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10 Years of UX Research Experience in 4.5 hours - Ultimate Crash Course
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I spent over 10 years as a ux researcher
I spent over 10 years as a ux researcher working at companies the biggest ones
working at companies the biggest ones
working at companies the biggest ones Google Uber Volkswagen StubHub upor big
Google Uber Volkswagen StubHub upor big
Google Uber Volkswagen StubHub upor big teams small teams midsize teams and even
teams small teams midsize teams and even
teams small teams midsize teams and even consultant startups I've learned a lot
consultant startups I've learned a lot
consultant startups I've learned a lot I've been helping thousands I've lost
I've been helping thousands I've lost
I've been helping thousands I've lost count thousands of people learn the
count thousands of people learn the
count thousands of people learn the fundamentals of York's research and
fundamentals of York's research and
fundamentals of York's research and transition them into the field and now
transition them into the field and now
transition them into the field and now I've distilled some of the most
I've distilled some of the most
I've distilled some of the most important fundamental lessons that I've
important fundamental lessons that I've
important fundamental lessons that I've learned into this ultimate crash course
learned into this ultimate crash course
learned into this ultimate crash course for U research so this video is is
for U research so this video is is
for U research so this video is is actually a preview a short preview of a
actually a preview a short preview of a
actually a preview a short preview of a collection of the trainings in my master
collection of the trainings in my master
collection of the trainings in my master class my full master class is over 100
class my full master class is over 100
class my full master class is over 100 hours long so check out the link in the
hours long so check out the link in the
hours long so check out the link in the description if you're interested in
description if you're interested in
description if you're interested in learning more about the full class which
learning more about the full class which
learning more about the full class which I spent 5 years or more actually in monk
I spent 5 years or more actually in monk
I spent 5 years or more actually in monk mode I quit my job to create that
mode I quit my job to create that
mode I quit my job to create that training that's how serious I am about
training that's how serious I am about
training that's how serious I am about proper ux research education some
proper ux research education some
proper ux research education some companies and teams have adopted my
companies and teams have adopted my
companies and teams have adopted my templates they literally show my videos
templates they literally show my videos
templates they literally show my videos to their ux research teams so I'm going
to their ux research teams so I'm going
to their ux research teams so I'm going to include my templates for free in the
to include my templates for free in the
to include my templates for free in the description below let's show them how
description below let's show them how
description below let's show them how it's done I've split this video into
it's done I've split this video into
it's done I've split this video into five main sections you're going to walk
five main sections you're going to walk
five main sections you're going to walk away with a better understanding of the
away with a better understanding of the
away with a better understanding of the context of ux research I called it the
context of ux research I called it the
context of ux research I called it the intro and you might be tempted to skip
intro and you might be tempted to skip
intro and you might be tempted to skip it but too often I see people get mixed
it but too often I see people get mixed
it but too often I see people get mixed up with certain terminologies in our
up with certain terminologies in our
up with certain terminologies in our field you know people using trendy words
field you know people using trendy words
field you know people using trendy words I'm going to attempt to clarify those
I'm going to attempt to clarify those
I'm going to attempt to clarify those once and for all you learn how thinking
once and for all you learn how thinking
once and for all you learn how thinking like a product manager speaking the
like a product manager speaking the
like a product manager speaking the language of the business is a
language of the business is a
language of the business is a key to being a strong ux research leader
key to being a strong ux research leader
key to being a strong ux research leader that's what business Acumen means you'll
that's what business Acumen means you'll
that's what business Acumen means you'll learn how to do what is needed and not
learn how to do what is needed and not
learn how to do what is needed and not do what's wanted if you've ever never
do what's wanted if you've ever never
do what's wanted if you've ever never been confused what a ux research road
been confused what a ux research road
been confused what a ux research road map is and how to make one I'll I'll
map is and how to make one I'll I'll
map is and how to make one I'll I'll share my screen I want show you step by
share my screen I want show you step by
share my screen I want show you step by step every little thought every little
step every little thought every little
step every little thought every little consideration I'm going to dissect my
consideration I'm going to dissect my
consideration I'm going to dissect my brain for you I'll guide you through it
brain for you I'll guide you through it
brain for you I'll guide you through it you'll learn how to gain influence no
you'll learn how to gain influence no
you'll learn how to gain influence no matter your title or level it doesn't
matter your title or level it doesn't
matter your title or level it doesn't matter what your title or level is over
matter what your title or level is over
matter what your title or level is over the years I've learned the term
the years I've learned the term
the years I've learned the term leadership it's overrated like I said I
leadership it's overrated like I said I
leadership it's overrated like I said I wish I could
wish I could
wish I could say this is everything you need to know
say this is everything you need to know
say this is everything you need to know about you research it's not it's not
about you research it's not it's not
about you research it's not it's not everything you need to know there's a
everything you need to know there's a
everything you need to know there's a lot more like how to say no even when
lot more like how to say no even when
lot more like how to say no even when it's a CEO how to stop managing
it's a CEO how to stop managing
it's a CEO how to stop managing stakeholders and collaborate with them
stakeholders and collaborate with them
stakeholders and collaborate with them instead how to do B2B recruitment how to
instead how to do B2B recruitment how to
instead how to do B2B recruitment how to make your data analysis smoother so so
make your data analysis smoother so so
make your data analysis smoother so so much more but I picked five main topics
much more but I picked five main topics
much more but I picked five main topics for us to get
for us to get
for us to get started after all it's supposed to be a
started after all it's supposed to be a
started after all it's supposed to be a short crash course I told you this video
short crash course I told you this video
short crash course I told you this video is just a fraction of my entire course
is just a fraction of my entire course
is just a fraction of my entire course it's just beginning but we got to start
it's just beginning but we got to start
it's just beginning but we got to start somewhere you're not going to learn this
somewhere you're not going to learn this
somewhere you're not going to learn this from any other ux course you're not
from any other ux course you're not
from any other ux course you're not going to learn this from a master's
going to learn this from a master's
going to learn this from a master's program this is years of real world
program this is years of real world
program this is years of real world tested knowledge stripped of all the
tested knowledge stripped of all the
tested knowledge stripped of all the noise and fluff so you can get Real
noise and fluff so you can get Real
noise and fluff so you can get Real Results let's have some fun shall we
Results let's have some fun shall we
Results let's have some fun shall we let's get
[Music]
[Music] it what is ux research now seriously
it what is ux research now seriously
it what is ux research now seriously what what is it can someone tell me no
what what is it can someone tell me no
what what is it can someone tell me no I'm just kidding I will do my best to
I'm just kidding I will do my best to
I'm just kidding I will do my best to Define what ux research is and what it
Define what ux research is and what it
Define what ux research is and what it means is it a job title is it a way of
means is it a job title is it a way of
means is it a job title is it a way of thinking uh or is it something else what
thinking uh or is it something else what
thinking uh or is it something else what does it mean to do ux research what does
does it mean to do ux research what does
does it mean to do ux research what does it mean to be a ux researcher so we'll
it mean to be a ux researcher so we'll
it mean to be a ux researcher so we'll try to dissect this term now before we
try to dissect this term now before we
try to dissect this term now before we get into what ux research is just being
get into what ux research is just being
get into what ux research is just being aware that maybe a few years from now it
aware that maybe a few years from now it
aware that maybe a few years from now it might be called something else or
might be called something else or
might be called something else or there'll be groups of people who want to
there'll be groups of people who want to
there'll be groups of people who want to specialize and call it something else
specialize and call it something else
specialize and call it something else who knows the title keeps evolving
who knows the title keeps evolving
who knows the title keeps evolving whether it's ux research user research
whether it's ux research user research
whether it's ux research user research customer experience CX service design
customer experience CX service design
customer experience CX service design research experience research human
research experience research human
research experience research human factors research or something else for
factors research or something else for
factors research or something else for all intents and purposes
all intents and purposes
all intents and purposes I will refer to what we'll talk about as
I will refer to what we'll talk about as
I will refer to what we'll talk about as ux research now in order for me to tell
ux research now in order for me to tell
ux research now in order for me to tell you what it is let me tell you what it's
you what it is let me tell you what it's
you what it is let me tell you what it's not it's not about designing wireframes
not it's not about designing wireframes
not it's not about designing wireframes it's not coding or programming unless
it's not coding or programming unless
it's not coding or programming unless you're a quantitative ux researcher who
you're a quantitative ux researcher who
you're a quantitative ux researcher who needs to manipulate data in R you don't
needs to manipulate data in R you don't
needs to manipulate data in R you don't need to program it's not AB testing it's
need to program it's not AB testing it's
need to program it's not AB testing it's not usability testing it's not asking
not usability testing it's not asking
not usability testing it's not asking people what they want it's not
people what they want it's not
people what they want it's not collecting data and pain points
collecting data and pain points
collecting data and pain points hm wait a minute is this guy for real
hm wait a minute is this guy for real
hm wait a minute is this guy for real wait a minute maybe your eyebrows are
wait a minute maybe your eyebrows are
wait a minute maybe your eyebrows are raised sure what I mentioned are methods
raised sure what I mentioned are methods
raised sure what I mentioned are methods that researchers use but that's not the
that researchers use but that's not the
that researchers use but that's not the whole picture and let's go on a little
whole picture and let's go on a little
whole picture and let's go on a little side quest a little tangent there's a
side quest a little tangent there's a
side quest a little tangent there's a little semantic debate on the term user
little semantic debate on the term user
little semantic debate on the term user testing how you frame research as a
testing how you frame research as a
testing how you frame research as a practice to your stakeholders is going
practice to your stakeholders is going
practice to your stakeholders is going to be pivotal as long as you explain to
to be pivotal as long as you explain to
to be pivotal as long as you explain to your team that we're not testing the
your team that we're not testing the
your team that we're not testing the user it's all good because we test our
user it's all good because we test our
user it's all good because we test our products our services with our users you
products our services with our users you
products our services with our users you don't test the users got
don't test the users got
don't test the users got it English is hard right what did he say
it English is hard right what did he say
it English is hard right what did he say so what is it it is the study of
so what is it it is the study of
so what is it it is the study of people's behaviors needs and motivations
people's behaviors needs and motivations
people's behaviors needs and motivations through systematic meth methods with the
through systematic meth methods with the
through systematic meth methods with the purpose of guiding the design and
purpose of guiding the design and
purpose of guiding the design and innovation of a system for those of you
innovation of a system for those of you
innovation of a system for those of you who did basic science experiments as a
who did basic science experiments as a
who did basic science experiments as a kid you may be familiar with the
kid you may be familiar with the
kid you may be familiar with the scientific method you have a research
scientific method you have a research
scientific method you have a research question you conduct some background
question you conduct some background
question you conduct some background research AKA literature review you
research AKA literature review you
research AKA literature review you formulate a hypothesis you define your
formulate a hypothesis you define your
formulate a hypothesis you define your objective design your procedure with
objective design your procedure with
objective design your procedure with certain methodologies and once you've
certain methodologies and once you've
certain methodologies and once you've collect your data you analyze it and you
collect your data you analyze it and you
collect your data you analyze it and you present the results if you have ever
present the results if you have ever
present the results if you have ever read a scientific journal article or
read a scientific journal article or
read a scientific journal article or paper this is pretty much the format in
paper this is pretty much the format in
paper this is pretty much the format in which they write now compare this to the
which they write now compare this to the
which they write now compare this to the ux research process wa the research
ux research process wa the research
ux research process wa the research process is pretty much the same except
process is pretty much the same except
process is pretty much the same except we do the research with specific
we do the research with specific
we do the research with specific business goals in mind and we need to
business goals in mind and we need to
business goals in mind and we need to make actionable
make actionable
make actionable recommendations the difference between
recommendations the difference between
recommendations the difference between academic research and ux research is I'm
academic research and ux research is I'm
academic research and ux research is I'm just generalizing okay one is for the
just generalizing okay one is for the
just generalizing okay one is for the pursuit of knowledge and the other is
pursuit of knowledge and the other is
pursuit of knowledge and the other is business Pursuit so at the core ux
business Pursuit so at the core ux
business Pursuit so at the core ux research follows the scientific process
research follows the scientific process
research follows the scientific process and is the foundation of product
and is the foundation of product
and is the foundation of product development without proper research Your
development without proper research Your
development without proper research Your Design is just a pretty art project ux
Design is just a pretty art project ux
Design is just a pretty art project ux research is also not just about fixing
research is also not just about fixing
research is also not just about fixing existing problems and making them better
existing problems and making them better
existing problems and making them better as much as we are problem solvers we are
as much as we are problem solvers we are
as much as we are problem solvers we are problem spotters too or put another way
problem spotters too or put another way
problem spotters too or put another way opportunity spotters as Henry Ford may
opportunity spotters as Henry Ford may
opportunity spotters as Henry Ford may have said if I asked people what they
have said if I asked people what they
have said if I asked people what they wanted they would have said Faster
wanted they would have said Faster
wanted they would have said Faster Horses we've all heard it before
Horses we've all heard it before
Horses we've all heard it before usability testing and evaluative
usability testing and evaluative
usability testing and evaluative research are great we need them but
research are great we need them but
research are great we need them but inherently we are focused on an existing
inherently we are focused on an existing
inherently we are focused on an existing concept an existing idea to truly
concept an existing idea to truly
concept an existing idea to truly innovate we need to discover new
innovate we need to discover new
innovate we need to discover new problems discover new questions with
problems discover new questions with
problems discover new questions with foundational genitive research which
foundational genitive research which
foundational genitive research which we'll talk about later we will identify
we'll talk about later we will identify
we'll talk about later we will identify opportunity spaces and work with our
opportunity spaces and work with our
opportunity spaces and work with our team our product team to develop a
team our product team to develop a
team our product team to develop a vision that will turn these ideas into
vision that will turn these ideas into
vision that will turn these ideas into validated business models and at every
validated business models and at every
validated business models and at every step of the way guess what's important
step of the way guess what's important
step of the way guess what's important research research is the Keystone
research research is the Keystone
research research is the Keystone interlocking all those pieces
interlocking all those pieces
interlocking all those pieces [Music]
together for all the activities we draw
together for all the activities we draw from a multitude of different
from a multitude of different
from a multitude of different disciplines from human factor psychology
disciplines from human factor psychology
disciplines from human factor psychology business strategies leadership
business strategies leadership
business strategies leadership statistics ethics and of course design I
statistics ethics and of course design I
statistics ethics and of course design I hope you can see by now that ux isn't
hope you can see by now that ux isn't
hope you can see by now that ux isn't just the job it's a skill it's a
just the job it's a skill it's a
just the job it's a skill it's a competency it's a way of thinking a
competency it's a way of thinking a
competency it's a way of thinking a problem solving process that's what it
problem solving process that's what it
problem solving process that's what it is and that's why I don't really care
is and that's why I don't really care
is and that's why I don't really care what it's called because at the end of
what it's called because at the end of
what it's called because at the end of the day if we let go of the name let go
the day if we let go of the name let go
the day if we let go of the name let go of the term ux research CX research
of the term ux research CX research
of the term ux research CX research whatever at the end of the day it's all
whatever at the end of the day it's all
whatever at the end of the day it's all about understanding people to unlock
about understanding people to unlock
about understanding people to unlock opportunities to better improve products
opportunities to better improve products
opportunities to better improve products services and processes so the next time
services and processes so the next time
services and processes so the next time someone assumes ux is about making
someone assumes ux is about making
someone assumes ux is about making things pretty you hopefully now have the
things pretty you hopefully now have the
things pretty you hopefully now have the vocabulary and philosophy on how to
vocabulary and philosophy on how to
vocabulary and philosophy on how to shift their perspectives who knows maybe
shift their perspectives who knows maybe
shift their perspectives who knows maybe you've done ux research in some capacity
you've done ux research in some capacity
you've done ux research in some capacity already just without the ux
already just without the ux
already just without the ux title let's talk about why ux research
title let's talk about why ux research
title let's talk about why ux research well let me start by telling you a story
well let me start by telling you a story
well let me start by telling you a story in 2015 a San Francisco based startup
in 2015 a San Francisco based startup
in 2015 a San Francisco based startup raised $10 million in Venture Capital
raised $10 million in Venture Capital
raised $10 million in Venture Capital the product was a Wi-Fi enabled voice
the product was a Wi-Fi enabled voice
the product was a Wi-Fi enabled voice controlled Sleek sexy looking product
controlled Sleek sexy looking product
controlled Sleek sexy looking product but 4 years later it
but 4 years later it
but 4 years later it failed no
that company was called
that company was called Jero they built a Wi-Fi enabled voice
Jero they built a Wi-Fi enabled voice
Jero they built a Wi-Fi enabled voice controlled Sleek sexy looking polished
controlled Sleek sexy looking polished
controlled Sleek sexy looking polished turd for
turd for
turd for $700 the machine helps you squeeze juice
$700 the machine helps you squeeze juice
$700 the machine helps you squeeze juice packets and not just any juice packets
packets and not just any juice packets
packets and not just any juice packets juicero juice
juicero juice
juicero juice packets you couldn't use any other ones
packets you couldn't use any other ones
packets you couldn't use any other ones and each of those packets cost five $7
and each of those packets cost five $7
and each of those packets cost five $7 just to squeeze a few more bucks out of
just to squeeze a few more bucks out of
just to squeeze a few more bucks out of you no pun intendent but wait there's
you no pun intendent but wait there's
you no pun intendent but wait there's more are you kidding me that this is the
more are you kidding me that this is the
more are you kidding me that this is the silliest part you had to be connected to
silliest part you had to be connected to
silliest part you had to be connected to WiFi for it to work no Wi-fi no juice it
WiFi for it to work no Wi-fi no juice it
WiFi for it to work no Wi-fi no juice it didn't take long for people to realize
didn't take long for people to realize
didn't take long for people to realize that you could just squeeze those
that you could just squeeze those
that you could just squeeze those packets by hand no expensive juice
packets by hand no expensive juice
packets by hand no expensive juice machine needed now why do I tell you the
machine needed now why do I tell you the
machine needed now why do I tell you the story of juice Arrow well hey it's a
story of juice Arrow well hey it's a
story of juice Arrow well hey it's a Sleek looking product and it looks
Sleek looking product and it looks
Sleek looking product and it looks pretty easy to use there's one button
pretty easy to use there's one button
pretty easy to use there's one button but that's just it doing research to
but that's just it doing research to
but that's just it doing research to improve a product's ease of use is just
improve a product's ease of use is just
improve a product's ease of use is just one part of the whole good ux doesn't
one part of the whole good ux doesn't
one part of the whole good ux doesn't mean it's valuable was there a real
mean it's valuable was there a real
mean it's valuable was there a real problem that needed to be solved now
problem that needed to be solved now
problem that needed to be solved now some of you smart folk might point out
some of you smart folk might point out
some of you smart folk might point out well Kevin what about people with
well Kevin what about people with
well Kevin what about people with Parkinson's where people without the
Parkinson's where people without the
Parkinson's where people without the hand strength to open the packets M very
hand strength to open the packets M very
hand strength to open the packets M very keen question I like where you're going
keen question I like where you're going
keen question I like where you're going with it but we should be asking a
with it but we should be asking a
with it but we should be asking a different question is the problem with
different question is the problem with
different question is the problem with the
the
the machine or with the juice packets
machine or with the juice packets
machine or with the juice packets then M Anyway come with me to the other
then M Anyway come with me to the other
then M Anyway come with me to the other side of the bay and I'd love to tell you
side of the bay and I'd love to tell you
side of the bay and I'd love to tell you about our next story of when user
about our next story of when user
about our next story of when user research is used and why it's
important this is the MRI machine at the
important this is the MRI machine at the University of Pittsburgh medical center
University of Pittsburgh medical center
University of Pittsburgh medical center the room itself would be dark with those
the room itself would be dark with those
the room itself would be dark with those flickering fluorescent lights right out
flickering fluorescent lights right out
flickering fluorescent lights right out of a horror movie and for children it
of a horror movie and for children it
of a horror movie and for children it was a scary experience kids would cry
was a scary experience kids would cry
was a scary experience kids would cry they get anxiety and wouldn't want to go
they get anxiety and wouldn't want to go
they get anxiety and wouldn't want to go in rightfully so and even when they got
in rightfully so and even when they got
in rightfully so and even when they got in they wouldn't be calm enough for the
in they wouldn't be calm enough for the
in they wouldn't be calm enough for the machine often leading to doctors
machine often leading to doctors
machine often leading to doctors repeating the scan now this took a lot
repeating the scan now this took a lot
repeating the scan now this took a lot of time and money for the hospital and
of time and money for the hospital and
of time and money for the hospital and it wasn't pleasant for the kids now if
it wasn't pleasant for the kids now if
it wasn't pleasant for the kids now if the staff only gave Band-Aid solutions
the staff only gave Band-Aid solutions
the staff only gave Band-Aid solutions they might have enticed the kids with
they might have enticed the kids with
they might have enticed the kids with candy or tell them oh it doesn't hurt I
candy or tell them oh it doesn't hurt I
candy or tell them oh it doesn't hurt I promise okay yeah look at the machine
promise okay yeah look at the machine
promise okay yeah look at the machine it's going to eat you so you know what
it's going to eat you so you know what
it's going to eat you so you know what the researcher did they went to a design
the researcher did they went to a design
the researcher did they went to a design thinking workshop at Stanford University
thinking workshop at Stanford University
thinking workshop at Stanford University he learned to build empathy with the
he learned to build empathy with the
he learned to build empathy with the patients and the parents he identified
patients and the parents he identified
patients and the parents he identified those anxieties and fears associated
those anxieties and fears associated
those anxieties and fears associated with the MRI machine then he prototyped
with the MRI machine then he prototyped
with the MRI machine then he prototyped something called The Adventure Series so
something called The Adventure Series so
something called The Adventure Series so what used to look like this turned into
what used to look like this turned into
what used to look like this turned into this it wasn't a fancy Tech solution it
this it wasn't a fancy Tech solution it
this it wasn't a fancy Tech solution it didn't cost hundreds of millions of
didn't cost hundreds of millions of
didn't cost hundreds of millions of dollars it was simply art but art that
dollars it was simply art but art that
dollars it was simply art but art that solved the problem removing fears in
solved the problem removing fears in
solved the problem removing fears in children it helped the hospital not have
children it helped the hospital not have
children it helped the hospital not have to do those repeat scans anymore not
to do those repeat scans anymore not
to do those repeat scans anymore not have to use anesthetics which meant that
have to use anesthetics which meant that
have to use anesthetics which meant that you were also saving time and precious
you were also saving time and precious
you were also saving time and precious Mula and the kids love loved it so much
Mula and the kids love loved it so much
Mula and the kids love loved it so much that they wanted to go back inside so
that they wanted to go back inside so
that they wanted to go back inside so those two stories I gave contrast what
those two stories I gave contrast what
those two stories I gave contrast what happens when you don't do research and
happens when you don't do research and
happens when you don't do research and what you're able to accomplish when you
what you're able to accomplish when you
what you're able to accomplish when you do do
do do
do do research do
doy with ux research we can design and
doy with ux research we can design and develop with Direction answer questions
develop with Direction answer questions
develop with Direction answer questions but also Inspire new questions and
but also Inspire new questions and
but also Inspire new questions and opportunities help people achieve their
opportunities help people achieve their
opportunities help people achieve their goals and build stuff that people
goals and build stuff that people
goals and build stuff that people actually need the right way yeah that's
actually need the right way yeah that's
actually need the right way yeah that's why ux research is crucial just who is a
why ux research is crucial just who is a
why ux research is crucial just who is a ux
ux
ux researcher you you bass ux leader right
researcher you you bass ux leader right
researcher you you bass ux leader right there well ux researchers come from all
there well ux researchers come from all
there well ux researchers come from all kinds of different backgrounds the Arts
kinds of different backgrounds the Arts
kinds of different backgrounds the Arts design social sciences pretty popular
design social sciences pretty popular
design social sciences pretty popular physical sciences economics data English
physical sciences economics data English
physical sciences economics data English your homeboy has a biology and
your homeboy has a biology and
your homeboy has a biology and psychology degree what background do you
psychology degree what background do you
psychology degree what background do you have
have
have and it doesn't matter what background
and it doesn't matter what background
and it doesn't matter what background you have I'd say it's a good thing that
you have I'd say it's a good thing that
you have I'd say it's a good thing that people have different backgrounds and
people have different backgrounds and
people have different backgrounds and different perspectives because everybody
different perspectives because everybody
different perspectives because everybody brings something different to the table
brings something different to the table
brings something different to the table and that's what makes ux research so
and that's what makes ux research so
and that's what makes ux research so great okay all right enough of the pep
great okay all right enough of the pep
great okay all right enough of the pep talk though what do ux researchers do
talk though what do ux researchers do
talk though what do ux researchers do and how do they do it we identify user
and how do they do it we identify user
and how do they do it we identify user needs behaviors and motivations Inspire
needs behaviors and motivations Inspire
needs behaviors and motivations Inspire ideas through data and storytelling we
ideas through data and storytelling we
ideas through data and storytelling we uncover what makes an experience
uncover what makes an experience
uncover what makes an experience intuitive accessible and delightful and
intuitive accessible and delightful and
intuitive accessible and delightful and more importantly we bridged a gap
more importantly we bridged a gap
more importantly we bridged a gap between our users's voice and our
between our users's voice and our
between our users's voice and our stakeholders and our teams so that we
stakeholders and our teams so that we
stakeholders and our teams so that we are the advocate for our
are the advocate for our
are the advocate for our users that's what we do but how do we do
users that's what we do but how do we do
users that's what we do but how do we do this well through conducting primary and
this well through conducting primary and
this well through conducting primary and secondary research we look for patterns
secondary research we look for patterns
secondary research we look for patterns and insights to inform product decisions
and insights to inform product decisions
and insights to inform product decisions what we do we hold the flashlight and we
what we do we hold the flashlight and we
what we do we hold the flashlight and we Shine the Light to guide our teams on
Shine the Light to guide our teams on
Shine the Light to guide our teams on where to go and speaking of team we
where to go and speaking of team we
where to go and speaking of team we collaborate with our partners our
collaborate with our partners our
collaborate with our partners our stakeholders to develop valuable
stakeholders to develop valuable
stakeholders to develop valuable products and services for users to
products and services for users to
products and services for users to achieve their goals as as the bridge
achieve their goals as as the bridge
achieve their goals as as the bridge between stakeholders and users we hold a
between stakeholders and users we hold a
between stakeholders and users we hold a unique position to be both a leader and
unique position to be both a leader and
unique position to be both a leader and expert influencer and some of the
expert influencer and some of the
expert influencer and some of the qualities that ux research possess uh I
qualities that ux research possess uh I
qualities that ux research possess uh I mean some of the things I've noticed in
mean some of the things I've noticed in
mean some of the things I've noticed in ux researchers are they're people person
ux researchers are they're people person
ux researchers are they're people person you got to like people curious
you got to like people curious
you got to like people curious compassionate not just empathetic but
compassionate not just empathetic but
compassionate not just empathetic but you're taking the step to make an action
you're taking the step to make an action
you're taking the step to make an action you're humble obviously a good listener
you're humble obviously a good listener
you're humble obviously a good listener ethical collaborative inclusive you want
ethical collaborative inclusive you want
ethical collaborative inclusive you want to work with others sometimes you need
to work with others sometimes you need
to work with others sometimes you need your alone time I get it but we got to
your alone time I get it but we got to
your alone time I get it but we got to work with our teams too and probably the
work with our teams too and probably the
work with our teams too and probably the most important quality to have in any
most important quality to have in any
most important quality to have in any kind of business setting but especially
kind of business setting but especially
kind of business setting but especially for ux research is a tolerance for
for ux research is a tolerance for
for ux research is a tolerance for ambiguity
ambiguity
ambiguity uncertainty precarity there's no need to
uncertainty precarity there's no need to
uncertainty precarity there's no need to there's honestly no need to stress about
there's honestly no need to stress about
there's honestly no need to stress about something you don't know the answer to
something you don't know the answer to
something you don't know the answer to because hey we can go find out through
because hey we can go find out through
because hey we can go find out through research get feedback talk to your team
research get feedback talk to your team
research get feedback talk to your team get ideas it's going to be okay some of
get ideas it's going to be okay some of
get ideas it's going to be okay some of the skills that ux researchers have are
the skills that ux researchers have are
the skills that ux researchers have are they're Master storytellers they're
they're Master storytellers they're
they're Master storytellers they're analytical problem solvers but also
analytical problem solvers but also
analytical problem solvers but also problem spotters
problem spotters
problem spotters communication communication skills you
communication communication skills you
communication communication skills you got to have those when you collaborate
got to have those when you collaborate
got to have those when you collaborate obviously the technical skills of
obviously the technical skills of
obviously the technical skills of knowing your methods experimental design
knowing your methods experimental design
knowing your methods experimental design how to look for the right participants
how to look for the right participants
how to look for the right participants to do your studies and not just knowing
to do your studies and not just knowing
to do your studies and not just knowing the methods but knowing when and why you
the methods but knowing when and why you
the methods but knowing when and why you would use a method that's more important
would use a method that's more important
would use a method that's more important which we'll cover in modules four five
which we'll cover in modules four five
which we'll cover in modules four five and
and
and six and finally some product management
six and finally some product management
six and finally some product management skills you know tying in that business
skills you know tying in that business
skills you know tying in that business Acumen we'll learn all of this and more
Acumen we'll learn all of this and more
Acumen we'll learn all of this and more don't worry if you don't have the skills
don't worry if you don't have the skills
don't worry if you don't have the skills yet you can always learn these either
yet you can always learn these either
yet you can always learn these either through this class on the job reading
through this class on the job reading
through this class on the job reading books and all that so but if you have
books and all that so but if you have
books and all that so but if you have the right qualities you're in the right
the right qualities you're in the right
the right qualities you're in the right place up until now we've talked about
place up until now we've talked about
place up until now we've talked about the ux researcher who we are what we do
the ux researcher who we are what we do
the ux researcher who we are what we do how we do things but we don't work alone
how we do things but we don't work alone
how we do things but we don't work alone so who are these people that ux
so who are these people that ux
so who are these people that ux researchers work with every day what is
researchers work with every day what is
researchers work with every day what is a stakeholder what does stakeholder mean
a stakeholder what does stakeholder mean
a stakeholder what does stakeholder mean uh well a stakeholder is someone who has
uh well a stakeholder is someone who has
uh well a stakeholder is someone who has a vested interest in
a vested interest in
a vested interest in something particular area product an
something particular area product an
something particular area product an initiative people who are part of a
initiative people who are part of a
initiative people who are part of a project team our BFFs best friends
project team our BFFs best friends
project team our BFFs best friends forever include product managers
forever include product managers
forever include product managers designers developers data scientists or
designers developers data scientists or
designers developers data scientists or analysts these may be the four most
analysts these may be the four most
analysts these may be the four most common partners that you collaborate
common partners that you collaborate
common partners that you collaborate with on a product team but everybody has
with on a product team but everybody has
with on a product team but everybody has different working Styles every company
different working Styles every company
different working Styles every company every team might have a different kind
every team might have a different kind
every team might have a different kind of partnership so just remember to meet
of partnership so just remember to meet
of partnership so just remember to meet your teammates ask them what their needs
your teammates ask them what their needs
your teammates ask them what their needs are what their roles are what kind of
are what their roles are what kind of
are what their roles are what kind of questions they have and how you can best
questions they have and how you can best
questions they have and how you can best collaborate with them to help drive your
collaborate with them to help drive your
collaborate with them to help drive your product or initiative let's start with
product or initiative let's start with
product or initiative let's start with the product manager they are the crucial
the product manager they are the crucial
the product manager they are the crucial stakeholder to ux researchers in any
stakeholder to ux researchers in any
stakeholder to ux researchers in any product team we might work with them to
product team we might work with them to
product team we might work with them to Define product vision and the goals and
Define product vision and the goals and
Define product vision and the goals and objectives uh and why there's a
objectives uh and why there's a
objectives uh and why there's a particular business case to tackle a
particular business case to tackle a
particular business case to tackle a certain initiative they also look at
certain initiative they also look at
certain initiative they also look at user opportunities and they create
user opportunities and they create
user opportunities and they create accountability within the team to
accountability within the team to
accountability within the team to execute uh go-to Market strategies for
execute uh go-to Market strategies for
execute uh go-to Market strategies for the product what they
the product what they
the product what they need is to make informed decisions for
need is to make informed decisions for
need is to make informed decisions for product strategy to maximize confidence
product strategy to maximize confidence
product strategy to maximize confidence and minimize risk maximize confidence
and minimize risk maximize confidence
and minimize risk maximize confidence minimize risk so research is going to be
minimize risk so research is going to be
minimize risk so research is going to be extremely crucial to what they need to
extremely crucial to what they need to
extremely crucial to what they need to do their goals are essentially to
do their goals are essentially to
do their goals are essentially to deliver impactful successful product for
deliver impactful successful product for
deliver impactful successful product for both the customer and the company so
both the customer and the company so
both the customer and the company so that's the gist of a product manager how
that's the gist of a product manager how
that's the gist of a product manager how do you collaborate with them well since
do you collaborate with them well since
do you collaborate with them well since they need research they need validation
they need research they need validation
they need research they need validation they need confidence research will come
they need confidence research will come
they need confidence research will come into play so sync with them to Define
into play so sync with them to Define
into play so sync with them to Define goals the scope the objectives the
goals the scope the objectives the
goals the scope the objectives the questions early and get alignment on
questions early and get alignment on
questions early and get alignment on those topics don't just execute what
those topics don't just execute what
those topics don't just execute what someone tells you to do ask those
someone tells you to do ask those
someone tells you to do ask those questions which we'll cover in module 4
questions which we'll cover in module 4
questions which we'll cover in module 4 but ask those key questions to make sure
but ask those key questions to make sure
but ask those key questions to make sure they truly have the right problems in
they truly have the right problems in
they truly have the right problems in mind involve your product manager
mind involve your product manager
mind involve your product manager throughout your research process invite
throughout your research process invite
throughout your research process invite them to your studies have them watch
them to your studies have them watch
them to your studies have them watch participants uh get feedback on a study
participants uh get feedback on a study
participants uh get feedback on a study plan analyze data together like do
plan analyze data together like do
plan analyze data together like do everything basically the it's it's our
everything basically the it's it's our
everything basically the it's it's our research not my research okay um and by
research not my research okay um and by
research not my research okay um and by the end of it nothing nothing should be
the end of it nothing nothing should be
the end of it nothing nothing should be a surprised right and by the end of it
a surprised right and by the end of it
a surprised right and by the end of it really you have to give recommendations
really you have to give recommendations
really you have to give recommendations on on clear actions to take next ux
on on clear actions to take next ux
on on clear actions to take next ux designer product designer whatever you
designer product designer whatever you
designer product designer whatever you want to call it they are a researcher's
want to call it they are a researcher's
want to call it they are a researcher's best friend they are responsible for
best friend they are responsible for
best friend they are responsible for crafting prototypes wireframes based on
crafting prototypes wireframes based on
crafting prototypes wireframes based on Research needs and goals they also work
Research needs and goals they also work
Research needs and goals they also work with research to develop many
with research to develop many
with research to develop many deliverables like personas uh user
deliverables like personas uh user
deliverables like personas uh user Journey maps and and whatnot what
Journey maps and and whatnot what
Journey maps and and whatnot what designers need to know are data informed
designers need to know are data informed
designers need to know are data informed decisions on design what's the best
decisions on design what's the best
decisions on design what's the best design for the US user and solid user
design for the US user and solid user
design for the US user and solid user research will help guide them here their
research will help guide them here their
research will help guide them here their goals are to determine the best design
goals are to determine the best design
goals are to determine the best design approaches that are useful and
approaches that are useful and
approaches that are useful and meaningful to users and meet business
meaningful to users and meet business
meaningful to users and meet business needs right you kind of see how
needs right you kind of see how
needs right you kind of see how everything falls into place between
everything falls into place between
everything falls into place between business and users needs and research is
business and users needs and research is
business and users needs and research is the Keystone that holds every piece
the Keystone that holds every piece
the Keystone that holds every piece together now how do you collaborate with
together now how do you collaborate with
together now how do you collaborate with ux designers or product designers they
ux designers or product designers they
ux designers or product designers they might have project questions or requests
might have project questions or requests
might have project questions or requests sync with them just as you would with a
sync with them just as you would with a
sync with them just as you would with a product manager sometimes you might even
product manager sometimes you might even
product manager sometimes you might even include all three in the same meeting uh
include all three in the same meeting uh
include all three in the same meeting uh or everybody in the same meeting the
or everybody in the same meeting the
or everybody in the same meeting the more of the merrier okay the get
more of the merrier okay the get
more of the merrier okay the get alignment same thing you would do with
alignment same thing you would do with
alignment same thing you would do with product managers involve them in your
product managers involve them in your
product managers involve them in your research to summarize the designer is
research to summarize the designer is
research to summarize the designer is someone who will take your research
someone who will take your research
someone who will take your research insights your recommendations and bring
insights your recommendations and bring
insights your recommendations and bring them to life now if you're at a startup
them to life now if you're at a startup
them to life now if you're at a startup you might be doing both right if you're
you might be doing both right if you're
you might be doing both right if you're at a startup and you don't have a
at a startup and you don't have a
at a startup and you don't have a specific person to do each one you might
specific person to do each one you might
specific person to do each one you might be doing both let's talk about the
be doing both let's talk about the
be doing both let's talk about the developer or engineer software they take
developer or engineer software they take
developer or engineer software they take product and design requirements and
product and design requirements and
product and design requirements and implement it into the code and they
implement it into the code and they
implement it into the code and they actually build the product so they're
actually build the product so they're
actually build the product so they're act they're really good source of
act they're really good source of
act they're really good source of knowing what is feasible or not uh and
knowing what is feasible or not uh and
knowing what is feasible or not uh and in many teams they include front end
in many teams they include front end
in many teams they include front end back end full stack uh mobile platform
back end full stack uh mobile platform
back end full stack uh mobile platform so like either iOS or Android Engineers
so like either iOS or Android Engineers
so like either iOS or Android Engineers they have specific focuses they really
they have specific focuses they really
they have specific focuses they really need exact design and product feature
need exact design and product feature
need exact design and product feature requirements so research will help
requirements so research will help
requirements so research will help designers know know what requirements
designers know know what requirements
designers know know what requirements there will be and then the designers
there will be and then the designers
there will be and then the designers will kind of hand it off to the
will kind of hand it off to the
will kind of hand it off to the developer team but I think that user
developer team but I think that user
developer team but I think that user researcher could do a good job of
researcher could do a good job of
researcher could do a good job of helping build empathy and reminding the
helping build empathy and reminding the
helping build empathy and reminding the developers like why we're doing it the
developers like why we're doing it the
developers like why we're doing it the user stories that they come up with
user stories that they come up with
user stories that they come up with might not be real user stories that
might not be real user stories that
might not be real user stories that users care about so that's why research
users care about so that's why research
users care about so that's why research is important to kind of just bridge that
is important to kind of just bridge that
is important to kind of just bridge that Gap remember the theme of the bridging
Gap remember the theme of the bridging
Gap remember the theme of the bridging Gap their goal is to implement those
Gap their goal is to implement those
Gap their goal is to implement those requirements into code and start
requirements into code and start
requirements into code and start building just a side note developers
building just a side note developers
building just a side note developers might need to build things quickly and
might need to build things quickly and
might need to build things quickly and we hear stories of like oh you know
we hear stories of like oh you know
we hear stories of like oh you know teams always build first and then test
teams always build first and then test
teams always build first and then test later which is why ux is so bad and you
later which is why ux is so bad and you
later which is why ux is so bad and you have to save time the reason why
have to save time the reason why
have to save time the reason why developers need to build quickly
developers need to build quickly
developers need to build quickly sometimes it's just like the business or
sometimes it's just like the business or
sometimes it's just like the business or like leadership forces them to come up
like leadership forces them to come up
like leadership forces them to come up with something like we need to we need
with something like we need to we need
with something like we need to we need to come up with something quick so don't
to come up with something quick so don't
to come up with something quick so don't blame them that you know blame the low
blame them that you know blame the low
blame them that you know blame the low ux maturity in the company okay so
ux maturity in the company okay so
ux maturity in the company okay so that's the gist of the engineer or the
that's the gist of the engineer or the
that's the gist of the engineer or the developer how do you collaborate with
developer how do you collaborate with
developer how do you collaborate with them same process depending on the
them same process depending on the
them same process depending on the function they can tell you if something
function they can tell you if something
function they can tell you if something is feasible to build uh or how resource
is feasible to build uh or how resource
is feasible to build uh or how resource intensive it will be um so then you can
intensive it will be um so then you can
intensive it will be um so then you can take those points and
take those points and
take those points and prioritize what can we feasibly do now
prioritize what can we feasibly do now
prioritize what can we feasibly do now and what can we feasibly do later so
and what can we feasibly do later so
and what can we feasibly do later so give recommendations to design and the
give recommendations to design and the
give recommendations to design and the designers will also give requirements to
designers will also give requirements to
designers will also give requirements to Engineers finally let's talk about our
Engineers finally let's talk about our
Engineers finally let's talk about our four fourth BFF the data scientists AKA
four fourth BFF the data scientists AKA
four fourth BFF the data scientists AKA analyst the data scientists or analyst
analyst the data scientists or analyst
analyst the data scientists or analyst they're separate from the product team
they're separate from the product team
they're separate from the product team uh but they're invaluable they track
uh but they're invaluable they track
uh but they're invaluable they track hyper granular user Behavior to make
hyper granular user Behavior to make
hyper granular user Behavior to make inferences projections correlations
inferences projections correlations
inferences projections correlations predictions and Trend analysis and they
predictions and Trend analysis and they
predictions and Trend analysis and they might visualize data with a lot of
might visualize data with a lot of
might visualize data with a lot of models okay so they they know what's
models okay so they they know what's
models okay so they they know what's going on at a large scale what they need
going on at a large scale what they need
going on at a large scale what they need are data just like we need data they
are data just like we need data they
are data just like we need data they focus on quantitative they focus on the
focus on quantitative they focus on the
focus on quantitative they focus on the what is happening when we triangulate
what is happening when we triangulate
what is happening when we triangulate with quantitative data we build the
with quantitative data we build the
with quantitative data we build the whole picture we give color to the what
whole picture we give color to the what
whole picture we give color to the what so how do we collaborate with data
so how do we collaborate with data
so how do we collaborate with data scientists they might not be as involved
scientists they might not be as involved
scientists they might not be as involved in your research but they know what's
in your research but they know what's
in your research but they know what's going on sometimes they want to find out
going on sometimes they want to find out
going on sometimes they want to find out why so sync with them and look at the
why so sync with them and look at the
why so sync with them and look at the data together right they know what and
data together right they know what and
data together right they know what and you know why this way you might be able
you know why this way you might be able
you know why this way you might be able to distinguish expect user actions from
to distinguish expect user actions from
to distinguish expect user actions from actual user actions uh you will cross
actual user actions uh you will cross
actual user actions uh you will cross reference your samples and your main
reference your samples and your main
reference your samples and your main questions making sure the way you
questions making sure the way you
questions making sure the way you collect data are going to be a little
collect data are going to be a little
collect data are going to be a little bit different uh so just ask those
bit different uh so just ask those
bit different uh so just ask those questions first like how where did you
questions first like how where did you
questions first like how where did you get the data how did you get the data
get the data how did you get the data
get the data how did you get the data who did you s uh who did you sample
who did you s uh who did you sample
who did you s uh who did you sample because it'll be a little different from
because it'll be a little different from
because it'll be a little different from how you do the qualitative side okay so
how you do the qualitative side okay so
how you do the qualitative side okay so we went through the four most common
we went through the four most common
we went through the four most common stakeholders that you might work with on
stakeholders that you might work with on
stakeholders that you might work with on a product team um but at the end of the
a product team um but at the end of the
a product team um but at the end of the day remember just meet your teammates
day remember just meet your teammates
day remember just meet your teammates learn their needs understand how to
learn their needs understand how to
learn their needs understand how to collaborate with them and go from there
collaborate with them and go from there
collaborate with them and go from there because every team's going to be
because every team's going to be
because every team's going to be different involve them in your
different involve them in your
different involve them in your research what's a day in the life of a
research what's a day in the life of a
research what's a day in the life of a ux researcher before I jump into it I do
ux researcher before I jump into it I do
ux researcher before I jump into it I do have two YouTube videos that are you
have two YouTube videos that are you
have two YouTube videos that are you know they're fun more lifestyle videos
know they're fun more lifestyle videos
know they're fun more lifestyle videos about what the day in the life looks
about what the day in the life looks
about what the day in the life looks like for ux researcher one is preo and
like for ux researcher one is preo and
like for ux researcher one is preo and one was during Co um so go check it out
one was during Co um so go check it out
one was during Co um so go check it out on my YouTube Channel Zero ux day in a
on my YouTube Channel Zero ux day in a
on my YouTube Channel Zero ux day in a life with that aside a day in a life a
life with that aside a day in a life a
life with that aside a day in a life a week in a life it varies greatly before
week in a life it varies greatly before
week in a life it varies greatly before I transitioned into ux research I
I transitioned into ux research I
I transitioned into ux research I thought the majority of the day would be
thought the majority of the day would be
thought the majority of the day would be conducting research woo researchers
conducting research woo researchers
conducting research woo researchers conducting research who would have
conducting research who would have
conducting research who would have thought I thought maybe 60 to 70% of my
thought I thought maybe 60 to 70% of my
thought I thought maybe 60 to 70% of my time would be uh talking to users well
time would be uh talking to users well
time would be uh talking to users well in reality most of your time is going to
in reality most of your time is going to
in reality most of your time is going to be spent meeting with stakeholders
be spent meeting with stakeholders
be spent meeting with stakeholders planning planning about meetings meeting
planning planning about meetings meeting
planning planning about meetings meeting about planning scheduling research
about planning scheduling research
about planning scheduling research scheduling participants analyzing data
scheduling participants analyzing data
scheduling participants analyzing data writing up your report and then having
writing up your report and then having
writing up your report and then having more you guessed it
more you guessed it
more you guessed it meetings meeting meeting everybody
meetings meeting meeting everybody
meetings meeting meeting everybody meeting okay all right maybe it sounds
meeting okay all right maybe it sounds
meeting okay all right maybe it sounds like I'm complaining about
like I'm complaining about
like I'm complaining about meetings just a little bit but I just
meetings just a little bit but I just
meetings just a little bit but I just wanted to set the right
wanted to set the right
wanted to set the right expectations meetings are fine I guess
expectations meetings are fine I guess
expectations meetings are fine I guess but research is
but research is
but research is finer which sounds like funner because
finer which sounds like funner because
finer which sounds like funner because it is so here's a couple of screenshots
it is so here's a couple of screenshots
it is so here's a couple of screenshots of my weeks at work uh from two
of my weeks at work uh from two
of my weeks at work uh from two different companies and you know every
different companies and you know every
different companies and you know every week it's going to be very different
week it's going to be very different
week it's going to be very different some weeks I'm not doing any user
some weeks I'm not doing any user
some weeks I'm not doing any user studies like some weeks I am uh full
studies like some weeks I am uh full
studies like some weeks I am uh full days of doing research daily syns daily
days of doing research daily syns daily
days of doing research daily syns daily standups team meetings weekly meetings
standups team meetings weekly meetings
standups team meetings weekly meetings one-on ones uh All Hands meetings like
one-on ones uh All Hands meetings like
one-on ones uh All Hands meetings like different kind of me so yeah it's going
different kind of me so yeah it's going
different kind of me so yeah it's going to be a little different but just to
to be a little different but just to
to be a little different but just to give you an idea of what a week in a
give you an idea of what a week in a
give you an idea of what a week in a life might look like now now for a
life might look like now now for a
life might look like now now for a specific project let's say you're doing
specific project let's say you're doing
specific project let's say you're doing a research study um here's a maybe an
a research study um here's a maybe an
a research study um here's a maybe an example timeline for a project by no
example timeline for a project by no
example timeline for a project by no means is this representative of a lot of
means is this representative of a lot of
means is this representative of a lot of projects but based on my experiences a
projects but based on my experiences a
projects but based on my experiences a lot of them are going to be maybe a two
lot of them are going to be maybe a two
lot of them are going to be maybe a two or 3 week turnar around time if you're
or 3 week turnar around time if you're
or 3 week turnar around time if you're doing longitudinal studies like a longer
doing longitudinal studies like a longer
doing longitudinal studies like a longer diary study or you're planning
diary study or you're planning
diary study or you're planning contextual field research yeah your
contextual field research yeah your
contextual field research yeah your timeline's going to be different but
timeline's going to be different but
timeline's going to be different but let's let's just use this an example so
let's let's just use this an example so
let's let's just use this an example so day one of week one you're planning
day one of week one you're planning
day one of week one you're planning research you kick off the study we'll
research you kick off the study we'll
research you kick off the study we'll talk about how to do all these things in
talk about how to do all these things in
talk about how to do all these things in later modules uh you plan a research you
later modules uh you plan a research you
later modules uh you plan a research you start recruiting participants you write
start recruiting participants you write
start recruiting participants you write it up you finalize about a second week
it up you finalize about a second week
it up you finalize about a second week and then you run your studies a lot of
and then you run your studies a lot of
and then you run your studies a lot of debriefing of your stakeholders tweaking
debriefing of your stakeholders tweaking
debriefing of your stakeholders tweaking your study plan if you have to and then
your study plan if you have to and then
your study plan if you have to and then you're going to spend some time
you're going to spend some time
you're going to spend some time analyzing your data and then by the end
analyzing your data and then by the end
analyzing your data and then by the end you're going to read out your
you're going to read out your
you're going to read out your recommendations your final report and
recommendations your final report and
recommendations your final report and there's your project now this is all
there's your project now this is all
there's your project now this is all fine and dandy looks so smooth and
fine and dandy looks so smooth and
fine and dandy looks so smooth and streamlined but in reality it looks more
streamlined but in reality it looks more
streamlined but in reality it looks more like this so while you're running one
like this so while you're running one
like this so while you're running one study you might be wrapping up a second
study you might be wrapping up a second
study you might be wrapping up a second study while you're running the study you
study while you're running the study you
study while you're running the study you might have to plan your next study so we
might have to plan your next study so we
might have to plan your next study so we ux researchers are juggling projects
ux researchers are juggling projects
ux researchers are juggling projects here and there sometimes I'm doing three
here and there sometimes I'm doing three
here and there sometimes I'm doing three projects at the same time so it really
projects at the same time so it really
projects at the same time so it really depends on your team's needs your
depends on your team's needs your
depends on your team's needs your priorities and things like that
priorities and things like that
priorities and things like that what I'm trying to say is your schedule
what I'm trying to say is your schedule
what I'm trying to say is your schedule can be
can be
can be hectic therefore it's important to have
hectic therefore it's important to have
hectic therefore it's important to have time management prioritization and
time management prioritization and
time management prioritization and communication skills all of which we'll
communication skills all of which we'll
communication skills all of which we'll talk about in later
talk about in later
talk about in later modules the research team structure
modules the research team structure
modules the research team structure typically there are two types of models
typically there are two types of models
typically there are two types of models the first is embedded and the second is
the first is embedded and the second is
the first is embedded and the second is more of a
more of a
more of a Consulting centralized style in the
Consulting centralized style in the
Consulting centralized style in the embedded model this means you work on
embedded model this means you work on
embedded model this means you work on and support a particular team so you're
and support a particular team so you're
and support a particular team so you're part of one team the pros are that you
part of one team the pros are that you
part of one team the pros are that you become an area expert on that team on
become an area expert on that team on
become an area expert on that team on that topic and you get to build closer
that topic and you get to build closer
that topic and you get to build closer relationships with your team you can
relationships with your team you can
relationships with your team you can also see projects go from being a Little
also see projects go from being a Little
also see projects go from being a Little Seedling into launching into the real
Seedling into launching into the real
Seedling into launching into the real world right this way you can track your
world right this way you can track your
world right this way you can track your impact more readily you can see how
impact more readily you can see how
impact more readily you can see how things change at each step and you can
things change at each step and you can
things change at each step and you can make those changes through research the
make those changes through research the
make those changes through research the cons of the embedded model is that
cons of the embedded model is that
cons of the embedded model is that because you're working on the the one
because you're working on the the one
because you're working on the the one team on the one product you don't really
team on the one product you don't really
team on the one product you don't really get the context or the bird's eye view
get the context or the bird's eye view
get the context or the bird's eye view of what's going on cross functionally
of what's going on cross functionally
of what's going on cross functionally between teams and really your users
between teams and really your users
between teams and really your users don't care like your users don't look at
don't care like your users don't look at
don't care like your users don't look at your product and say oh that's this
your product and say oh that's this
your product and say oh that's this team's work that's this team's work they
team's work that's this team's work they
team's work that's this team's work they look at your product and they see one
look at your product and they see one
look at your product and they see one holistic experience so working on the
holistic experience so working on the
holistic experience so working on the one little thing you might not get that
one little thing you might not get that
one little thing you might not get that bird's eye view so you will have to rely
bird's eye view so you will have to rely
bird's eye view so you will have to rely on collaborating Cross function to get
on collaborating Cross function to get
on collaborating Cross function to get that context the second type of Team
that context the second type of Team
that context the second type of Team structure is this consulting or
structure is this consulting or
structure is this consulting or centralized or Studio model you're kind
centralized or Studio model you're kind
centralized or Studio model you're kind of like a a project consultant basically
of like a a project consultant basically
of like a a project consultant basically you live here but you support multiple
you live here but you support multiple
you live here but you support multiple different teams right so one day you can
different teams right so one day you can
different teams right so one day you can work for this team and next day you can
work for this team and next day you can
work for this team and next day you can work for this team and so on the pros of
work for this team and so on the pros of
work for this team and so on the pros of this are you get to work on many
this are you get to work on many
this are you get to work on many different kinds of problems right many
different kinds of problems right many
different kinds of problems right many different kinds of products potentially
different kinds of products potentially
different kinds of products potentially and build relationships with many
and build relationships with many
and build relationships with many different teams the cons of the
different teams the cons of the
different teams the cons of the Consulting model is you know you do the
Consulting model is you know you do the
Consulting model is you know you do the research get the insights and you make
research get the insights and you make
research get the insights and you make the recommendations and then you kind of
the recommendations and then you kind of
the recommendations and then you kind of say bye so it's harder to realize
say bye so it's harder to realize
say bye so it's harder to realize whether your research actually made an
whether your research actually made an
whether your research actually made an impact like whether or not they
impact like whether or not they
impact like whether or not they implemented the changes or not so it's a
implemented the changes or not so it's a
implemented the changes or not so it's a little harder to track the impact I
little harder to track the impact I
little harder to track the impact I guess the only way to do it is reach out
guess the only way to do it is reach out
guess the only way to do it is reach out you know see hey you know how is the
you know see hey you know how is the
you know see hey you know how is the how's the project going along so those
how's the project going along so those
how's the project going along so those are the two different kind of models
are the two different kind of models
are the two different kind of models one's not better than the other it's
one's not better than the other it's
one's not better than the other it's just what's needed for the team for
just what's needed for the team for
just what's needed for the team for example when I was working at Uber I was
example when I was working at Uber I was
example when I was working at Uber I was embedded on a particular team looking at
embedded on a particular team looking at
embedded on a particular team looking at trucking companies I got to see in depth
trucking companies I got to see in depth
trucking companies I got to see in depth one side of the trucking experience so I
one side of the trucking experience so I
one side of the trucking experience so I had to collaborate with other teams to
had to collaborate with other teams to
had to collaborate with other teams to know like oh well the trucking
know like oh well the trucking
know like oh well the trucking experience spans different part of the
experience spans different part of the
experience spans different part of the user journey and we're only focusing on
user journey and we're only focusing on
user journey and we're only focusing on one part of it at the end of the day the
one part of it at the end of the day the
one part of it at the end of the day the user's experience spans the holistic
user's experience spans the holistic
user's experience spans the holistic product or the service right it's
product or the service right it's
product or the service right it's agnostic of how we Define our teams now
agnostic of how we Define our teams now
agnostic of how we Define our teams now those are the two main ones there is one
those are the two main ones there is one
those are the two main ones there is one more that I've worked on before and this
more that I've worked on before and this
more that I've worked on before and this is a combination of both embedded and
is a combination of both embedded and
is a combination of both embedded and the Consulting model so when I was
the Consulting model so when I was
the Consulting model so when I was working at Google I was embedded on the
working at Google I was embedded on the
working at Google I was embedded on the wearables team so I only did research
wearables team so I only did research
wearables team so I only did research for that team however within that team
for that team however within that team
for that team however within that team there were multiple sub teams and i
there were multiple sub teams and i
there were multiple sub teams and i would support all of them so in a way I
would support all of them so in a way I
would support all of them so in a way I was embedded on the bigger team but I
was embedded on the bigger team but I
was embedded on the bigger team but I was Consulting many of the sub the
was Consulting many of the sub the
was Consulting many of the sub the smaller teams so that's a hybrid of both
smaller teams so that's a hybrid of both
smaller teams so that's a hybrid of both so we just covered how researchers fit
so we just covered how researchers fit
so we just covered how researchers fit into different team structures the
into different team structures the
into different team structures the embedded model and the Consulting model
embedded model and the Consulting model
embedded model and the Consulting model and a hybrid model as well at the end of
and a hybrid model as well at the end of
and a hybrid model as well at the end of the day neither is better than the other
the day neither is better than the other
the day neither is better than the other just whatever team prefers there are
just whatever team prefers there are
just whatever team prefers there are pros and cons to each so just make sure
pros and cons to each so just make sure
pros and cons to each so just make sure to collaborate cross functionally with
to collaborate cross functionally with
to collaborate cross functionally with your partners to get the birds D view of
your partners to get the birds D view of
your partners to get the birds D view of your entire user experience so you're
your entire user experience so you're
your entire user experience so you're learning ux research backpack on your
learning ux research backpack on your
learning ux research backpack on your back books in hand you're learning
back books in hand you're learning
back books in hand you're learning different types of methods reading Steve
different types of methods reading Steve
different types of methods reading Steve Krug reading Neilon Norman articles and
Krug reading Neilon Norman articles and
Krug reading Neilon Norman articles and then you come across different terms for
then you come across different terms for
then you come across different terms for types of
types of
types of research generative formative strategic
research generative formative strategic
research generative formative strategic and then you come across evitative
and then you come across evitative
and then you come across evitative foundational summative exploratory
foundational summative exploratory
foundational summative exploratory tactical need funding have
suck when I first started learning ux
suck when I first started learning ux research I was like what the heck I read
research I was like what the heck I read
research I was like what the heck I read multiple articles on these terms so many
multiple articles on these terms so many
multiple articles on these terms so many times and I still confused how to do
times and I still confused how to do
times and I still confused how to do generative research how to do
generative research how to do
generative research how to do foundational research how to do
foundational research how to do
foundational research how to do Discovery research and I'm like the meat
Discovery research and I'm like the meat
Discovery research and I'm like the meat of the Articles they all talk about the
of the Articles they all talk about the
of the Articles they all talk about the same thing but all called it something
same thing but all called it something
same thing but all called it something different so I was like what am I
different so I was like what am I
different so I was like what am I missing something here what what's the
missing something here what what's the
missing something here what what's the difference and I kept trying to
difference and I kept trying to
difference and I kept trying to reconcile the differences I'm like they
reconcile the differences I'm like they
reconcile the differences I'm like they have to be different because they're
have to be different because they're
have to be different because they're called different names right and so
called different names right and so
called different names right and so today I'm going to Define these terms
today I'm going to Define these terms
today I'm going to Define these terms once and for all so that you don't have
once and for all so that you don't have
once and for all so that you don't have to struggle the way I did trying to
to struggle the way I did trying to
to struggle the way I did trying to reconcile the differences between these
reconcile the differences between these
reconcile the differences between these terms and I'm going to show you how they
terms and I'm going to show you how they
terms and I'm going to show you how they fit into the product development process
fit into the product development process
fit into the product development process why they're different at what stage do
why they're different at what stage do
why they're different at what stage do you do some of these research and oh
you do some of these research and oh
you do some of these research and oh yeah we're also going to learn about the
yeah we're also going to learn about the
yeah we're also going to learn about the product development process and then
product development process and then
product development process and then I'll Define all the different types of
I'll Define all the different types of
I'll Define all the different types of research along each phase of the
research along each phase of the
research along each phase of the development process all right so taking
development process all right so taking
development process all right so taking a look at this slide we're going to
a look at this slide we're going to
a look at this slide we're going to start with a development process that
start with a development process that
start with a development process that has no business model there's we start
has no business model there's we start
has no business model there's we start at zero we identify a problem or an
at zero we identify a problem or an
at zero we identify a problem or an opportunity anytime there's a problem is
opportunity anytime there's a problem is
opportunity anytime there's a problem is also an
also an
also an opportunity and then once we do some
opportunity and then once we do some
opportunity and then once we do some research generate some ideas we're going
research generate some ideas we're going
research generate some ideas we're going to start testing Concepts we're going to
to start testing Concepts we're going to
to start testing Concepts we're going to have Concepts in mind
have Concepts in mind
have Concepts in mind we have at this point Concepts so
we have at this point Concepts so
we have at this point Concepts so they're unvalidated business model and
they're unvalidated business model and
they're unvalidated business model and at every step of the way we're going to
at every step of the way we're going to
at every step of the way we're going to do research research is crucial research
do research research is crucial research
do research research is crucial research is the Keystone for every single step of
is the Keystone for every single step of
is the Keystone for every single step of this process and once we test these
this process and once we test these
this process and once we test these Concepts we're going to have start we're
Concepts we're going to have start we're
Concepts we're going to have start we're going to start solutioning once we have
going to start solutioning once we have
going to start solutioning once we have Sol Solutions we're going to evaluate
Sol Solutions we're going to evaluate
Sol Solutions we're going to evaluate them and test them out the ones that
them and test them out the ones that
them and test them out the ones that make sense we're going to start actually
make sense we're going to start actually
make sense we're going to start actually deciding on those and test that scale
deciding on those and test that scale
deciding on those and test that scale and showing the business value of that
and showing the business value of that
and showing the business value of that uh development
uh development
uh development therefore we're going to have a
therefore we're going to have a
therefore we're going to have a validated business model does it make
validated business model does it make
validated business model does it make sense to users does it make sense to the
sense to users does it make sense to the
sense to users does it make sense to the business if so we're going to decide on
business if so we're going to decide on
business if so we're going to decide on that ship it get feedback by doing
that ship it get feedback by doing
that ship it get feedback by doing research iterate at every one of these
research iterate at every one of these
research iterate at every one of these steps eventually going to Market
steps eventually going to Market
steps eventually going to Market launching it right and once you launch
launching it right and once you launch
launching it right and once you launch we're not done yet once we launch we
we're not done yet once we launch we
we're not done yet once we launch we still have to evaluate this ass
still have to evaluate this ass
still have to evaluate this ass summative research which I'll explain
summative research which I'll explain
summative research which I'll explain but once you launch you're going to want
but once you launch you're going to want
but once you launch you're going to want to measure what is going on in the real
to measure what is going on in the real
to measure what is going on in the real world scale is it meeting user needs
world scale is it meeting user needs
world scale is it meeting user needs what are the uh reviews people are
what are the uh reviews people are
what are the uh reviews people are leaving and then can we get reach out to
leaving and then can we get reach out to
leaving and then can we get reach out to into new
into new
into new markets and I've separated this
markets and I've separated this
markets and I've separated this development process into two main
development process into two main
development process into two main buckets of research foundational SL
buckets of research foundational SL
buckets of research foundational SL generative research and then evaluative
generative research and then evaluative
generative research and then evaluative research coming down here in the map we
research coming down here in the map we
research coming down here in the map we identify a need some user need or
identify a need some user need or
identify a need some user need or business need Define what it is that
business need Define what it is that
business need Define what it is that makes this project or product successful
makes this project or product successful
makes this project or product successful start learning about our users
start learning about our users
start learning about our users understanding deep dive into our users
understanding deep dive into our users
understanding deep dive into our users what that existing Market looks like
what that existing Market looks like
what that existing Market looks like what about our competitors what are they
what about our competitors what are they
what about our competitors what are they doing what's that problem space look
doing what's that problem space look
doing what's that problem space look like we're going to start brainstorming
like we're going to start brainstorming
like we're going to start brainstorming ideas and this product Vision we're
ideas and this product Vision we're
ideas and this product Vision we're going to learn more in module three of
going to learn more in module three of
going to learn more in module three of how to craft a ux strategy and product
how to craft a ux strategy and product
how to craft a ux strategy and product Vision as part of that and then we're
Vision as part of that and then we're
Vision as part of that and then we're going to have Define those business
going to have Define those business
going to have Define those business values and then you're going to see
values and then you're going to see
values and then you're going to see these diamonds now if you learned Double
these diamonds now if you learned Double
these diamonds now if you learned Double Diamond from Ideo well you can do Double
Diamond from Ideo well you can do Double
Diamond from Ideo well you can do Double Diamond but in reality you're doing
Diamond but in reality you're doing
Diamond but in reality you're doing triple diamonds quadruple diamonds
triple diamonds quadruple diamonds
triple diamonds quadruple diamonds quintuple diamonds you know the process
quintuple diamonds you know the process
quintuple diamonds you know the process really depends on your team your product
really depends on your team your product
really depends on your team your product your launch your deadlines and
your launch your deadlines and
your launch your deadlines and everything else and each one of these
everything else and each one of these
everything else and each one of these steps research is involved every one of
steps research is involved every one of
steps research is involved every one of the steps measure learn pivot getting
the steps measure learn pivot getting
the steps measure learn pivot getting feedback new ideas building getting
feedback new ideas building getting
feedback new ideas building getting feedback iterating new ideas mean
feedback iterating new ideas mean
feedback iterating new ideas mean iterating decide getting feedback
iterating decide getting feedback
iterating decide getting feedback shipping so every single step research
shipping so every single step research
shipping so every single step research is involved now
is involved now
is involved now with that in mind this is the product
with that in mind this is the product
with that in mind this is the product development process let's talk about the
development process let's talk about the
development process let's talk about the types of research now bucket types of
types of research now bucket types of
types of research now bucket types of research into two main ones see the card
research into two main ones see the card
research into two main ones see the card sorting right there the first is
sorting right there the first is
sorting right there the first is strategic research which is the same
strategic research which is the same
strategic research which is the same thing as foundational generative
thing as foundational generative
thing as foundational generative exploratory neat finding path Ling
exploratory neat finding path Ling
exploratory neat finding path Ling Discovery all the same they have so many
Discovery all the same they have so many
Discovery all the same they have so many different names this is what I was so
different names this is what I was so
different names this is what I was so confused about on the other hand we have
confused about on the other hand we have
confused about on the other hand we have tactical research AKA evaluative
tactical research AKA evaluative
tactical research AKA evaluative research same term now evaluative
research same term now evaluative
research same term now evaluative research has two kinds formative and
research has two kinds formative and
research has two kinds formative and summative uh strategic research focus on
summative uh strategic research focus on
summative uh strategic research focus on on a big picture long-term adaptive
on a big picture long-term adaptive
on a big picture long-term adaptive goals it's exploratory in nature and
goals it's exploratory in nature and
goals it's exploratory in nature and this use this type of research usually
this use this type of research usually
this use this type of research usually includes understanding who your users
includes understanding who your users
includes understanding who your users are building an understanding of
are building an understanding of
are building an understanding of something it could be your user Behavior
something it could be your user Behavior
something it could be your user Behavior Market opportunities sentiment U
Market opportunities sentiment U
Market opportunities sentiment U motivations it is used as the foundation
motivations it is used as the foundation
motivations it is used as the foundation of everything else on the other hand
of everything else on the other hand
of everything else on the other hand tactical research is more of that
tactical research is more of that
tactical research is more of that nitty-gritty stuff it's the
nitty-gritty stuff it's the
nitty-gritty stuff it's the implementation of design specific design
implementation of design specific design
implementation of design specific design recommendations that all serve to
recommendations that all serve to
recommendations that all serve to achieve the overall product or business
achieve the overall product or business
achieve the overall product or business strategy and these this is what we know
strategy and these this is what we know
strategy and these this is what we know as usability testing AB testing um where
as usability testing AB testing um where
as usability testing AB testing um where we have prototypes we're designing and
we have prototypes we're designing and
we have prototypes we're designing and we're evaluating these Concepts
we're evaluating these Concepts
we're evaluating these Concepts foundational research as I mentioned so
foundational research as I mentioned so
foundational research as I mentioned so many different names this is focused on
many different names this is focused on
many different names this is focused on exploring that topic or problem that
exploring that topic or problem that
exploring that topic or problem that hasn't been
hasn't been
hasn't been identified it's foundational because
identified it's foundational because
identified it's foundational because you're building up the foundation of
you're building up the foundation of
you're building up the foundation of knowledge on your
knowledge on your
knowledge on your users our users don't tell us what the
users our users don't tell us what the
users our users don't tell us what the problems are it's our job to synthesize
problems are it's our job to synthesize
problems are it's our job to synthesize and spot those problems through research
and spot those problems through research
and spot those problems through research and we can do them by interviews
and we can do them by interviews
and we can do them by interviews contextual inquiries observing what
contextual inquiries observing what
contextual inquiries observing what people do when where why
people do when where why
people do when where why how evaluative research is testing an
how evaluative research is testing an
how evaluative research is testing an idea concept or prototype with the
idea concept or prototype with the
idea concept or prototype with the purpose of improving an existing idea so
purpose of improving an existing idea so
purpose of improving an existing idea so we're trying to see what works what
we're trying to see what works what
we're trying to see what works what doesn't and why in module 7 we'll talk
doesn't and why in module 7 we'll talk
doesn't and why in module 7 we'll talk about something I dub the research death
about something I dub the research death
about something I dub the research death spiral the Tactical research death
spiral the Tactical research death
spiral the Tactical research death spiral which I've given talks at
spiral which I've given talks at
spiral which I've given talks at conferences several times on now let's
conferences several times on now let's
conferences several times on now let's break that down evaluative research
break that down evaluative research
break that down evaluative research there's two types there's formative
there's two types there's formative
there's two types there's formative research and then there's summative
research and then there's summative
research and then there's summative research formative research is what we
research formative research is what we
research formative research is what we know usually as evaluative research so
know usually as evaluative research so
know usually as evaluative research so like usability testing euristic
like usability testing euristic
like usability testing euristic evaluations this kind of research we do
evaluations this kind of research we do
evaluations this kind of research we do often in
often in
often in early all right so when we talk about
early all right so when we talk about
early all right so when we talk about tactical eval of research usually we're
tactical eval of research usually we're
tactical eval of research usually we're referring to formative research
referring to formative research
referring to formative research formative usability testing summative
formative usability testing summative
formative usability testing summative evaluation focuses on the overall
evaluation focuses on the overall
evaluation focuses on the overall experience usually this is quantitative
experience usually this is quantitative
experience usually this is quantitative like once you launch something and see
like once you launch something and see
like once you launch something and see how it performs in the real world now we
how it performs in the real world now we
how it performs in the real world now we have data now we have users using our
have data now we have users using our
have data now we have users using our product we can actually track things so
product we can actually track things so
product we can actually track things so we might track things like like metrics
we might track things like like metrics
we might track things like like metrics different metrics sentiment satisfaction
different metrics sentiment satisfaction
different metrics sentiment satisfaction NPS whatever we Define as our success
NPS whatever we Define as our success
NPS whatever we Define as our success metrics H there is one more worth
metrics H there is one more worth
metrics H there is one more worth mentioning this is called concept
mentioning this is called concept
mentioning this is called concept testing uh or you might hear it being
testing uh or you might hear it being
testing uh or you might hear it being called concept validation what is
called concept validation what is
called concept validation what is concept testing is to see if an idea
concept testing is to see if an idea
concept testing is to see if an idea resonates with users to validate or
resonates with users to validate or
resonates with users to validate or invalidate Solutions or to see if the
invalidate Solutions or to see if the
invalidate Solutions or to see if the idea is valuable or not to find a
idea is valuable or not to find a
idea is valuable or not to find a product Market
product Market
product Market fit Now concept testing
fit Now concept testing
fit Now concept testing it it has been really confusing to me
it it has been really confusing to me
it it has been really confusing to me because I thought it was a method at
because I thought it was a method at
because I thought it was a method at first concept testing itself is not a
first concept testing itself is not a
first concept testing itself is not a method or it's not a
method or it's not a
method or it's not a methodology and teams might call it
methodology and teams might call it
methodology and teams might call it validation now this slight Nuance is
validation now this slight Nuance is
validation now this slight Nuance is very biased okay when teams try and ask
very biased okay when teams try and ask
very biased okay when teams try and ask you to validate something they're trying
you to validate something they're trying
you to validate something they're trying to tell you go find out how to make this
to tell you go find out how to make this
to tell you go find out how to make this work that's biased our job is to do both
work that's biased our job is to do both
work that's biased our job is to do both it's what works and what doesn't work
it's what works and what doesn't work
it's what works and what doesn't work our goal should also be not just to
our goal should also be not just to
our goal should also be not just to validate but to invalidate Concepts and
validate but to invalidate Concepts and
validate but to invalidate Concepts and that's something no one taught me but
that's something no one taught me but
that's something no one taught me but now I know it's not just validation it's
now I know it's not just validation it's
now I know it's not just validation it's invalidation concept testing looks to
invalidation concept testing looks to
invalidation concept testing looks to answer these kind of questions do users
answer these kind of questions do users
answer these kind of questions do users care about this idea what works what
care about this idea what works what
care about this idea what works what doesn't
doesn't
doesn't work you might run concept testing after
work you might run concept testing after
work you might run concept testing after you come up with ideas after ideation
you come up with ideas after ideation
you come up with ideas after ideation Sprints that are based off of research
Sprints that are based off of research
Sprints that are based off of research um or you can just still test prototypes
um or you can just still test prototypes
um or you can just still test prototypes based on assumptions or best practice
based on assumptions or best practice
based on assumptions or best practice practices how can you concept test well
practices how can you concept test well
practices how can you concept test well like I mentioned it's not any one method
like I mentioned it's not any one method
like I mentioned it's not any one method so you can use any kind of method to
so you can use any kind of method to
so you can use any kind of method to test your Concepts depending on what
test your Concepts depending on what
test your Concepts depending on what your goals are you can do surveys
your goals are you can do surveys
your goals are you can do surveys interviews focus groups participatory
interviews focus groups participatory
interviews focus groups participatory design usability testing uh just be sure
design usability testing uh just be sure
design usability testing uh just be sure to be clear on your goals if it's just
to be clear on your goals if it's just
to be clear on your goals if it's just an idea you shouldn't care about the
an idea you shouldn't care about the
an idea you shouldn't care about the usability just yet just whether the idea
usability just yet just whether the idea
usability just yet just whether the idea works or not that's the purpose of
works or not that's the purpose of
works or not that's the purpose of concept testing don't usability test it
concept testing don't usability test it
concept testing don't usability test it it doesn't matter if people can use it
it doesn't matter if people can use it
it doesn't matter if people can use it or not at this point it's just is it
or not at this point it's just is it
or not at this point it's just is it valuable or not and it can also just be
valuable or not and it can also just be
valuable or not and it can also just be an idea at this point right you don't
an idea at this point right you don't
an idea at this point right you don't need prototypes for concept testing you
need prototypes for concept testing you
need prototypes for concept testing you could just tell people what you have in
could just tell people what you have in
could just tell people what you have in mind or you can ask people what they've
mind or you can ask people what they've
mind or you can ask people what they've done in the past here's the map of all
done in the past here's the map of all
done in the past here's the map of all the different types of research and now
the different types of research and now
the different types of research and now I've added concept
I've added concept
I've added concept testing now we're almost done with this
testing now we're almost done with this
testing now we're almost done with this what term should you use I would say use
what term should you use I would say use
what term should you use I would say use whatever term your team is already using
whatever term your team is already using
whatever term your team is already using right now for Simplicity sake when you
right now for Simplicity sake when you
right now for Simplicity sake when you speak with leadership you know like
speak with leadership you know like
speak with leadership you know like directors or VPS I prefer to use the
directors or VPS I prefer to use the
directors or VPS I prefer to use the word strategic and tactical research it
word strategic and tactical research it
word strategic and tactical research it just sounds more busy now on the other
just sounds more busy now on the other
just sounds more busy now on the other hand you're speaking of product teams
hand you're speaking of product teams
hand you're speaking of product teams you might use the words generative or
you might use the words generative or
you might use the words generative or evaluative research you don't want to
evaluative research you don't want to
evaluative research you don't want to confuse everybody so just stick with
confuse everybody so just stick with
confuse everybody so just stick with what your team's already using pick one
what your team's already using pick one
what your team's already using pick one and stick with it now we learned the
and stick with it now we learned the
and stick with it now we learned the different types of research their
different types of research their
different types of research their definitions and how they fit into the
definitions and how they fit into the
definitions and how they fit into the product development process and now we
product development process and now we
product development process and now we don't have to be all confused with these
don't have to be all confused with these
don't have to be all confused with these terms
terms
terms anymore we'll be using these
anymore we'll be using these
anymore we'll be using these terminologies throughout the course and
terminologies throughout the course and
terminologies throughout the course and Beyond in one episode of Hotel Hell
Beyond in one episode of Hotel Hell
Beyond in one episode of Hotel Hell Gordon Ramsey visits a hotel that's
Gordon Ramsey visits a hotel that's
Gordon Ramsey visits a hotel that's having troubles with their business the
having troubles with their business the
having troubles with their business the hotel manager and CEO were wondering why
hotel manager and CEO were wondering why
hotel manager and CEO were wondering why they were hemorrhaging money the guests
they were hemorrhaging money the guests
they were hemorrhaging money the guests complain that the rooms have mold that
complain that the rooms have mold that
complain that the rooms have mold that the beds are creaky and the hotel
the beds are creaky and the hotel
the beds are creaky and the hotel manager just blames the guests as being
manager just blames the guests as being
manager just blames the guests as being too needy Gordon Ramsay obviously in
too needy Gordon Ramsay obviously in
too needy Gordon Ramsay obviously in disbelief uh gathers the bunch of
disbelief uh gathers the bunch of
disbelief uh gathers the bunch of Executives the hotel executiv is in a
Executives the hotel executiv is in a
Executives the hotel executiv is in a room in a circle and asks them who is
room in a circle and asks them who is
room in a circle and asks them who is the most important person in the
the most important person in the
the most important person in the hotel and at that moment you on the TV
hotel and at that moment you on the TV
hotel and at that moment you on the TV you can literally see the faces of the
you can literally see the faces of the
you can literally see the faces of the entire Hotel staff they obviously hadn't
entire Hotel staff they obviously hadn't
entire Hotel staff they obviously hadn't thought about the guests they were so
thought about the guests they were so
thought about the guests they were so focused on increasing Revenue that they
focused on increasing Revenue that they
focused on increasing Revenue that they forgot to focus on the core problems I
forgot to focus on the core problems I
forgot to focus on the core problems I know I know how how could they forget
know I know how how could they forget
know I know how how could they forget that it's so obvious we're learning ux
that it's so obvious we're learning ux
that it's so obvious we're learning ux okay we're learning ux and being how how
okay we're learning ux and being how how
okay we're learning ux and being how how to be more user focus and use it first
to be more user focus and use it first
to be more user focus and use it first but this notion isn't obvious for many
but this notion isn't obvious for many
but this notion isn't obvious for many businesses I think things are changing
businesses I think things are changing
businesses I think things are changing for the better but in the thick of
for the better but in the thick of
for the better but in the thick of things you be surprised how many
things you be surprised how many
things you be surprised how many businesses forget about their customers
businesses forget about their customers
businesses forget about their customers now how do we make sure our investors
now how do we make sure our investors
now how do we make sure our investors are happy how do we make sure our staff
are happy how do we make sure our staff
are happy how do we make sure our staff are happy they forget about the users
are happy they forget about the users
are happy they forget about the users how do we shove ads in a more user
how do we shove ads in a more user
how do we shove ads in a more user centered way ads make money if we just
centered way ads make money if we just
centered way ads make money if we just shove it in a more userfriendly way
shove it in a more userfriendly way
shove it in a more userfriendly way that's good ux so that's good business
that's good ux so that's good business
that's good ux so that's good business right am I
right am I
right am I right hey editor Kevin here there's a
right hey editor Kevin here there's a
right hey editor Kevin here there's a camp of people who argue we must focus
camp of people who argue we must focus
camp of people who argue we must focus on the business needs first because hey
on the business needs first because hey
on the business needs first because hey whether we like it or not we live in a
whether we like it or not we live in a
whether we like it or not we live in a world where we serve our capitalistic
world where we serve our capitalistic
world where we serve our capitalistic overlords if we work for them they pay
overlords if we work for them they pay
overlords if we work for them they pay us that's why we have a job it's a good
us that's why we have a job it's a good
us that's why we have a job it's a good point but I think it's missing the point
point but I think it's missing the point
point but I think it's missing the point first I ask why is that the norm why
first I ask why is that the norm why
first I ask why is that the norm why should that be the norm I own a business
should that be the norm I own a business
should that be the norm I own a business and all I think about is you the
and all I think about is you the
and all I think about is you the Learners the people I serve and I want
Learners the people I serve and I want
Learners the people I serve and I want to teach and if I can get paid for my
to teach and if I can get paid for my
to teach and if I can get paid for my efforts amazing and a lot of small
efforts amazing and a lot of small
efforts amazing and a lot of small businesses focus a lot on those service
businesses focus a lot on those service
businesses focus a lot on those service to the customers when they become large
to the customers when they become large
to the customers when they become large somewhere along the way suboptimal
somewhere along the way suboptimal
somewhere along the way suboptimal structural incentives lead them to take
structural incentives lead them to take
structural incentives lead them to take shortcuts cut things where they
shortcuts cut things where they
shortcuts cut things where they shouldn't cut and large business bus
shouldn't cut and large business bus
shouldn't cut and large business bus fail too just because I'm not a billion
fail too just because I'm not a billion
fail too just because I'm not a billion dollar business doesn't mean billion
dollar business doesn't mean billion
dollar business doesn't mean billion dollar businesses don't
dollar businesses don't
dollar businesses don't fail
fail
fail why because they couldn't keep up with
why because they couldn't keep up with
why because they couldn't keep up with what their customer demands or needs are
what their customer demands or needs are
what their customer demands or needs are anyway why should ux researchers learn
anyway why should ux researchers learn
anyway why should ux researchers learn about business but first what is a
about business but first what is a
about business but first what is a business uh so let's look at the
business uh so let's look at the
business uh so let's look at the interwebs and look at a few definitions
interwebs and look at a few definitions
interwebs and look at a few definitions a person's regular occupation profession
a person's regular occupation profession
a person's regular occupation profession or trade an activity that someone's
or trade an activity that someone's
or trade an activity that someone's engaged in commercial operation or
engaged in commercial operation or
engaged in commercial operation or company what the heck are these
company what the heck are these
company what the heck are these definitions okay here's another one the
definitions okay here's another one the
definitions okay here's another one the goals of the business that might be
goals of the business that might be
goals of the business that might be getting a little closer to defining it
getting a little closer to defining it
getting a little closer to defining it the primary purpose of a business is to
the primary purpose of a business is to
the primary purpose of a business is to maximize profits for its owners or
maximize profits for its owners or
maximize profits for its owners or stakeholders while maintaining corporate
stakeholders while maintaining corporate
stakeholders while maintaining corporate social
social
social responsibility huh the primary goal is
responsibility huh the primary goal is
responsibility huh the primary goal is to maximize profits for his
to maximize profits for his
to maximize profits for his owners inste all right I'm not satisfied
owners inste all right I'm not satisfied
owners inste all right I'm not satisfied with any of those definitions especially
with any of those definitions especially
with any of those definitions especially the last one who even who wrote that
the last one who even who wrote that
the last one who even who wrote that let's let me share you a screen
let's let me share you a screen
let's let me share you a screen here's a traditional business thinking
here's a traditional business thinking
here's a traditional business thinking model where we have multiple problems
model where we have multiple problems
model where we have multiple problems and you try to come up with one solution
and you try to come up with one solution
and you try to come up with one solution here's what we do design thinking and a
here's what we do design thinking and a
here's what we do design thinking and a little bit more of systems thinking
little bit more of systems thinking
little bit more of systems thinking these days too we had to zoom out and
these days too we had to zoom out and
these days too we had to zoom out and think of systems as well which we cover
think of systems as well which we cover
think of systems as well which we cover in this class okay so design thinking we
in this class okay so design thinking we
in this class okay so design thinking we first understand the problem through
first understand the problem through
first understand the problem through abductive Divergent thinking you diverge
abductive Divergent thinking you diverge
abductive Divergent thinking you diverge first and then you identify multiple
first and then you identify multiple
first and then you identify multiple problems and then you converge upon
problems and then you converge upon
problems and then you converge upon unique Solutions not a oneid spit off
unique Solutions not a oneid spit off
unique Solutions not a oneid spit off solution in ux we do this process and
solution in ux we do this process and
solution in ux we do this process and tests our understanding we test our
tests our understanding we test our
tests our understanding we test our Solutions and we iterate and test those
Solutions and we iterate and test those
Solutions and we iterate and test those iterations okay we we know this as the
iterations okay we we know this as the
iterations okay we we know this as the Double Diamond approach so going back to
Double Diamond approach so going back to
Double Diamond approach so going back to our original question what is a business
our original question what is a business
our original question what is a business a business solves a problem solves a
a business solves a problem solves a
a business solves a problem solves a problem just like design design Sol
problem just like design design Sol
problem just like design design Sol solves a problem design for the sake of
solves a problem design for the sake of
solves a problem design for the sake of looking pretty is just art design in
looking pretty is just art design in
looking pretty is just art design in everyday life solves problems and
everyday life solves problems and
everyday life solves problems and businesses don't exist without customers
businesses don't exist without customers
businesses don't exist without customers unless it's a gym membership cuz you
unless it's a gym membership cuz you
unless it's a gym membership cuz you know you pay the gym membership you
know you pay the gym membership you
know you pay the gym membership you don't show up but they still make money
don't show up but they still make money
don't show up but they still make money knowing that you probably won't stick
knowing that you probably won't stick
knowing that you probably won't stick with your resolution after the New
with your resolution after the New
with your resolution after the New Year's unless all of you since you're
Year's unless all of you since you're
Year's unless all of you since you're bad at sh leaders you do but if you
bad at sh leaders you do but if you
bad at sh leaders you do but if you don't have customers you don't have a
don't have customers you don't have a
don't have customers you don't have a business so the next time people want to
business so the next time people want to
business so the next time people want to push customer problems to the side you
push customer problems to the side you
push customer problems to the side you remind them of this fact businesses
remind them of this fact businesses
remind them of this fact businesses exist because you have customers who
exist because you have customers who
exist because you have customers who believe in your solution and you're
believe in your solution and you're
believe in your solution and you're solving problems for them and if you
solving problems for them and if you
solving problems for them and if you forget about the users you lose your
forget about the users you lose your
forget about the users you lose your users and then you lose your business
users and then you lose your business
users and then you lose your business remind them of that
remind them of that
remind them of that fact ask any product managers what they
fact ask any product managers what they
fact ask any product managers what they do and a lot of them will tell you they
do and a lot of them will tell you they
do and a lot of them will tell you they have no idea what they're doing not for
have no idea what they're doing not for
have no idea what they're doing not for any reasons of incompetence but rather
any reasons of incompetence but rather
any reasons of incompetence but rather their job entails so much that they
their job entails so much that they
their job entails so much that they sometimes just go by a different name
sometimes just go by a different name
sometimes just go by a different name unofficially a mini CEO they're
unofficially a mini CEO they're
unofficially a mini CEO they're essentially CEOs of their own products
essentially CEOs of their own products
essentially CEOs of their own products and are more strategic in nature uh
and are more strategic in nature uh
and are more strategic in nature uh another role you might hear of is called
another role you might hear of is called
another role you might hear of is called the product owner product owners are
the product owner product owners are
the product owner product owners are more tactical do the day-to-day
more tactical do the day-to-day
more tactical do the day-to-day execution of the vision some product
execution of the vision some product
execution of the vision some product managers are also product owners but not
managers are also product owners but not
managers are also product owners but not all product owners are product managers
all product owners are product managers
all product owners are product managers if you're still f following Honestly
if you're still f following Honestly
if you're still f following Honestly though it has never affected my work
though it has never affected my work
though it has never affected my work what their title was nor does it really
what their title was nor does it really
what their title was nor does it really matter what their titles are called I
matter what their titles are called I
matter what their titles are called I just involved them all in the process I
just involved them all in the process I
just involved them all in the process I mean just look at our own titles ux
mean just look at our own titles ux
mean just look at our own titles ux researcher experience researcher design
researcher experience researcher design
researcher experience researcher design researcher product researcher user
researcher product researcher user
researcher product researcher user researcher ux researcher Etc you you get
researcher ux researcher Etc you you get
researcher ux researcher Etc you you get the idea so for Simplicity sake I'm
the idea so for Simplicity sake I'm
the idea so for Simplicity sake I'm going to refer to uh product people that
going to refer to uh product people that
going to refer to uh product people that we work with as product managers or PM
we work with as product managers or PM
we work with as product managers or PM so what is product management according
so what is product management according
so what is product management according to a last's definition it's a function
to a last's definition it's a function
to a last's definition it's a function that guides every step of a product's
that guides every step of a product's
that guides every step of a product's life cycle from idea to development to
life cycle from idea to development to
life cycle from idea to development to execution to pricing kind of like
execution to pricing kind of like
execution to pricing kind of like conceiving a baby and raising it into
conceiving a baby and raising it into
conceiving a baby and raising it into adulthood of course you wouldn't put a
adulthood of course you wouldn't put a
adulthood of course you wouldn't put a price on your baby except the average
price on your baby except the average
price on your baby except the average cost of raising a baby in 20122 to the
cost of raising a baby in 20122 to the
cost of raising a baby in 20122 to the age of 18 is uh about
age of 18 is uh about
age of 18 is uh about $300,000 so you can cut a price on your
$300,000 so you can cut a price on your
$300,000 so you can cut a price on your baby product management is the
baby product management is the
baby product management is the intersection of Technology business and
intersection of Technology business and
intersection of Technology business and user experience PMS deal with a lot of
user experience PMS deal with a lot of
user experience PMS deal with a lot of opportunity sizing defining the vision
opportunity sizing defining the vision
opportunity sizing defining the vision of the product and getting their team
of the product and getting their team
of the product and getting their team aligned on it staying on top of uh
aligned on it staying on top of uh
aligned on it staying on top of uh marketing competitive Trends and
marketing competitive Trends and
marketing competitive Trends and prioritizing features you might be
prioritizing features you might be
prioritizing features you might be saying Hey Kevin that sounds a lot like
saying Hey Kevin that sounds a lot like
saying Hey Kevin that sounds a lot like what we do as user
what we do as user
what we do as user researchers and uh actually yes but the
researchers and uh actually yes but the
researchers and uh actually yes but the role of PM really differs from small to
role of PM really differs from small to
role of PM really differs from small to large companies at small companies they
large companies at small companies they
large companies at small companies they might be Hands-On talking to users
might be Hands-On talking to users
might be Hands-On talking to users prototyping and doing everything
prototyping and doing everything
prototyping and doing everything including what researchers and designers
including what researchers and designers
including what researchers and designers might do at larger companies they're
might do at larger companies they're
might do at larger companies they're going to be more
going to be more
going to be more specialized you know where design team
specialized you know where design team
specialized you know where design team does design research team does research
does design research team does research
does design research team does research and helps the product or kind of make
and helps the product or kind of make
and helps the product or kind of make that Vision come true as ux researchers
that Vision come true as ux researchers
that Vision come true as ux researchers we are trained in researcher PMS may or
we are trained in researcher PMS may or
we are trained in researcher PMS may or may not be so it's our job to make sure
may not be so it's our job to make sure
may not be so it's our job to make sure that the research we all do is valid and
that the research we all do is valid and
that the research we all do is valid and reliable if there's one book that will
reliable if there's one book that will
reliable if there's one book that will Encompass what it means to think like a
Encompass what it means to think like a
Encompass what it means to think like a product leader with business sense it is
product leader with business sense it is
product leader with business sense it is this one inspired by Marty Kagan how to
this one inspired by Marty Kagan how to
this one inspired by Marty Kagan how to create Tech products customers love it's
create Tech products customers love it's
create Tech products customers love it's about product management at the core
about product management at the core
about product management at the core it's written by product manager for
it's written by product manager for
it's written by product manager for product managers I can't say that their
product managers I can't say that their
product managers I can't say that their definition of user research is entirely
definition of user research is entirely
definition of user research is entirely accurate but this is a great book if you
accurate but this is a great book if you
accurate but this is a great book if you want to understand what it means to
want to understand what it means to
want to understand what it means to think like a product leader what you
think like a product leader what you
think like a product leader what you think how to think like a product
think how to think like a product
think how to think like a product manager so I definitely recommend this
manager so I definitely recommend this
manager so I definitely recommend this one if you want to get into the heads of
one if you want to get into the heads of
one if you want to get into the heads of how product managers think but the book
how product managers think but the book
how product managers think but the book you know is way more than just product
you know is way more than just product
you know is way more than just product management uh I can't recommend it
management uh I can't recommend it
management uh I can't recommend it highly
highly
highly enough not everything that counts can be
enough not everything that counts can be
enough not everything that counts can be counted and not everything that can be
counted and not everything that can be
counted and not everything that can be counted counts now I think this quote by
counted counts now I think this quote by
counted counts now I think this quote by Albert Einstein really Nails the fact
Albert Einstein really Nails the fact
Albert Einstein really Nails the fact that metrics aren't everything we try to
that metrics aren't everything we try to
that metrics aren't everything we try to count things when they don't even matter
count things when they don't even matter
count things when they don't even matter physicists have been trying to find an
physicists have been trying to find an
physicists have been trying to find an all-encompassing Grand unified theory of
all-encompassing Grand unified theory of
all-encompassing Grand unified theory of everything that attempts to explain all
everything that attempts to explain all
everything that attempts to explain all physical aspects of the universe with
physical aspects of the universe with
physical aspects of the universe with one equation but I think the closest
one equation but I think the closest
one equation but I think the closest they've gotten so far is super String
they've gotten so far is super String
they've gotten so far is super String Theory or M Theory which basically
Theory or M Theory which basically
Theory or M Theory which basically describes everything as made up as
describes everything as made up as
describes everything as made up as vibrating Springs and every vibration
vibrating Springs and every vibration
vibrating Springs and every vibration corresponds to a particular frequency
corresponds to a particular frequency
corresponds to a particular frequency which corresponds to a particular
which corresponds to a particular
which corresponds to a particular particle anyway like theoretical physics
particle anyway like theoretical physics
particle anyway like theoretical physics there isn't a grand unified ux metric
there isn't a grand unified ux metric
there isn't a grand unified ux metric but perhaps there is no need for one
but perhaps there is no need for one
but perhaps there is no need for one people you and me are too complex to be
people you and me are too complex to be
people you and me are too complex to be boiled down into one metric anyway we
boiled down into one metric anyway we
boiled down into one metric anyway we change Behavior based on social context
change Behavior based on social context
change Behavior based on social context our moods constantly shift having said
our moods constantly shift having said
our moods constantly shift having said that we operate in a business so we'll
that we operate in a business so we'll
that we operate in a business so we'll need measurements to help keep track of
need measurements to help keep track of
need measurements to help keep track of our progress however as in the title of
our progress however as in the title of
our progress however as in the title of this lesson measurements are not always
this lesson measurements are not always
this lesson measurements are not always the answer measurements are merely
the answer measurements are merely
the answer measurements are merely inputs and a way to minimize risk and
inputs and a way to minimize risk and
inputs and a way to minimize risk and companies by and large are all about
companies by and large are all about
companies by and large are all about minimizing risk don't believe me
minimizing risk don't believe me
minimizing risk don't believe me McKenzie Harvard Business review and
McKenzie Harvard Business review and
McKenzie Harvard Business review and others have all done studies on
others have all done studies on
others have all done studies on companies and found that companies are
companies and found that companies are
companies and found that companies are definitely more risk averse even if they
definitely more risk averse even if they
definitely more risk averse even if they say they like taking risks and if we
say they like taking risks and if we
say they like taking risks and if we only ever focused on minimizing risk we
only ever focused on minimizing risk we
only ever focused on minimizing risk we might miss out on bigger more Innovative
might miss out on bigger more Innovative
might miss out on bigger more Innovative opportunities we end up too focused on
opportunities we end up too focused on
opportunities we end up too focused on testing getting marginal incremental
testing getting marginal incremental
testing getting marginal incremental gains to make our investors happy and we
gains to make our investors happy and we
gains to make our investors happy and we forget to focus on the outcome for our
forget to focus on the outcome for our
forget to focus on the outcome for our users being two metrics Focus might
users being two metrics Focus might
users being two metrics Focus might actually take us off track literally I'm
actually take us off track literally I'm
actually take us off track literally I'm not even joking the kinds of
not even joking the kinds of
not even joking the kinds of conversations I hear at work are getting
conversations I hear at work are getting
conversations I hear at work are getting conversion rate from 1.2% to 1.3% in the
conversion rate from 1.2% to 1.3% in the
conversion rate from 1.2% to 1.3% in the next quarter it bores the hell out of me
next quarter it bores the hell out of me
next quarter it bores the hell out of me you don't have to measure everything
you don't have to measure everything
you don't have to measure everything okay focus on the user need and
okay focus on the user need and
okay focus on the user need and everything else will fall in line so
everything else will fall in line so
everything else will fall in line so remember to take a step back and ask
remember to take a step back and ask
remember to take a step back and ask yourself and your team why are we going
yourself and your team why are we going
yourself and your team why are we going to measure this what are we going to do
to measure this what are we going to do
to measure this what are we going to do with this information measure what
with this information measure what
with this information measure what counts measure what's important to
counts measure what's important to
counts measure what's important to driving strategy and I'll see you in the
driving strategy and I'll see you in the
driving strategy and I'll see you in the next
next
next lesson the product road map maps out how
lesson the product road map maps out how
lesson the product road map maps out how the product Vision will be carried out
the product Vision will be carried out
the product Vision will be carried out on a high level in the product road map
on a high level in the product road map
on a high level in the product road map it should include research activities to
it should include research activities to
it should include research activities to get us there and that's where the
get us there and that's where the
get us there and that's where the research Ro map comes in it's almost
research Ro map comes in it's almost
research Ro map comes in it's almost like a Rob Map within a ro map so in
like a Rob Map within a ro map so in
like a Rob Map within a ro map so in this I'll talk about what the research
this I'll talk about what the research
this I'll talk about what the research road map is what it's not how it's
road map is what it's not how it's
road map is what it's not how it's planned why have one and how to create
planned why have one and how to create
planned why have one and how to create one with an example that we'll do
one with an example that we'll do
one with an example that we'll do together what is it well a research road
together what is it well a research road
together what is it well a research road map it shows what research you need to
map it shows what research you need to
map it shows what research you need to do and when we don't go high level like
do and when we don't go high level like
do and when we don't go high level like product road maps so if you ask me
product road maps so if you ask me
product road maps so if you ask me honestly a research road map is just
honestly a research road map is just
honestly a research road map is just another word for research timeline when
another word for research timeline when
another word for research timeline when research happens annual road map pling
research happens annual road map pling
research happens annual road map pling happens during pumpkin spice latte
happens during pumpkin spice latte
happens during pumpkin spice latte season that's either Autumn and if
season that's either Autumn and if
season that's either Autumn and if you're in a Northern Hemisphere or
you're in a Northern Hemisphere or
you're in a Northern Hemisphere or spring flower blooming season if you're
spring flower blooming season if you're
spring flower blooming season if you're in a southern hemisphere in namaka land
in a southern hemisphere in namaka land
in a southern hemisphere in namaka land jok's side not really a joke uh room map
jok's side not really a joke uh room map
jok's side not really a joke uh room map planning usually happens quarterly or
planning usually happens quarterly or
planning usually happens quarterly or every 3 months but it's good practice to
every 3 months but it's good practice to
every 3 months but it's good practice to anticipate the future and think ahead
anticipate the future and think ahead
anticipate the future and think ahead too especially if you have foundational
too especially if you have foundational
too especially if you have foundational research you need to make time for
research you need to make time for
research you need to make time for however before we get too deep into the
however before we get too deep into the
however before we get too deep into the parochial nature of road map planning I
parochial nature of road map planning I
parochial nature of road map planning I want to tell you the expectations versus
want to tell you the expectations versus
want to tell you the expectations versus reality
reality
reality there's a saying for driving on the
there's a saying for driving on the
there's a saying for driving on the racetrack your eyes should look towards
racetrack your eyes should look towards
racetrack your eyes should look towards where you want your car to go for the
where you want your car to go for the
where you want your car to go for the next turn not right in front of you this
next turn not right in front of you this
next turn not right in front of you this helps Orient your car better but it's
helps Orient your car better but it's
helps Orient your car better but it's also useless to think about the next
also useless to think about the next
also useless to think about the next five turns if you haven't even finished
five turns if you haven't even finished
five turns if you haven't even finished a current one because how you enter the
a current one because how you enter the
a current one because how you enter the next turn depends on how well you exit
next turn depends on how well you exit
next turn depends on how well you exit from the previous turn got to carry that
from the previous turn got to carry that
from the previous turn got to carry that momentum don't just take it from me
momentum don't just take it from me
momentum don't just take it from me though I pose this question to the user
though I pose this question to the user
though I pose this question to the user research Collective group on Facebook
research Collective group on Facebook
research Collective group on Facebook does anyone ever stick to their
does anyone ever stick to their
does anyone ever stick to their timelines that they have planned
timelines that they have planned
timelines that they have planned overwhelmingly from the responses the
overwhelmingly from the responses the
overwhelmingly from the responses the answer is no no matter how far you try
answer is no no matter how far you try
answer is no no matter how far you try to plan out your road map it's an
to plan out your road map it's an
to plan out your road map it's an exercise in fertility or adaptability if
exercise in fertility or adaptability if
exercise in fertility or adaptability if you're more of an optimist in other
you're more of an optimist in other
you're more of an optimist in other words there's really low confidence for
words there's really low confidence for
words there's really low confidence for sticking to the RO map once you plan out
sticking to the RO map once you plan out
sticking to the RO map once you plan out Beyond three or 4 months many times we
Beyond three or 4 months many times we
Beyond three or 4 months many times we are asked to plan out two three even
are asked to plan out two three even
are asked to plan out two three even four quarters into the year the entire
four quarters into the year the entire
four quarters into the year the entire year
year
year realistically there's no way based on my
realistically there's no way based on my
realistically there's no way based on my experiences at many different companies
experiences at many different companies
experiences at many different companies at different projects over the past
at different projects over the past
at different projects over the past decade there's not been a time where
decade there's not been a time where
decade there's not been a time where I've been able to stick to those
I've been able to stick to those
I've been able to stick to those timelines Beyond a quarter there's no
timelines Beyond a quarter there's no
timelines Beyond a quarter there's no way we're going to stick to those
way we're going to stick to those
way we're going to stick to those timelines but that's okay if we only
timelines but that's okay if we only
timelines but that's okay if we only plann for the short term we'll be
plann for the short term we'll be
plann for the short term we'll be working very reactively it's okay to
working very reactively it's okay to
working very reactively it's okay to have a long-term Vision anticipate what
have a long-term Vision anticipate what
have a long-term Vision anticipate what needs to be done to Future proof
needs to be done to Future proof
needs to be done to Future proof yourselves even if you don't stick to
yourselves even if you don't stick to
yourselves even if you don't stick to the timeline at least we have a vision
the timeline at least we have a vision
the timeline at least we have a vision to reach for if the plan doesn't work
to reach for if the plan doesn't work
to reach for if the plan doesn't work change the plan not the goal that's
change the plan not the goal that's
change the plan not the goal that's adaptability just keep track of the work
adaptability just keep track of the work
adaptability just keep track of the work as you go and be sure to have an open
as you go and be sure to have an open
as you go and be sure to have an open mind for when new insights spark New
mind for when new insights spark New
mind for when new insights spark New Opportunities here's an example of what
Opportunities here's an example of what
Opportunities here's an example of what a research road map or timeline looks
a research road map or timeline looks
a research road map or timeline looks like month one project one month two Etc
like month one project one month two Etc
like month one project one month two Etc you're basically breaking down projects
you're basically breaking down projects
you're basically breaking down projects and you're putting them into a chart or
and you're putting them into a chart or
and you're putting them into a chart or Gant chart by month and you're going to
Gant chart by month and you're going to
Gant chart by month and you're going to break the months down by week and then
break the months down by week and then
break the months down by week and then you're going to go even more granular we
you're going to go even more granular we
you're going to go even more granular we also make or update one a research road
also make or update one a research road
also make or update one a research road map when new initiatives come about so
map when new initiatives come about so
map when new initiatives come about so you can prioritize and reprioritize
you can prioritize and reprioritize
you can prioritize and reprioritize current objectives to fit those in so
current objectives to fit those in so
current objectives to fit those in so that's what a road map looks like not
that's what a road map looks like not
that's what a road map looks like not rocket science what it's not on the
rocket science what it's not on the
rocket science what it's not on the other hand and that's important to point
other hand and that's important to point
other hand and that's important to point out what a research road map does not
out what a research road map does not
out what a research road map does not contain problems we don't include
contain problems we don't include
contain problems we don't include problems that are outside of ux like
problems that are outside of ux like
problems that are outside of ux like marketing engineer nearing customer
marketing engineer nearing customer
marketing engineer nearing customer support those aren't included because
support those aren't included because
support those aren't included because those teams have their own road maps
those teams have their own road maps
those teams have their own road maps it's strictly user research studies we
it's strictly user research studies we
it's strictly user research studies we have to worry about it that's not to say
have to worry about it that's not to say
have to worry about it that's not to say we won't collaborate with other teams
we won't collaborate with other teams
we won't collaborate with other teams but this helps us with our focus of
but this helps us with our focus of
but this helps us with our focus of course it's a discussion to have if
course it's a discussion to have if
course it's a discussion to have if you're going to do research on your
you're going to do research on your
you're going to do research on your target audience who are they Market
target audience who are they Market
target audience who are they Market sizing and whatever a lot of the overlap
sizing and whatever a lot of the overlap
sizing and whatever a lot of the overlap might happen with your market research
might happen with your market research
might happen with your market research team as well that's a discussion to have
team as well that's a discussion to have
team as well that's a discussion to have you might have some copy message
you might have some copy message
you might have some copy message does this resonate with your target
does this resonate with your target
does this resonate with your target audience you know again marketing or
audience you know again marketing or
audience you know again marketing or your ux copywriters so always good to uh
your ux copywriters so always good to uh
your ux copywriters so always good to uh discuss up your team and why have a
discuss up your team and why have a
discuss up your team and why have a research road map why is it important
research road map why is it important
research road map why is it important the benefits of having a research road
the benefits of having a research road
the benefits of having a research road map are that we are creating a shared
map are that we are creating a shared
map are that we are creating a shared understanding of the research process
understanding of the research process
understanding of the research process itself we get alignment on priorities
itself we get alignment on priorities
itself we get alignment on priorities unveil why research is done at certain
unveil why research is done at certain
unveil why research is done at certain points it can itself can be an
points it can itself can be an
points it can itself can be an educational tool for your stakeholders
educational tool for your stakeholders
educational tool for your stakeholders and we can get a bird's eye view of what
and we can get a bird's eye view of what
and we can get a bird's eye view of what kind of research you and your team does
kind of research you and your team does
kind of research you and your team does most often we can figure out hey you
most often we can figure out hey you
most often we can figure out hey you know what we spend a lot of time on
know what we spend a lot of time on
know what we spend a lot of time on Fixit testing can how can we get ahead
Fixit testing can how can we get ahead
Fixit testing can how can we get ahead of that type of testing make more time
of that type of testing make more time
of that type of testing make more time carve more time out for foundational
carve more time out for foundational
carve more time out for foundational research and we can use this information
research and we can use this information
research and we can use this information for improving our own research practice
for improving our own research practice
for improving our own research practice the research road map isn't just about
the research road map isn't just about
the research road map isn't just about here's what we need to do here's what we
here's what we need to do here's what we
here's what we need to do here's what we need to do when but you can kind of look
need to do when but you can kind of look
need to do when but you can kind of look at it as a a tracking tool for your
at it as a a tracking tool for your
at it as a a tracking tool for your research practice oh it looks like on
research practice oh it looks like on
research practice oh it looks like on this road map everything is usability
this road map everything is usability
this road map everything is usability testing is that where our efforts are
testing is that where our efforts are
testing is that where our efforts are most valuable sure we got to do some
most valuable sure we got to do some
most valuable sure we got to do some usability testing but what about the big
usability testing but what about the big
usability testing but what about the big questions where do those fit in and that
questions where do those fit in and that
questions where do those fit in and that can help spark some discussion let's
can help spark some discussion let's
can help spark some discussion let's talk about the steps to creating our own
talk about the steps to creating our own
talk about the steps to creating our own research road map we'll try and exercise
research road map we'll try and exercise
research road map we'll try and exercise together let's make one together let's
together let's make one together let's
together let's make one together let's practice making a research road map
practice making a research road map
practice making a research road map together so let's pretend that we're
together so let's pretend that we're
together so let's pretend that we're badass ux researchers in our team and
badass ux researchers in our team and
badass ux researchers in our team and we're doing quarterly planning fun uh so
we're doing quarterly planning fun uh so
we're doing quarterly planning fun uh so we're going to plan the next 3 months or
we're going to plan the next 3 months or
we're going to plan the next 3 months or about 13ish weeks uh some months have
about 13ish weeks uh some months have
about 13ish weeks uh some months have four weeks some have five I don't know
four weeks some have five I don't know
four weeks some have five I don't know what let's just plan 12 to 13 weeks
what let's just plan 12 to 13 weeks
what let's just plan 12 to 13 weeks let's
let's
let's pretend that we've spoken to our
pretend that we've spoken to our
pretend that we've spoken to our stakeholders learned what projects need
stakeholders learned what projects need
stakeholders learned what projects need to be done and their priorities and
to be done and their priorities and
to be done and their priorities and we're prepared to write up our
we're prepared to write up our
we're prepared to write up our timeline okay so let's say that we have
timeline okay so let's say that we have
timeline okay so let's say that we have two projects going on for the next 3
two projects going on for the next 3
two projects going on for the next 3 months so far project one let's say that
months so far project one let's say that
months so far project one let's say that there is a major priority foundational
there is a major priority foundational
there is a major priority foundational study okay uh we're trying to understand
study okay uh we're trying to understand
study okay uh we're trying to understand a segment of our customer base better to
a segment of our customer base better to
a segment of our customer base better to build something for them right try to
build something for them right try to
build something for them right try to understand their unmet needs and build a
understand their unmet needs and build a
understand their unmet needs and build a product for them uh and assume that we
product for them uh and assume that we
product for them uh and assume that we haven't built anything yet but that's
haven't built anything yet but that's
haven't built anything yet but that's the plan project two let's say the team
the plan project two let's say the team
the plan project two let's say the team is currently iterating on an existing
is currently iterating on an existing
is currently iterating on an existing feature okay so something that is
feature okay so something that is
feature okay so something that is already live but wants to test it before
already live but wants to test it before
already live but wants to test it before the launch and the launch is going to
the launch and the launch is going to
the launch and the launch is going to happen in 3 months okay so we got a bit
happen in 3 months okay so we got a bit
happen in 3 months okay so we got a bit of time for that the team says and they
of time for that the team says and they
of time for that the team says and they even said themselves it's not the
even said themselves it's not the
even said themselves it's not the largest priority at this moment but they
largest priority at this moment but they
largest priority at this moment but they still need it eventually okay so uh in
still need it eventually okay so uh in
still need it eventually okay so uh in summary we have one high priority
summary we have one high priority
summary we have one high priority project and I would say this is a lower
project and I would say this is a lower
project and I would say this is a lower priority project in real life you're
priority project in real life you're
priority project in real life you're probably going to have more projects
probably going to have more projects
probably going to have more projects than two projects per quarter okay but I
than two projects per quarter okay but I
than two projects per quarter okay but I just wanted to keep it simple for the
just wanted to keep it simple for the
just wanted to keep it simple for the sake of example all right so I suggest
sake of example all right so I suggest
sake of example all right so I suggest planning your road mapap starting with
planning your road mapap starting with
planning your road mapap starting with the highest priority projects so let's
the highest priority projects so let's
the highest priority projects so let's start off with project one and let's you
start off with project one and let's you
start off with project one and let's you know uh I color coded it in purple I
know uh I color coded it in purple I
know uh I color coded it in purple I like to color code but you don't have to
like to color code but you don't have to
like to color code but you don't have to let's say that we learned about it in
let's say that we learned about it in
let's say that we learned about it in the product planning meeting but now we
the product planning meeting but now we
the product planning meeting but now we have to figure out the research details
have to figure out the research details
have to figure out the research details okay we just know that the project is
okay we just know that the project is
okay we just know that the project is needed but we haven't talked about the
needed but we haven't talked about the
needed but we haven't talked about the project at all
project at all
project at all yet over here in this different sheet I
yet over here in this different sheet I
yet over here in this different sheet I have the RO map uh now I've I have
have the RO map uh now I've I have
have the RO map uh now I've I have visualized it into month one month two
visualized it into month one month two
visualized it into month one month two and month three over here and I've
and month three over here and I've
and month three over here and I've broken it down into weeks I assume each
broken it down into weeks I assume each
broken it down into weeks I assume each month has four weeks I know sometimes
month has four weeks I know sometimes
month has four weeks I know sometimes they have five but whatever just keeping
they have five but whatever just keeping
they have five but whatever just keeping it simple here for example okay so let's
it simple here for example okay so let's
it simple here for example okay so let's start with project one let's just the
start with project one let's just the
start with project one let's just the only thing about project one and by the
only thing about project one and by the
only thing about project one and by the way your timeline might vary based on
way your timeline might vary based on
way your timeline might vary based on conversations you have with your
conversations you have with your
conversations you have with your stakeholders so it's actually best to
stakeholders so it's actually best to
stakeholders so it's actually best to play in your road map after having a
play in your road map after having a
play in your road map after having a kickoff meeting um but in this case
kickoff meeting um but in this case
kickoff meeting um but in this case we're going to plan that into our road
we're going to plan that into our road
we're going to plan that into our road map
map
map too so let's get that going as soon as
too so let's get that going as soon as
too so let's get that going as soon as possible preferably week one of month
possible preferably week one of month
possible preferably week one of month one so let's say the kickoff so re
one so let's say the kickoff so re
one so let's say the kickoff so re project one
project one
project one kickoff let's make it
kickoff let's make it
kickoff let's make it purple happens in week one what else
purple happens in week one what else
purple happens in week one what else happens in week one maybe some secondary
happens in week one maybe some secondary
happens in week one maybe some secondary desk
desk
desk research uh maybe we after the kickoff
research uh maybe we after the kickoff
research uh maybe we after the kickoff we understand who we need to recruit so
we understand who we need to recruit so
we understand who we need to recruit so we might even start recruiting for the
study okay and maybe start writing up
study okay and maybe start writing up the plan draft out research plan okay
the plan draft out research plan okay
the plan draft out research plan okay all of this week one and there's plenty
all of this week one and there's plenty
all of this week one and there's plenty of time to do all this in week
of time to do all this in week
of time to do all this in week one week
one week
one week two let me let me do the RP
two let me let me do the RP
two let me let me do the RP text okay week two I'll pretend we did
text okay week two I'll pretend we did
text okay week two I'll pretend we did enough planning and aligning with our
enough planning and aligning with our
enough planning and aligning with our team so we might want to do a dry run or
team so we might want to do a dry run or
team so we might want to do a dry run or a pilot study on week two pilot
a pilot study on week two pilot
a pilot study on week two pilot study and maybe maybe we're able to
study and maybe maybe we're able to
study and maybe maybe we're able to recruit someone for the study by then
recruit someone for the study by then
recruit someone for the study by then hopefully and uh-oh maybe recruiting
hopefully and uh-oh maybe recruiting
hopefully and uh-oh maybe recruiting takes a bit longer than we anticipate it
takes a bit longer than we anticipate it
takes a bit longer than we anticipate it which often often happens in real life
which often often happens in real life
which often often happens in real life uh so we can add some buffer time for it
uh so we can add some buffer time for it
uh so we can add some buffer time for it okay so maybe week two is like
okay so maybe week two is like
okay so maybe week two is like recruiting again right recruiting again
recruiting again right recruiting again
recruiting again right recruiting again um so I by the way I have laid it out
um so I by the way I have laid it out
um so I by the way I have laid it out this way you don't have to do this in
this way you don't have to do this in
this way you don't have to do this in fact I'm going to scroll down really
fact I'm going to scroll down really
fact I'm going to scroll down really quick because I've created a different
quick because I've created a different
quick because I've created a different type of
type of
type of visualization something that I actually
visualization something that I actually
visualization something that I actually Much More Much prefer it's kind of a
Much More Much prefer it's kind of a
Much More Much prefer it's kind of a calendar view right Monday Tuesday
calendar view right Monday Tuesday
calendar view right Monday Tuesday Wednesday Thursday Friday and let's
Wednesday Thursday Friday and let's
Wednesday Thursday Friday and let's assume you know like it's January 1st on
assume you know like it's January 1st on
assume you know like it's January 1st on a Sunday and then second third etc etc
a Sunday and then second third etc etc
a Sunday and then second third etc etc so this is how I like to have it so if
so this is how I like to have it so if
so this is how I like to have it so if you were to use this
you were to use this
you were to use this visualization it'd be like this project
visualization it'd be like this project
visualization it'd be like this project kickoff on
kickoff on
kickoff on Monday
Monday
Monday project kickoff oh my gosh can't type
project kickoff oh my gosh can't type
project kickoff oh my gosh can't type right now um project one kickoff let's
right now um project one kickoff let's
right now um project one kickoff let's you know make sure to designate that
you know make sure to designate that
you know make sure to designate that color code it
color code it
color code it again and then we might do some desk
again and then we might do some desk
again and then we might do some desk research on the same day cuz you don't
research on the same day cuz you don't
research on the same day cuz you don't you know your project kickoff isn't
you know your project kickoff isn't
you know your project kickoff isn't going to take the whole day all right
going to take the whole day all right
going to take the whole day all right kick off desk research maybe start PL
kick off desk research maybe start PL
kick off desk research maybe start PL drafting out your
drafting out your
drafting out your plan and
plan and
plan and recruit so yeah these things can happen
recruit so yeah these things can happen
recruit so yeah these things can happen first two
first two
first two days all right so like I said this helps
days all right so like I said this helps
days all right so like I said this helps me more to play my own research uh
me more to play my own research uh
me more to play my own research uh people don't really need to see when
people don't really need to see when
people don't really need to see when you're doing stuff to the te to like the
you're doing stuff to the te to like the
you're doing stuff to the te to like the exact day and stuff so sometimes you you
exact day and stuff so sometimes you you
exact day and stuff so sometimes you you could use kind of a more highle thing
could use kind of a more highle thing
could use kind of a more highle thing like oh this week we're going to do this
like oh this week we're going to do this
like oh this week we're going to do this activity generally um but if you want to
activity generally um but if you want to
activity generally um but if you want to break it down into days you could do
break it down into days you could do
break it down into days you could do that too by using this kind of
that too by using this kind of
that too by using this kind of visualization
visualization
visualization okay yeah so that's what I like to do
okay yeah so that's what I like to do
okay yeah so that's what I like to do but let's focus on this one for now but
but let's focus on this one for now but
but let's focus on this one for now but if you'd like this version uh let me
if you'd like this version uh let me
if you'd like this version uh let me know I actually like this one better
know I actually like this one better
know I actually like this one better cool so where are
cool so where are
cool so where are we all right so we're
we all right so we're
we all right so we're cting let's conduct a study so oh yeah
cting let's conduct a study so oh yeah
cting let's conduct a study so oh yeah let me back up project one we're trying
let me back up project one we're trying
let me back up project one we're trying to build a product so let's think ahead
to build a product so let's think ahead
to build a product so let's think ahead 3 months what do we want at the end of 3
3 months what do we want at the end of 3
3 months what do we want at the end of 3 months well preferably we learned that
months well preferably we learned that
months well preferably we learned that during the kickoff but I assume that
during the kickoff but I assume that
during the kickoff but I assume that we're going to start brainstorming
we're going to start brainstorming
we're going to start brainstorming developing an idea concept testing it
developing an idea concept testing it
developing an idea concept testing it and then iterating on that all within 3
and then iterating on that all within 3
and then iterating on that all within 3 months so this may move pretty quickly
months so this may move pretty quickly
months so this may move pretty quickly as you'll
as you'll
as you'll see all right cool week two Let's uh
see all right cool week two Let's uh
see all right cool week two Let's uh plan
recruit um oh yes what else pilot to
recruit um oh yes what else pilot to study let's say that um before we pilot
study let's say that um before we pilot
study let's say that um before we pilot this study we obviously would like to uh
this study we obviously would like to uh
this study we obviously would like to uh align
align
align or this also happens feedback on plan
or this also happens feedback on plan
or this also happens feedback on plan okay we also want to get the feedback
okay we also want to get the feedback
okay we also want to get the feedback from our stakeholders make sure they're
from our stakeholders make sure they're
from our stakeholders make sure they're aligned finalize the study plan you know
aligned finalize the study plan you know
aligned finalize the study plan you know hey you know what I know I'm going back
hey you know what I know I'm going back
hey you know what I know I'm going back and forth
and forth
and forth but this is real time baby this is real
but this is real time baby this is real
but this is real time baby this is real time
time
time planning okay finalize the study plan
planning okay finalize the study plan
planning okay finalize the study plan pilot the study recruit and keep on
pilot the study recruit and keep on
pilot the study recruit and keep on recruiting and if we recruit fast enough
recruiting and if we recruit fast enough
recruiting and if we recruit fast enough uh I actually prefer that we could maybe
uh I actually prefer that we could maybe
uh I actually prefer that we could maybe do a couple of sessions on week two if
do a couple of sessions on week two if
do a couple of sessions on week two if we could do
we could do
we could do that interviews or sessions let's not
that interviews or sessions let's not
that interviews or sessions let's not assume they're
assume they're
assume they're interviews uh I assume this interview
interviews uh I assume this interview
interviews uh I assume this interview cuz we're standing customer segments and
cuz we're standing customer segments and
cuz we're standing customer segments and their unmet needs so yeah whatever
their unmet needs so yeah whatever
their unmet needs so yeah whatever interview sessions it's going to happen
interview sessions it's going to happen
interview sessions it's going to happen I know you don't usually choose methods
I know you don't usually choose methods
I know you don't usually choose methods beforehand but you know if you're trying
beforehand but you know if you're trying
beforehand but you know if you're trying to understand customers you better
to understand customers you better
to understand customers you better interview them or that's definitely a
interview them or that's definitely a
interview them or that's definitely a method to
method to
method to use
use
use cool um all right conduct it conduct it
cool um all right conduct it conduct it
cool um all right conduct it conduct it maybe we do more sessions in you know
maybe we do more sessions in you know
maybe we do more sessions in you know this week too more sessions maybe we
this week too more sessions maybe we
this week too more sessions maybe we have a debrief meeting with our
have a debrief meeting with our
have a debrief meeting with our stakehold
stakehold
stakehold holders okay this is all project one
holders okay this is all project one
holders okay this is all project one everything in purple is Project
everything in purple is Project
everything in purple is Project one okay uh I'm just saying sessions
one okay uh I'm just saying sessions
one okay uh I'm just saying sessions might take 2 or 3 weeks I'm not sure but
might take 2 or 3 weeks I'm not sure but
might take 2 or 3 weeks I'm not sure but let's allow time for it as we're
let's allow time for it as we're
let's allow time for it as we're conducting we want to provide constant
conducting we want to provide constant
conducting we want to provide constant debriefs on what we're noticing after
debriefs on what we're noticing after
debriefs on what we're noticing after we're done conducting we'll have data
we're done conducting we'll have data
we're done conducting we'll have data okay so we'll need to spend some time
okay so we'll need to spend some time
okay so we'll need to spend some time synthesizing and analyzing
synthesizing and analyzing
synthesizing and analyzing data now maybe an analysis can happen on
data now maybe an analysis can happen on
data now maybe an analysis can happen on week three after you're done for your
week three after you're done for your
week three after you're done for your session
session
session maybe it bleeds into week four you know
maybe it bleeds into week four you know
maybe it bleeds into week four you know I like to give myself some time for
I like to give myself some time for
I like to give myself some time for analysis uh couple days at least and
analysis uh couple days at least and
analysis uh couple days at least and maybe you even have a co-synthesis
maybe you even have a co-synthesis
maybe you even have a co-synthesis session that you plan with your team
session that you plan with your team
session that you plan with your team what's a co-synthesis session I'll talk
what's a co-synthesis session I'll talk
what's a co-synthesis session I'll talk about more of that in a later module but
about more of that in a later module but
about more of that in a later module but essentially it's just doing analysis
essentially it's just doing analysis
essentially it's just doing analysis with your teammates together like a
with your teammates together like a
with your teammates together like a workshop and then set a date for the
workshop and then set a date for the
workshop and then set a date for the final readout I think if we had sessions
final readout I think if we had sessions
final readout I think if we had sessions on week two and
on week two and
on week two and three we could do analysis and have a
three we could do analysis and have a
three we could do analysis and have a readout by the end of week four so you
readout by the end of week four so you
readout by the end of week four so you know read out and hey you know what I'm
know read out and hey you know what I'm
know read out and hey you know what I'm I'm going pretty aggressive here all
I'm going pretty aggressive here all
I'm going pretty aggressive here all right some of you are like oh I'm done
right some of you are like oh I'm done
right some of you are like oh I'm done faster than that whatever you depends
faster than that whatever you depends
faster than that whatever you depends this is the best case scenario this the
this is the best case scenario this the
this is the best case scenario this the best case scenario maybe your readout is
best case scenario maybe your readout is
best case scenario maybe your readout is on week five that's okay too just be
on week five that's okay too just be
on week five that's okay too just be flexible you there's no way you can plan
flexible you there's no way you can plan
flexible you there's no way you can plan 3 months out in advance without
3 months out in advance without
3 months out in advance without encountering some kind of hiccups you it
encountering some kind of hiccups you it
encountering some kind of hiccups you it always happens your timel get extended
always happens your timel get extended
always happens your timel get extended that's all right that's all right it
that's all right that's all right it
that's all right that's all right it happens you just have to keep your
happens you just have to keep your
happens you just have to keep your stakeholders in the loop at all
stakeholders in the loop at all
stakeholders in the loop at all times
times
times okay now this is a foundational study
okay now this is a foundational study
okay now this is a foundational study remember since we're doing foundational
remember since we're doing foundational
remember since we're doing foundational research I anticipate needing to do some
research I anticipate needing to do some
research I anticipate needing to do some brainstorming sessions right ideation
brainstorming sessions right ideation
brainstorming sessions right ideation workshops uh with the team to take
workshops uh with the team to take
workshops uh with the team to take action on those foundational insights
action on those foundational insights
action on those foundational insights brainstorming solutions that we can
brainstorming solutions that we can
brainstorming solutions that we can concept test later so let's that let's
concept test later so let's that let's
concept test later so let's that let's add that in after the readout but hey
add that in after the readout but hey
add that in after the readout but hey you've done a hard you've done hard work
you've done a hard you've done hard work
you've done a hard you've done hard work for these past four weeks let's do the
for these past four weeks let's do the
for these past four weeks let's do the the workshop here right uh
the workshop here right uh
the workshop here right uh brainstorming brain storming ideation
brainstorming brain storming ideation
brainstorming brain storming ideation Workshop week
Workshop week
Workshop week five
okay okay wow look at that we've just
okay okay wow look at that we've just planned our timeline for our
planned our timeline for our
planned our timeline for our foundational
foundational
foundational study cheers so that puts us here week
study cheers so that puts us here week
study cheers so that puts us here week five week six um and you know what if it
five week six um and you know what if it
five week six um and you know what if it goes to week six I think that's still
goes to week six I think that's still
goes to week six I think that's still okay we're still good on time here now
okay we're still good on time here now
okay we're still good on time here now we will do the brainstorming session
we will do the brainstorming session
we will do the brainstorming session we're going to prioritize ideas and then
we're going to prioritize ideas and then
we're going to prioritize ideas and then you know concept test a few if we want
you know concept test a few if we want
you know concept test a few if we want to validate those findings with a larger
to validate those findings with a larger
to validate those findings with a larger scale study we might plan a survey also
scale study we might plan a survey also
scale study we might plan a survey also and that could take another few weeks to
and that could take another few weeks to
and that could take another few weeks to do depending on if we have to if we do
do depending on if we have to if we do
do depending on if we have to if we do the survey ourselves or if we're using a
the survey ourselves or if we're using a
the survey ourselves or if we're using a vendor so at this point the timeline can
vendor so at this point the timeline can
vendor so at this point the timeline can get a bit more
get a bit more
get a bit more cloudy for the sake of this timeline
cloudy for the sake of this timeline
cloudy for the sake of this timeline Let's Just Pretend We're Going mostly
Let's Just Pretend We're Going mostly
Let's Just Pretend We're Going mostly qualitative research okay but if you
qualitative research okay but if you
qualitative research okay but if you wanted to do quantitative research I
wanted to do quantitative research I
wanted to do quantitative research I personally like to do quantitative
personally like to do quantitative
personally like to do quantitative research after doing qualitative
research after doing qualitative
research after doing qualitative research because like after analysis uh
research because like after analysis uh
research because like after analysis uh if you really want to see to what extent
if you really want to see to what extent
if you really want to see to what extent customers out there feel your insights
customers out there feel your insights
customers out there feel your insights right I might do a survey like here
right I might do a survey like here
right I might do a survey like here right month
right month
right month two so I could run these in parallel
two so I could run these in parallel
two so I could run these in parallel right let's just put this in metallic
right let's just put this in metallic
right let's just put this in metallic survey and and surveys they take a long
survey and and surveys they take a long
survey and and surveys they take a long time and they are tough right they're
tough surveys are the hardest method to
tough surveys are the hardest method to get right easiest to get wrong but let's
get right easiest to get wrong but let's
get right easiest to get wrong but let's again let's say for the purpose of this
again let's say for the purpose of this
again let's say for the purpose of this study we're going to stick with
study we're going to stick with
study we're going to stick with qualitative just to make this easier for
qualitative just to make this easier for
qualitative just to make this easier for planning okay usually after
planning okay usually after
planning okay usually after brainstorming in a Sprint the design
brainstorming in a Sprint the design
brainstorming in a Sprint the design team may start to conceptualize and
team may start to conceptualize and
team may start to conceptualize and prototype we're going to need to work
prototype we're going to need to work
prototype we're going to need to work closely with our design Partners to see
closely with our design Partners to see
closely with our design Partners to see how long that they think they could do
how long that they think they could do
how long that they think they could do this and plan accordingly okay so we're
this and plan accordingly okay so we're
this and plan accordingly okay so we're going to have to give more buffer time
going to have to give more buffer time
going to have to give more buffer time here let's do a like gray
here let's do a like gray
here let's do a like gray boxes
boxes
boxes um let's pretend it'll take them about a
um let's pretend it'll take them about a
um let's pretend it'll take them about a week to
week to
week to prototype um so you know this is not
prototype um so you know this is not
prototype um so you know this is not something we're
something we're
something we're doing uh but designers prototyping
doing uh but designers prototyping
doing uh but designers prototyping perhaps maybe they're fast but let's get
perhaps maybe they're fast but let's get
perhaps maybe they're fast but let's get them some time
too okay so during week
too okay so during week seven we may do another kickoff right
seven we may do another kickoff right
seven we may do another kickoff right Kickoff Part Two for the same project
Kickoff Part Two for the same project
Kickoff Part Two for the same project okay this is for project
okay this is for project
okay this is for project one project one Kickoff Part Two why do
one project one Kickoff Part Two why do
one project one Kickoff Part Two why do we do this this because now we're going
we do this this because now we're going
we do this this because now we're going to do concept
testing okay we we can do this even if
testing okay we we can do this even if the prototypes aren't ready uh so
the prototypes aren't ready uh so
the prototypes aren't ready uh so kickoff again so it's not kickoff for
kickoff again so it's not kickoff for
kickoff again so it's not kickoff for the project it's just hey here's the
the project it's just hey here's the
the project it's just hey here's the next phase of the research we need to do
next phase of the research we need to do
next phase of the research we need to do so we've done the foundational part now
so we've done the foundational part now
so we've done the foundational part now it's conceptualizing concept test so
it's conceptualizing concept test so
it's conceptualizing concept test so let's Reign let's call it
realignment you know just for our sake
realignment you know just for our sake realignment part
realignment part
realignment part two okay usually we'll know by now what
two okay usually we'll know by now what
two okay usually we'll know by now what kind of users we need to recruit so I
kind of users we need to recruit so I
kind of users we need to recruit so I might put in the recruitment request
might put in the recruitment request
might put in the recruitment request here again so
here again so
here again so recruitment for that for the next
recruitment for that for the next
recruitment for that for the next study and we could pilot the following
study and we could pilot the following
study and we could pilot the following week right and you can even be it could
week right and you can even be it could
week right and you can even be it could be sooner if you like but um let's just
be sooner if you like but um let's just
be sooner if you like but um let's just give ourselves some time cuz we have 12
give ourselves some time cuz we have 12
give ourselves some time cuz we have 12 weeks and hey you know what if we reach
weeks and hey you know what if we reach
weeks and hey you know what if we reach week 12 or 13
week 12 or 13
week 12 or 13 and we're getting
and we're getting
and we're getting tight we can shift some of these around
tight we can shift some of these around
tight we can shift some of these around you could do that this is not finalized
you could do that this is not finalized
you could do that this is not finalized we're just planning uh for now so let's
we're just planning uh for now so let's
we're just planning uh for now so let's do pilot plus
sessions oh no no I don't want that I
sessions oh no no I don't want that I want this
want this
want this one okay so now we're in week eight
one okay so now we're in week eight
one okay so now we're in week eight pilot and conduct more sessions and uh
pilot and conduct more sessions and uh
pilot and conduct more sessions and uh hey if the design isn't finished by then
hey if the design isn't finished by then
hey if the design isn't finished by then we have to be flexible and ship the
we have to be flexible and ship the
we have to be flexible and ship the timeline a bit we'll cross the bridge
timeline a bit we'll cross the bridge
timeline a bit we'll cross the bridge when we get to it we have to be adaptive
when we get to it we have to be adaptive
when we get to it we have to be adaptive and here's I guess here's my Pro tip for
and here's I guess here's my Pro tip for
and here's I guess here's my Pro tip for you whether it's on paper or just
you whether it's on paper or just
you whether it's on paper or just mentally preparing for it always add
mentally preparing for it always add
mentally preparing for it always add buffer time whenever you plan projects
buffer time whenever you plan projects
buffer time whenever you plan projects this far out in
this far out in
this far out in advance anticipate roadblocks okay for
advance anticipate roadblocks okay for
advance anticipate roadblocks okay for road maps you probably have road maps uh
road maps you probably have road maps uh
road maps you probably have road maps uh and roadblocks so anticipate it so
and roadblocks so anticipate it so
and roadblocks so anticipate it so you're not stressed out when priorities
you're not stressed out when priorities
you're not stressed out when priorities change it's it's a very dowst
change it's it's a very dowst
change it's it's a very dowst mindset like Bruce Lee said be like
mindset like Bruce Lee said be like
mindset like Bruce Lee said be like water I imagine since this might be a
water I imagine since this might be a
water I imagine since this might be a concept test we could probably knock out
concept test we could probably knock out
concept test we could probably knock out the sessions within the week and even
the sessions within the week and even
the sessions within the week and even start analysis the same week okay
start analysis the same week okay
start analysis the same week okay so maybe we're getting pretty aggressive
so maybe we're getting pretty aggressive
so maybe we're getting pretty aggressive uh now let's give ourselves some time to
uh now let's give ourselves some time to
uh now let's give ourselves some time to do you know focus on sessions here we'll
do you know focus on sessions here we'll
do you know focus on sessions here we'll do some debriefs here and
do some debriefs here and
do some debriefs here and there uh and then week nine let's do
there uh and then week nine let's do
there uh and then week nine let's do analysis and this this is a whole week
analysis and this this is a whole week
analysis and this this is a whole week right 5
right 5
right 5 days uh I let's give
days uh I let's give
days uh I let's give ourselves a day or two or even three if
ourselves a day or two or even three if
ourselves a day or two or even three if you really need it to do the analysis
you really need it to do the analysis
you really need it to do the analysis which means you can do the readout at
which means you can do the readout at
which means you can do the readout at the end of the week okay
the end of the week okay
the end of the week okay readout for you know the concept
readout for you know the concept
readout for you know the concept test that's where to I hope this is
test that's where to I hope this is
test that's where to I hope this is becoming a little clear of how we plan
becoming a little clear of how we plan
becoming a little clear of how we plan this road map
this road map
this road map out all right so given give give this
out all right so given give give this
out all right so given give give this design team some time to iterate based
design team some time to iterate based
design team some time to iterate based on these findings okay so the design
on these findings okay so the design
on these findings okay so the design team
team
team iterating okay let's say that they're
iterating okay let's say that they're
iterating okay let's say that they're going to be doing this there and we're
going to be doing this there and we're
going to be doing this there and we're going to repeat the process for
going to repeat the process for
going to repeat the process for evaluation right let's say that we find
evaluation right let's say that we find
evaluation right let's say that we find the concepts that work and we scrap the
the concepts that work and we scrap the
the concepts that work and we scrap the concept ideas that don't work and we're
concept ideas that don't work and we're
concept ideas that don't work and we're going to iterate and start building out
going to iterate and start building out
going to iterate and start building out the ones that do work so in the last 3
the ones that do work so in the last 3
the ones that do work so in the last 3 weeks let's do that right let's repeat
weeks let's do that right let's repeat
weeks let's do that right let's repeat this uh uh which can fill up the
this uh uh which can fill up the
this uh uh which can fill up the remaining three or 4 weeks here okay so
remaining three or 4 weeks here okay so
remaining three or 4 weeks here okay so uh once we have the concepts in mind
uh once we have the concepts in mind
uh once we have the concepts in mind we're going to like kick off our
we're going to like kick off our
we're going to like kick off our usability
usability
usability probably I don't know yet but I
probably I don't know yet but I
probably I don't know yet but I anticipate this is what's going to come
anticipate this is what's going to come
anticipate this is what's going to come come up kick off
come up kick off
come up kick off recruit you know conduct
recruit you know conduct
recruit you know conduct sessions uh analysis and then readout
sessions uh analysis and then readout
sessions uh analysis and then readout there we go you know this
there we go you know this
there we go you know this is you know in one quarter one quarter
is you know in one quarter one quarter
is you know in one quarter one quarter which is 3 months
which is 3 months
which is 3 months we went from not knowing
we went from not knowing
we went from not knowing users to getting foundational
users to getting foundational
users to getting foundational knowledge conceptualizing ideas
knowledge conceptualizing ideas
knowledge conceptualizing ideas brainstorming and ideation I love
brainstorming and ideation I love
brainstorming and ideation I love prioritizing ideas which we I'll teach
prioritizing ideas which we I'll teach
prioritizing ideas which we I'll teach you all later how to do to prototyping
you all later how to do to prototyping
you all later how to do to prototyping something to useability testing it and
something to useability testing it and
something to useability testing it and then we can launch it most likely maybe
then we can launch it most likely maybe
then we can launch it most likely maybe okay so three months we planned it out
okay so three months we planned it out
okay so three months we planned it out congrats awesome and again
congrats awesome and again
congrats awesome and again you may use this
you may use this
you may use this visualization if you prefer again I
visualization if you prefer again I
visualization if you prefer again I prefer this uh because I like to just
prefer this uh because I like to just
prefer this uh because I like to just see like what days we're doing you know
see like what days we're doing you know
see like what days we're doing you know sessions conduct conduct like this and
sessions conduct conduct like this and
sessions conduct conduct like this and conduct and then here debriefs and then
conduct and then here debriefs and then
conduct and then here debriefs and then here maybe maybe uh here we do uh
here maybe maybe uh here we do uh
here maybe maybe uh here we do uh analysis
analysis
analysis whoops hey that I I might edit this out
whoops hey that I I might edit this out
whoops hey that I I might edit this out or
or
or not you're just going to see real time
not you're just going to see real time
not you're just going to see real time and then you know let's de read out here
and then you know let's de read out here
and then you know let's de read out here yeah so stuff like this so like this I
yeah so stuff like this so like this I
yeah so stuff like this so like this I want to tell you something
want to tell you something
want to tell you something remember we only did this for project
remember we only did this for project
remember we only did this for project one we still have project 2 to plan out
one we still have project 2 to plan out
one we still have project 2 to plan out let's plan with project 2 let's not
let's plan with project 2 let's not
let's plan with project 2 let's not forget about that
one all right let's show this baby some
one all right let's show this baby some love having just one project for a
love having just one project for a
love having just one project for a quarter ain't G to happen got to have
quarter ain't G to happen got to have
quarter ain't G to happen got to have two let me just remove this survey thing
two let me just remove this survey thing
two let me just remove this survey thing here for now okay so let's see remember
here for now okay so let's see remember
here for now okay so let's see remember this project the second project is
this project the second project is
this project the second project is evaluating an existing feature unrelated
evaluating an existing feature unrelated
evaluating an existing feature unrelated to project one let's assume and they
to project one let's assume and they
to project one let's assume and they don't need it
immediately but that doesn't mean they
immediately but that doesn't mean they don't not need it immediately okay it
don't not need it immediately okay it
don't not need it immediately okay it just gives us some flexibility for when
just gives us some flexibility for when
just gives us some flexibility for when to do this project number two we we
to do this project number two we we
to do this project number two we we definitely don't want to leave it for
definitely don't want to leave it for
definitely don't want to leave it for the last last you know minute okay
the last last you know minute okay
the last last you know minute okay because the team is still waiting for
because the team is still waiting for
because the team is still waiting for insights and maybe because we might find
insights and maybe because we might find
insights and maybe because we might find some insights that affect the timeline
some insights that affect the timeline
some insights that affect the timeline overall okay it's more of a nice it's
overall okay it's more of a nice it's
overall okay it's more of a nice it's it's more of a uh it's nice to have data
it's more of a uh it's nice to have data
it's more of a uh it's nice to have data soon but prioritize your large project
soon but prioritize your large project
soon but prioritize your large project first type of situation so on my road
first type of situation so on my road
first type of situation so on my road map uh I'll create um I'll just use
map uh I'll create um I'll just use
map uh I'll create um I'll just use these bottom rows for second
these bottom rows for second
these bottom rows for second project I'll take a look at project one
project I'll take a look at project one
project I'll take a look at project one right where do you think we're the
busiest well I definitely don't want to
busiest well I definitely don't want to conduct two different studies during the
conduct two different studies during the
conduct two different studies during the same week okay so when we're conducting
same week okay so when we're conducting
same week okay so when we're conducting studies for project one I don't want to
studies for project one I don't want to
studies for project one I don't want to be conducting studies for project two
be conducting studies for project two
be conducting studies for project two let's stagger that
let's stagger that
let's stagger that timeline okay the kickoff for project
timeline okay the kickoff for project
timeline okay the kickoff for project number one is on week one kickoff for
number one is on week one kickoff for
number one is on week one kickoff for project two could probably happen week
project two could probably happen week
project two could probably happen week three or four depending on how much work
three or four depending on how much work
three or four depending on how much work you think you'll have then boom add in
you think you'll have then boom add in
you think you'll have then boom add in recruitment conducting analysis and
recruitment conducting analysis and
recruitment conducting analysis and readout components all right so let's
readout components all right so let's
readout components all right so let's let's see this is what it might look
let's see this is what it might look
let's see this is what it might look like what color was Project 2 again was
like what color was Project 2 again was
like what color was Project 2 again was blue okay so this color kickoff for
blue okay so this color kickoff for
blue okay so this color kickoff for project
two all
two all right maybe I instead of the oh instead
right maybe I instead of the oh instead
right maybe I instead of the oh instead of I could just make all these cells
of I could just make all these cells
of I could just make all these cells blue text color
blue text color
blue text color okay so kickoff recruitment for project
okay so kickoff recruitment for project
okay so kickoff recruitment for project two maybe pile Oh oh yeah draft plan you
two maybe pile Oh oh yeah draft plan you
two maybe pile Oh oh yeah draft plan you see all these components are the same
see all these components are the same
see all these components are the same for any kind of research study draft out
for any kind of research study draft out
for any kind of research study draft out research plan let's wrap
research plan let's wrap
research plan let's wrap text sorry you're just going to see this
text sorry you're just going to see this
text sorry you're just going to see this live raw
live raw
live raw unedited draft. research plan get
unedited draft. research plan get
unedited draft. research plan get feedback on Research
feedback on Research
feedback on Research plan finalize
plan finalize
plan finalize oh my goodness okay here we go
oh my goodness okay here we go
oh my goodness okay here we go finalize research then thank you for
finalize research then thank you for
finalize research then thank you for your patience as you watch me
your patience as you watch me
your patience as you watch me fumble fumble around this uh Google
fumble fumble around this uh Google
fumble fumble around this uh Google sheet yeah we're piloting a study with
sheet yeah we're piloting a study with
sheet yeah we're piloting a study with oh this goes first right finalist
oh this goes first right finalist
oh this goes first right finalist research plan pilot the study and what
research plan pilot the study and what
research plan pilot the study and what else would we
else would we
else would we have you know maybe more recruiting who
have you know maybe more recruiting who
have you know maybe more recruiting who knows and since it's week two we could
knows and since it's week two we could
knows and since it's week two we could probably do more sessions
probably do more sessions
probably do more sessions yeah and and since we have a bit of time
yeah and and since we have a bit of time
yeah and and since we have a bit of time to play with maybe we don't have to do
to play with maybe we don't have to do
to play with maybe we don't have to do all our sessions on the the one
all our sessions on the the one
all our sessions on the the one week if it's a iteration project I
week if it's a iteration project I
week if it's a iteration project I assume it's usability it's some kind of
assume it's usability it's some kind of
assume it's usability it's some kind of evaluative testing evaluative testing
evaluative testing evaluative testing
evaluative testing evaluative testing right so it's not going to be as
right so it's not going to be as
right so it's not going to be as long it depends right everything depends
long it depends right everything depends
long it depends right everything depends you could be recruiting very Niche
you could be recruiting very Niche
you could be recruiting very Niche participants so if you need it you have
participants so if you need it you have
participants so if you need it you have more sessions on week five here here you
more sessions on week five here here you
more sessions on week five here here you can also do analysis and then maybe the
can also do analysis and then maybe the
can also do analysis and then maybe the readout here for the project two out for
readout here for the project two out for
readout here for the project two out for project
project
project two okay boom done after you finish this
two okay boom done after you finish this
two okay boom done after you finish this study keep track of the findings and
study keep track of the findings and
study keep track of the findings and recommendations and make sure to inspire
recommendations and make sure to inspire
recommendations and make sure to inspire the team to keep on
the team to keep on
the team to keep on iterating they might need you for a
iterating they might need you for a
iterating they might need you for a second round so leave your timeline open
second round so leave your timeline open
second round so leave your timeline open for that possibility right so now we
for that possibility right so now we
for that possibility right so now we have a lot of buffer time maybe design
have a lot of buffer time maybe design
have a lot of buffer time maybe design team for project
team for project
team for project 2 is iterating here and maybe we can use
2 is iterating here and maybe we can use
2 is iterating here and maybe we can use all this time here uh to do an
all this time here uh to do an
all this time here uh to do an additional round if they require it okay
additional round if they require it okay
additional round if they require it okay so
so
so pH that's a lot thank you for sitting
pH that's a lot thank you for sitting
pH that's a lot thank you for sitting through this one uh hopefully that gives
through this one uh hopefully that gives
through this one uh hopefully that gives you an idea of how one might plan out a
you an idea of how one might plan out a
you an idea of how one might plan out a research road map for a quarter again
research road map for a quarter again
research road map for a quarter again this was purely hypothetical with very
this was purely hypothetical with very
this was purely hypothetical with very little information about the projects
little information about the projects
little information about the projects themselves in reality you would have
themselves in reality you would have
themselves in reality you would have more information that could better help
more information that could better help
more information that could better help you plan out the
you plan out the
you plan out the timelines okay just
timelines okay just
timelines okay just remember the timeline serves as a guide
remember the timeline serves as a guide
remember the timeline serves as a guide poost to get certain Milestones done but
poost to get certain Milestones done but
poost to get certain Milestones done but they aren't set in
they aren't set in
they aren't set in stone road maps are not set in stone
stone road maps are not set in stone
stone road maps are not set in stone remember Bruce Lee's quote and be
remember Bruce Lee's quote and be
remember Bruce Lee's quote and be prepared to
prepared to
prepared to adapt uh because in my experiences and
adapt uh because in my experiences and
adapt uh because in my experiences and this is a true story I have planned
this is a true story I have planned
this is a true story I have planned entire studies out and in the middle of
entire studies out and in the middle of
entire studies out and in the middle of conducting a project could completely
conducting a project could completely
conducting a project could completely get pulled for whatever reason and
get pulled for whatever reason and
get pulled for whatever reason and you'll have to overhaul your timeline on
you'll have to overhaul your timeline on
you'll have to overhaul your timeline on the spot okay I've had projects scrapped
the spot okay I've had projects scrapped
the spot okay I've had projects scrapped out of thin air okay so remember plan it
out of thin air okay so remember plan it
out of thin air okay so remember plan it out keep it open enough for any changes
out keep it open enough for any changes
out keep it open enough for any changes and remember to add some buffer time
and remember to add some buffer time
and remember to add some buffer time either literally on paper not literally
either literally on paper not literally
either literally on paper not literally on paper with the spreadsheet or just
on paper with the spreadsheet or just
on paper with the spreadsheet or just mentally in your head like just mentally
mentally in your head like just mentally
mentally in your head like just mentally prepare some buffer time for example for
prepare some buffer time for example for
prepare some buffer time for example for this video for this lesson I was going
this video for this lesson I was going
this video for this lesson I was going to write out this timeline exercise on a
to write out this timeline exercise on a
to write out this timeline exercise on a whiteboard look at this I have
whiteboard look at this I have
whiteboard look at this I have everything
everything
everything here uh and I thought okay this is kind
here uh and I thought okay this is kind
here uh and I thought okay this is kind of a pain so I decided to adapt and do
of a pain so I decided to adapt and do
of a pain so I decided to adapt and do this on a Google spreadsheet which is
this on a Google spreadsheet which is
this on a Google spreadsheet which is probably what you're going to be using
probably what you're going to be using
probably what you're going to be using like Google spreadsheet you might use
like Google spreadsheet you might use
like Google spreadsheet you might use Koda other tools I won't talk about the
Koda other tools I won't talk about the
Koda other tools I won't talk about the tools you use for road maps you could
tools you use for road maps you could
tools you use for road maps you could use anything honestly uh just whatever
use anything honestly uh just whatever
use anything honestly uh just whatever your teams uses okay so thank you and
your teams uses okay so thank you and
your teams uses okay so thank you and I'll see you in the next lesson the ux
I'll see you in the next lesson the ux
I'll see you in the next lesson the ux research process okay this is the one
research process okay this is the one
research process okay this is the one this is the ultimate mega module we're
this is the ultimate mega module we're
this is the ultimate mega module we're going to go far beyond the basics of
going to go far beyond the basics of
going to go far beyond the basics of just writing a discussion guide or study
just writing a discussion guide or study
just writing a discussion guide or study plan because now we have a strong
plan because now we have a strong
plan because now we have a strong foundation in ux Psychology and product
foundation in ux Psychology and product
foundation in ux Psychology and product strategy in this module we're going to
strategy in this module we're going to
strategy in this module we're going to get into the process in depth and Learn
get into the process in depth and Learn
get into the process in depth and Learn by doing in fact I'm going to give you a
by doing in fact I'm going to give you a
by doing in fact I'm going to give you a real life job interview exercise as our
real life job interview exercise as our
real life job interview exercise as our starting point so we can actually think
starting point so we can actually think
starting point so we can actually think about how to plan for research as we
about how to plan for research as we
about how to plan for research as we learn the process learn by example right
learn the process learn by example right
learn the process learn by example right that's the best way we'll cover how to
that's the best way we'll cover how to
that's the best way we'll cover how to dissect the problems Define research
dissect the problems Define research
dissect the problems Define research objectives and use those puzzle pieces
objectives and use those puzzle pieces
objectives and use those puzzle pieces to formulate our questions when we've
to formulate our questions when we've
to formulate our questions when we've defined some questions we're going to
defined some questions we're going to
defined some questions we're going to talk about how and where to recruit
talk about how and where to recruit
talk about how and where to recruit participants for your research with some
participants for your research with some
participants for your research with some actual scripts that I'm going to give to
actual scripts that I'm going to give to
actual scripts that I'm going to give to you that you can actually use today to
you that you can actually use today to
you that you can actually use today to email participants so print those out
email participants so print those out
email participants so print those out and frame it on the wall and whenever we
and frame it on the wall and whenever we
and frame it on the wall and whenever we talk about participants we have to talk
talk about participants we have to talk
talk about participants we have to talk about sample size right I know
about sample size right I know
about sample size right I know everybody's favorite
everybody's favorite
everybody's favorite topic
topic
topic uh I'll show some unconventional wisdom
uh I'll show some unconventional wisdom
uh I'll show some unconventional wisdom in terms of how to ensure your sample
in terms of how to ensure your sample
in terms of how to ensure your sample size works and of course once we get
size works and of course once we get
size works and of course once we get those pieces down we got to talk about
those pieces down we got to talk about
those pieces down we got to talk about methods or rather choosing methods I'm
methods or rather choosing methods I'm
methods or rather choosing methods I'm willing to bet at one point you've
willing to bet at one point you've
willing to bet at one point you've probably googled this exact term before
probably googled this exact term before
probably googled this exact term before when to use which ux research methods am
when to use which ux research methods am
when to use which ux research methods am I right mhm you probably saw that chart
I right mhm you probably saw that chart
I right mhm you probably saw that chart from the Norman group it's a great start
from the Norman group it's a great start
from the Norman group it's a great start but I'll break it down even further for
but I'll break it down even further for
but I'll break it down even further for you in this module we won't talk about
you in this module we won't talk about
you in this module we won't talk about methods just yet that's coming up later
methods just yet that's coming up later
methods just yet that's coming up later but knowing what problems you need to
but knowing what problems you need to
but knowing what problems you need to solve first is going to be way more
solve first is going to be way more
solve first is going to be way more important than choosing what method you
important than choosing what method you
important than choosing what method you need to use that comes later in this
need to use that comes later in this
need to use that comes later in this module we're all going to learn what
module we're all going to learn what
module we're all going to learn what happens after you choose the method well
happens after you choose the method well
happens after you choose the method well you got to conduct a study sounds simple
you got to conduct a study sounds simple
you got to conduct a study sounds simple right but there's so many things we got
right but there's so many things we got
right but there's so many things we got to prepare for to be aware of I'll show
to prepare for to be aware of I'll show
to prepare for to be aware of I'll show you the art of moderation and listening
you the art of moderation and listening
you the art of moderation and listening I even will show you how to take notes
I even will show you how to take notes
I even will show you how to take notes with my notes template so your team can
with my notes template so your team can
with my notes template so your team can be involved once you've collected the
be involved once you've collected the
be involved once you've collected the data we have analysis ah of course
data we have analysis ah of course
data we have analysis ah of course extracting insights to make winning
extracting insights to make winning
extracting insights to make winning strategic and tactical recommendations
strategic and tactical recommendations
strategic and tactical recommendations yeah we'll go over ways to analyze
yeah we'll go over ways to analyze
yeah we'll go over ways to analyze qualitative data then for any researcher
qualitative data then for any researcher
qualitative data then for any researcher or Storyteller for that matter if your
or Storyteller for that matter if your
or Storyteller for that matter if your recommendations go nowhere then does
recommendations go nowhere then does
recommendations go nowhere then does your research even matter does it even
your research even matter does it even
your research even matter does it even impact no so I'm going teach you how to
impact no so I'm going teach you how to
impact no so I'm going teach you how to tell the story of our users the right
tell the story of our users the right
tell the story of our users the right way for the Right audience and all the
way for the Right audience and all the
way for the Right audience and all the while throughout this whole process I'm
while throughout this whole process I'm
while throughout this whole process I'm going to show you how the process itself
going to show you how the process itself
going to show you how the process itself is inherently a way for you to amplify
is inherently a way for you to amplify
is inherently a way for you to amplify yourself as a badass ux leader seriously
yourself as a badass ux leader seriously
yourself as a badass ux leader seriously it's a team effort and you're involving
it's a team effort and you're involving
it's a team effort and you're involving your stakehold ERS is Paramount and by
your stakehold ERS is Paramount and by
your stakehold ERS is Paramount and by the end of this module you'll hopefully
the end of this module you'll hopefully
the end of this module you'll hopefully gain the confidence to conduct rigorous
gain the confidence to conduct rigorous
gain the confidence to conduct rigorous ux research and maybe even a study plan
ux research and maybe even a study plan
ux research and maybe even a study plan you can refer to whenever you have a
you can refer to whenever you have a
you can refer to whenever you have a hypothetical take-home exercise for a
hypothetical take-home exercise for a
hypothetical take-home exercise for a job interview you know just a nice
job interview you know just a nice
job interview you know just a nice little bonus are you ready cuz I'm ready
little bonus are you ready cuz I'm ready
little bonus are you ready cuz I'm ready let's get it do
let's get it do
let's get it do it how does NASA organize a party they
it how does NASA organize a party they
it how does NASA organize a party they plan
plan
plan it hey welcome to the first lesson in
it hey welcome to the first lesson in
it hey welcome to the first lesson in module before let's learn to process by
module before let's learn to process by
module before let's learn to process by doing I think this is the best way to
doing I think this is the best way to
doing I think this is the best way to understand how the step-by-step process
understand how the step-by-step process
understand how the step-by-step process works when planning rigorous user
works when planning rigorous user
works when planning rigorous user research so to ground ourselves a lot of
research so to ground ourselves a lot of
research so to ground ourselves a lot of the work will
the work will
the work will revolve around something called the
revolve around something called the
revolve around something called the study plan in ux research a study plan
study plan in ux research a study plan
study plan in ux research a study plan is a document that summarizes all the
is a document that summarizes all the
is a document that summarizes all the research details however it's much more
research details however it's much more
research details however it's much more than just a document with your research
than just a document with your research
than just a document with your research methodologies and procedures it also
methodologies and procedures it also
methodologies and procedures it also serves as a central place to align with
serves as a central place to align with
serves as a central place to align with stakeholders on the key objectives to
stakeholders on the key objectives to
stakeholders on the key objectives to align our research questions and as a
align our research questions and as a
align our research questions and as a record of how the research was conducted
record of how the research was conducted
record of how the research was conducted for future reference in case anybody
for future reference in case anybody
for future reference in case anybody else wanted to know how the research was
else wanted to know how the research was
else wanted to know how the research was done this also serves as a feedback
done this also serves as a feedback
done this also serves as a feedback mechanism because you will not just have
mechanism because you will not just have
mechanism because you will not just have one version of the draft you're going to
one version of the draft you're going to
one version of the draft you're going to have multiple iterations of the draft
have multiple iterations of the draft
have multiple iterations of the draft change it over time you're going to ask
change it over time you're going to ask
change it over time you're going to ask feedback and update but going back to
feedback and update but going back to
feedback and update but going back to study plan I'll give you a quick
study plan I'll give you a quick
study plan I'll give you a quick breakdown of the different sections of
breakdown of the different sections of
breakdown of the different sections of the study plan we have the background
the study plan we have the background
the study plan we have the background the problem or opportunity space
the problem or opportunity space
the problem or opportunity space objectives your research questions your
objectives your research questions your
objectives your research questions your timeline for the project the methodology
timeline for the project the methodology
timeline for the project the methodology section which should contain your
section which should contain your
section which should contain your methodologies participants sample size
methodologies participants sample size
methodologies participants sample size and links to the materials you're using
and links to the materials you're using
and links to the materials you're using include the dayc framework in there and
include the dayc framework in there and
include the dayc framework in there and finally last but not least your study
finally last but not least your study
finally last but not least your study plan should also include the procedure
plan should also include the procedure
plan should also include the procedure AKA discussion guide AKA script AKA
AKA discussion guide AKA script AKA
AKA discussion guide AKA script AKA protocol okay they're all the same
protocol okay they're all the same
protocol okay they're all the same procedure discussion guide script
procedure discussion guide script
procedure discussion guide script protocol you've heard different terms
protocol you've heard different terms
protocol you've heard different terms with them all the same don't get
with them all the same don't get
with them all the same don't get confused I have one in the course
confused I have one in the course
confused I have one in the course materials so feel free to download the
materials so feel free to download the
materials so feel free to download the study plan template from that section if
study plan template from that section if
study plan template from that section if you want to follow along so I basically
you want to follow along so I basically
you want to follow along so I basically included all the information on the
included all the information on the
included all the information on the template itself if you ever want to use
template itself if you ever want to use
template itself if you ever want to use it just delete the information that's
it just delete the information that's
it just delete the information that's there let's walk through each section
there let's walk through each section
there let's walk through each section really briefly the background or the
really briefly the background or the
really briefly the background or the problem this is the section we want to
problem this is the section we want to
problem this is the section we want to talk about where did this initiative
talk about where did this initiative
talk about where did this initiative come from why is it happening now here
come from why is it happening now here
come from why is it happening now here you might want to link to relevant
you might want to link to relevant
you might want to link to relevant background documents like the PRD or
background documents like the PRD or
background documents like the PRD or maybe the prf andq or product Road mapap
maybe the prf andq or product Road mapap
maybe the prf andq or product Road mapap Vision documents with you know stuff
Vision documents with you know stuff
Vision documents with you know stuff like that the next section objectives
like that the next section objectives
like that the next section objectives what do we want to learn what are we
what do we want to learn what are we
what do we want to learn what are we going to do with the results and I also
going to do with the results and I also
going to do with the results and I also like to have subsection called non
like to have subsection called non
like to have subsection called non objectives sometimes you might have huge
objectives sometimes you might have huge
objectives sometimes you might have huge objectives over very broad ones and you
objectives over very broad ones and you
objectives over very broad ones and you want to scope it down you want to make
want to scope it down you want to make
want to scope it down you want to make sure you align with your team on this
sure you align with your team on this
sure you align with your team on this first to know hey what are we studying
first to know hey what are we studying
first to know hey what are we studying and what aren't we going to study right
and what aren't we going to study right
and what aren't we going to study right cuz a lot of times people are going to
cuz a lot of times people are going to
cuz a lot of times people are going to have so many questions they're going to
have so many questions they're going to
have so many questions they're going to want to like bam ask this ask this ass
want to like bam ask this ask this ass
want to like bam ask this ask this ass this I understand nothing but you you
this I understand nothing but you you
this I understand nothing but you you want to scope it enough so you can have
want to scope it enough so you can have
want to scope it enough so you can have a focus so you might have a SE called
a focus so you might have a SE called
a focus so you might have a SE called non objectives and say hey maybe this
non objectives and say hey maybe this
non objectives and say hey maybe this could be a different study for later
could be a different study for later
could be a different study for later that's all right totally okay next we
that's all right totally okay next we
that's all right totally okay next we have research questions so these are the
have research questions so these are the
have research questions so these are the specific questions pertaining to to the
specific questions pertaining to to the
specific questions pertaining to to the product or service I also have success
product or service I also have success
product or service I also have success metrics there will be metrics you'll be
metrics there will be metrics you'll be
metrics there will be metrics you'll be measuring to know whether or not you're
measuring to know whether or not you're
measuring to know whether or not you're on the right track so typically if
on the right track so typically if
on the right track so typically if you're running foundational research
you're running foundational research
you're running foundational research there's no real like
there's no real like
there's no real like metrics okay there's no like oh we're
metrics okay there's no like oh we're
metrics okay there's no like oh we're going to increase Revenue blah blah blah
going to increase Revenue blah blah blah
going to increase Revenue blah blah blah blah cuz you're just building an
blah cuz you're just building an
blah cuz you're just building an understanding at that point so for
understanding at that point so for
understanding at that point so for foundational research there's you know
foundational research there's you know
foundational research there's you know not metrics as a numbers just keep that
not metrics as a numbers just keep that
not metrics as a numbers just keep that in mind timeline uh timeline is is you
in mind timeline uh timeline is is you
in mind timeline uh timeline is is you know well it exactly what it sounds like
know well it exactly what it sounds like
know well it exactly what it sounds like an overview of how long the research
an overview of how long the research
an overview of how long the research activities will take and the deadline
activities will take and the deadline
activities will take and the deadline for each activity usually I keep the
for each activity usually I keep the
for each activity usually I keep the daisy framework along with the T
daisy framework along with the T
daisy framework along with the T timeline so Daisy is just who's working
timeline so Daisy is just who's working
timeline so Daisy is just who's working on what and when it's really important
on what and when it's really important
on what and when it's really important to conclude because I've made the
to conclude because I've made the
to conclude because I've made the mistake once of not actually confirming
mistake once of not actually confirming
mistake once of not actually confirming who's doing what and when and that
who's doing what and when and that
who's doing what and when and that actually resulted in the team pushing
actually resulted in the team pushing
actually resulted in the team pushing back on each other and then blaming one
back on each other and then blaming one
back on each other and then blaming one another so yeah it sounds stupid and
another so yeah it sounds stupid and
another so yeah it sounds stupid and trivial o process so much process I know
trivial o process so much process I know
trivial o process so much process I know process isn't the sexiest thing to talk
process isn't the sexiest thing to talk
process isn't the sexiest thing to talk about systems work and trust me there's
about systems work and trust me there's
about systems work and trust me there's a reason I included it in the study plan
a reason I included it in the study plan
a reason I included it in the study plan template it's not for you it's not for
template it's not for you it's not for
template it's not for you it's not for us it's for your team something to keep
us it's for your team something to keep
us it's for your team something to keep your team up to date on what's going on
your team up to date on what's going on
your team up to date on what's going on then we also have methods the
then we also have methods the
then we also have methods the methodology section right what methods
methodology section right what methods
methodology section right what methods are you using you want to describe them
are you using you want to describe them
are you using you want to describe them here in this section you also want to
here in this section you also want to
here in this section you also want to include your participants your criteria
include your participants your criteria
include your participants your criteria who you're talking to materials you know
who you're talking to materials you know
who you're talking to materials you know typically I link to any assets or
typically I link to any assets or
typically I link to any assets or prototypes that is going to be used and
prototypes that is going to be used and
prototypes that is going to be used and I'll tag my designer whoever's in charge
I'll tag my designer whoever's in charge
I'll tag my designer whoever's in charge of those designs and finally we're going
of those designs and finally we're going
of those designs and finally we're going to have the procedures discussion guide
to have the procedures discussion guide
to have the procedures discussion guide script AKA protocol whatever all that
script AKA protocol whatever all that
script AKA protocol whatever all that stuff this is a formal or informal
stuff this is a formal or informal
stuff this is a formal or informal script containing the questions and the
script containing the questions and the
script containing the questions and the exact wording that you're going to use
exact wording that you're going to use
exact wording that you're going to use during a study the procedure is like a
during a study the procedure is like a
during a study the procedure is like a cooking recipe anyone reading it should
cooking recipe anyone reading it should
cooking recipe anyone reading it should know exactly how you're study
know exactly how you're study
know exactly how you're study is done and they're able to replicate it
is done and they're able to replicate it
is done and they're able to replicate it if they wanted to so that's the study
if they wanted to so that's the study
if they wanted to so that's the study plan for you keep in mind this is a
plan for you keep in mind this is a
plan for you keep in mind this is a living breathing document where you and
living breathing document where you and
living breathing document where you and your team should be centralizing your
your team should be centralizing your
your team should be centralizing your research activities upon now like I said
research activities upon now like I said
research activities upon now like I said already this document is more than just
already this document is more than just
already this document is more than just a recipe for research but it's like it's
a recipe for research but it's like it's
a recipe for research but it's like it's like a home base everyone can feel warm
like a home base everyone can feel warm
like a home base everyone can feel warm and fuzzy because you're all lined on
and fuzzy because you're all lined on
and fuzzy because you're all lined on the same problems so now that we know
the same problems so now that we know
the same problems so now that we know the structure of the study plan let's
the structure of the study plan let's
the structure of the study plan let's put this baby to practice you don't want
put this baby to practice you don't want
put this baby to practice you don't want to miss the next one because we're going
to miss the next one because we're going
to miss the next one because we're going to do a real life take-home exercise
to do a real life take-home exercise
to do a real life take-home exercise that I've gotten from a tech company
that I've gotten from a tech company
that I've gotten from a tech company before a real life interview take-home
before a real life interview take-home
before a real life interview take-home and we're going to use our study plan to
and we're going to use our study plan to
and we're going to use our study plan to do
do
do it showing you what goes into a study
it showing you what goes into a study
it showing you what goes into a study plan but how long should it take to
plan but how long should it take to
plan but how long should it take to create one as a newbie it's very easy to
create one as a newbie it's very easy to
create one as a newbie it's very easy to want to make the perfect study plan and
want to make the perfect study plan and
want to make the perfect study plan and take hours and hours to do it but in
take hours and hours to do it but in
take hours and hours to do it but in reality I never spend more than 2 hours
reality I never spend more than 2 hours
reality I never spend more than 2 hours creating one of of course when I was
creating one of of course when I was
creating one of of course when I was newer to the field it took me a long
newer to the field it took me a long
newer to the field it took me a long time as I got better as I got more
time as I got better as I got more
time as I got better as I got more experience I realized you don't need to
experience I realized you don't need to
experience I realized you don't need to spend that much time on it not because
spend that much time on it not because
spend that much time on it not because I'm super smart or anything it's quite
I'm super smart or anything it's quite
I'm super smart or anything it's quite the opposite but because you don't need
the opposite but because you don't need
the opposite but because you don't need the perfect plan to show your
the perfect plan to show your
the perfect plan to show your stakeholders after the badass kickoff
stakeholders after the badass kickoff
stakeholders after the badass kickoff meeting will'll have I have a pretty
meeting will'll have I have a pretty
meeting will'll have I have a pretty good idea of the background the
good idea of the background the
good idea of the background the objectives the non objectives the
objectives the non objectives the
objectives the non objectives the research questions success metrics
research questions success metrics
research questions success metrics timeline and probably whom participants
timeline and probably whom participants
timeline and probably whom participants we need to speak with that's plug and
we need to speak with that's plug and
we need to speak with that's plug and playay on all you need to do is just
playay on all you need to do is just
playay on all you need to do is just take all your notes from your meeting
take all your notes from your meeting
take all your notes from your meeting and just plug into the study plan that
and just plug into the study plan that
and just plug into the study plan that shouldn't take you more than like I
shouldn't take you more than like I
shouldn't take you more than like I don't know a few minutes 10 minutes half
don't know a few minutes 10 minutes half
don't know a few minutes 10 minutes half an hour probably go in and out 20
an hour probably go in and out 20
an hour probably go in and out 20 minutes Adventure the sections that take
minutes Adventure the sections that take
minutes Adventure the sections that take the most time are the methods and the
the most time are the methods and the
the most time are the methods and the discussion guide AKA script AKA protocol
discussion guide AKA script AKA protocol
discussion guide AKA script AKA protocol AKA procedure we got to think about
AKA procedure we got to think about
AKA procedure we got to think about which methods make sense who we're going
which methods make sense who we're going
which methods make sense who we're going to speak with how many segments of
to speak with how many segments of
to speak with how many segments of people do we have in a sample size for
people do we have in a sample size for
people do we have in a sample size for each segment then we have to actually
each segment then we have to actually
each segment then we have to actually write out a discussion guide to help
write out a discussion guide to help
write out a discussion guide to help guide our conversations this goes for
guide our conversations this goes for
guide our conversations this goes for qualitative research if you're doing a
qualitative research if you're doing a
qualitative research if you're doing a survey you might not be writing a
survey you might not be writing a
survey you might not be writing a discussion guide per se you'll be
discussion guide per se you'll be
discussion guide per se you'll be writing your survey questions the reason
writing your survey questions the reason
writing your survey questions the reason I don't take a lot of time on a study
I don't take a lot of time on a study
I don't take a lot of time on a study plan initially is because I always treat
plan initially is because I always treat
plan initially is because I always treat my first draft as a first
my first draft as a first
my first draft as a first draft Yeah Yeah I treat my first version
draft Yeah Yeah I treat my first version
draft Yeah Yeah I treat my first version as a draft and I'll share that with my
as a draft and I'll share that with my
as a draft and I'll share that with my team to get feedback and thoughts and I
team to get feedback and thoughts and I
team to get feedback and thoughts and I will make sure when and I do share with
will make sure when and I do share with
will make sure when and I do share with them that I emphasize And I stress that
them that I emphasize And I stress that
them that I emphasize And I stress that hey it's a draft it's not finished yet I
hey it's a draft it's not finished yet I
hey it's a draft it's not finished yet I want to get your initial look at it to
want to get your initial look at it to
want to get your initial look at it to make sure I'm not missing anything or
make sure I'm not missing anything or
make sure I'm not missing anything or that we're getting second pair of eyes
that we're getting second pair of eyes
that we're getting second pair of eyes on it just to see hey now it's on paper
on it just to see hey now it's on paper
on it just to see hey now it's on paper do we need to change anything and that's
do we need to change anything and that's
do we need to change anything and that's how you can avoid stressing out about
how you can avoid stressing out about
how you can avoid stressing out about having a perfect study
[Music]
[Music] plan really honestly no lie I had major
plan really honestly no lie I had major
plan really honestly no lie I had major major imposter syndrome like writing out
major imposter syndrome like writing out
major imposter syndrome like writing out study plans because I wanted it to be
study plans because I wanted it to be
study plans because I wanted it to be perfect but as soon as you think about
perfect but as soon as you think about
perfect but as soon as you think about hey this is a draft it will be better I
hey this is a draft it will be better I
hey this is a draft it will be better I going to involve my stakeholders
going to involve my stakeholders
going to involve my stakeholders throughout this process so it's almost
throughout this process so it's almost
throughout this process so it's almost as if we're writing it
as if we're writing it
as if we're writing it together in fact I usually write my
together in fact I usually write my
together in fact I usually write my discussion guide after I get some
discussion guide after I get some
discussion guide after I get some feedback from my team when I send the
feedback from my team when I send the
feedback from my team when I send the first draft sometimes I don't even have
first draft sometimes I don't even have
first draft sometimes I don't even have the discussion guide ready that way I
the discussion guide ready that way I
the discussion guide ready that way I don't use up all my energy writing
don't use up all my energy writing
don't use up all my energy writing something if it's not even aligned the
something if it's not even aligned the
something if it's not even aligned the right way also Pro tip for getting
right way also Pro tip for getting
right way also Pro tip for getting feedback don't just email it to people
feedback don't just email it to people
feedback don't just email it to people and say hey here's the study plan leave
and say hey here's the study plan leave
and say hey here's the study plan leave feedback people don't usually just open
feedback people don't usually just open
feedback people don't usually just open and look through the whole thing unless
and look through the whole thing unless
and look through the whole thing unless they're like really really cool badass
they're like really really cool badass
they're like really really cool badass Partners what I like to do is send the
Partners what I like to do is send the
Partners what I like to do is send the email but tag people in specific parts
email but tag people in specific parts
email but tag people in specific parts of the plan to review therefore it gives
of the plan to review therefore it gives
of the plan to review therefore it gives the illusion that you're only asking for
the illusion that you're only asking for
the illusion that you're only asking for something small when people open it and
something small when people open it and
something small when people open it and Rie review the section they're naturally
Rie review the section they're naturally
Rie review the section they're naturally going to look over the rest of it right
going to look over the rest of it right
going to look over the rest of it right yeah yeah the more you know but let's
yeah yeah the more you know but let's
yeah yeah the more you know but let's say for some reason nobody gives you
say for some reason nobody gives you
say for some reason nobody gives you feedback sad then just do your best to
feedback sad then just do your best to
feedback sad then just do your best to get a version ready and then pilot your
get a version ready and then pilot your
get a version ready and then pilot your study I would do at at all costs I will
study I would do at at all costs I will
study I would do at at all costs I will get feedback from the stakeholders
get feedback from the stakeholders
get feedback from the stakeholders before I even run the study but if for
before I even run the study but if for
before I even run the study but if for whatever reason maybe you're working in
whatever reason maybe you're working in
whatever reason maybe you're working in a very immature ux practice people don't
a very immature ux practice people don't
a very immature ux practice people don't have time they don't really want to
have time they don't really want to
have time they don't really want to that's a different problem I would still
that's a different problem I would still
that's a different problem I would still try to in front of them and say hey
try to in front of them and say hey
try to in front of them and say hey maybe you set up another meeting where
maybe you set up another meeting where
maybe you set up another meeting where you can all synchronously at the same
you can all synchronously at the same
you can all synchronously at the same time look at it together just do your
time look at it together just do your
time look at it together just do your best to get their feedback before you
best to get their feedback before you
best to get their feedback before you actually run the study but I'm just
actually run the study but I'm just
actually run the study but I'm just saying last resort if you cannot like
saying last resort if you cannot like
saying last resort if you cannot like let's say everybody on your team dies or
let's say everybody on your team dies or
let's say everybody on your team dies or something at knock on wood right no one
something at knock on wood right no one
something at knock on wood right no one dying let's say
dying let's say
dying let's say everybody is not able to give you
everybody is not able to give you
everybody is not able to give you feedback pilot your study in other words
feedback pilot your study in other words
feedback pilot your study in other words do a dry run this is the last resort
do a dry run this is the last resort
do a dry run this is the last resort you're going to do this anyway
you're going to do this anyway
you're going to do this anyway regardless of feedback you want to do a
regardless of feedback you want to do a
regardless of feedback you want to do a pilot study we'll talk about that more
pilot study we'll talk about that more
pilot study we'll talk about that more but essentially it's another way to get
but essentially it's another way to get
but essentially it's another way to get feedback on whether or not you getting
feedback on whether or not you getting
feedback on whether or not you getting the right data you expect so there you
the right data you expect so there you
the right data you expect so there you have it a couple of badass ux tips to
have it a couple of badass ux tips to
have it a couple of badass ux tips to help you not stress out by your study
plan there's one tip I want to give to
plan there's one tip I want to give to you that can help you organize your
you that can help you organize your
you that can help you organize your thoughts in your study plan this applies
thoughts in your study plan this applies
thoughts in your study plan this applies to your methodology section your
to your methodology section your
to your methodology section your sampling and your screeners so here's
sampling and your screeners so here's
sampling and your screeners so here's what I mean let's say you're talking
what I mean let's say you're talking
what I mean let's say you're talking about your methods that you want in your
about your methods that you want in your
about your methods that you want in your study plan I want you to create a table
study plan I want you to create a table
study plan I want you to create a table in your study plan it
in your study plan it
in your study plan it says
method and let's say you're doing you
method and let's say you're doing you know
know
know interviews
interviews
interviews Idis as one method and usability as
another in your table put these methods
another in your table put these methods here in the next column I want you to
here in the next column I want you to
here in the next column I want you to put what you're trying to learn from
put what you're trying to learn from
put what you're trying to learn from this method questions you
this method questions you
this method questions you want
answered okay so for Idis it may be
answered okay so for Idis it may be understanding backgrounds or attitudes
understanding backgrounds or attitudes
understanding backgrounds or attitudes etc etc for usability you're trying to
etc etc for usability you're trying to
etc etc for usability you're trying to you know identify pain points whether
you know identify pain points whether
you know identify pain points whether they can complete tasks etc etc and
they can complete tasks etc etc and
they can complete tasks etc etc and here's another tip you can also add
here's another tip you can also add
here's another tip you can also add another column for
another column for
another column for participants right let's add it to the
participants right let's add it to the
participants right let's add it to the left I don't know if you see this but
left I don't know if you see this but
left I don't know if you see this but add it to the
left uh
left uh sample okay cuz maybe you want to do IDs
sample okay cuz maybe you want to do IDs
sample okay cuz maybe you want to do IDs for only certain participants and for
for only certain participants and for
for only certain participants and for usability you want to do for others
usability you want to do for others
usability you want to do for others let's say for example usability is for
let's say for example usability is for
let's say for example usability is for nonusers
nonusers
nonusers non
non
non users you also want to do Idis for
users you also want to do Idis for
users you also want to do Idis for current
current
current users you might want to run them for
users you might want to run them for
users you might want to run them for both so you might even you know add an
both so you might even you know add an
both so you might even you know add an extra column say
extra column say
extra column say for current users and
for current users and
for current users and non-users and you want to specify I'm
non-users and you want to specify I'm
non-users and you want to specify I'm sorry for the Chicken Scratch by the way
sorry for the Chicken Scratch by the way
sorry for the Chicken Scratch by the way but specify what users are doing what
but specify what users are doing what
but specify what users are doing what method and what you want to learn from
method and what you want to learn from
method and what you want to learn from them and you can also you
them and you can also you
them and you can also you know create a sub Row for this it's like
know create a sub Row for this it's like
know create a sub Row for this it's like Idis Al Onis uh for you know current
Idis Al Onis uh for you know current
Idis Al Onis uh for you know current users you want specific questions for
users you want specific questions for
users you want specific questions for non-users you want specific questions
non-users you want specific questions
non-users you want specific questions you see what I mean
you see what I mean
you see what I mean okay so that's one way to organize your
okay so that's one way to organize your
okay so that's one way to organize your methods and your sample now on the other
methods and your sample now on the other
methods and your sample now on the other hand I want to share with you how to
hand I want to share with you how to
hand I want to share with you how to organize your screen your
questions we're also going to go with a
questions we're also going to go with a table uh kind of format so on the left
table uh kind of format so on the left
table uh kind of format so on the left column I'm going to have track I'll I'll
column I'm going to have track I'll I'll
column I'm going to have track I'll I'll tell you what this means L
tell you what this means L
tell you what this means L soon your screener
soon your screener
soon your screener question goes here
and then the last column is
and then the last column is y so
y so
y so track means let's say I want uh everyone
track means let's say I want uh everyone
track means let's say I want uh everyone to answer a question
to answer a question
to answer a question about their
about their
about their age not typically a screener question
age not typically a screener question
age not typically a screener question that's a demographic profiling question
that's a demographic profiling question
that's a demographic profiling question but let's just pretend for ease
but let's just pretend for ease
but let's just pretend for ease age track I want everyone to answer this
age track I want everyone to answer this
age track I want everyone to answer this all okay and here why is the
all okay and here why is the
all okay and here why is the purpose why are we asking this screener
purpose why are we asking this screener
purpose why are we asking this screener question and I might call it a screener
question and I might call it a screener
question and I might call it a screener question but maybe uh I'm profiling
question but maybe uh I'm profiling
question but maybe uh I'm profiling people yeah I know profiles a negative
people yeah I know profiles a negative
people yeah I know profiles a negative connotation but in a way sometimes we
connotation but in a way sometimes we
connotation but in a way sometimes we don't want to screen people out for
don't want to screen people out for
don't want to screen people out for certain questions we just want a quot of
certain questions we just want a quot of
certain questions we just want a quot of different people for example let's say
different people for example let's say
different people for example let's say the the options for age is 18 to 24 25 5
the the options for age is 18 to 24 25 5
the the options for age is 18 to 24 25 5 35 3 uh 6 to 45 46 to 55 and 56 plus
35 3 uh 6 to 45 46 to 55 and 56 plus
35 3 uh 6 to 45 46 to 55 and 56 plus whatever right everyone answers this
whatever right everyone answers this
whatever right everyone answers this question and the purpose is
question and the purpose is
question and the purpose is to um let's just say uh
to um let's just say uh
to um let's just say uh screen
screen
screen out
out
out people under
people under
people under 18 I want to screen people out under 18
18 I want to screen people out under 18
18 I want to screen people out under 18 this is the only purpose of this
this is the only purpose of this
this is the only purpose of this question so anyone who says under 18
question so anyone who says under 18
question so anyone who says under 18 they are
out so if they're not
out so if they're not 18 they're older than 18 they can move
18 they're older than 18 they can move
18 they're older than 18 they can move on to question
on to question
on to question two so question two let's say it's a
two so question two let's say it's a
two so question two let's say it's a attitudinal um how willing are you to
attitudinal um how willing are you to
attitudinal um how willing are you to try friy Chicken and
try friy Chicken and
try friy Chicken and Waffles
Waffles
Waffles chicken and waffles
chicken and waffles
chicken and waffles for me that's an extremely
for me that's an extremely
for me that's an extremely likely so there's a 1 2 3 4
likely so there's a 1 2 3 4
likely so there's a 1 2 3 4 5 okay so not at all
5 okay so not at all
5 okay so not at all likely and extremely likely I hope you
likely and extremely likely I hope you
likely and extremely likely I hope you can see this or at least get the idea of
can see this or at least get the idea of
can see this or at least get the idea of what I'm trying to write cuz my chicken
what I'm trying to write cuz my chicken
what I'm trying to write cuz my chicken scratch fried chicken
scratch fried chicken
scratch fried chicken um anyway yeah so track anyone who says
um anyway yeah so track anyone who says
um anyway yeah so track anyone who says over 18 18
over 18 18
over 18 18 plus so anyone who's 18 plus can see
plus so anyone who's 18 plus can see
plus so anyone who's 18 plus can see this next
this next
this next question and now let's say I'm
question and now let's say I'm
question and now let's say I'm interested in talking to people for my
interested in talking to people for my
interested in talking to people for my study I'm interested in talking to
study I'm interested in talking to
study I'm interested in talking to people who are uh at
people who are uh at
people who are uh at least somewhat open to trying Chicken
least somewhat open to trying Chicken
least somewhat open to trying Chicken and Waffles okay I don't want the people
and Waffles okay I don't want the people
and Waffles okay I don't want the people who are not interested at all so 3 four
who are not interested at all so 3 four
who are not interested at all so 3 four five I will accept them so what I'm
five I will accept them so what I'm
five I will accept them so what I'm trying to do here is screen
trying to do here is screen
trying to do here is screen screen out
screen out
screen out people who
people who
people who answer one or
answer one or
answer one or two one and two okay so I'm going to
two one and two okay so I'm going to
two one and two okay so I'm going to keep 3 four five people who who answer 3
keep 3 four five people who who answer 3
keep 3 four five people who who answer 3 four five I'm going to keep and they get
four five I'm going to keep and they get
four five I'm going to keep and they get to see the next question so let's call
to see the next question so let's call
to see the next question so let's call this question uh one this is question
this question uh one this is question
this question uh one this is question two now this is question
two now this is question
two now this is question three my third screener question the
three my third screener question the
three my third screener question the track is if they answer
track is if they answer
track is if they answer 2 c 2 D and 2
2 c 2 D and 2
2 c 2 D and 2 e a b c d yeah uh this is messy but
e a b c d yeah uh this is messy but
e a b c d yeah uh this is messy but hopefully you're getting my drift here
hopefully you're getting my drift here
hopefully you're getting my drift here uh if they answer 2 C 2D 2 e they can
uh if they answer 2 C 2D 2 e they can
uh if they answer 2 C 2D 2 e they can proceed to NE this question whatever it
proceed to NE this question whatever it
proceed to NE this question whatever it is okay I we but hopefully this makes
is okay I we but hopefully this makes
is okay I we but hopefully this makes sense so to organize your thoughts in a
sense so to organize your thoughts in a
sense so to organize your thoughts in a screener you could do a similar thing as
screener you could do a similar thing as
screener you could do a similar thing as you would with methods and sampling so
you would with methods and sampling so
you would with methods and sampling so so far I've I'm using questions to
so far I've I'm using questions to
so far I've I'm using questions to screen people
screen people
screen people out but I have many times where I'm not
out but I have many times where I'm not
out but I have many times where I'm not trying to screen people I'm trying to
trying to screen people I'm trying to
trying to screen people I'm trying to get a quota so what I'm doing instead is
get a quota so what I'm doing instead is
get a quota so what I'm doing instead is profiling profiling or
profiling profiling or
profiling profiling or quot what that means is I'm interested
quot what that means is I'm interested
quot what that means is I'm interested in getting a mix of people who answer
in getting a mix of people who answer
in getting a mix of people who answer different different ways in the next
different different ways in the next
different different ways in the next question so what's the next question um
question so what's the next question um
question so what's the next question um I don't know How likely are you you know
I don't know How likely are you you know
I don't know How likely are you you know what are your thoughts about hot sauce
what are your thoughts about hot sauce
what are your thoughts about hot sauce okay maybe my study is a lot all about
okay maybe my study is a lot all about
okay maybe my study is a lot all about hot sauce and fried chicken and waffles
hot sauce and fried chicken and waffles
hot sauce and fried chicken and waffles so if this question could be about hot
so if this question could be about hot
so if this question could be about hot sauce do you you know do you like hot
sauce do you you know do you like hot
sauce do you you know do you like hot sauce or not whatever and I'm interested
sauce or not whatever and I'm interested
sauce or not whatever and I'm interested to talk to people who aren't into hot
to talk to people who aren't into hot
to talk to people who aren't into hot sauce and also people who are into hot
sauce and also people who are into hot
sauce and also people who are into hot sauce everything in between so really
sauce everything in between so really
sauce everything in between so really the next question is just profiling I
the next question is just profiling I
the next question is just profiling I want to mix of people who like hot sauce
want to mix of people who like hot sauce
want to mix of people who like hot sauce or don't like hot sauce and I want to
or don't like hot sauce and I want to
or don't like hot sauce and I want to talk to them so that's the purpose of of
talk to them so that's the purpose of of
talk to them so that's the purpose of of profiling a quot a question uh and
profiling a quot a question uh and
profiling a quot a question uh and hopefully yeah this format helps you
hopefully yeah this format helps you
hopefully yeah this format helps you organize your thoughts a little bit
organize your thoughts a little bit
organize your thoughts a little bit better you can add it to your actual
better you can add it to your actual
better you can add it to your actual study plan your audience would actually
study plan your audience would actually
study plan your audience would actually appreciate that too it's an easier way
appreciate that too it's an easier way
appreciate that too it's an easier way to find out why you're asking certain
to find out why you're asking certain
to find out why you're asking certain questions so hopefully that helps to
questions so hopefully that helps to
questions so hopefully that helps to illustrate just how important a study
illustrate just how important a study
illustrate just how important a study plan is let me tell you a story about
plan is let me tell you a story about
plan is let me tell you a story about something that happened to me at work so
something that happened to me at work so
something that happened to me at work so one time my team and I were planning
one time my team and I were planning
one time my team and I were planning research to study user onboarding to our
research to study user onboarding to our
research to study user onboarding to our platform we knew that onboarding was uh
platform we knew that onboarding was uh
platform we knew that onboarding was uh not great let's just say it's a a very
not great let's just say it's a a very
not great let's just say it's a a very small percent of people make it through
small percent of people make it through
small percent of people make it through the initial process and onboarding is
the initial process and onboarding is
the initial process and onboarding is one of those things you have to get
one of those things you have to get
one of those things you have to get right because it sets the tone for the
right because it sets the tone for the
right because it sets the tone for the rest of the experience for users so
rest of the experience for users so
rest of the experience for users so naturally I wanted to know how the
naturally I wanted to know how the
naturally I wanted to know how the product prepares or doesn't prepare new
product prepares or doesn't prepare new
product prepares or doesn't prepare new users to the platform and why people
users to the platform and why people
users to the platform and why people drop off before trying out the platform
drop off before trying out the platform
drop off before trying out the platform however as I was planning to research
however as I was planning to research
however as I was planning to research the design lead who's been at the
the design lead who's been at the
the design lead who's been at the company for about 7 years kept
company for about 7 years kept
company for about 7 years kept commenting on our research plan how is
commenting on our research plan how is
commenting on our research plan how is it different from previous XYZ research
it different from previous XYZ research
it different from previous XYZ research we have data on blah we have data on
we have data on blah we have data on
we have data on blah we have data on this etc etc I've gone through the
this etc etc I've gone through the
this etc etc I've gone through the previous research right and there had to
previous research right and there had to
previous research right and there had to be a reason why we're doing this new
be a reason why we're doing this new
be a reason why we're doing this new research but I started second guessing
research but I started second guessing
research but I started second guessing whether or not we needed this research
whether or not we needed this research
whether or not we needed this research because the design lead kept asking
because the design lead kept asking
because the design lead kept asking these questions and then my pm also
these questions and then my pm also
these questions and then my pm also started second guessing the research do
started second guessing the research do
started second guessing the research do we even need this now so even though I
we even need this now so even though I
we even need this now so even though I had already planned the research this
had already planned the research this
had already planned the research this doubt was killing me so the PM designer
doubt was killing me so the PM designer
doubt was killing me so the PM designer and I we sat together again we're like
and I we sat together again we're like
and I we sat together again we're like hey let's talk about it let's talk it
hey let's talk about it let's talk it
hey let's talk about it let's talk it out let's play Devil's Advocate let's
out let's play Devil's Advocate let's
out let's play Devil's Advocate let's pick this research apart do we really
pick this research apart do we really
pick this research apart do we really need and I really had to think what is
need and I really had to think what is
need and I really had to think what is it that we don't know about our users
it that we don't know about our users
it that we don't know about our users yet what were the limitations of the
yet what were the limitations of the
yet what were the limitations of the previous research what gaps do we need
previous research what gaps do we need
previous research what gaps do we need to fill in here what does the designer
to fill in here what does the designer
to fill in here what does the designer need to know in order to start designing
need to know in order to start designing
need to know in order to start designing a better experience eventually we did
a better experience eventually we did
a better experience eventually we did the research by looking at non-users and
the research by looking at non-users and
the research by looking at non-users and their expectations around the platform
their expectations around the platform
their expectations around the platform and it turned out to be useful because
and it turned out to be useful because
and it turned out to be useful because the previous research all have been done
the previous research all have been done
the previous research all have been done within the platform with our current
within the platform with our current
within the platform with our current user and stuff like that the point of
user and stuff like that the point of
user and stuff like that the point of the story is not the research study that
the story is not the research study that
the story is not the research study that I did right that's not the point of the
I did right that's not the point of the
I did right that's not the point of the story is this if you can't convince
story is this if you can't convince
story is this if you can't convince yourself don't expect to be convincing
yourself don't expect to be convincing
yourself don't expect to be convincing anybody else and if you are sure about
anybody else and if you are sure about
anybody else and if you are sure about your research questions and why you're
your research questions and why you're
your research questions and why you're doing it then be sure get stakeholders
doing it then be sure get stakeholders
doing it then be sure get stakeholders in a room just Jam On It is better to
in a room just Jam On It is better to
in a room just Jam On It is better to not know before the research than to not
not know before the research than to not
not know before the research than to not know while you're conducting the
know while you're conducting the
know while you're conducting the research and the other thing I want to
research and the other thing I want to
research and the other thing I want to point out if you work at a place where
point out if you work at a place where
point out if you work at a place where people have been on the team for a long
people have been on the team for a long
people have been on the team for a long time they're going to reference previous
time they're going to reference previous
time they're going to reference previous research they have a lot of
research they have a lot of
research they have a lot of institutional knowledge they're going to
institutional knowledge they're going to
institutional knowledge they're going to be like oh we already have this we know
be like oh we already have this we know
be like oh we already have this we know this and you need to start considering
this and you need to start considering
this and you need to start considering how the previous research was done you
how the previous research was done you
how the previous research was done you need to look at how the methodology is
need to look at how the methodology is
need to look at how the methodology is run Google is run on when it was done
run Google is run on when it was done
run Google is run on when it was done cuz the product may have changed a lot
cuz the product may have changed a lot
cuz the product may have changed a lot what questions were they asking were
what questions were they asking were
what questions were they asking were they asking the same question questions
they asking the same question questions
they asking the same question questions maybe some of the findings are
maybe some of the findings are
maybe some of the findings are applicable and great great if they are
applicable and great great if they are
applicable and great great if they are you save some time that's perfect I
you save some time that's perfect I
you save some time that's perfect I would rather have that but chances are
would rather have that but chances are
would rather have that but chances are your product has changed over time and
your product has changed over time and
your product has changed over time and you know what yeah we have researched in
you know what yeah we have researched in
you know what yeah we have researched in the past but we're still seeing the same
the past but we're still seeing the same
the past but we're still seeing the same problem it still hasn't been fixed
problem it still hasn't been fixed
problem it still hasn't been fixed so anyway that was a quick little detour
so anyway that was a quick little detour
so anyway that was a quick little detour to show you the realities of study
to show you the realities of study
to show you the realities of study planning not everything's going to be
planning not everything's going to be
planning not everything's going to be smooth like butter so if you're not sure
smooth like butter so if you're not sure
smooth like butter so if you're not sure it's okay take the extra meeting don't
it's okay take the extra meeting don't
it's okay take the extra meeting don't just jump into the research if you're
just jump into the research if you're
just jump into the research if you're not sure if you're not sure
not sure if you're not sure
not sure if you're not sure as the researcher that's not good so be
as the researcher that's not good so be
as the researcher that's not good so be sure ask your stakeholders ask them
sure ask your stakeholders ask them
sure ask your stakeholders ask them again and just go in at like hey you
again and just go in at like hey you
again and just go in at like hey you know what I've been thinking I've been
know what I've been thinking I've been
know what I've been thinking I've been thinking uh yeah yeah yeah I can I align
thinking uh yeah yeah yeah I can I align
thinking uh yeah yeah yeah I can I align with yall I want to clarify is this what
with yall I want to clarify is this what
with yall I want to clarify is this what we're studying we have this data here
we're studying we have this data here
we're studying we have this data here what do we think about that right what
what do we think about that right what
what do we think about that right what do we think about this previous research
do we think about this previous research
do we think about this previous research why can't we use this research right now
why can't we use this research right now
why can't we use this research right now and go in it with an open mind that's
and go in it with an open mind that's
and go in it with an open mind that's how you can do research with
intention in this lesson I want to give
intention in this lesson I want to give you a very simple framework in which to
you a very simple framework in which to
you a very simple framework in which to think more purposefully about your
think more purposefully about your
think more purposefully about your research questions the reason being we
research questions the reason being we
research questions the reason being we don't want to just ask questions for the
don't want to just ask questions for the
don't want to just ask questions for the hell of it without thinking why we're
hell of it without thinking why we're
hell of it without thinking why we're actually asking these questions
actually asking these questions
actually asking these questions otherwise our research will be all over
otherwise our research will be all over
otherwise our research will be all over the place again harking back to the
the place again harking back to the
the place again harking back to the importance of having clear objectives
importance of having clear objectives
importance of having clear objectives which can be attained by aligning with
which can be attained by aligning with
which can be attained by aligning with your stakeholder team anyway here it is
your stakeholder team anyway here it is
your stakeholder team anyway here it is I don't have a sexy name for it or
I don't have a sexy name for it or
I don't have a sexy name for it or anything we can start with building out
anything we can start with building out
anything we can start with building out a table with three columns First Column
a table with three columns First Column
a table with three columns First Column who are we learning from the second
who are we learning from the second
who are we learning from the second column is just your research question
column is just your research question
column is just your research question and then the third column probably the
and then the third column probably the
and then the third column probably the most important one is why you're asking
most important one is why you're asking
most important one is why you're asking this question what do you expect to do
this question what do you expect to do
this question what do you expect to do with this information I found this table
with this information I found this table
with this information I found this table helps structure our questions a bit
helps structure our questions a bit
helps structure our questions a bit better the who column is easy it's your
better the who column is easy it's your
better the who column is easy it's your target audience but you might have
target audience but you might have
target audience but you might have multiple Target criteria like current
multiple Target criteria like current
multiple Target criteria like current users or ex users or users who dropped
users or ex users or users who dropped
users or ex users or users who dropped off in the middle of your process and
off in the middle of your process and
off in the middle of your process and you wouldn't ask the same questions to
you wouldn't ask the same questions to
you wouldn't ask the same questions to everybody next column two which is
everybody next column two which is
everybody next column two which is questions this is pretty obvious just
questions this is pretty obvious just
questions this is pretty obvious just put your research questions in here and
put your research questions in here and
put your research questions in here and finally the last column is why we're
finally the last column is why we're
finally the last column is why we're asking and what we expect and this helps
asking and what we expect and this helps
asking and what we expect and this helps us stay focused a lot of my students ask
us stay focused a lot of my students ask
us stay focused a lot of my students ask a question like how many people click X
a question like how many people click X
a question like how many people click X or click y or how often do users check
or click y or how often do users check
or click y or how often do users check the app blah blah blah and I remind them
the app blah blah blah and I remind them
the app blah blah blah and I remind them qualitative research won't tell you this
qualitative research won't tell you this
qualitative research won't tell you this information think about what kind of
information think about what kind of
information think about what kind of questions you're asking and whether or
questions you're asking and whether or
questions you're asking and whether or not you need qualitative research to get
not you need qualitative research to get
not you need qualitative research to get it or can you refer to analytics to get
it or can you refer to analytics to get
it or can you refer to analytics to get those answers so how many people click
those answers so how many people click
those answers so how many people click on blah if you're recruiting 5 6 7 or
on blah if you're recruiting 5 6 7 or
on blah if you're recruiting 5 6 7 or eight participants that's not going to
eight participants that's not going to
eight participants that's not going to give you the information you need that's
give you the information you need that's
give you the information you need that's not what qualitative research is for how
not what qualitative research is for how
not what qualitative research is for how many people click on blah that's
many people click on blah that's
many people click on blah that's analytics now if you have a prototype
analytics now if you have a prototype
analytics now if you have a prototype and it's not live how many people click
and it's not live how many people click
and it's not live how many people click on blah is not a valid question because
on blah is not a valid question because
on blah is not a valid question because you don't have the data does that make
you don't have the data does that make
you don't have the data does that make sense we can ask it to our participants
sense we can ask it to our participants
sense we can ask it to our participants but what they answer isn't important in
but what they answer isn't important in
but what they answer isn't important in quality tra of research it's why that's
quality tra of research it's why that's
quality tra of research it's why that's more important for us to understand and
more important for us to understand and
more important for us to understand and to take it a step further we then
to take it a step further we then
to take it a step further we then anticipate what information we expect to
anticipate what information we expect to
anticipate what information we expect to get think to the Future what possible
get think to the Future what possible
get think to the Future what possible answers could you get and think about
answers could you get and think about
answers could you get and think about how you're going to use that information
how you're going to use that information
how you're going to use that information kind of like the premortem I talked
kind of like the premortem I talked
kind of like the premortem I talked about in the previous lesson this this
about in the previous lesson this this
about in the previous lesson this this framework then is a great way to
framework then is a great way to
framework then is a great way to organize and structure our study plan so
organize and structure our study plan so
organize and structure our study plan so start including this in your study
start including this in your study
start including this in your study plans one very interesting question I
plans one very interesting question I
plans one very interesting question I got from a student of mine was how much
got from a student of mine was how much
got from a student of mine was how much domain knowledge do I need to approach a
domain knowledge do I need to approach a
domain knowledge do I need to approach a research session this is a really good
research session this is a really good
research session this is a really good question because some people say you
question because some people say you
question because some people say you need to be an expert uh and in fact one
need to be an expert uh and in fact one
need to be an expert uh and in fact one time I interviewed for a TV
time I interviewed for a TV
time I interviewed for a TV entertainment company and they said
entertainment company and they said
entertainment company and they said we're looking for someone with TV
we're looking for someone with TV
we're looking for someone with TV experience and I said what
experience and I said what
experience and I said what I've been watching TV my whole
I've been watching TV my whole
I've been watching TV my whole life uh so anyway they didn't take me
life uh so anyway they didn't take me
life uh so anyway they didn't take me they said they they wanted someone who
they said they they wanted someone who
they said they they wanted someone who knew the industry fair enough but Catch
knew the industry fair enough but Catch
knew the industry fair enough but Catch 22 am I right how are you supposed to
22 am I right how are you supposed to
22 am I right how are you supposed to get experience without the
get experience without the
get experience without the experience and I think watching TV as a
experience and I think watching TV as a
experience and I think watching TV as a consumer is experience but anyway
consumer is experience but anyway
consumer is experience but anyway besides myself I don't think you need to
besides myself I don't think you need to
besides myself I don't think you need to be an expert in a certain domain but I
be an expert in a certain domain but I
be an expert in a certain domain but I think you should have enough domain
think you should have enough domain
think you should have enough domain knowledge so the industry jargon for
knowledge so the industry jargon for
knowledge so the industry jargon for example you got to know what previous
example you got to know what previous
example you got to know what previous research exists about it and the
research exists about it and the
research exists about it and the processes why because we don't want to
processes why because we don't want to
processes why because we don't want to waste time asking the obvious questions
waste time asking the obvious questions
waste time asking the obvious questions right we want to get to the main
right we want to get to the main
right we want to get to the main objectives we don't want to spend so
objectives we don't want to spend so
objectives we don't want to spend so much time doing the buildup and building
much time doing the buildup and building
much time doing the buildup and building up our own knowledge so that we can
up our own knowledge so that we can
up our own knowledge so that we can converse on the same level as our
converse on the same level as our
converse on the same level as our participants we don't need to be an
participants we don't need to be an
participants we don't need to be an expert but we have to know the basics
expert but we have to know the basics
expert but we have to know the basics the Baseline so that we don't duplicate
the Baseline so that we don't duplicate
the Baseline so that we don't duplicate research so that we know who who our
research so that we know who who our
research so that we know who who our competitors are and how we stack up so
competitors are and how we stack up so
competitors are and how we stack up so that we can understand what the
that we can understand what the
that we can understand what the participant is actually talking about so
participant is actually talking about so
participant is actually talking about so that we can actually probe and know what
that we can actually probe and know what
that we can actually probe and know what to Probe on and what they're talking
to Probe on and what they're talking
to Probe on and what they're talking about and also can be taken
about and also can be taken
about and also can be taken seriously here's an example of one
seriously here's an example of one
seriously here's an example of one industry that I worked in where we we
industry that I worked in where we we
industry that I worked in where we we were required to understand the jargon
were required to understand the jargon
were required to understand the jargon and this was when I was working at Uber
and this was when I was working at Uber
and this was when I was working at Uber Freight so at the as a lead researcher
Freight so at the as a lead researcher
Freight so at the as a lead researcher there I needed to know what terms were
there I needed to know what terms were
there I needed to know what terms were used in the freight industry what they
used in the freight industry what they
used in the freight industry what they mean and how it worked if I didn't
mean and how it worked if I didn't
mean and how it worked if I didn't there's no way I could actually research
there's no way I could actually research
there's no way I could actually research participants because I would ask oh what
participants because I would ask oh what
participants because I would ask oh what do you mean by LTL what do you mean by
do you mean by LTL what do you mean by
do you mean by LTL what do you mean by BL pod I'm like you should know this
BL pod I'm like you should know this
BL pod I'm like you should know this right and that's not the research that
right and that's not the research that
right and that's not the research that we're interested in we don't care what
we're interested in we don't care what
we're interested in we don't care what BL means so I don't want to look stupid
BL means so I don't want to look stupid
BL means so I don't want to look stupid I don't want to waste time asking the
I don't want to waste time asking the
I don't want to waste time asking the stupid questions if I didn't understand
stupid questions if I didn't understand
stupid questions if I didn't understand the dragon I wouldn't know what's
the dragon I wouldn't know what's
the dragon I wouldn't know what's important or not I wouldn't know what to
important or not I wouldn't know what to
important or not I wouldn't know what to ask or Probe on and I wouldn't be taken
ask or Probe on and I wouldn't be taken
ask or Probe on and I wouldn't be taken seriously so in certain industries where
seriously so in certain industries where
seriously so in certain industries where you're new to it learn to jargon so what
you're new to it learn to jargon so what
you're new to it learn to jargon so what happened that when I was at Uber Freight
happened that when I was at Uber Freight
happened that when I was at Uber Freight we had to learn all these terms and we
we had to learn all these terms and we
we had to learn all these terms and we had a orientation we had a training
had a orientation we had a training
had a orientation we had a training meeting where we were tested on all
meeting where we were tested on all
meeting where we were tested on all these terms it's really cool I learned a
these terms it's really cool I learned a
these terms it's really cool I learned a lot about the freight industry and one
lot about the freight industry and one
lot about the freight industry and one of the reasons why we were trained on
of the reasons why we were trained on
of the reasons why we were trained on these terminologies was because a lot of
these terminologies was because a lot of
these terminologies was because a lot of us were not working in the freight
us were not working in the freight
us were not working in the freight industry and we're talking to people
industry and we're talking to people
industry and we're talking to people truck drivers you know dispatchers Fleet
truck drivers you know dispatchers Fleet
truck drivers you know dispatchers Fleet managers and they knew knew the free
managers and they knew knew the free
managers and they knew knew the free industry very well you know so when
industry very well you know so when
industry very well you know so when they're talking to someone from a tech
they're talking to someone from a tech
they're talking to someone from a tech company they're not going to take you
company they're not going to take you
company they're not going to take you seriously unless you understood the
seriously unless you understood the
seriously unless you understood the language so I would argue that not
language so I would argue that not
language so I would argue that not having extensive knowledge but at least
having extensive knowledge but at least
having extensive knowledge but at least a baseline knowledge or language right
a baseline knowledge or language right
a baseline knowledge or language right you got to share the same language as a
you got to share the same language as a
you got to share the same language as a baseline but you don't have to have the
baseline but you don't have to have the
baseline but you don't have to have the expertise in the
expertise in the
expertise in the domain this gives you an advantage
domain this gives you an advantage
domain this gives you an advantage because this gives you an fresh
because this gives you an fresh
because this gives you an fresh Outsiders perspective on approaching a
Outsiders perspective on approaching a
Outsiders perspective on approaching a problem While others may already have
problem While others may already have
problem While others may already have preconceived notions right when I was
preconceived notions right when I was
preconceived notions right when I was working in the freight industry everyone
working in the freight industry everyone
working in the freight industry everyone in Antiquated methods right paper they
in Antiquated methods right paper they
in Antiquated methods right paper they still use a lot of paper tracking the
still use a lot of paper tracking the
still use a lot of paper tracking the sentiment is this is how it's always
sentiment is this is how it's always
sentiment is this is how it's always been it's hard to change if you don't
been it's hard to change if you don't
been it's hard to change if you don't speak the same language so if you don't
speak the same language so if you don't
speak the same language so if you don't know the domain that's okay if you're
know the domain that's okay if you're
know the domain that's okay if you're interested do the research yeah learn
interested do the research yeah learn
interested do the research yeah learn about it it's very interesting to learn
about it it's very interesting to learn
about it it's very interesting to learn more about anything in general right
more about anything in general right
more about anything in general right that's the advantage of not knowing
that's the advantage of not knowing
that's the advantage of not knowing approach everything with
approach everything with
approach everything with curiosity and that's my two
curiosity and that's my two
curiosity and that's my two cents believe it or not a form of being
cents believe it or not a form of being
cents believe it or not a form of being a badass ux researcher is including your
a badass ux researcher is including your
a badass ux researcher is including your stakeholders during your
stakeholders during your
stakeholders during your research mindset beyond that including
research mindset beyond that including
research mindset beyond that including them throughout your research it's the
them throughout your research it's the
them throughout your research it's the team's research not just yours My
team's research not just yours My
team's research not just yours My Philosophy is by the time I come out
Philosophy is by the time I come out
Philosophy is by the time I come out with the research nothing should be a
with the research nothing should be a
with the research nothing should be a surprise but the point is is I want you
surprise but the point is is I want you
surprise but the point is is I want you to put this philosophy into practice we
to put this philosophy into practice we
to put this philosophy into practice we spoke about what to do before your
spoke about what to do before your
spoke about what to do before your sessions now let's talk about how to
sessions now let's talk about how to
sessions now let's talk about how to involve stakeholders during your session
involve stakeholders during your session
involve stakeholders during your session the best practice is to set expectations
the best practice is to set expectations
the best practice is to set expectations and ground rules before the call and get
and ground rules before the call and get
and ground rules before the call and get a designated person to feeli the
a designated person to feeli the
a designated person to feeli the questions for you but things happen such
questions for you but things happen such
questions for you but things happen such as stakeholders didn't read your
as stakeholders didn't read your
as stakeholders didn't read your discussion guide stakeholders invited
discussion guide stakeholders invited
discussion guide stakeholders invited others to join which is great but they
others to join which is great but they
others to join which is great but they might not know the ground rule rules if
might not know the ground rule rules if
might not know the ground rule rules if that happens it may manifest itself into
that happens it may manifest itself into
that happens it may manifest itself into a not so smooth session okay let's
a not so smooth session okay let's
a not so smooth session okay let's establish some ground rules pretty boy
establish some ground rules pretty boy
establish some ground rules pretty boy so here are three real life situations I
so here are three real life situations I
so here are three real life situations I come across a lot and I want you to
come across a lot and I want you to
come across a lot and I want you to think about how you might approach them
think about how you might approach them
think about how you might approach them and after I say them pause the video and
and after I say them pause the video and
and after I say them pause the video and think about what you might do brainstorm
think about what you might do brainstorm
think about what you might do brainstorm with the Buddy if you want to and in the
with the Buddy if you want to and in the
with the Buddy if you want to and in the next lesson we'll go over some possible
next lesson we'll go over some possible
next lesson we'll go over some possible answers here's the first scenario
answers here's the first scenario
answers here's the first scenario imagine you're conducting a remote
imagine you're conducting a remote
imagine you're conducting a remote interview over Zoom with a participant
interview over Zoom with a participant
interview over Zoom with a participant you have five other teammates join
you have five other teammates join
you have five other teammates join remotely as well one stakeholder forgets
remotely as well one stakeholder forgets
remotely as well one stakeholder forgets to mute their microphone and another
to mute their microphone and another
to mute their microphone and another forgot to turn the camera off what do
forgot to turn the camera off what do
forgot to turn the camera off what do you
you
you do second scenario imagine you're
do second scenario imagine you're
do second scenario imagine you're conducting a remote interview with a
conducting a remote interview with a
conducting a remote interview with a participant a stakeholder is watching
participant a stakeholder is watching
participant a stakeholder is watching and then pings and messages multiple
and then pings and messages multiple
and then pings and messages multiple questions to ask the participant some of
questions to ask the participant some of
questions to ask the participant some of which you're going to get to eventually
which you're going to get to eventually
which you're going to get to eventually okay so they're pinging you a lot hey
okay so they're pinging you a lot hey
okay so they're pinging you a lot hey ask this ask that what do you do third
ask this ask that what do you do third
ask this ask that what do you do third scenario imagine you're conducting a ro
scenario imagine you're conducting a ro
scenario imagine you're conducting a ro remote interview over Zoom with a
remote interview over Zoom with a
remote interview over Zoom with a participant again remote interview the
participant again remote interview the
participant again remote interview the stakeholder has a question and suddenly
stakeholder has a question and suddenly
stakeholder has a question and suddenly unmutes themselves and asks the
unmutes themselves and asks the
unmutes themselves and asks the participant directly M did you ever to
participant directly M did you ever to
participant directly M did you ever to go to school and have those thermos you
go to school and have those thermos you
go to school and have those thermos you know what I'm talking
know what I'm talking
know what I'm talking thermos thermos no a thermos thermos no
thermos thermos no a thermos thermos no
thermos thermos no a thermos thermos no no a
no a
no a thermos what do you do all right and to
thermos what do you do all right and to
thermos what do you do all right and to think these are just a few examples in
think these are just a few examples in
think these are just a few examples in fact if you're lucky you might even
fact if you're lucky you might even
fact if you're lucky you might even encounter all three of them in the same
encounter all three of them in the same
encounter all three of them in the same session no God please no no
session no God please no no
session no God please no no no no I'm just kidding that's not lucky
no no I'm just kidding that's not lucky
no no I'm just kidding that's not lucky so think about how you might approach
so think about how you might approach
so think about how you might approach them then we'll chat about it in the
them then we'll chat about it in the
them then we'll chat about it in the next
lesson I post three real life situations
lesson I post three real life situations that come up during a call where it will
that come up during a call where it will
that come up during a call where it will require us as moderators to juggle many
require us as moderators to juggle many
require us as moderators to juggle many things at once for those of you badass
things at once for those of you badass
things at once for those of you badass leaders who took the time to think about
leaders who took the time to think about
leaders who took the time to think about it good job now let's go over scenario
it good job now let's go over scenario
it good job now let's go over scenario one where teammates join a call with
one where teammates join a call with
one where teammates join a call with their microphones and cameras on don't
their microphones and cameras on don't
their microphones and cameras on don't call anyone out over the video call
call anyone out over the video call
call anyone out over the video call you're fired just politely remind people
you're fired just politely remind people
you're fired just politely remind people that turn their microphone and cameras
that turn their microphone and cameras
that turn their microphone and cameras off oh right you're on fired I need you
off oh right you're on fired I need you
off oh right you're on fired I need you come here and use this opportunity to
come here and use this opportunity to
come here and use this opportunity to introduce the participant to your
introduce the participant to your
introduce the participant to your observers so it's not award if you
observers so it's not award if you
observers so it's not award if you didn't do that already you know say
didn't do that already you know say
didn't do that already you know say something like so we have you we have
something like so we have you we have
something like so we have you we have Jen May Alex Encore Peter on the line
Jen May Alex Encore Peter on the line
Jen May Alex Encore Peter on the line and let them say hi the part of team and
and let them say hi the part of team and
and let them say hi the part of team and we'll be just taking notes no right or
we'll be just taking notes no right or
we'll be just taking notes no right or wrong answers it's the Prototype not you
wrong answers it's the Prototype not you
wrong answers it's the Prototype not you blah blah blah and I might relay some of
blah blah blah and I might relay some of
blah blah blah and I might relay some of their questions to you so I'll have them
their questions to you so I'll have them
their questions to you so I'll have them chat me in the second scenario we have a
chat me in the second scenario we have a
chat me in the second scenario we have a very eager and curious stakeholder with
very eager and curious stakeholder with
very eager and curious stakeholder with lots of questions are we there yet no
lots of questions are we there yet no
lots of questions are we there yet no are we there yet no we are not are we
are we there yet no we are not are we
are we there yet no we are not are we there yet no so I've asked my master
there yet no so I've asked my master
there yet no so I've asked my master class students before and some of them
class students before and some of them
class students before and some of them gave me really good answers but some
gave me really good answers but some
gave me really good answers but some people said we should ignore the
people said we should ignore the
people said we should ignore the stakeholder and focus on the participant
stakeholder and focus on the participant
stakeholder and focus on the participant don't ignore the stakeholder message
don't ignore the stakeholder message
don't ignore the stakeholder message them back acknowledging their question
them back acknowledging their question
them back acknowledging their question and you'll get to it when when
and you'll get to it when when
and you'll get to it when when appropriate otherwise they might get
appropriate otherwise they might get
appropriate otherwise they might get frustrated and think you're ignoring
frustrated and think you're ignoring
frustrated and think you're ignoring them Louis Lis leis leis mom mom in some
them Louis Lis leis leis mom mom in some
them Louis Lis leis leis mom mom in some cases stakeholders might have joined the
cases stakeholders might have joined the
cases stakeholders might have joined the call late and missed earlier questions
call late and missed earlier questions
call late and missed earlier questions okay and we don't want them to think
okay and we don't want them to think
okay and we don't want them to think you're ignoring them they might even
you're ignoring them they might even
you're ignoring them they might even unmute themselves and ask the
unmute themselves and ask the
unmute themselves and ask the participant directly so here's a few
participant directly so here's a few
participant directly so here's a few phrases you can type back to them got it
phrases you can type back to them got it
phrases you can type back to them got it sounds good going to ask soon sounds
sounds good going to ask soon sounds
sounds good going to ask soon sounds good to me I'll cover it later already
good to me I'll cover it later already
good to me I'll cover it later already covered we'll debrief with you later or
covered we'll debrief with you later or
covered we'll debrief with you later or thanks I'll Circle back later or simply
thanks I'll Circle back later or simply
thanks I'll Circle back later or simply send them a thumbs up emoji basically
send them a thumbs up emoji basically
send them a thumbs up emoji basically some indicator to let them know that you
some indicator to let them know that you
some indicator to let them know that you see them and make sure to reward their
see them and make sure to reward their
see them and make sure to reward their questions in a non-leading way finally
questions in a non-leading way finally
questions in a non-leading way finally in the case of stin holders gone wild
in the case of stin holders gone wild
in the case of stin holders gone wild scenario three we have someone who just
scenario three we have someone who just
scenario three we have someone who just unmutes and asks the participant
unmutes and asks the participant
unmutes and asks the participant something directly but the incidence was
something directly but the incidence was
something directly but the incidence was dramatically in India 2 + 2 = 5 there
dramatically in India 2 + 2 = 5 there
dramatically in India 2 + 2 = 5 there right well at this point what are you
right well at this point what are you
right well at this point what are you going to do cut them off just let them
going to do cut them off just let them
going to do cut them off just let them finish and see what the participant says
finish and see what the participant says
finish and see what the participant says Excuse Me Miss uh do you have
Excuse Me Miss uh do you have
Excuse Me Miss uh do you have cancer if it was a leading question may
cancer if it was a leading question may
cancer if it was a leading question may be rewarded and try to Reas the question
be rewarded and try to Reas the question
be rewarded and try to Reas the question again I'll admit even if it's a bad
again I'll admit even if it's a bad
again I'll admit even if it's a bad question sometimes participants May
question sometimes participants May
question sometimes participants May respond in a different angle where we
respond in a different angle where we
respond in a different angle where we didn't expect so here's where we can
didn't expect so here's where we can
didn't expect so here's where we can take advantage of that and probe more
take advantage of that and probe more
take advantage of that and probe more deeply so sometimes you might have a
deeply so sometimes you might have a
deeply so sometimes you might have a leading question they still answer maybe
leading question they still answer maybe
leading question they still answer maybe it's a good jumping off point now to
it's a good jumping off point now to
it's a good jumping off point now to prevent the stakeholder from doing it
prevent the stakeholder from doing it
prevent the stakeholder from doing it again ping them privately and politely
again ping them privately and politely
again ping them privately and politely ask them to relate the question to you
ask them to relate the question to you
ask them to relate the question to you first hey stakeholder thanks for the
first hey stakeholder thanks for the
first hey stakeholder thanks for the question I'm happy to relay your
question I'm happy to relay your
question I'm happy to relay your questions to the participant that way we
questions to the participant that way we
questions to the participant that way we can keep the session running smoothly at
can keep the session running smoothly at
can keep the session running smoothly at the end of the call I can open up the
the end of the call I can open up the
the end of the call I can open up the room for you if you like so be prepared
room for you if you like so be prepared
room for you if you like so be prepared for such situations and handle it
for such situations and handle it
for such situations and handle it diplomatically like a badass ux leader
diplomatically like a badass ux leader
diplomatically like a badass ux leader remember you are the research expert you
remember you are the research expert you
remember you are the research expert you are in
are in
are in control as ux researchers we don't only
control as ux researchers we don't only
control as ux researchers we don't only deliver findings we must provide acable
deliver findings we must provide acable
deliver findings we must provide acable insights and sound recommendations and
insights and sound recommendations and
insights and sound recommendations and findings are the what insight are the so
findings are the what insight are the so
findings are the what insight are the so what and recommendations are the now
what and recommendations are the now
what and recommendations are the now what but we should be careful how we
what but we should be careful how we
what but we should be careful how we word our recommendations else they might
word our recommendations else they might
word our recommendations else they might end up sounding bad or even ugly so
end up sounding bad or even ugly so
end up sounding bad or even ugly so what's the difference between a good
what's the difference between a good
what's the difference between a good recommendation and a bad one well a
recommendation and a bad one well a
recommendation and a bad one well a recommendation should be based on data
recommendation should be based on data
recommendation should be based on data and gives Direction on what changes need
and gives Direction on what changes need
and gives Direction on what changes need to be made but it shouldn't give the
to be made but it shouldn't give the
to be made but it shouldn't give the actual change to be made unless it's
actual change to be made unless it's
actual change to be made unless it's super obvious so let's take a look at
super obvious so let's take a look at
super obvious so let's take a look at what factors make a good recommendation
what factors make a good recommendation
what factors make a good recommendation well it has to be data driven are backed
well it has to be data driven are backed
well it has to be data driven are backed by evidence the recommendation ties
by evidence the recommendation ties
by evidence the recommendation ties directly back to the user needs and the
directly back to the user needs and the
directly back to the user needs and the pain points it also describes
pain points it also describes
pain points it also describes opportunity and sometimes you might have
opportunity and sometimes you might have
opportunity and sometimes you might have opportunities to address multiple admit
opportunities to address multiple admit
opportunities to address multiple admit needs and look at the bigger picture
needs and look at the bigger picture
needs and look at the bigger picture sure it's great you know and it's very
sure it's great you know and it's very
sure it's great you know and it's very normal to just recommend one thing for
normal to just recommend one thing for
normal to just recommend one thing for one problem but if you can come up with
one problem but if you can come up with
one problem but if you can come up with a bigger picture and say hey here's my
a bigger picture and say hey here's my
a bigger picture and say hey here's my recommendation and it can sorry Birds
recommendation and it can sorry Birds
recommendation and it can sorry Birds but it can kill multiversal one stone
but it can kill multiversal one stone
but it can kill multiversal one stone how dare you it also has to be feasible
how dare you it also has to be feasible
how dare you it also has to be feasible you know if you recommend creating a
you know if you recommend creating a
you know if you recommend creating a spaceship to outer space with VR Tech to
spaceship to outer space with VR Tech to
spaceship to outer space with VR Tech to address you know a cooking process
address you know a cooking process
address you know a cooking process that's not very
that's not very
that's not very feasible just making something up but it
feasible just making something up but it
feasible just making something up but it has to be realistic to technical
has to be realistic to technical
has to be realistic to technical constraints and I'm not saying don't
constraints and I'm not saying don't
constraints and I'm not saying don't make Kind of Blue Sky recommendations
make Kind of Blue Sky recommendations
make Kind of Blue Sky recommendations and and by Blue Sky I mean things to
and and by Blue Sky I mean things to
and and by Blue Sky I mean things to think outside the box a recommendations
think outside the box a recommendations
think outside the box a recommendations has to be
has to be
has to be doable within reason we have to also
doable within reason we have to also
doable within reason we have to also think about the next factor which is
think about the next factor which is
think about the next factor which is priorities yes you can have blue sky
priorities yes you can have blue sky
priorities yes you can have blue sky recommendations and your team might be
recommendations and your team might be
recommendations and your team might be all aligned with it but it might take
all aligned with it but it might take
all aligned with it but it might take months even years to get to that
months even years to get to that
months even years to get to that recommendation that's a different
recommendation that's a different
recommendation that's a different priority compared to hey we are losing
priority compared to hey we are losing
priority compared to hey we are losing users left and right every single day we
users left and right every single day we
users left and right every single day we got to do something now that's a
got to do something now that's a
got to do something now that's a different kind of priority so prioritize
different kind of priority so prioritize
different kind of priority so prioritize based on the impact to your users to
based on the impact to your users to
based on the impact to your users to your business your severity prevalence
your business your severity prevalence
your business your severity prevalence frequency you can't just give a list of
frequency you can't just give a list of
frequency you can't just give a list of recommendations to your stakeholders
recommendations to your stakeholders
recommendations to your stakeholders because they're going to ask you what
because they're going to ask you what
because they're going to ask you what should we focus on first from your ux
should we focus on first from your ux
should we focus on first from your ux research badass ux leader expertise
research badass ux leader expertise
research badass ux leader expertise where should we focus our efforts first
where should we focus our efforts first
where should we focus our efforts first and sometimes that might have to come
and sometimes that might have to come
and sometimes that might have to come from a discussion with your team what
from a discussion with your team what
from a discussion with your team what you can do what we can do is give a
you can do what we can do is give a
you can do what we can do is give a recommended priority based on what we've
recommended priority based on what we've
recommended priority based on what we've learned from user research
learned from user research
learned from user research here's what we recommend you you know
here's what we recommend you you know
here's what we recommend you you know marketing team has some other data
marketing team has some other data
marketing team has some other data analytics team might have other data
analytics team might have other data
analytics team might have other data that say otherwise and then we'll work
that say otherwise and then we'll work
that say otherwise and then we'll work together as a product team as a a unit
together as a product team as a a unit
together as a product team as a a unit to determine what the priorities should
to determine what the priorities should
to determine what the priorities should be we'll talk about prioritization uh in
be we'll talk about prioritization uh in
be we'll talk about prioritization uh in the later module where we have some
the later module where we have some
the later module where we have some Frameworks to internally and also
Frameworks to internally and also
Frameworks to internally and also externally prioritize stuff all right
externally prioritize stuff all right
externally prioritize stuff all right next a recommendation doesn't blame the
next a recommendation doesn't blame the
next a recommendation doesn't blame the user don't blame me blame your mother
user don't blame me blame your mother
user don't blame me blame your mother okay so don't blame anybody it can't be
okay so don't blame anybody it can't be
okay so don't blame anybody it can't be too
too
too specific nor too broad okay I know that
specific nor too broad okay I know that
specific nor too broad okay I know that one doesn't help a lot but for obvious
one doesn't help a lot but for obvious
one doesn't help a lot but for obvious problems you can be specific it's like
problems you can be specific it's like
problems you can be specific it's like all right this isn't this is a clear
all right this isn't this is a clear
all right this isn't this is a clear issue this is an easy fix don't freak
issue this is an easy fix don't freak
issue this is an easy fix don't freak out don't freak out easy fix puzzle code
out don't freak out easy fix puzzle code
out don't freak out easy fix puzzle code in my head for everything else we might
in my head for everything else we might
in my head for everything else we might want to provide Direction but what
want to provide Direction but what
want to provide Direction but what without giving too much specificity to
without giving too much specificity to
without giving too much specificity to it so we'll practice with some practice
it so we'll practice with some practice
it so we'll practice with some practice problems soon to give you an idea of
problems soon to give you an idea of
problems soon to give you an idea of what that means uh but it it's it varies
what that means uh but it it's it varies
what that means uh but it it's it varies Case by case that's why a factor that it
Case by case that's why a factor that it
Case by case that's why a factor that it can't be too specific and it can't be
can't be too specific and it can't be
can't be too specific and it can't be too broad for certain contexts and last
too broad for certain contexts and last
too broad for certain contexts and last but not least a recommendation has to be
but not least a recommendation has to be
but not least a recommendation has to be concise if you're recommending something
concise if you're recommending something
concise if you're recommending something just give the
just give the
just give the recommendation when you add too much
recommendation when you add too much
recommendation when you add too much context that should belong in the
context that should belong in the
context that should belong in the context right when you present your
context right when you present your
context right when you present your research findings you present all your
research findings you present all your
research findings you present all your findings and then you have a dedicated
findings and then you have a dedicated
findings and then you have a dedicated section and usually I color in a
section and usually I color in a
section and usually I color in a different font I even put a box around
different font I even put a box around
different font I even put a box around it here's my recommendation it lives
it here's my recommendation it lives
it here's my recommendation it lives alone but it ties back to the insights
alone but it ties back to the insights
alone but it ties back to the insights ties back to the needs and why I'm
ties back to the needs and why I'm
ties back to the needs and why I'm recommending this recommendation so
recommending this recommendation so
recommending this recommendation so don't add too much context don't add the
don't add too much context don't add the
don't add too much context don't add the explanation to your recommendation that
explanation to your recommendation that
explanation to your recommendation that should just be separate like one
should just be separate like one
should just be separate like one sentence for your recommendation all
sentence for your recommendation all
sentence for your recommendation all right on the other hand what makes a
right on the other hand what makes a
right on the other hand what makes a poor recommendation obviously kind of
poor recommendation obviously kind of
poor recommendation obviously kind of the opposite of everything I mentioned
the opposite of everything I mentioned
the opposite of everything I mentioned just now but here's some factors that
just now but here's some factors that
just now but here's some factors that make it a poor recommendation it's too
make it a poor recommendation it's too
make it a poor recommendation it's too solution or feature focused some
solution or feature focused some
solution or feature focused some findings can have multiple Solutions but
findings can have multiple Solutions but
findings can have multiple Solutions but if you give only one possible solution
if you give only one possible solution
if you give only one possible solution you're limiting your team you're kind of
you're limiting your team you're kind of
you're limiting your team you're kind of pigeon ho holding them to only think
pigeon ho holding them to only think
pigeon ho holding them to only think about that and that makes a bad
about that and that makes a bad
about that and that makes a bad recommendation instead what we want to
recommendation instead what we want to
recommendation instead what we want to do is brainstorm together instead of
do is brainstorm together instead of
do is brainstorm together instead of just saying one thing we'll go through
just saying one thing we'll go through
just saying one thing we'll go through some examples of that a poor recommend
some examples of that a poor recommend
some examples of that a poor recommend is also not data driven it's based on
is also not data driven it's based on
is also not data driven it's based on assumptions it's based on only
assumptions it's based on only
assumptions it's based on only attitudinal data and not any observed
attitudinal data and not any observed
attitudinal data and not any observed Behavior sometimes your participants
Behavior sometimes your participants
Behavior sometimes your participants might give you great ideas it's like oh
might give you great ideas it's like oh
might give you great ideas it's like oh that's actually a great recommendation I
that's actually a great recommendation I
that's actually a great recommendation I think that would work and your
think that would work and your
think that would work and your stakeholders you know they were
stakeholders you know they were
stakeholders you know they were listening in on the call and they
listening in on the call and they
listening in on the call and they thought wow that participant's
thought wow that participant's
thought wow that participant's suggestion is really great so let's just
suggestion is really great so let's just
suggestion is really great so let's just do that yeah let's do that that's not a
do that yeah let's do that that's not a
do that yeah let's do that that's not a bad recommendation but what you want to
bad recommendation but what you want to
bad recommendation but what you want to say in instead of hey we recommend what
say in instead of hey we recommend what
say in instead of hey we recommend what the participant told
the participant told
the participant told us instead what you want to say is a
us instead what you want to say is a
us instead what you want to say is a participant suggested doing this you
participant suggested doing this you
participant suggested doing this you know let's open up this discussion for
know let's open up this discussion for
know let's open up this discussion for that how might we you know bring that to
that how might we you know bring that to
that how might we you know bring that to life how might we actually dink to the
life how might we actually dink to the
life how might we actually dink to the go into the the root problem of why this
go into the the root problem of why this
go into the the root problem of why this was aest another for recommendation this
was aest another for recommendation this
was aest another for recommendation this might be a very common one in Academia
might be a very common one in Academia
might be a very common one in Academia which is more research is needed this is
which is more research is needed this is
which is more research is needed this is great for exploring new topics if you
great for exploring new topics if you
great for exploring new topics if you identified some new topics at some new
identified some new topics at some new
identified some new topics at some new themes that your team doesn't really
themes that your team doesn't really
themes that your team doesn't really understand yet great let's Explore More
understand yet great let's Explore More
understand yet great let's Explore More but if you set out to answer a question
but if you set out to answer a question
but if you set out to answer a question and you couldn't really answer it with
and you couldn't really answer it with
and you couldn't really answer it with your research and your recommendation is
your research and your recommendation is
your research and your recommendation is oh we need to do more research then we
oh we need to do more research then we
oh we need to do more research then we might have to go back and look at our
might have to go back and look at our
might have to go back and look at our scope our project scope might have been
scope our project scope might have been
scope our project scope might have been too dig um or maybe we didn't probe
too dig um or maybe we didn't probe
too dig um or maybe we didn't probe enough maybe we didn't understand the
enough maybe we didn't understand the
enough maybe we didn't understand the deeper insights too well so it's useful
deeper insights too well so it's useful
deeper insights too well so it's useful as a means to explore new identified
as a means to explore new identified
as a means to explore new identified themes but if you're going after a
themes but if you're going after a
themes but if you're going after a specific research question or
specific research question or
specific research question or objective we better have some good
objective we better have some good
objective we better have some good actional recommendations for our team
actional recommendations for our team
actional recommendations for our team otherwise it's going to end up being
otherwise it's going to end up being
otherwise it's going to end up being another kind of hey ux research wasn't
another kind of hey ux research wasn't
another kind of hey ux research wasn't very effective conversation and last but
very effective conversation and last but
very effective conversation and last but not least and finally last but not least
not least and finally last but not least
not least and finally last but not least a poor recommendation blames a
a poor recommendation blames a
a poor recommendation blames a user you finish your present ation yay
user you finish your present ation yay
user you finish your present ation yay throw those high fives Round of Applause
throw those high fives Round of Applause
throw those high fives Round of Applause and get
and get
and get celebrating unless you were super
celebrating unless you were super
celebrating unless you were super nervous and fainted during a
nervous and fainted during a
nervous and fainted during a presentation 2 minutes in and bombed it
presentation 2 minutes in and bombed it
presentation 2 minutes in and bombed it in which case uh let's go hide in the
in which case uh let's go hide in the
in which case uh let's go hide in the corner together psic we're badass yrics
corner together psic we're badass yrics
corner together psic we're badass yrics leaders we ain't doing that no judgment
leaders we ain't doing that no judgment
leaders we ain't doing that no judgment if you do anyway after the presentation
if you do anyway after the presentation
if you do anyway after the presentation we're close to wrapping up our study but
we're close to wrapping up our study but
we're close to wrapping up our study but we're not done yet so close in this
we're not done yet so close in this
we're not done yet so close in this lesson you learn learn a few quick steps
lesson you learn learn a few quick steps
lesson you learn learn a few quick steps to take that'll ensure your insights get
to take that'll ensure your insights get
to take that'll ensure your insights get actioned on first things first you're
actioned on first things first you're
actioned on first things first you're going to write up a summary of your
going to write up a summary of your
going to write up a summary of your discussion points and action items and
discussion points and action items and
discussion points and action items and this is discussion points from your
this is discussion points from your
this is discussion points from your actual meeting from your presentation
actual meeting from your presentation
actual meeting from your presentation with everybody who aligned on it this is
with everybody who aligned on it this is
with everybody who aligned on it this is because not everybody is probably going
because not everybody is probably going
because not everybody is probably going to be able to attend your meeting so the
to be able to attend your meeting so the
to be able to attend your meeting so the point is to summarize the main takeaways
point is to summarize the main takeaways
point is to summarize the main takeaways and next steps so your team is in the
and next steps so your team is in the
and next steps so your team is in the loop and if your team ended up with more
loop and if your team ended up with more
loop and if your team ended up with more questions than answers that's good
questions than answers that's good
questions than answers that's good remind your team that that's a good
remind your team that that's a good
remind your team that that's a good thing and we can start planning the next
thing and we can start planning the next
thing and we can start planning the next steps for dating deeper and just because
steps for dating deeper and just because
steps for dating deeper and just because we finished our presentation doesn't
we finished our presentation doesn't
we finished our presentation doesn't mean we're done with our research
mean we're done with our research
mean we're done with our research communication the best ux leaders
communication the best ux leaders
communication the best ux leaders maintain proactive relationship with
maintain proactive relationship with
maintain proactive relationship with stakeholders and track impact say you
stakeholders and track impact say you
stakeholders and track impact say you identified usability problems with your
identified usability problems with your
identified usability problems with your product don't just read your report and
product don't just read your report and
product don't just read your report and expect your stakeholders to take action
expect your stakeholders to take action
expect your stakeholders to take action if they do great okay great keep them
if they do great okay great keep them
if they do great okay great keep them for a long time but if they don't which
for a long time but if they don't which
for a long time but if they don't which has happened to me do it for them go on
has happened to me do it for them go on
has happened to me do it for them go on jira Trello air table Confluence whever
jira Trello air table Confluence whever
jira Trello air table Confluence whever your project management tool is that
your project management tool is that
your project management tool is that your team uses or uh any kind of simple
your team uses or uh any kind of simple
your team uses or uh any kind of simple spreadsheet doesn't have to be a fancy
spreadsheet doesn't have to be a fancy
spreadsheet doesn't have to be a fancy tool like Google spreadsheet works well
tool like Google spreadsheet works well
tool like Google spreadsheet works well and I talked about this in a previous uh
and I talked about this in a previous uh
and I talked about this in a previous uh video before create those tickets create
video before create those tickets create
video before create those tickets create those lines of items to track them and
those lines of items to track them and
those lines of items to track them and assign stakeholders to their tickets if
assign stakeholders to their tickets if
assign stakeholders to their tickets if one way doesn't work try presenting your
one way doesn't work try presenting your
one way doesn't work try presenting your recommendations in a different format
recommendations in a different format
recommendations in a different format like in a
like in a
like in a very findings oriented spreadsheet
very findings oriented spreadsheet
very findings oriented spreadsheet remember the previous lesson I refer
remember the previous lesson I refer
remember the previous lesson I refer back to the earlier lesson on when to
back to the earlier lesson on when to
back to the earlier lesson on when to use which report format and the time I
use which report format and the time I
use which report format and the time I had to switch report formats when you're
had to switch report formats when you're
had to switch report formats when you're done with that keep up those one-on-one
done with that keep up those one-on-one
done with that keep up those one-on-one meetings with your partners to see how
meetings with your partners to see how
meetings with your partners to see how the project is progressing how the
the project is progressing how the
the project is progressing how the action items are being played out this
action items are being played out this
action items are being played out this is key to amplifying yourself as a
is key to amplifying yourself as a
is key to amplifying yourself as a proactive badass ux lead later and in
proactive badass ux lead later and in
proactive badass ux lead later and in module 10 I think module 10 I'll talk
module 10 I think module 10 I'll talk
module 10 I think module 10 I'll talk about more things we can track how to
about more things we can track how to
about more things we can track how to track them and how to achieve high
track them and how to achieve high
track them and how to achieve high impact in our
impact in our
impact in our work the mirro has a set of AI tools
work the mirro has a set of AI tools
work the mirro has a set of AI tools including generating mind maps user
including generating mind maps user
including generating mind maps user stories images and other things and I'll
stories images and other things and I'll
stories images and other things and I'll post a link to the help center page in
post a link to the help center page in
post a link to the help center page in the video description the AI tool is
the video description the AI tool is
the video description the AI tool is available to everyone which is great
available to everyone which is great
available to everyone which is great even a free plan but you have to be
even a free plan but you have to be
even a free plan but you have to be signed in so you have to have an account
signed in so you have to have an account
signed in so you have to have an account in this lesson I'm going to share my
in this lesson I'm going to share my
in this lesson I'm going to share my experiences with the AI tool for
experiences with the AI tool for
experiences with the AI tool for analysis then we're going to practice
analysis then we're going to practice
analysis then we're going to practice using the AI for analysis with the same
using the AI for analysis with the same
using the AI for analysis with the same kitchen renovation data set as a
kitchen renovation data set as a
kitchen renovation data set as a previous lesson the reason I'm showing
previous lesson the reason I'm showing
previous lesson the reason I'm showing Muro AI is because well mro is currently
Muro AI is because well mro is currently
Muro AI is because well mro is currently one of the most common collaborative
one of the most common collaborative
one of the most common collaborative tools user researchers use for analysis
tools user researchers use for analysis
tools user researchers use for analysis besides maybe dovetail but who knows in
besides maybe dovetail but who knows in
besides maybe dovetail but who knows in a few years another tool will pop up
a few years another tool will pop up
a few years another tool will pop up integrating AI in it AI evolves so
integrating AI in it AI evolves so
integrating AI in it AI evolves so quickly that the tips I show show you
quickly that the tips I show show you
quickly that the tips I show show you today might be different
today might be different
today might be different tomorrow okay do so I've set up this
tomorrow okay do so I've set up this
tomorrow okay do so I've set up this mirror board with our three participants
mirror board with our three participants
mirror board with our three participants here uh P1 I've color coded as green P2
here uh P1 I've color coded as green P2
here uh P1 I've color coded as green P2 is yellow and P3 is blue um set up an
is yellow and P3 is blue um set up an
is yellow and P3 is blue um set up an identical one using our same fake data
identical one using our same fake data
identical one using our same fake data set and the way you have to do this if
set and the way you have to do this if
set and the way you have to do this if you want sticky notes right if you want
you want sticky notes right if you want
you want sticky notes right if you want these little po posty sticky notes to
these little po posty sticky notes to
these little po posty sticky notes to move around you have to paste it from
move around you have to paste it from
move around you have to paste it from like a spreadsheet tool if you paste it
like a spreadsheet tool if you paste it
like a spreadsheet tool if you paste it from the Google Doc that I gave you it
from the Google Doc that I gave you it
from the Google Doc that I gave you it will just paste as you know text so you
will just paste as you know text so you
will just paste as you know text so you have to transfer it over here first or
have to transfer it over here first or
have to transfer it over here first or at least this is the way I figured it
at least this is the way I figured it
at least this is the way I figured it out right you have to transfer it over
out right you have to transfer it over
out right you have to transfer it over into some spreadsheet or table tool and
into some spreadsheet or table tool and
into some spreadsheet or table tool and then paste it and it'll ask mirror will
then paste it and it'll ask mirror will
then paste it and it'll ask mirror will asks you do you want to paste its table
asks you do you want to paste its table
asks you do you want to paste its table or paste a sticky note we want sticky
or paste a sticky note we want sticky
or paste a sticky note we want sticky notes because we can move them around if
notes because we can move them around if
notes because we can move them around if you paste its table it's just going to
you paste its table it's just going to
you paste its table it's just going to you know give you the the spreadsheet so
you know give you the the spreadsheet so
you know give you the the spreadsheet so let's get rid of that and paste a sticky
let's get rid of that and paste a sticky
let's get rid of that and paste a sticky nose instead now you'll notice in
nose instead now you'll notice in
nose instead now you'll notice in relation to
relation to
relation to the the actual setup that I have these
the the actual setup that I have these
the the actual setup that I have these are super tiny Miro does that sometimes
are super tiny Miro does that sometimes
are super tiny Miro does that sometimes I think this is their default size and
I think this is their default size and
I think this is their default size and I've just made everything bigger um but
I've just made everything bigger um but
I've just made everything bigger um but yeah just know that you might have to go
yeah just know that you might have to go
yeah just know that you might have to go hunting for it sometimes now that we've
hunting for it sometimes now that we've
hunting for it sometimes now that we've set this up you will see that this is
set this up you will see that this is
set this up you will see that this is just our participants quotes not in any
just our participants quotes not in any
just our participants quotes not in any order or arrangement in other words
order or arrangement in other words
order or arrangement in other words unclustered unorganized data ripe for
unclustered unorganized data ripe for
unclustered unorganized data ripe for our Affinity diagram pramming now I have
our Affinity diagram pramming now I have
our Affinity diagram pramming now I have had my live master class students run an
had my live master class students run an
had my live master class students run an experiment and the question is how does
experiment and the question is how does
experiment and the question is how does human analysis compared to AI clustering
human analysis compared to AI clustering
human analysis compared to AI clustering more specifically Muro AI clustering now
more specifically Muro AI clustering now
more specifically Muro AI clustering now before I go any further I want to say as
before I go any further I want to say as
before I go any further I want to say as of this recording the mirro AI is still
of this recording the mirro AI is still
of this recording the mirro AI is still in beta AI is always evolving and
in beta AI is always evolving and
in beta AI is always evolving and getting better so what you see today may
getting better so what you see today may
getting better so what you see today may be different in a few months maybe
be different in a few months maybe
be different in a few months maybe they've gotten super good in a few
they've gotten super good in a few
they've gotten super good in a few months so keep that in mind I've had my
months so keep that in mind I've had my
months so keep that in mind I've had my live Master Class run an experiment
live Master Class run an experiment
live Master Class run an experiment first I have them make two copies of the
first I have them make two copies of the
first I have them make two copies of the original data and this is this is just
original data and this is this is just
original data and this is this is just academic researcher Habit in me which is
academic researcher Habit in me which is
academic researcher Habit in me which is I never touched the raw data I just make
I never touched the raw data I just make
I never touched the raw data I just make copies of it and I'll do the analysis in
copies of it and I'll do the analysis in
copies of it and I'll do the analysis in it and then you know kind of keep track
it and then you know kind of keep track
it and then you know kind of keep track so first set is your data then make two
so first set is your data then make two
so first set is your data then make two copies the first copy I want you to do
copies the first copy I want you to do
copies the first copy I want you to do analysis by hand do your affinity
analysis by hand do your affinity
analysis by hand do your affinity diagram by hand and I want you to find
diagram by hand and I want you to find
diagram by hand and I want you to find your own
your own
your own themes then in the second one run the
themes then in the second one run the
themes then in the second one run the analysis with the miral AI only at that
analysis with the miral AI only at that
analysis with the miral AI only at that point
point
point compare how you your themes compared to
compare how you your themes compared to
compare how you your themes compared to the AI themes and then you could be done
the AI themes and then you could be done
the AI themes and then you could be done but I want you to take one step further
but I want you to take one step further
but I want you to take one step further after you've done the hand analysis make
after you've done the hand analysis make
after you've done the hand analysis make a copy of that and then run the miror AI
a copy of that and then run the miror AI
a copy of that and then run the miror AI on it so rather than just running the
on it so rather than just running the
on it so rather than just running the mirror AI right away You're we going to
mirror AI right away You're we going to
mirror AI right away You're we going to do the hand analysis and then make a
do the hand analysis and then make a
do the hand analysis and then make a copy of it and then run the AI on it in
copy of it and then run the AI on it in
copy of it and then run the AI on it in my opinion I believe the human plus AI
my opinion I believe the human plus AI
my opinion I believe the human plus AI path is the most useful result as it
path is the most useful result as it
path is the most useful result as it summarized and allowed for different
summarized and allowed for different
summarized and allowed for different perspective on the story and that's what
perspective on the story and that's what
perspective on the story and that's what I recommend doing as
I recommend doing as
I recommend doing as well since this lesson isn't about
well since this lesson isn't about
well since this lesson isn't about having you doing analysis by hand I'm
having you doing analysis by hand I'm
having you doing analysis by hand I'm not going to force you to do
not going to force you to do
not going to force you to do it but bonus badass points if you do
it but bonus badass points if you do
it but bonus badass points if you do because perfect practice makes perfect
because perfect practice makes perfect
because perfect practice makes perfect not that much data anyway and if you
not that much data anyway and if you
not that much data anyway and if you want you can do a co- synthesis with the
want you can do a co- synthesis with the
want you can do a co- synthesis with the Buddy uh make it a little faster but
Buddy uh make it a little faster but
Buddy uh make it a little faster but yeah you're going to see why the human
yeah you're going to see why the human
yeah you're going to see why the human plus AI approach is superb so don't be
plus AI approach is superb so don't be
plus AI approach is superb so don't be lazy practice all right so create your
lazy practice all right so create your
lazy practice all right so create your own mirror board with the exact same
own mirror board with the exact same
own mirror board with the exact same setup and here's how you do the Miro AI
setup and here's how you do the Miro AI
setup and here's how you do the Miro AI kind of simple uh so let's go over here
kind of simple uh so let's go over here
kind of simple uh so let's go over here we're going to apply the Miro AI only
we're going to apply the Miro AI only
we're going to apply the Miro AI only highlight all your sticky notes and this
highlight all your sticky notes and this
highlight all your sticky notes and this is the icon you're looking for Miro AI
is the icon you're looking for Miro AI
is the icon you're looking for Miro AI so let's just blue star icon and you can
so let's just blue star icon and you can
so let's just blue star icon and you can summarize the data you can cluster by
summarize the data you can cluster by
summarize the data you can cluster by keywords cluster by sentiment I believe
keywords cluster by sentiment I believe
keywords cluster by sentiment I believe there's another option where you could
there's another option where you could
there's another option where you could um cluster by tags oh cluster objects oh
um cluster by tags oh cluster objects oh
um cluster by tags oh cluster objects oh yeah you can cluster by color tag author
yeah you can cluster by color tag author
yeah you can cluster by color tag author keywords or sentiment in fact you don't
keywords or sentiment in fact you don't
keywords or sentiment in fact you don't even have to use the AI button you can
even have to use the AI button you can
even have to use the AI button you can just go straight here to Cluster objects
just go straight here to Cluster objects
just go straight here to Cluster objects which they've always had but yeah as you
which they've always had but yeah as you
which they've always had but yeah as you can see the beta is the AI sentiment is
can see the beta is the AI sentiment is
can see the beta is the AI sentiment is AI
AI
AI color tag if you've tagged it if you
color tag if you've tagged it if you
color tag if you've tagged it if you have any other color coding schemes then
have any other color coding schemes then
have any other color coding schemes then you can cluster by that too but let's
you can cluster by that too but let's
you can cluster by that too but let's try the first option which is
try the first option which is
try the first option which is summarize it's going to give you one
summarize it's going to give you one
summarize it's going to give you one sticky
sticky
sticky note oh uh let me make this bigger it's
note oh uh let me make this bigger it's
note oh uh let me make this bigger it's going to try to summarize all your
going to try to summarize all your
going to try to summarize all your sticky notes which in this case it
sticky notes which in this case it
sticky notes which in this case it doesn't really make sense because we
doesn't really make sense because we
doesn't really make sense because we have three different participants with
have three different participants with
have three different participants with three different needs and three
three different needs and three
three different needs and three different
different
different motivations um and it's going to
motivations um and it's going to
motivations um and it's going to summarize into one couple renovates
summarize into one couple renovates
summarize into one couple renovates farmhouse style home gathers inspiration
farmhouse style home gathers inspiration
farmhouse style home gathers inspiration from online resources and tracks Budget
from online resources and tracks Budget
from online resources and tracks Budget on Google Sheets now if you read all the
on Google Sheets now if you read all the
on Google Sheets now if you read all the quotes from The participants are fake
quotes from The participants are fake
quotes from The participants are fake participants you'll realize that this
participants you'll realize that this
participants you'll realize that this sticky note only applies to participant
sticky note only applies to participant
sticky note only applies to participant one it doesn't summarize participant 2
one it doesn't summarize participant 2
one it doesn't summarize participant 2 or three but you notice I highlighted
or three but you notice I highlighted
or three but you notice I highlighted all of them and only summarized
all of them and only summarized
all of them and only summarized participant one so it's not correct I
participant one so it's not correct I
participant one so it's not correct I don't know what it's doing in the back
don't know what it's doing in the back
don't know what it's doing in the back end but let's try it
end but let's try it
end but let's try it again retired couple you know so retired
again retired couple you know so retired
again retired couple you know so retired couple refers to participant three not
couple refers to participant three not
couple refers to participant three not participant one or
participant one or
participant one or two
two
two so yeah it's not exactly correct let's
so yeah it's not exactly correct let's
so yeah it's not exactly correct let's see let me just grab like one and a half
see let me just grab like one and a half
see let me just grab like one and a half of it too and see what does something
of it too and see what does something
of it too and see what does something we're just doing live here right I I'm
we're just doing live here right I I'm
we're just doing live here right I I'm not scripting this just seeing what the
not scripting this just seeing what the
not scripting this just seeing what the AI
AI
AI does all right first summary was about
does all right first summary was about
does all right first summary was about P1 second summary with retired couple
P1 second summary with retired couple
P1 second summary with retired couple this is about third participant and then
this is about third participant and then
this is about third participant and then uh okay again retired couple participant
uh okay again retired couple participant
uh okay again retired couple participant one and two are not retired it was only
one and two are not retired it was only
one and two are not retired it was only participant three so this these
participant three so this these
participant three so this these summaries are not
summaries are not
summaries are not correct in my experience I have never
correct in my experience I have never
correct in my experience I have never found the summary AI to work very well
found the summary AI to work very well
found the summary AI to work very well so I don't even use it maybe it'll get
so I don't even use it maybe it'll get
so I don't even use it maybe it'll get better so ignore the summary for now you
better so ignore the summary for now you
better so ignore the summary for now you can summarize better I'm I'm sure let's
can summarize better I'm I'm sure let's
can summarize better I'm I'm sure let's try clustering by
try clustering by
try clustering by keywords what happens is miral would
keywords what happens is miral would
keywords what happens is miral would generate a cluster clusters with black
generate a cluster clusters with black
generate a cluster clusters with black boxes around it and you can treat these
boxes around it and you can treat these
boxes around it and you can treat these as possible emergent
as possible emergent
as possible emergent themes okay let's try
themes okay let's try
themes okay let's try that okay so the first thing is um it
that okay so the first thing is um it
that okay so the first thing is um it went kind of outside our frame you can
went kind of outside our frame you can
went kind of outside our frame you can make the frame fit it or or you can kind
make the frame fit it or or you can kind
make the frame fit it or or you can kind of re you know put these over
of re you know put these over
of re you know put these over here and uh you notice that I dragged
here and uh you notice that I dragged
here and uh you notice that I dragged the black title it took me forever to
the black title it took me forever to
the black title it took me forever to realize that you had to click this to
realize that you had to click this to
realize that you had to click this to drag the whole set or I kept trying to
drag the whole set or I kept trying to
drag the whole set or I kept trying to like drag this sorry I kept trying to do
like drag this sorry I kept trying to do
like drag this sorry I kept trying to do this but it wouldn't do it so you have
this but it wouldn't do it so you have
this but it wouldn't do it so you have to actually drag it with by uh the black
title okay so let's do that first
title okay so let's do that first after every AI result my recommendation
after every AI result my recommendation
after every AI result my recommendation for you is to always look at it check it
for you is to always look at it check it
for you is to always look at it check it don't take it at face value it's pretty
don't take it at face value it's pretty
don't take it at face value it's pretty neat that the AI can you know all you
neat that the AI can you know all you
neat that the AI can you know all you have to do is click a button and it
have to do is click a button and it
have to do is click a button and it summarize uh uh clusters things maybe
summarize uh uh clusters things maybe
summarize uh uh clusters things maybe 60% of the way you'll notice compared to
60% of the way you'll notice compared to
60% of the way you'll notice compared to the human analysis 1 2 3 four five five
the human analysis 1 2 3 four five five
the human analysis 1 2 3 four five five this one's not clustered yet but five
this one's not clustered yet but five
this one's not clustered yet but five clusters and here we have two three we
clusters and here we have two three we
clusters and here we have two three we have a lot more than five right there's
have a lot more than five right there's
have a lot more than five right there's 11 clusters the question is what is
11 clusters the question is what is
11 clusters the question is what is going to be the most useful way for you
going to be the most useful way for you
going to be the most useful way for you to analyze your data what's the most
to analyze your data what's the most
to analyze your data what's the most useful story you can tell from your data
useful story you can tell from your data
useful story you can tell from your data for that you go back to your research
for that you go back to your research
for that you go back to your research questions your main objectives what are
questions your main objectives what are
questions your main objectives what are you trying to extract from your analysis
you trying to extract from your analysis
you trying to extract from your analysis what you can do also with the AI tool is
what you can do also with the AI tool is
what you can do also with the AI tool is first cluster by keywords and then you
first cluster by keywords and then you
first cluster by keywords and then you can apply cluster by sentiment but
can apply cluster by sentiment but
can apply cluster by sentiment but before you do that and again I mentioned
before you do that and again I mentioned
before you do that and again I mentioned my researcher
my researcher
my researcher habit which
is always make a copy before you do
is always make a copy before you do something and then apply sentiment I
something and then apply sentiment I
something and then apply sentiment I don't think so what I imagine this will
don't think so what I imagine this will
don't think so what I imagine this will do so they're clustered by keyword and
do so they're clustered by keyword and
do so they're clustered by keyword and and this cluster only has two sticky
and this cluster only has two sticky
and this cluster only has two sticky notes right I don't think there's going
notes right I don't think there's going
notes right I don't think there's going to be much Insight drawn from that if
to be much Insight drawn from that if
to be much Insight drawn from that if you if you try to apply the cluster by
you if you try to apply the cluster by
you if you try to apply the cluster by sentiment to everything it's just going
sentiment to everything it's just going
sentiment to everything it's just going to treat it as one Bunch almost like
to treat it as one Bunch almost like
to treat it as one Bunch almost like clustering this set here so it's not
clustering this set here so it's not
clustering this set here so it's not very useful what you could do is take a
very useful what you could do is take a
very useful what you could do is take a cluster and then further cluster by
cluster and then further cluster by
cluster and then further cluster by segment sentiment so let's apply only
segment sentiment so let's apply only
segment sentiment so let's apply only there right it's going to take your
there right it's going to take your
there right it's going to take your theme or your emergent theme or Possible
theme or your emergent theme or Possible
theme or your emergent theme or Possible theme and then cluster by sentiment so
theme and then cluster by sentiment so
theme and then cluster by sentiment so that's pretty useful I think find some
that's pretty useful I think find some
that's pretty useful I think find some main clusters and then further cluster
main clusters and then further cluster
main clusters and then further cluster by sentiment which I think is pretty
by sentiment which I think is pretty
by sentiment which I think is pretty cool um so let's try it with this bigger
cool um so let's try it with this bigger
cool um so let's try it with this bigger group too
group too
group too um highlight that cluster by sentiment
um highlight that cluster by sentiment
um highlight that cluster by sentiment boom uh okay well it get got in the way
boom uh okay well it get got in the way
boom uh okay well it get got in the way over here but there you go create some
over here but there you go create some
over here but there you go create some sentiments create some new you know
sentiments create some new you know
sentiments create some new you know black frames around it sometimes I don't
black frames around it sometimes I don't
black frames around it sometimes I don't fully agree with the clustering Miro AI
fully agree with the clustering Miro AI
fully agree with the clustering Miro AI does so you can undo it or just drag the
does so you can undo it or just drag the
does so you can undo it or just drag the stickies where you think makes most
stickies where you think makes most
stickies where you think makes most sense the takeaway I want want you to
sense the takeaway I want want you to
sense the takeaway I want want you to get from here is try comparing the data
get from here is try comparing the data
get from here is try comparing the data that you get versus Miro AI only and
that you get versus Miro AI only and
that you get versus Miro AI only and then
then
then try applying AI to your human analysis
try applying AI to your human analysis
try applying AI to your human analysis to see if you can extract a different
to see if you can extract a different
to see if you can extract a different perspective maybe the AI can give you a
perspective maybe the AI can give you a
perspective maybe the AI can give you a different perspective on the data which
different perspective on the data which
different perspective on the data which I think is probably the most useful use
I think is probably the most useful use
I think is probably the most useful use case of AI in analysis and when I
case of AI in analysis and when I
case of AI in analysis and when I mention AI I'm specifically talking
mention AI I'm specifically talking
mention AI I'm specifically talking about Mir
about Mir
about Mir AI uh it's very common tool to use
AI uh it's very common tool to use
AI uh it's very common tool to use so
so
so yeah and there you go that's data
yeah and there you go that's data
yeah and there you go that's data analysis using Miro AI saves us a bit of
analysis using Miro AI saves us a bit of
analysis using Miro AI saves us a bit of time or at worst provides us some
time or at worst provides us some
time or at worst provides us some different perspectives that we can
different perspectives that we can
different perspectives that we can approach our data with and our story
approach our data with and our story
approach our data with and our story again at the end of the day AI results
again at the end of the day AI results
again at the end of the day AI results any tools that you use treat it as a
any tools that you use treat it as a
any tools that you use treat it as a starting point don't take it at face
starting point don't take it at face
starting point don't take it at face value use it to augment
value use it to augment
value use it to augment yourself as a badass ux leader don't use
yourself as a badass ux leader don't use
yourself as a badass ux leader don't use it to replace our work but if you have
it to replace our work but if you have
it to replace our work but if you have additional tips or questions about
additional tips or questions about
additional tips or questions about analysis using miru let me
know empathy map
know empathy map redundant what but but Neil and Norman
redundant what but but Neil and Norman
redundant what but but Neil and Norman group
group
group says I'm going to tell you in this
says I'm going to tell you in this
says I'm going to tell you in this blesson why empathy maps are useless and
blesson why empathy maps are useless and
blesson why empathy maps are useless and redundant and why I've never made one I
redundant and why I've never made one I
redundant and why I've never made one I don't plan to and I don't just say this
don't plan to and I don't just say this
don't plan to and I don't just say this because I want to be cons controversial
because I want to be cons controversial
because I want to be cons controversial I say this because I've given it a fair
I say this because I've given it a fair
I say this because I've given it a fair chance I've tried to find a use for it
chance I've tried to find a use for it
chance I've tried to find a use for it but honestly they're redundant and I'll
but honestly they're redundant and I'll
but honestly they're redundant and I'll explain why in this next lesson also the
explain why in this next lesson also the
explain why in this next lesson also the deliverable that makes this redundant is
deliverable that makes this redundant is
deliverable that makes this redundant is the user Journey map but in this lesson
the user Journey map but in this lesson
the user Journey map but in this lesson we're just talking about the empathy map
we're just talking about the empathy map
we're just talking about the empathy map so let's start off with what is it what
so let's start off with what is it what
so let's start off with what is it what is an empathy map well here you can see
is an empathy map well here you can see
is an empathy map well here you can see that it takes four elements of what a
that it takes four elements of what a
that it takes four elements of what a user says thinks does and feel right
user says thinks does and feel right
user says thinks does and feel right what are their quotes what are they
what are their quotes what are they
what are their quotes what are they thinking what are they planning what do
thinking what are they planning what do
thinking what are they planning what do they do what are their behaviors and
they do what are their behaviors and
they do what are their behaviors and their emotions how they feeling and you
their emotions how they feeling and you
their emotions how they feeling and you map that out into this quadrant and you
map that out into this quadrant and you
map that out into this quadrant and you show your stakeholders here's the
show your stakeholders here's the
show your stakeholders here's the empathy map to to have them build
empathy map to to have them build
empathy map to to have them build empathy with your
empathy with your
empathy with your user my honest opinion you know my
user my honest opinion you know my
user my honest opinion you know my opinion it's
opinion it's
opinion it's redundant and the reason for that is
redundant and the reason for that is
redundant and the reason for that is that if you do the generative or
that if you do the generative or
that if you do the generative or foundational research you're going to
foundational research you're going to
foundational research you're going to come up the same information the same
come up the same information the same
come up the same information the same data that you could use used to produce
data that you could use used to produce
data that you could use used to produce a user Journey map which I argue is much
a user Journey map which I argue is much
a user Journey map which I argue is much more useful is way better
more useful is way better
more useful is way better visualized more actionable than an
visualized more actionable than an
visualized more actionable than an empathy map so why have an empathy map
empathy map so why have an empathy map
empathy map so why have an empathy map at all it to me it's duplicate data and
at all it to me it's duplicate data and
at all it to me it's duplicate data and you're just creating a deliverable that
you're just creating a deliverable that
you're just creating a deliverable that is just for the sake of creating another
is just for the sake of creating another
is just for the sake of creating another deliverable which is not going to be
deliverable which is not going to be
deliverable which is not going to be very useful I've never made a formal
very useful I've never made a formal
very useful I've never made a formal empathy map my stakeholders have never
empathy map my stakeholders have never
empathy map my stakeholders have never asked me for one and they never needed
asked me for one and they never needed
asked me for one and they never needed an empathy map and I don't plan to
an empathy map and I don't plan to
an empathy map and I don't plan to here's a message exchange with one of my
here's a message exchange with one of my
here's a message exchange with one of my alumni who works at a a large retail
alumni who works at a a large retail
alumni who works at a a large retail company as a ux researcher they told me
company as a ux researcher they told me
company as a ux researcher they told me that their company really values It
that their company really values It
that their company really values It Journey maps and empathy maps and I
Journey maps and empathy maps and I
Journey maps and empathy maps and I asked them oh how do you use empathy
asked them oh how do you use empathy
asked them oh how do you use empathy maps and this was the response honestly
maps and this was the response honestly
maps and this was the response honestly I find empathy Maps useless my director
I find empathy Maps useless my director
I find empathy Maps useless my director requested Persona Journey map and
requested Persona Journey map and
requested Persona Journey map and empathy map and it felt redundant to be
empathy map and it felt redundant to be
empathy map and it felt redundant to be honest so don't don't just take it from
honest so don't don't just take it from
honest so don't don't just take it from me this is is a real researcher working
me this is is a real researcher working
me this is is a real researcher working at large company also finding it useless
at large company also finding it useless
at large company also finding it useless so in my advice you don't need it don't
so in my advice you don't need it don't
so in my advice you don't need it don't waste your time with empathy Maps what
waste your time with empathy Maps what
waste your time with empathy Maps what you do want to spend your time on
you do want to spend your time on
you do want to spend your time on instead is use a journey
instead is use a journey
instead is use a journey map all right lovely researchers let's
map all right lovely researchers let's
map all right lovely researchers let's do a pop quiz in this lesson let's start
do a pop quiz in this lesson let's start
do a pop quiz in this lesson let's start off with this question let's say you
off with this question let's say you
off with this question let's say you conducted a study with six participants
conducted a study with six participants
conducted a study with six participants and something occurs with two of them
and something occurs with two of them
and something occurs with two of them doesn't matter what the study is doesn't
doesn't matter what the study is doesn't
doesn't matter what the study is doesn't matter what you found
matter what you found
matter what you found what I want to know is what do you
what I want to know is what do you
what I want to know is what do you report okay a
report okay a
report okay a 33% B two of six c a few or D 1/3 let
33% B two of six c a few or D 1/3 let
33% B two of six c a few or D 1/3 let you think about this for a second two of
you think about this for a second two of
you think about this for a second two of six participants you saw something what
six participants you saw something what
six participants you saw something what do you report now if you said B you'd be
do you report now if you said B you'd be
do you report now if you said B you'd be correct I would also give credit if you
correct I would also give credit if you
correct I would also give credit if you said c if you said a few um and we'll
said c if you said a few um and we'll
said c if you said a few um and we'll talk about why in a second but let's try
talk about why in a second but let's try
talk about why in a second but let's try two more of these questions all right
two more of these questions all right
two more of these questions all right let's say you did a study with 20
let's say you did a study with 20
let's say you did a study with 20 participants what do you report here do
participants what do you report here do
participants what do you report here do you report 40% 8 of 20 or some you said
you report 40% 8 of 20 or some you said
you report 40% 8 of 20 or some you said B or C I give you that let's try one
B or C I give you that let's try one
B or C I give you that let's try one more how about this one 10 participants
more how about this one 10 participants
more how about this one 10 participants all 10 people will observe something a
all 10 people will observe something a
all 10 people will observe something a 100% B 10 of 10 or C
all all right it's b or c b or c are
all all right it's b or c b or c are okay with me just not the percentages
okay with me just not the percentages
okay with me just not the percentages now in this lesson I wanted to talk
now in this lesson I wanted to talk
now in this lesson I wanted to talk about how do you actually report small
about how do you actually report small
about how do you actually report small sample size numbers okay reporting
sample size numbers okay reporting
sample size numbers okay reporting percentages with small sample sizes is
percentages with small sample sizes is
percentages with small sample sizes is misleading reporting percentages with
misleading reporting percentages with
misleading reporting percentages with small sample sizes especially less than
small sample sizes especially less than
small sample sizes especially less than 30 is misleading we can reference the
30 is misleading we can reference the
30 is misleading we can reference the central limit theorem for the reason
central limit theorem for the reason
central limit theorem for the reason here I'm not going to cover that but you
here I'm not going to cover that but you
here I'm not going to cover that but you can definitely look that up Central
can definitely look that up Central
can definitely look that up Central limit theorem basically the rule of
limit theorem basically the rule of
limit theorem basically the rule of thumb for when you can start doing
thumb for when you can start doing
thumb for when you can start doing percentages or a lot of Statistics power
percentages or a lot of Statistics power
percentages or a lot of Statistics power is kind of a minimum size of 30 that
is kind of a minimum size of 30 that
is kind of a minimum size of 30 that doesn't apply to every scenario of
doesn't apply to every scenario of
doesn't apply to every scenario of course but that's kind of just the your
course but that's kind of just the your
course but that's kind of just the your packet of napkin rule of thumb sample
packet of napkin rule of thumb sample
packet of napkin rule of thumb sample size less than 30 don't use
size less than 30 don't use
size less than 30 don't use percentages now what do you report now
percentages now what do you report now
percentages now what do you report now you notice how there are alternatives to
you notice how there are alternatives to
you notice how there are alternatives to using numbers raw numbers you can also
using numbers raw numbers you can also
using numbers raw numbers you can also use
use
use words for example
words for example
words for example if we had a sample size of eight and
if we had a sample size of eight and
if we had a sample size of eight and depending on how many people observed or
depending on how many people observed or
depending on how many people observed or experienced something this is how you
experienced something this is how you
experienced something this is how you can translate or label these numbers
can translate or label these numbers
can translate or label these numbers into words now first before I go into
into words now first before I go into
into words now first before I go into this this is a hotly debated topic
this this is a hotly debated topic
this this is a hotly debated topic there's many discussions a lot of
there's many discussions a lot of
there's many discussions a lot of researchers will will live and die by
researchers will will live and die by
researchers will will live and die by one way and others don't really care
one way and others don't really care
one way and others don't really care I've experienced both of them and across
I've experienced both of them and across
I've experienced both of them and across many stakeholders uh I think I found a
many stakeholders uh I think I found a
many stakeholders uh I think I found a good way a good compromise to to not
good way a good compromise to to not
good way a good compromise to to not piss anyone off and and also to remain
piss anyone off and and also to remain
piss anyone off and and also to remain clear and not
clear and not
clear and not confusing so let's walk through this
confusing so let's walk through this
confusing so let's walk through this table first if if no participants you
table first if if no participants you
table first if if no participants you could just say none or zero one person
could just say none or zero one person
could just say none or zero one person then you can say
then you can say
then you can say one two or three I would say few if it's
one two or three I would say few if it's
one two or three I would say few if it's four out of eight then it's exactly half
four out of eight then it's exactly half
four out of eight then it's exactly half five to six people out of eight that
five to six people out of eight that
five to six people out of eight that would say some participants and if it
would say some participants and if it
would say some participants and if it was seven out of eight I would say most
was seven out of eight I would say most
was seven out of eight I would say most participants
participants
participants uh you can also use many when it gets to
uh you can also use many when it gets to
uh you can also use many when it gets to kind of that six to seven range but
kind of that six to seven range but
kind of that six to seven range but let's keep it simple and obviously eight
let's keep it simple and obviously eight
let's keep it simple and obviously eight out of eight you could say
out of eight you could say
out of eight you could say all let's try a different sample size 20
all let's try a different sample size 20
all let's try a different sample size 20 okay 20 people this is how kind of break
okay 20 people this is how kind of break
okay 20 people this is how kind of break it down now this isn't a science uh this
it down now this isn't a science uh this
it down now this isn't a science uh this is
is
is more up to your discretion but just not
more up to your discretion but just not
more up to your discretion but just not don't be
don't be
don't be misleading so zero same thing it's none
misleading so zero same thing it's none
misleading so zero same thing it's none uh 1 to four participants out of 20 I
uh 1 to four participants out of 20 I
uh 1 to four participants out of 20 I would say a few 5 to8 I'd say several 9
would say a few 5 to8 I'd say several 9
would say a few 5 to8 I'd say several 9 to 11 about about half 12 to 16 I would
to 11 about about half 12 to 16 I would
to 11 about about half 12 to 16 I would use the word some 7 to 19 17 to 19 I
use the word some 7 to 19 17 to 19 I
use the word some 7 to 19 17 to 19 I would use many or most participants did
would use many or most participants did
would use many or most participants did this and then 20 obviously would be all
this and then 20 obviously would be all
this and then 20 obviously would be all now my takeaways from the many years and
now my takeaways from the many years and
now my takeaways from the many years and working with many many stakeholders
working with many many stakeholders
working with many many stakeholders here's what I recommend do use the raw
here's what I recommend do use the raw
here's what I recommend do use the raw number or the absolute number and focus
number or the absolute number and focus
number or the absolute number and focus on the insights if you are going to use
on the insights if you are going to use
on the insights if you are going to use the number you know the left column
the number you know the left column
the number you know the left column version of it do include the number even
version of it do include the number even
version of it do include the number even if you use the quantity term so the the
if you use the quantity term so the the
if you use the quantity term so the the English word of it so if you use the
English word of it so if you use the
English word of it so if you use the word I would also include the number
word I would also include the number
word I would also include the number because a few could mean two to three to
because a few could mean two to three to
because a few could mean two to three to me but a few could be perceived as
me but a few could be perceived as
me but a few could be perceived as something else to someone else so it's
something else to someone else so it's
something else to someone else so it's very important to also include the
very important to also include the
very important to also include the number now whether that's in a fit note
number now whether that's in a fit note
number now whether that's in a fit note a small italics or gray text or just
a small italics or gray text or just
a small italics or gray text or just write at the end of your sentence it
write at the end of your sentence it
write at the end of your sentence it doesn't matter as long as you have it
doesn't matter as long as you have it
doesn't matter as long as you have it somewhere for some people for people to
somewhere for some people for people to
somewhere for some people for people to reference it the reason I do this is
reference it the reason I do this is
reference it the reason I do this is because when I tell the story of small
because when I tell the story of small
because when I tell the story of small sample sizes I don't want my
sample sizes I don't want my
sample sizes I don't want my stakeholders to focus on the numbers I
stakeholders to focus on the numbers I
stakeholders to focus on the numbers I don't want them focus on the numbers I
don't want them focus on the numbers I
don't want them focus on the numbers I want them to focus on the insights the
want them to focus on the insights the
want them to focus on the insights the qualitative portion of my research uh
qualitative portion of my research uh
qualitative portion of my research uh and this applies to small sample sizes
and this applies to small sample sizes
and this applies to small sample sizes okay so if I'm doing 10 participants
okay so if I'm doing 10 participants
okay so if I'm doing 10 participants anything less than 30 or 20ish then I
anything less than 30 or 20ish then I
anything less than 30 or 20ish then I will
will
will use the word most participants did this
use the word most participants did this
use the word most participants did this and we saw that and here's why I want to
and we saw that and here's why I want to
and we saw that and here's why I want to guide them away from the numbers and
guide them away from the numbers and
guide them away from the numbers and focus on the qualitative insights here
focus on the qualitative insights here
focus on the qualitative insights here obviously I don't want you to use
obviously I don't want you to use
obviously I don't want you to use percentages if your sample size is less
percentages if your sample size is less
percentages if your sample size is less than 30 okay so remember these key uh
than 30 okay so remember these key uh
than 30 okay so remember these key uh ways to report small sample
ways to report small sample
ways to report small sample sizes uh and here's just a note on
sizes uh and here's just a note on
sizes uh and here's just a note on reporting numbers in
reporting numbers in
reporting numbers in general let's say we do have of a sample
general let's say we do have of a sample
general let's say we do have of a sample size larer than 30 if you do report the
size larer than 30 if you do report the
size larer than 30 if you do report the percentage I would also recommend
percentage I would also recommend
percentage I would also recommend including the confidence interval and
including the confidence interval and
including the confidence interval and your sample size as well so mention your
your sample size as well so mention your
your sample size as well so mention your sample size your n equals blah your
sample size your n equals blah your
sample size your n equals blah your confidence enroll your CI and that's the
confidence enroll your CI and that's the
confidence enroll your CI and that's the safest thing to do we're going to cover
safest thing to do we're going to cover
safest thing to do we're going to cover confidence in interval later in the in
confidence in interval later in the in
confidence in interval later in the in the stats and the Quant module uh but
the stats and the Quant module uh but
the stats and the Quant module uh but just keep that in mind keep this term
just keep that in mind keep this term
just keep that in mind keep this term ready for
later and since we're talking about
later and since we're talking about qualitative studies uh I had a few words
qualitative studies uh I had a few words
qualitative studies uh I had a few words I want to talk about about the
I want to talk about about the
I want to talk about about the prevalence of usability issues when
prevalence of usability issues when
prevalence of usability issues when you're conducting a usability test with
you're conducting a usability test with
you're conducting a usability test with let's say five to eight participants the
let's say five to eight participants the
let's say five to eight participants the real life observed prevalence or the
real life observed prevalence or the
real life observed prevalence or the rate of your observed issue may be
rate of your observed issue may be
rate of your observed issue may be significantly higher but your
significantly higher but your
significantly higher but your stakeholders might not believe it and
stakeholders might not believe it and
stakeholders might not believe it and then we have a question about frequency
then we have a question about frequency
then we have a question about frequency and impact or severity so we have three
and impact or severity so we have three
and impact or severity so we have three questions we talked about in the
questions we talked about in the
questions we talked about in the previous lesson this is prevalence sever
previous lesson this is prevalence sever
previous lesson this is prevalence sever it what what I say frequency prevalence
it what what I say frequency prevalence
it what what I say frequency prevalence severity severity is the impact on your
severity severity is the impact on your
severity severity is the impact on your user is whether it's going to be
user is whether it's going to be
user is whether it's going to be positive or negative impact prevalence
positive or negative impact prevalence
positive or negative impact prevalence is how many users and frequency is how
is how many users and frequency is how
is how many users and frequency is how often participants are going to see this
often participants are going to see this
often participants are going to see this issue so the question to ask ourselves
issue so the question to ask ourselves
issue so the question to ask ourselves is how critical is this problem if your
is how critical is this problem if your
is how critical is this problem if your answer to all of that is yes yes yes it
answer to all of that is yes yes yes it
answer to all of that is yes yes yes it is severe it's prevalent and Is frequent
is severe it's prevalent and Is frequent
is severe it's prevalent and Is frequent it's a high priority issue and so we get
it's a high priority issue and so we get
it's a high priority issue and so we get into the realm of prioritization of our
into the realm of prioritization of our
into the realm of prioritization of our issues and that's a really important
issues and that's a really important
issues and that's a really important thing to do too we don't want to just
thing to do too we don't want to just
thing to do too we don't want to just report our findings we want to report
report our findings we want to report
report our findings we want to report the priority of our findings as well um
the priority of our findings as well um
the priority of our findings as well um cuz you know think about it if it's if
cuz you know think about it if it's if
cuz you know think about it if it's if your product is a hand warmer for using
your product is a hand warmer for using
your product is a hand warmer for using a cell phone I don't correct me of a
a cell phone I don't correct me of a
a cell phone I don't correct me of a wrong I don't think anyone's going to
wrong I don't think anyone's going to
wrong I don't think anyone's going to die if those gloves aren't going to work
die if those gloves aren't going to work
die if those gloves aren't going to work for your cell phone but on the other
for your cell phone but on the other
for your cell phone but on the other hand if an issue accidentally leads to
hand if an issue accidentally leads to
hand if an issue accidentally leads to people deleting their personal data off
people deleting their personal data off
people deleting their personal data off of their account that's issue that you
of their account that's issue that you
of their account that's issue that you want to be certain fewer people will
want to be certain fewer people will
want to be certain fewer people will screw up in fact you probably want zero
screw up in fact you probably want zero
screw up in fact you probably want zero people to screw that up right this is a
people to screw that up right this is a
people to screw that up right this is a more severe issue essentially when
more severe issue essentially when
more severe issue essentially when talking about usability issues or any
talking about usability issues or any
talking about usability issues or any issues in general we have to tie back to
issues in general we have to tie back to
issues in general we have to tie back to the business implications user
the business implications user
the business implications user implications set the contacts our
implications set the contacts our
implications set the contacts our audience for our stakeholders the exact
audience for our stakeholders the exact
audience for our stakeholders the exact numbers again for small sample anything
numbers again for small sample anything
numbers again for small sample anything study is less important than the s
study is less important than the s
study is less important than the s Verity of the issues so this is the
Verity of the issues so this is the
Verity of the issues so this is the classic debate between quantitative data
classic debate between quantitative data
classic debate between quantitative data and qualitative data they don't work
and qualitative data they don't work
and qualitative data they don't work against each other they work together
against each other they work together
against each other they work together they should work in tandem in harmony to
they should work in tandem in harmony to
they should work in tandem in harmony to provide more context for one of the
provide more context for one of the
provide more context for one of the other so folk when you're doing sample
other so folk when you're doing sample
other so folk when you're doing sample small sample size studies focus on that
small sample size studies focus on that
small sample size studies focus on that qualitative aspect when you're telling
qualitative aspect when you're telling
qualitative aspect when you're telling the story just like I mentioned when I
the story just like I mentioned when I
the story just like I mentioned when I report my research I I want to guide my
report my research I I want to guide my
report my research I I want to guide my stakeholders away from the numbers when
stakeholders away from the numbers when
stakeholders away from the numbers when it's a small sample study I don't want
it's a small sample study I don't want
it's a small sample study I don't want to focus on a number I want to focus on
to focus on a number I want to focus on
to focus on a number I want to focus on the issues and the
the issues and the
the issues and the stories qualitative ux research methods
stories qualitative ux research methods
stories qualitative ux research methods we'll cover some of the most common
we'll cover some of the most common
we'll cover some of the most common methods used how to conduct them when to
methods used how to conduct them when to
methods used how to conduct them when to conduct them how to analyze them pros
conduct them how to analyze them pros
conduct them how to analyze them pros and cons and then show you examples of
and cons and then show you examples of
and cons and then show you examples of some of these methods in action we go
some of these methods in action we go
some of these methods in action we go deep zooming out I want you to know that
deep zooming out I want you to know that
deep zooming out I want you to know that you'll likely come across hundreds of
you'll likely come across hundreds of
you'll likely come across hundreds of different research methods with
different research methods with
different research methods with different names like discourse analysis
different names like discourse analysis
different names like discourse analysis content analysis cultural probes picp
content analysis cultural probes picp
content analysis cultural probes picp whatever for an overview you can check
whatever for an overview you can check
whatever for an overview you can check out design research techniques.com and
out design research techniques.com and
out design research techniques.com and wow if you look at it look at all those
wow if you look at it look at all those
wow if you look at it look at all those methods scary right how the hell are we
methods scary right how the hell are we
methods scary right how the hell are we supposed to learn all of them don't
supposed to learn all of them don't
supposed to learn all of them don't worry I assure you that once you learn
worry I assure you that once you learn
worry I assure you that once you learn the core fundamentals you start to
the core fundamentals you start to
the core fundamentals you start to recognize that all of the other ones are
recognize that all of the other ones are
recognize that all of the other ones are just some variation of the core method
just some variation of the core method
just some variation of the core method not all of them but most of them ask
not all of them but most of them ask
not all of them but most of them ask both a good thing and a bad thing good
both a good thing and a bad thing good
both a good thing and a bad thing good because the fact that there are
because the fact that there are
because the fact that there are variations mean that you can get
variations mean that you can get
variations mean that you can get creative and adapt methods to fit your
creative and adapt methods to fit your
creative and adapt methods to fit your specific research needs and that's the
specific research needs and that's the
specific research needs and that's the part I love about challenging research
part I love about challenging research
part I love about challenging research because maybe you don't have the budget
because maybe you don't have the budget
because maybe you don't have the budget to run it the way you're supposed to or
to run it the way you're supposed to or
to run it the way you're supposed to or maybe you have the Gucci money and you
maybe you have the Gucci money and you
maybe you have the Gucci money and you want to try out crazy ideas like
want to try out crazy ideas like
want to try out crazy ideas like strapping body cameras to participants
strapping body cameras to participants
strapping body cameras to participants the bad well I've been in your shoes
the bad well I've been in your shoes
the bad well I've been in your shoes trying to learn ux research and people
trying to learn ux research and people
trying to learn ux research and people write articles calling the same things
write articles calling the same things
write articles calling the same things different names it was frustrating so
different names it was frustrating so
different names it was frustrating so that's why in this module we'll go over
that's why in this module we'll go over
that's why in this module we'll go over the Common Core methods in user research
the Common Core methods in user research
the Common Core methods in user research so you don't have to struggle during the
so you don't have to struggle during the
so you don't have to struggle during the learning process like I did all right
learning process like I did all right
learning process like I did all right enough jubber jabber let's get started
enough jubber jabber let's get started
enough jubber jabber let's get started with some research
with some research
with some research methods I remember seeing an old photo
methods I remember seeing an old photo
methods I remember seeing an old photo from the
from the
from the 1970s two men standing next to a fax
1970s two men standing next to a fax
1970s two men standing next to a fax machine one of those big printers you
machine one of those big printers you
machine one of those big printers you know and they tried for a while but
know and they tried for a while but
know and they tried for a while but couldn't figure out how to make it work
couldn't figure out how to make it work
couldn't figure out how to make it work and if you were that fax machine company
and if you were that fax machine company
and if you were that fax machine company you might have assumed that these two
you might have assumed that these two
you might have assumed that these two guys are just dumb now we know better
guys are just dumb now we know better
guys are just dumb now we know better than to blame users remember our story
than to blame users remember our story
than to blame users remember our story for module 2 about how Boeing B17 Pilots
for module 2 about how Boeing B17 Pilots
for module 2 about how Boeing B17 Pilots were blamed for crashing the planes yeah
were blamed for crashing the planes yeah
were blamed for crashing the planes yeah don't blame users well in fact those two
don't blame users well in fact those two
don't blame users well in fact those two men fumbling around with the printer and
men fumbling around with the printer and
men fumbling around with the printer and fax machine were actually two really
fax machine were actually two really
fax machine were actually two really smart Engineers from IBM and I don't
smart Engineers from IBM and I don't
smart Engineers from IBM and I don't know about you but even today I still
know about you but even today I still
know about you but even today I still can't figure out how to use one of those
can't figure out how to use one of those
can't figure out how to use one of those things I find it hilarious and sad
things I find it hilarious and sad
things I find it hilarious and sad because in the office I lost count how
because in the office I lost count how
because in the office I lost count how many times I see the same person walking
many times I see the same person walking
many times I see the same person walking to and from the machine I used to sit
to and from the machine I used to sit
to and from the machine I used to sit next to it it was pretty noisy and I
next to it it was pretty noisy and I
next to it it was pretty noisy and I would see people like ah how do you work
would see people like ah how do you work
would see people like ah how do you work this thing if anyone has figured out how
this thing if anyone has figured out how
this thing if anyone has figured out how to use one of those please help thanks
to use one of those please help thanks
to use one of those please help thanks we learned in module 4 how to plan for
we learned in module 4 how to plan for
we learned in module 4 how to plan for research which includes aligning with
research which includes aligning with
research which includes aligning with our team on objectives and planning and
our team on objectives and planning and
our team on objectives and planning and getting feedback on your study plan
getting feedback on your study plan
getting feedback on your study plan always keep those steps in mind those
always keep those steps in mind those
always keep those steps in mind those are always Step Zero in this section in
are always Step Zero in this section in
are always Step Zero in this section in this section of module 7 we'll learn
this section of module 7 we'll learn
this section of module 7 we'll learn specifically about usability testing
specifically about usability testing
specifically about usability testing what it entails different types of
what it entails different types of
what it entails different types of usability tests its pros and cons how to
usability tests its pros and cons how to
usability tests its pros and cons how to write tasks and different ways you can
write tasks and different ways you can
write tasks and different ways you can conduct it it was my bread and butter
conduct it it was my bread and butter
conduct it it was my bread and butter when I first started out I've done at
when I first started out I've done at
when I first started out I've done at least a thousand of them yes more than a
least a thousand of them yes more than a
least a thousand of them yes more than a th000 usability tests I probably 2,000
th000 usability tests I probably 2,000
th000 usability tests I probably 2,000 I've lost count but I know it's in the
I've lost count but I know it's in the
I've lost count but I know it's in the thousands or at least a thousand it's
thousands or at least a thousand it's
thousands or at least a thousand it's like the pullup the gateway to other
like the pullup the gateway to other
like the pullup the gateway to other body weight exercises you've got to
body weight exercises you've got to
body weight exercises you've got to master to pullup before you could do
master to pullup before you could do
master to pullup before you could do other things and that's like usability
other things and that's like usability
other things and that's like usability testing it's a necessary method for
testing it's a necessary method for
testing it's a necessary method for being a modern user researcher I'm not
being a modern user researcher I'm not
being a modern user researcher I'm not saying people have to know usability
saying people have to know usability
saying people have to know usability testing to be a user researcher because
testing to be a user researcher because
testing to be a user researcher because not all roles require you to do it but
not all roles require you to do it but
not all roles require you to do it but if you're taking this master class you
if you're taking this master class you
if you're taking this master class you better bet that SX leaders do know how
better bet that SX leaders do know how
better bet that SX leaders do know how to do it so for reference I uploaded a
to do it so for reference I uploaded a
to do it so for reference I uploaded a YouTube video on usability testing back
YouTube video on usability testing back
YouTube video on usability testing back in 2019 so if you want to watch a
in 2019 so if you want to watch a
in 2019 so if you want to watch a younger better looking more energetic
younger better looking more energetic
younger better looking more energetic Kevin without back and knee pain I
Kevin without back and knee pain I
Kevin without back and knee pain I invite you to watch that to really let
invite you to watch that to really let
invite you to watch that to really let the information sink in repetition helps
the information sink in repetition helps
the information sink in repetition helps repetition helps usability testing has
repetition helps usability testing has
repetition helps usability testing has its roots in ergonomics in the early
its roots in ergonomics in the early
its roots in ergonomics in the early 20th century it's an evaluative research
20th century it's an evaluative research
20th century it's an evaluative research method where we ask participants to
method where we ask participants to
method where we ask participants to complete certain tasks using our product
complete certain tasks using our product
complete certain tasks using our product or service it can help us see how users
or service it can help us see how users
or service it can help us see how users perform on an interface uncover problems
perform on an interface uncover problems
perform on an interface uncover problems with design find out new opportunities
with design find out new opportunities
with design find out new opportunities to to improve and learn about users
to to improve and learn about users
to to improve and learn about users behaviors and preferences and usability
behaviors and preferences and usability
behaviors and preferences and usability testing is what we do to prevent people
testing is what we do to prevent people
testing is what we do to prevent people from struggle busing around fax machines
from struggle busing around fax machines
from struggle busing around fax machines questioning their sanity it's what we do
questioning their sanity it's what we do
questioning their sanity it's what we do to save people's lives from dumb design
to save people's lives from dumb design
to save people's lives from dumb design oversights it's what we do to help our
oversights it's what we do to help our
oversights it's what we do to help our users feel confident and happy and when
users feel confident and happy and when
users feel confident and happy and when we say usability testing most of the
we say usability testing most of the
we say usability testing most of the time people are referring to something
time people are referring to something
time people are referring to something called task based scenarios which are
called task based scenarios which are
called task based scenarios which are user goals turned into tasks and we ask
user goals turned into tasks and we ask
user goals turned into tasks and we ask participants to show us how they would
participants to show us how they would
participants to show us how they would complete that task but believe it or not
complete that task but believe it or not
complete that task but believe it or not there are many kinds of usability tests
there are many kinds of usability tests
there are many kinds of usability tests some of which you may have heard of
some of which you may have heard of
some of which you may have heard of before like the 5-second test write
before like the 5-second test write
before like the 5-second test write testing firstclick testing gorilla
testing firstclick testing gorilla
testing firstclick testing gorilla usability and quantitative usability
usability and quantitative usability
usability and quantitative usability testing so in the following videos I'll
testing so in the following videos I'll
testing so in the following videos I'll dive deeper into each of these
dive deeper into each of these
dive deeper into each of these variations and we'll talk about how we
variations and we'll talk about how we
variations and we'll talk about how we can perform usability tests whether you
can perform usability tests whether you
can perform usability tests whether you choose to do them remotely or in person
choose to do them remotely or in person
choose to do them remotely or in person moderated or UNM moderated whether you
moderated or UNM moderated whether you
moderated or UNM moderated whether you could do them as purely qualitative or
could do them as purely qualitative or
could do them as purely qualitative or comparatively quantitatively yes there
comparatively quantitatively yes there
comparatively quantitatively yes there is such a thing as quantitative
is such a thing as quantitative
is such a thing as quantitative usability testing as well looking at the
usability testing as well looking at the
usability testing as well looking at the different ways we can conduct usability
different ways we can conduct usability
different ways we can conduct usability testing we can see that we don't just
testing we can see that we don't just
testing we can see that we don't just have to pick one way to run it we can
have to pick one way to run it we can
have to pick one way to run it we can use a combination mix and match
use a combination mix and match
use a combination mix and match depending on your needs you can do
depending on your needs you can do
depending on your needs you can do in-person unmoderated you can do remote
in-person unmoderated you can do remote
in-person unmoderated you can do remote unmoderated you can do remote moderated
unmoderated you can do remote moderated
unmoderated you can do remote moderated the possibilities are endless and we
the possibilities are endless and we
the possibilities are endless and we should do usability early and often
should do usability early and often
should do usability early and often usually we conduct them after a product
usually we conduct them after a product
usually we conduct them after a product or concept has been validated so we can
or concept has been validated so we can
or concept has been validated so we can focus on optimizing The Experience
focus on optimizing The Experience
focus on optimizing The Experience because who cares if people can use
because who cares if people can use
because who cares if people can use something if you don't even know if
something if you don't even know if
something if you don't even know if people will use it in the first place so
people will use it in the first place so
people will use it in the first place so don't be fooled just because it's
don't be fooled just because it's
don't be fooled just because it's evaluative doesn't mean usability
evaluative doesn't mean usability
evaluative doesn't mean usability testing cannot Inspire strategic changes
testing cannot Inspire strategic changes
testing cannot Inspire strategic changes so here are some common topics that
so here are some common topics that
so here are some common topics that usability testing can help us better
usability testing can help us better
usability testing can help us better understand we can understand user
understand we can understand user
understand we can understand user awareness user onboarding if users know
awareness user onboarding if users know
awareness user onboarding if users know something exists or not whether they
something exists or not whether they
something exists or not whether they perceive some benefit that this feature
perceive some benefit that this feature
perceive some benefit that this feature bring whether they think the fature
bring whether they think the fature
bring whether they think the fature might help them we can also understand
might help them we can also understand
might help them we can also understand desirability users choose not to use the
desirability users choose not to use the
desirability users choose not to use the feature because they don't value the
feature because they don't value the
feature because they don't value the benefit we can also understand
benefit we can also understand
benefit we can also understand discoverability do they know some
discoverability do they know some
discoverability do they know some feature exists but they can't find it
feature exists but they can't find it
feature exists but they can't find it and then finally I mean obviously
and then finally I mean obviously
and then finally I mean obviously usability where people know that a
usability where people know that a
usability where people know that a feature exists they know where to locate
feature exists they know where to locate
feature exists they know where to locate it but it's some how unusable as you can
it but it's some how unusable as you can
it but it's some how unusable as you can see while some of these areas are
see while some of these areas are
see while some of these areas are usability fixes some of them require
usability fixes some of them require
usability fixes some of them require larger strategic efforts too now we
larger strategic efforts too now we
larger strategic efforts too now we learned what usability testing is for
learned what usability testing is for
learned what usability testing is for let's chat about sampling and sample
let's chat about sampling and sample
let's chat about sampling and sample size we'll learn how to sample for
size we'll learn how to sample for
size we'll learn how to sample for usability test and what sample size to
usability test and what sample size to
usability test and what sample size to use the big question how many people so
use the big question how many people so
use the big question how many people so really quickly let's talk about who to
really quickly let's talk about who to
really quickly let's talk about who to recruit I would say Do not recruit
recruit I would say Do not recruit
recruit I would say Do not recruit people who are you what do I mean by
people who are you what do I mean by
people who are you what do I mean by that I mean don't recruit your teammates
that I mean don't recruit your teammates
that I mean don't recruit your teammates don't recruit yourself not your grandma
don't recruit yourself not your grandma
don't recruit yourself not your grandma unless your grandma is a target user
unless your grandma is a target user
unless your grandma is a target user essentially anyone who knows too much
essentially anyone who knows too much
essentially anyone who knows too much about the product do not recruit them
about the product do not recruit them
about the product do not recruit them because you're not going to learn
because you're not going to learn
because you're not going to learn anything recruit your target audience
anything recruit your target audience
anything recruit your target audience someone who would be using our product
someone who would be using our product
someone who would be using our product or service so consider demographics
or service so consider demographics
or service so consider demographics psychographics and any specific criteria
psychographics and any specific criteria
psychographics and any specific criteria relevant to your project so if you're
relevant to your project so if you're
relevant to your project so if you're making an app for nurses you're not
making an app for nurses you're not
making an app for nurses you're not going to go and test it with lawyers or
going to go and test it with lawyers or
going to go and test it with lawyers or construction work workers also consider
construction work workers also consider
construction work workers also consider people of accessibility needs too get a
people of accessibility needs too get a
people of accessibility needs too get a range of people in your Target
range of people in your Target
range of people in your Target demographic for example for one project
demographic for example for one project
demographic for example for one project I'll studying business owners
I'll studying business owners
I'll studying business owners entrepreneurs hiring managers basically
entrepreneurs hiring managers basically
entrepreneurs hiring managers basically people who hire others for their
people who hire others for their
people who hire others for their business and I made sure to get a range
business and I made sure to get a range
business and I made sure to get a range of Ages gender business types and I
of Ages gender business types and I
of Ages gender business types and I ended up with participants from around
ended up with participants from around
ended up with participants from around the world from the UK to us Italy Kenya
the world from the UK to us Italy Kenya
the world from the UK to us Italy Kenya and many other places but Kevin what
and many other places but Kevin what
and many other places but Kevin what about sample size are we supposed to get
about sample size are we supposed to get
about sample size are we supposed to get saturated for each criteria that's a
saturated for each criteria that's a
saturated for each criteria that's a great question so let's talk about
great question so let's talk about
great question so let's talk about sample side you probably heard it before
sample side you probably heard it before
sample side you probably heard it before the magic number five five participants
the magic number five five participants
the magic number five five participants for usability tests which can uncover
for usability tests which can uncover
for usability tests which can uncover around 80 85% of usability problems
around 80 85% of usability problems
around 80 85% of usability problems early 1990s Robert verie and Jacob
early 1990s Robert verie and Jacob
early 1990s Robert verie and Jacob neelon did a lot of studies on how many
neelon did a lot of studies on how many
neelon did a lot of studies on how many problems can be caught with a certain
problems can be caught with a certain
problems can be caught with a certain number of participants now you've
number of participants now you've
number of participants now you've probably heard of the Big Daddy Jacob
probably heard of the Big Daddy Jacob
probably heard of the Big Daddy Jacob neelen from neon Norman group but Robert
neelen from neon Norman group but Robert
neelen from neon Norman group but Robert versy and Jim Lewis contributed a lot to
versy and Jim Lewis contributed a lot to
versy and Jim Lewis contributed a lot to this magic number five as well and fun
this magic number five as well and fun
this magic number five as well and fun fact when I interviewed with an OG ux
fact when I interviewed with an OG ux
fact when I interviewed with an OG ux research manager I mentioned Robert ver
research manager I mentioned Robert ver
research manager I mentioned Robert ver in his paper and this guy was surprised
in his paper and this guy was surprised
in his paper and this guy was surprised to hear that I actually read that paper
to hear that I actually read that paper
to hear that I actually read that paper and knew his name Robert ver since
and knew his name Robert ver since
and knew his name Robert ver since neelen wasn't the only one who came up
neelen wasn't the only one who came up
neelen wasn't the only one who came up with that sample size of five bonus
with that sample size of five bonus
with that sample size of five bonus points read that paper by the way I'll
points read that paper by the way I'll
points read that paper by the way I'll link a article from measuring you for
link a article from measuring you for
link a article from measuring you for you to read so anyway five users can get
you to read so anyway five users can get
you to read so anyway five users can get us 80% of the problems and that if we we
us 80% of the problems and that if we we
us 80% of the problems and that if we we tested more people on the same design we
tested more people on the same design we
tested more people on the same design we would get diminishing returns we're not
would get diminishing returns we're not
would get diminishing returns we're not going to learn much more from the 20th
going to learn much more from the 20th
going to learn much more from the 20th person and the point of usability
person and the point of usability
person and the point of usability testing is that it's quick it's
testing is that it's quick it's
testing is that it's quick it's iterative the point of it isn't to catch
iterative the point of it isn't to catch
iterative the point of it isn't to catch all problems a better use of resources
all problems a better use of resources
all problems a better use of resources would be to test with five users catch
would be to test with five users catch
would be to test with five users catch these major problems fix them and then
these major problems fix them and then
these major problems fix them and then test with a different five and in my
test with a different five and in my
test with a different five and in my experience I'd say it's spot-on five is
experience I'd say it's spot-on five is
experience I'd say it's spot-on five is usually enough for one design but I also
usually enough for one design but I also
usually enough for one design but I also like to recruit a few extra between you
like to recruit a few extra between you
like to recruit a few extra between you know six to eight people total just in
know six to eight people total just in
know six to eight people total just in case somebody doesn't show up and to
case somebody doesn't show up and to
case somebody doesn't show up and to have a little bit extra information now
have a little bit extra information now
have a little bit extra information now I don't know if you caught that just now
I don't know if you caught that just now
I don't know if you caught that just now what I just said I said five is usually
what I just said I said five is usually
what I just said I said five is usually enough for one design why because it's
enough for one design why because it's
enough for one design why because it's also important to consider how many
also important to consider how many
also important to consider how many prototypes you're testing because if
prototypes you're testing because if
prototypes you're testing because if you're testing more than one we need to
you're testing more than one we need to
you're testing more than one we need to consider whether to do this within
consider whether to do this within
consider whether to do this within subjects or with between subjects and
subjects or with between subjects and
subjects or with between subjects and that can affect our sample size as well
that can affect our sample size as well
that can affect our sample size as well but what if it instead of multiple
but what if it instead of multiple
but what if it instead of multiple prototypes we had multiple criteria now
prototypes we had multiple criteria now
prototypes we had multiple criteria now for my study I got five participants
for my study I got five participants
for my study I got five participants total I think it was six or something
total I think it was six or something
total I think it was six or something but each person was from a different
but each person was from a different
but each person was from a different country the US Italy Kenya Singapore Etc
country the US Italy Kenya Singapore Etc
country the US Italy Kenya Singapore Etc is that important do we need five from
is that important do we need five from
is that important do we need five from each country or just five total that's a
each country or just five total that's a
each country or just five total that's a good question my friend I had a question
good question my friend I had a question
good question my friend I had a question like this myself too and we have to ask
like this myself too and we have to ask
like this myself too and we have to ask ourselves do we care about saturation
ourselves do we care about saturation
ourselves do we care about saturation for certain criteria or do we just care
for certain criteria or do we just care
for certain criteria or do we just care about finding usability issues so it
about finding usability issues so it
about finding usability issues so it depends on our goals the classic it
depends on our goals the classic it
depends on our goals the classic it depends answer when it comes to
depends answer when it comes to
depends answer when it comes to usability testing a total of five Target
usability testing a total of five Target
usability testing a total of five Target users should do the trick now if you
users should do the trick now if you
users should do the trick now if you have a strong hypothesis that user needs
have a strong hypothesis that user needs
have a strong hypothesis that user needs in the UK are going to be drastically
in the UK are going to be drastically
in the UK are going to be drastically different from user needs in Kenya then
different from user needs in Kenya then
different from user needs in Kenya then you might need a separate study to
you might need a separate study to
you might need a separate study to localize and design and coeling for your
localize and design and coeling for your
localize and design and coeling for your users so sample size for usability
users so sample size for usability
users so sample size for usability testing five should do it but
testing five should do it but
testing five should do it but practically speaking I think between 6
practically speaking I think between 6
practically speaking I think between 6 to 8 is okay so in short recruit your
to 8 is okay so in short recruit your
to 8 is okay so in short recruit your target users and a minimum size of five
target users and a minimum size of five
target users and a minimum size of five should do the trick have you ever done
should do the trick have you ever done
should do the trick have you ever done any online shopping only to be confused
any online shopping only to be confused
any online shopping only to be confused by their categories on the website oh my
by their categories on the website oh my
by their categories on the website oh my gosh the organization or categorization
gosh the organization or categorization
gosh the organization or categorization of items is called information
of items is called information
of items is called information architecture IIA for short not AI IIA
architecture IIA for short not AI IIA
architecture IIA for short not AI IIA and in this lesson we're going to be
and in this lesson we're going to be
and in this lesson we're going to be talking about card sorting and
talking about card sorting and
talking about card sorting and information architecture what it is how
information architecture what it is how
information architecture what it is how we conduct it and how to an analyze it
we conduct it and how to an analyze it
we conduct it and how to an analyze it with or without software yes without
with or without software yes without
with or without software yes without software let's get started let's go to
software let's get started let's go to
software let's get started let's go to find out how things should be organized
find out how things should be organized
find out how things should be organized we conduct something called an open card
we conduct something called an open card
we conduct something called an open card sort study and card sorting is when you
sort study and card sorting is when you
sort study and card sorting is when you give users cards of the items that have
give users cards of the items that have
give users cards of the items that have them arrange them in a certain way that
them arrange them in a certain way that
them arrange them in a certain way that makes sense to them which helps make
makes sense to them which helps make
makes sense to them which helps make navigating your product more intuitive
navigating your product more intuitive
navigating your product more intuitive just like how you might sort your
just like how you might sort your
just like how you might sort your clothes for
clothes for
clothes for laundry or how you like your spice rack
laundry or how you like your spice rack
laundry or how you like your spice rack to be a
changed whatever the case the point is
changed whatever the case the point is we all group things into groups that Mak
we all group things into groups that Mak
we all group things into groups that Mak sense to us and if people aren't able to
sense to us and if people aren't able to
sense to us and if people aren't able to easily find things on your website
easily find things on your website
easily find things on your website because maybe we've haphazardly put menu
because maybe we've haphazardly put menu
because maybe we've haphazardly put menu items all over the place then it's not a
items all over the place then it's not a
items all over the place then it's not a good time so we use card sorting to
good time so we use card sorting to
good time so we use card sorting to identify how we should group things
identify how we should group things
identify how we should group things together more intuitively at times we
together more intuitively at times we
together more intuitively at times we might do a heris evaluation or just look
might do a heris evaluation or just look
might do a heris evaluation or just look at the dang thing and realize it's
at the dang thing and realize it's
at the dang thing and realize it's harder to navigate around the site than
harder to navigate around the site than
harder to navigate around the site than you thought or users may tell you that
you thought or users may tell you that
you thought or users may tell you that they're going to the wrong places or
they're going to the wrong places or
they're going to the wrong places or it's just hard to find something or we
it's just hard to find something or we
it's just hard to find something or we can check analytics and see that users
can check analytics and see that users
can check analytics and see that users are spending a long time finding what
are spending a long time finding what
are spending a long time finding what they need on your website all of these
they need on your website all of these
they need on your website all of these are possible signals that our website
are possible signals that our website
are possible signals that our website ain't too organized often times we might
ain't too organized often times we might
ain't too organized often times we might even identify that it's not the
even identify that it's not the
even identify that it's not the navigation itself that's confusing but
navigation itself that's confusing but
navigation itself that's confusing but the jargon and copy that we use could be
the jargon and copy that we use could be
the jargon and copy that we use could be confusing to users as well so a card
confusing to users as well so a card
confusing to users as well so a card sort task can help us organize a website
sort task can help us organize a website
sort task can help us organize a website and ga gather some comprehension on
and ga gather some comprehension on
and ga gather some comprehension on certain words there are different ways
certain words there are different ways
certain words there are different ways we can run a card sort we can run it
we can run a card sort we can run it
we can run a card sort we can run it open or closed we can do it in person
open or closed we can do it in person
open or closed we can do it in person with physical cards or digitally online
with physical cards or digitally online
with physical cards or digitally online we can choose to moderate it or go
we can choose to moderate it or go
we can choose to moderate it or go unmoderated and I'll discuss a variation
unmoderated and I'll discuss a variation
unmoderated and I'll discuss a variation called the deli card sort so let's talk
called the deli card sort so let's talk
called the deli card sort so let's talk about the open versus closed card sorts
about the open versus closed card sorts
about the open versus closed card sorts first open card sorts are used to
first open card sorts are used to
first open card sorts are used to develop a new information architecture
develop a new information architecture
develop a new information architecture what we do is give participants the
what we do is give participants the
what we do is give participants the cards without any order and have them
cards without any order and have them
cards without any order and have them arranged and the task what we give is
arranged and the task what we give is
arranged and the task what we give is basically organize these into groups
basically organize these into groups
basically organize these into groups that make sense to you pretty easy in a
that make sense to you pretty easy in a
that make sense to you pretty easy in a closed card sort we already have
closed card sort we already have
closed card sort we already have predefined categories or spaces so we
predefined categories or spaces so we
predefined categories or spaces so we use this method to validate an existing
use this method to validate an existing
use this method to validate an existing information architecture and see where
information architecture and see where
information architecture and see where people might organize things underneath
people might organize things underneath
people might organize things underneath our predefined categories and the task
our predefined categories and the task
our predefined categories and the task we would give them is simply organize
we would give them is simply organize
we would give them is simply organize the Cards into the groups you see here
the Cards into the groups you see here
the Cards into the groups you see here and that's the main difference between
and that's the main difference between
and that's the main difference between an open and a closed card sword so why
an open and a closed card sword so why
an open and a closed card sword so why ever do a closed card sword well for
ever do a closed card sword well for
ever do a closed card sword well for example example one project I did at
example example one project I did at
example example one project I did at Google had both open and close elements
Google had both open and close elements
Google had both open and close elements to it we wanted to find out how to
to it we wanted to find out how to
to it we wanted to find out how to organize our menu options for our
organize our menu options for our
organize our menu options for our Smartwatch product in this case which
Smartwatch product in this case which
Smartwatch product in this case which card s would you use open and close I
card s would you use open and close I
card s would you use open and close I would use an open card sort but another
would use an open card sort but another
would use an open card sort but another research question that we had for the
research question that we had for the
research question that we had for the study the designer had was which menu
study the designer had was which menu
study the designer had was which menu options should be on the phone and which
options should be on the phone and which
options should be on the phone and which one should be on the Smartwatch and
one should be on the Smartwatch and
one should be on the Smartwatch and which one should be on both devices in
which one should be on both devices in
which one should be on both devices in this case we do a close card sort
this case we do a close card sort
this case we do a close card sort because we had three predefined options
because we had three predefined options
because we had three predefined options already phone smart watch and both well
already phone smart watch and both well
already phone smart watch and both well with that quick intro to card sorting
with that quick intro to card sorting
with that quick intro to card sorting let's head over to the next lesson where
let's head over to the next lesson where
let's head over to the next lesson where we'll talk about moderated versus
we'll talk about moderated versus
we'll talk about moderated versus unmoderated card sorts sample size how
unmoderated card sorts sample size how
unmoderated card sorts sample size how many cars you should have and how to
many cars you should have and how to
many cars you should have and how to actually conduct one to moderate or not
actually conduct one to moderate or not
actually conduct one to moderate or not moderate that is the question what kind
moderate that is the question what kind
moderate that is the question what kind of stupid ass question is that whether
of stupid ass question is that whether
of stupid ass question is that whether it is nobler in the mind to probe and
it is nobler in the mind to probe and
it is nobler in the mind to probe and ask why or to take our sort online to
ask why or to take our sort online to
ask why or to take our sort online to provide higher power for analysis
provide higher power for analysis
provide higher power for analysis Shakespeare wrote that I'm just kidding
Shakespeare wrote that I'm just kidding
Shakespeare wrote that I'm just kidding let's talk about the pros and cons of
let's talk about the pros and cons of
let's talk about the pros and cons of moderated card sorts versus unmoderated
moderated card sorts versus unmoderated
moderated card sorts versus unmoderated cards so moderated studies we get to
cards so moderated studies we get to
cards so moderated studies we get to probe and ask why as your participants
probe and ask why as your participants
probe and ask why as your participants sort their cards we know that we have
sort their cards we know that we have
sort their cards we know that we have the ability to troubleshoot and help
the ability to troubleshoot and help
the ability to troubleshoot and help them out if they get stuck and we have
them out if they get stuck and we have
them out if they get stuck and we have more control over the situation to
more control over the situation to
more control over the situation to gather the data that we need of course
gather the data that we need of course
gather the data that we need of course with any moderated studies we'd have to
with any moderated studies we'd have to
with any moderated studies we'd have to spend time moderating and scheduling
spend time moderating and scheduling
spend time moderating and scheduling people common pros and cons of moderated
people common pros and cons of moderated
people common pros and cons of moderated studies on moderated studies we can use
studies on moderated studies we can use
studies on moderated studies we can use certain tools online and have
certain tools online and have
certain tools online and have participants do the card sort on their
participants do the card sort on their
participants do the card sort on their own time thus saving us time so in a way
own time thus saving us time so in a way
own time thus saving us time so in a way a pro is that we don't have to moderate
a pro is that we don't have to moderate
a pro is that we don't have to moderate although that's also the con where we're
although that's also the con where we're
although that's also the con where we're unable to probe or ask why for certain
unable to probe or ask why for certain
unable to probe or ask why for certain items sure we can provide open-ended
items sure we can provide open-ended
items sure we can provide open-ended comment boxes for people but if you have
comment boxes for people but if you have
comment boxes for people but if you have 60 or more cards I can assure you they
60 or more cards I can assure you they
60 or more cards I can assure you they ain't going to do that they're going to
ain't going to do that they're going to
ain't going to do that they're going to comment on the most prominent ones which
comment on the most prominent ones which
comment on the most prominent ones which is still helpful but they're not going
is still helpful but they're not going
is still helpful but they're not going to comment on every single card if
to comment on every single card if
to comment on every single card if you're able to get folks to think aloud
you're able to get folks to think aloud
you're able to get folks to think aloud during a card sort that's great sample
during a card sort that's great sample
during a card sort that's great sample size let's talk about that I think you
size let's talk about that I think you
size let's talk about that I think you can get get away with fewer participants
can get get away with fewer participants
can get get away with fewer participants for a moderated study because you're
for a moderated study because you're
for a moderated study because you're able to Pro deeper into the rationale a
able to Pro deeper into the rationale a
able to Pro deeper into the rationale a good number could be between 10 to 15
good number could be between 10 to 15
good number could be between 10 to 15 for unmoderated studies according to
for unmoderated studies according to
for unmoderated studies according to Jeff sarrow and Tom Tellus the sample
Jeff sarrow and Tom Tellus the sample
Jeff sarrow and Tom Tellus the sample size can range from 20 or more than 30
size can range from 20 or more than 30
size can range from 20 or more than 30 participants to give us enough power for
participants to give us enough power for
participants to give us enough power for analysis for safe reasons I would go for
analysis for safe reasons I would go for
analysis for safe reasons I would go for 30 Central limit theorem minimum sample
30 Central limit theorem minimum sample
30 Central limit theorem minimum sample size of 30 if you're going to go un
size of 30 if you're going to go un
size of 30 if you're going to go un moderate and if you're going to moderate
moderate and if you're going to moderate
moderate and if you're going to moderate it 10 to 15 people I think so another
it 10 to 15 people I think so another
it 10 to 15 people I think so another question is how many cards do we give
question is how many cards do we give
question is how many cards do we give participants should we give them
participants should we give them
participants should we give them everything we have every single item
everything we have every single item
everything we have every single item what if we have like a 100 items 100
what if we have like a 100 items 100
what if we have like a 100 items 100 cards well if you're conducting this in
cards well if you're conducting this in
cards well if you're conducting this in person I'd say anywhere from 30 to 60
person I'd say anywhere from 30 to 60
person I'd say anywhere from 30 to 60 cards is a good number to have people
cards is a good number to have people
cards is a good number to have people might fatigue if you give them more have
might fatigue if you give them more have
might fatigue if you give them more have fewer cards here because it's more
fewer cards here because it's more
fewer cards here because it's more cognitively taxing if you're going to
cognitively taxing if you're going to
cognitively taxing if you're going to have more cards make sure to give people
have more cards make sure to give people
have more cards make sure to give people breaks now if you're conducting this
breaks now if you're conducting this
breaks now if you're conducting this online anywhere between 30 to 80 cards
online anywhere between 30 to 80 cards
online anywhere between 30 to 80 cards is okay now some articles say you can go
is okay now some articles say you can go
is okay now some articles say you can go up to 100 cards but I'll say this if you
up to 100 cards but I'll say this if you
up to 100 cards but I'll say this if you have 100 cards why do you have 100 cards
have 100 cards why do you have 100 cards
have 100 cards why do you have 100 cards to begin with that's a lot that's a lot
to begin with that's a lot that's a lot
to begin with that's a lot that's a lot of manyu options yeah sure you maybe
of manyu options yeah sure you maybe
of manyu options yeah sure you maybe have a complex website we need to trim
have a complex website we need to trim
have a complex website we need to trim it down speak to our stakeholders see
it down speak to our stakeholders see
it down speak to our stakeholders see which one we know for sure we keep and
which one we know for sure we keep and
which one we know for sure we keep and which ones are not that important to
which ones are not that important to
which ones are not that important to know about there may be cards already
know about there may be cards already
know about there may be cards already that you know where to place them so
that you know where to place them so
that you know where to place them so maybe you don't give all of them to
maybe you don't give all of them to
maybe you don't give all of them to users or you can split them into two
users or you can split them into two
users or you can split them into two separate studies or you can kind of mix
separate studies or you can kind of mix
separate studies or you can kind of mix and match groups of users with certain
and match groups of users with certain
and match groups of users with certain groups of cards so they don't have to be
groups of cards so they don't have to be
groups of cards so they don't have to be fatigued speaking speaking of digital
fatigued speaking speaking of digital
fatigued speaking speaking of digital I'll mention a few tools that you can
I'll mention a few tools that you can
I'll mention a few tools that you can use for online card sorting the most
use for online card sorting the most
use for online card sorting the most popular one being optimal sort from
popular one being optimal sort from
popular one being optimal sort from optimal Workshop ux tweak also has it
optimal Workshop ux tweak also has it
optimal Workshop ux tweak also has it web sort also has it there's a lot of
web sort also has it there's a lot of
web sort also has it there's a lot of tools with this ability some tools have
tools with this ability some tools have
tools with this ability some tools have free capacity or after a certain amount
free capacity or after a certain amount
free capacity or after a certain amount of cards you'll need to pay if you're
of cards you'll need to pay if you're
of cards you'll need to pay if you're totally on a budget and want to hack
totally on a budget and want to hack
totally on a budget and want to hack your way through it for free you can use
your way through it for free you can use
your way through it for free you can use something like Trello something where
something like Trello something where
something like Trello something where you can just drag and drop cards Miro
you can just drag and drop cards Miro
you can just drag and drop cards Miro can even work for this Google Jam board
can even work for this Google Jam board
can even work for this Google Jam board if anyone uses that do anyway here's
if anyone uses that do anyway here's
if anyone uses that do anyway here's five easy steps on how to conduct a card
five easy steps on how to conduct a card
five easy steps on how to conduct a card storage step one prepare the cards on
storage step one prepare the cards on
storage step one prepare the cards on your tool or table if you're doing it in
your tool or table if you're doing it in
your tool or table if you're doing it in person label them with numbers so you
person label them with numbers so you
person label them with numbers so you can refer back to them easily and also
can refer back to them easily and also
can refer back to them easily and also have some blank cards as well so that's
have some blank cards as well so that's
have some blank cards as well so that's a setup number two step two is instruct
a setup number two step two is instruct
a setup number two step two is instruct participants to think aloud and then
participants to think aloud and then
participants to think aloud and then rearrange until they're satisfied if
rearrange until they're satisfied if
rearrange until they're satisfied if they are unsure we can probe and ask why
they are unsure we can probe and ask why
they are unsure we can probe and ask why and then we can note down what was
and then we can note down what was
and then we can note down what was confusing we can also let them know that
confusing we can also let them know that
confusing we can also let them know that they can put cards aside in separate
they can put cards aside in separate
they can put cards aside in separate pile if nothing makes sense to them for
pile if nothing makes sense to them for
pile if nothing makes sense to them for now if they think something is missing
now if they think something is missing
now if they think something is missing that's what the blank cards are for they
that's what the blank cards are for they
that's what the blank cards are for they can create their own using those blank
can create their own using those blank
can create their own using those blank cards so while they're conducting we're
cards so while they're conducting we're
cards so while they're conducting we're going to observe them we're going to
going to observe them we're going to
going to observe them we're going to note down and ideally we would record
note down and ideally we would record
note down and ideally we would record their progression step three after their
their progression step three after their
their progression step three after their participant finishes take a look at the
participant finishes take a look at the
participant finishes take a look at the groups they form how many groups did
groups they form how many groups did
groups they form how many groups did they form and ask them the rationale if
they form and ask them the rationale if
they form and ask them the rationale if it looks like there's too many groups
it looks like there's too many groups
it looks like there's too many groups ask if any can be combined if there's
ask if any can be combined if there's
ask if any can be combined if there's too few groups ask if any could be
too few groups ask if any could be
too few groups ask if any could be separated step for have participants
separated step for have participants
separated step for have participants label the groups theyve probably already
label the groups theyve probably already
label the groups theyve probably already did this in their minds but this is just
did this in their minds but this is just
did this in their minds but this is just formality have them actually name it and
formality have them actually name it and
formality have them actually name it and finally step five take a photo or
finally step five take a photo or
finally step five take a photo or screenshot of third groupings you can
screenshot of third groupings you can
screenshot of third groupings you can try this on your own too just go to any
try this on your own too just go to any
try this on your own too just go to any website any website of your choice your
website any website of your choice your
website any website of your choice your friend's website trainer Joe's Best
friend's website trainer Joe's Best
friend's website trainer Joe's Best Choice market HB and look at their
Choice market HB and look at their
Choice market HB and look at their navigation menu write down all their sub
navigation menu write down all their sub
navigation menu write down all their sub menus on the cards and ignore their
menus on the cards and ignore their
menus on the cards and ignore their initial categories then have a few
initial categories then have a few
initial categories then have a few friends or participants to try this with
friends or participants to try this with
friends or participants to try this with who knows you might even find some
who knows you might even find some
who knows you might even find some awesome improvements toe the navigation
awesome improvements toe the navigation
awesome improvements toe the navigation and you know what here's a secret Pro
and you know what here's a secret Pro
and you know what here's a secret Pro tip for you you don't have to sort just
tip for you you don't have to sort just
tip for you you don't have to sort just words you can also sort images or icons
words you can also sort images or icons
words you can also sort images or icons onto a page for example you can provide
onto a page for example you can provide
onto a page for example you can provide an empty wireframe to participants and
an empty wireframe to participants and
an empty wireframe to participants and give them icons images even entire
give them icons images even entire
give them icons images even entire sections to sort out see how creative we
sections to sort out see how creative we
sections to sort out see how creative we can get with our methods in a way this
can get with our methods in a way this
can get with our methods in a way this is kind of like codesign exercise but it
is kind of like codesign exercise but it
is kind of like codesign exercise but it is related to information architecture
is related to information architecture
is related to information architecture and hierarchy and how things are
and hierarchy and how things are
and hierarchy and how things are organized so you can also do it with
organized so you can also do it with
organized so you can also do it with image
image
image [Music]
[Music]
[Music] so that's how not to do feeli research
so that's how not to do feeli research
so that's how not to do feeli research field research itself is an umbrella
field research itself is an umbrella
field research itself is an umbrella term because it can refer to an amalgam
term because it can refer to an amalgam
term because it can refer to an amalgam of methods such as observation
contextual inquiry and diary studies I
contextual inquiry and diary studies I like to point out something that might
like to point out something that might
like to point out something that might sound controversial though New York's
sound controversial though New York's
sound controversial though New York's researchers often say they do
researchers often say they do
researchers often say they do ethnography as a form of field research
ethnography as a form of field research
ethnography as a form of field research ethno it's Greek root for ethnos which
ethno it's Greek root for ethnos which
ethno it's Greek root for ethnos which means people Nation graph graphy is
means people Nation graph graphy is
means people Nation graph graphy is study of to all the anthropologists or
study of to all the anthropologists or
study of to all the anthropologists or social scientists out there I apologize
social scientists out there I apologize
social scientists out there I apologize on behalf of of user researchers who say
on behalf of of user researchers who say
on behalf of of user researchers who say we do
we do
we do ethnography we do not do true
ethnography we do not do true
ethnography we do not do true ethnography we do ethnographic research
ethnography we do ethnographic research
ethnography we do ethnographic research in the form of contextual inquiry or
in the form of contextual inquiry or
in the form of contextual inquiry or observation but not true ethnography
observation but not true ethnography
observation but not true ethnography ethnography is the study of people's
ethnography is the study of people's
ethnography is the study of people's cultures customs and behaviors over an
cultures customs and behaviors over an
cultures customs and behaviors over an extended period of time an
extended period of time an
extended period of time an anthropologist might even live with the
anthropologist might even live with the
anthropologist might even live with the people for years to get all of the
people for years to get all of the
people for years to get all of the nuances and dynamics of everyday life or
nuances and dynamics of everyday life or
nuances and dynamics of everyday life or dress up as a zebra and experience what
dress up as a zebra and experience what
dress up as a zebra and experience what it's like to be in the plains of Africa
it's like to be in the plains of Africa
it's like to be in the plains of Africa lion
meat what we you user researchers do in
meat what we you user researchers do in fact is observe participants in the wild
fact is observe participants in the wild
fact is observe participants in the wild in their natural environments but we're
in their natural environments but we're
in their natural environments but we're usually doing it no longer than a few
usually doing it no longer than a few
usually doing it no longer than a few hours or a few days at most and the
hours or a few days at most and the
hours or a few days at most and the scope is much more focused on certain
scope is much more focused on certain
scope is much more focused on certain user goals or experiences within
user goals or experiences within
user goals or experiences within particular context and that's the
particular context and that's the
particular context and that's the difference now for the purpose of this
difference now for the purpose of this
difference now for the purpose of this lesson we're going to talk about
lesson we're going to talk about
lesson we're going to talk about specifically contextual inquiry now
specifically contextual inquiry now
specifically contextual inquiry now throughout the next few video lessons
throughout the next few video lessons
throughout the next few video lessons I'll break down the steps to plan
I'll break down the steps to plan
I'll break down the steps to plan conduct contextual inquiry along with
conduct contextual inquiry along with
conduct contextual inquiry along with who we recruit where to go a bunch of
who we recruit where to go a bunch of
who we recruit where to go a bunch of logistics and how to involve our
logistics and how to involve our
logistics and how to involve our stakeholders contextual inquiry is the
stakeholders contextual inquiry is the
stakeholders contextual inquiry is the most common form of ethnographic field
most common form of ethnographic field
most common form of ethnographic field research where we combine
research where we combine
research where we combine observation with interviews in order to
observation with interviews in order to
observation with interviews in order to observe participants behaviors in
observe participants behaviors in
observe participants behaviors in context examples can include going to
context examples can include going to
context examples can include going to people's homes their office space going
people's homes their office space going
people's homes their office space going to a hospital to research healthc Care
to a hospital to research healthc Care
to a hospital to research healthc Care Professionals manufacturing plants to
Professionals manufacturing plants to
Professionals manufacturing plants to observe inefficiencies or efficiencies
observe inefficiencies or efficiencies
observe inefficiencies or efficiencies and many many possibilities the word
and many many possibilities the word
and many many possibilities the word inquiry literally means the act of
inquiry literally means the act of
inquiry literally means the act of asking questions which to me is the
asking questions which to me is the
asking questions which to me is the interview portion of contextual inquiry
interview portion of contextual inquiry
interview portion of contextual inquiry now combine observation with interviews
now combine observation with interviews
now combine observation with interviews and we have contextual inquiry voila we
and we have contextual inquiry voila we
and we have contextual inquiry voila we know what interviews are what's
observation nice observation is a
observation nice observation is a classic research methodology it could
classic research methodology it could
classic research methodology it could also be called fly on thewall
also be called fly on thewall
also be called fly on thewall observation where we observe people in
observation where we observe people in
observation where we observe people in their natural environment most of the
their natural environment most of the
their natural environment most of the time we might might not interact with
time we might might not interact with
time we might might not interact with the subjects at all kind of like
the subjects at all kind of like
the subjects at all kind of like creeping on people example you want to
creeping on people example you want to
creeping on people example you want to see how people move through a subway
see how people move through a subway
see how people move through a subway station or count how many people use
station or count how many people use
station or count how many people use their vehicle turn signals or how people
their vehicle turn signals or how people
their vehicle turn signals or how people greet each other in different cultures
greet each other in different cultures
greet each other in different cultures another field research technique is
another field research technique is
another field research technique is going undercover as a user and seeing
going undercover as a user and seeing
going undercover as a user and seeing how people interact with us this is
how people interact with us this is
how people interact with us this is supposed to be a mustache I forgot to
supposed to be a mustache I forgot to
supposed to be a mustache I forgot to bring one anyway these going undercover
bring one anyway these going undercover
bring one anyway these going undercover studies are called mystery shoer studies
studies are called mystery shoer studies
studies are called mystery shoer studies or or service saris what happens is we
or or service saris what happens is we
or or service saris what happens is we pretend to be a customer and ask
pretend to be a customer and ask
pretend to be a customer and ask questions about the product to staff or
questions about the product to staff or
questions about the product to staff or customer support alternatively you can
customer support alternatively you can
customer support alternatively you can ask questions to other customers and
ask questions to other customers and
ask questions to other customers and learn about their decision-making
learn about their decision-making
learn about their decision-making processes and purchasing or not now we
processes and purchasing or not now we
processes and purchasing or not now we discuss the ethics of This research
discuss the ethics of This research
discuss the ethics of This research method back in an earlier module and
method back in an earlier module and
method back in an earlier module and since it's not instilling any harm on
since it's not instilling any harm on
since it's not instilling any harm on participants this is fine to do now with
participants this is fine to do now with
participants this is fine to do now with this method mystery shopping we can look
this method mystery shopping we can look
this method mystery shopping we can look out for opportunities for improvement in
out for opportunities for improvement in
out for opportunities for improvement in the service process knowledge of
the service process knowledge of
the service process knowledge of customer support agents or and you can
customer support agents or and you can
customer support agents or and you can compare it to other stores also other
compare it to other stores also other
compare it to other stores also other things that a shopper would experience
things that a shopper would experience
things that a shopper would experience so we talked about what contextual
so we talked about what contextual
so we talked about what contextual inquiry is how about when do we do
inquiry is how about when do we do
inquiry is how about when do we do contextual inquiry well we can do it if
contextual inquiry well we can do it if
contextual inquiry well we can do it if the team is struggling to find the root
the team is struggling to find the root
the team is struggling to find the root causes for a problem that your product
causes for a problem that your product
causes for a problem that your product is supposed to solve we also do
is supposed to solve we also do
is supposed to solve we also do contextual inquiry when we want to learn
contextual inquiry when we want to learn
contextual inquiry when we want to learn more about the user contexts for tasks
more about the user contexts for tasks
more about the user contexts for tasks met needs uh or to test your product in
met needs uh or to test your product in
met needs uh or to test your product in the wild I'm in the wild suburbs these
the wild I'm in the wild suburbs these
the wild I'm in the wild suburbs these are great times for contextual inquiry
are great times for contextual inquiry
are great times for contextual inquiry to understand the foundation of what our
to understand the foundation of what our
to understand the foundation of what our users are doing and provide us with more
users are doing and provide us with more
users are doing and provide us with more reliable sources of Truth when the team
reliable sources of Truth when the team
reliable sources of Truth when the team begins brainstorming
Solutions yay we finally get to talk
Solutions yay we finally get to talk about my favorite research method diary
about my favorite research method diary
about my favorite research method diary studies mainly because I love snooping
studies mainly because I love snooping
studies mainly because I love snooping around my brother's diary as a kid just
around my brother's diary as a kid just
around my brother's diary as a kid just kidding I don't have a brother ha gotcha
kidding I don't have a brother ha gotcha
kidding I don't have a brother ha gotcha but it is my favorite method because
but it is my favorite method because
but it is my favorite method because it's just so versatile and how we can
it's just so versatile and how we can
it's just so versatile and how we can really get creative with how we conduct
really get creative with how we conduct
really get creative with how we conduct it diary studies aren't just run one way
it diary studies aren't just run one way
it diary studies aren't just run one way in this section we'll talk about what
in this section we'll talk about what
in this section we'll talk about what diary studies are how to conduct one the
diary studies are how to conduct one the
diary studies are how to conduct one the pros and cons and I'll share two really
pros and cons and I'll share two really
pros and cons and I'll share two really in-depth case studies with you from my
in-depth case studies with you from my
in-depth case studies with you from my days at Google and Uber where I used
days at Google and Uber where I used
days at Google and Uber where I used this method diary studies also known as
this method diary studies also known as
this method diary studies also known as cultural probes are a great substitute
cultural probes are a great substitute
cultural probes are a great substitute for Fe research it's a longitudinal
for Fe research it's a longitudinal
for Fe research it's a longitudinal method where we can ask participants to
method where we can ask participants to
method where we can ask participants to keep a diary of their day-to-day lives
keep a diary of their day-to-day lives
keep a diary of their day-to-day lives to capture attitudes and behaviors over
to capture attitudes and behaviors over
to capture attitudes and behaviors over a period of time and that's what
a period of time and that's what
a period of time and that's what longitudinal means over a period of time
longitudinal means over a period of time
longitudinal means over a period of time and we can run a diary study for as long
and we can run a diary study for as long
and we can run a diary study for as long or short as we want from a few days to
or short as we want from a few days to
or short as we want from a few days to even years now when might we do diary
even years now when might we do diary
even years now when might we do diary studies when might we want to use it
studies when might we want to use it
studies when might we want to use it well to find out use motivations behind
well to find out use motivations behind
well to find out use motivations behind their behaviors in context understand
their behaviors in context understand
their behaviors in context understand how small actions over time affect
how small actions over time affect
how small actions over time affect larger decisions and why we can also see
larger decisions and why we can also see
larger decisions and why we can also see how people approach their goals and
how people approach their goals and
how people approach their goals and different ways and get really really
different ways and get really really
different ways and get really really rich data about it uh we can also learn
rich data about it uh we can also learn
rich data about it uh we can also learn how experiences change over time whether
how experiences change over time whether
how experiences change over time whether it's learning a new tool or something
it's learning a new tool or something
it's learning a new tool or something else we can learn about things that
else we can learn about things that
else we can learn about things that people don't normally do and why why not
people don't normally do and why why not
people don't normally do and why why not diary studies are very useful to help us
diary studies are very useful to help us
diary studies are very useful to help us find out about for example your current
find out about for example your current
find out about for example your current product or prototypes we can send people
product or prototypes we can send people
product or prototypes we can send people your product or prototype and have them
your product or prototype and have them
your product or prototype and have them interact with them over time we can also
interact with them over time we can also
interact with them over time we can also learn about General behavior and
learn about General behavior and
learn about General behavior and activities understand what and how
activities understand what and how
activities understand what and how people do things in different contexts
people do things in different contexts
people do things in different contexts specific activities or tasks we can
specific activities or tasks we can
specific activities or tasks we can understand how people do certain things
understand how people do certain things
understand how people do certain things like buying a flight ticket what goes
like buying a flight ticket what goes
like buying a flight ticket what goes into buying a flight ticket not just the
into buying a flight ticket not just the
into buying a flight ticket not just the act of buying a flight ticket but what
act of buying a flight ticket but what
act of buying a flight ticket but what comes before and after over time what's
comes before and after over time what's
comes before and after over time what's their emotions also ordering delivery or
their emotions also ordering delivery or
their emotions also ordering delivery or how they achieve their personal goals
how they achieve their personal goals
how they achieve their personal goals very foundational use cases for diary
very foundational use cases for diary
very foundational use cases for diary studies now how do we conduct one like I
studies now how do we conduct one like I
studies now how do we conduct one like I mentioned there's many different ways
mentioned there's many different ways
mentioned there's many different ways you can conduct it I'll go really in
you can conduct it I'll go really in
you can conduct it I'll go really in depth with two case studies so you can
depth with two case studies so you can
depth with two case studies so you can see that there's a variety of ways that
see that there's a variety of ways that
see that there's a variety of ways that you can conduct a diary study but let's
you can conduct a diary study but let's
you can conduct a diary study but let's get the basics down first what's the
get the basics down first what's the
get the basics down first what's the first step in every research study
first step in every research study
first step in every research study that's right and this is automatic for
that's right and this is automatic for
that's right and this is automatic for you now Step Zero is defining the
you now Step Zero is defining the
you now Step Zero is defining the objectives and research questions
objectives and research questions
objectives and research questions picking good participants is also
picking good participants is also
picking good participants is also crucial so get your target criteria and
crucial so get your target criteria and
crucial so get your target criteria and recruit AER sample then figure out our
recruit AER sample then figure out our
recruit AER sample then figure out our stimulus for the question that we have
stimulus for the question that we have
stimulus for the question that we have at hand your product or service or
at hand your product or service or
at hand your product or service or understanding and send your participants
understanding and send your participants
understanding and send your participants if you have something that you need to
if you have something that you need to
if you have something that you need to send them and finally figure out how
send them and finally figure out how
send them and finally figure out how often you want your participants to do
often you want your participants to do
often you want your participants to do your diary is it daily at the beginning
your diary is it daily at the beginning
your diary is it daily at the beginning or end of the day every 2 hours or do
or end of the day every 2 hours or do
or end of the day every 2 hours or do you want to F fill a diary study only
you want to F fill a diary study only
you want to F fill a diary study only after a certain Trigger or specific
after a certain Trigger or specific
after a certain Trigger or specific event this is something you have to
event this is something you have to
event this is something you have to decide based on your research goals
decide based on your research goals
decide based on your research goals after that I highly suggest bookending
after that I highly suggest bookending
after that I highly suggest bookending our diary study with in-depth interviews
our diary study with in-depth interviews
our diary study with in-depth interviews meaning start the study off with a user
meaning start the study off with a user
meaning start the study off with a user interview then off they go diary study
interview then off they go diary study
interview then off they go diary study in between and we can close the diary
in between and we can close the diary
in between and we can close the diary study off with kind of a what we call an
study off with kind of a what we call an
study off with kind of a what we call an exit interview a final exit interview
exit interview a final exit interview
exit interview a final exit interview that I find is the best way to let
that I find is the best way to let
that I find is the best way to let participants know that there's a human
participants know that there's a human
participants know that there's a human being on the other side willing to help
being on the other side willing to help
being on the other side willing to help you as well as recapping the study once
you as well as recapping the study once
you as well as recapping the study once you're done and I don't do my diary
you're done and I don't do my diary
you're done and I don't do my diary studies without those two inter at the
studies without those two inter at the
studies without those two inter at the end and lastly let's talk about the pros
end and lastly let's talk about the pros
end and lastly let's talk about the pros and cons of this diary method Pros
and cons of this diary method Pros
and cons of this diary method Pros everything cons nothing cuz I love diary
everything cons nothing cuz I love diary
everything cons nothing cuz I love diary studies I'm not biased at all I'm just
studies I'm not biased at all I'm just
studies I'm not biased at all I'm just kidding I'm
kidding who am I the pros when you go do
kidding who am I the pros when you go do field studies and you're observing
field studies and you're observing
field studies and you're observing someone you may unintentionally come
someone you may unintentionally come
someone you may unintentionally come across the Hawthorn effect but here with
across the Hawthorn effect but here with
across the Hawthorn effect but here with the dire study we minimize that Hawthorn
the dire study we minimize that Hawthorn
the dire study we minimize that Hawthorn effect because we're not actually
effect because we're not actually
effect because we're not actually observing them we don't look over the
observing them we don't look over the
observing them we don't look over the shoulders and watch them we can be when
shoulders and watch them we can be when
shoulders and watch them we can be when and where your participants are without
and where your participants are without
and where your participants are without actually having to be there which is a
actually having to be there which is a
actually having to be there which is a really strong advantage of diary studies
really strong advantage of diary studies
really strong advantage of diary studies it's a very efficient way to collect
it's a very efficient way to collect
it's a very efficient way to collect data on natural behavior and see Trends
data on natural behavior and see Trends
data on natural behavior and see Trends over time in different contexts and as
over time in different contexts and as
over time in different contexts and as we'll see soon it's so versatile and
we'll see soon it's so versatile and
we'll see soon it's so versatile and it's you can use it with really adaptive
it's you can use it with really adaptive
it's you can use it with really adaptive methods not to mention that it is a a
methods not to mention that it is a a
methods not to mention that it is a a good alternative to field studies now
good alternative to field studies now
good alternative to field studies now while the pros are amazing I do have to
while the pros are amazing I do have to
while the pros are amazing I do have to admit there may be some cons to this
admit there may be some cons to this
admit there may be some cons to this favorite method of mine it is pretty
favorite method of mine it is pretty
favorite method of mine it is pretty time and money intensive you can't do a
time and money intensive you can't do a
time and money intensive you can't do a diary study one day I mean you you could
diary study one day I mean you you could
diary study one day I mean you you could but you won't get much data that way and
but you won't get much data that way and
but you won't get much data that way and the point of diary studies you have to
the point of diary studies you have to
the point of diary studies you have to remember that the advantage of doing
remember that the advantage of doing
remember that the advantage of doing dire studies so that you can see
dire studies so that you can see
dire studies so that you can see behaviors and attitudes Trends over time
behaviors and attitudes Trends over time
behaviors and attitudes Trends over time and one day isn't a lot of time for you
and one day isn't a lot of time for you
and one day isn't a lot of time for you to see any Trends even two days so you
to see any Trends even two days so you
to see any Trends even two days so you really got to think about how long you
really got to think about how long you
really got to think about how long you want to do your diary study for but
want to do your diary study for but
want to do your diary study for but anyway it is time intensive in that
anyway it is time intensive in that
anyway it is time intensive in that aspect diary studies are also based on
aspect diary studies are also based on
aspect diary studies are also based on self-report which may elicit inaccurate
self-report which may elicit inaccurate
self-report which may elicit inaccurate data because people might only report
data because people might only report
data because people might only report things that they think are interesting
things that they think are interesting
things that they think are interesting and omit things that they think are not
and omit things that they think are not
and omit things that they think are not interesting in which case there are
interesting in which case there are
interesting in which case there are workarounds this is the Crux of user
workarounds this is the Crux of user
workarounds this is the Crux of user research in general we see and Report
research in general we see and Report
research in general we see and Report what we see and what we hear but it's
what we see and what we hear but it's
what we see and what we hear but it's also important to read between the lines
also important to read between the lines
also important to read between the lines read between the lines what aren't
read between the lines what aren't
read between the lines what aren't people saying what PE what aren't people
people saying what PE what aren't people
people saying what PE what aren't people doing and that's when we have to ask
doing and that's when we have to ask
doing and that's when we have to ask follow-up questions that's the
follow-up questions that's the
follow-up questions that's the workaround now one common con or
workaround now one common con or
workaround now one common con or disadvantage of diary studies is that
disadvantage of diary studies is that
disadvantage of diary studies is that people researchers might say oh you but
people researchers might say oh you but
people researchers might say oh you but you can't observe Behavior directly in
you can't observe Behavior directly in
you can't observe Behavior directly in my next couple videos I'll show you how
my next couple videos I'll show you how
my next couple videos I'll show you how exactly I got around that uh con by
exactly I got around that uh con by
exactly I got around that uh con by using body cameras or video
using body cameras or video
using body cameras or video Vlogs video Vlogs video Vlogs Vlogs one
Vlogs video Vlogs video Vlogs Vlogs one
Vlogs video Vlogs video Vlogs Vlogs one really major con of the Diary study
really major con of the Diary study
really major con of the Diary study method is attrition rates or drop off
method is attrition rates or drop off
method is attrition rates or drop off rates because the longer you study the
rates because the longer you study the
rates because the longer you study the more people that are going to drop out
more people that are going to drop out
more people that are going to drop out of your study we can shorten the study
of your study we can shorten the study
of your study we can shorten the study focus it a little bit more or provide
focus it a little bit more or provide
focus it a little bit more or provide some milestones for incentives to keep
some milestones for incentives to keep
some milestones for incentives to keep them
them
them engaged this one we're going to talk
engaged this one we're going to talk
engaged this one we're going to talk about between versus within subjects
about between versus within subjects
about between versus within subjects design let's go if you're planning a
design let's go if you're planning a
design let's go if you're planning a usability test with two prototypes we
usability test with two prototypes we
usability test with two prototypes we can do several things one test each
can do several things one test each
can do several things one test each prototype independently with different
prototype independently with different
prototype independently with different participants or two test both prototypes
participants or two test both prototypes
participants or two test both prototypes with the same participant now if you're
with the same participant now if you're
with the same participant now if you're testing them independently this is
testing them independently this is
testing them independently this is something called between subjects design
something called between subjects design
something called between subjects design participants are seeing both prototypes
participants are seeing both prototypes
participants are seeing both prototypes this is called within subjects just for
this is called within subjects just for
this is called within subjects just for fun these I'm just going to I'm going to
fun these I'm just going to I'm going to
fun these I'm just going to I'm going to throw more jargoning confusion at you
throw more jargoning confusion at you
throw more jargoning confusion at you you know cuz I want you to suffer no I'm
you know cuz I want you to suffer no I'm
you know cuz I want you to suffer no I'm just kidding I'm just kidding I'm just
just kidding I'm just kidding I'm just
just kidding I'm just kidding I'm just kidding is because I want to prepare you
kidding is because I want to prepare you
kidding is because I want to prepare you for the real world which consists of
for the real world which consists of
for the real world which consists of people using way too many terms for the
people using way too many terms for the
people using way too many terms for the same thing and that's why you're taking
same thing and that's why you're taking
same thing and that's why you're taking this class so I can cut the BS so here
this class so I can cut the BS so here
this class so I can cut the BS so here it goes between subjects design is also
it goes between subjects design is also
it goes between subjects design is also known as between groups or independent
known as between groups or independent
known as between groups or independent measures within subjects is also known
measures within subjects is also known
measures within subjects is also known as within groups or repeated measures
as within groups or repeated measures
as within groups or repeated measures now for the purpose of this master class
now for the purpose of this master class
now for the purpose of this master class and honestly let's make the world a
and honestly let's make the world a
and honestly let's make the world a simpler place by using the same term I'm
simpler place by using the same term I'm
simpler place by using the same term I'm going to stick with using the words
going to stick with using the words
going to stick with using the words between and within subjects since
between and within subjects since
between and within subjects since they're dense words and people always
they're dense words and people always
they're dense words and people always get them mixed up like me I came up with
get them mixed up like me I came up with
get them mixed up like me I came up with some terrible analogies to help you
some terrible analogies to help you
some terrible analogies to help you remember what they which one's which for
remember what they which one's which for
remember what they which one's which for between subjects remember between
between subjects remember between
between subjects remember between subjects is when participant
subjects is when participant
subjects is when participant independently experience your conditions
independently experience your conditions
independently experience your conditions separately right let's say you have a
separately right let's say you have a
separately right let's say you have a two prototypes you know one person takes
two prototypes you know one person takes
two prototypes you know one person takes a prototype and another T person takes
a prototype and another T person takes
a prototype and another T person takes the other prototype each person does not
the other prototype each person does not
the other prototype each person does not see both so anyway within subject design
see both so anyway within subject design
see both so anyway within subject design I like to imagine a river that's in
I like to imagine a river that's in
I like to imagine a river that's in Between Two Lovers standing across from
Between Two Lovers standing across from
Between Two Lovers standing across from each other the lovers never interact
each other the lovers never interact
each other the lovers never interact because they're separated by a river
because they're separated by a river
because they're separated by a river that's in between them # sadstory # get
that's in between them # sadstory # get
that's in between them # sadstory # get better hashtags it I told you these are
better hashtags it I told you these are
better hashtags it I told you these are dumb now for within subjects design all
dumb now for within subjects design all
dumb now for within subjects design all right this is when participants
right this is when participants
right this is when participants experience multiple treatments or
experience multiple treatments or
experience multiple treatments or conditions or prototypes in that case
conditions or prototypes in that case
conditions or prototypes in that case imagine you have multiple superpowers
imagine you have multiple superpowers
imagine you have multiple superpowers within yourself which you all do you get
within yourself which you all do you get
within yourself which you all do you get to activate all of them That's The Power
to activate all of them That's The Power
to activate all of them That's The Power Within so go forth badass Z leader
Within so go forth badass Z leader
Within so go forth badass Z leader unleash all your powers with great power
unleash all your powers with great power
unleash all your powers with great power comes great
responsibility I hope it helps because I
responsibility I hope it helps because I always forget like all is between
always forget like all is between
always forget like all is between subjects the one where they do both or
subjects the one where they do both or
subjects the one where they do both or you anyway between subjects something
you anyway between subjects something
you anyway between subjects something comes in between them present prevents
comes in between them present prevents
comes in between them present prevents people from interacting with another
people from interacting with another
people from interacting with another thing within subjects you have multiple
thing within subjects you have multiple
thing within subjects you have multiple Powers within you you get to use them
Powers within you you get to use them
Powers within you you get to use them all okay so those are my analogies I
all okay so those are my analogies I
all okay so those are my analogies I don't know right if you can come up with
don't know right if you can come up with
don't know right if you can come up with a better way to remember I'm all for it
a better way to remember I'm all for it
a better way to remember I'm all for it uh Kevin um is one design better than
uh Kevin um is one design better than
uh Kevin um is one design better than the other as within subjects or between
the other as within subjects or between
the other as within subjects or between subjects better ah well I'm glad you
subjects better ah well I'm glad you
subjects better ah well I'm glad you asked Young pwan
anytime we ask if something's better
anytime we ask if something's better than another expect a conversation about
than another expect a conversation about
than another expect a conversation about pros and cons let's break it down then
pros and cons let's break it down then
pros and cons let's break it down then between subject studies the pros are
between subject studies the pros are
between subject studies the pros are there are no order effects learning or
there are no order effects learning or
there are no order effects learning or fatigue effects uh that may bias the
fatigue effects uh that may bias the
fatigue effects uh that may bias the second condition and what I mean by that
second condition and what I mean by that
second condition and what I mean by that is if you're doing a between subject
is if you're doing a between subject
is if you're doing a between subject that means participants are only seeing
that means participants are only seeing
that means participants are only seeing one
one
one variation and they only see one
variation and they only see one
variation and they only see one variation so they don't get tired you
variation so they don't get tired you
variation so they don't get tired you don't get any order effects order
don't get any order effects order
don't get any order effects order effects meaning one variation affects
effects meaning one variation affects
effects meaning one variation affects the perception of another since they're
the perception of another since they're
the perception of another since they're only seeing one you don't get that uh
only seeing one you don't get that uh
only seeing one you don't get that uh shorter sessions that's another Pro
shorter sessions that's another Pro
shorter sessions that's another Pro because people only see one third
because people only see one third
because people only see one third between subject studies are kind of
between subject studies are kind of
between subject studies are kind of easier to set up cuz you only have to
easier to set up cuz you only have to
easier to set up cuz you only have to set up one thing you don't have to worry
set up one thing you don't have to worry
set up one thing you don't have to worry about order effects now the cons of
about order effects now the cons of
about order effects now the cons of between subjects are that you may need a
between subjects are that you may need a
between subjects are that you may need a larger sample size because participants
larger sample size because participants
larger sample size because participants only see one condition if you want
only see one condition if you want
only see one condition if you want enough power or statistical significance
enough power or statistical significance
enough power or statistical significance to compare these two groups if multiple
to compare these two groups if multiple
to compare these two groups if multiple variations then you need a larger sample
variations then you need a larger sample
variations then you need a larger sample size uh another con is that there may be
size uh another con is that there may be
size uh another con is that there may be individual differences that may affect
individual differences that may affect
individual differences that may affect the result of course there's always
the result of course there's always
the result of course there's always individual differences but there they
individual differences but there they
individual differences but there they may be a little bit more pronounced when
may be a little bit more pronounced when
may be a little bit more pronounced when you're comparing one variation to
you're comparing one variation to
you're comparing one variation to another since we identified the con of
another since we identified the con of
another since we identified the con of between subjects there are ways around
between subjects there are ways around
between subjects there are ways around those cons the best way to resolve the
those cons the best way to resolve the
those cons the best way to resolve the cons is randomly assigning participants
cons is randomly assigning participants
cons is randomly assigning participants to your conditions okay so let's say you
to your conditions okay so let's say you
to your conditions okay so let's say you have two prototypes you just randomly
have two prototypes you just randomly
have two prototypes you just randomly assign your participants to either
assign your participants to either
assign your participants to either version a or version B randomly assign
version a or version B randomly assign
version a or version B randomly assign them because now those individual
them because now those individual
them because now those individual differences are not the result of the
differences are not the result of the
differences are not the result of the condition but you since you randomly
condition but you since you randomly
condition but you since you randomly assigned them so let's talk about the
assigned them so let's talk about the
assigned them so let's talk about the pros and cons of within subject studies
pros and cons of within subject studies
pros and cons of within subject studies for within subject designs the pros are
for within subject designs the pros are
for within subject designs the pros are that individual differences are reduced
that individual differences are reduced
that individual differences are reduced because the same participant is seeing
because the same participant is seeing
because the same participant is seeing all the versions okay so if one person's
all the versions okay so if one person's
all the versions okay so if one person's really really interesting with one
really really interesting with one
really really interesting with one variation you can see their behavior
variation you can see their behavior
variation you can see their behavior reflected with all of the variations so
reflected with all of the variations so
reflected with all of the variations so the individual differences aren't as
the individual differences aren't as
the individual differences aren't as within subject's designs another Pro is
within subject's designs another Pro is
within subject's designs another Pro is that you don't need as large of a sample
that you don't need as large of a sample
that you don't need as large of a sample size because they get to see all
size because they get to see all
size because they get to see all conditions right you don't have to pay
conditions right you don't have to pay
conditions right you don't have to pay more people to see the variations you
more people to see the variations you
more people to see the variations you can just pay fewer people to see all the
can just pay fewer people to see all the
can just pay fewer people to see all the variations random noise is reduced it
variations random noise is reduced it
variations random noise is reduced it kind of related to individual
kind of related to individual
kind of related to individual differences as finally you can compare
differences as finally you can compare
differences as finally you can compare data within the designs okay that's one
data within the designs okay that's one
data within the designs okay that's one thing you cannot do with between
thing you cannot do with between
thing you cannot do with between subjects is
subjects is
subjects is that you can
that you can
that you can compare get comparison data right with
compare get comparison data right with
compare get comparison data right with within subjects participants get to see
within subjects participants get to see
within subjects participants get to see more versions naturally they're going to
more versions naturally they're going to
more versions naturally they're going to be like well compared to this one it's
be like well compared to this one it's
be like well compared to this one it's blah blah blah in between subjects
blah blah blah in between subjects
blah blah blah in between subjects participants only see one version they
participants only see one version they
participants only see one version they have nothing to compare it to so you
have nothing to compare it to so you
have nothing to compare it to so you have no comparison data so those are
have no comparison data so those are
have no comparison data so those are pros of within subjects the
pros of within subjects the
pros of within subjects the cons okay there's always pros and cons
cons okay there's always pros and cons
cons okay there's always pros and cons since you have to you there's no way a
since you have to you there's no way a
since you have to you there's no way a participant is physically able to see
participant is physically able to see
participant is physically able to see all variations without being affected by
all variations without being affected by
all variations without being affected by a different one okay and the way you
a different one okay and the way you
a different one okay and the way you present the order in which you present
present the order in which you present
present the order in which you present them may bias participants so you see
them may bias participants so you see
them may bias participants so you see version a and then they see version B
version a and then they see version B
version a and then they see version B they're going to compare it to version a
they're going to compare it to version a
they're going to compare it to version a so this is known as order effects the
so this is known as order effects the
so this is known as order effects the order of the conditions can and they may
order of the conditions can and they may
order of the conditions can and they may affect their
affect their
affect their behavior the performance Also may be
behavior the performance Also may be
behavior the performance Also may be better because either you know so order
better because either you know so order
better because either you know so order effects can come in many
effects can come in many
effects can come in many uh flavors okay it could be fatigue
uh flavors okay it could be fatigue
uh flavors okay it could be fatigue right I'm seeing one version two version
right I'm seeing one version two version
right I'm seeing one version two version three version so on I'm going to get
three version so on I'm going to get
three version so on I'm going to get tired and maybe by the fifth version I
tired and maybe by the fifth version I
tired and maybe by the fifth version I don't want to do this anymore I'm bored
don't want to do this anymore I'm bored
don't want to do this anymore I'm bored I don't want to St anymore right another
I don't want to St anymore right another
I don't want to St anymore right another thing that another order effect flavor
thing that another order effect flavor
thing that another order effect flavor is that maybe by the fifth version they
is that maybe by the fifth version they
is that maybe by the fifth version they get really good at the task that you
get really good at the task that you
get really good at the task that you presented them for example they've
presented them for example they've
presented them for example they've gotten practice by them they could be
gotten practice by them they could be
gotten practice by them they could be fatigued they could get better they
fatigued they could get better they
fatigued they could get better they could be tired so all of these are
could be tired so all of these are
could be tired so all of these are related to order effects and that's one
related to order effects and that's one
related to order effects and that's one major con to the within subjects design
major con to the within subjects design
major con to the within subjects design however like I mentioned with any con
however like I mentioned with any con
however like I mentioned with any con there are
there are
there are workarounds right that's nice to know in
workarounds right that's nice to know in
workarounds right that's nice to know in life when they're when going gets tough
life when they're when going gets tough
life when they're when going gets tough there's always a way now the way around
there's always a way now the way around
there's always a way now the way around that con for within subjects is
that con for within subjects is
that con for within subjects is something called counterbalancing we can
something called counterbalancing we can
something called counterbalancing we can counterbalance the order that
counterbalance the order that
counterbalance the order that participants see a particular design
participants see a particular design
participants see a particular design counterbalancing if you've never heard
counterbalancing if you've never heard
counterbalancing if you've never heard of this word that's all right we're
of this word that's all right we're
of this word that's all right we're going to talk about it in the next
going to talk about it in the next
going to talk about it in the next lesson all righty
lesson all righty
lesson all righty then so as you can see to answer your
then so as you can see to answer your
then so as you can see to answer your question little pada on neither design
question little pada on neither design
question little pada on neither design is better than the other because it
is better than the other because it
is better than the other because it depends on what your goals are it's
depends on what your goals are it's
depends on what your goals are it's great that there are ways to resolve the
great that there are ways to resolve the
great that there are ways to resolve the issues with both experimental designs
issues with both experimental designs
issues with both experimental designs but what the heck is randomization
but what the heck is randomization
but what the heck is randomization what's character balancing another great
what's character balancing another great
what's character balancing another great question lovely Padawan researcher see
question lovely Padawan researcher see
question lovely Padawan researcher see there's so much to think about when
there's so much to think about when
there's so much to think about when planning research right oh what are we
planning research right oh what are we
planning research right oh what are we measuring what are we manipulating do I
measuring what are we manipulating do I
measuring what are we manipulating do I get comparison data or do I want
get comparison data or do I want
get comparison data or do I want to have task times do I want to focus on
to have task times do I want to focus on
to have task times do I want to focus on one variation do I want them to see all
one variation do I want them to see all
one variation do I want them to see all variations and if I want them to see all
variations and if I want them to see all
variations and if I want them to see all variations how do I get rid of that
variations how do I get rid of that
variations how do I get rid of that order effect please stop this is the
order effect please stop this is the
order effect please stop this is the rigor that goes into research planning
rigor that goes into research planning
rigor that goes into research planning and y'all are on the way to being badass
and y'all are on the way to being badass
and y'all are on the way to being badass ux researchers by knowing this so with
ux researchers by knowing this so with
ux researchers by knowing this so with that let's dive into counterbalancing
that let's dive into counterbalancing
that let's dive into counterbalancing and randomization if we have eight
and randomization if we have eight
and randomization if we have eight participants and three prototypes we
participants and three prototypes we
participants and three prototypes we can't just show the Prototype types in
can't just show the Prototype types in
can't just show the Prototype types in the same order for everyone we can't if
the same order for everyone we can't if
the same order for everyone we can't if everybody sees version one first that
everybody sees version one first that
everybody sees version one first that will introduce order effects and affect
will introduce order effects and affect
will introduce order effects and affect the validity of our results because
the validity of our results because
the validity of our results because maybe version one affects how a user
maybe version one affects how a user
maybe version one affects how a user uses version two and so on or maybe
uses version two and so on or maybe
uses version two and so on or maybe people just get tired over time and
people just get tired over time and
people just get tired over time and perform worse on version 3 whatever the
perform worse on version 3 whatever the
perform worse on version 3 whatever the reason for order effects we must
reason for order effects we must
reason for order effects we must consider this order effect in which you
consider this order effect in which you
consider this order effect in which you show something to participants now to
show something to participants now to
show something to participants now to reduce order effects and influence of
reduce order effects and influence of
reduce order effects and influence of these extraneous variables it's another
these extraneous variables it's another
these extraneous variables it's another vocab word I want you to look up
vocab word I want you to look up
vocab word I want you to look up extraneous variables so to reduce these
extraneous variables so to reduce these
extraneous variables so to reduce these order effects we can do something called
order effects we can do something called
order effects we can do something called counterbalancing or randomization of the
counterbalancing or randomization of the
counterbalancing or randomization of the order in which we show the stimulus it's
order in which we show the stimulus it's
order in which we show the stimulus it's really easy when you have two stimuli or
really easy when you have two stimuli or
really easy when you have two stimuli or designs okay let's start with that
designs okay let's start with that
designs okay let's start with that example two designs let's do it for
example two designs let's do it for
example two designs let's do it for participant one actually let me use
participant one actually let me use
participant one actually let me use these little
buddies it's really easy if you have two
buddies it's really easy if you have two stimuli or designs let's call them A and
stimuli or designs let's call them A and
stimuli or designs let's call them A and B and let's say we have six participants
B and let's say we have six participants
B and let's say we have six participants here okay so A and B for participant one
here okay so A and B for participant one
here okay so A and B for participant one we can show design
we can show design
we can show design a and then
a and then
a and then B okay so pretty easy right for second
B okay so pretty easy right for second
B okay so pretty easy right for second participant we could just switch up the
participant we could just switch up the
participant we could just switch up the order B first and and then a participant
order B first and and then a participant
order B first and and then a participant 3 switch the order you know switch it
3 switch the order you know switch it
3 switch the order you know switch it back easy peasy lemon squeezy all right
back easy peasy lemon squeezy all right
back easy peasy lemon squeezy all right so that's pretty easy two designs just
so that's pretty easy two designs just
so that's pretty easy two designs just switch them back and forth or you could
switch them back and forth or you could
switch them back and forth or you could even do this ab ab a and for these
even do this ab ab a and for these
even do this ab ab a and for these participants ba a ba a ba uh in
participants ba a ba a ba uh in
participants ba a ba a ba uh in Practical terms I would switch them up
Practical terms I would switch them up
Practical terms I would switch them up every participants just because you know
every participants just because you know
every participants just because you know maybe you do a and b first day of your
maybe you do a and b first day of your
maybe you do a and b first day of your of your study and then see BNA for the
of your study and then see BNA for the
of your study and then see BNA for the second day I'd like to see a low
second day I'd like to see a low
second day I'd like to see a low variation of both just so I could tell
variation of both just so I could tell
variation of both just so I could tell my stakeholders or at least share of my
my stakeholders or at least share of my
my stakeholders or at least share of my St colors hey there's some interesting
St colors hey there's some interesting
St colors hey there's some interesting things and it has nothing to do with the
things and it has nothing to do with the
things and it has nothing to do with the order effects but it doesn't really
order effects but it doesn't really
order effects but it doesn't really matter as long as the end of the study
matter as long as the end of the study
matter as long as the end of the study you got both
you got both
you got both counterbalances now two designs two
counterbalances now two designs two
counterbalances now two designs two stimuli very easy right just switch it
stimuli very easy right just switch it
stimuli very easy right just switch it up but what if you had three designs a b
up but what if you had three designs a b
up but what if you had three designs a b and c so participant one easy right
and c so participant one easy right
and c so participant one easy right design a design B then design C
design a design B then design C
design a design B then design C only it's getting harder you see right
only it's getting harder you see right
only it's getting harder you see right ABC Now what order should participant to
ABC Now what order should participant to
ABC Now what order should participant to be Pur two what order should that be H
be Pur two what order should that be H
be Pur two what order should that be H well we could do design B first move
well we could do design B first move
well we could do design B first move this to the
this to the
this to the top yeah this is hard
[Music]
[Music] and then see and then a to the last one
and then see and then a to the last one
and then see and then a to the last one yeah this works what would you do for
yeah this works what would you do for
yeah this works what would you do for third participant okay o yeah how about
third participant okay o yeah how about
third participant okay o yeah how about this we can move the orders up again
this we can move the orders up again
this we can move the orders up again design
C then
C then a then B
a then B
a then B whoa now what about the fourth
whoa now what about the fourth
whoa now what about the fourth participant M how about we start
participant M how about we start
participant M how about we start over with
over with
over with ABC that makes sense right and if we
ABC that makes sense right and if we
ABC that makes sense right and if we repeat the treatment orders like this
repeat the treatment orders like this
repeat the treatment orders like this ABC BCA cab and then restart this is
ABC BCA cab and then restart this is
ABC BCA cab and then restart this is what's known as the Latin Square
what's known as the Latin Square
what's known as the Latin Square design but we want to avoid the Latin
design but we want to avoid the Latin
design but we want to avoid the Latin Square why is that here's the problem
Square why is that here's the problem
Square why is that here's the problem with the ltin square a always comes
with the ltin square a always comes
with the ltin square a always comes before B and B always comes before c and
before B and B always comes before c and
before B and B always comes before c and so on so inherently the Latin Square
so on so inherently the Latin Square
so on so inherently the Latin Square still has order effects so what do we do
still has order effects so what do we do
still has order effects so what do we do instead let's do some quick maths we're
instead let's do some quick maths we're
instead let's do some quick maths we're going to do some factorial combinations
going to do some factorial combinations
going to do some factorial combinations here 2+ 2 is 4- 1 that's please ignore
here 2+ 2 is 4- 1 that's please ignore
here 2+ 2 is 4- 1 that's please ignore the old markers because I haven't used
the old markers because I haven't used
the old markers because I haven't used this in a while and it's all solidified
this in a while and it's all solidified
this in a while and it's all solidified on there so for n number of
on there so for n number of
on there so for n number of prototypes we find out how many possible
prototypes we find out how many possible
prototypes we find out how many possible order combinations there could be this
order combinations there could be this
order combinations there could be this is called
n n fact n
n n fact n factorial so the factorial this
factorial so the factorial this
factorial so the factorial this exclamation mark just means you're going
exclamation mark just means you're going
exclamation mark just means you're going to multiply all the the numbers with
to multiply all the the numbers with
to multiply all the the numbers with that digit so for example if you have
that digit so for example if you have
that digit so for example if you have three factorial it's 1 * 2 * 3 this
three factorial it's 1 * 2 * 3 this
three factorial it's 1 * 2 * 3 this gives us 6 six possible
gives us 6 six possible
gives us 6 six possible combinations for having three prototypes
combinations for having three prototypes
combinations for having three prototypes so easy okay right so let's let's try
so easy okay right so let's let's try
so easy okay right so let's let's try that a b c b c a c a b we did this
that a b c b c a c a b we did this
that a b c b c a c a b we did this before now what are the other three
before now what are the other three
before now what are the other three because the factorial only tells you how
because the factorial only tells you how
because the factorial only tells you how many possible combinations there are but
many possible combinations there are but
many possible combinations there are but it doesn't actually tell you what the
it doesn't actually tell you what the
it doesn't actually tell you what the combinations actually are so let's try
combinations actually are so let's try
combinations actually are so let's try this AB BC BC a c a b a CB let's switch
this AB BC BC a c a b a CB let's switch
this AB BC BC a c a b a CB let's switch these around uh B A
these around uh B A
these around uh B A C and C B A and those are the six
C and C B A and those are the six
C and C B A and those are the six possible combinations that you can have
possible combinations that you can have
possible combinations that you can have if you had three prototypes let's try it
if you had three prototypes let's try it
if you had three prototypes let's try it with four I'm not I don't think I could
with four I'm not I don't think I could
with four I'm not I don't think I could write every one of them out but four
write every one of them out but four
write every one of them out but four Time
Time
Time 4 this gives us
4 this gives us
4 this gives us 24 24 combinations now I ain't got time
24 24 combinations now I ain't got time
24 24 combinations now I ain't got time to write out 24 of these combinations we
to write out 24 of these combinations we
to write out 24 of these combinations we got the first six if you want to find
got the first six if you want to find
got the first six if you want to find out the other 18 be my guess but the
out the other 18 be my guess but the
out the other 18 be my guess but the good thing is you probably won't be
good thing is you probably won't be
good thing is you probably won't be testing with 24 participants nor should
testing with 24 participants nor should
testing with 24 participants nor should you be testing with four prototypes
you be testing with four prototypes
you be testing with four prototypes anyway and honestly whenever I do
anyway and honestly whenever I do
anyway and honestly whenever I do prototype testing I always ask my
prototype testing I always ask my
prototype testing I always ask my stakeholders to limit their choice
stakeholders to limit their choice
stakeholders to limit their choice down to three maximum now if you want to
down to three maximum now if you want to
down to three maximum now if you want to pseudo randomize assigning people to
pseudo randomize assigning people to
pseudo randomize assigning people to your conditions here are the steps to do
your conditions here are the steps to do
your conditions here are the steps to do so first is to find out n factorial to
so first is to find out n factorial to
so first is to find out n factorial to find out how many order combinations you
find out how many order combinations you
find out how many order combinations you have then you write down the
have then you write down the
have then you write down the combinations and at three randomly
combinations and at three randomly
combinations and at three randomly assign an order to your participants I
assign an order to your participants I
assign an order to your participants I call it pseudo random because we still
call it pseudo random because we still
call it pseudo random because we still have some power over it it's not true
have some power over it it's not true
have some power over it it's not true random that's more like a um you if you
random that's more like a um you if you
random that's more like a um you if you majored in math you'll know what true
majored in math you'll know what true
majored in math you'll know what true random means uh to find a random number
random means uh to find a random number
random means uh to find a random number you can use a function in Google Sheets
you can use a function in Google Sheets
you can use a function in Google Sheets with this formula equals Rand between
with this formula equals Rand between
with this formula equals Rand between your low number and your high number
your low number and your high number
your low number and your high number your low is one and the high is in
your low is one and the high is in
your low is one and the high is in factorial Stanford University 1971 were
factorial Stanford University 1971 were
factorial Stanford University 1971 were one of the most notorious experence in
one of the most notorious experence in
one of the most notorious experence in modern psychology took place Professor
modern psychology took place Professor
modern psychology took place Professor Philip zimbardo attempted to study the
Philip zimbardo attempted to study the
Philip zimbardo attempted to study the effects of perceived power between
effects of perceived power between
effects of perceived power between prison guards and prisoners but really
prison guards and prisoners but really
prison guards and prisoners but really the overarching question was does the
the overarching question was does the
the overarching question was does the external situation outside of your
external situation outside of your
external situation outside of your control dictate your behavior or do the
control dictate your behavior or do the
control dictate your behavior or do the intrinsic morals of your being allow you
intrinsic morals of your being allow you
intrinsic morals of your being allow you to rise above those negative
to rise above those negative
to rise above those negative environments what happens when you place
environments what happens when you place
environments what happens when you place somebody in a place of power so college
somebody in a place of power so college
somebody in a place of power so college student participants were randomly
student participants were randomly
student participants were randomly assigned to be either a prison guard or
assigned to be either a prison guard or
assigned to be either a prison guard or prisoner and for the next 14 days the
prisoner and for the next 14 days the
prisoner and for the next 14 days the guards and the prisoners would assume
guards and the prisoners would assume
guards and the prisoners would assume their roles unsure of the impact that
their roles unsure of the impact that
their roles unsure of the impact that the study would have on their psych
the study would have on their psych
the study would have on their psych later the prisoners were made to do
later the prisoners were made to do
later the prisoners were made to do push-ups they were beaten they
push-ups they were beaten they
push-ups they were beaten they humiliated and other psychological
humiliated and other psychological
humiliated and other psychological torture guards would do this naturally
torture guards would do this naturally
torture guards would do this naturally or by the instruction from zimbardo yes
or by the instruction from zimbardo yes
or by the instruction from zimbardo yes the professor the scientist actually
the professor the scientist actually
the professor the scientist actually intervened and instructed the guards to
intervened and instructed the guards to
intervened and instructed the guards to amp up their harshness so if theand
amp up their harshness so if theand
amp up their harshness so if theand characteristics were a thing it would be
characteristics were a thing it would be
characteristics were a thing it would be this study a few days into the study the
this study a few days into the study the
this study a few days into the study the prisoner participants would demand to
prisoner participants would demand to
prisoner participants would demand to withdraw from the study but they weren't
withdraw from the study but they weren't
withdraw from the study but they weren't allowed to what started off as a study
allowed to what started off as a study
allowed to what started off as a study began to muddle into the unknown even
began to muddle into the unknown even
began to muddle into the unknown even the professor didn't see what was
the professor didn't see what was
the professor didn't see what was happening a study that was supposed to
happening a study that was supposed to
happening a study that was supposed to go for 14 days stopped just after 6 and
go for 14 days stopped just after 6 and
go for 14 days stopped just after 6 and that's only because zaro's wife told him
that's only because zaro's wife told him
that's only because zaro's wife told him to stop fun fact I ran into zimbardo in
to stop fun fact I ran into zimbardo in
to stop fun fact I ran into zimbardo in the Stanford restroom before I didn't
the Stanford restroom before I didn't
the Stanford restroom before I didn't talk to him in there or anything just 10
talk to him in there or anything just 10
talk to him in there or anything just 10 years earlier in 1961 a Yale
years earlier in 1961 a Yale
years earlier in 1961 a Yale psychologist named Stanley mgrm
psychologist named Stanley mgrm
psychologist named Stanley mgrm conducted another notorious study what
conducted another notorious study what
conducted another notorious study what would be known as the mgrm experiment so
would be known as the mgrm experiment so
would be known as the mgrm experiment so he wanted to study to the extent to
he wanted to study to the extent to
he wanted to study to the extent to which people would obey Authority the
which people would obey Authority the
which people would obey Authority the experimenter was sit in a room with the
experimenter was sit in a room with the
experimenter was sit in a room with the participant while a fake test subject
participant while a fake test subject
participant while a fake test subject sat in another room separated by a wall
sat in another room separated by a wall
sat in another room separated by a wall now the fake test subject was someone
now the fake test subject was someone
now the fake test subject was someone who was in on the study the participant
who was in on the study the participant
who was in on the study the participant was told that they would have to shock
was told that they would have to shock
was told that they would have to shock the student as they answered quiz
the student as they answered quiz
the student as they answered quiz questions now the student or the fake
questions now the student or the fake
questions now the student or the fake test subject would pretend to answer
test subject would pretend to answer
test subject would pretend to answer quiz questions wrong in which case the
quiz questions wrong in which case the
quiz questions wrong in which case the participant was told to shock them and
participant was told to shock them and
participant was told to shock them and they would have to increase the voltage
they would have to increase the voltage
they would have to increase the voltage the more they got wrong and the test
the more they got wrong and the test
the more they got wrong and the test subject on the other side of the wall
subject on the other side of the wall
subject on the other side of the wall was instructed to scream Now The Scream
was instructed to scream Now The Scream
was instructed to scream Now The Scream were fake because the test subject was
were fake because the test subject was
were fake because the test subject was just pretending to feel the pain but the
just pretending to feel the pain but the
just pretending to feel the pain but the participant didn't know that they
participant didn't know that they
participant didn't know that they thought they were actually shocking
thought they were actually shocking
thought they were actually shocking people and they would question the
people and they would question the
people and they would question the researcher they would want to stop but
researcher they would want to stop but
researcher they would want to stop but the researcher would urge them to keep
the researcher would urge them to keep
the researcher would urge them to keep going sometimes keep shocking them
going sometimes keep shocking them
going sometimes keep shocking them sometimes administering fatal levels of
sometimes administering fatal levels of
sometimes administering fatal levels of electricity to the point where the test
electricity to the point where the test
electricity to the point where the test subject would stop screaming so the
subject would stop screaming so the
subject would stop screaming so the participant thought they passed out or
participant thought they passed out or
participant thought they passed out or worse so why do I share these two
worse so why do I share these two
worse so why do I share these two stories with you well because in the
stories with you well because in the
stories with you well because in the first study participants wanted to stop
first study participants wanted to stop
first study participants wanted to stop but they weren't allowed to and the
but they weren't allowed to and the
but they weren't allowed to and the participants were not debriefed until
participants were not debriefed until
participants were not debriefed until years after the experiment was finished
years after the experiment was finished
years after the experiment was finished there's a lack of informed consent
there's a lack of informed consent
there's a lack of informed consent because they didn't know what was
because they didn't know what was
because they didn't know what was involved in the study and finally there
involved in the study and finally there
involved in the study and finally there were theand characteristics where guards
were theand characteristics where guards
were theand characteristics where guards would act the way that the researcher
would act the way that the researcher
would act the way that the researcher wanted them to act which ain't badass
wanted them to act which ain't badass
wanted them to act which ain't badass research to me that's just bad research
research to me that's just bad research
research to me that's just bad research in the second experiment the milor
in the second experiment the milor
in the second experiment the milor experiment participants were exposed to
experiment participants were exposed to
experiment participants were exposed to extreme emotional stress and inflicted
extreme emotional stress and inflicted
extreme emotional stress and inflicted Insight where a participant realizes a
Insight where a participant realizes a
Insight where a participant realizes a deep flaw about themselves and despite f
deep flaw about themselves and despite f
deep flaw about themselves and despite f informed consent the experimenter didn't
informed consent the experimenter didn't
informed consent the experimenter didn't ensure the well-being of the
ensure the well-being of the
ensure the well-being of the participants I'll leave you with one
participants I'll leave you with one
participants I'll leave you with one more example that was a bit more recent
more example that was a bit more recent
more example that was a bit more recent in 2014 Facebook ran a massive
in 2014 Facebook ran a massive
in 2014 Facebook ran a massive psychological experiment on 700,000
psychological experiment on 700,000
psychological experiment on 700,000 users without them knowing they
users without them knowing they
users without them knowing they manipulated people's news feeds to
manipulated people's news feeds to
manipulated people's news feeds to either contain more or less negative
either contain more or less negative
either contain more or less negative content and assess whether that affects
content and assess whether that affects
content and assess whether that affects people's emotions any lab could tell you
people's emotions any lab could tell you
people's emotions any lab could tell you that oh duh of course it does why do you
that oh duh of course it does why do you
that oh duh of course it does why do you need to run a study to find this just do
need to run a study to find this just do
need to run a study to find this just do some secondary research like what was
some secondary research like what was
some secondary research like what was the point of this study anyway these
the point of this study anyway these
the point of this study anyway these stories show the Dark Side of research
stories show the Dark Side of research
stories show the Dark Side of research and how it should not be done we must
and how it should not be done we must
and how it should not be done we must learn to recognize what is bad research
learn to recognize what is bad research
learn to recognize what is bad research not just protect ourselves but our team
not just protect ourselves but our team
not just protect ourselves but our team our company and above all our users
our company and above all our users
our company and above all our users let's learn how to keep our users safe
let's learn how to keep our users safe
let's learn how to keep our users safe and secure by conducting research
and secure by conducting research
and secure by conducting research responsibly ethics are a set of moral
responsibly ethics are a set of moral
responsibly ethics are a set of moral principles to help us function for the
principles to help us function for the
principles to help us function for the greater good of society and in the case
greater good of society and in the case
greater good of society and in the case of 's research the safety and well-being
of 's research the safety and well-being
of 's research the safety and well-being of our customers we're the Jedi of the X
of our customers we're the Jedi of the X
of our customers we're the Jedi of the X Universe with the force of
good I couldn't find a lightsaber so
good I couldn't find a lightsaber so this is it why do we need ethics though
this is it why do we need ethics though
this is it why do we need ethics though apart from defeating an ethical Sith
apart from defeating an ethical Sith
apart from defeating an ethical Sith Lords to promote Truth by prohibiting
Lords to promote Truth by prohibiting
Lords to promote Truth by prohibiting the falsifying or misrepresentation of
the falsifying or misrepresentation of
the falsifying or misrepresentation of data uphold respect Health well-being
data uphold respect Health well-being
data uphold respect Health well-being and safety of people and uh to protect
and safety of people and uh to protect
and safety of people and uh to protect your ass your company's ass and our
your ass your company's ass and our
your ass your company's ass and our users entire being if you come from
users entire being if you come from
users entire being if you come from academic research you'll be familiar
academic research you'll be familiar
academic research you'll be familiar with the institutional review board or
with the institutional review board or
with the institutional review board or IRB biomedical human behavior research
IRB biomedical human behavior research
IRB biomedical human behavior research and Academia irbs exist to ensure
and Academia irbs exist to ensure
and Academia irbs exist to ensure research methods are ethical their job
research methods are ethical their job
research methods are ethical their job is to analyze the risk benefit of
is to analyze the risk benefit of
is to analyze the risk benefit of studies and determine what to approve or
studies and determine what to approve or
studies and determine what to approve or reject they make sure appropriate steps
reject they make sure appropriate steps
reject they make sure appropriate steps are taken to protect the rights and
are taken to protect the rights and
are taken to protect the rights and Welfare of human participants many
Welfare of human participants many
Welfare of human participants many people ask what resources there are to
people ask what resources there are to
people ask what resources there are to learn about research ethics and unless
learn about research ethics and unless
learn about research ethics and unless they come from a us like a academic
they come from a us like a academic
they come from a us like a academic research background most ux researchers
research background most ux researchers
research background most ux researchers don't know because nobody teaches this
don't know because nobody teaches this
don't know because nobody teaches this stuff so I'm going to teach you some
stuff so I'm going to teach you some
stuff so I'm going to teach you some today the Belmont report 1974 was
today the Belmont report 1974 was
today the Belmont report 1974 was created because of an Infamous study
created because of an Infamous study
created because of an Infamous study called the Tuskegee syphilis experiment
called the Tuskegee syphilis experiment
called the Tuskegee syphilis experiment which involved recruiting black
which involved recruiting black
which involved recruiting black Americans to study syphus and test out
Americans to study syphus and test out
Americans to study syphus and test out different treatments on them it was a
different treatments on them it was a
different treatments on them it was a cruel study and it's the reason why we
cruel study and it's the reason why we
cruel study and it's the reason why we have strict ethical principles for
have strict ethical principles for
have strict ethical principles for research today the Belmont report would
research today the Belmont report would
research today the Belmont report would eventually be replaced by the American
eventually be replaced by the American
eventually be replaced by the American Psychological association's ethical
Psychological association's ethical
Psychological association's ethical principles of Psych logical and code of
principles of Psych logical and code of
principles of Psych logical and code of conduct oh my goodness oh my goodness
conduct oh my goodness oh my goodness
conduct oh my goodness oh my goodness long name I know and in summary there
long name I know and in summary there
long name I know and in summary there are five golden rules respect for
are five golden rules respect for
are five golden rules respect for personas beneficence justice Fidelity
personas beneficence justice Fidelity
personas beneficence justice Fidelity and responsibility Integrity so let's
and responsibility Integrity so let's
and responsibility Integrity so let's talk about each one respect for personas
talk about each one respect for personas
talk about each one respect for personas means we protect the autonomy of all
means we protect the autonomy of all
means we protect the autonomy of all people and treat them with courtesy and
people and treat them with courtesy and
people and treat them with courtesy and respect and allowing inform form consent
respect and allowing inform form consent
respect and allowing inform form consent we must be truthful and debrief
we must be truthful and debrief
we must be truthful and debrief participants if we ever use deception
participants if we ever use deception
participants if we ever use deception beneficence means Do no harm while
beneficence means Do no harm while
beneficence means Do no harm while maximizing ing benefits for the research
maximizing ing benefits for the research
maximizing ing benefits for the research project and minimizing risk to the
project and minimizing risk to the
project and minimizing risk to the participant Justice means we ensure
participant Justice means we ensure
participant Justice means we ensure reasonable non- exploitative and
reasonable non- exploitative and
reasonable non- exploitative and well-considered research procedures that
well-considered research procedures that
well-considered research procedures that are administered fairly and equally the
are administered fairly and equally the
are administered fairly and equally the fair distribution of costs and benefits
fair distribution of costs and benefits
fair distribution of costs and benefits to potential participants Fidelity and
to potential participants Fidelity and
to potential participants Fidelity and responsibility refers to establishing
responsibility refers to establishing
responsibility refers to establishing trust for the study and taking
trust for the study and taking
trust for the study and taking responsibility for any repercussions
responsibility for any repercussions
responsibility for any repercussions that may occur and last but not least
that may occur and last but not least
that may occur and last but not least Integrity I've had a manager who used to
Integrity I've had a manager who used to
Integrity I've had a manager who used to emit bad data to make self look good
emit bad data to make self look good
emit bad data to make self look good well all that does is hurt the users in
well all that does is hurt the users in
well all that does is hurt the users in the end I'm
the end I'm
the end I'm sorry oh that's okay I think I kind of
sorry oh that's okay I think I kind of
sorry oh that's okay I think I kind of had that coming don't be like her ensure
had that coming don't be like her ensure
had that coming don't be like her ensure honesty and accuracy with all your
honesty and accuracy with all your
honesty and accuracy with all your activities is not about you it's about
activities is not about you it's about
activities is not about you it's about your stakeholders it's about the users
your stakeholders it's about the users
your stakeholders it's about the users which again I mentioned again and again
which again I mentioned again and again
which again I mentioned again and again without users we don't have a
business so we better be good to them we
business so we better be good to them we must follow these guidelines this isn't
must follow these guidelines this isn't
must follow these guidelines this isn't a choice we have to this maybe new to
a choice we have to this maybe new to
a choice we have to this maybe new to some of you so keep this close print
some of you so keep this close print
some of you so keep this close print this out and frame it on your wall
this out and frame it on your wall
this out and frame it on your wall That's how important this is and I just
That's how important this is and I just
That's how important this is and I just hope more ux researchers will treat this
hope more ux researchers will treat this
hope more ux researchers will treat this as part of the Core Curriculum of being
as part of the Core Curriculum of being
as part of the Core Curriculum of being a
a
a [Music]
[Music]
[Music] researcher impact you probably heard
researcher impact you probably heard
researcher impact you probably heard this term a bajillion times take a shot
this term a bajillion times take a shot
this term a bajillion times take a shot every time you hear the word impact
every time you hear the word impact
every time you hear the word impact makes for a great ux research conference
makes for a great ux research conference
makes for a great ux research conference topic because feels like every ux
topic because feels like every ux
topic because feels like every ux conference has at least one speaker
conference has at least one speaker
conference has at least one speaker talking about ux impact so ux research
talking about ux impact so ux research
talking about ux impact so ux research teams produce a lot of insights
teams produce a lot of insights
teams produce a lot of insights recommendations and opportunities
recommendations and opportunities
recommendations and opportunities tracking how those insights and
tracking how those insights and
tracking how those insights and recommendations made an impact can be a
recommendations made an impact can be a
recommendations made an impact can be a bit challenging to give you an example
bit challenging to give you an example
bit challenging to give you an example not too long ago I had some really good
not too long ago I had some really good
not too long ago I had some really good research for my team but got switched to
research for my team but got switched to
research for my team but got switched to a different team to do a reorg
a different team to do a reorg
a different team to do a reorg reorganization of the team a few months
reorganization of the team a few months
reorganization of the team a few months later
later
later my previous teammate messaged me and
my previous teammate messaged me and
my previous teammate messaged me and said hey that research that you did
said hey that research that you did
said hey that research that you did increased our metrics on all fronts
increased our metrics on all fronts
increased our metrics on all fronts conversions signups Etc it was great
conversions signups Etc it was great
conversions signups Etc it was great news but I wouldn't have known about it
news but I wouldn't have known about it
news but I wouldn't have known about it unless my teammate messaged me about it
unless my teammate messaged me about it
unless my teammate messaged me about it because I switched teams so in this
because I switched teams so in this
because I switched teams so in this module we're going to talk about what
module we're going to talk about what
module we're going to talk about what impact is what to measure how to measure
impact is what to measure how to measure
impact is what to measure how to measure it and the reasons why sometimes
it and the reasons why sometimes
it and the reasons why sometimes research doesn't always lead to impact
research doesn't always lead to impact
research doesn't always lead to impact and how to overcome those so let's begin
and how to overcome those so let's begin
and how to overcome those so let's begin what
what
what is impact impactful ux research I
is impact impactful ux research I
is impact impactful ux research I believe can be broken down into four
believe can be broken down into four
believe can be broken down into four main kinds the first is product or
main kinds the first is product or
main kinds the first is product or strategic impact the second is
strategic impact the second is
strategic impact the second is organizational impact the third is
organizational impact the third is
organizational impact the third is impact on your ux research team and the
impact on your ux research team and the
impact on your ux research team and the fourth we mustn't forget our own
fourth we mustn't forget our own
fourth we mustn't forget our own personal impact when we understand who
personal impact when we understand who
personal impact when we understand who our users are we can unlock Clarity and
our users are we can unlock Clarity and
our users are we can unlock Clarity and opportunity to impact these four things
opportunity to impact these four things
opportunity to impact these four things let's start with product or strategic
let's start with product or strategic
let's start with product or strategic impact that means you can help your team
impact that means you can help your team
impact that means you can help your team or product area progress in measurable
or product area progress in measurable
or product area progress in measurable ways which often times is the most
ways which often times is the most
ways which often times is the most straightforward to track right you do
straightforward to track right you do
straightforward to track right you do research make the product better your or
research make the product better your or
research make the product better your or experience better easier or identify
experience better easier or identify
experience better easier or identify opportunities for the product to take a
opportunities for the product to take a
opportunities for the product to take a certain direction the next is
certain direction the next is
certain direction the next is organizational impact being able to
organizational impact being able to
organizational impact being able to shift your organization from a solution
shift your organization from a solution
shift your organization from a solution first mindset to a user first mindset
first mindset to a user first mindset
first mindset to a user first mindset it's hugely impactful because then we'll
it's hugely impactful because then we'll
it's hugely impactful because then we'll be focusing on what really matters the
be focusing on what really matters the
be focusing on what really matters the most and when your immediate team sees
most and when your immediate team sees
most and when your immediate team sees the value of being user first it'll
the value of being user first it'll
the value of being user first it'll naturally trickle up to leadership and
naturally trickle up to leadership and
naturally trickle up to leadership and then you'll have impacted leadership too
then you'll have impacted leadership too
then you'll have impacted leadership too now the Third Kind of ux research impact
now the Third Kind of ux research impact
now the Third Kind of ux research impact or the impact that you have on your team
or the impact that you have on your team
or the impact that you have on your team that's more specific to the user
that's more specific to the user
that's more specific to the user research practice at your company this
research practice at your company this
research practice at your company this is where you as a researcher badass ux
is where you as a researcher badass ux
is where you as a researcher badass ux leader make your research team a better
leader make your research team a better
leader make your research team a better functional unit are you establishing
functional unit are you establishing
functional unit are you establishing processes or functions that make things
processes or functions that make things
processes or functions that make things more efficient for your team are you
more efficient for your team are you
more efficient for your team are you growing your team's skills and abilities
growing your team's skills and abilities
growing your team's skills and abilities are you literally growing the team and
are you literally growing the team and
are you literally growing the team and hiring more people all of these things
hiring more people all of these things
hiring more people all of these things will naturally trickle into the other
will naturally trickle into the other
will naturally trickle into the other two categories of impact and finally
two categories of impact and finally
two categories of impact and finally personal impact don't forget you are a
personal impact don't forget you are a
personal impact don't forget you are a badass ux leader come on you're the
badass ux leader come on you're the
badass ux leader come on you're the badass you know keep track of those
badass you know keep track of those
badass you know keep track of those things where people mention your name uh
things where people mention your name uh
things where people mention your name uh mention how many times they references
mention how many times they references
mention how many times they references your research what I like to remind my
your research what I like to remind my
your research what I like to remind my mentees is always to take screenshots of
mentees is always to take screenshots of
mentees is always to take screenshots of any positive comments that were made
any positive comments that were made
any positive comments that were made about your research so that you can use
about your research so that you can use
about your research so that you can use them for later in the next lesson we'll
them for later in the next lesson we'll
them for later in the next lesson we'll go over six steps to measuring ux
success last
success last fall it has to
fall it has to
fall it has to work and if it doesn't that's
fine
fine impact what exactly does tracking impact
impact what exactly does tracking impact
impact what exactly does tracking impact mean people talk about it like it's some
mean people talk about it like it's some
mean people talk about it like it's some Advanced thing but it's really not that
Advanced thing but it's really not that
Advanced thing but it's really not that hard uh tracking impact is basically
hard uh tracking impact is basically
hard uh tracking impact is basically knowing how your product or service your
knowing how your product or service your
knowing how your product or service your process your team how anything is doing
process your team how anything is doing
process your team how anything is doing in relation to before are metrics
in relation to before are metrics
in relation to before are metrics getting better or worse staying the same
getting better or worse staying the same
getting better or worse staying the same are the intangibles getting better or
are the intangibles getting better or
are the intangibles getting better or worse after all as Einstein said
worse after all as Einstein said
worse after all as Einstein said everything is relative so step one to
everything is relative so step one to
everything is relative so step one to measure ux impact is well decide what we
measure ux impact is well decide what we
measure ux impact is well decide what we want to measure and attach those metrics
want to measure and attach those metrics
want to measure and attach those metrics back to the objectives and outcomes
back to the objectives and outcomes
back to the objectives and outcomes remember when I said about measuring
remember when I said about measuring
remember when I said about measuring things measurements are inputs and a way
things measurements are inputs and a way
things measurements are inputs and a way to minimize risk and if we only focus on
to minimize risk and if we only focus on
to minimize risk and if we only focus on minimizing risk will never innovate so
minimizing risk will never innovate so
minimizing risk will never innovate so the point is you don't have to track
the point is you don't have to track
the point is you don't have to track every single thing measure what matters
every single thing measure what matters
every single thing measure what matters to your objectives and desired outcomes
to your objectives and desired outcomes
to your objectives and desired outcomes but that's not the same metrics won't
but that's not the same metrics won't
but that's not the same metrics won't come in handy later because goals might
come in handy later because goals might
come in handy later because goals might change uh but the point is don't do it
change uh but the point is don't do it
change uh but the point is don't do it for the sake of doing it this is exactly
for the sake of doing it this is exactly
for the sake of doing it this is exactly why so many product teams fail they
why so many product teams fail they
why so many product teams fail they focus on the wrong numbers when they
focus on the wrong numbers when they
focus on the wrong numbers when they should be focusing on the core user
should be focusing on the core user
should be focusing on the core user needs another point is I like to make
needs another point is I like to make
needs another point is I like to make data is just data uh it doesn't mean
data is just data uh it doesn't mean
data is just data uh it doesn't mean anything until you interpret it and it
anything until you interpret it and it
anything until you interpret it and it doesn't mean anything unless you
doesn't mean anything unless you
doesn't mean anything unless you interpret it just something that matters
interpret it just something that matters
interpret it just something that matters to you don't it doesn't mean anything to
to you don't it doesn't mean anything to
to you don't it doesn't mean anything to me all right step two once youve decide
me all right step two once youve decide
me all right step two once youve decide it would Mak sense to measure then we
it would Mak sense to measure then we
it would Mak sense to measure then we got to start planning our study step two
got to start planning our study step two
got to start planning our study step two is basically plan your study and by now
is basically plan your study and by now
is basically plan your study and by now we know to step by heart what are the
we know to step by heart what are the
we know to step by heart what are the goals what are research questions how
goals what are research questions how
goals what are research questions how can we answer those questions and then
can we answer those questions and then
can we answer those questions and then plan out what study methods we'll use to
plan out what study methods we'll use to
plan out what study methods we'll use to find the answers that's step two pretty
find the answers that's step two pretty
find the answers that's step two pretty easy just plan out your study step three
easy just plan out your study step three
easy just plan out your study step three believe it or not is just conducting the
believe it or not is just conducting the
believe it or not is just conducting the study way we conduct the study for the
study way we conduct the study for the
study way we conduct the study for the very first time this is known as our
very first time this is known as our
very first time this is known as our Baseline study you might also hear a
Baseline study you might also hear a
Baseline study you might also hear a term called benchmark in nothing fancy
term called benchmark in nothing fancy
term called benchmark in nothing fancy it's not some special type of research
it's not some special type of research
it's not some special type of research benchmarking literally is just using our
benchmarking literally is just using our
benchmarking literally is just using our first study as a point of reference to
first study as a point of reference to
first study as a point of reference to compare future data to that's literally
compare future data to that's literally
compare future data to that's literally what the word Benchmark means when
what the word Benchmark means when
what the word Benchmark means when Einstein said that Everything's Relative
Einstein said that Everything's Relative
Einstein said that Everything's Relative this is what he meant so what if you got
this is what he meant so what if you got
this is what he meant so what if you got a system usability score of 65 you know
a system usability score of 65 you know
a system usability score of 65 you know who cares you don't know what that means
who cares you don't know what that means
who cares you don't know what that means unless you keep doing it just you keep
unless you keep doing it just you keep
unless you keep doing it just you keep doing it so you have something to
doing it so you have something to
doing it so you have something to compare to right uh it's just like any
compare to right uh it's just like any
compare to right uh it's just like any kind of goal in life if I wanted to you
kind of goal in life if I wanted to you
kind of goal in life if I wanted to you know pull pull up my body weight I have
know pull pull up my body weight I have
know pull pull up my body weight I have to first measure how much I weigh and
to first measure how much I weigh and
to first measure how much I weigh and can I do it no maybe I start with some
can I do it no maybe I start with some
can I do it no maybe I start with some resistance band help support me and then
resistance band help support me and then
resistance band help support me and then when I get better and better and I get
when I get better and better and I get
when I get better and better and I get stronger and stronger then I could do
stronger and stronger then I could do
stronger and stronger then I could do more and more weight that's the only way
more and more weight that's the only way
more and more weight that's the only way you can track progress so it's just
you can track progress so it's just
you can track progress so it's just tracking progress there the only one way
tracking progress there the only one way
tracking progress there the only one way to find out and this is where step four
to find out and this is where step four
to find out and this is where step four comes in comparing and measuring against
comes in comparing and measuring against
comes in comparing and measuring against our new experiences the more you do it
our new experiences the more you do it
our new experiences the more you do it the more opportunities to improve your
the more opportunities to improve your
the more opportunities to improve your experience so this is a continuous
experience so this is a continuous
experience so this is a continuous iterative process this is why race car
iterative process this is why race car
iterative process this is why race car drivers have lap timers so they can see
drivers have lap timers so they can see
drivers have lap timers so they can see exactly how fast they are compared to
exactly how fast they are compared to
exactly how fast they are compared to their previous laps in fact we could
their previous laps in fact we could
their previous laps in fact we could even get more granular with the
Not only would we have times for the
Not only would we have times for the entire lap race cars we could even see
entire lap race cars we could even see
entire lap race cars we could even see specific metrics for specific turns like
specific metrics for specific turns like
specific metrics for specific turns like oh on turn four you
oh on turn four you
oh on turn four you were 6 7 Seconds slower because you took
were 6 7 Seconds slower because you took
were 6 7 Seconds slower because you took the turn you know 2 feet wider than you
the turn you know 2 feet wider than you
the turn you know 2 feet wider than you should have than the previous lap you
should have than the previous lap you
should have than the previous lap you know something like that uh step five to
know something like that uh step five to
know something like that uh step five to measuring ux success is finally as
measuring ux success is finally as
measuring ux success is finally as you've guessed it we need to visualize
you've guessed it we need to visualize
you've guessed it we need to visualize our data and just tell the story
our data and just tell the story
our data and just tell the story show the before and after metrics
show the before and after metrics
show the before and after metrics visually because everything is relative
visually because everything is relative
visually because everything is relative without our Benchmark aka the Baseline
without our Benchmark aka the Baseline
without our Benchmark aka the Baseline data it's hard to understand how far
data it's hard to understand how far
data it's hard to understand how far we've come and where the experience
we've come and where the experience
we've come and where the experience Stacks up sometimes it's hard to
Stacks up sometimes it's hard to
Stacks up sometimes it's hard to understand however one thing I learned
understand however one thing I learned
understand however one thing I learned from race car driving is that numbers
from race car driving is that numbers
from race car driving is that numbers don't tell a whole story now sometimes I
don't tell a whole story now sometimes I
don't tell a whole story now sometimes I get input from more experience friends
get input from more experience friends
get input from more experience friends who would give me suggestions sometimes
who would give me suggestions sometimes
who would give me suggestions sometimes it's the feel of the car the confidence
it's the feel of the car the confidence
it's the feel of the car the confidence I have in the the tires grip around the
I have in the the tires grip around the
I have in the the tires grip around the corner the sound of the tires starting
corner the sound of the tires starting
corner the sound of the tires starting to Screech is an indicator to me that
to Screech is an indicator to me that
to Screech is an indicator to me that the car is losing grip but these things
the car is losing grip but these things
the car is losing grip but these things aren't numbers which is why qualitative
aren't numbers which is why qualitative
aren't numbers which is why qualitative inputs are just as important as the
inputs are just as important as the
inputs are just as important as the quantitative
ones and that's it five steps to
ones and that's it five steps to tracking ux metrics and as a reminder
tracking ux metrics and as a reminder
tracking ux metrics and as a reminder continuously track your data cuz
continuously track your data cuz
continuously track your data cuz research impact never ends in fact this
research impact never ends in fact this
research impact never ends in fact this whole lesson for those of you hawkey and
whole lesson for those of you hawkey and
whole lesson for those of you hawkey and badass leaders much of it was just
badass leaders much of it was just
badass leaders much of it was just following the general research process
following the general research process
following the general research process we learned from module 4 the only
we learned from module 4 the only
we learned from module 4 the only difference is that you're using the
difference is that you're using the
difference is that you're using the first study as a comparison
first study as a comparison
first study as a comparison point so now that we've learned how to
point so now that we've learned how to
point so now that we've learned how to measure ux success what exactly can we
measure ux success what exactly can we
measure ux success what exactly can we track and what does it look like to
track and what does it look like to
track and what does it look like to achieve impact so in the next lessons
achieve impact so in the next lessons
achieve impact so in the next lessons we'll talk about the types of impact
we'll talk about the types of impact
we'll talk about the types of impact that we can track as user researchers
that we can track as user researchers
that we can track as user researchers when it comes to talking about impact we
when it comes to talking about impact we
when it comes to talking about impact we usually think of numbers we increase
usually think of numbers we increase
usually think of numbers we increase conversion by 300% decrease balance
conversion by 300% decrease balance
conversion by 300% decrease balance rates by 87% reduce project completion
rates by 87% reduce project completion
rates by 87% reduce project completion Time by 15% decrease the number of shits
Time by 15% decrease the number of shits
Time by 15% decrease the number of shits I give by 99% four kinds of research
I give by 99% four kinds of research
I give by 99% four kinds of research impact you can have internally at a
impact you can have internally at a
impact you can have internally at a company uh and this chart is a
company uh and this chart is a
company uh and this chart is a compilation of my experiences having
compilation of my experiences having
compilation of my experiences having worked as a user researchers to more
worked as a user researchers to more
worked as a user researchers to more than eight companies for 10 plus years
than eight companies for 10 plus years
than eight companies for 10 plus years during more than th000 projects being
during more than th000 projects being
during more than th000 projects being 20% more office snacks than I should
20% more office snacks than I should
20% more office snacks than I should have impact on the actual product or
have impact on the actual product or
have impact on the actual product or strategy we can have impact on your
strategy we can have impact on your
strategy we can have impact on your organization or team culture we can have
organization or team culture we can have
organization or team culture we can have impact on our research team our
impact on our research team our
impact on our research team our immediate research team and finally as
immediate research team and finally as
immediate research team and finally as Maya Angelou said you are worthy of your
Maya Angelou said you are worthy of your
Maya Angelou said you are worthy of your love so don't forget about your own
love so don't forget about your own
love so don't forget about your own personal impact too in this video let's
personal impact too in this video let's
personal impact too in this video let's talk about the impact we can have on
talk about the impact we can have on
talk about the impact we can have on product and strategy the first thing is
product and strategy the first thing is
product and strategy the first thing is hard ters of course things like Revenue
hard ters of course things like Revenue
hard ters of course things like Revenue churn engagement sign up conversion the
churn engagement sign up conversion the
churn engagement sign up conversion the user satisfaction you know the typical
user satisfaction you know the typical
user satisfaction you know the typical business kpis of course you can't really
business kpis of course you can't really
business kpis of course you can't really track those unless your research
track those unless your research
track those unless your research actually made changes to certain
actually made changes to certain
actually made changes to certain elements of your product or service so
elements of your product or service so
elements of your product or service so track those UI changes that were based
track those UI changes that were based
track those UI changes that were based on your research recommendations or
on your research recommendations or
on your research recommendations or strategic changes that you made did your
strategic changes that you made did your
strategic changes that you made did your research change the design any buttons
research change the design any buttons
research change the design any buttons or navigation better flows better copy
or navigation better flows better copy
or navigation better flows better copy you know these are kind of like the the
you know these are kind of like the the
you know these are kind of like the the interim impact the numbers will come
interim impact the numbers will come
interim impact the numbers will come later it takes time after implementing
later it takes time after implementing
later it takes time after implementing design changes and that's another thing
design changes and that's another thing
design changes and that's another thing we have to be aware of because if you
we have to be aware of because if you
we have to be aware of because if you make a change to a product you won't see
make a change to a product you won't see
make a change to a product you won't see the numbers change immediately you can't
the numbers change immediately you can't
the numbers change immediately you can't see them change overnight you got to
see them change overnight you got to
see them change overnight you got to give it some time how much time well
give it some time how much time well
give it some time how much time well that depends on your product how many
that depends on your product how many
that depends on your product how many users you have and how often you're
users you have and how often you're
users you have and how often you're getting that feedback cycle what are you
getting that feedback cycle what are you
getting that feedback cycle what are you real users saying in the real world
real users saying in the real world
real users saying in the real world getting feedback from real users will be
getting feedback from real users will be
getting feedback from real users will be a sign of impact especially the good
a sign of impact especially the good
a sign of impact especially the good ones uh and if not hey negative comments
ones uh and if not hey negative comments
ones uh and if not hey negative comments are also good you get a chance to
are also good you get a chance to
are also good you get a chance to improve it you know what people work
improve it you know what people work
improve it you know what people work complaining about so negative is good um
complaining about so negative is good um
complaining about so negative is good um something else that's really important
something else that's really important
something else that's really important to track and this is more strategic in
to track and this is more strategic in
to track and this is more strategic in nature is whether your research
nature is whether your research
nature is whether your research prioritize or deprioritize something
prioritize or deprioritize something
prioritize or deprioritize something what you could do is Inspire new
what you could do is Inspire new
what you could do is Inspire new initiatives spotting problems not just
initiatives spotting problems not just
initiatives spotting problems not just solving them right it goes to huge
solving them right it goes to huge
solving them right it goes to huge impact later when research from one
impact later when research from one
impact later when research from one study informs multiple initiatives or
study informs multiple initiatives or
study informs multiple initiatives or efforts right you're not just doing
efforts right you're not just doing
efforts right you're not just doing siloed research research can have an
siloed research research can have an
siloed research research can have an impact on the rest of your company too
impact on the rest of your company too
impact on the rest of your company too and finally I kind of coined this word
and finally I kind of coined this word
and finally I kind of coined this word at my companies's before with Evergreen
at my companies's before with Evergreen
at my companies's before with Evergreen insights that um can be Evergreen like
insights that um can be Evergreen like
insights that um can be Evergreen like something that lasts forever of course
something that lasts forever of course
something that lasts forever of course all insights change because users evolve
all insights change because users evolve
all insights change because users evolve or people evolve over time so your
or people evolve over time so your
or people evolve over time so your insights might not change but there are
insights might not change but there are
insights might not change but there are some things that can be referenced for
some things that can be referenced for
some things that can be referenced for months even years down the line so
months even years down the line so
months even years down the line so that's huge impact a lot of newer user
that's huge impact a lot of newer user
that's huge impact a lot of newer user researchers ask me how to show impact if
researchers ask me how to show impact if
researchers ask me how to show impact if we don't have any hard numbers well
we don't have any hard numbers well
we don't have any hard numbers well you're in luck because as you saw not
you're in luck because as you saw not
you're in luck because as you saw not all ux Impact is about numbers we can
all ux Impact is about numbers we can
all ux Impact is about numbers we can have impact on the team we can have in
have impact on the team we can have in
have impact on the team we can have in all the road map the strategy our
all the road map the strategy our
all the road map the strategy our organization in fact so let's talk about
organization in fact so let's talk about
organization in fact so let's talk about that
that
that next have you ever wondered what kind of
next have you ever wondered what kind of
next have you ever wondered what kind of impact you can put on your case studies
impact you can put on your case studies
impact you can put on your case studies besides hard numbers well Wonder no more
besides hard numbers well Wonder no more
besides hard numbers well Wonder no more because I'll give you yet another list
because I'll give you yet another list
because I'll give you yet another list of research impact that you can track
of research impact that you can track
of research impact that you can track and this time it's about impacting our
and this time it's about impacting our
and this time it's about impacting our team our organization or the culture on
team our organization or the culture on
team our organization or the culture on the whole these are some of the impact
the whole these are some of the impact
the whole these are some of the impact that I have seen and that have promoted
that I have seen and that have promoted
that I have seen and that have promoted in my own work and also I got some
in my own work and also I got some
in my own work and also I got some feedback from my students and mentees
feedback from my students and mentees
feedback from my students and mentees and people I've met over the years um
and people I've met over the years um
and people I've met over the years um let's get started in order from small to
let's get started in order from small to
let's get started in order from small to huge impact and this is for your team
huge impact and this is for your team
huge impact and this is for your team your organization your culture is when
your organization your culture is when
your organization your culture is when more research is requested and when
more research is requested and when
more research is requested and when stakeholders ask for studies similar to
stakeholders ask for studies similar to
stakeholders ask for studies similar to previous research or request even more
previous research or request even more
previous research or request even more research more more more more especially
research more more more more especially
research more more more more especially it's really impactful when you're
it's really impactful when you're
it's really impactful when you're working with people who didn't really
working with people who didn't really
working with people who didn't really believe in research before uh or they
believe in research before uh or they
believe in research before uh or they never really worked with ux research
never really worked with ux research
never really worked with ux research before they're basically new to user
before they're basically new to user
before they're basically new to user research once you worked with them they
research once you worked with them they
research once you worked with them they start seeing the value I mean that's
start seeing the value I mean that's
start seeing the value I mean that's huge impact on its own but that's not
huge impact on its own but that's not
huge impact on its own but that's not even the hug as impact we're going to
even the hug as impact we're going to
even the hug as impact we're going to get bigger than that right you can work
get bigger than that right you can work
get bigger than that right you can work with them and the key word is work with
with them and the key word is work with
with them and the key word is work with Once You' build those Partnerships with
Once You' build those Partnerships with
Once You' build those Partnerships with stakeholders and they care to listen to
stakeholders and they care to listen to
stakeholders and they care to listen to you that you're becoming that go-to
you that you're becoming that go-to
you that you're becoming that go-to expert that they can seek out to you
expert that they can seek out to you
expert that they can seek out to you know actually listen to your user
know actually listen to your user
know actually listen to your user Insight once you do more research
Insight once you do more research
Insight once you do more research hopefully it's just not hey we built
hopefully it's just not hey we built
hopefully it's just not hey we built this product and can you do this
this product and can you do this
this product and can you do this research for us to validate hopefully we
research for us to validate hopefully we
research for us to validate hopefully we turn a reactive culture into a proactive
turn a reactive culture into a proactive
turn a reactive culture into a proactive research culture and that's getting to a
research culture and that's getting to a
research culture and that's getting to a larger impact because now you're not
larger impact because now you're not
larger impact because now you're not just doing research you're inserting
just doing research you're inserting
just doing research you're inserting yourself or research has been inserted
yourself or research has been inserted
yourself or research has been inserted into the fabric of how things are done
into the fabric of how things are done
into the fabric of how things are done at the company and being proactive means
at the company and being proactive means
at the company and being proactive means they're not going to come to you
they're not going to come to you
they're not going to come to you at the very end they're going to come to
at the very end they're going to come to
at the very end they're going to come to you early then we get to dissemination
you early then we get to dissemination
you early then we get to dissemination of information right where research is
of information right where research is
of information right where research is actually shared praised and utilized
actually shared praised and utilized
actually shared praised and utilized across communication channels and I
across communication channels and I
across communication channels and I think the ultimate impact is when your
think the ultimate impact is when your
think the ultimate impact is when your stakeholders start talking about your
stakeholders start talking about your
stakeholders start talking about your user insights and they rely on insights
user insights and they rely on insights
user insights and they rely on insights rather than guessing or solutioning and
rather than guessing or solutioning and
rather than guessing or solutioning and they understand what the process
they understand what the process
they understand what the process requires and they they start
requires and they they start
requires and they they start sharing things for you and they become
sharing things for you and they become
sharing things for you and they become an evangelist for search for you and I
an evangelist for search for you and I
an evangelist for search for you and I think that's the ultimate huge impact so
think that's the ultimate huge impact so
think that's the ultimate huge impact so I hope that gives you a few ideas of
I hope that gives you a few ideas of
I hope that gives you a few ideas of things to track that aren't necessarily
things to track that aren't necessarily
things to track that aren't necessarily just hard numbers and are equally if not
just hard numbers and are equally if not
just hard numbers and are equally if not more important in our line of work and
more important in our line of work and
more important in our line of work and that's a team and organizational impact
that's a team and organizational impact
that's a team and organizational impact some leadership impact because you might
some leadership impact because you might
some leadership impact because you might influence some people who are in
influence some people who are in
influence some people who are in leadership positions let's wrap this up
leadership positions let's wrap this up
leadership positions let's wrap this up let's do the next one which is influence
let's do the next one which is influence
let's do the next one which is influence on our ux research team in another
on our ux research team in another
on our ux research team in another edition of impact doesn't have to be
edition of impact doesn't have to be
edition of impact doesn't have to be just numbers we're going to talk about
just numbers we're going to talk about
just numbers we're going to talk about making a better user research team
making a better user research team
making a better user research team badass skills I think the first thing
badass skills I think the first thing
badass skills I think the first thing you can influence uh this is starting
you can influence uh this is starting
you can influence uh this is starting small to large again you have a team
small to large again you have a team
small to large again you have a team with complimenting skills and this is
with complimenting skills and this is
with complimenting skills and this is going to be mixed methods you have Quant
going to be mixed methods you have Quant
going to be mixed methods you have Quant people you have qual people all doing
people you have qual people all doing
people you have qual people all doing the research together and kind of
the research together and kind of
the research together and kind of working together to triangulate these
working together to triangulate these
working together to triangulate these informations then you have collaboration
informations then you have collaboration
informations then you have collaboration with other research functions so not
with other research functions so not
with other research functions so not just user research but other research
just user research but other research
just user research but other research functions anyone who does research so
functions anyone who does research so
functions anyone who does research so that could be data scientists analysts
that could be data scientists analysts
that could be data scientists analysts Market researchers product managers some
Market researchers product managers some
Market researchers product managers some sometimes do it too so it really depends
sometimes do it too so it really depends
sometimes do it too so it really depends on the maturity of your ux culture but
on the maturity of your ux culture but
on the maturity of your ux culture but when you're starting to work with
when you're starting to work with
when you're starting to work with different research functions that is
different research functions that is
different research functions that is you're going to combine you're going to
you're going to combine you're going to
you're going to combine you're going to be even more of a research Powerhouse
be even more of a research Powerhouse
be even more of a research Powerhouse next is establishing any kind of
next is establishing any kind of
next is establishing any kind of research operations processes to kind of
research operations processes to kind of
research operations processes to kind of make your streamline your operations
make your streamline your operations
make your streamline your operations more efficiently ample research
more efficiently ample research
more efficiently ample research operations to support you know
operations to support you know
operations to support you know recruiting participation incentives
recruiting participation incentives
recruiting participation incentives uh participant tracking all those things
uh participant tracking all those things
uh participant tracking all those things take time and I worked in a company as a
take time and I worked in a company as a
take time and I worked in a company as a you know solo researcher before and I
you know solo researcher before and I
you know solo researcher before and I had to recruit I had to Source
had to recruit I had to Source
had to recruit I had to Source participants I had to come up with
participants I had to come up with
participants I had to come up with incentives and like work out vendors to
incentives and like work out vendors to
incentives and like work out vendors to do that so it's a lot of times if you
do that so it's a lot of times if you
do that so it's a lot of times if you can build up a research operations
can build up a research operations
can build up a research operations that's huge cuz then the researchers can
that's huge cuz then the researchers can
that's huge cuz then the researchers can spend more time doing research other
spend more time doing research other
spend more time doing research other impact that you can track and have
impact that you can track and have
impact that you can track and have influence on is if you come up with
influence on is if you come up with
influence on is if you come up with better processes for yourself for your
better processes for yourself for your
better processes for yourself for your team share it I maybe you've done things
team share it I maybe you've done things
team share it I maybe you've done things uh quicker this way maybe this way is
uh quicker this way maybe this way is
uh quicker this way maybe this way is more efficient this way share with your
more efficient this way share with your
more efficient this way share with your team if everyone can have a higher
team if everyone can have a higher
team if everyone can have a higher efficiency that's impact and and measure
efficiency that's impact and and measure
efficiency that's impact and and measure that too if you can right that could be
that too if you can right that could be
that too if you can right that could be processes how you come up with different
processes how you come up with different
processes how you come up with different documentations for things how you ask
documentations for things how you ask
documentations for things how you ask the right questions do you have a
the right questions do you have a
the right questions do you have a template for stuff you know come up with
template for stuff you know come up with
template for stuff you know come up with templates and it's exactly what I shared
templates and it's exactly what I shared
templates and it's exactly what I shared in module 4 a lot of the things that you
in module 4 a lot of the things that you
in module 4 a lot of the things that you can kind of pull out your toolkit here
can kind of pull out your toolkit here
can kind of pull out your toolkit here are the pros and cons of research method
are the pros and cons of research method
are the pros and cons of research method just make this faster uh here's how to
just make this faster uh here's how to
just make this faster uh here's how to recruit participants here's our
recruit participants here's our
recruit participants here's our templates for outreach here are
templates for outreach here are
templates for outreach here are incentives vendors and and whatnot every
incentives vendors and and whatnot every
incentives vendors and and whatnot every little thing that makes your life easier
little thing that makes your life easier
little thing that makes your life easier you know systemize it systematize it you
you know systemize it systematize it you
you know systemize it systematize it you don't do it step by step every time from
don't do it step by step every time from
don't do it step by step every time from the ground up now you have a system it's
the ground up now you have a system it's
the ground up now you have a system it's like all right if we need to do this
like all right if we need to do this
like all right if we need to do this these are the steps that we need to take
these are the steps that we need to take
these are the steps that we need to take and here's a checklist too and here's
and here's a checklist too and here's
and here's a checklist too and here's all the resources that is tied to this
all the resources that is tied to this
all the resources that is tied to this process makes it way easier and I think
process makes it way easier and I think
process makes it way easier and I think this is more of a philosophical but it
this is more of a philosophical but it
this is more of a philosophical but it research is a Guiding Light not just for
research is a Guiding Light not just for
research is a Guiding Light not just for your organization your immediate team
your organization your immediate team
your organization your immediate team but it they serve as a guide in light
but it they serve as a guide in light
but it they serve as a guide in light function every team has user research
function every team has user research
function every team has user research capabilities that'll be even better
capabilities that'll be even better
capabilities that'll be even better because now you're not just you know who
because now you're not just you know who
because now you're not just you know who do I have to support it's every team
do I have to support it's every team
do I have to support it's every team starts with research and every team has
starts with research and every team has
starts with research and every team has a researcher now being great that's a
a researcher now being great that's a
a researcher now being great that's a great way to be scaled it's not normally
great way to be scaled it's not normally
great way to be scaled it's not normally the case but that's kind of an idealized
the case but that's kind of an idealized
the case but that's kind of an idealized State and if you come up with any more
State and if you come up with any more
State and if you come up with any more that I've missed here please let me know
that I've missed here please let me know
that I've missed here please let me know I'm constantly updating this chart plus
I'm constantly updating this chart plus
I'm constantly updating this chart plus that empty box at the bottom bothers
that empty box at the bottom bothers
that empty box at the bottom bothers me I've been able to present my research
me I've been able to present my research
me I've been able to present my research directly to the CEOs of StubHub and
directly to the CEOs of StubHub and
directly to the CEOs of StubHub and upwork before which is pretty cool and
upwork before which is pretty cool and
upwork before which is pretty cool and the CEO gave me a shout out once and I
the CEO gave me a shout out once and I
the CEO gave me a shout out once and I screen I screenshotted that so
screen I screenshotted that so
screen I screenshotted that so quick and this is more personal impact
quick and this is more personal impact
quick and this is more personal impact to track hey if anyone gives you a shout
to track hey if anyone gives you a shout
to track hey if anyone gives you a shout out recognition Kudos praise feedback on
out recognition Kudos praise feedback on
out recognition Kudos praise feedback on how your research project impacted a
how your research project impacted a
how your research project impacted a project hey screenshot that and
project hey screenshot that and
project hey screenshot that and make sure you keep it for performance
make sure you keep it for performance
make sure you keep it for performance reviews later on I'll definitely talk
reviews later on I'll definitely talk
reviews later on I'll definitely talk more about this type of impact on the
more about this type of impact on the
more about this type of impact on the career module make sure you give
career module make sure you give
career module make sure you give yourself some love too I love myself
yourself some love too I love myself
yourself some love too I love myself you're given research process you're
you're given research process you're
you're given research process you're giving the culture you're giving the
giving the culture you're giving the
giving the culture you're giving the product some love give yourself some
product some love give yourself some
product some love give yourself some love too that means if anyone else
love too that means if anyone else
love too that means if anyone else giving you love you got to screenshot
giving you love you got to screenshot
giving you love you got to screenshot that count them with number of
that count them with number of
that count them with number of references to your research insights
references to your research insights
references to your research insights your presentations and decks and finally
your presentations and decks and finally
your presentations and decks and finally you know who and how many people attend
you know who and how many people attend
you know who and how many people attend your session
your session
your session your Sprints your presentations like how
your Sprints your presentations like how
your Sprints your presentations like how scaleable are you making your influence
scaleable are you making your influence
scaleable are you making your influence on research and and the team and the
on research and and the team and the
on research and and the team and the product and insights okay and how often
product and insights okay and how often
product and insights okay and how often this is more of a minor thing I've seen
this is more of a minor thing I've seen
this is more of a minor thing I've seen charts similar to this uh but they only
charts similar to this uh but they only
charts similar to this uh but they only mentioned the first three they don't
mentioned the first three they don't
mentioned the first three they don't really mention the personal impact so I
really mention the personal impact so I
really mention the personal impact so I hope I gave you some ideas on what to
hope I gave you some ideas on what to
hope I gave you some ideas on what to track because these aren't always as
track because these aren't always as
track because these aren't always as obvious to people that they are impact
obvious to people that they are impact
obvious to people that they are impact not hard numbers all the time because
not hard numbers all the time because
not hard numbers all the time because that's not the only impact you can have
that's not the only impact you can have
that's not the only impact you can have as I hoping that you now can see so
as I hoping that you now can see so
as I hoping that you now can see so thanks for watching badass you later and
thanks for watching badass you later and
thanks for watching badass you later and get out there and make some impact but
get out there and make some impact but
get out there and make some impact but come on back later because I'll talk
come on back later because I'll talk
come on back later because I'll talk about why research doesn't always lead
about why research doesn't always lead
about why research doesn't always lead to impact you want to stay tuned for
to impact you want to stay tuned for
to impact you want to stay tuned for that
that
that one ah wow pretty cool well when you
one ah wow pretty cool well when you
one ah wow pretty cool well when you think of the word leader what do you
think of the word leader what do you
think of the word leader what do you think of who do you think of what comes
think of who do you think of what comes
think of who do you think of what comes to mind what do you think the
to mind what do you think the
to mind what do you think the characteristics are of a leader a mentee
characteristics are of a leader a mentee
characteristics are of a leader a mentee once said to me I feel like the field of
once said to me I feel like the field of
once said to me I feel like the field of ux research is for leaders but I don't
ux research is for leaders but I don't
ux research is for leaders but I don't think I'm meant to be a leader and that
think I'm meant to be a leader and that
think I'm meant to be a leader and that was painful to hear because I knew
was painful to hear because I knew
was painful to hear because I knew exactly how she felt for a very long
exactly how she felt for a very long
exactly how she felt for a very long time creating my YouTube channel was
time creating my YouTube channel was
time creating my YouTube channel was difficult because I didn't consider
difficult because I didn't consider
difficult because I didn't consider myself a YouTuber when I rewatched my
myself a YouTuber when I rewatched my
myself a YouTuber when I rewatched my recordings to edit I thought I was too
recordings to edit I thought I was too
recordings to edit I thought I was too boring spoke too slowly no one would
boring spoke too slowly no one would
boring spoke too slowly no one would want to hear what I had to say and I was
want to hear what I had to say and I was
want to hear what I had to say and I was scared of being judged in fact I
scared of being judged in fact I
scared of being judged in fact I recorded my first video a year before I
recorded my first video a year before I
recorded my first video a year before I ever uploaded it to YouTube cuz I was
ever uploaded it to YouTube cuz I was
ever uploaded it to YouTube cuz I was scared I hated how I sounded like on
scared I hated how I sounded like on
scared I hated how I sounded like on video and I thought only leaders in the
video and I thought only leaders in the
video and I thought only leaders in the field should make content besides who
field should make content besides who
field should make content besides who was I to make videos about ux research
was I to make videos about ux research
was I to make videos about ux research but when I thought about all the people
but when I thought about all the people
but when I thought about all the people asking me about how to get into the Y
asking me about how to get into the Y
asking me about how to get into the Y research field I knew I could help and
research field I knew I could help and
research field I knew I could help and at scale at the same time I was taking a
at scale at the same time I was taking a
at scale at the same time I was taking a u leadership class at my Master's
u leadership class at my Master's
u leadership class at my Master's programs and it inspired me to think
programs and it inspired me to think
programs and it inspired me to think what the word leadership really meant
what the word leadership really meant
what the word leadership really meant I had this notion that leaders were
I had this notion that leaders were
I had this notion that leaders were masters of public speaking loud
masters of public speaking loud
masters of public speaking loud articulate people wearing suits who are
articulate people wearing suits who are
articulate people wearing suits who are able to direct masses of people and
able to direct masses of people and
able to direct masses of people and that's what I thought of when I heard
that's what I thought of when I heard
that's what I thought of when I heard the word leader and I could have never
the word leader and I could have never
the word leader and I could have never put myself in those ranks and I knew
put myself in those ranks and I knew
put myself in those ranks and I knew that's exactly how my Mente felt not
that's exactly how my Mente felt not
that's exactly how my Mente felt not everyone wants to be a leader and that
everyone wants to be a leader and that
everyone wants to be a leader and that is okay but when people think they might
is okay but when people think they might
is okay but when people think they might not be good enough to be leaders that
not be good enough to be leaders that
not be good enough to be leaders that humility just may be the exact reason
humility just may be the exact reason
humility just may be the exact reason why they might end up being the best
why they might end up being the best
why they might end up being the best ones you don't become a leader from
ones you don't become a leader from
ones you don't become a leader from taking a workshop finishing a class or
taking a workshop finishing a class or
taking a workshop finishing a class or reading an article on Forbes or wearing
reading an article on Forbes or wearing
reading an article on Forbes or wearing a suit to be a leader we must know what
a suit to be a leader we must know what
a suit to be a leader we must know what it's like to follow and since everyone
it's like to follow and since everyone
it's like to follow and since everyone has followed anyone can be a leader LSU
has followed anyone can be a leader LSU
has followed anyone can be a leader LSU said that a leader is best when people
said that a leader is best when people
said that a leader is best when people barely know that they exist when their
barely know that they exist when their
barely know that they exist when their work is done and their aim is fulfilled
work is done and their aim is fulfilled
work is done and their aim is fulfilled they will say we did it ourselves we
they will say we did it ourselves we
they will say we did it ourselves we often to leaders but without followers
often to leaders but without followers
often to leaders but without followers there are no leaders according to Forbes
there are no leaders according to Forbes
there are no leaders according to Forbes leaders exhibit different actions like
leaders exhibit different actions like
leaders exhibit different actions like making hard choices self-sacrifice
making hard choices self-sacrifice
making hard choices self-sacrifice pushing people to be their best helping
pushing people to be their best helping
pushing people to be their best helping them grow and serve a great cause
them grow and serve a great cause
them grow and serve a great cause according to Inc leadership is a process
according to Inc leadership is a process
according to Inc leadership is a process that maximizes the efforts of others
that maximizes the efforts of others
that maximizes the efforts of others towards a greater good there are no
towards a greater good there are no
towards a greater good there are no direct reports no power or authority no
direct reports no power or authority no
direct reports no power or authority no mention of personality traits attributes
mention of personality traits attributes
mention of personality traits attributes or titles only a greater good a few more
or titles only a greater good a few more
or titles only a greater good a few more I might add being a leader does not mean
I might add being a leader does not mean
I might add being a leader does not mean you are better than others a leader does
you are better than others a leader does
you are better than others a leader does not have all the answers and they don't
not have all the answers and they don't
not have all the answers and they don't pretend to they actively asks questions
pretend to they actively asks questions
pretend to they actively asks questions to mobilize others to achieve a a super
to mobilize others to achieve a a super
to mobilize others to achieve a a super ordinate goal and in doing so exhibit
ordinate goal and in doing so exhibit
ordinate goal and in doing so exhibit vulnerability where others can feel the
vulnerability where others can feel the
vulnerability where others can feel the psychological safety to do the same
psychological safety to do the same
psychological safety to do the same vulnerability in that maybe they've
vulnerability in that maybe they've
vulnerability in that maybe they've never done this before they may have
never done this before they may have
never done this before they may have fear or of the unknown but in spite of
fear or of the unknown but in spite of
fear or of the unknown but in spite of it they stand for their values and don't
it they stand for their values and don't
it they stand for their values and don't let that fear stop them there are people
let that fear stop them there are people
let that fear stop them there are people who have become leaders not for their
who have become leaders not for their
who have become leaders not for their titles but for the movements they have
titles but for the movements they have
titles but for the movements they have inspired they are leaders who have
inspired they are leaders who have
inspired they are leaders who have certain values and don't tell people
certain values and don't tell people
certain values and don't tell people what they want to hear they're ordinary
what they want to hear they're ordinary
what they want to hear they're ordinary people like me and you ordinary people
people like me and you ordinary people
people like me and you ordinary people doing extraordinary things which I know
doing extraordinary things which I know
doing extraordinary things which I know you will the purpose of this module
you will the purpose of this module
you will the purpose of this module isn't to give a single definition to
isn't to give a single definition to
isn't to give a single definition to leadership no is to show you
leadership no is to show you
leadership no is to show you us that there are different kinds of
us that there are different kinds of
us that there are different kinds of leaders and therefore know
leaders and therefore know
leaders and therefore know all-encompassing qualities The Untold
all-encompassing qualities The Untold
all-encompassing qualities The Untold opportunities for the making of a badass
opportunities for the making of a badass
opportunities for the making of a badass ux leader
ux leader
ux leader beckan across history we've learned to
beckan across history we've learned to
beckan across history we've learned to perceive leadership in certain ways and
perceive leadership in certain ways and
perceive leadership in certain ways and I want to introduce you to three
I want to introduce you to three
I want to introduce you to three theories of leadership starting with
theories of leadership starting with
theories of leadership starting with what occurs in the natural world the
what occurs in the natural world the
what occurs in the natural world the dominance
dominance
dominance hierarchy this leadership theory is
hierarchy this leadership theory is
hierarchy this leadership theory is typically seen when members of animal
typically seen when members of animal
typically seen when members of animal social Cal groups create a ranking
social Cal groups create a ranking
social Cal groups create a ranking system members either compete for
system members either compete for
system members either compete for researches and mating opportunities uh
researches and mating opportunities uh
researches and mating opportunities uh they're born into Power like Aristocrats
they're born into Power like Aristocrats
they're born into Power like Aristocrats or fight they become the leader this
or fight they become the leader this
or fight they become the leader this type of leadership system is based
type of leadership system is based
type of leadership system is based solely on power and authority mellian
solely on power and authority mellian
solely on power and authority mellian approach to ruling with fear over ruling
approach to ruling with fear over ruling
approach to ruling with fear over ruling with
with
with love and different groups can be on the
love and different groups can be on the
love and different groups can be on the Spectrum would I rather be feared or
Spectrum would I rather be feared or
Spectrum would I rather be feared or loved um easy both I want people to be
loved um easy both I want people to be
loved um easy both I want people to be afraid of how much they love me the next
afraid of how much they love me the next
afraid of how much they love me the next Theory it comes from Thomas Carlile from
Theory it comes from Thomas Carlile from
Theory it comes from Thomas Carlile from the 1840s who suggested that great
the 1840s who suggested that great
the 1840s who suggested that great leaders are born not made that
leaders are born not made that
leaders are born not made that leadership qualities are innate you
leadership qualities are innate you
leadership qualities are innate you either have it or you don't this was
either have it or you don't this was
either have it or you don't this was called the great man Theory and he
called the great man Theory and he
called the great man Theory and he suggested that these leaders have
suggested that these leaders have
suggested that these leaders have intrinsic characteristics like Charisma
intrinsic characteristics like Charisma
intrinsic characteristics like Charisma intelligence sociability and confidence
intelligence sociability and confidence
intelligence sociability and confidence nowadays we know his theory to be scant
nowadays we know his theory to be scant
nowadays we know his theory to be scant inadequate and quite frankly damaging
inadequate and quite frankly damaging
inadequate and quite frankly damaging this is the theory believe or not that I
this is the theory believe or not that I
this is the theory believe or not that I believed in that made me and my mentee
believed in that made me and my mentee
believed in that made me and my mentee think that we are not leaders cuz I
think that we are not leaders cuz I
think that we are not leaders cuz I didn't have that Charisma or so I
didn't have that Charisma or so I
didn't have that Charisma or so I thought when I saw people in powerful
thought when I saw people in powerful
thought when I saw people in powerful positions that's what I thought
positions that's what I thought
positions that's what I thought leadership was and could not ever
leadership was and could not ever
leadership was and could not ever imagine myself as a leader of the great
imagine myself as a leader of the great
imagine myself as a leader of the great man Theory ever is a very limited
man Theory ever is a very limited
man Theory ever is a very limited construct built upon the dominance
construct built upon the dominance
construct built upon the dominance hierarchy of power based on fear of
hierarchy of power based on fear of
hierarchy of power based on fear of course if carile was wrong about the
course if carile was wrong about the
course if carile was wrong about the great man Theory then where does that
great man Theory then where does that
great man Theory then where does that leave us the evolution of leadership
leave us the evolution of leadership
leave us the evolution of leadership theories brings us to transformational
theories brings us to transformational
theories brings us to transformational leadership which basically says anybody
leadership which basically says anybody
leadership which basically says anybody could be a leader that there's no higher
could be a leader that there's no higher
could be a leader that there's no higher or lower Rank and this style is
or lower Rank and this style is
or lower Rank and this style is idealized influence where leaders walk
idealized influence where leaders walk
idealized influence where leaders walk to walk and not just pop to talk the
to walk and not just pop to talk the
to walk and not just pop to talk the transformational leader consider the
transformational leader consider the
transformational leader consider the needs of followers and help others to
needs of followers and help others to
needs of followers and help others to succeed beyond their own interests when
succeed beyond their own interests when
succeed beyond their own interests when it comes to the range of efficiency and
it comes to the range of efficiency and
it comes to the range of efficiency and engagement transformational leadership
engagement transformational leadership
engagement transformational leadership takes the most engagement and may be
takes the most engagement and may be
takes the most engagement and may be very efficient at moving teams along now
very efficient at moving teams along now
very efficient at moving teams along now on the other hand of the spectrum we
on the other hand of the spectrum we
on the other hand of the spectrum we have La Fair leadership which is
have La Fair leadership which is
have La Fair leadership which is basically letting people do what they
basically letting people do what they
basically letting people do what they want now you might be wondering why is
want now you might be wondering why is
want now you might be wondering why is that a leadership style imagine a group
that a leadership style imagine a group
that a leadership style imagine a group of people who are way more experienced
of people who are way more experienced
of people who are way more experienced than you you probably want to hear from
than you you probably want to hear from
than you you probably want to hear from them and take their suggestions rather
them and take their suggestions rather
them and take their suggestions rather than tell them what to do in the middle
than tell them what to do in the middle
than tell them what to do in the middle of that Spectrum we have the
of that Spectrum we have the
of that Spectrum we have the transactional leadership which you know
transactional leadership which you know
transactional leadership which you know when it comes down to it isn't really
when it comes down to it isn't really
when it comes down to it isn't really leadership more than it is management
leadership more than it is management
leadership more than it is management here in transactional leadership we're
here in transactional leadership we're
here in transactional leadership we're keeping things the same don't do your
keeping things the same don't do your
keeping things the same don't do your work get punished if you do your work
work get punished if you do your work
work get punished if you do your work get rewarded simple as that and
get rewarded simple as that and
get rewarded simple as that and understanding these theories in depth
understanding these theories in depth
understanding these theories in depth gives us a healthier look at what
gives us a healthier look at what
gives us a healthier look at what leadership means and gives us a 360°
leadership means and gives us a 360°
leadership means and gives us a 360° approach to becoming a badass ux leader
approach to becoming a badass ux leader
approach to becoming a badass ux leader which I emphasized so
which I emphasized so
which I emphasized so greatly
greatly
greatly 1995 the year host Malone was born and
1995 the year host Malone was born and
1995 the year host Malone was born and OJ Simpson found not guilty and the same
OJ Simpson found not guilty and the same
OJ Simpson found not guilty and the same year that Daniel Goldman published his
year that Daniel Goldman published his
year that Daniel Goldman published his New York Times bestseller emotional
New York Times bestseller emotional
New York Times bestseller emotional intelligence which stayed on the
intelligence which stayed on the
intelligence which stayed on the bestseller list for over a year in the
bestseller list for over a year in the
bestseller list for over a year in the book he talks about six different
book he talks about six different
book he talks about six different leadership styles and in this modu I
leadership styles and in this modu I
leadership styles and in this modu I want to go through them because it's
want to go through them because it's
want to go through them because it's important to recognize again that this
important to recognize again that this
important to recognize again that this job isn't just about understanding our
job isn't just about understanding our
job isn't just about understanding our users through research it's as much
users through research it's as much
users through research it's as much about understanding our teammates and
about understanding our teammates and
about understanding our teammates and stakeholders and when we recognize the
stakeholders and when we recognize the
stakeholders and when we recognize the type of working Styles there are we can
type of working Styles there are we can
type of working Styles there are we can more easily communicate across divides
more easily communicate across divides
more easily communicate across divides that can help create trust who knows
that can help create trust who knows
that can help create trust who knows perhaps this will even help us
perhaps this will even help us
perhaps this will even help us understand ourselves better too so the
understand ourselves better too so the
understand ourselves better too so the six styles are affiliative Visionary
six styles are affiliative Visionary
six styles are affiliative Visionary coaching Democratic coera SL commanding
coaching Democratic coera SL commanding
coaching Democratic coera SL commanding and Pace setting I'll quickly say that
and Pace setting I'll quickly say that
and Pace setting I'll quickly say that the first four styles I mentioned are
the first four styles I mentioned are
the first four styles I mentioned are good defaults the last two styles are
good defaults the last two styles are
good defaults the last two styles are bad h mean um good for certain
bad h mean um good for certain
bad h mean um good for certain situations as I describe each leadership
situations as I describe each leadership
situations as I describe each leadership style you know think about the times
style you know think about the times
style you know think about the times you've seen or used them in the past I
you've seen or used them in the past I
you've seen or used them in the past I want to be clear though everybody has a
want to be clear though everybody has a
want to be clear though everybody has a dominant style but the best leaders know
dominant style but the best leaders know
dominant style but the best leaders know when and how to switch up their Styles
when and how to switch up their Styles
when and how to switch up their Styles in different situations you know they
in different situations you know they
in different situations you know they know how and when but also they do it I
know how and when but also they do it I
know how and when but also they do it I know how and when but it could still be
know how and when but it could still be
know how and when but it could still be very difficult for me to take on a
very difficult for me to take on a
very difficult for me to take on a different style that's usually not me
different style that's usually not me
different style that's usually not me for example according to the leadership
for example according to the leadership
for example according to the leadership style quiz my dominant style is
style quiz my dominant style is
style quiz my dominant style is visionary then Democratic then
visionary then Democratic then
visionary then Democratic then affiliative then coaching then Pace
affiliative then coaching then Pace
affiliative then coaching then Pace setting and then the commanding style
setting and then the commanding style
setting and then the commanding style these styles do not define you but
these styles do not define you but
these styles do not define you but rather think of them as you know another
rather think of them as you know another
rather think of them as you know another tool in your ux leadership toolbox
tool in your ux leadership toolbox
tool in your ux leadership toolbox because as I got into teaching and
because as I got into teaching and
because as I got into teaching and mentoring students I've learned to
mentoring students I've learned to
mentoring students I've learned to utilize different styles at different
utilize different styles at different
utilize different styles at different times I had to so let's learn about each
times I had to so let's learn about each
times I had to so let's learn about each the pros and cons of each and when you
the pros and cons of each and when you
the pros and cons of each and when you might want to Channel A Certain style
might want to Channel A Certain style
might want to Channel A Certain style and if you want to find out which is
and if you want to find out which is
and if you want to find out which is your dominant style head to this website
your dominant style head to this website
your dominant style head to this website to take the quick quiz idealist.org
to take the quick quiz idealist.org
to take the quick quiz idealist.org Dale Carnegie author of one of my
Dale Carnegie author of one of my
Dale Carnegie author of one of my favorite books uh how to win friends and
favorite books uh how to win friends and
favorite books uh how to win friends and influence people once said that if you
influence people once said that if you
influence people once said that if you want people to be enthusiastic about
want people to be enthusiastic about
want people to be enthusiastic about your ideas make it about them not about
your ideas make it about them not about
your ideas make it about them not about you a great quote that embodies what are
you a great quote that embodies what are
you a great quote that embodies what are work as badass uxers is all about as we
work as badass uxers is all about as we
work as badass uxers is all about as we go through the next section on influence
go through the next section on influence
go through the next section on influence stop and think about stories you can
stop and think about stories you can
stop and think about stories you can relate to what you've encountered before
relate to what you've encountered before
relate to what you've encountered before how and when you can apply these
how and when you can apply these
how and when you can apply these learnings you fostering strong human
learnings you fostering strong human
learnings you fostering strong human relationships only work if you actively
relationships only work if you actively
relationships only work if you actively apply what you learn in real life you
apply what you learn in real life you
apply what you learn in real life you won't get anywhere just reading things
won't get anywhere just reading things
won't get anywhere just reading things so why learn about influence in a class
so why learn about influence in a class
so why learn about influence in a class about ux research alth if you haven't
about ux research alth if you haven't
about ux research alth if you haven't already survived much of of our job is
already survived much of of our job is
already survived much of of our job is to influence design through means of
to influence design through means of
to influence design through means of Storytelling and building empathy and
Storytelling and building empathy and
Storytelling and building empathy and compassion for users whether you're in a
compassion for users whether you're in a
compassion for users whether you're in a mature ux company or not we still need
mature ux company or not we still need
mature ux company or not we still need to influence our stakeholders on what is
to influence our stakeholders on what is
to influence our stakeholders on what is best for our users and maybe even what's
best for our users and maybe even what's
best for our users and maybe even what's best for your user research team there
best for your user research team there
best for your user research team there are a couple of great books on how to
are a couple of great books on how to
are a couple of great books on how to build relationships practically know
build relationships practically know
build relationships practically know emotional intelligence by Daniel Goldman
emotional intelligence by Daniel Goldman
emotional intelligence by Daniel Goldman which is where we learn about the six
which is where we learn about the six
which is where we learn about the six leadership styles this one right here
leadership styles this one right here
leadership styles this one right here how do when friends and influence people
how do when friends and influence people
how do when friends and influence people mandale carneg uh real influence by Mark
mandale carneg uh real influence by Mark
mandale carneg uh real influence by Mark gston and John Olman exercising
gston and John Olman exercising
gston and John Olman exercising influence by Kim Barnes yeah there's
influence by Kim Barnes yeah there's
influence by Kim Barnes yeah there's other great books related to ux
other great books related to ux
other great books related to ux specifically like Tom Grier's book
specifically like Tom Grier's book
specifically like Tom Grier's book articulating design decisions which is
articulating design decisions which is
articulating design decisions which is awesome but if you understand the
awesome but if you understand the
awesome but if you understand the fundamentals of influence you know you
fundamentals of influence you know you
fundamentals of influence you know you might not need all the other books now
might not need all the other books now
might not need all the other books now before we talk about influence we keep
before we talk about influence we keep
before we talk about influence we keep bringing up this TM
bringing up this TM
bringing up this TM empathy what the heck is it
empathy what the heck is it
empathy what the heck is it let's learn about empathy more and see
let's learn about empathy more and see
let's learn about empathy more and see what exactly has to do with building
what exactly has to do with building
what exactly has to do with building influence so please watch A Brief video
influence so please watch A Brief video
influence so please watch A Brief video about empathy by berain Brown a
about empathy by berain Brown a
about empathy by berain Brown a professor focused on leadership shame
professor focused on leadership shame
professor focused on leadership shame vulnerability and empathy author of dare
vulnerability and empathy author of dare
vulnerability and empathy author of dare to lead atlas of the heart lots of best
to lead atlas of the heart lots of best
to lead atlas of the heart lots of best sellers okay that I recommend especially
sellers okay that I recommend especially
sellers okay that I recommend especially dare to lead another book I recommend on
dare to lead another book I recommend on
dare to lead another book I recommend on leadership besides this class teaching a
leadership besides this class teaching a
leadership besides this class teaching a cohort working Consulting on ux research
cohort working Consulting on ux research
cohort working Consulting on ux research projects dabbling of cars helping ladies
projects dabbling of cars helping ladies
projects dabbling of cars helping ladies cross the road and in general
cross the road and in general
cross the road and in general hooliganism I also do mock interviews
hooliganism I also do mock interviews
hooliganism I also do mock interviews for ux researchers and one time I did a
for ux researchers and one time I did a
for ux researchers and one time I did a mock interview with a a mentee and I put
mock interview with a a mentee and I put
mock interview with a a mentee and I put all my love and effort into helping them
all my love and effort into helping them
all my love and effort into helping them because I really wanted them to succeed
because I really wanted them to succeed
because I really wanted them to succeed gave them templates questions co- Shir
gave them templates questions co- Shir
gave them templates questions co- Shir through questions and how to answer them
through questions and how to answer them
through questions and how to answer them when she didn't get the job she called
when she didn't get the job she called
when she didn't get the job she called me and she was crying I really didn't
me and she was crying I really didn't
me and she was crying I really didn't know what to do and I felt terrible it
know what to do and I felt terrible it
know what to do and I felt terrible it reminded me of when I was going through
reminded me of when I was going through
reminded me of when I was going through the transition into ux research so I
the transition into ux research so I
the transition into ux research so I knew exactly how she felt and I told her
knew exactly how she felt and I told her
knew exactly how she felt and I told her my story I'm not sure if it helped but
my story I'm not sure if it helped but
my story I'm not sure if it helped but maybe that's all I can do sometimes I
maybe that's all I can do sometimes I
maybe that's all I can do sometimes I checked in with her a few days later to
checked in with her a few days later to
checked in with her a few days later to see how else I can help cuz I I want I
see how else I can help cuz I I want I
see how else I can help cuz I I want I still want people to crush her
still want people to crush her
still want people to crush her interviews you know one doesn't work out
interviews you know one doesn't work out
interviews you know one doesn't work out hey it's okay you got interviews that's
hey it's okay you got interviews that's
hey it's okay you got interviews that's great you can get another one so I
great you can get another one so I
great you can get another one so I offered a quick chat with her again
offered a quick chat with her again
offered a quick chat with her again without realizing it at the time the
without realizing it at the time the
without realizing it at the time the story I just shared I guess exhibited
story I just shared I guess exhibited
story I just shared I guess exhibited three types of empathy described by
three types of empathy described by
three types of empathy described by Daniel Goldman in the book emotional
Daniel Goldman in the book emotional
Daniel Goldman in the book emotional intelligence there is three types
intelligence there is three types
intelligence there is three types cognitive empathy emotional empathy and
cognitive empathy emotional empathy and
cognitive empathy emotional empathy and compassion so cognitive empathy is
compassion so cognitive empathy is
compassion so cognitive empathy is knowing how others feel and think
knowing how others feel and think
knowing how others feel and think emotional empathy is feeling along with
emotional empathy is feeling along with
emotional empathy is feeling along with the other person and compassion is One
the other person and compassion is One
the other person and compassion is One Step Beyond empathy in fact when we talk
Step Beyond empathy in fact when we talk
Step Beyond empathy in fact when we talk about empathy in ux we should really be
about empathy in ux we should really be
about empathy in ux we should really be talking about compassion when you take
talking about compassion when you take
talking about compassion when you take the action to help that's compassion so
the action to help that's compassion so
the action to help that's compassion so not to turn the ux world up side down
not to turn the ux world up side down
not to turn the ux world up side down anything but you know yeah we're really
anything but you know yeah we're really
anything but you know yeah we're really talking about Compassion or we're
talking about Compassion or we're
talking about Compassion or we're talking about empathy empathy is
talking about empathy empathy is
talking about empathy empathy is vulnerability transcended by connecting
vulnerability transcended by connecting
vulnerability transcended by connecting with others while being able to connect
with others while being able to connect
with others while being able to connect with something inside that you can
with something inside that you can
with something inside that you can relate to in ux and design it translates
relate to in ux and design it translates
relate to in ux and design it translates to being able to know what it's like to
to being able to know what it's like to
to being able to know what it's like to be your users not just usability wise
be your users not just usability wise
be your users not just usability wise but their context their fears and
but their context their fears and
but their context their fears and motivations too in leadership empathy is
motivations too in leadership empathy is
motivations too in leadership empathy is knowing what motivates or scares your
knowing what motivates or scares your
knowing what motivates or scares your colleagues so that we can Garner growth
colleagues so that we can Garner growth
colleagues so that we can Garner growth empathy is the underpinning to
empathy is the underpinning to
empathy is the underpinning to influential leadership which we'll talk
influential leadership which we'll talk
influential leadership which we'll talk about right now
about right now
about right now influence is to connect with others to
influence is to connect with others to
influence is to connect with others to build strong relationships it's not
build strong relationships it's not
build strong relationships it's not taking selfies or Instagram photos of
taking selfies or Instagram photos of
taking selfies or Instagram photos of food right the social media influencer
food right the social media influencer
food right the social media influencer influence is not how can I get them to
influence is not how can I get them to
influence is not how can I get them to do this for me and it's certainly not do
do this for me and it's certainly not do
do this for me and it's certainly not do this or else right influence focuses on
this or else right influence focuses on
this or else right influence focuses on the other person or as gston and Omen
the other person or as gston and Omen
the other person or as gston and Omen puts it their there they're there the
puts it their there they're there the
puts it their there they're there the other person's there the other
other person's there the other
other person's there the other person's mind
person's mind
person's mind presence what is their perspective
presence what is their perspective
presence what is their perspective depending on how you go about it it's
depending on how you go about it it's
depending on how you go about it it's either persuasion manipulation or
either persuasion manipulation or
either persuasion manipulation or coercion but what the heck is the
coercion but what the heck is the
coercion but what the heck is the difference intent but why should we care
difference intent but why should we care
difference intent but why should we care well remember how I say everything in
well remember how I say everything in
well remember how I say everything in life comes down to semantics and first
life comes down to semantics and first
life comes down to semantics and first principles basically okay not everything
principles basically okay not everything
principles basically okay not everything in life but a lot of what we do once we
in life but a lot of what we do once we
in life but a lot of what we do once we Define these we can be more aware of our
Define these we can be more aware of our
Define these we can be more aware of our actions in the workplace and in your own
actions in the workplace and in your own
actions in the workplace and in your own home so let's start with the bad ones
home so let's start with the bad ones
home so let's start with the bad ones manipulation oh it's already bad it's
manipulation oh it's already bad it's
manipulation oh it's already bad it's getting control for short-term gains
getting control for short-term gains
getting control for short-term gains typically for yourself right selfish
typically for yourself right selfish
typically for yourself right selfish gains manipulation one side wins one
gains manipulation one side wins one
gains manipulation one side wins one side loses and there's no cooperation
side loses and there's no cooperation
side loses and there's no cooperation okay that's manipulation
okay that's manipulation
okay that's manipulation coercion I I mean that's this is the
coercion I I mean that's this is the
coercion I I mean that's this is the worst kind it's do it or else it's
worst kind it's do it or else it's
worst kind it's do it or else it's forcing or threatening somebody against
forcing or threatening somebody against
forcing or threatening somebody against their will to do something that you want
their will to do something that you want
their will to do something that you want them to do it's also a crime so uh I
them to do it's also a crime so uh I
them to do it's also a crime so uh I know none of you will do such thing so
know none of you will do such thing so
know none of you will do such thing so that leaves us with persuasion and
that leaves us with persuasion and
that leaves us with persuasion and influence what's the difference there we
influence what's the difference there we
influence what's the difference there we know manipulation and coer or bad
know manipulation and coer or bad
know manipulation and coer or bad persuasion
persuasion
persuasion influence it's interesting because I had
influence it's interesting because I had
influence it's interesting because I had a hard time distinguishing the two
a hard time distinguishing the two
a hard time distinguishing the two before but I attended to talk once I
before but I attended to talk once I
before but I attended to talk once I forgot who the speaker was but they were
forgot who the speaker was but they were
forgot who the speaker was but they were a leadership expert and I asked them
a leadership expert and I asked them
a leadership expert and I asked them what they thought the difference was
what they thought the difference was
what they thought the difference was between influence and persuasion and
between influence and persuasion and
between influence and persuasion and they gave what I thought was a pretty
they gave what I thought was a pretty
they gave what I thought was a pretty good response he said persuasion is
good response he said persuasion is
good response he said persuasion is something you do influence is something
something you do influence is something
something you do influence is something you
you
you earn I like that a lot persuasion is
earn I like that a lot persuasion is
earn I like that a lot persuasion is convincing people to take action even if
convincing people to take action even if
convincing people to take action even if they might not agree with you but still
they might not agree with you but still
they might not agree with you but still they have to eventually agree persuasion
they have to eventually agree persuasion
they have to eventually agree persuasion is disconnected influence and that's
is disconnected influence and that's
is disconnected influence and that's what most Business Schools and workshops
what most Business Schools and workshops
what most Business Schools and workshops teach persuasion makes the other person
teach persuasion makes the other person
teach persuasion makes the other person into an influencing Target right it's a
into an influencing Target right it's a
into an influencing Target right it's a target for influence persuasion is about
target for influence persuasion is about
target for influence persuasion is about getting people to do something your way
getting people to do something your way
getting people to do something your way persuasion works for the short term and
persuasion works for the short term and
persuasion works for the short term and sometimes is what we do to earn
sometimes is what we do to earn
sometimes is what we do to earn influence
influence
influence later so if you want a high level of
later so if you want a high level of
later so if you want a high level of commitment and long-term motivation to
commitment and long-term motivation to
commitment and long-term motivation to your idea then involve people in the
your idea then involve people in the
your idea then involve people in the creation of your idea as we've been
creation of your idea as we've been
creation of your idea as we've been learning this whole class right
learning this whole class right
learning this whole class right influence on the other hand influence
influence on the other hand influence
influence on the other hand influence Takes Time by cooperating with others
Takes Time by cooperating with others
Takes Time by cooperating with others understanding their point of
understanding their point of
understanding their point of views long term it's a win-win you're
views long term it's a win-win you're
views long term it's a win-win you're not forcing anybody to align with your
not forcing anybody to align with your
not forcing anybody to align with your objectives and vision influence seeks to
objectives and vision influence seeks to
objectives and vision influence seeks to make a authentic connections allows for
make a authentic connections allows for
make a authentic connections allows for dialogue and collaboration to build
dialogue and collaboration to build
dialogue and collaboration to build ideas together and both
ideas together and both
ideas together and both parties commit willingly so how do we
parties commit willingly so how do we
parties commit willingly so how do we gain influence let's go over some brief
gain influence let's go over some brief
gain influence let's go over some brief ways in the next lesson influence is
ways in the next lesson influence is
ways in the next lesson influence is really just about building relationships
really just about building relationships
really just about building relationships so what are some steps to gain influence
so what are some steps to gain influence
so what are some steps to gain influence well before I jump in a number of things
well before I jump in a number of things
well before I jump in a number of things to remember uh on your influencing
to remember uh on your influencing
to remember uh on your influencing Journey there's no step-by-step one siiz
Journey there's no step-by-step one siiz
Journey there's no step-by-step one siiz all process it's nearly impossible to
all process it's nearly impossible to
all process it's nearly impossible to influence everybody otherwise we
influence everybody otherwise we
influence everybody otherwise we wouldn't have wars and a lot of
wouldn't have wars and a lot of
wouldn't have wars and a lot of disagreements you may be right or only
disagreements you may be right or only
disagreements you may be right or only partially right be honest with your
partially right be honest with your
partially right be honest with your intentions and expect some resistance
intentions and expect some resistance
intentions and expect some resistance not everything's going to go smoothly as
not everything's going to go smoothly as
not everything's going to go smoothly as you try to build relationships
you try to build relationships
you try to build relationships especially with tougher teammates or
especially with tougher teammates or
especially with tougher teammates or stakeholders and the books I recommend
stakeholders and the books I recommend
stakeholders and the books I recommend the ones that I did recommend real
the ones that I did recommend real
the ones that I did recommend real influence are Mark gston John Olman
influence are Mark gston John Olman
influence are Mark gston John Olman exercising influence by Kim Barnes uh
exercising influence by Kim Barnes uh
exercising influence by Kim Barnes uh they Define different ways to influence
they Define different ways to influence
they Define different ways to influence I'm not going to go into their technical
I'm not going to go into their technical
I'm not going to go into their technical Frameworks or snazzy definitions because
Frameworks or snazzy definitions because
Frameworks or snazzy definitions because once you break down all of their points
once you break down all of their points
once you break down all of their points first principles it really comes down to
first principles it really comes down to
first principles it really comes down to two things first is showing compassion
two things first is showing compassion
two things first is showing compassion with active listening and providing
with active listening and providing
with active listening and providing possibilities and ideas and working
possibilities and ideas and working
possibilities and ideas and working together with the other person in fact
together with the other person in fact
together with the other person in fact you know what my mom had always taught
you know what my mom had always taught
you know what my mom had always taught me she said just be respectful humble
me she said just be respectful humble
me she said just be respectful humble listen first don't offend people don't
listen first don't offend people don't
listen first don't offend people don't brag don't be the first to talk people
brag don't be the first to talk people
brag don't be the first to talk people will naturally like you or at the very
will naturally like you or at the very
will naturally like you or at the very least won't give you any trouble and
least won't give you any trouble and
least won't give you any trouble and when you get that respect then people
when you get that respect then people
when you get that respect then people are more likely to listen to you so
are more likely to listen to you so
are more likely to listen to you so thanks Mom having an open mind is easier
thanks Mom having an open mind is easier
thanks Mom having an open mind is easier said than done though but it is
said than done though but it is
said than done though but it is important to know that you may not be
important to know that you may not be
important to know that you may not be 100% right all the time influential
100% right all the time influential
100% right all the time influential people Inspire us to see beyond where we
people Inspire us to see beyond where we
people Inspire us to see beyond where we are now to where we could be they
are now to where we could be they
are now to where we could be they understand where we're at now where we
understand where we're at now where we
understand where we're at now where we want to go and Inspire us towards
want to go and Inspire us towards
want to go and Inspire us towards possibility maybe even to places we
possibility maybe even to places we
possibility maybe even to places we couldn't even imagine ourselves it's
couldn't even imagine ourselves it's
couldn't even imagine ourselves it's really a blend of all of the leadership
really a blend of all of the leadership
really a blend of all of the leadership styles we talked about but before you
styles we talked about but before you
styles we talked about but before you try and go out to convince everyone to
try and go out to convince everyone to
try and go out to convince everyone to join your you know hell old Kitty Fan
join your you know hell old Kitty Fan
join your you know hell old Kitty Fan Club remember to expect resistance and
Club remember to expect resistance and
Club remember to expect resistance and keep in mind some common Tendencies of
keep in mind some common Tendencies of
keep in mind some common Tendencies of human beings people don't like others
human beings people don't like others
human beings people don't like others telling them what to do without asking
telling them what to do without asking
telling them what to do without asking for a lot of times people may simply
for a lot of times people may simply
for a lot of times people may simply resist and do the things it was before
resist and do the things it was before
resist and do the things it was before because it's easier to just continue
because it's easier to just continue
because it's easier to just continue doing the things we've always done
doing the things we've always done
doing the things we've always done people may not commit to any changes
people may not commit to any changes
people may not commit to any changes based on principle just to resist it if
based on principle just to resist it if
based on principle just to resist it if the change is imposed directly it could
the change is imposed directly it could
the change is imposed directly it could even create resentment even if the
even create resentment even if the
even create resentment even if the change was for the better if you don't
change was for the better if you don't
change was for the better if you don't work with people to explain your
work with people to explain your
work with people to explain your rationale people won't understand why
rationale people won't understand why
rationale people won't understand why you're changing things so here's some
you're changing things so here's some
you're changing things so here's some practical advice if you want to suggest
practical advice if you want to suggest
practical advice if you want to suggest changes to anything start with an
changes to anything start with an
changes to anything start with an affiliative leadership style by asking
affiliative leadership style by asking
affiliative leadership style by asking non-judgment of questions to understand
non-judgment of questions to understand
non-judgment of questions to understand people's perspectives which is our
people's perspectives which is our
people's perspectives which is our typical approach to ux research so why
typical approach to ux research so why
typical approach to ux research so why not apply that to anybody you know we
not apply that to anybody you know we
not apply that to anybody you know we can ask questions like when do you think
can ask questions like when do you think
can ask questions like when do you think of it now how do you decide to do this
of it now how do you decide to do this
of it now how do you decide to do this Behavior have you always had it like
Behavior have you always had it like
Behavior have you always had it like this why or why not what would you like
this why or why not what would you like
this why or why not what would you like your ideal situation to be why where do
your ideal situation to be why where do
your ideal situation to be why where do you get your inspiration for et ET you
you get your inspiration for et ET you
you get your inspiration for et ET you know affiliative leadership understand
know affiliative leadership understand
know affiliative leadership understand the other person then you might want to
the other person then you might want to
the other person then you might want to take a Democratic Leadership approach to
take a Democratic Leadership approach to
take a Democratic Leadership approach to offer relevant suggestions and also get
offer relevant suggestions and also get
offer relevant suggestions and also get their opinions I think XYZ approach but
their opinions I think XYZ approach but
their opinions I think XYZ approach but what do you think about doing this what
what do you think about doing this what
what do you think about doing this what are your thoughts Etc giving people a
are your thoughts Etc giving people a
are your thoughts Etc giving people a why usually helps them get closer to
why usually helps them get closer to
why usually helps them get closer to where you're coming from can you see the
where you're coming from can you see the
where you're coming from can you see the resemblance of good leaders to ux
resemblance of good leaders to ux
resemblance of good leaders to ux research like I said our job inherently
research like I said our job inherently
research like I said our job inherently requires leadership qualities so apply
requires leadership qualities so apply
requires leadership qualities so apply the same research approach that you do
the same research approach that you do
the same research approach that you do with participants with your
with participants with your
with participants with your team cool welcome to this lesson and
team cool welcome to this lesson and
team cool welcome to this lesson and this lesson we're going to go through a
this lesson we're going to go through a
this lesson we're going to go through a thinking exercise I saw a post in a
thinking exercise I saw a post in a
thinking exercise I saw a post in a forum about a person researcher who had
forum about a person researcher who had
forum about a person researcher who had done a road map a research road map
done a road map a research road map
done a road map a research road map workshop with their stakeholder team
workshop with their stakeholder team
workshop with their stakeholder team this is the prompt okay we give you the
this is the prompt okay we give you the
this is the prompt okay we give you the prompt the person runs a road map
prompt the person runs a road map
prompt the person runs a road map workshop with their team you know in the
workshop with their team you know in the
workshop with their team you know in the workshop it goes really well you define
workshop it goes really well you define
workshop it goes really well you define the timelines prioritize projects only
the timelines prioritize projects only
the timelines prioritize projects only come to find a few weeks later your
come to find a few weeks later your
come to find a few weeks later your stakeholders had given it to a different
stakeholders had given it to a different
stakeholders had given it to a different team all these projects no longer user
team all these projects no longer user
team all these projects no longer user research but now it's marketing or data
research but now it's marketing or data
research but now it's marketing or data analytics someone else that basically
analytics someone else that basically
analytics someone else that basically they said these research questions are
they said these research questions are
they said these research questions are for other teams not for user research I
for other teams not for user research I
for other teams not for user research I mean first of all how would you feel if
mean first of all how would you feel if
mean first of all how would you feel if someone did that you did all the work
someone did that you did all the work
someone did that you did all the work plann the research here the research
plann the research here the research
plann the research here the research questions that they be all came together
questions that they be all came together
questions that they be all came together with set the timelines prioritize
with set the timelines prioritize
with set the timelines prioritize everything you had the impression that
everything you had the impression that
everything you had the impression that it was going to be user research who
it was going to be user research who
it was going to be user research who goes and deal this product but the
goes and deal this product but the
goes and deal this product but the stakeholders gives it to other teams
stakeholders gives it to other teams
stakeholders gives it to other teams take it how would you feel and what
take it how would you feel and what
take it how would you feel and what would you do that's a question so pause
would you do that's a question so pause
would you do that's a question so pause the video think about it and when we
the video think about it and when we
the video think about it and when we come back I'll share what other people
come back I'll share what other people
come back I'll share what other people have said what I would recommend and
have said what I would recommend and
have said what I would recommend and then this is a thinking exercise in case
then this is a thinking exercise in case
then this is a thinking exercise in case you ever encounter it hopefully you
you ever encounter it hopefully you
you ever encounter it hopefully you don't but it'd be helpful to kind of
don't but it'd be helpful to kind of
don't but it'd be helpful to kind of think about these things on influence
think about these things on influence
think about these things on influence persu
persu
persu conflict
resolution all right welcome back hope
resolution all right welcome back hope you got some time to think about how to
you got some time to think about how to
you got some time to think about how to approach this situation it's a little
approach this situation it's a little
approach this situation it's a little difficult I would say but I'll share
difficult I would say but I'll share
difficult I would say but I'll share some responses from what I see on the
some responses from what I see on the
some responses from what I see on the line some people there's two camps it
line some people there's two camps it
line some people there's two camps it seems there's some people who say just
seems there's some people who say just
seems there's some people who say just do the research anyway if you find Value
do the research anyway if you find Value
do the research anyway if you find Value in it they'll they'll come to you oh
in it they'll they'll come to you oh
in it they'll they'll come to you oh they'll realize what how valuable it is
they'll realize what how valuable it is
they'll realize what how valuable it is damn you I will not be ignored get back
damn you I will not be ignored get back
damn you I will not be ignored get back in here get back in here here and love
in here get back in here here and love
in here get back in here here and love me on the other Camp there's people who
me on the other Camp there's people who
me on the other Camp there's people who say well I wouldn't do research at all
say well I wouldn't do research at all
say well I wouldn't do research at all if we had no alignment and there's
if we had no alignment and there's
if we had no alignment and there's another Camp of people who like well why
another Camp of people who like well why
another Camp of people who like well why did they give it away to a different
did they give it away to a different
did they give it away to a different team why didn't they raise this concern
team why didn't they raise this concern
team why didn't they raise this concern during the workshop or in any prompts to
during the workshop or in any prompts to
during the workshop or in any prompts to that and was the initial impression that
that and was the initial impression that
that and was the initial impression that user research was going to do this but
user research was going to do this but
user research was going to do this but then something changed where they gave
then something changed where they gave
then something changed where they gave it a a different team and you just
it a a different team and you just
it a a different team and you just weren't looped in so many different
weren't looped in so many different
weren't looped in so many different approaches so I'm curious to hear what
approaches so I'm curious to hear what
approaches so I'm curious to hear what you thought of here's what I personally
you thought of here's what I personally
you thought of here's what I personally might do and there's some really good
might do and there's some really good
might do and there's some really good responses here too when some people say
responses here too when some people say
responses here too when some people say well and and like I mentioned in module
well and and like I mentioned in module
well and and like I mentioned in module 3 you you don't ask them research
3 you you don't ask them research
3 you you don't ask them research questions you ask them hey what are your
questions you ask them hey what are your
questions you ask them hey what are your plans for the next year what are your
plans for the next year what are your
plans for the next year what are your product plans what's your vision what
product plans what's your vision what
product plans what's your vision what are your risks and benefits and goals
are your risks and benefits and goals
are your risks and benefits and goals and what things do you need to do in the
and what things do you need to do in the
and what things do you need to do in the next 6 months or 3 months or 9 months or
next 6 months or 3 months or 9 months or
next 6 months or 3 months or 9 months or 12 months what decisions are you going
12 months what decisions are you going
12 months what decisions are you going to have to make do you anticipate
to have to make do you anticipate
to have to make do you anticipate anywhere you might pivot or you
anywhere you might pivot or you
anywhere you might pivot or you anticipate something changing that a lot
anticipate something changing that a lot
anticipate something changing that a lot of kind of just projection into the
of kind of just projection into the
of kind of just projection into the future and premortem so to speak
future and premortem so to speak
future and premortem so to speak definitely that's the understanding bit
definitely that's the understanding bit
definitely that's the understanding bit when it comes to reinl your stakeholders
when it comes to reinl your stakeholders
when it comes to reinl your stakeholders understand what was the state of mind
understand what was the state of mind
understand what was the state of mind when research wasn't involved in their
when research wasn't involved in their
when research wasn't involved in their decision here and you got to do it it's
decision here and you got to do it it's
decision here and you got to do it it's something you can't avoid the action of
something you can't avoid the action of
something you can't avoid the action of doing research regardless of their input
doing research regardless of their input
doing research regardless of their input is I personally wouldn't just because
is I personally wouldn't just because
is I personally wouldn't just because like I mentioned before if you do
like I mentioned before if you do
like I mentioned before if you do research no one's involved no one knows
research no one's involved no one knows
research no one's involved no one knows what you're doing you come back and no
what you're doing you come back and no
what you're doing you come back and no one really had input to begin with
one really had input to begin with
one really had input to begin with they're going to be like well where are
they're going to be like well where are
they're going to be like well where are these questions where are these
these questions where are these
these questions where are these questions so these things change what
questions so these things change what
questions so these things change what happened to that a tree falls into
happened to that a tree falls into
happened to that a tree falls into Forest do you hear it right exactly that
Forest do you hear it right exactly that
Forest do you hear it right exactly that kind of case if you did research and no
kind of case if you did research and no
kind of case if you did research and no one does takes action on your
one does takes action on your
one does takes action on your recommendations it didn't happen didn't
recommendations it didn't happen didn't
recommendations it didn't happen didn't happen m is really crucial for any
happen m is really crucial for any
happen m is really crucial for any project it's not like you can go Rogue
project it's not like you can go Rogue
project it's not like you can go Rogue or vigilante researcher and hope to do a
or vigilante researcher and hope to do a
or vigilante researcher and hope to do a great research project and say they'll
great research project and say they'll
great research project and say they'll see the valley they're probably super
see the valley they're probably super
see the valley they're probably super busy of course sometimes it might help
busy of course sometimes it might help
busy of course sometimes it might help but get the Buy in involving the
but get the Buy in involving the
but get the Buy in involving the stakeholders is an inherent part of what
stakeholders is an inherent part of what
stakeholders is an inherent part of what we do and finally another approach you
we do and finally another approach you
we do and finally another approach you could take is okay well since they moved
could take is okay well since they moved
could take is okay well since they moved it over to a different team let me just
it over to a different team let me just
it over to a different team let me just see if that team needs help or my
see if that team needs help or my
see if that team needs help or my expertise need some help maybe that
expertise need some help maybe that
expertise need some help maybe that other team didn't even know they were
other team didn't even know they were
other team didn't even know they were supposed to do this so but you do cuz
supposed to do this so but you do cuz
supposed to do this so but you do cuz you plan all this and prioritize with
you plan all this and prioritize with
you plan all this and prioritize with the team all alone so you can go in
the team all alone so you can go in
the team all alone so you can go in there and say approach it in a friendly
there and say approach it in a friendly
there and say approach it in a friendly manner it's like hey you know I know you
manner it's like hey you know I know you
manner it's like hey you know I know you have this research project I can help
have this research project I can help
have this research project I can help how can I help you and that could be
how can I help you and that could be
how can I help you and that could be another approach so hope that was a good
another approach so hope that was a good
another approach so hope that was a good exercise in influencing the research and
exercise in influencing the research and
exercise in influencing the research and make sure it goes in the right direction
make sure it goes in the right direction
make sure it goes in the right direction it can be difficult if you encounter
it can be difficult if you encounter
it can be difficult if you encounter people decisions that leaves you out of
people decisions that leaves you out of
people decisions that leaves you out of the picture and sometimes maybe it opens
the picture and sometimes maybe it opens
the picture and sometimes maybe it opens up avenues for yourself or research
up avenues for yourself or research
up avenues for yourself or research opportunities as long as the research
opportunities as long as the research
opportunities as long as the research has been put in appropriate
has been put in appropriate
has been put in appropriate hands so to speak you want the research
hands so to speak you want the research
hands so to speak you want the research because you planned the workshop or is
because you planned the workshop or is
because you planned the workshop or is the research definitely research project
the research definitely research project
the research definitely research project that you need to take on I could imagine
that you need to take on I could imagine
that you need to take on I could imagine some sense of ownership like I did the
some sense of ownership like I did the
some sense of ownership like I did the research prioritization road map
research prioritization road map
research prioritization road map Workshop like these are all supposed to
Workshop like these are all supposed to
Workshop like these are all supposed to be my projects and but say go with
be my projects and but say go with
be my projects and but say go with collaborative approach and say hey if
collaborative approach and say hey if
collaborative approach and say hey if you think it makes sense to go there let
you think it makes sense to go there let
you think it makes sense to go there let me see how I can help or here's why I
me see how I can help or here's why I
me see how I can help or here's why I don't think it makes sense but let the
don't think it makes sense but let the
don't think it makes sense but let the ego go my ego your poor spited ego
ego go my ego your poor spited ego
ego go my ego your poor spited ego there's no right answer here there's no
there's no right answer here there's no
there's no right answer here there's no one approach that you could take and
one approach that you could take and
one approach that you could take and that's the point I want this is a
that's the point I want this is a
that's the point I want this is a difficult situation and I want you to
difficult situation and I want you to
difficult situation and I want you to you think about how you might approach
you think about how you might approach
you think about how you might approach it how if any of these ideas inspired a
it how if any of these ideas inspired a
it how if any of these ideas inspired a different approach for yourself thanks
different approach for yourself thanks
different approach for yourself thanks for watching again the research isn't
for watching again the research isn't
for watching again the research isn't the hard part people are and which is
the hard part people are and which is
the hard part people are and which is exactly what the next video is going to
exactly what the next video is going to
exactly what the next video is going to be about so I'll see you there the
be about so I'll see you there the
be about so I'll see you there the hardest thing about user research isn't
hardest thing about user research isn't
hardest thing about user research isn't the research it's people like any job we
the research it's people like any job we
the research it's people like any job we can probably do the thing we're hied to
can probably do the thing we're hied to
can probably do the thing we're hied to do but people are so fcking difficult
do but people are so fcking difficult
do but people are so fcking difficult today we'll delve into the art of
today we'll delve into the art of
today we'll delve into the art of working with stakeholders who might not
working with stakeholders who might not
working with stakeholders who might not be as Cooperative with research remember
be as Cooperative with research remember
be as Cooperative with research remember we want to create a harmonious and
we want to create a harmonious and
we want to create a harmonious and effective working relationship that
effective working relationship that
effective working relationship that benefits not just the research team not
benefits not just the research team not
benefits not just the research team not just stakeholders but our endusers who
just stakeholders but our endusers who
just stakeholders but our endusers who upon their needs being met ultimately
upon their needs being met ultimately
upon their needs being met ultimately will have this Sy biotic relationship
will have this Sy biotic relationship
will have this Sy biotic relationship and thus help the company as well but
and thus help the company as well but
and thus help the company as well but life isn't always so fine and dandy what
life isn't always so fine and dandy what
life isn't always so fine and dandy what happens if you run into push back from
happens if you run into push back from
happens if you run into push back from your own teammates so let's explore some
your own teammates so let's explore some
your own teammates so let's explore some effective strategies together first
effective strategies together first
effective strategies together first let's talk about mindset when faced of
let's talk about mindset when faced of
let's talk about mindset when faced of challenging situations remember research
challenging situations remember research
challenging situations remember research is easy people are hard don't take any
is easy people are hard don't take any
is easy people are hard don't take any resistance personally instead focus on
resistance personally instead focus on
resistance personally instead focus on the common superordinate goal we share
the common superordinate goal we share
the common superordinate goal we share with our stakeholders we need to
with our stakeholders we need to
with our stakeholders we need to understand their working Styles and
understand their working Styles and
understand their working Styles and preferences uh employ persuasive
preferences uh employ persuasive
preferences uh employ persuasive techniques that align with their needs
techniques that align with their needs
techniques that align with their needs building influence and Trust takes time
building influence and Trust takes time
building influence and Trust takes time so you know keep a record of your
so you know keep a record of your
so you know keep a record of your attempts and maintain a positive
attempts and maintain a positive
attempts and maintain a positive collaborative approach the second thing
collaborative approach the second thing
collaborative approach the second thing I need to talk about is due to long game
I need to talk about is due to long game
I need to talk about is due to long game maybe not today maybe not tomorrow like
maybe not today maybe not tomorrow like
maybe not today maybe not tomorrow like I mentioned building influence and Trust
I mentioned building influence and Trust
I mentioned building influence and Trust takes time that's exactly what we might
takes time that's exactly what we might
takes time that's exactly what we might need not every alignment is going to
need not every alignment is going to
need not every alignment is going to happen immediately what matters
happen immediately what matters
happen immediately what matters isn't aligning people with our point of
isn't aligning people with our point of
isn't aligning people with our point of view but aligning on
view but aligning on
view but aligning on something together start by
something together start by
something together start by understanding the wise behind any
understanding the wise behind any
understanding the wise behind any resistance and push back and then
resistance and push back and then
resistance and push back and then Implement those tactics that can help
Implement those tactics that can help
Implement those tactics that can help you achieve your long-term goals play
you achieve your long-term goals play
you achieve your long-term goals play the long game right it might not happen
the long game right it might not happen
the long game right it might not happen today you need to build up relationships
today you need to build up relationships
today you need to build up relationships and that's take that takes time ask some
and that's take that takes time ask some
and that's take that takes time ask some questions understand where they're
questions understand where they're
questions understand where they're coming from have them understanding
coming from have them understanding
coming from have them understanding where you're coming from and then find a
where you're coming from and then find a
where you're coming from and then find a solution to move forward together the
solution to move forward together the
solution to move forward together the third tip for working with people who
third tip for working with people who
third tip for working with people who might not be as Cooperative is them
might not be as Cooperative is them
might not be as Cooperative is them maybe it isn't you either maybe this
maybe it isn't you either maybe this
maybe it isn't you either maybe this just a misunderstanding and Clarity and
just a misunderstanding and Clarity and
just a misunderstanding and Clarity and understanding misalignment happens
understanding misalignment happens
understanding misalignment happens because of differences an understanding
because of differences an understanding
because of differences an understanding of what's needed sometimes it's the
of what's needed sometimes it's the
of what's needed sometimes it's the words we're using maybe we're assuming
words we're using maybe we're assuming
words we're using maybe we're assuming the way they're using a certain word is
the way they're using a certain word is
the way they're using a certain word is a way that is something else compared to
a way that is something else compared to
a way that is something else compared to what word referring to people have a
what word referring to people have a
what word referring to people have a different definition or per ception of
different definition or per ception of
different definition or per ception of something and that's why I always start
something and that's why I always start
something and that's why I always start by asking how people are defining things
by asking how people are defining things
by asking how people are defining things to to get to the roote so start by
to to get to the roote so start by
to to get to the roote so start by clarifying how different stakeholders
clarifying how different stakeholders
clarifying how different stakeholders perceive key Concepts to ensure
perceive key Concepts to ensure
perceive key Concepts to ensure everyone's on the same page everyone's
everyone's on the same page everyone's
everyone's on the same page everyone's on the same page then effective
on the same page then effective
on the same page then effective discourse can happen you know I had a a
discourse can happen you know I had a a
discourse can happen you know I had a a VP who said I don't want to get into
VP who said I don't want to get into
VP who said I don't want to get into semantics right now and I'm like well it
semantics right now and I'm like well it
semantics right now and I'm like well it if none of us understand what your
if none of us understand what your
if none of us understand what your definition of this term is how can we
definition of this term is how can we
definition of this term is how can we even begin to understand your process
even begin to understand your process
even begin to understand your process and implementation of it so you got to
and implementation of it so you got to
and implementation of it so you got to break that down first step four you know
break that down first step four you know
break that down first step four you know here's some like communication strategy
here's some like communication strategy
here's some like communication strategy we'll have a whole module on this next
we'll have a whole module on this next
we'll have a whole module on this next but the importance of thoughtful
but the importance of thoughtful
but the importance of thoughtful communication cannot be emphasized
communication cannot be emphasized
communication cannot be emphasized enough we have to choose our words
enough we have to choose our words
enough we have to choose our words carefully and steer clear of you know
carefully and steer clear of you know
carefully and steer clear of you know phrases that could be perceived as
phrases that could be perceived as
phrases that could be perceived as dismissive or belittling especially
dismissive or belittling especially
dismissive or belittling especially during times of disagreement so the
during times of disagreement so the
during times of disagreement so the fourth tip I has for you is to be aware
fourth tip I has for you is to be aware
fourth tip I has for you is to be aware when and what language we're using
when and what language we're using
when and what language we're using depending on the level of trust I say
depending on the level of trust I say
depending on the level of trust I say depending on the level of trust because
depending on the level of trust because
depending on the level of trust because there's two ways things can go take for
there's two ways things can go take for
there's two ways things can go take for example these phrases well from a
example these phrases well from a
example these phrases well from a research perspective well from a design
research perspective well from a design
research perspective well from a design perspective well from a insert here
perspective well from a insert here
perspective well from a insert here perspective they seem
perspective they seem
perspective they seem inous right and I've seen these exact
inous right and I've seen these exact
inous right and I've seen these exact phrases used in two different kinds of
phrases used in two different kinds of
phrases used in two different kinds of environments one where the team had
environments one where the team had
environments one where the team had great trust and open-mindedness
great trust and open-mindedness
great trust and open-mindedness and the other where the team didn't have
and the other where the team didn't have
and the other where the team didn't have a high level of trust at all okay so do
a high level of trust at all okay so do
a high level of trust at all okay so do you see it doesn't matter what you say
you see it doesn't matter what you say
you see it doesn't matter what you say it depends on how people might be
it depends on how people might be
it depends on how people might be perceiving it or past
perceiving it or past
perceiving it or past history these may be great to use when
history these may be great to use when
history these may be great to use when the team is vibing everybody's having a
the team is vibing everybody's having a
the team is vibing everybody's having a good time they're having an open-minded
good time they're having an open-minded
good time they're having an open-minded discussion and they want to hear
discussion and they want to hear
discussion and they want to hear different perspectives right from a
different perspectives right from a
different perspectives right from a research perspective I want to hear from
research perspective I want to hear from
research perspective I want to hear from the research side what do you have to
the research side what do you have to
the research side what do you have to say oh I want to hear from the market
say oh I want to hear from the market
say oh I want to hear from the market research side what do you have to say
research side what do you have to say
research side what do you have to say about on the other hand when relation
about on the other hand when relation
about on the other hand when relation ships
ships
ships aren't at an all-time high I see people
aren't at an all-time high I see people
aren't at an all-time high I see people completely go off because maybe they're
completely go off because maybe they're
completely go off because maybe they're perceived as dismissive instead right
perceived as dismissive instead right
perceived as dismissive instead right instead of collaboration is now
instead of collaboration is now
instead of collaboration is now defensiveness it's like oh well from a
defensiveness it's like oh well from a
defensiveness it's like oh well from a research perspective displ so how fickle
research perspective displ so how fickle
research perspective displ so how fickle human relationships are right remember
human relationships are right remember
human relationships are right remember it's not about our point of view it's
it's not about our point of view it's
it's not about our point of view it's not about their point of view it's about
not about their point of view it's about
not about their point of view it's about you know at the end of the day trying to
you know at the end of the day trying to
you know at the end of the day trying to do something for the users ultimately
do something for the users ultimately
do something for the users ultimately leading to a Better Business it could be
leading to a Better Business it could be
leading to a Better Business it could be hard when there's no trust everything
hard when there's no trust everything
hard when there's no trust everything you say even if you have the best
you say even if you have the best
you say even if you have the best intentions could be perceived not good
intentions could be perceived not good
intentions could be perceived not good that's where we might employ the
that's where we might employ the
that's where we might employ the affiliative leadership style in
affiliative leadership style in
affiliative leadership style in conclusion here are the few key
conclusion here are the few key
conclusion here are the few key principles to Foster effective
principles to Foster effective
principles to Foster effective collaboration don't be confrontational
collaboration don't be confrontational
collaboration don't be confrontational carefront focus on the overall goals not
carefront focus on the overall goals not
carefront focus on the overall goals not somebody's personal goals including
somebody's personal goals including
somebody's personal goals including yourself and if your goals don't align
yourself and if your goals don't align
yourself and if your goals don't align you got to go back and understand where
you got to go back and understand where
you got to go back and understand where you coming from where are they coming
you coming from where are they coming
you coming from where are they coming from why aren't we
from why aren't we
from why aren't we aligning what is it that's forming the
aligning what is it that's forming the
aligning what is it that's forming the rift between us and then start from
rift between us and then start from
rift between us and then start from there and also the language of true
there and also the language of true
there and also the language of true leaders is honest open and compassionate
leaders is honest open and compassionate
leaders is honest open and compassionate communication hrdq is a research-based
communication hrdq is a research-based
communication hrdq is a research-based training program that provides training
training program that provides training
training program that provides training and they call it soft skills I just like
and they call it soft skills I just like
and they call it soft skills I just like to call it human skills and I want to
to call it human skills and I want to
to call it human skills and I want to introduce you the four different
introduce you the four different
introduce you the four different communication Styles because it's useful
communication Styles because it's useful
communication Styles because it's useful to one improve our interactions of
to one improve our interactions of
to one improve our interactions of others two recognize what kind of styles
others two recognize what kind of styles
others two recognize what kind of styles you might encounter your arch nemesis
you might encounter your arch nemesis
you might encounter your arch nemesis three and perhaps more importantly it's
three and perhaps more importantly it's
three and perhaps more importantly it's a way of understanding ourselves too
a way of understanding ourselves too
a way of understanding ourselves too what makes us tick what styles Do We
what makes us tick what styles Do We
what makes us tick what styles Do We Vibe with and what styles do we butt
Vibe with and what styles do we butt
Vibe with and what styles do we butt heads with all of this can help
heads with all of this can help
heads with all of this can help influence our success and relationships
influence our success and relationships
influence our success and relationships in a positive way so let's get into it
in a positive way so let's get into it
in a positive way so let's get into it here I'm showing the Four Styles in two
here I'm showing the Four Styles in two
here I'm showing the Four Styles in two Dimensions low to high assertiveness and
Dimensions low to high assertiveness and
Dimensions low to high assertiveness and low to high expressiveness we have
low to high expressiveness we have
low to high expressiveness we have direct spirited considerate and
direct spirited considerate and
direct spirited considerate and systematic let's walk through each one
systematic let's walk through each one
systematic let's walk through each one the direct style tells it like it is
the direct style tells it like it is
the direct style tells it like it is there's no mincing words they're highly
there's no mincing words they're highly
there's no mincing words they're highly conscious of time Mission oriented
conscious of time Mission oriented
conscious of time Mission oriented results driven and willing to confront
results driven and willing to confront
results driven and willing to confront issues head on spir is style tends to be
issues head on spir is style tends to be
issues head on spir is style tends to be enthusiastic intuitive very friendly and
enthusiastic intuitive very friendly and
enthusiastic intuitive very friendly and bubbly so therefore great building
bubbly so therefore great building
bubbly so therefore great building strong relationships and is an
strong relationships and is an
strong relationships and is an expressive persuasive motivating and
expressive persuasive motivating and
expressive persuasive motivating and inspiring style the concerted style uses
inspiring style the concerted style uses
inspiring style the concerted style uses a soft warm tone of voice they have good
a soft warm tone of voice they have good
a soft warm tone of voice they have good listening skills they're good team
listening skills they're good team
listening skills they're good team players and managers who use a caring
players and managers who use a caring
players and managers who use a caring empathetic and appreciative style last
empathetic and appreciative style last
empathetic and appreciative style last but not least we have systematic this is
but not least we have systematic this is
but not least we have systematic this is thorough precise facts driven organized
thorough precise facts driven organized
thorough precise facts driven organized and diplomatic so they typically won't
and diplomatic so they typically won't
and diplomatic so they typically won't get on everyone's bad side and mind
get on everyone's bad side and mind
get on everyone's bad side and mind their own business sounds great I bet
their own business sounds great I bet
their own business sounds great I bet you could probably pinpoint which is
you could probably pinpoint which is
you could probably pinpoint which is your dominant style but just as we have
your dominant style but just as we have
your dominant style but just as we have positives with each child we have
positives with each child we have
positives with each child we have negatives as well or rather instead of
negatives as well or rather instead of
negatives as well or rather instead of negative let's call it blind spots
negative let's call it blind spots
negative let's call it blind spots direct communicators tend to be poor
direct communicators tend to be poor
direct communicators tend to be poor listeners likes control and competition
listeners likes control and competition
listeners likes control and competition may be impatient discounts feelings
may be impatient discounts feelings
may be impatient discounts feelings doesn't mind arguing the spirited
doesn't mind arguing the spirited
doesn't mind arguing the spirited communication style focuses on a big
communication style focuses on a big
communication style focuses on a big picture tends to forget the details they
picture tends to forget the details they
picture tends to forget the details they tend to exaggerate in generalizations
tend to exaggerate in generalizations
tend to exaggerate in generalizations maybe procrastinate responds poorly to
maybe procrastinate responds poorly to
maybe procrastinate responds poorly to criticism considerate communication
criticism considerate communication
criticism considerate communication style avoids conflict might give in
style avoids conflict might give in
style avoids conflict might give in easily resists change they emphasize
easily resists change they emphasize
easily resists change they emphasize feelings and tends to keep opinions to
feelings and tends to keep opinions to
feelings and tends to keep opinions to oneself and finally last but not least
oneself and finally last but not least
oneself and finally last but not least we have the the blind spots for the
we have the the blind spots for the
we have the the blind spots for the systematic Communicator which is they
systematic Communicator which is they
systematic Communicator which is they focus too much on the fine details and
focus too much on the fine details and
focus too much on the fine details and they care about logic over emotions
they care about logic over emotions
they care about logic over emotions turst and risk averse think of a friend
turst and risk averse think of a friend
turst and risk averse think of a friend I bet you could probably pinpoint which
I bet you could probably pinpoint which
I bet you could probably pinpoint which style they have your manager your
style they have your manager your
style they have your manager your colleague maybe yourself but there's a
colleague maybe yourself but there's a
colleague maybe yourself but there's a lot more to these Styles than just
lot more to these Styles than just
lot more to these Styles than just verbal communication parav verbal too
verbal communication parav verbal too
verbal communication parav verbal too body language and also personal space
body language and also personal space
body language and also personal space and I'm also wondering if you could draw
and I'm also wondering if you could draw
and I'm also wondering if you could draw any parallels to the leadership styles
any parallels to the leadership styles
any parallels to the leadership styles we spoke about in the previous module
we spoke about in the previous module
we spoke about in the previous module I'm not sure if there's any significance
I'm not sure if there's any significance
I'm not sure if there's any significance to this but it seems to me that direct
to this but it seems to me that direct
to this but it seems to me that direct communicators might take on a commanding
communicators might take on a commanding
communicators might take on a commanding leadership style systematic
leadership style systematic
leadership style systematic communicators might be the Pace Setters
communicators might be the Pace Setters
communicators might be the Pace Setters spirited might be Visionary leadership
spirited might be Visionary leadership
spirited might be Visionary leadership style where considerate communicators
style where considerate communicators
style where considerate communicators might have a mix of affiliative coaching
might have a mix of affiliative coaching
might have a mix of affiliative coaching and Democratic what are your thoughts
and Democratic what are your thoughts
and Democratic what are your thoughts anyway I'm always trying to draw
anyway I'm always trying to draw
anyway I'm always trying to draw patterns between things personally my
patterns between things personally my
patterns between things personally my dominant communication style is
dominant communication style is
dominant communication style is considerate but these style theories
considerate but these style theories
considerate but these style theories aren't meant to put a box around us
aren't meant to put a box around us
aren't meant to put a box around us they're simply a starting point to help
they're simply a starting point to help
they're simply a starting point to help us understand how people might
us understand how people might
us understand how people might communicate think of them like Proto
communicate think of them like Proto
communicate think of them like Proto personas in fact I mentioned my dominant
personas in fact I mentioned my dominant
personas in fact I mentioned my dominant style is considerate which means that I
style is considerate which means that I
style is considerate which means that I might take a different approach in
might take a different approach in
might take a different approach in different situations just like those
different situations just like those
different situations just like those leadership styles we talked about the
leadership styles we talked about the
leadership styles we talked about the reality is most people are a mix of
reality is most people are a mix of
reality is most people are a mix of different styles and may switch up
different styles and may switch up
different styles and may switch up styles depending on context and
styles depending on context and
styles depending on context and situations now here's a question for you
situations now here's a question for you
situations now here's a question for you and I'm sure you already sensed it which
and I'm sure you already sensed it which
and I'm sure you already sensed it which style do you feel is the opposite of
style do you feel is the opposite of
style do you feel is the opposite of yours who do you tend not to get along
yours who do you tend not to get along
yours who do you tend not to get along with I'm willing to guess it's the style
with I'm willing to guess it's the style
with I'm willing to guess it's the style that's diagonal to yours according to
that's diagonal to yours according to
that's diagonal to yours according to that chart people in diagonal quadrants
that chart people in diagonal quadrants
that chart people in diagonal quadrants tend to have polar opposite
tend to have polar opposite
tend to have polar opposite communication styles from each other
communication styles from each other
communication styles from each other direct and considerate but heads while
direct and considerate but heads while
direct and considerate but heads while spirited and systematic tend to butt
spirited and systematic tend to butt
spirited and systematic tend to butt heads we can recognize the different
heads we can recognize the different
heads we can recognize the different styles that exist Isn't that cool this
styles that exist Isn't that cool this
styles that exist Isn't that cool this is the first step to being better
is the first step to being better
is the first step to being better communicators simply understanding
communicators simply understanding
communicators simply understanding others first
others first
others first First Holy Moly you made it 4 and 1/2
First Holy Moly you made it 4 and 1/2
First Holy Moly you made it 4 and 1/2 hours of leveling up your ux research
hours of leveling up your ux research
hours of leveling up your ux research game what a ride give yourselves a pat
game what a ride give yourselves a pat
game what a ride give yourselves a pat on the back and thank you thank you for
on the back and thank you thank you for
on the back and thank you thank you for watching virtual high five whether you
watching virtual high five whether you
watching virtual high five whether you jumped around the video skip sections or
jumped around the video skip sections or
jumped around the video skip sections or rewatch sections I hope you found
rewatch sections I hope you found
rewatch sections I hope you found something to take away something that
something to take away something that
something to take away something that was helpful and gave you a sense of the
was helpful and gave you a sense of the
was helpful and gave you a sense of the the right mindset and some Pro
the right mindset and some Pro
the right mindset and some Pro strategies to be that ux leader shaping
strategies to be that ux leader shaping
strategies to be that ux leader shaping the future of our field but remember
the future of our field but remember
the future of our field but remember this is just the beginning now that
this is just the beginning now that
this is just the beginning now that you've got a foundation you can keep the
you've got a foundation you can keep the
you've got a foundation you can keep the momentum going like I said this video
momentum going like I said this video
momentum going like I said this video was just a tiny fraction of my entire
was just a tiny fraction of my entire
was just a tiny fraction of my entire master class which I spent 5 years on so
master class which I spent 5 years on so
master class which I spent 5 years on so if you thought there was a lot in here
if you thought there was a lot in here
if you thought there was a lot in here you'll love my master class it's my baby
you'll love my master class it's my baby
you'll love my master class it's my baby like I said I quit my job and went monk
like I said I quit my job and went monk
like I said I quit my job and went monk mode to make it that's how serious I am
mode to make it that's how serious I am
mode to make it that's how serious I am about ux research education so I invite
about ux research education so I invite
about ux research education so I invite you to check out my self-paced master
you to check out my self-paced master
you to check out my self-paced master class to dive even deeper Shar your
class to dive even deeper Shar your
class to dive even deeper Shar your skills it's step by step everything
skills it's step by step everything
skills it's step by step everything everything I have a preview on my
everything I have a preview on my
everything I have a preview on my website there for you to watch at least
website there for you to watch at least
website there for you to watch at least go check it out check out the curriculum
go check it out check out the curriculum
go check it out check out the curriculum see what's in there in it you'll find
see what's in there in it you'll find
see what's in there in it you'll find extended lessons real world case studies
extended lessons real world case studies
extended lessons real world case studies actional exercises role playing
actional exercises role playing
actional exercises role playing exercises designed to take you from good
exercises designed to take you from good
exercises designed to take you from good to great and you know me right I I will
to great and you know me right I I will
to great and you know me right I I will ask you real life scenarios I want you
ask you real life scenarios I want you
ask you real life scenarios I want you do it you do it or you're not moving to
do it you do it or you're not moving to
do it you do it or you're not moving to the next lesson so keep asking questions
the next lesson so keep asking questions
the next lesson so keep asking questions stay curious most importantly keep
stay curious most importantly keep
stay curious most importantly keep pushing yourself to be the kind of
pushing yourself to be the kind of
pushing yourself to be the kind of badass yrics leader that sets the
badass yrics leader that sets the
badass yrics leader that sets the standard not follows it thank you so
standard not follows it thank you so
standard not follows it thank you so much for watching mad love peace
much for watching mad love peace
much for watching mad love peace [Music]
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