From Little Things Big Things Grow - Scaling a Design Research Practice

Presenters: Scott Maywood-Bryant & Anita Philipose at Design Research 2018 Conference 9 March 2018.

http://www.uxaustralia.com.au/conferences/designresearch-2018/presentation/from-little-things-big-things-grow-scaling-a-design-research-practice/

One year ago Design Research Practice at ANZ consisted of two dedicated UX Researchers trying to support the research needs of a team of 17 eager and enthusiastic UX and Visual designers. Since then the design team has scaled dramatically, doubling in size. We shifted gears and set about scaling the practice. Our talk is a ‘peek behind the scenes’ on how we have worked to incorporate design research into the fabric of ANZ Digital’s design and development work by building team capability in design research and growing a research culture. We are now planning to spread a research mindset across our entire business as it embraces Human-Centred Design. We’ll share how we are preparing for this next critical period of change.

Transcript

1. marketing is the best thing to douse the sunrise with. From little things, BIG things grow - Scaling a design research practice Scott Maywood Bryant & Anita Philipose
2. marketing is the best thing to douse the sunrise with. From little things, BIG things grow - Scaling a design research practice We are here
3. marketing is the best thing to douse the sunrise with. We’ll talk about… 1. At Basecamp, 
 Barely keep up 2. Climbing, 
 Changing strategy & soft launch 3. Learnings & ahead We are here
4. Business Plan Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like). 8 days to get insights after research High dependency on Agency 17 days from inception to execution 1 research / month High dependency on Agency 17 days from Start to Finish Ad Hoc/Last Minute Validation Uncertain funding. Limited say in research $$ spend High dependency on Agencies Complex set up; Mobile Test Kit, changing venues In 2016…
5. Become more agile Reduce dependency on Agencies Increase Projects “touched” by Research Cut Insights-> Design time Support Continuous Delivery Forces of change
6. From disconnected customer insight To Connected Insight Iterative/CX Design Process Striving for connected UX
7. marketing is the best thing to douse the sunrise with. 1. At Basecamp
 Barely keep up 2. Climbing 
 Changing strategy & soft launch 3. Learnings & ahead
9. What is the capability of our team?
10. What is the capability of our team?
11. Quantitative studies Strategic / Generative Tactical research What can go into CCI? Identifying areas for CCI
12. Where does CCI typically fit? Early concept testing Low fidelity, paper prototypes Prototype testing Iterative design testing Usability testing Interaction based testing Competitive sites testing Live sites and apps of competitor organisations Where does CCI typically fit?
13. Setting up Designer Led Research was new ground… As a start, we tackled 3 areas. Process $ Place Budget
14. Process $ Place Budget Process
15. Cadence Templates Reporting Make sense of data Access to customers Systemise & Standardise
16. Simplify recruitment Messy vendor arrangements Work off Generic recruitment briefs New long term arrangement Customers mobilised in 7 days •Recruitment time cut from 17 to 7 days
17. Week 1 Paid Pilot Prepare Execute Team Analysis Report & Close out Set up a realistic cadence
18. Channel 1 Week 1 Week 2 Week 3 Channel 2 Channel 3 Channel 1 Week 4 Designers balancing Design & CCI
19. Unauthenticated Channel Week 3 Week 4 Parallel streams - CCI & Quantitative studies AP Timed approach Pilot done as the real thing Get Water, minties for participant Feedback on quality of participants Review Research brief with Research team CCI Checklist
20. 20 “Lean” replaces Detailed reports Analysis & Reporting from 8 days to 3 days Focus on Actionable Insights
21. Process $ Place Budget Place
22. Collaboration Customer Focus Plug n Play Flexible
23. Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. DIGITAL CUSTOMER EXPERIENCE CENTRE
24. Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Photoshop 45% Illustrator 70% Projection 70% Little things make a Big difference Administration Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam tincidunt ante nec sem congue convallis. Skill Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam tincidunt ante nec sem congue convallis. Market Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam tincidunt ante nec sem congue convallis. Revenue Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam tincidunt ante nec sem congue convallis. “HOW TO TIPS” USER MANUALS ORGANISED ADAPTERS
25. Little things make a Big difference TOUCH PANELS OBSERVATION TIPS
26. Process $ Place Budget $ Budget
27. Getting access to the $$ Dedicated research budget
28. Get expert help - Design Research Operations
29. 29 Learnings & Recommendations it’s about creating the tools so people take action Bundle Packed Suitable for all categories business and personal presentation SoundLite Suitable for all categories business and personal presentation PictureCloud Suitable for all categories business and personal presentation BroadCase Suitable for all categories business and personal presentation Learnings & Recommendations We’ve come a long way…
30. Research culture slowly permeates … Fred Olsen, CEO Australia with the CX team
31. Stories of change ”With every research round, continuous learning happens, customer expectations are gauged, mistakes are reduced and knowledge is gained for the next cycle and further improvements” David, ANZ Designer
32. 32 So what’s it been like for the Designers in CCI?
33. 33 Bundle Packed Suitable for all categories business and personal presentation SoundLite Suitable for all categories business and personal presentation PictureCloud Suitable for all categories business and personal presentation BroadCase Suitable for all categories business and personal presentation
34. • Hard in the beginning to relinquish control • Be prepared to forsake Quality at the start • Shift gears from ‘Doers' to ‘Coaches’ • Space to concentrate on strategic initiatives • See the Research culture grow What’s in it for Researchers?
35. marketing is the best thing to douse the sunrise with. 1. At Basecamp
 Barely keep up 2. Climbing 
 Changing strategy & soft launch 3. Learnings & ahead
36. 36 • Clear guidelines what goes into “Designer led” research • Designers must have an appetite to take on research • Systemise & Standardise as much as possible • Able to influence where research money is spent Upfront planning & hard set up
37. • Let Designers lead but apply ‘enough’ checks • Implement critical check points • Adhoc quality checks to ensure authenticity (observe sessions, review documentation) • Retros with CCI Designers <-> get feedback Implement critical check points 37 1.Need Research 2. Brief: Goals, method 5. Conduct research 6. Analysis &. Report 3. Recruit 4. Pilot
38. Make the CCI process transparent to the whole team… Integrate with Agile Sprints! Avoid CCI disconnects between the research and dev. You don’t want to be doing research for research sake! CCI mission Integrated squad mission Dev mission
39. CCI part of the bigger picture Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Deep dive Unsolicited feedback Reactive Integrated continuous monitoring and listening methods, Continuous Customer Insight (rolling research). Qual & Quant. Site Intercepts. Proactive Custom or ad hoc research (discovery) studies when needed to explore deeper aspects of customer experiences understanding Interactive Test-and-learn methods that involve customers in validating products Tracking surveys Usability tests/interviews Deep dive Deep dive Exploratory methods (e.g., ethnography, interviews) Iterative testing (e.g., cognitive walkthroughs, co- design) Jan A Design Research Portfolio That Balances Different Methods Applied at Regular Intervals Adapted from Differentiate By Developing A Research Portfolio And Collaboration System Optimize Your Research Practices For CX Transformation by Kelly Price June 19, 2017 Adapted from Differentiate By Developing A Research Portfolio And Collaboration System Optimize Your Research Practices For CX Transformation by Kelly Price June 19, 2017
40. 40 Bundle Packed Suitable for all categories business and personal presentation SoundLite Suitable for all categories business and personal presentation PictureCloud Suitable for all categories business and personal presentation BroadCase Suitable for all categories business and personal presentation In pursuit of connected UX Patterns, themes across projects Hindsight - Insights - Foresight Institutional knowledge
41. Make every employee a researcher… Conscious incompetence Conscious competence Unconscious competence Unconscious incompetence Adapted from Differentiate By Developing A Research Portfolio And Collaboration System Optimize Your Research Practices For CX Transformation by Kelly Price June 19, 2017
42. Thanks to our awesome colleagues who helped out Maureen Our talented & super helpful Visual Designer Toby Jack of all Trades. He also designs Credits
43. Thank you