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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 K...
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
poss...
Copyright 1998-2019 FMR LLC. All Rights Reserved.17
8 hours
2 weeks
6 students/class
EDUCATION ENABLEMENT
Tool and user ac...
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
ANALYZERUNITERATEPLANSC...
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% evaluat...
Copyright 1998-2019 FMR LLC. All Rights Reserved.30
If we teach product team members how to
conduct research
…then our ave...
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
st...
Copyright 1998-2019 FMR LLC. All Rights Reserved.34
remote unmoderated usability studies
responses in < 1
day
QUICK EVALUA...
Copyright 1998-2019 FMR LLC. All Rights Reserved.35
remote unmoderated usability studies
screen & voice
recording
think-al...
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 p...
Copyright 1998-2019 FMR LLC. All Rights Reserved.39
Research
Delivery Date
INTAKE FORM
Date Request
Received
REPOSITORY
- ...
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/DE...
Copyright 1998-2019 FMR LLC. All Rights Reserved.42
decrease
MEASUREDIRECTION
daysnumber of
GOAL
it takes teams to obtain ...
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 e...
Copyright 1998-2019 FMR LLC. All Rights Reserved.46
“What you go through is traumatic.”
– A designer & graduate of the pro...
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 f...
Copyright 1998-2019 FMR LLC. All Rights Reserved.58
Do not forget to have a
kick off meeting
Do encourage your
designers t...
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 wit...
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
K...
Prochain SlideShare
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Transforming Strategic Research Capacity through Democratization (Marjorie Stainback and Kelsey Kingman at DesignOps Summit 2019)

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Publié le

Marjorie Stainback and Kelsey Kingman: “Transforming Strategic Research Capacity through Democratization”
DesignOps Summit 2019 • October 23-24, 2019 • New York, NY, USA
http://www.designopssummit.com

Publié dans : Design
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Transforming Strategic Research Capacity through Democratization (Marjorie Stainback and Kelsey Kingman at DesignOps Summit 2019)

  1. 1. TransformingStrategic Research CapacityThrough Democratization OCTOBER 2019
  2. 2. Copyright 1998-2019 FMR LLC. All Rights Reserved.2 More designers than researchers?
  3. 3. Copyright 1998-2019 FMR LLC. All Rights Reserved.3 Waiting for research?
  4. 4. TransformingStrategic Research CapacityThrough Democratization OCTOBER 2019
  5. 5. Copyright 1998-2019 FMR LLC. All Rights Reserved.5 Marjorie Stainback Research Operations Manager @marjoriesample Kelsey Kingman Senior User Researcher @keshiekay
  6. 6. Copyright 1998-2019 FMR LLC. All Rights Reserved.6 1946 FOUNDED
  7. 7. Copyright 1998-2019 FMR LLC. All Rights Reserved.7 iterative cross-functional sprints Agile
  8. 8. Copyright 1998-2019 FMR LLC. All Rights Reserved.8 4 business units
  9. 9. Copyright 1998-2019 FMR LLC. All Rights Reserved.9 24 domains
  10. 10. Copyright 1998-2019 FMR LLC. All Rights Reserved.10 70 initiatives
  11. 11. Copyright 1998-2019 FMR LLC. All Rights Reserved.11 450 scrum teams
  12. 12. Copyright 1998-2019 FMR LLC. All Rights Reserved.12 # researchers per designer
  13. 13. Copyright 1998-2019 FMR LLC. All Rights Reserved.13 14 days avg. intake to delivery
  14. 14. Copyright 1998-2019 FMR LLC. All Rights Reserved.14 Rogues teams going rogue or skipping research
  15. 15. Copyright 1998-2019 FMR LLC. All Rights Reserved.15 85% evaluative 2018
  16. 16. 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
  17. 17. 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 +
  18. 18. Copyright 1998-2019 FMR LLC. All Rights Reserved.18 In less than a year
  19. 19. Copyright 1998-2019 FMR LLC. All Rights Reserved.19 125designers trained
  20. 20. Copyright 1998-2019 FMR LLC. All Rights Reserved.20 215studies launched
  21. 21. Copyright 1998-2019 FMR LLC. All Rights Reserved.21 15% 85% 2018 EvaluativeStrategic 15% 85%
  22. 22. Copyright 1998-2019 FMR LLC. All Rights Reserved.22 56% 44% EvaluativeStrategic 56% 44% 2019 (YTD)
  23. 23. Copyright 1998-2019 FMR LLC. All Rights Reserved.23 14 days avg. intake to delivery INTAKE DELIVER ANALYZERUNITERATEPLANSCHEDULE SCHEDULE
  24. 24. Copyright 1998-2019 FMR LLC. All Rights Reserved.24 INTAKE DELIVER ANALYZERUNPLAN 14 3 days avg. intake to delivery
  25. 25. Copyright 1998-2019 FMR LLC. All Rights Reserved.25 11 days faster
  26. 26. Copyright 1998-2019 FMR LLC. All Rights Reserved.26 Leverage and get the most of your existing team
  27. 27. Copyright 1998-2016 FMR LLC. All Rights Reserved.27 Program & Measurement Key Ingredients Pitfalls To Avoid
  28. 28. Copyright 1998-2016 FMR LLC. All Rights Reserved.28 Program
  29. 29. 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
  30. 30. 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
  31. 31. Copyright 1998-2019 FMR LLC. All Rights Reserved.31 One method
  32. 32. Copyright 1998-2019 FMR LLC. All Rights Reserved.32 quick evaluativesupport geographically dispersed teams
  33. 33. Copyright 1998-2019 FMR LLC. All Rights Reserved.33 Product team members trained to create remote unmoderated usability studies DEMOCRATIZATION OF RESEARCH
  34. 34. 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
  35. 35. Copyright 1998-2019 FMR LLC. All Rights Reserved.35 remote unmoderated usability studies screen & voice recording think-aloud following test plan diverse user panel
  36. 36. Copyright 1998-2019 FMR LLC. All Rights Reserved.36 remote unmoderated usability studies measure usage
  37. 37. Copyright 1998-2016 FMR LLC. All Rights Reserved.37 Measurement
  38. 38. Copyright 1998-2019 FMR LLC. All Rights Reserved.38 Create measurement tools to establish magnitude of problem and track progress over time STEP 1
  39. 39. Copyright 1998-2019 FMR LLC. All Rights Reserved.39 Research Delivery Date INTAKE FORM Date Request Received REPOSITORY - = 14 days avg. intake to delivery
  40. 40. Copyright 1998-2019 FMR LLC. All Rights Reserved.40 # candidates & graduates # studies launched constructive criticism
  41. 41. Copyright 1998-2019 FMR LLC. All Rights Reserved.41 Define your desired outcomes STEP 2 DIRECTIONAL QUALIFIER (INCREASE/DECREASE) MEASURABLE OBJECT GOAL
  42. 42. Copyright 1998-2019 FMR LLC. All Rights Reserved.42 decrease MEASUREDIRECTION daysnumber of GOAL it takes teams to obtain user feedback
  43. 43. Copyright 1998-2016 FMR LLC. All Rights Reserved.43 3 Key Ingredients Shared Vision + Education + Validity
  44. 44. Copyright 1998-2019 FMR LLC. All Rights Reserved.44 Shared Vision researchers product managersdesigners + + stakeholders +
  45. 45. 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
  46. 46. Copyright 1998-2019 FMR LLC. All Rights Reserved.46 “What you go through is traumatic.” – A designer & graduate of the program
  47. 47. Copyright 1998-2019 FMR LLC. All Rights Reserved.47
  48. 48. Copyright 1998-2019 FMR LLC. All Rights Reserved.48 Education Build Analyze Report + ++ Identify
  49. 49. Copyright 1998-2019 FMR LLC. All Rights Reserved.49 Class1:Identify
  50. 50. Copyright 1998-2019 FMR LLC. All Rights Reserved.50 Class2&3: Build&Analyze Unmoderated remote testing tool
  51. 51. Copyright 1998-2019 FMR LLC. All Rights Reserved.51 Class4:Report
  52. 52. Copyright 1998-2019 FMR LLC. All Rights Reserved.52 Estimated Time Breakdown Prototype Identify Build Analyze 16 hours
  53. 53. Copyright 1998-2019 FMR LLC. All Rights Reserved.53 Validity Research buddy Repository checkpoint Presentation feedback + +
  54. 54. Copyright 1998-2016 FMR LLC. All Rights Reserved.54 Pitfalls
  55. 55. Copyright 1998-2019 FMR LLC. All Rights Reserved.55 Do test a pilotDo not schedule during holidays 1
  56. 56. Copyright 1998-2019 FMR LLC. All Rights Reserved.56 Do not allow unlimited signups Do limit the class to 6-7 students 2
  57. 57. Copyright 1998-2019 FMR LLC. All Rights Reserved.57 Do not forget to schedule time to implement the feedback Do seek out feedback 3
  58. 58. 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
  59. 59. Copyright 1998-2019 FMR LLC. All Rights Reserved.59 Other Discoveries Articulate purpose Communicate Plan to scale + + 5
  60. 60. 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
  61. 61. Copyright 1998-2019 FMR LLC. All Rights Reserved.61 How can YOU transform your research capacity?
  62. 62. Copyright 1998-2019 FMR LLC. All Rights Reserved.62 When you empower others, you open up possibilities.
  63. 63. 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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