Converting Research Findings in to Business Speak
description
Transcript of Converting Research Findings in to Business Speak
![Page 1: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/1.jpg)
Web Directions User Experience – Melbourne - May 2008
Converting Research Findings in to Business Speak
![Page 2: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/2.jpg)
Web Directions User Experience – Melbourne - May 2008
What I hope to share…
1) That there are different types of customer research 2) Why ethnographic research findings are more
difficult to embed in the business3) Design tools – a bucket of ideas we have tried to
solve point 2!
![Page 3: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/3.jpg)
Web Directions User Experience – Melbourne - May 2008
Stephen!
![Page 4: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/4.jpg)
Web Directions User Experience – Melbourne - May 2008
Design Research
4
Ethnographic Behavioural
Evaluative
Interactional
Structural
![Page 5: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/5.jpg)
Web Directions User Experience – Melbourne - May 2008
Interactional
![Page 6: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/6.jpg)
Web Directions User Experience – Melbourne - May 2008
Structural
![Page 7: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/7.jpg)
Web Directions User Experience – Melbourne - May 2008
Behavioural
![Page 8: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/8.jpg)
Web Directions User Experience – Melbourne - May 2008
Evaluative
![Page 9: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/9.jpg)
Web Directions User Experience – Melbourne - May 2008
Ethnographic
![Page 10: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/10.jpg)
Web Directions User Experience – Melbourne - May 2008
Brought in at the end, to being involved in the planning phase…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
![Page 11: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/11.jpg)
Web Directions User Experience – Melbourne - May 2008
Problems & solution, to patterns & opportunities…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
![Page 12: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/12.jpg)
Web Directions User Experience – Melbourne - May 2008
Example - MND
Problem: The field is too short for people to see all 8 Serial Numbers they enter.
Fix: Lengthen the field.
![Page 13: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/13.jpg)
Web Directions User Experience – Melbourne - May 2008
Example - VoguePattern: People have different buying cycles for “events” versus normal clothing. Events fall into a broad range of categories, such as school reunions, new years eve, engagement parties, weddings etc.
Opportunity: Make suggestions on event based fashion.
![Page 14: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/14.jpg)
Web Directions User Experience – Melbourne - May 2008
One page, one site, to a long term strategy…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
![Page 15: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/15.jpg)
Web Directions User Experience – Melbourne - May 2008
One discipline, one design team, the business…
Ethnographic
Behavioural
Evaluative
Interactional
Structural
![Page 16: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/16.jpg)
Web Directions User Experience – Melbourne - May 2008
User Informed Design
![Page 17: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/17.jpg)
Web Directions User Experience – Melbourne - May 2008
Design
Advertisers’ requirementsCustomer needs &
emotions
Business goals
Editorial plans & capabilities
Marketing & brand perception
Meeting or beating the competition
Technical capabilities & standards
![Page 18: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/18.jpg)
Web Directions User Experience – Melbourne - May 2008
Shared Understanding & a shared vocabulary
![Page 19: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/19.jpg)
Web Directions User Experience – Melbourne - May 2008
![Page 20: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/20.jpg)
Web Directions User Experience – Melbourne - May 2008
What would Anne, Chris or Adam want?
![Page 21: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/21.jpg)
Web Directions User Experience – Melbourne - May 2008
![Page 22: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/22.jpg)
Web Directions User Experience – Melbourne - May 2008
Design is Negotiation
![Page 23: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/23.jpg)
Web Directions User Experience – Melbourne - May 2008
Feature Analysis Matrix
Business Listings
Competitor/Peer Review
![Page 24: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/24.jpg)
Web Directions User Experience – Melbourne - May 2008
Feature Analysis Matrix
![Page 25: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/25.jpg)
Web Directions User Experience – Melbourne - May 2008
Design is Innovation
![Page 26: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/26.jpg)
Web Directions User Experience – Melbourne - May 2008
![Page 27: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/27.jpg)
Web Directions User Experience – Melbourne - May 2008
![Page 28: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/28.jpg)
Web Directions User Experience – Melbourne - May 2008
Research Cards
![Page 29: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/29.jpg)
Web Directions User Experience – Melbourne - May 2008
Design Tools – Learnings (So Far)• Should be stand-alone, digestible, snappy• Reusable and adaptable by anyone in the business • Aren’t prescriptive but encourage exploration• Designed to help create a shared understanding, or
support negotiation & innovation
![Page 30: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/30.jpg)
Web Directions User Experience – Melbourne - May 2008
Thanks to the team for letting me show their work!
Questions or More examples?
![Page 31: Converting Research Findings in to Business Speak](https://reader033.fdocuments.in/reader033/viewer/2022060110/55617e80d8b42ade208b5434/html5/thumbnails/31.jpg)
Web Directions User Experience – Melbourne - May 2008
Notes• Slide 3 – Photo courtesy of Stephen Cox. Hear his presentation, which predeeds this one at:
http://www.webdirections.org/resources/stephen-cox/• Slide 5 – Photo courtesy:
http://www.computerhistory.org/timeline/images/1950_swac_large.jpg• Slide 6 - Photo courtesy: http://www.allposters.com/-sp/City-Street-Signs-
Posters_i1815309_.htm• Slide 7 - Photo courtesy: uwstopia.nl/files/2006/11/statistics.jpg• Slide 8 - Photo courtesy: www.artagogo.com/reviews/sjma/Tupperware.jpg• Slide 9 - Photo courtesy: http://www.jamd.com/search?
assettype=g&assetid=3381043&text=horse+race+spectator+1950• Slide 16 – “User Informed Design” As quoted by Jared Spool - Journey to the Centre of
Design, IA Summit 2008 http://www.uie.com/brainsparks/2008/04/23/ia-summit-keynote-journey-to-the-center-of-design/
• Slide 25 - Indi Young’s presentation at Web Directions North 2008 suggested that innovation doesn’t naturally guarantee success – focussed innovation based on understanding what users want is the key. http://www.webdirections.org/resources/indi-young-innovation-with-mental-models/