Who's Using Our Product? A Story of Enterprise UX Research

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Who's Using Our Products?

Mike FlynnProduct & User Researcher

Intralinks

@mike_flynn

A Story of Enterprise UX Research



Enterprise applications often deliver less than desirable experiences.



UX research & design activities with both current and potential users

could help reverse that issue.



Assumption: Enterprises have easy, direct access to

current users for research & design activities.



Reality: Many enterprise product teams find it

extremely challenging to access the people already using their products.



Leads teams to take greater risks when building products—perpetuates solutions that

are less effective (and less enjoyable).



Perpetuates the status quo.



How might we enroll current users in the enterprise research & design process?



Teams can “map” their way to the people using their enterprise products.



Holy Cross

Bentley University

PTC Verizon IntraLinks

SN

PHBSDP

2000 2016

?

2013 Startup Institute

Babson College

Babson College

About Me

Human Factors in Information

Design

MBA



About Mapping to Enterprise Users1. Enterprise Buying Process

Buyers vs. Users

2. Concept of “Gemba”Where the work happens

3. Building a Map to Enterprise UsersPaths & Lessons Learned



Enterprise Buyers vs. Users• Within an enterprise, there are multiple end users

• Who do you need (want) to enroll? Source: “Major Sales: Who Really Does the Buying?” by Thomas V. Bonoma



Concept of Gemba• Gemba:

A gemba walk is the term used to describe personal observation of work – where the work is happening. The original Japanese term comes from gembutsu, which means “real thing.” It also sometimes refers to the “real place.”

Source: https://www.isixsigma.com/methodology/lean-methodology/many-sides-gemba-walk/



Where the Work Happens?• The concept of gemba stresses:• In-person observation• Where the work is being done • With the people and process in a spirit of Kaizen

(“change for the better”)

Source: https://www.isixsigma.com/methodology/lean-methodology/many-sides-gemba-walk/



How do we identify our users? How do we get to gemba?



(Problem!)

Reality: Many enterprise product teams find it

extremely challenging to enroll current users in the research & design process.



Step 1: Get Introduced



Sales Team Introductions

Benefits• Already contact customers!• Insight into ‘friendly’

contacts• Opportunity for sales to

start new conversations

Challenges• Protective of customer

interactions• Alignment (contacts, incentives) • Clearly articulating your ask• Time

Project Example: Discovery Interviews



Tips: How to Get to Gemba• Get feedback on your ask (reasonable?)• Start small (a few people, gain trust) • Be willing to work on their schedule• Involve the team in the research

(e.g., interview guide, accompany in research)



Step 2: Discover in Real-World



Strategy from Product Mgmt.

Benefits• Product management

provides direction on who you are building products for and why!• Insight into most important

people using product• Connections within your

company

Challenges• Don’t always have direct

access to customers• Product strategies change—

thus users change• Discovering in real-world

risks time, accuracy

Project Example: Product Design Personas (Interviews)



Tips: How to Get to Gemba• Enroll product managers in the mapping process; as

early and often as possible! • Dive deep into secondary research to inform

discovery process (e.g., job titles, surveys, directional definitions)• Be willing to miss the mark—and try again



Step 3: Raise of Hands



Enable Users to Volunteer

Benefits• Customer Success team

invested in improving the product experience• Interact with people using

your products• Process in-place to engage

customers (e.g., surveys)

Challenges• Finding the right system to

use (e.g., existing vs. new survey, intercept in product)• Motivators to sign-up• Potential filter for ‘loudest

voice in the room’

Project Example: Research Program (Online Form)



Tips: How to Get to Gemba• Have a back-up plan for your back-up plan;

multiple process / technology options• Make a compelling case to sign-up for product

research program • Make it easy for users to say yes (simple sign-up)• Make it easy to get started on your side (e.g.,

spreadsheet)



Step 4: Listen from Afar



Observations with Tech SupportBenefits• Real issues, real people• Tech support invested in

improving the product experience• People calling seeking

change for the better

Challenges• Logistics (technical, legal)• Lack-luster listening period;

similar issues, few issues• Potentially cranky!

Project Example: Support Project (Live Calls)



Tips: How to Get to Gemba• Advocate for the process and approach of UX

research & design• Share empathy for all involved in the support

process (i.e., care about your colleagues as well)



Step 5: Make Educated Guesses



Uncover Internal KnowledgeBenefits• Business Analytics team has

access to customer account info (e.g., contract value)• Skills to parse and present

data sets

Challenges• Don’t interact with customers• Data sets may need to be

cleaned • Restrictions on use of data

Project Example: Getting to Gemba! (Asking for Help)



Tips: How to Get to Gemba• Clarify how you will (or will not) use the data• Be patient (systems, data sources, people)• Consider how you can use information to segment

users for research & design purposes



Step 6: Try to Meet Them



Roadtrips with Field MarketingBenefits• Company relevant events

identified • Physical space (e.g., booth) • Potential research program

enrollment (e.g., business card)

Challenges• Events may not align with

research projects• May not want to add to

existing outreach programs• Often biased towards sales

efforts (e.g., leads)

Project Example: Industry Conference (Concept Validation)



Tips: How to Get to Gemba• Identify events already planned• Investigate audiences for the planned events• Try to schedule appointments ahead of the event• Have realistic expectations (timelines, logistics)• Stay on the radar (lost in organized chaos)



Step 7: Reach Out!



Outreach with Product MarketingBenefits• Already communicating

with customers• Value the customer-focused

storyline of UX Research• Systems already in place

(e.g., email campaigns)

Challenges• May not want to add to

existing outreach programs• Often biased towards sales

efforts (e.g., leads, renewals)• Formal processes for

accessing or using systems

Project Example: Contact Management (Online Survey)



Tips: How to Get to Gemba• Pursue access (and permissions) for user lists• Explore opportunities to use / learn from existing

company communications• Consider impact of leveraging marketing vs. end

user segments• Stay on brand—but differentiate purpose of UX

Research



Sales

Get Introduced

Getting to Gemba

Business Analytics

Product Marketing

FieldMarketing

TechSupport

Customer Success

Discover in Real World Raise of HandsListen from Afar

Product Mgmt.

Make Educated GuessesTry to Meet Them Reach Out!



Individually, each step helps you better understand specific scenarios…



Collectively, these steps help you pursue the real work.



Get to gemba!



Questions?

Who's Using Our Product? A Story of Enterprise UX Research

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