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

What do you do after you finish a few rounds of user research and have a range of great findings? How do you transform these findings into insights that drive action? Moving from the stages of findings, to insights, to actionable insights can be a daunting process, with no clear steps around how to progress from one stage to the next. In our talk, we will share a framework and a canvas which can be used to help move from findings to actionable insights.

Transcript

1. 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
2. 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 . Page 111 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 .
3. 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 . Page 112 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 ).
4. 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 . Page 113 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.
5. 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 . Page 114 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
6. 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 . Page 115 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
7. 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 . Page 116 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
8. 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 . Page 117 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,
9. 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 . Page 118 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 .
10. 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 . Page 119 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