Creating a collaborative research & testing culture.

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Transcript of Creating a collaborative research & testing culture.

Page 1: Creating a collaborative research & testing culture.

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Stop hoarding data!Creating a collaborative user research & testing

culture.

@JackieMagwire | bit.ly/

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http://pixabay.com/en/elephant-skin-elephant-245071/

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http://commons.wikimedia.org/wiki/File:African_Elephant_Trunk.jpg

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http://www.wildlife-pictures-online.com/elephant-tail_kgr-0466.html

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Picture of Moz event

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Problems we faced as a growing organization

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Problems we faced as a growing organization

Silos between teams

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Lost empathy and understanding for customers

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Problems we faced as a growing organization

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Silos between teams

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Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

2

Silos between teams

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Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

4 Multiple perspectives

2

Silos between teams

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Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

4 Multiple perspectives

2

Silos between teams

Increasing number of user research

avenues5

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Lost empathy and understanding for customers

No alignment on needs, problems, and goals

1

3

Problems we faced as a growing organization

4 Multiple perspectives

2

Silos between teams

Increasing number of user research

avenues5

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Work with the people that interface with your

customer

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Marketing

Team

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Product Team

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Help Team

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Engineering

Team

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Engineering

Team

Help Team

Product Team

Marketing

Team

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# of Tickets?

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Context

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Context

What are we learning

about our competitors?

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Context

What are we learning

about our competitors?

Are there problem

spaces that we haven’t

considered?

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Context

What are we learning

about our competitors?

Are there problem

spaces that we haven’t

considered?

Do we have a holistic

picture of the info we’re

capturing?

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Context

What are we learning

about our competitors?

Are there problem

spaces that we haven’t

considered?

Do we have a holistic

picture of the info we’re

capturing?

How do our customers

feel about our product?

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Highlight Trends &

Insights

Support Research

Needs

Research Questions

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25 minutes.

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Problems

users are

having

Competitive

Insights

Use cases &

hacks

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Problems

users are

having

Competitive

Insights

Use cases &

hacks

Currently being

worked on

Quick Fix

(content)

Follow-up

needed

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Problems

users are

having

Competitive

Insights

Use cases &

hacks

Currently being

worked on

Quick Fix

(content)

Follow-up

needed

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Much more streamlined

Actionable

No more randomization

Easier to dig into the details

Empathy

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Engaged your

customer facing

channels

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Engaged your

customer facing

channels

Turned them into

researchers

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Engaged your

customer facing

channels

Turned them into

researchers

You’ve collected some

data & reported back

the outcomes

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Engaged your

customer facing

channels

Turned them into

researchers

You’ve collected some

data & reported back

the outcomes

Collaborative Research and Testing Culture is DONE!!!!

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Engaged your

customer facing

channels

Turned them into

researchers

You’ve collected some

data & reported back

the outcomes

Collaborative Research and Testing Culture is DONE!!!!

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User Research &

Testing

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• User Interviews

• Usability Testing

• Surveys

• Task Analysis

• Eye tracking

• Ethnographic studies

• Focus groups

• Card sorting

• Tree tests

• First Click tests

• 5-second tests

• Heuristic evaluations

So much user research….

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Share everything you learn to whomever will

listen

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Collaboration by participation

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Set some ground rules for participation

1 Be curious, ask questions but don’t jump to conclusions

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Set some ground rules for participation

1

2

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

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Set some ground rules for participation

1

2

3

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

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Set some ground rules for participation

1

2

3

4

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

One facilitator, at least one notetaker

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Set some ground rules for participation

1

2

3

4

5 Try to attend at least 2 tests in the loop

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

One facilitator, at least one notetaker

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Set some ground rules for participation

1

2

3

4

5

6

Try to attend at least 2 tests in the loop

Be curious, ask questions but don’t jump to conclusions

Stay in the problem-space (NOT solution-

space)

Create a clear, well-communicated plan

One facilitator, at least one notetaker

Disagreement is okay

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Shared your data with

everyone in your

organization

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Shared your data with

everyone in your

organization

Collaboration by

participation

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User Research &

Testing

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