Data Driven UX Research: Workshop on how to get the best out of Ethnography, Surveys and Online Behavioral Data.

UXINDIA2019: India's biggest international conference on User Experience Design which is being celebrated on Sep 9, 10 & 11 at Novotel HICC, Hyderabad.
www.ux-india.org/uxindia2019
#ux #uxindia #uxindia2019 #designthinking #uxi19 #uxconference #umodesign

Transcript

2. Data Driven UX How to get the best out of Ethnography, Surveys and Online Behavioral Data!
3. Agenda [15 min] Introduction 8.30-8.45am [15 min] What is mixed method research? 8.45-9am [15 min] How to kickstart a data quest within your company? 9-9.30am [30 min] How to measure success? Metrics, conversions, sessions, leads etc. 9.30-10.30am ------------------------------------------------------Break--------------------------------------------------------- [15 min] Getting maximum alignment 11-11.15am [30 min activity] Case Study 11.15-11.30am [30 minute presentation] Create your own story! 11.30-12pm [10 minute discussion] Closing comments and Q&A 12-12.05pm
4. Research and Insights Team DBS, Singapore
6. What is Mix Methods research?
10. SG Reason Emergency (16.95%) and large purchases (Car Purchase, Credit Card repayment, Large purchases) Where they look to Personal Loan (44.1%) and Family and Friends (41.2%) How they think it’s easiest to secure a loan 79.4% favoured Banks, followed by Money Lenders, then Online Platforms Both have similar motivations, but perceptions/relationships with Money Lenders are much different Motivations HK Reason Emergency and large purchases (Car Purchase/Credit Card repayment) Where they look to Borrow from friends and family (64.29%), Personal Loan falling far behind at 14.29% How they think it’s easiest to secure a loan 50% thought Money Lenders would be the easiest, followed by Online Platforms (35.71%), and finally Banks SAME UNIQUE UNIQUE
11. Mar 2019 Digital IPA Unmoderated user testing
12. Test flow Questionnaire 1: Baseline intent Questionnaire 2: Landing page Questionnaire 3: Application form Questionnaire 4: Dashboard Instructions: Landing page Briefing Debriefing Instructions: Application form Instructions: Dashboard Landing page Application form Thank you page Dashboard
13. 2 truths and a lie! A/B test + Customer Interviews? Survey + Customer Interviews? Funnel Analysis + Customer Journey Maps?
14. How to kickstart a dataquest in your company?
15. Start by asking what do we have?
16. • Customer Support • Sales Data • Online Behavioral Data • Design Reviews and Critique Documentation • If not, talk to people, a lot of people and build your own repository
17. Example
18. The User Interaction on Travel Insurance Listing Page
19. Why? • Demonstrate the capability of Analysis with Data Infrastructure • Fulfill our curiosity about our visitors by data storytelling • Encourage sharing of domain knowledge & ideas • Potentially improve our revenue by working together
20. How do our User purchase Travel Insurance with us? Searching Use filter to search Check the details and compare Comparing Purchase insurance on website/insurance provider Purchase
21. Data we used - Date: 2018-12-21 to 2019-02-25 - Organic Sessions - Session visited SG TI Listing Page - Known bot and internal user excluded
22. Step I - Apply a filter Searching Use filter to search Check the details and compare Comparing Purchase insurance on website/insurance provider Purchase
23. Proportion of Sessions applied a Filter Desktop: 54.7% Mobile: 45.7%
24. Step II - Show more detail Searching Use filter to search Check the details and compare Comparing Purchase insurance on website/insurance provider Purchase
25. Proportion of sessions clicked show more detail Desktop : 32.1% Mobile: 28.4% Desktop : 12.2% Mobile: 10.6%
27. How do we design powerful and valuable experiences? True partnership between teams: business, UX team, sales, customer support etc. Thus our sources of defining the problem should reflect this cross functional mindset.
28. Tracking Research [15 minute activity] How to measure success? Metrics, conversions, sessions, leads etc.
29. At the end of the day We are all in the business of people!
30. As a Researcher and Strategist My focus has always been to build products and teams that creates true value for the customer cliche I know but there just isn’t another way!
32. huh?
33. Why?
34. I must RESIST!
36. Design Thinking Framework Design Scaling Optimize and Evolve Design Thinking Design Making
37. Designing Product Experiences Data Tech Design Data Tech Design
38. The Prep
39. Step 1: What matters to Business?
40. Step 2: What makes customers tick?
41. Step 3: Map
42. Case Study 1 • Survey (Profiling Users), first timer vs power users/single vs repeat users • Prototype Testing, what is desirable? • Customer Journey Mapping, powerful design objects
46. Case Study 2
47. So what did we learn?
48. Documentation • Storytime! • Reports • Slide Decks • Slack Updates • Team OKR’s
53. Track whatever you can! • Numbers • Stakeholder Reviews • Process Improvements • Conversion/Sessions/leads • You own them as much as others!
55. Socialise • Present • Champion • Reiterate • Give Shoutouts • Workshops • Retrospectives
56. Pressure Testing • Data Driven Approach - Keep on Validating! • Rinse-Repeat-Analyze
57. DTSP
59. $
60. $
61. $
62. $
63. Case Study - Breakout Session [30 minute presentation/activity]
64. Case: TripAdvisor believes its next $1B business is Experiences (formerly Attractions). The site offers travelers the ability to plan and book their tours, city passes, attractions, and other things to do when they travel right on the site. Deliverable: Please pull together an internal press release (product).
65. Amazon’s Working Backwards "Iterating on a press release is a lot quicker and less expensive than iterating on the product itself ."
66. Step 1: Go to TripAdvisor.com Step 2: Pick a city that you might be traveling to and go through the “things to do” experience as if you are/were planning and booking an Experience in that city. Provide an assessment: a. what is working well? what could be better in the user experience? b. what are the implications for customers? c. how you might optimize the user experience? Identify what type of data that would help you with each of the following questions.
67. PR Format <Title> <Launch Date? <Customer Problem Statement> “Previously customers have…..” <Solution Statement> “This is what we have done….” <Customer Quote // What would a customer say about this?> Key Customer FAQs Key Stakeholder FAQs 1. 1. 2. 2. 3. 3.
68. Press Release Time!
69. Thanks