UXINDIA18 - Reasons Your Company Should Care About UX Research

Case Study 30 min - Day 2

Transcript

2. Reasons Your Company Should Care About UX Research Gunjan Sobhani (Co-Presenter) Senior UX Researcher Ilker Yengin (PhD) UX Research Lead
3. “UX Research is a team sport that I drive at peer-to-peer ridesharing champions, global science, technology & innovation leader institutes in Asia. ”
4. “Start with the user experience and work backward to the technology” Steve Jobs
5. Product Company Anatomy A product manager is responsible for orchestrating the various activities associated with ensuring that a product is delivered that meets users' needs. Wikipedia PRODUCT MANAGER
6. Product Company Anatomy Developer is a person who programs computers to match the requirements of a systems analyst . Wikipedia DEVELOPER
7. Product Company Anatomy A designer is an agent that "specifies the structural properties of a design object”. Wikipedia DESIGNER
8. Product Company Anatomy DESIGNER PRODUCT MANAGER DEVELOPER + +
9. Innovation Innovation can be defined simply as a "new idea, device or method". However, innovation is often also viewed as the application of better solutions that meet new requirements, unarticulated needs, or existing market needs. Wikipedia
10. The first mobile phone call was made by Motorola employee Martin Cooper on April 3, 1973.
11. Growth Ferment Time Take-Off Maturity Discontinuity http://ideagenius.com/the-s-curve-pattern-of-innovation-a-full-analysis/
12. http://ideagenius.com/the-s-curve-pattern-of-innovation-a-full-analysis/ INNOVATION WINDOW Growth Ferment Time Take-Off Maturity
13. HOW??? Growth Ferment Time Take-Off Maturity INNOVATION WINDOW
14. [https://www.extension.harvard.edu/professional-development/blog/innovation-strategy-4-key-tactics-top-growth-companies]
15. Growth Ferment Time Take-Off Maturity [https://www.extension.harvard.edu/professional-development/blog/innovation-strategy-4-key-tactics-top-growth-companies] Innovation Strategy INNOVATION WINDOW
16. Find the next S-curve…. Growth Ferment Time Take-Off Maturity INNOVATION WINDOW Innovation Strategy
17. Find the next S-curve Lean on CUSTOMERS Growth Ferment Time Take-Off Maturity INNOVATION WINDOW Innovation Strategy
18. Find the next S-curve Lean on CUSTOMERS Growth Ferment Time Take-Off Maturity INNOVATION WINDOW Innovation Strategy
19. Ferment Time Take-Off Maturity Growth Find the next S-curve…. Innovation Strategy INNOVATION WINDOW
20. Find the next S-curve Lean on customers Think like a designer Lead the way Design Thinking Ferment Time Take-Of f Maturity Growth Innovation Strategy INNOVATION WINDOW
21. [https://hbr.org/1985/05/managing-innovation-controlled-chaos]
22. Design Thinking Ferment Time Take-Off Maturity Growth • Low early costs • Flexibility and quickness • Long time horizons • Incentives • Availability of capital Multiple approaches Need orientation Experts and fanatics [https://hbr.org/1985/05/managing-innovation-controlled-chaos] [X] Innovation = Controlled Chaos INNOVATION WINDOW
23. Show the value Find capital to grow [X] Innovation Success Formula Have a great and dedicated team Know the Customers Have great ideas Create low early costs solutions Try multiple ideas and validate them quickly
24. Meet the new breed UX Researcher is a person who systematically investigates users and their requirements, in order to add context and insight into the process of designing the user experience. UX RESEARCHER
25. Show the value Find capital to grow [X] Innovation Success Formula Have a great and dedicated team Know the Customers Have great ideas Create low early costs solutions Try multiple ideas and validate them quickly UX RESEARCHER
26. Innovation Success Formula Have a great and dedicated team UX RESEARCHER Help the team make good decisions. Advocate the users voice from the first brainstorm through launch decisions.
27. Innovation Success Formula Have a great and dedicated team UX RESEARCHER 70% of buying experiences are based on how the users experience is being treated. 32% of users will leave the brand they love after just a single bad experience. 70 % of the projects fail since they cannot meet the users’ needs to get a higher acceptance. Know the Customers
28. Innovation Success Formula Have a great and dedicated team UX RESEARCHER More than 3 users out of 5 think that a positive experience is more influential than a strong advertising. People are willing to spend up to 16% more services that offer greater experience. Know the Customers
29. Innovation Success Formula Have a great and dedicated team Know the Customers Have great ideas UX RESEARCHER Educate the team about user. Recommends strategic insights.
30. Innovation Success Formula Have a great and dedicated team Know the Customers Have great ideas UX RESEARCHER
31. Double Diamond
32. Innovation Success Formula UX RESEARCHER [X] Create low early costs solutions Try multiple ideas and validate them quickly Cost of bad UX in IT project management is about $150 billion across all industries. Proper UXR may reduce the development time by 33% to 50%. UXR reduces the cost of user support. McAfee had % 90 reductions in support cost after usability testing.
33. Innovation Success Formula UX RESEARCHER [X] Create low early costs solutions Try multiple ideas and validate them quickly AGILE UX RESEARCH METHOD
34. Design Thinking Ferment Time Take-Off Maturity Growth • Low early costs • Flexibility and quickness • Long time horizons • Incentives • Availability of capital Multiple approaches Need orientation Experts and fanatics [X] Innovation = Controlled Chaos INNOVATION WINDOW
35. AGILE UX RESEARCH METHODOLOGY
36. Senior UX Researcher - Olacabs Double sided marketplace - Drivers & consumers
37. AGILE UXR
38. Agile UX Research Template
39. Guerilla Testing Low cost & quick method for making user testing simple, short & flexible in places like coffee shops, parks, malls & public places for taking quick feedback from users.
40. Round 1 Round 2
41. User sees this as a pick point screen
42. https://medium.com/ux-research-notes Ilker Yengin (PhD): ilkyen@gmail.com Gunjan Sobhani : gunjan1801@gmail.com
43. User Centric Design & Research Generative & Evaluative Research Methodologies
44. How Agile Research Fits in... Research in a product based company