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Understanding Your Users: How to Get Meaningful
InsightsLiz Lesemann
Lead Customer Researcher, MRPORTER.COM
UX Crunch London
May 2016
Jennifer Kilian, McKinsey
Pretty much all companies insist they focus on the
customer. Yet reality often belies that assertion.
Pretty much all companies insist they focus on the
customer. Yet reality often belies that assertion.
Budgets and key performance indicators often are
not aligned with performance on customer metrics.
Budgets and key performance indicators often are
not aligned with performance on customer metrics.
Research may be superficial.
Jennifer Kilian, McKinsey
Pretty much all companies insist they focus on the
customer. Yet reality often belies that assertion.
Budgets and key performance indicators often are
not aligned with performance on customer metrics.
Research may be superficial.
Business decisions made at the executive level often
fail to consider the impact on customers.
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough questioning
3. Not involving the right Personas in research
4. Not involving the business team in research
Common pitfalls
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough questioning
3. Not involving the right Personas in research
4. Not involving the business team in research
Common pitfalls
VODAFONE birth of mobile payments
People use products in ways that serve them, which
can be extremely different from its intended use.
(famous example: M-PESA)
National Archives, Nairobi city center (Photo Credit: Katrina Shakarian)
2. Concept
3. Construction
1. Insight & Ideation
Interaction design Visual designPrototyping
Design principles User journeysInformation architectureDesign conceptPrototype
Evolution Maintenance
4. In Market
2. Concept
3. Construction
1. Insight & Ideation
4. In MarketKey metrics User testing
“We have done user research”“We already know what needs to be done”
2. Concept
3. Construction
1. Insight & Ideation
User testingFriendly user test / beta testing
Co-creationUser testing of early designsValidating the value proposition
Key metricsSatisfaction & engagementEvaluation of UXVoice of the Customer
4. In Market
Ethnographic researchMarket researchSecondary researchTrends
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough questioning
3. Not involving the right Personas in research
4. Not involving the business team in research
Common pitfalls
If I had asked people what they wanted,
they would have said faster horses.
Photo Credit: Harry Shipler, 1910
To design is much more than to simply
assemble, to order, or even to edit; it is
to add value and meaning, to illuminate,
to simplify, to clarify, to modify, to
dignify, to dramatize, to persuade, and
perhaps even to amuse.Paul Rand
Question every insight before building it into something
Use foresight, creativity and fresh thinking
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough questioning
3. Not involving the right Personas in research
4. Not involving the business team in research
Common pitfalls
The fewer people you talk to, the
more important it is that your are
talking to a heterogeneous group.
Inflation of research
More testing isn’t always better
• Un-moderated testing means limited
depth
• Not defining user profiles well means
limited validity of insights
1. Focusing too early on the solution; research done too late, or not at all
2. Doing what users want without thorough questioning
3. Not involving the right Personas in research
4. Not involving the business team in research
Common pitfalls
According to Boston Consulting Group,
Insight teams are concerned about a lack
of senior management in the research
process; and
https://www.bcgperspectives.com/content/articles/consumer_insight_marketing_consumers_voice/
Line managers often expressed
disappointment with the results on
consumer insight.
Carry out research earlyFocus on understanding the problem; then look into solutions
Question every insight before building it into somethingUse foresight, creativity and fresh thinking
Identify who your users areMake sure to include different user types (Personas) in research
Engage senior management in researchMake sure your outcomes answer: ‘So what?’
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