Winning That Elusive Buy-in for UX Research (Webdagene 2013)

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 showcased eight stories and lessons he has learned from his experience and how he overcame challenges of people and situations and highlight what works and what doesn’t.

Transcript

1. WINNING THAT ELUSIVE BUY-IN FOR UX RESEARCH TOMER SHARON | GOOGLE | @tsharon
2. @tsharon www.itsourresear.ch
3. WHAT IS UX RESEARCH?
4. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.
5. 3 QUESTIONS UX RESEARCH CAN ANSWER
6. WHAT DO PEOPLE NEED?
7. WHAT DO PEOPLE WANT?
8. CAN PEOPLE USE IT?
9. THE CHALLENGE
11. THE PERSON WHO ALWAYS POKED HOLES 1  
13. DEVELOP EMPATHY TOWARD STAKEHOLDERS
14. THE HOSTILE STAKEHOLDER 2  
15. ?  
16. CHANGES HAPPEN
17. THE DIRECTOR THAT KICKED ME OUT 3  
19. FIGHT OR FLEE BASED ON MATURITY LEVELS
20. THE BEST TIME TO COLLABORATE 4  
22. IT’S ALWAYS A GOOD TIME TO COLLABORATE
23. THE ONLY PERSON WHO CARED, LEFT THE COMPANY 5  
25. LISTEN & PLANT SEEEDS
26. COLORING THE EXPERIENCE 6  
28. INVITE THE SKEPTICAL TO WATCH
29. BUT I DON’T WANNA WRITE A REPORT 7  
31. USE ALTERNATIVE WAYS TO REPORT
32. PIVOT TO END-OF-LIFE 8  
34. USE THE LEAN STARTUP TERMINOLOGY
35. STORIES LESSONS LEARNED 8 8
36. STORY The person who always poked holes in UX research The hostile stakeholder that wouldn’t cooperate The director that 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 EOL 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
37. “Researchers are toxic, research is essential” -Steve Blank “If you want a seat at the table, you need to know when dinner is served” - Klaus Kaasgaard “UX people need to research the UX of people who need UX” - Seth Godin www.itsourresear.ch
38. ONE FINAL THOUGHT
39. “DON’T BELIEVE EVERYTHING YOU SEE ON A POWERPOINT SLIDE JUST BECAUSE THERE’S A PICTURE WITH A QUOTE NEXT TO IT.” - ROALD AMUNDSEN