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TransformingStrategic Research
CapacityThrough
Democratization
OCTOBER 2019
Copyright 1998-2019 FMR LLC. All Rights Reserved.2
More designers than
researchers?
Copyright 1998-2019 FMR LLC. All Rights Reserved.3
Waiting for research?
TransformingStrategic Research
CapacityThrough
Democratization
OCTOBER 2019
Copyright 1998-2019 FMR LLC. All Rights Reserved.5
Marjorie Stainback
Research Operations Manager
@marjoriesample
Kelsey Kingman
Senior User Researcher
@keshiekay
Copyright 1998-2019 FMR LLC. All Rights Reserved.6
1946
FOUNDED
Copyright 1998-2019 FMR LLC. All Rights Reserved.7
iterative cross-functional sprints
Agile
Copyright 1998-2019 FMR LLC. All Rights Reserved.8
4
business units
Copyright 1998-2019 FMR LLC. All Rights Reserved.9
24
domains
Copyright 1998-2019 FMR LLC. All Rights Reserved.10
70
initiatives
Copyright 1998-2019 FMR LLC. All Rights Reserved.11
450
scrum teams
Copyright 1998-2019 FMR LLC. All Rights Reserved.12
# researchers per designer
Copyright 1998-2019 FMR LLC. All Rights Reserved.13
14 days
avg. intake to delivery
Copyright 1998-2019 FMR LLC. All Rights Reserved.14
Rogues
teams going rogue
or skipping research
Copyright 1998-2019 FMR LLC. All Rights Reserved.15
85%
evaluative
2018
Copyright 1998-2019 FMR LLC. All Rights Reserved.16
formal : to make (something)
available to all people : to make it
possible for all people to understand
(something)
DEMOCRATIZE (verb)
de·​moc·​ra·​tize | di-ˈmä-krə-ˌtīz
Copyright 1998-2019 FMR LLC. All Rights Reserved.17
8 hours
2 weeks
6 students/class
EDUCATION ENABLEMENT
Tool and user access
1:1 guidance from a
user researcher
+
Copyright 1998-2019 FMR LLC. All Rights Reserved.18
In less than a year
Copyright 1998-2019 FMR LLC. All Rights Reserved.19
125designers trained
Copyright 1998-2019 FMR LLC. All Rights Reserved.20
215studies launched
Copyright 1998-2019 FMR LLC. All Rights Reserved.21
15% 85%
2018
EvaluativeStrategic
15% 85%
Copyright 1998-2019 FMR LLC. All Rights Reserved.22
56% 44%
EvaluativeStrategic
56% 44%
2019 (YTD)
Copyright 1998-2019 FMR LLC. All Rights Reserved.23
14 days
avg. intake to delivery
INTAKE DELIVER
ANALYZERUNITERATEPLANSCHEDULE SCHEDULE
Copyright 1998-2019 FMR LLC. All Rights Reserved.24
INTAKE DELIVER
ANALYZERUNPLAN
14 3 days
avg. intake to delivery
Copyright 1998-2019 FMR LLC. All Rights Reserved.25
11 days
faster
Copyright 1998-2019 FMR LLC. All Rights Reserved.26
Leverage and
get the most of your
existing team
Copyright 1998-2016 FMR LLC. All Rights Reserved.27
Program & Measurement
Key Ingredients
Pitfalls To Avoid
Copyright 1998-2016 FMR LLC. All Rights Reserved.28
Program
Copyright 1998-2019 FMR LLC. All Rights Reserved.29
# researchers per designer
14 days
avg. intake to delivery
85% evaluative
in 2017 & 2018, researchers
spent most time on low-impact
projects
Rogues
teams going rogue
or skipping research
Copyright 1998-2019 FMR LLC. All Rights Reserved.30
If we teach product team members how to
conduct research
…then our average intake to delivery time will
decrease
HYPOTHESIS
Copyright 1998-2019 FMR LLC. All Rights Reserved.31
One method
Copyright 1998-2019 FMR LLC. All Rights Reserved.32
quick evaluativesupport
geographically
dispersed teams
Copyright 1998-2019 FMR LLC. All Rights Reserved.33
Product team members
trained to create remote
unmoderated usability
studies
DEMOCRATIZATION OF RESEARCH
Copyright 1998-2019 FMR LLC. All Rights Reserved.34
remote unmoderated usability studies
responses in < 1
day
QUICK EVALUATIVE
identifies pain
points
SUPPORT
digital tools & user
panels
Copyright 1998-2019 FMR LLC. All Rights Reserved.35
remote unmoderated usability studies
screen & voice
recording
think-aloud
following test plan
diverse user panel
Copyright 1998-2019 FMR LLC. All Rights Reserved.36
remote unmoderated usability studies
measure usage
Copyright 1998-2016 FMR LLC. All Rights Reserved.37
Measurement
Copyright 1998-2019 FMR LLC. All Rights Reserved.38
Create measurement
tools to establish
magnitude of problem and
track progress over time
STEP 1
Copyright 1998-2019 FMR LLC. All Rights Reserved.39
Research
Delivery Date
INTAKE FORM
Date Request
Received
REPOSITORY
- = 14 days
avg. intake to
delivery
Copyright 1998-2019 FMR LLC. All Rights Reserved.40
# candidates &
graduates
# studies
launched
constructive
criticism
Copyright 1998-2019 FMR LLC. All Rights Reserved.41
Define your desired
outcomes
STEP 2
DIRECTIONAL QUALIFIER
(INCREASE/DECREASE)
MEASURABLE
OBJECT
GOAL
Copyright 1998-2019 FMR LLC. All Rights Reserved.42
decrease
MEASUREDIRECTION
daysnumber of
GOAL
it takes teams to obtain user feedback
Copyright 1998-2016 FMR LLC. All Rights Reserved.43
3 Key Ingredients
Shared Vision + Education + Validity
Copyright 1998-2019 FMR LLC. All Rights Reserved.44
Shared Vision
researchers product managersdesigners
+ +
stakeholders
+
Copyright 1998-2019 FMR LLC. All Rights Reserved.45
“By training and empowering designers with the tools to
envision and evaluate targeted hypotheses,
Democratization of Research has accelerated the
process to generate the customer feedback that we
need to move forward both quickly and confidently in our
agile environment. Instead of taking our best
guesses, we are making data-driven decisions.”
- Director of UXD HealthCare
Copyright 1998-2019 FMR LLC. All Rights Reserved.46
“What you go through is traumatic.”
– A designer & graduate of the program
Copyright 1998-2019 FMR LLC. All Rights Reserved.47
Copyright 1998-2019 FMR LLC. All Rights Reserved.48
Education
Build Analyze Report
+ ++
Identify
Copyright 1998-2019 FMR LLC. All Rights Reserved.49
Class1:Identify
Copyright 1998-2019 FMR LLC. All Rights Reserved.50
Class2&3:
Build&Analyze Unmoderated remote testing tool
Copyright 1998-2019 FMR LLC. All Rights Reserved.51
Class4:Report
Copyright 1998-2019 FMR LLC. All Rights Reserved.52
Estimated Time Breakdown
Prototype Identify Build Analyze
16
hours
Copyright 1998-2019 FMR LLC. All Rights Reserved.53
Validity
Research
buddy
Repository
checkpoint
Presentation
feedback
+ +
Copyright 1998-2016 FMR LLC. All Rights Reserved.54
Pitfalls
Copyright 1998-2019 FMR LLC. All Rights Reserved.55
Do test a pilotDo not schedule during
holidays
1
Copyright 1998-2019 FMR LLC. All Rights Reserved.56
Do not allow unlimited
signups
Do limit the class to 6-7
students
2
Copyright 1998-2019 FMR LLC. All Rights Reserved.57
Do not forget to schedule
time to implement the
feedback
Do seek out feedback
3
Copyright 1998-2019 FMR LLC. All Rights Reserved.58
Do not forget to have a
kick off meeting
Do encourage your
designers to take on less
work
4
Copyright 1998-2019 FMR LLC. All Rights Reserved.59
Other Discoveries
Articulate
purpose
Communicate Plan to scale
+ +
5
Copyright 1998-2016 FMR LLC. All Rights Reserved.60
1. Create a plan
2. Decide how you want to measure
3. Build buy-in with shared vision
4. Test a pilot
5. Iterate and move forward
Key Takeaways
Copyright 1998-2019 FMR LLC. All Rights Reserved.61
How can YOU
transform your
research capacity?
Copyright 1998-2019 FMR LLC. All Rights Reserved.62
When you empower
others, you open up
possibilities.
Copyright 1998-2019 FMR LLC. All Rights Reserved.63
Thank You
Marjorie Stainback
Marjorie.Sample@fmr.com
@marjoriesample
Kelsey Kingman
Kelsey.Kingman@fmr.com
@keshiekay

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