Don’t Guess It, Test It!
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Democratising UX: how to spread user research education and insights throughout your organisation With demand for UX insights within organisations outstripping the capacity of UX teams to deliver research, there is a growing need for greater UX knowledge and capability across different functions within businesses. But how do you spread user research beyond the walls of your UX research team? What is the value of everyone having access to UX insights—or having the ability to run research themselves? On 26th March, we gathered a range of speakers to share their successes, challenges and expert advice around democratising UX. Learn from a variety of different perspectives on the topic, and have the opportunity to share your own experiences with the community. In this presentation, Flixbus' Katja Borchert and Pietro Romeo talks about democratising research not by guessing, but testing and empowering others.
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Don’t Guess It, Test It!
- 1. Don’t guess it, test it!
- 2. Hello, nice to meet you ● UX Researcher ● Background in Software Engineering / HCI ● Glasgow university graduate ● #qualitativeresearch #userbehaviour #spreadingUX ● PO & UX Researcher ● 8 years as PO & 5 years research ● Worked for travel, weather & real estate platforms ● #surveys #researchops #scalingUX
- 5. Our agenda 1 Evolution of UX @FlixBus 2 How to get UX outside of the team 3 What works well @FlixBus 4 Study showcases 5 Conclusion
- 7. We support teams to test & validate their assumptions through user research, so that they can make more confident product decisions. Don’t guess it, test it!
- 8. UX Research @FlixBus - then & now
- 9. “We don’t need research, we know our users ”
- 10. UX maturity status quo
- 11. UX research at FlixBus 2 years ago
- 12. How we enabled the process within 1,5 years?
- 13. How to get UX research outside of the team?
- 14. THE HIVE #1 Divide & Focus
- 15. We split between domains & strongly collaborate with designers Marketing Apps CMS Ancillaries Booking Travel ExperienceSearch Internal Tools Self organized Product Team UI/UX Designer
- 16. THE HIVE # 2 Workflows & Collaboration
- 17. We work in sprints and inspect & adapt our workflows constantly 2 weeks cycle Daily Stand-Up Weekly UX- Planning Test Backlog Sprint Backlog Review Retro Testing ideas & hypotheses Prioritization of tests overview & status Focus for 2 weeks Sharing results & discussion with stakeholders Workflow evaluation
- 18. We align with PO’s & their Roadmaps
- 19. We work with all departments & teams
- 20. THE HIVE # 3 Shared Goals
- 21. User centricity as a shared goal Our vision is smart & green mobility for everyone to experience the world. Lead the mobility industry in holistic user-centric product development. We sustainably deliver highest customer value through innovative use of technology to deploy the future of mobility. Vision Mission Goal
- 23. Sharing our testing schedule, plans & goals
- 24. Attending different kinds of meetings to spread UX within the organisation Product & Stakeholder Weekly Product Owner Syncs Weekly CVR Bi-weekly Sprint Reviews Quarterly Roadmap Check with PO’s Design Community Weekly UX/UI Community Weekly Design Sync Weekly Company Allhands Monthly Product Showcase Company wide Monthly highlight summary Management
- 25. Our Goal is to make research findings accessible to everyone in the organization Support data driven decisions Increase UX visibility Increase UX maturity Improve user-centric product development
- 27. Sharing findings right away & make them accessible ...
- 28. … on different internal & external channels to spread UX Blog Yammer Intranet
- 30. Workshops & Trainings help to create awareness Empathy MapHow to conduct Research Lean Service Creation User Lab How To’s ❏ Consent forms & Templates ❏ Recruiting ❏ Welcoming & Guidelines ❏ How to deliver reports ❏ Research Methods Overview ❏ User Lab Process
- 31. What works well at FlixBus?
- 32. How it feels to watch a user test your product for the first time
- 33. Involving other teams in user studies UserLab Focus Groups Guerrilla Testing ● In-depth 1:1 interview + think aloud ● 1 observer from product team ● Session can be broadcast ● 7-10 people group discussion ● Collect different opinions and point of views ● Can use employees from different departments as participants ● Recruitment on the spot (bus station) ● Quick & Dirty design feedback ● Good to involve designers at early stages
- 34. UX Croissant: speed dating userlab ● Parallel research sessions ● Short - 15 minutes per topic ● Topics can be suggested by everyone ● New employees as participants ● PO’s & designers as moderators
- 35. Design Sprints: adopt the process collaboratively ● 5 days collaborative workshop ● Cross-functional team ● From challenge to tested solution ● Discuss complex challenge ● Output: validated solution / prototype ● Outcome: shared understanding
- 36. THE HIVE Study showcase: Navigation Menu #usability #findability
- 37. 1. Navigation menu clean-up 5 nav elements (3 drop down) 8 + 13 + 7 = 28 menu items 4 nav elements (2 drop down) 6 + 5 = 11 menu items
- 38. Navigation menu clean up process FlixBus customers Teams involved End users Product Content Management Strategic Operations UX/UI Customer Service
- 39. Navigation menu findings & test Findings from older user labs Tree Test with userzoom ● Contact form is not easy to navigate to ● The lost & found page is not so obvious to find ● Contact page is very difficult to navigate to
- 40. THE HIVE Study showcase: Tip the Driver #discover #requirements
- 41. Tip the Driver Payment Android iOS Driver App FlixBus customers FlixBus drivers Teams involved End users Product
- 42. Tip the Driver - One topic, four studies Guerrilla Testing 5x customers recruited at FlixBus station Remote Unmoderated UserZoom 20x participants UserLab 6x customers (+ 1 bus partner) Remote Moderated 1x bus driver from U.S. competitor
- 43. THE HIVE Study showcase: Self Check-In #offline #travelexperience
- 44. THE HIVE Self Check-in machine How can we reduce chaos at boarding?
- 45. Self Check-In process Travel Experience Strategic Operations Driver App Machine Manufacturers FlixBus customers FlixBus drivers Teams involved End users Product UX/UI
- 46. 13 participants 6 employees + 7 customers “Experience Prototype” Fake bus + tickets + passports + luggage 2 scenarios: domestic + cross border Individual questionnaire after boarding Focus Groups“Bus Driver” Making UX tangible: a fake bus in our office
- 47. Conclusion #1 Be aware of UX - maturity level & what you want to reach Set a clear focus & divide strategy for efficiency User centricity as a shared goal helps to be on the same page Provide a high level of transparency & accessibility Make some noise to create awareness #2 #3 Share your knowledge to enable others #4 #5 #6 #7 Establish workflows, collaboration & inspect + adapt continuously
- 48. Thank you Get in touch with us via LinkedIn or email: pietro.romeo@flixbus.com katja.borchert@flixbus.com
Notes de l'éditeur
- Good afternoon & welcome to our talk. FlixBus a german mobility provider
- Quickly introduce ourselves to you. I joined FlixBus in July 2018 as Senior Product Owner & UX Researcher I‘ve been working in Berlin‘s IT for more than 8 years for travel, weather, real estate
- A few words about FlixBus Who has heard of FlixBus before? Who has travelled with Flixbus? Smart & green mobility for everyone to experience the worl Idea started in 2012 and 3 founders got the first bus on streets in 2013 Many countries have become green
- Operates in 29 countries Serves more than 2000 destinations with over 350.000 daily connections
- Today we want to talk about democratizing UX & our journey to corporate ux maturity and what we‘ve learnt along the way First short overview of setup and evolution at FlixBus Followed by what we did to get UX outside of team And then pietro is going to show some showcases Finish with our conclusion
- Set up at flixbus flixtech we call it consists of many product teams 2 team with special focus on driving ux & user centricity across the org
- Our mission is to support teams Avoid building products no one needs or knows how to use We are curious how many PO‘s are here today? Designers? Researcher? Business`?
- I guess that sounds familiar to some of you. Of course as in other org we had some challenges in the beginning.
- To overcome the challenges we first had to understand our UX status quo and communicate it in order to enable research process Stage one no awareness, absence of UX & 5 means ux is part of global strategy, integrated into process and internalized by teams
- Some activities, some designers, but it has been mainly seen and understoof as astethics like „lets build it now and we fix it later“ we don‘t have time for research“ So we had to create more awareness in order to adopt ux as a process within product dev & org
- We started asking questions in each step of dev. Process What do our users need? What are their pains? How do they solve a problem? Can they use the product Initiated onsite tests, shared finidings, invited them to join as observers design sprints as collaborative method to create shared understandimg among cross functional teams Important to let them experience themselves how to come from a problem to a tested solution To scale we hired more researchers with different backlgrounds to have a crossfunctional research team Marketing, Design, Computer Science, PM Took time to evaluate different tools for remote testing UZ
- Let‘s talk about what we do to get ux outside of the team What we have leanrnt on our way to become more mature
- 1st thing realized in growing org is that it make sense to divide & focus as a research team To be more efficient, less context switches Build stronger relationships & establish trust with teams Why team is named swarm, we try to swarm and support teams Daily business we split and closely collaborate But we update each other at the dailys
- Efficient workflows within the team are important to Work with scrum as other teams as well Adjusted the ceremonies to our needs We are joining reviews and reviews are joined by stakeholders
- Align on a quarterly basis with the po & roadmaps and focus on most important epics/initiatives
- Started with research for web & mobile application and sites Moved on to do offline products & other services as well in order to test along the customer journey So we could rais more awareness in different departments 2019 it‘s about supporting teams to run their own research
- 3rd what helps us to spread UX outside the team is shared goals for tech department We had Discussions & open dialogue about our true north goals And to achieve our misson to deliver highest customer value through technology We as tech department defined the goal to lead the mobility industry in holistic user centric development So this serves as foundation for all teams as well as c-level
- Next one is transparency Important to reduce confusion or prejudices regarding UX reasearch Very important to all of us that everyone can see what we are doing and why we are doing it
- spread our findings as well as our mindset we attend different kinds of meetings on different kinds of levels For instance more ofsten on the PO & Stakeholder level as well as design/community High level and Best of company and management level so all levels are involved
- All in all goal is to make research findings accessible to everyone in the org to support data driven decisions, increase UX maturity Plan is to create a platform for all our research data, quantitative and qualitative as single source of truth
- We learnt that creating some noise helps to create awareness and to be seen Share right away, make them accessible Use our own slack channel and start dialogues and discussions
- As well as on our external blog we share how we do UX testing at flix Share interesting studies with our colleagues via intranet or social media platform yammer We host meetups and talk at conferences or meetups
- Last but not least what helped us further spreading ux is sharing knowledge Offer info on how to run research, we host workshops as empathy mapping or lean service creation we try out canvases Different formats depending on team and topic and maturity level Let them experience diversity of UX methods and value through experimenting
- 5 days activity of people from different background talking about solving a relatively big problem and come up with a solution at the end of the day with a prototype that has been tested with users at the end of the day
- Interesting case because it involved four product teams and two different user segments - customers and bus drivers. There were A LOT of people involved in this project and hence it required a lot of different research studies.