Upgrade to Pro — share decks privately, control downloads, hide ads and more …

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

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

Lam Thai

July 21, 2019
Tweet

More Decks by Lam Thai

Other Decks in Design

Transcript

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

    View Slide

  2. Ops
    Marketing
    UX
    Data
    Design Experiments
    Collect Qual & Quant Data
    Analyze Data
    Develop Frameworks
    Share Insights
    Innovate on Changes

    View Slide

  3. Innovation
    UX
    OPS
    DS
    MKTG

    View Slide

  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

    View Slide

  5. UX Maturity
    Model Based on
    Design Research
    Practices?

    View Slide

  6. View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  10. Terms
    I will
    use

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  15. View Slide

  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

    View Slide

  17. 01
    User
    Agnostic
    02
    Evaluate
    Product Design
    C.
    Build Competitive Analysis team
    04
    Generate
    Product Innovation
    or Strategy
    03
    Inform
    Product Design

    View Slide

  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

    View Slide

  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

    View Slide

  20. View Slide

  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

    View Slide

  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

    View Slide

  23. 01
    User
    Agnostic
    02
    Evaluate
    Product Design
    A.
    Start doing
    foundational & generative study
    04
    Generate
    Product Innovation
    or Strategy
    03
    Inform
    Product Design

    View Slide

  24. Q2 Q3
    Mix Tactical &
    Foundational
    Study
    Solve low hanging fruits

    View Slide

  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

    View Slide

  26. View Slide

  27. 01
    User
    Agnostic
    02
    Evaluate
    Product Design
    C.
    Make research
    more scalable
    04
    Generate
    Product Innovation
    or Strategy
    03
    Inform
    Product Design

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  32. View Slide

  33. View Slide

  34. 01
    User
    Agnostic
    02
    Evaluate
    Product Design
    F.
    Build Research Ops
    04
    Generate
    Product Innovation
    or Strategy
    03
    Inform
    Product Design

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  38. View Slide

  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

    View Slide

  40. 01
    User
    Agnostic
    02
    Evaluate
    Product Design
    C.
    Analogous Research!
    04
    Generate
    Product Innovation
    or Strategy
    03
    Inform
    Product Design

    View Slide

  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

    View Slide

  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

    View Slide

  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

    View Slide

  44. Thank
    You
    [email protected]
    instagram.com/bukalapak.design

    View Slide