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
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Transcript

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2. Data Driven UX
   How to get the best out of Ethnography, Surveys and Online
   Behavioral Data!
   

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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
   

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4. Research and Insights Team
   DBS, Singapore
   

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6. What is Mix Methods research?
   

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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
    

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11. Mar 2019
    Digital IPA
    Unmoderated user testing
    

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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
    

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13. 2 truths and a lie!
    A/B test + Customer Interviews?
    Survey + Customer Interviews?
    Funnel Analysis + Customer Journey Maps?
    

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14. How to kickstart a dataquest in your company?
    

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15. Start by asking what do we have?
    

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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
    

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17. Example
    

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18. The User Interaction on Travel Insurance Listing Page
    

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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
    

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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
    

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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
    

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22. Step I - Apply a filter
    Searching
    Use filter to search Check the details and
    compare
    Comparing
    Purchase insurance
    on website/insurance
    provider
    Purchase
    

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23. Proportion of Sessions applied a Filter
    Desktop: 54.7%
    Mobile: 45.7%
    

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24. Step II - Show more detail
    Searching
    Use filter to search Check the details and
    compare
    Comparing
    Purchase insurance
    on website/insurance
    provider
    Purchase
    

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25. Proportion of sessions clicked show more detail
    Desktop : 32.1%
    Mobile: 28.4%
    Desktop : 12.2%
    Mobile: 10.6%
    

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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.
    

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28. Tracking Research
    [15 minute activity] How to measure success? Metrics, conversions, sessions, leads etc.
    

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29. At the end of
    the day
    We are all in the
    business of people!
    

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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!
    

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32. huh?
    

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33. Why?
    

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34. I must RESIST!
    

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36. Design Thinking Framework
    Design Scaling
    Optimize and Evolve
    Design Thinking Design Making
    

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37. Designing Product Experiences
    Data
    Tech
    Design
    Data
    Tech
    Design
    

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38. The Prep
    

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39. Step 1: What matters
    to Business?
    

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40. Step 2: What
    makes customers
    tick?
    

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41. Step 3: Map
    

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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
    

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46. Case Study 2
    

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47. So what did
    we learn?
    

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48. Documentation
    ● Storytime!
    ● Reports
    ● Slide Decks
    ● Slack Updates
    ● Team OKR’s
    

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53. Track whatever you can!
    ● Numbers
    ● Stakeholder Reviews
    ● Process Improvements
    ● Conversion/Sessions/leads
    ● You own them as much as others!
    

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55. Socialise
    ● Present
    ● Champion
    ● Reiterate
    ● Give Shoutouts
    ● Workshops
    ● Retrospectives
    

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56. Pressure Testing
    ● Data Driven Approach - Keep on Validating!
    ● Rinse-Repeat-Analyze
    

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57. DTSP
    

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59. $
    

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60. $
    

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61. $
    

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62. $
    

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63. Case Study - Breakout Session
    [30 minute presentation/activity]
    

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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).
    

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65. Amazon’s Working Backwards
    "Iterating on a press release is a lot quicker and less expensive than iterating on
    the product itself ."
    

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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.
    

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67. PR Format
    
    
    “Previously customers have…..”
    
    “This is what we have done….”
    
    Key Customer FAQs Key Stakeholder FAQs
    1.
    1.
    2. 2.
    3. 3.
    

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68. Press Release Time!
    

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69. Thanks
    

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