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

Winning that elusive buy-in for UX research (Google TLV)

Tomer Sharon
January 17, 2013
110

Winning that elusive buy-in for UX research (Google TLV)

This presentation was delivered at Google Tel Aviv in cooperation with Campus TLV, Dr. Jacob Greenshpan, and UXPA Israel and was the first in a series of UX learning meetings.
UX practitioners, researchers, and leaders need to engage people, teams, and organizations with research results to inform design, prioritize development, shape product roadmaps, and sometimes even initiate company-wide changes of focus. Many of them experience frustration and isolation because they are sometimes required to deal with difficult people who don’t understand or respect the UX process. Tomer showcases eight stories and lessons he has learned from his experience and how to overcome challenges of people and situations and highlighted what works and what doesn’t.

Tomer Sharon

January 17, 2013
Tweet

Transcript

  1. Yeah, but this study will delay our launch date. Yeah,

    but we already know what the problems are. Yeah, but aren’t our designers suppose to know what people need? They are the experts. Yeah, but we can’t learn much from only five participants. Yeah, but we just want to launch and see if it sticks. We’ll fix it later. Yeah, but we can’t pay that much for this. Yeah, but our product managers already do interviews and look at analytics. Yeah, but A/B testing gives us all the answers we need. Yeah, but how statistically significant is a study with five participants? Yeah, but can’t we run a quick study with internal users instead? Yeah, but research sounds so academic. Yeah, but Market Research already answered our questions.
  2. 8

  3. 1

  4. 2

  5. 3

  6. 4

  7. 5

  8. 6

  9. 7

  10. 8

  11. STORY The person who always poked holes in UX research

    The hostile stakeholder that wouldn’t cooperate The director who kept kicking me out The best time to collaborate with stakeholders The only person who cared left Coloring the experience for stakeholders But I don’t wanna write a report Pivot to end-of-life LESSON LEARNED Develop empathy toward stakeholders Some people don’t get it but changes happen Fight or flee based on maturity levels It’s always a good time to collaborate with stakeholders Listen and plant seeds Invite the skeptical to watch Use alternative ways to report results Learn the Lean Startup terminology
  12. “If a client asks for a report, I charge them

    twice as much” -Steve Krug, Author of Don’t Make Me Think “Researchers are toxic, research is essential” -Steve Blank, Father of the Lean Startup movement “If you want a seat at the table, you need to know when dinner is served” - Klaus Kaasgaard, VP of Design, Intuit “UX people need to research the UX of people who need UX” - Seth Godin, America’s greatest marketer http://itsourresear.ch