engmatthew Research Customer and user interviews
  16. 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?
  17. 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?
  18. 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.
  19. 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.