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So What?
Connecting Research to Value
Jessica Crisp
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Design Problems
- Not sure where to start
- Risk of spending time on low value
opportunities
- Being asked…so what?
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Design Problems
- Lack of (trustworthy) data
- Disconnect from users
- Managing risky assumptions
PO Problems
- Not sure where to start
- Risk of spending time on low value
opportunities
- Being asked…so what?
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Top Down
Bottom Up
Breaking down large, known figures
Building a value case from user feedback/data
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So…let’s do some research!
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So…let’s do some research!
“One in five employees either report that their most
recent onboarding was poor…or that they received
no onboarding at all”
Gallup Analytics 2021
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Step One Estimate the value ceiling with stakeholders
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Value Tree 101
• Also referred to as a driver tree or KPI tree
• Way of visualising how metrics connect up to higher level outcomes
• Helps teams focus on and prioritise impactful work
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Building a
Value Tree
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Building a
Value Tree
• Desired outcomes that
are attached to a
strategic objective
• For example
• Financial: Increase revenue
• Sustainability: Carbon
footprint
• Strategic: Reputation
1. Business Outcomes
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Building a
Value Tree 1. Business Outcomes 2. Value Drivers
• Desired outcomes that
are attached to a
strategic objective
• For example
• Financial: Increase revenue
• Sustainability: Carbon
footprint
• Strategic: Reputation
• How we are going to
impact the business
outcomes
• For example…
• Financial: Sales of X
• Sustainability: Carbon
emissions
• Strategic: Awareness
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Building a
Value Tree 1. Business Outcomes 2. Value Drivers 3. Key Metrics
• Desired outcomes that
are attached to a
strategic objective
• For example…
• Financial: Revenue
• Sustainability: Carbon
footprint
• Strategic: Reputation
• How we are going to
impact the business
outcomes
• For example…
• Financial: Sales of X
• Sustainability: Carbon
emissions
• Strategic: Awareness
• How we are going to
benchmark and measure
change
• Consider leading and
lagging metrics
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Our value tree
Key Metrics
Value Drivers
Business Outcomes
Strategic Objective Financial
Increase
Revenue
Employee
Productivity
Time to complete
onboarding for
graduates
Time to complete
onboarding for
experienced hires
Time to complete
onboarding for
contractors
Decrease
Costs
Employee
Retention
ESAT
(Leading)
Annual Voluntary
Turnover Rate
(Lagging)
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What next?
Add benchmarks Prioritise business outcomes
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T shirt sizing
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T shirt sizing Out of Scope
CO2
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T shirt sizing Out of Scope Small
Medium
Large
CO2
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T shirt sizing Out of Scope Small
Medium
Large
10%-
20%
20%-
40%
40%-
60%
CO2
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T shirt sizing Out of Scope Small
Medium
Large
10%-
20%
20%-
40%
40%-
60%
CO2
Time
(contrac
tors)
ESAT
Time
(grads)
Time
(exp.
hires)
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Help!
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Questions &
Assumptions
Impact
Certainty/
Probability
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Questions &
Assumptions
Impact
Certainty/
Probability
Onboarding
is
suboptimal
It takes 2
weeks for
employees
to be
productive
What is
slowing
enablement
down?
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Step Two Verify the value with your users or customers
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• Consider what stage you are at and the level of certainty
required
Research
fidelity is an
important
consideration.
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• Consider what stage you are at and the level of certainty
required
• Align with stakeholders on the value drivers and metrics
to consider
Research
fidelity is an
important
consideration.
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• Consider what stage you are at and the level of certainty
required
• Align with stakeholders on the value drivers and metrics
to consider
• Find out what data is already available
Research
fidelity is an
important
consideration.
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• Consider what stage you are at and the level of certainty
required
• Align with stakeholders on the value drivers and metrics
to consider
• Find out what data is already available
• Do just enough to fill the gaps
Research
fidelity is an
important
consideration.
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High level
blueprints can
help focus
attention on
high value
opportunities.
Offer
Preparing for
Work
Arriving at Office
Mandatory
Training
Work
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High level
blueprints can
help focus
attention on
high value
opportunities.
Offer
Preparing for
Work
Arriving at Office
Mandatory
Training
Work
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High level
blueprints can
help focus
attention on
high value
opportunities.
Offer
Preparing for
Work
Arriving at Office
Mandatory
Training
Work
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High level
blueprints can
help focus
attention on
high value
opportunities.
Offer
Preparing for
Work
Arriving at Office
Mandatory
Training
Work
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High level
blueprints can
help focus
attention on
high value
opportunities.
Offer
Preparing for
Work
Arriving at Office
Mandatory
Training
Work
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High level
blueprints can
help focus
attention on
high value
opportunities.
Offer
Preparing for
Work
Arriving at Office
Mandatory
Training
Work
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Inferring
Impact
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Inferring
Impact
Previous performance
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Inferring
Impact
Competitor benchmarking
Previous performance
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Inferring
Impact
Competitor benchmarking
Previous performance
Driver analysis
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Let’s Triangulate!
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Let’s Triangulate!
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Pulling the plug
• Create a culture that celebrates this!
• Consider the possibility of Type I errors
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Step Three Explore the addressable value
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What is addressable value?
Value Ceiling
Addressable Value
Value Captured
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Focusing ideation with research
How might we… ensure that new starters have the role specific information that they need
So that… they are empowered to do their best work on day 1.
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Focusing ideation with research
How might we… ensure that new starters have the role specific information that they need
So that… they are empowered to do their best work on day 1.
Highlight the user and their needs
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Focusing ideation with research
How might we… ensure that new starters have the role specific information that they need
So that… they are empowered to do their best work on day 1.
Highlight the user and their needs
Clearly state the
objective
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Focusing ideation with research
How might we… ensure that new starters have the role specific information that they need
So that… they are empowered to do their best work on day 1.
Avoid mentioning solutions
Highlight the user and their needs
Clearly state the
objective
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Connecting ideas to value
We believe that (solution), (for these people) will achieve (benefit).
We will know that we are successful when (key metric outcome).
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Connecting ideas to value
We believe that (solution), (for these people) will achieve (benefit).
We will know that we are successful when (key metric outcome).
Buddy
system
Welcome
pack
Trello
board
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Connecting ideas to value
We believe that (solution), (for these people) will achieve (benefit).
We will know that we are successful when (key metric outcome).
Buddy
system
Welcome
pack
Trello
board
Buddy
system
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Connecting ideas to value
We believe that (solution), (for these people) will achieve (benefit).
We will know that we are successful when (key metric outcome).
Buddy
system
Welcome
pack
Trello
board
Buddy
system
Graduates
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Connecting ideas to value
We believe that (solution), (for these people) will achieve (benefit).
We will know that we are successful when (key metric outcome).
Buddy
system
Welcome
pack
Trello
board
Buddy
system
Graduates
Ongoing,
tailored
support
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Connecting ideas to value
We believe that (solution), (for these people) will achieve (benefit).
We will know that we are successful when (key metric outcome).
Buddy
system
Welcome
pack
Trello
board
Buddy
system
Graduates
ESAT
Ongoing,
tailored
support
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Pulling it all together
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Questions & Assumptions
Collating Our Information
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Questions & Assumptions
Top Down Estimate
Collating Our Information
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Questions & Assumptions
Top Down Estimate
Pain Points
Collating Our Information
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Questions & Assumptions
Top Down Estimate
Pain Points
Bottom Up Estimate
Collating Our Information
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Questions & Assumptions
Top Down Estimate
Pain Points
Bottom Up Estimate Ideas!
Collating Our Information
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Questions & Assumptions
Top Down Estimate
Pain Points
Bottom Up Estimate Ideas!
Solution Hypotheses
Collating Our Information
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Questions & Assumptions
Top Down Estimate
Pain Points
Bottom Up Estimate Ideas!
Solution Hypotheses
Initiative Overlap
Collating Our Information
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Taking a considered approach to the way we
store insights can unlock the ability to
rapidly value opportunities.
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What can
this look
like?
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1. Capture the process and connect it to the value drivers and baselines.
What can
this look
like?
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1. Capture the process and connect it to the value drivers and baselines.
What can
this look
like?
2. Input assumptions to calculate the addressable value (removing overlaps)
and opportunity size (the impact of potential solutions).
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Bringing numbers to life
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Bringing numbers to life
What is our data telling us?
- ESAT for onboarding is low
- Onboarding activities can run for
over 2 weeks
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Bringing numbers to life
What is our data telling us?
What are people telling us?
- ESAT for onboarding is low
- Onboarding activities can run for
over 2 weeks - The approach to onboarding is not
fit for purpose
- Add your story here
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Bringing numbers to life
What is our data telling us?
What are people telling us?
What impact is this having/
projected to have on the business?
- ESAT for onboarding is low
- Onboarding activities can run for
over 2 weeks - The approach to onboarding is not
fit for purpose
- Add your story here
- Last year over 500 hours has been spent on
onboarding
- Projected to increase this year with new
graduates starting
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Bringing numbers to life
What is our data telling us?
What are people telling us?
What impact is this having/
projected to have on the business? Recommendations and
expected benefits
- ESAT for onboarding is low
- Onboarding activities can run for
over 2 weeks - The approach to onboarding is not
fit for purpose
- Add your story here
- Last year over 500 hours has been spent on
onboarding
- Projected to increase this year with new
graduates starting
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
Inefficient
onboarding
not meeting
user needs
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
Inefficient
onboarding
not meeting
user needs
Experienced
Hires
Contractors
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
Inefficient
onboarding
not meeting
user needs
Graduates
Experienced
Hires
Contractors
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
Buddy
system
Welcome
pack
Trello
board
Inefficient
onboarding
not meeting
user needs
Graduates
Experienced
Hires
Contractors
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
Buddy
system
Welcome
pack
Trello
board
ESAT Time to
complete
Inefficient
onboarding
not meeting
user needs
Graduates
Experienced
Hires
Contractors
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Opportunity Canvases
Problem(s) Solution(s) Unique Value
Proposition
Unfair Advantage Customer Segments
Early Adopters
Existing Alternatives Key Metrics Short Concept Channels
Cost Value
Buddy
system
Welcome
pack
Trello
board
ESAT Time to
complete
Employee
Retention
(10-20%
uplift)
Employee
Productivity
(300-500
hrs/yr)
Inefficient
onboarding
not meeting
user needs
Graduates
Experienced
Hires
Contractors
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Key Takeouts
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Key Takeouts
• Discuss value and what it means in your context early
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Key Takeouts
• Discuss value and what it means in your context early
• Plan research based on the desired level of certainty for your valuation
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Key Takeouts
• Discuss value and what it means in your context early
• Plan research based on the desired level of certainty for your valuation
• Consider how you store research insights to make it easier to connect
human stories with business value
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Questions?