Going Rogue: Rethinking UX Researchwith Jessica Bates

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2016 goals

1. Provide more UX resources to UX professionals.

2. Improve brand consistency.

3. Improve “International” UXPA.

User Experience Professionals Association (UXPA)

Monthly webinarsUser Experience Magazine

The Journal of Usability Studies

Visit www.uxpa.org for more info about the conference, webinars, and

other UX resources!

Annual Conference in Toronto, CanadaJune 5 – 8, 2017

uxpa2017.org

Going Rogue: Rethinking UX ResearchJessica Bates, Director of ResearchJune 29, 2016

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Jessica BatesD i r e c t o r o f R e s e a r c h

BACKGROUND

Anthropology & Psychology

CAPABILITIES

User Experience, Market Research, Innovation

AREAS OF FOCUS

• Technology

• Digital Media

• Retail

• Luxury

• Finance

• Food & Beverage

• Healthcare

• Content Strategy

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UX[ U s e r E x p e r i e n c e ]

EXPERIENCE DESIGN

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S O L VE P R O B L E M S

R E M OVE F R I C T I O N

S U R P R I S E &D E L I G H T

[ # U X G O A L S ]

A Great Experience Should…

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THE USER

GUEST

CLIENT PATIENT

CUSTOMER CONSUMER

STUDENT

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S T A K E H O L D E R S

I N T H E T E C H

W O R L D

A N Y O N E W H O

P R O V I D E S T H E I R

U S E R , C U S T O M E R ,

O R C L I E N T W I T H

A N E X P E R I E N C E

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EMPLOYEEEX PERIEN C E

US EREX PERIEN C E

C US T OMEREX PERIEN C E

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How do you generate

insights that help you make

user-centric decisions?

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RESEARCH

e n g i n e e r i n gh u m a n f a c t o r s

UX[ U s e r E x p e r i e n c e ]

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D I S C O V E R

S O M E T H I N G

N E W

V A L I D A T E

S O M E T H I N G

I M P O R T A N T

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H u m a n .

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A v o i d d e s i g n i n g f o r…• Y o u r s e l f

• T h e I m a g i n e d U s e r

• T h e D e m o g r a p h i c

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U N D E R S T A N D

C U S T O M E R

N E E D S

D E S I G N

W I T H

I N S I G H T

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EXPERIMENTAL RESEARCH

USER RESEARCH

Isolated Variables

Controlled Environments

Incorporate Context

Account for Human Weirdness

S T A T I S T I C A LS I G N I F I C A N C E

D I R E C T I O N A LI N S I G H T S

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USER RESEARCH

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Why should we reconsider

our methods anyway?

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1.2.

D o e s a m e t h o d s t i l l m a k e s e n s e f o r w h a t w e w a n t t o l e a r n?

A r e w e s t u d y i n g t h e u s e r i n t h e m o s t a p p r o p r i a t e w a y ?

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EXAMPLE: FOCUS GROUPS

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EXAMPLE: FOCUS GROUPS

?

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GOING ROGUE: FRIENDSHIP GROUPS™

R e c r u i t b a s e d o n a r e l a t i o n s h i p

r e l e v a n t t o t h e r e s e a r c h q u e s t i o n

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GOING ROGUE: FRIENDSHIP GROUPS™

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M a i n Ta k e a w a y s+

S o c i a l C o n t e x t+

E x p r e s s e d N a r r a t i v e s

GOING ROGUE: FRIENDSHIP GROUPS™

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Ai d e d + U n - Ai d e d

G u i d e d D i s c u s s i o n + C o - c r e a t i o n

I n d i v i d i u a l + G r o u p A c t i v i t i e s

GOING ROGUE: FRIENDSHIP GROUPS™

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Never forget to pilot.

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EN VIRON MEN T A L

A S S ES S MEN T S

C OMPET IT IVE

T REN D S

UX BES T

PRA C T IC ES

PA RT IC IPA N T

OBS ERVA T ION

Fu t u re T re n d s

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I f I h a d a s k e d p e op l e w h a t th e y w a nte d , th e y w ou l d h a v e s a i d fa s te r h ors e s .” – HENRY FORD“

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GOING ROGUE: OPEN SOURCE

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GOING ROGUE: OPEN SOURCE

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GOING ROGUE: OPEN SOURCE

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When should you think

about going rogue?

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WHAT ARE YOU

TRYING TO SOLVE?

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WHO DO YOU WANT

TO TALK TO?

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HOW WILL YOU

COLLECT AND

ANALYZE DATA?

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WHO IS YOUR

AUDIENCE?

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Directional Insights

METHODS

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Thank you!

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WE’D LOVE TO HEAR FROM YOU!

W W W . M O T I V A T E D E S I G N . C O M

@ M O T I V A T E _ D E S I G N

J E S S I C A @ M O T I V A T E D E S I G N . C O M

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