Creating a collaborative research & testing culture.
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Transcript of 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
1
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
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
![Page 41: Creating a collaborative research & testing culture.](https://reader034.fdocuments.us/reader034/viewer/2022051515/55941b561a28ab0a2c8b4687/html5/thumbnails/41.jpg)
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!!!!
![Page 48: Creating a collaborative research & testing culture.](https://reader034.fdocuments.us/reader034/viewer/2022051515/55941b561a28ab0a2c8b4687/html5/thumbnails/48.jpg)
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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