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Nyssa Packard - How To Run User Research At Any Scale – From Startup To Big Tech (Turing Fest 2022)

Nyssa Packard - How To Run User Research At Any Scale – From Startup To Big Tech (Turing Fest 2022)

We all know how important it is to keep the user at the centre of product development to achieve PMF and grow. But gathering and effectively leveraging user feedback to shape strategies and roadmaps can often pose a challenge – whether from a resource, skill or tooling perspective. As a result, we risk missed opportunities or unsuccessful product launches by failing to take the user perspective into account. Having run research at every stage of maturity from solopreneur to leading large teams at Facebook, booking.com and Skyscanner, Nyssa will share strategies for conducting user research in a relevant way for any size of business – from startup to big tech and everything in between.

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August 15, 2022
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  1. How to run user research at any scale
 from startup

    to big tech Nyssa Packard | Senior Director, Insights | Skyscanner
  2. User research focuses on understanding user behaviours, needs and motivations

    through observation techniques, task analysis and other feedback methodologies. Wikipedia, definition of ‘user research’
  3. Why?
 
 User Research matters Nyssa Packard | Skyscanner

  4. Nine of the top 20 reasons for startup failures –

    and five out of the top 10 – were related to customers – not meeting customers’ needs, not listening to them or even ignoring them. In fact, the number one reason why start-ups fail was “no market need.” In other words, there was no customer. Why Start-ups Fail, Forbes, May 2019
  5. By neglecting to research customer needs before commencing engineering efforts,

    entrepreneurs end up wasting valuable time and capital on MVPs that are likely to miss their mark. These entrepreneurs are like sprinters who jump the gun: They’re too eager to get a product out there. Why Start-ups Fail, Harvard Business Review, May-June 2021,
  6. 
 
 
 Grow your business. Save time.
 Save money.


    Better decisions.
  7. “ “ We spent way too much time building it

    for ourselves and not getting feedback from prospects — it’s easy to get tunnel vision.
 
 
 - eCrowds founders
  8. “ “ Startups fail when they’re not solving a market

    problem…We had great tech, data, reputation, expertise, advisors, etc… but what we didn’t have was a business model that solved a pain point in a scalable way.
 
 - Treehouse Logic founders
  9. “ “ It’s easy to get tricked into thinking your

    thing is cool. You have to pay attention to your customers and adapt to their needs.
 
 
 - VoterTide founders
  10. Entrepreneur Researcher Leader

  11. User Research mission & JTBD 1. Land current product roadmap

    as successfully as possible with users 2. Identify the greatest opportunities to improve user experience and fuel growth for the future Deliver actionable insights that improve user experience and accelerate business growth
  12. What?
 
 Questions user research can address Nyssa Packard |

    Skyscanner
  13. Product Development Flow @ Skyscanner Discovery

  14. generative research evaluative research experiment learn, monitor How can we

    achieve PMF? How can we simplify our IA? How can we improve user retention? Where are growth opportunities? Which new features should we prioritise? How can we reduce cart abandonment? How can we improve conversion? How can we improve success at launch? How much did this change move the needle? Where should we focus to optimise user experience? Discovery
  15. experiment learn, monitor generative research evaluative research experiment learn, monitor

    generative research evaluative research experiment learn, monitor Risk / Effort + = - Discovery
  16. Big Bets (strategic) Local Maxima (tactical) Evaluative research Experiment Learn

    & launch Monitor Generative research Experiment Learn & launch Monitor
  17. How?
 
 Running research on your own as a startup

    Nyssa Packard | Skyscanner
  18. Research 101 • Business objective / decisions • Research objective

    / questions • Method – how to get the right data
  19. Research methods Behavioral Attitudinal Qualitative Quantitative Ethnography Diary Study Data

    Mining Eyetracking A/B Testing Card Sorting Surveys Interviews Focus Groups Conjoint Usability Testing
  20. Behavioral Attitudinal Qualitative Quantitative Ethnography Diary Study Data Mining Eyetracking

    A/B Testing Surveys Interviews Focus Groups Conjoint Usability Testing Card Sorting + Dogfooding Immersions Guerrilla testing + Freesearch methods
  21. My story

  22. Building for PMF Winning idea Idea space

  23. Advice Risk of guessing wrong Don’t know about wine Generic

    supermarket selection Expert selected Unique, small batch wines not found in retail Education through notes & tips Reorder with discount Impress guests Enhance meal Unwind Tasting notes Pairing notes, recipes Story to tell Small winery focused wine subscription Personal wine passport & reviews Be refined Pairing tips Trusted favorites Value Proposition Canvas
  24. Building for PMF Winning idea Idea space

  25. Concept Evaluation

  26. Building for PMF Winning idea Viability Feasibility Desirability Idea space

  27. Survey run on Facebook, Instagram Branding LIKING MEMORABILITY

  28. None
  29. Freesearch methods Behavioral Attitudinal Qualitative Quantitative Ethnography Diary Study Data

    Mining Eyetracking A/B Testing Surveys Interviews Focus Groups Conjoint Usability Testing + Dogfooding Immersions Guerrilla testing +
  30. Who?
 
 Ready Researcher One Nyssa Packard | Skyscanner

  31. Set up to succeed. • Experienced User Researcher • Set

    priorities & expectations • Prod dev process integration
  32. UX Planet: In demand skills for UX Researchers Skills to

    look for
  33. UX Planet: In demand skills for UX Researchers Qualifications to

    look for
  34. Who else?
 
 Smells like team spirit Nyssa Packard |

    Skyscanner
  35. Agency model MG R UR UR PM PD … PM

    PD … PM PD … PM PD … PM PD … PM PD …
  36. Agency model

  37. Democratised model MG R UR UR PM PD … PM

    PD … PM PD … PM PD … PM PD … PM PD …
  38. Embedded model PM PD UR PM PD UR PM PD

    UR PM PD UR PM PD UR PM PD UR
  39. Hybrid model MG R QN T OP S PM PD

    UR PM PD UR PM PD UR PM PD UR PM PD UR PM PD UR
  40. Why user research matters
 What questions research can answer
 How

    you can do research fast & free
 Who to hire as your first user researcher
 How to structure the team as you scale Nyssa Packard | Skyscanner
  41. Thanks! Join me at 1:10 in the Expo for the

    Q&A Roundtable Nyssa Packard | Senior Director, Insights | Skyscanner