Yoel Sumitro — Building a User Research Culture in Your User-Agnostic Company

1aec9e77f7a78d4c850fbdf6b5d6f39e?s=47 Lam Thai
July 21, 2019

Yoel Sumitro — Building a User Research Culture in Your User-Agnostic Company

This is a talk for Design Research 2019 in Vietnam presented by Yoel Sumitro

1aec9e77f7a78d4c850fbdf6b5d6f39e?s=128

Lam Thai

July 21, 2019
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Transcript

  1. Yoel Sumitro Building a User Research Culture in a User

    Agnostic Company –
  2. Ops Marketing UX Data Design Experiments Collect Qual & Quant

    Data Analyze Data Develop Frameworks Share Insights Innovate on Changes
  3. Innovation UX OPS DS MKTG

  4. Maturity Stages of Organizational UX Design (by Jared Spool) 01

    Dark Ages:
 No UX Design 02 Spot UX Design 03 UX Design as a Service 04 Embedded UX Design 05 Infused UX Design
  5. UX Maturity Model Based on Design Research Practices?

  6. None
  7. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 03 Inform Product Design 04 Generate Product Innovation or Strategy Maturing UR Practices
  8. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 03 Inform Product Design 04 Generate Product Innovation or Strategy Maturing UCD
  9. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 03 Inform Product Design 04 Generate Product Innovation or Strategy Maturing UCD
  10. Terms I will use

  11. 01 Tactical Short period Answer specific question at a specific

    point of time Frequently and within the design sprint 02 Foundational Long period insights remain relevant for longer time less frequently and outside of Design Sprint
  12. Foundational Mapping Exercise Observation Shadowing Contextual Inquiry Desk Research Mental

    Models Competence Mapping Inventories Audits Gap Analysis Mapping Exercise Extreme Users Cultural Immersion Expert Interviews Customer Journey Maps Surveys Market Segmentation Task Analysis KANO Analysis Eye Tracking Usability Testing Ad Hoc Interviews Diaries In-depth Interviews Market Sizing Analytics Focus Groups Cognitive Walkthroughs Heuristic Evaluation A/B Testing Clickstream Analysis Exploratory Evaluative HMW Post Cards from Future Scenario Storyboarding Time Machine Ads Design Fiction Card Sorting Participatory Design Desirability Study Conjoint Analysis Generative Rapid Prototyping Paper Prototyping Role Play Brainstorming
  13. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 04 Generate Product Innovation or Strategy 03 Inform Product Design
  14. 01 User Agnostic 02 Evaluate Product Design A. Start doing

    tactical & evaluative study: Usability Study, Heuristic Evaluation, Survey 04 Generate Product Innovation or Strategy 03 Inform Product Design
  15. None
  16. 01 User Agnostic 02 Evaluate Product Design B. Invite your

    users to the office (fireside chat with users) 04 Generate Product Innovation or Strategy 03 Inform Product Design
  17. 01 User Agnostic 02 Evaluate Product Design C. Build Competitive

    Analysis team 04 Generate Product Innovation or Strategy 03 Inform Product Design
  18. 01 User Agnostic 02 Evaluate Product Design Pro Tips How

    many participants???? -> Use research gimmicks e.g. Heatmap, Eyetracking, Videos, Funnel 04 Generate Product Innovation or Strategy 03 Inform Product Design
  19. 01 User Agnostic 02 Evaluate Product Design Pro Tips Start

    increasing the visibility of your research 04 Generate Product Innovation or Strategy 03 Inform Product Design
  20. None
  21. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 04 Generate Product Innovation or Strategy Maturing UCD 03 Inform Product Design
  22. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 04 Generate Product Innovation or Strategy 03 Inform Product Design Maturing UCD
  23. 01 User Agnostic 02 Evaluate Product Design A. Start doing

    foundational & generative study 04 Generate Product Innovation or Strategy 03 Inform Product Design
  24. Q2 Q3 Mix Tactical & Foundational Study Solve low hanging

    fruits
  25. 01 User Agnostic 02 Evaluate Product Design B. Start working

    groups with Data team 04 Generate Product Innovation or Strategy 03 Inform Product Design
  26. None
  27. 01 User Agnostic 02 Evaluate Product Design C. Make research

    more scalable 04 Generate Product Innovation or Strategy 03 Inform Product Design
  28. 01 User Agnostic 02 Evaluate Product Design D. Yoel’s Formula:

    04 Generate Product Innovation or Strategy 03 Inform Product Design INTERVIEW SURVEY INTERVIEW SURVEY DIVERGE CONVERGE DIVERGE CONVERGE
  29. 01 User Agnostic 02 Evaluate Product Design 04 Generate Product

    Innovation or Strategy 03 Inform Product Design Pro Tip There is no representative users in divergent research
  30. 01 User Agnostic 02 Evaluate Product Design 04 Generate Product

    Innovation or Strategy 03 Inform Product Design Pro Tip Only need 400 participants for convergent research
  31. 01 User Agnostic 02 Evaluate Product Design E. Build empathy

    lab / activities 04 Generate Product Innovation or Strategy 03 Inform Product Design Social Media Merchant Festival / Year of Driver
  32. None
  33. None
  34. 01 User Agnostic 02 Evaluate Product Design F. Build Research

    Ops 04 Generate Product Innovation or Strategy 03 Inform Product Design
  35. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 04 Generate Product Innovation or Strategy 03 Inform Product Design
  36. UX Maturity Model Based on Design Research Practices 01 User

    Agnostic 02 Evaluate Product Design 04 Generate Product Innovation or Strategy 03 Inform Product Design
  37. 01 User Agnostic 02 Evaluate Product Design A. Deliver immersive

    exposure & more foundational studies! 04 Generate Product Innovation or Strategy 03 Inform Product Design
  38. None
  39. 01 User Agnostic 02 Evaluate Product Design B. Innovation/Trend Forecaster/

    Pathfinding Team: Pull out researchers from product teams 04 Generate Product Innovation or Strategy 03 Inform Product Design
  40. 01 User Agnostic 02 Evaluate Product Design C. Analogous Research!

    04 Generate Product Innovation or Strategy 03 Inform Product Design
  41. 01 User Agnostic 02 Evaluate Product Design D. Be clear

    with your research roadmaps 04 Generate Product Innovation or Strategy 03 Inform Product Design
  42. Research Sprints Diary Studies Interviews Field Visits Quant Analysis Quarterly

    Deep Dive Top N Problem lists In App Sentiment Secret Buyers Personas Evaluation Surveys Interviews Field Visits Quant Analysis UX Audits In App Feature Surveys Quant Analysis Bi-weekly Studies One Time On Going Strategy Roadmap Product or Feature
  43. Trust is a product of vulnerability that grows over time

    and requires work, attention, and full engagement. Trust isn’t the grand gesture that we think it is - it’s a growing collection of small choices that we make every day BRENE BROWN
  44. Thank You yoel@bukalapak.com instagram.com/bukalapak.design