Why all CROs should be good workshop facilitators and how_MeasureFest23

Transcript

1. Why all CROs should be good workshop facilitators and how Joe Johnston LAUNCH Speakerdeck.com/joejohnston
2. me
3. I’d like you to take away some practical tactics and tips for better workshops.
4. UX designer Project manager UI designer Developer Digital marketing manager x 2 Digital strategist (me)
5. UX designer Project manager UI designer Developer Digital marketing manager x 2 Digital strategist (me)
6. 🤝 👁 🔋
10. Lots of reasons why in-person is impractical = 🚧 💰 🌍 👪 ⌛ 🏥
11. The new norm of working from home changed workshops for the better.
12. 1. Pick carefully between in-person or remote workshops. If it needs extra care, go in-person. If it expands inclusivity, go remote.
13. Interest in term ‘online whiteboard’ 2018-22
14. ‘workshops are a waste of time’
15. Badly planned ‘workshops are a waste of time’
16. My Top CRO workshops Objectives and key results Customer journey mapping Persona / empathy mapping Testing ideation & prioritisation Information architecture Quarterly business review Project kick-off Page teardown Retrospective Service blueprint mapping Training Measurement & analytics tracking For a free copy of templates, add me on LinkedIn
17. 1. Quick intro 2. Agenda 3. Link to tutorial
19. 2. Set expectations and prepare your participants. Proper planning is half the battle.
20. Pro tip: Be clear upfront about time & ‘park’ any off-topic ideas.
25. 👀 Pro tip: Focus attention on problem Create psychological safety
27. 3. Create psychological safety. Get people talking. It doesn’t need to be a work of art.
29. Speak first and share an opinion on everything. Stop talking! Be an active listener. Be objective. ✅ 🙅
30. 🥵
31. Cram as many activities as possible into 1-2 hours. Balance out active and passive parts of workshop. ✅ 🙅
32. ‘This is a total waste of time’
33. Shut down disagreement and move on quickly. Embrace constructive conflict. ‘Park’ any stubborn ideas. ✅ 🙅
35. Cater to the HiPPOs and the extroverts. Ensure everyone gets a say. ✅ 🙅
36. 4. Good facilitation is simply a series of behaviours and tactics. Practice empathy and create a process that removes guesswork.
37. What is the biggest challenge holding back experimentation? Source: Experimentation Maturity Benchmark Report 2023, Speero ‘Greater collaboration between teams and the wider company’ ranked third.
38. The Many, Many CRO Activities Usability testing Persona creation Experimentation / A/B testing Tag management Persuasive design HTML, CSS & JS Wireframing Landing page optimisation Web analytics analysis Cognitive science Competitor analysis Accessibility Programme management Heuristic analysis Test prioritisation Customer journey mapping Copywriting Statistical analysis Voice of customer analysis Workshop facilitation 🦄
39. The Many, Many CRO Activities Usability testing Persona creation Experimentation / A/B testing Tag management Persuasive design HTML, CSS & JS Wireframing Landing page optimisation Web analytics analysis Cognitive science Competitor analysis Accessibility Programme management Heuristic analysis Test prioritisation Customer journey mapping Copywriting Statistical analysis Voice of customer analysis Workshop facilitation 🦄
40. Soft skills are just as crucial for collaboration and building support for CRO across an organisation.
42. Facilitator Club (AJ&Smart) https://www.skool.com/facilitatorclub This is Service Design Doing Method Library https://www.thisisservicedesigndoing.com/methods Miro Academy https://academy.miro.com/ Facilitating UX Workshops: Study Guide https://www.nngroup.com/articles/facilitating-ux-workshops-guide/ Tools for Remote UX Workshops https://www.nngroup.com/articles/tools-remote-ux-workshops/ Pip Decks Workshop Tactics (paid) https://pipdecks.com/products/workshop-tactics Workshop facilitation study guide:
43. 5. Close the ‘soft skills gap’. Invest time in learning facilitation techniques that will help you build a culture of experimentation.
44. Thank you