Integrating customer feedback into an agile process is a challenge. Iterations are short, and finding time for research, design & development means making sacrifices. In this session we’ll talk about finding organizational allies who can become collaborators in customer feedback tasks, getting effective & timely results, & potential pitfalls. Enlisting your organization in these efforts builds a customer-centric culture and provides the team with critical input. Examples will be drawn from our experience at Viget Labs re-designing the international web presence of a global hotel chain.
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Closing the feedback loop with a little help from your friends
1. Closing the feedback loop
with a little help from your
friends
Agile 2009 Jackson Fox August 26, 2009
2. A few things before we start
1. Feel free to ask questions at any time
2. Can also send questions to @jacksonfox
3. Please tag any posts #feedbackloop
Agile 2009 2
3. A bit about myself...
NAME: Jackson Fox
JOB: UX Designer
COMPANY: Viget Labs
Agile 2009 3
4. e this q uestion
Sinc a lot...
com es up
vi·get
e
Agile 2009 4
11. Most of the time,
we need to be creative
What Would
MacGyver Do?
(with apologies to m. jackson wilkinson)
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12. Level of interaction with
the customer
1. Talking to customers
2. Thinking like a customer
3. Thinking like yourself
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13. Level of interaction with
the customer
Talking to customers
Thinking like a customer
Thinking like yourself
Increasing quality of
feedback & insight
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14. Is there
We rarely have step her another
the time e?
Talking to customers
Thinking like a customer
Thinking like yourself
d too much
W e spen
time here
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15. Everyone Else:
Doesn’t Do Usability
UX Person:
Does Usability
Your organizat
ion
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16. Wh y not? Everyone Else:
Doesn’t Do Usability
UX Person:
Does Usability
Your organizat
ion
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17. The big picture
As an agile team, how do you collaborate with
other groups in your organization in order to get
insight into customer needs and get timely
customer feedback on your work?
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21. We had a simple plan
1. Build a prototype
2. Get feedback
3. Make awesome site
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22. Just a few small problems
➡ Je ne parle pas français
➡ Ich spreche keine deutsch
➡ No hablo español
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23. Just a few small problems
➡ No money for travel
➡ Those pesky time zones
➡ Local customs
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24. We got everyone involved
Training Remote Testing
Viget Team Choice Team Users
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25. The Results
4 Teams (UK, FR, DE, Australia)
4 Languages
50 Users
2 Weeks
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26. Benefits
➡ Choice teams felt like we were really listening
➡ Helped Choice teams take an active role in the design process
➡ Teams felt ownership of the design process
➡ Teams felt ownership of the user experience
➡ Helped resolve differences of opinion
➡ Gained skills for the future
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31. “Designch” “User
Resear Researc
h”
Empathy
Context Insight
Generate
Two kinds of
research tasks
Evaluate
Perform
a Optimi zation
nce
Usability
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32. The Rumsfeld Scale
Known Knowns
Known Unknowns
Unknown Unknowns
need t o know
What do you goals?
Where mplish your
are peo t o acco
problem ple havi
s? ng
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33. Good Research Questions
Are concrete, with clear answers
Don’t worry (yet) about how you’re going to answer them
Are driven by near-term project needs (1-2 iterations ahead)
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34. Meet TuningFork.com
TuningFork.com is a specialized digital music store (not really), and
you are the product team. TurningFork has been doing relatively well
in their niche, but is facing increasing pressure from PolkaTunez.com.
To fight back, TuningFork is planning to release a greatly improved
shopping experience. In 12 weeks (6 iterations).
Project Goal
Decrease support calls related to purchasing and downloads
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35. Task: Research Questions
Project Goal
Decrease support calls related to music downloads
Our Task
What are 5 research questions we should be asking? [5 min]
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36. Pick the method that fits
the question, not the
question that fits the
method
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37. Research Methods
Usability Testing Contextual Interviews
Remote Usability Testing Surveys
Guerilla Usability Testing A/B Testing
5-Second Tests Multivariate Testing
Card Sorting Divide the Dollar
Field Research
These are all useful, but don’t get hung-up
on them, try to be c reative in finding ways to
approach your question
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38. Task: Research Methods
Project Goal
Decrease support calls related to music downloads
Your Task
What research methods could we use to get answers to our
research question? (Pick one question from our list.) [5 min]
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40. Is there a specific group of
customers we want to talk
to in order to answer our
questions?
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41. Task: Which Users?
Project Goal
Decrease support calls related to music downloads
Our Task
What are 5 characteristics of the people we should be talking to? [5
min]
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42. Identifying Allies
Access
Who is already in contact with users?
Who is already in contact with your users?
Mutual Interest
Who would be interested in this information?
Who else has a stake in your project goals?
Strengths
Who already has complementary skills?
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44. Task: Which Allies?
Project Goal
Decrease support calls related to music downloads
Our Task
Within your groups, brainstorm a list of roles/people within an
organization that might serve as allies on our project. Think about
groups with access, groups with mutual interest, groups with
complementary strengths, and groups that might have all three. [5
min]
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45. How Do We Collaborate?
➡ We’re looking for collaborators, not subject
➡ Split up the work (planning, recruiting, testing)
➡ Share your experience
➡ Review results as a team
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47. Creating The Infrastructure
➡ Clearly define which users we want to talk to
➡ Identify and test out the tools
➡ Document who is responsible for specific tasks
➡ Document the process
➡ Do a practice run
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48. Getting Good Results
➡ No, seriously, practice
➡ Identify the information you want to collect
➡ Decide if you’re going to record sessions
➡ Create a form for collecting information
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50. Agile workflow
➡ Focus on information needs 1-2 weeks or iterations ahead
➡ Identify information needs in user stories
➡ Make it a habit
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52. Vision
Feedback
Culture
Jared Spool
IA Summit 2008
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53. Feedback
In the last six weeks, have you
spent more than two hours
watching someone use yours or a
competitors design?
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54. Our Results
➡ Teams felt like partners in the design process
➡ Teams felt ownership of the user experience
➡ Resolved conflicts based on individual opinions
and preconceived notions
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55. Keeping the channel open
➡ It’s easier to get feedback through open channels than it is to work
from a cold start every time
➡ You can get user feedback when you need it, not when it’s most
convenient to get
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57. Stop, Collaborate, Listen
➡ There are times when we don’t have the time or the opportunity to
do the research we need to feed the design process
➡ There are other people in your organization who want to know the
same things you do
➡ You can fill in knowledge gaps by collaborating
➡ Keep research efforts targeted, and focus on project goals
➡ The best results and efficiencies will come when you make this a
regular part of your process
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58. Good
➡ Can provide insight and feedback in circumstances where it
otherwise wouldn’t have been possible
➡ Exposes more of the organization to the needs of your users
➡ Helps the rest of your team and your organization become part of
the design process
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59. Bad/Ugly
➡ May require a good deal of effort and political will to find allies
➡ Never as good as being there in person
➡ High up-front costs depending on methods and practice
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