Effective User Research - Silicon Valley Product Camp 2019

Effective User Research
MAY
25
2019
Getting user insights, and getting
them fast

All rights reserved © 2019 UXReactor | hello@uxreactor.com
Introductions
Jamie Yoo
UX Consultant
@jmeyoo
Prasad Kantamneni
General Partner + Co-Founder
@krgprasad

PragmaticUX (PUX) Process

“What we want is…”
“...a successful
product with
good UX.”
-- Most People
→ Easy to use
→ Delightful
→ Game changer

40%
94%
companies don’t talk to end users
during product development
employees are dissatisﬁed with their
organizations’ innovation
performance
**According to research done by McKinsey & Company

(User Experience) - (User) =
Experience
Product.
(that’s it)

Portfolio of insights

Sensorial
Insights which come from
data that gives an
indication or a “sense” of
how a product is doing
Insights which which are
foundational and inform
where businesses should
focus their priorities
Insights which validate the
UX or UI of a product or
service.
Formative
Summative

Once upon a time…
How do we make
the screen better?
How do we make
it easier to type?
How do we make
it more portable?

“THE ULTIMATE GAME
CHANGER!
MUAHAHAHA!”

What painpoints can
we solve?
What are people doing?
→ Too many devices to carry
→ Ineﬃcient ﬁle sharing
→ Limited storage
→ Slow loading time
→ Short battery life

- What do users need?
- What are their main pain points?
- Where are the inefficiencies in
their tasks?
- What contextual factors impact
users’ behaviors?
Sensorial
- How are users using my
product?
- Are users engaged?
- How is my retention?
- Where are the friction
points in my product?
- Is the new navigation intuitive?
- Can users finish the flow more
quickly than before?
- Do users notice the tool tip?
- Does the value prop resonate
with users?
Formative
Summative

Phase of Product Development
Sensorial
Click-through rates
Drop oﬀ rates
NPS
CSAT Scores
Session recording
Ethnographic Studies
Diary Studies
Ethnographic Studies
Interviews
Surveys
Usability Testing
Eye Tracking
A/B Testing
Card Sorting
Formative Summative
PLANNING DESIGN DEVELOPMENT LAUNCHED

Thought Exercise - How to make research
effective

Scenario 1:
You are part of a rapidly growing company that just secured series B
funding, and has grown from 50 to 200 employees in the last year.
Multiple modules are currently being developed and everyone from
the CEO down is running non-stop to deliver.
You have data that requires people to stop and re-prioritize.
How do you get the organization to listen to you?

Tip #1: Spread the Thought

Tip #2: Showcase Outcomes

Tip #3 Get everyone involved

Tip #4: Centralize and Track

Lesson 1:
Research can be instrumental in driving a customer centric culture
in your organization
As long as you:
1. Talk about it.
2. Showcase it
3. Share ownership of the insights, and
4. Track it.
Marinate! Marinate! Marinate!

Scenario 2:
Your client, who recently made a successful exit, just invested
$50,000 to build his next killer product which he believes is going to
be a “LinkedIn killer.” Engineering has already started, and you are
called in to make the product “beautiful”. The launch is scheduled
for 6 weeks from today.
You however, feel that the concept has some risks, and it’s your
responsibility to help your client navigate the risky waters.
What can you do to validate the concept within the limited time and
budget you have?

vs
Tip #1: Experiment

Tip #2: Go remote

Tip #3: Invest in an user advisory database

Tip #4: Triangulate

Plethora of Tools
Qualitative Research: UserTesting, UserZoom, …
Session Analysis: Inspectlet, Hotjar, …
Click Analysis: Google Analytics, Pendo …
Email us for a full list: hello@uxreactor.com

Lesson 2:
Most Research can be done quickly and efﬁciently -- you just have to
be creative.

5 ways you can screw up user research
Wrong
User
Wrong
Question
Wrong
Method
Wrong
Synthesis
Wrong
Presentation

Takeaways

A Portfolio of
Insights is key to
innovation and
user-centricity

Visibility of
research outcomes
increases
perceived value

Good research
does not always
need a lot of time
and participants

There is a right and
wrong way to do
research

Thank you
Did we run out of time?
You can ﬁnd us at our table or at:
research@uxreactor.com

Effective User Research - Silicon Valley Product Camp 2019

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