A framework for creating actionable insights Design Research 2021 Ruth Ellison & Michelle Pickrell @RuthEllison & @UXMich

2 Ruth Ellison @RuthEllison Hello! Michelle Pickrell @uxmich

3 OMG What do I do with all that data?!?!!??

4 IMPACT How can I have a real and tangible impact on the direction of the product/service that my team is working on?

5 Research tells us what is happening Insight helps us understand why it is happening

6 The word “insight” has unfortunately become an oft-abused term for what merely could be an observation or a finding at the most. In the research world, it’s imperative for us to consciously not fall in the trap of mistaking a finding as an insight. Shipra Bhutada, Medium, 2018

7 Data. E.g. Participant 1 took 5 hours to complete their claim. 4 Hierarchy of meaning Findings E.g. The majority of participants had difficulty completing the claim process. 3 Actionable insight E.g. Providing an overview of the claim process, including what documents and evidence is needed before the claim is started, gives reassurance to the customer, increases trust in our organisation and reduces the contact time with our front line staff. 1 Insight E.g. People need to know what documents and evidence they need before they start a claim. Some documents are difficult to obtain on short notice and can impact the due date of the claim. 2 Based on sources: https://www.forbes.com/sites/brentdykes/2016/04/26/actionable-insights-the-missing-link-between-data-and-business-value/#d45788f51e57

8 Not all research generates insights

9 Actionable insights framework

10 From data to actionable insights A framework 01 Gather data 02 Analysis & synthesis 03 Find themes & create findings 04 Create insights 05 Prioritise 06 Refine actionable insights 07 Organise insights into digestible format

11 From data to actionable insights A framework 01 Gather data 02 Analysis & synthesis 03 Find themes & create findings 04 Create insights 05 Prioritise 06 Refine actionable insights 07 Organise insights into digestible format

12 Insight creation canvas

Insight creation canvas

Explorers Travel Agency

Insight creation canvas

Insight creation canvas

Insight creation canvas

Insight creation canvas

19 What is happening and why?

I saw this I know this Insight + = Based on sources: Taylor Nguyen, Harry Olson

I saw this I know this Insight + = Data and observations Summarise Find patterns Based on sources: Taylor Nguyen, Harry Olson

I saw this I know this Insight + = Ask why to uncover underlying users’ needs and motivations Knowledge of psychology and human behavior Knowledge of the domain (industry, business, product) Empathy Based on sources: Taylor Nguyen, Harry Olson

23 Collecting the data (I saw this + I know this)

Insight creation canvas

Insight creation canvas

Insight creation canvas

27 Creating insights

28 A penetrating and often sudden understanding, as of a complex situation or problem Collins dictionary

29 “A finding is useful, an insight is transformational.” Nigel Hollis

30 Simple in language and concept Simple clear language. One concept per insight. Grounded in real data Draw your conclusions only from what you actually see and hear. Minimise bias. Sources: Michael Morgan, Jonathan Dalton, Brent Dykes

31 Fresh perspectives that challenge existing assumptions about users We are less likely to listen to certain insights if we feel they reinforce rather than challenge or evolve our current knowledge and beliefs Meaningful and memorable “An insight that tells a story is the ultimate empathy builder. When stakeholders hear a compelling story, it is as if they are experiencing the pain or joy of the protagonist.” - Michael Morgan Sources: Michael Morgan, Jonathan Dalton, Brent Dykes

32 Aligned to strategic priorities and business goals An insight is compelling when it aligns to your product/service strategy and business goals. Otherwise we miss the “so what” factor. Sources: Michael Morgan, Jonathan Dalton, Brent Dykes

Insight creation canvas

34 Ways to frame actionable insights

Insight creation canvas

36 Situation-Frustration-Future Desire Source: Jonathan Dalton from Thrive Write the situation We are looking forward to having a break now that travel restrictions are starting to lift, but it is difficult to decide which travel providers to book with as travel restrictions can change so quickly. Describe the frustration I'm feeling anxious about booking in case we can't get a refund on our booking. It's difficult trying to coordinate my family's schedules, the availability of the service providers we're looking at (airlines, accommodation, food and activities) and also finding out what the refund policies are if COVID restricts our ability to travel at short notice. Explain the future desire I wish there was a way to make it easier to book with multiple travel providers, while having the confidence that I won't be out of pocket if the COVID situation was to change.

37 We’re not looking for solutions (that comes later)

38 A great insight needs to inspire action

39 What to do next... Taking action on your insights Run ideation sessions - e.g How might we…., rapid ideation Work with your team and executives to prompt decisions Add to the product direction / vision

40 Thank you! Say hello: @RuthEllison @uxmich

41 Feedback and Questions