Border Crossing Media's Breakout session at Digital Transformation 2016 - how to avoid the innovation echo chamber and navigate your way through your own transformation or evolution using UX techniques.
9. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Source: www.astronomygcse.co.uk
Everything want to be in the lowest state of
energy with the least amount of disorder.
Third Law of Thermodynamics
30. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Generative Product & Market Research
Generative Product Research Generative Market Research
Questions
How can we solve the problem?
What form should this take?
How important is the design?
What’s the quickest solution?
What is the minimum feature set?
How should we prioritise?
Methods
Solution interview
Contextual inquiry/ethnography
Demo pitch
Consulting
Competitor analysis and usability testing
Questions
Who is our customer?
What are their pains?
What job needs to be done?
Is our customer segment too broad?
How do we find them?
Methods
Customer discovery interviews
Contextual inquiry/ethnography
Data mining
Focus groups*
Surveys* (open ended)
* Not recommended
31. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Evaluative Product/Market Research
Evaluative Product Research Evaluative Market Research
Questions
Is this solution working?
Are people using it?
Which solution is better?
How should we optimise this?
What do people like / dislike?
Why do they do that?
Methods
Paper prototypes
Clickable prototypes
Usability
Hallway
Live
Remote
Functioning products
Analytics
Surveys*
o Net Promoter Score
o Product/Market Fit Survey
* Not recommended
Questions
Are they really willing to pay?
How much will they pay?
How do we convince them to buy?
How much will it cost to sell?
Can we scale marketing?
Methods
5 second tests
Comprehension
Conjoint Analysis
Data mining/market research
Surveys* (closed)
* Not recommended
33. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Ask the right questions
34. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Ask the right questions
• Who are we building for?
• What is their purpose?
• What are their wants and needs?
• What are the problems and challenges
they face?
• How does our “solution” fit into their lives
and the jobs they need to get done?
35. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Set your hypothesis:
“If I do ‘X’, ‘Y’ will happen”
40. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Task:
Reduce Complaints and Reworks
41. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
If you see there is a problem with a customer’s policy. Find out
how to fix it and then pick up the phone and tell them:
1. What the problem was
2. How it will be resolved
3. How long it will take to resolve it
4. When you will call them back once it is fixed.
Pick Up The Phone
42. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
If you see thereis a problemwith a customer’spolicy.Find out
how to fix it and then pickup the phone and tellthem:
1. What the problemwas
2. Howit will be resolved
3. Howlongit will taketo resolveit
4. When you will call themback onceit is fixed.
Pick Up The Phone
• Reduction in complaints
• Reduction in reworks
• Reduction in box losses
• Better Staff engagement results
• Better Customer Satisfaction
results
43. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
4. Measure and improve
44. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Ask yourselves
• Was my hypothesis right?
• If yes, what was the impact to the
business
• If no, why wasn’t it right
• What have we learnt?
• How will we do differently next time?
45. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
How will we do
differently next time?
46. +44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978
Source: www.astronomygcse.co.uk
Everything want to be in the lowest state of
energy with the least amount of disorder.
Third Law of Thermodynamics