Michelle Pickrell & Ruth Ellison - A Framework for Creating Actionable Insights - Transcript

N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
c ied ed b a he a i h a h i a i .
www captionslive com au | captionslive outlook com |
UX A a a
D R a c Da 3
F a , 19 Ma c 2021
Ca ioned b : Hila Cadd

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If o a e in e e ed in ing Do e ail a a e ea ch e o i o o fo
anal i o ma be o ' e in e e ed in he a omic a of doc men ing
e ea ch finding ha I oke abo , I ha e an e ended f ee ial fo o
all oda , o if o follo he link, o can ign and ge 60 da fo
f ee. And I can o hi in he cha a ell. Thank o all o m ch fo
ha ing me. I ' been a lea e, and I ho e ha o enjo he la fe
alk of he confe ence.
STEVE BATY: Thank o , L c . Tha a a e ome. Thank o .
LUCY DENTON: Thank o .
STEVE BATY: We ha e one mo e e en a ion fo oda , and hile e
a e goodb e o L c and ai fo Michelle and R h o join, I an o
ake a momen o hank he on o of he confe ence once mo e,
am li de, a kable... hank o all fo o o h o gho he la
h ee da and h o gho 2021. We a e e fo na e o ha e a g o
of on o ho ha e been o i e of he e en ha e on o e a
n mbe of ea . So hank o all e m ch fo ha .
Hello R h, hello Michelle, nice o ee o bo h.
RUTH ELLISON: Hello S e e, nice o ee e e one.
STEVE BATY: We a e ead hen o a e ead . So I ill h o o o .
RUTH ELLISON: I'm j going o ha e m c een. J bea i h me.
Can e e one ee hi .
STEVE BATY: Ye .

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RUTH ELLISON: Good af e noon e e one. We' e ha o be clo ing hi
onde f l confe ence. Af e h ee fan a ic da of e en a ion o ' e
been lea ning a ange of echni e and me hod of ho o do g ea
e ea ch f om echni e , die and (INAUDIBLE) bia e . Toda ho o
g ea ac ionable in igh , he da a e' e been ga he ing and collec ing
in o o e ea ch. Thi i no mal a half o f ll da o k ho ha e n.
So hi e e one, m name i R h Elli on, I'm f om Canbe a,
Ng nna al co n . I ' been o king in he de ign and e ea ch field fo
he a 19 ea ac o go e nmen , I'm a iona e ho e g o
c l e . I c en l head eciali in o Fede al Go e nmen .
MICHELLE PICKRELL: I'm Michelle Pick ell, calling in f om S dne . I'm a
UX de igne and ha e o ked in UX fo almo nine ea in a mi of
go e nmen , I al o ecen l fini hed a PhD.
RUTH ELLISON: Doe hi o nd familia . Yo ' e gone a done a ange of
e ea ch, o od c manage i on o back a king if o can ha e
e ea ch finding a oon a o ible and in he mean ime o ' e going
oh m God ha can I do i h all ha da a. B i ' no he da e ha f om
e ea ch ha im ac ha od c .
MICHELLE PICKRELL: Re ea ch i able ell ha i ha ening, he ea
i ake mo e anal i and e lo e o nde and h ome hing i
ha ening. We' e al o no iced ha he o d "in igh " i ome ime
mi ed. A hi ah in he a icle: ( ead ).

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RUTH ELLISON: A Michelle men ioned i ' of en deci ion in in igh o i
migh be ef l o e lain a ela ion hi . The e ice of da a hich i he
a n oce ed fac a e all in he fo m of n mbe o fac . Ne
finding , he finding a e ba ed on ha d and fa ob e a ion and hing
e ob e e ha hel all he da a in o b cke , i o ide mo e
con e . The ne one i in igh , hich i gene a ing and anal ing ho e
finding . I ' ene a ing o nlock an o o ni , and finall he
ac ionable in igh hich in i e ac ion .
No , no all e ea ch gene a e in igh and ha ' he ca e. I can
be a egic o e able, i offe de enden on he age o od c i
a and al o he e ea ch of he o gani a ion hich Je Nichol ea lie
co e ed a ic la l ell. I of en ha e akeholde a R h he did
g ea e ea ch b e' e no i e e ha o do i h all hi e ea ch.
The e a e man diffe en a ha c ea e in igh . The fi , e a i h
ga he ing da a h o gh o e ea ch, like iang la ion, ge ing da a f om
a ange of o ce . The ne age abo making en e of ha da a,
anal ing da a. Thi lead o he hi d age hich i finding heme and
c ea ing finding . The fo - heel d i e age, o c ea e he in igh . No
all finding c ea e in igh . So he e' ano he heme of leading o one o
mo e in igh . In igh ma be og am ide o ecific com onen i hin
o od c of e ice. Once e' e c ea ed in igh e need io i i e on
he e ice goal. The ne age i efine niece in igh and make i
ac ionable. Thi age ake a e long ime and I do i o e and o e
again o ge en h ia m hi age. And he final age i o o gani e
in igh in o dige ible fo ma .
Yo ha e hea d of g ea a o ha e hi e ea ch, hi ma be a
i al ma , a collec ion of ideo , ho ca e , e en an em a h alk.

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Some hing e' e lea ned i ha e of en ha e le and le ime a
e ea che . Fo he e of oda ' e ion e ill be folk ing on e
fo o i of he f ame o k. O e o o Michelle.
MICHELLE PICKRELL: So along ide he f ame o k e c ea ed a can a
o hel mo e h o gh he diffe en e f om nde anding he
ojec o c ea ing ho e objec ionable in igh . The e a e he e and
he info ma ion ha e find i needed o c ea e ac ionable in igh . We' e
all n h o gh an cam b le ' go h o gh in de ail fi . The o line
incl de he backg o nd o he ojec incl ding an con ain he
com an i o king in. The econd bo e lo e he a eg behind he
ojec , follo ed b ho he deci ion make a e ho ill be aking ac ion
on he in igh and ho e deci ion make ' goal , mo i a ion and d i e
fo he ojec .
The econd line de elo in o he lea n a ing i h a
ha ening. Thi i o finding hich come f om anal i of he da a.
We hen an o iden if h i i ha ening. Thi migh be f om
backg o nd e ea ch o kno n info ma ion abo a em. And hen i h
he ha and he h e c ea e he in igh . And hen he final o i fo
he ac ionable in igh . Which a e c ea ed b ef aming he in igh ba ed
on he backg o nd of he ojec , he deci ion make and hei goal ,
mo i a ion and d i e . No , ha a a bi of a c a h co e o le ' go
h o gh an cam .
So R h and I decided o do a bi of e ea ch ba ed on a
h o he ical b ief e made . He e i he b ief, o o clien , e lo e
a el agenc i ba ed in a o la o i de ina ion, ell kno n fo
o iding a ange of a el e e ience . When he COVID andemic fi
hi he e e b fielding in i ie f om o ied clien abo coming
a el booking . Since hen booking ha e o ed. To o e a o in he

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a ea ha e all been hi eall ha d i h a fe ha ing o clo e do n and a
n mbe of o he on he b ink of clo ing. The o ne of e lo e a el
agenc ho e name' Ma i eall a iona e abo he o n. She
mo ed he e 10 ea ago af e falling in lo e i h he lace. Ma o ld
lo e o ho ca e hei o n and b ild he b ine back m. Whil he
lace feel like a gho o n e ic ion a e lo l a ing o ea e. Ma
hink i o ld be a good o o ni o e i ali e he b ine , he o n
and he o o e a o in he a ea. She hi ed e ea che o hel he
iden if o o ni ie fo he and ee ha di ec ion he ma need o
i o he b ine in he e o -COVID ime . The backg o nd, a a
e l of COVID a el in he a ea ha e o ed and b ine e ha e lo
em lo ee and income. The a eg i o and ge o i m back in he
a ea, nde and eo le' beha io and d i e a o nd a el a ell a
o o he b ine e in he a ea. O clien i Ma and he goal ,
mo i a ion and d i e a e o e i ali e he b ine and ee he
comm ni h i e.
RUTH ELLISON: The ne a i abo ha i ha ening and he h .
E en iall lea n i a combined collec i el i ched da a i h o
kno ledge and kill . Da a e ha e ga he ed h o gh e die and
mo e. And e find a e n ac o he da a. So I lea ned hi i abo
ho o d a in kno ledge and he ie , he h nde l ing need and
mo i a ion , i ' al o abo he kno ledge ha e nde and, in hi
ca e, a el ind .
MICHELLE PICKRELL: So ne e j m ed in o he e ea ch. We
in e ie ed 10 eo le ho had ecen l lan a i o e e in he oce
of lanning a i . We a ked hem e ion abo ha fac o he had
aken in o acco n and ho COVID had affec ed hei lanning. We hen

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cond c ed o anal i and he e a e o of he hing ha e fo nd. Fi
of all, hen booking a e ice o ide incl ding fligh accommoda ion
and ac i i ie , eo le e e feeling ca io and an io abo he he
he co ld ge a ef nd in he i a ion change a a e l of COVID and
he ' e nable o a el. And he econd finding a ha eo le fo nd i
diffic l o find he mo o da e a el e ic ion and a an ine.
So fo he o e of oda e'll be foc ing on he fi finding,
a o nd eo le' an ie o book a el. We hen an ed o e lo e h
hi i ha ening. F om doing ome f he e ie of info ma ion, e
fo nd ome eo le' e e ience a he a of COVID he e e-booked
a el had o be cancelled d e o he changing e ic ion . Some had lo
mone and o he e e gi en c edi ha had o be ed nde e ic
condi ion , fo e am le, i hin 12 mon h o onl ed d ing off- eak
ea on . We al o fo nd ha a el in e e en' in e fo andemic
ela ed claim . He e' ome backg o nd a o nd ha an in igh i . The
Collin dic iona defiance an in igh a : a Nigel Holli a , a finding i
ef l an in igh i an fo ma ional.
F om doing a e ie of e i ing li e a e e iden ified fi e
cha ac e i ic of a good in igh . Fi l i ho ld be g o nded in eal da a.
Need o d a o concl ion onl f om ha e ac all ee and hea .
I need o be im le in lang age and con e . A e ea ch in igh ha i
de oid of c ic academic lang age and e aigh fo a d o d i fa
mo e effec i e. I ' al o im o an o onl ha e one ke conce e
in igh o make deci ion make emembe i . I need o be meaningf l
and memo able. In e e ea ch in igh a e eall e ce f om a
la ge o . En ing o in igh ell a o ill make hem mo e
meaningf l fo o akeholde . And he ho ld be a f e h e ec i e.
Ho man ime ha e o hea d akeholde a , oh, b e
al ead kne ha . An in igh ho ld be a ne a of ie ing he o ld

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ha ca e o e-e amine e i ing con en ion and challenge he
a o. We' e become n mb o ce ain in igh if e feel a ho gh
he a e einfo ced o challenge o c en kno ledge and belief. The e
ho ld be a line o a egic io i ie and b ine goal . A Je al o
aid ea lie in he fan a ic alk, hen an in igh i clo el aligned, i '
mo e likel o d i e ac ion. In igh ba ed on ke e fo mance indica o
and o he ke me ic inhe en l engende a en e of genc ha o he
da a on' . I ' ea o in e e and ojec in o ac ical e on e
beca e he of en di ec di ec l o he le e in o b ine . So le '
ge back o he can a .
So e had o ha and h . So i a ime o i e o in igh .
Ba ed on he ha and he h he in igh a d e o he eg la l
changing COVID-19 i a ion eo le like confidence o book a el i ho
ome fle ible ef nd olicie in lace o handle ne ec ed change d e
o COVID.
RUTH ELLISON: So he final age of he can a i ning he in igh
in o an ac ionable one. One of he ke diffe ence i ha hen la ing he
con e f om he in igh he nde anding ha e ha e of he a egic
goal of he o gani a ion, al o he deci ion make goal , he mo i a ion
and d i e , hi deci ion ge o e looked, b i ' ke f om mo ing f om
he deci ion make hing ha hi i in e e ing, I need do ome hing
abo hi . Fo he o e of oda e'll ho one me hod.
Thi h ee en e c e and me hod i f om io hinking. I
a i h en ence one, he i a ion, hi i e ing he con e fo
in igh a emen , de c ibing he c en i a ion and common beha io
e ha e lea ned b e ea ch, ca e bo h en i onmen and he im le
ob e a ion of he gi en i a ion going on i hin hile icall foc ing
on one of h ee hing hich i ime, mo ion and ace. Fo o e am le,

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e' e looking fo a d o ha e been a b eak, b i ' diffic l o decide ho
o book i h.
The ne a of hi a emen i he f a ion. Thi i de c ibing
a dilemma he e on face , a ic la l he ide f a ion in hei
li e , nde anding he ba ie ha and in he a of achie ing he
e on' need and de i e , and ha e an emo ion, e need o fi hi
e on e. An obliga ion o add e he i a ion. I'm feeling an io abo
booking in ca e e can' ge a ef nd. A ailabili o he e ice o ide
ch a ai line , ac i i ie , al o finding o ha he ef nd olicie a e.
The final a i he f e de i e. Thi i he e en de i e and
a ing o b ine e l ill ge mo ing o od c o e ice. I '
no defining ol ion b con e ing ho he e on o ld like o feel o
he ho ed e e ience in he f e. In ide hel e lo e o ibili ie hen
o ge locked do n he f e a h oo ea l b nde anding he
beha io o c ea e a la fo m o de i e .
MICHELLE PICKRELL: We all an o e ea ch o ha e he g ea e
im ac o ible. An in igh need o in i e ac ion. Wha i ome of he
a ha e can o k i h o akeholde o ake ac ion. A L c
men ioned in he e io alk, i ' be no o gi e hem a e o and
lea e hem o i . In ead o k i h o eam and e ec i e o emind
hem of he in igh , om deci ion and con in e infl ence n il o
can ee ac ion. Wo k i h o od c manage ing he in igh o
info m he di ec ion and i ion. We can n e ion b aking he
ac ionable in igh and ning i in o a ho migh be a emen ha can
be ed o b ain o m ol ion .
No , e al a lo e feedback, e ion and commen on o
o k. If he e i ime e'd lo e o ake a co le of e ion no .
O he i e, feel f ee o each o . Thank o .

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STEVE BATY: Thank , R h, hank Michelle. We ha en' had an
e ion o ed. And gi en he a he da ha gone, hich ha been
i e b . I hink e'll a e i he e. Thank o bo h e m ch. Kee
an e e on he cha , b I hink e'll le o go and e'll le e e bod go.
MICHELLE PICKRELL: Thank fo ha ing S e e.
RUTH ELLISON: Thank e e one.
STEVE BATY: Thank e m ch. So hile e a goodb e o R h and
Michelle, ha b ing o he end of De ign Re ea ch fo 2021. I an o
hank all of o e en e fo doing ch a onde f l job o e he la
h ee da in deli e ing ome eall eall ell ho gh h o gh and ell
a ic la ed con en fo . The e' o man in he De ign Re ea ch o
a o head a o nd, ho e lan, engage, ha e ion e' e a king
and ho e anal ed o da a, ho e make en e of i , ho e e o
i , comm nica e i h o he . I an o ake a momen o emind
e e bod abo he im o ance of h e do hi o k. The abili o
nde and eo le and ho he engage i h he o ld, ha ' im o an
o hem, ha he need, ha he an . Wha hold meaning and
ignificance fo hem a he na iga e o o ld i a c i ical a of o
abili o de ign good od c , de ign good e ice , de ign good
b ilding and en i onmen , o en ace and blic ace fo eo le o
lead good li e .
The o k ha e do a de ign e ea che and he o k ha goe
in o de ign e ea ch i a c i ical com onen a e' e een and hea d o e
he la h ee da o o abili o do good de ign o k fo o
go e nmen , o in i ion and o o gani a ion , o k be e and mo e

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Michelle Pickrell & Ruth Ellison - A Framework for Creating Actionable Insights - Transcript

Michelle Pickrell & Ruth Ellison - A Framework for Creating Actionable Insights - Transcript

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Michelle Pickrell & Ruth Ellison - A Framework for Creating Actionable Insights - Transcript

Michelle Pickrell & Ruth Ellison - A Framework for Creating Actionable Insights - Transcript

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