incrementally, it retains only incremental value. If UX research is not a part of “big moments” when companies pursue transformation and disruption, those transformative deliverables suffer as a result.
remain anonymous • Dive into the stakeholder’s specific goals for quarter, year, or five-year plan • Ask what concerns them the most • Ask what they’d most like to know, explore, or understand • Ask what stands in the way to success • Ask about development process and how it support / does not support this success • Be prepared for some level of tension
regarding importance of and satisfaction with existing products and services? Jobs-to-be-Done (also known as JTBD or Jobs Theory) is a method for delivering customer value and generating company growth that is rapidly being adopted for good reason: it is proven to work.
important to customers? Long-established mathematical theory: respondents evaluate all possible item pairs within a displayed set and choose the pair reflecting the maximum difference in preference or importance.
data analysis; consider using Qualtrics • Relatively large sample size (n=130 or more) • Ask content writers for help; poorly written attributes significantly impact study results o Mutually exclusive o Similar impact
unmoderated format • Helps teams vet concepts before committing significant design / dev resources • Provides lens into what about the concept resonates with customers • Drives customer knowledge within the research team • Informs GTM strategy, feature development, and messaging
writers for help; poorly written stimuli can derail from concept’s perceived value • Collaborate deeply with product managers; buy-in is important! They’re ultimately responsible for product success • Anticipate several data clustering sessions with cross-functional teams: SMEs, stakeholders, product managers