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Harmesh Chauhan, Head of UX at ORM tells you what, why and how to Customer Research.
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ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone +44 (0) 20 7939 9540 / www.ormlondon.com
CUSTOMER RESEARCH
An introduction
The plain English guide to
Harmesh Chauhan Head of User Experience at ORM London
ORM London We provide services that help businesses improve the digital experiences of their customers
The what, why and how of customer research
1 WHAT is research?
2 WHY research?
3 WHEN to do WHAT
4 HOW do I start?
5 Things to remember
6 Want to learn more?
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3
What is research?
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Industry definition: “Comprises of methods for gaining insight into user needs and behaviours from real end users”
���Plain English definition: ���
Studying real people to understand who they are, what they need and how they use something
Definition of (User) Research
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It’s about building empathy
1. What is research?
To humanise our customers as people not ‘users’
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? of customers
1. What is research?
It’s about understanding the
WHO WHAT WHEN WHERE WHY
(Not just the ‘How’)
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Why research?
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2. Why research?
Uncover, understand and design for real customer needs
Research helps us…
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2. Why research?
Show us what the problem is Tell us why it’s a problem Guide us on how to fix it
Research can…
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Debunking myths
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1 We are the Users
2 We already know what the Users want
3 We can’t afford it
4 There is no ROI
5 We don’t have the time
2. Why research?
Some common myths…
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Myth #1: We are the Users 2. Why research?
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YOU ARE NOT YOUR CUSTOMER
Myth #1: We are the Users The reality:
2. Why research?
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Myth #2: We already know what the customers want 2. Why research?
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Without research your understanding of your
customers is based on assumptions alone
Myth #2: We already know what the customers want
The reality:
2. Why research?
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Myth #3: We can’t afford it 2. Why research?
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Myth #3: We can’t afford it 2. Why research?
Can you afford not to?
The reality:
Source: R.S. Pressman – ‘Software engineering, a practitioners approach’ McGraw-Hill
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Myth #4: There is no ROI 2. Why research?
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Source: http://www.galorath.com/wp/software-project-failure-costs-billions-better-estimation-planning-can-help.php
1 in 3 digital projects fail to meet customer expectation
Myth #4: There is no ROI 2. Why research?
The reality:
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Myth #4: There is no ROI 2. Why research?
The reality:
Investing in research helps mitigate risk of project failure
and increase probability of success and ROI
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Myth #5: We don’t have the time 2. Why research?
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Fitting in even a small amount of research could save you weeks
of time in the long run
Myth #5: We don’t have the time 2. Why research?
The reality:
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When to do what
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3. When to do what?
2. DESIGN 1. STRATEGY 3. BUILD 4. LAUNCH
Where does research fit in?
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3. When to do what?
2. DESIGN 1. STRATEGY 3. BUILD 4. LAUNCH
Research should happen at the start and continuously inform decision making*
*In an ideal world
CONTINUOS RESEARCH
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3. When to do what?
2. DESIGN 1. STRATEGY 3. BUILD 4. LAUNCH
Before you start designing is ok too…
RESEARCH RESEARCH
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3. When to do what?
2. DESIGN 1. STRATEGY 3. BUILD 4. LAUNCH
You MUST do before you launch
RESEARCH
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WHAT is the right research method?
3. When to do what?
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Lots of research methods
Interviews
Focus Groups
Card sorting
Usability testing
Diary studies
Contextual inquiry
Eye tracking
A/B testing
Surveys
Co-design Analytics
RES
EAR
CH
DAT
A
3. When to do what?
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Analytics alone is ���not enough
REMEMBER: 3. When to do what?
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Quantitative Vs. Qualitative data
Interviews
Focus Groups
Card sorting
Usability testing Diary
studies
Contextual inquiry
Eye tracking
A/B testing Surveys
Analytics
3. When to do what?
Quantitative Qualitative
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3. When to do what?
DURING DESIGN
BEFORE THE PROJECT
DURING BUILD WHEN LIVE
Where research methods could fit in
RESEARCH
• Interviews • Focus groups • Diary studies
• Card sorting • Co-design • Usability testing
• Surveys • Analytics • A/B testing • Eye tracking • Usability testing
• Usability testing
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How do I start?
1. What are the problems that you are trying to solve?
2. What do you already know?
3. What are the knowledge gaps that you need to fill?
4. What might be the best way to fill in those gaps?
5. Bring in an expert to help or go DIY
Identify what are you trying to understand?
4. How do I start ?
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Not much time or money?
4. How do I start ?
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Go Guerilla!
A quick and low cost research approach
4. How do I start ?
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Guerilla Vs. formal approach
4. How do I start ?
• User research on the cheap • No formal laboratory • No lengthy setup • Still involves real people • Less depth of results
• Less statistical validity
Guerilla approach: Formal approach:
• Much greater depth of results • Greater statistical validity • Less overall risk to project success • Can be costly • Can take time
You can test with 5 users
4. How do I start ?
Guerilla approach
1. Devise a plan 2. Recruit people via Social Media 3. Find people at coffee shops or in
their natural habitat 4. Listen and observe 5. Record the session 6. Analyse your findings
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Things to remember
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1. Start small - some research is better than none
2. Without research we have only assumptions
3. Clearly define what you are trying to understand
4. Remember the 5 W’s of customer understanding (who, what, when, where, why)
5. Find opportunities for research and encourage others to do so
6. Understanding customers is YOUR responsibility not someone else’s
5. Things to remember
Things to remember
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Want to learn more?
Get in touch
Harmesh Chauhan Head of User Experience at ORM London Email: [email protected] Linkedin: http://www.linkedin.com/in/harmesh Twitter : @ormlondon @designshapes
6. Want to learn more?
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6. Want to learn more?
Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems Steve Krug
Handbook of Usability Testing: How to Plan, Design, and Conduct Effective Tests Jeffrey Rubin
The Design of Everyday Things Don Norman
Some reading to help you get started
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Undercover User Experience Design Cennydd Bowles
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Who we are
ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone +44 (0) 20 7939 9540 / www.ormlondon.com
Who we are
We are ORM
Research Build Design Strategy
We provide services that help businesses improve the ���digital experiences of their customers
For over a decade we have helped our clients use digital to transform the way they do business
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Our clients
ORM. Elm Court, 156-170 Bermondsey Street, London SE1 3TQ, United Kingdom Telephone +44 (0) 20 7939 9540 / www.ormlondon.com
We provide services that help businesses improve the���digital experiences of their customers
ORM London
Thank you web: www.ormlondon.com
email: [email protected]
