Hello.

How did I get here?

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK

2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK

3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK

4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia

6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand

7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina

9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil

10.London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom

11.Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California

13. Brisbane, Australia 14. San Francisco, California

Its been quite the journey.

1. Wing, Buckinghamshire, UK 2. York, North Yorkshire, UK 3. London, England, UK 4. Bangkok, Thailand 5. Sydney, Australia 6. Queenstown, New Zealand 7. Santiago, Chile 8. Buenos Aires, Argentina 9. Rio De Janeiro, Brasil 10. London, United Kingdom 11. Chicago, Illinois 12. San Francisco, California 13. Brisbane, Australia

14. San Francisco, California

So what has all this traveling and observing people taught me?

(aside from being freakishly obsessed with analyzing people)

Its transformed me into a

Lone ranger

Human-centric

Highly iterative

Scrappy Visual storyteller

Why? focused

Culture conscious

User obsessed

Well rounded UX researcher

Case Studies

TescoCLIENT

THE PROJECTIdentify, understand and analyze user behavior and attitudes of smartphone users when shopping online and in mobile environments.

THE PURPOSETo inform the development and design of a mobile application for Tesco.

OBJECTIVES METHODS

1. OBJECTIVES What do people want in a mobile shopping experience? How can a Tesco application fit into current user flows and ecosystems? How do we design an application that appeals to existing customers as well as new customers?

My process

HYPOTHESIS CONDUCT SYNTHESIS

METHODSHYPOTHESIS

My process

2. HYPOTHESIS Early adopter smartphone users are experimental, enthusiastic and open. These users want a seamless and functional experience when shopping via mobile. They will look to brands like Tesco to guide and advise them through this experience.

OBJECTIVES CONDUCT SYNTHESIS

METHODS

My process

3. METHODS How I plan to fill the gaps in our knowledge. Based on the time and people available, what methods should be selected?

OBJECTIVES HYPOTHESIS CONDUCT SYNTHESIS

METHODS SYNTHESISCONDUCT

My process

4. CONDUCT Gather data through the methods selected.

OBJECTIVES HYPOTHESIS METHODS

OBJECTIVES HYPOTHESIS METHODS CONDUCT SYNTHESIS

My process

5. SYNTHESIS Answer our research questions, and prove or disprove the hypotheses outlined. Utilize the data gathered to discover what opportunities and implications exist for the Tesco design team.

Key Challenges

HOW THIS IMPACTED THE PROCESSCHALLENGE

No budget.

No team.

Limited resources.

Methods. There were no funds available to pay for user research methods or quantitative studies.

Conduct. I was to lead and conduct on all forms of research independently

Conduct, methods and synthesis. I worked out of my parents study with a laptop, camera and dictaphone.

Key Challenges

Given these three key issues, I developed a research methodology that could work under these constraints.

Family & Friends

Friends of friends

Friends of friends of friendsStrangers

Building a viable research pool

Scale of viability

NUMBER ONE

1:1 Interviews

Focus groups

NUMBER TWO

Contextual

NUMBER THREE

NUMBER FOUR

Task analysis

Video diaries

NUMBER FIVE

Secondary data

NUMBER SIX

Measuring the research

Happiness Success Desire Consistency

What the user likes and doesnt like right now.

What the user is frequently doing.

What the user wants to do more of.

What does the user want collectively?

Measuring the research

Scored the satisfaction levels of users in

completing various shopping tasks using

existing apps and processes in different

environments.

Happiness Success Desire Consistency

Measuring the research

Happiness Success Desire Consistency

Measured the frequency in which users completed certain tasks over a given

time period.

Measuring the research

Happiness Success Desire Consistency

Identified commonalities in what users identified as missing in shopping

processes. Scored desirability for features and

processes identified in research activities.

Measuring the research

Happiness Success Desire Consistency

Measured how commonly specific issues emerged and paired this against

secondary data to determine micro and

macro trends.

Measuring the research

So what did we ultimately accomplish?

Understood and measured the needs of smartphone

shoppers.

Uncovered diverse and demographically

representative insights.

Contextualized findings to deliver micro and

macro insights.

So what did we ultimately accomplish?

Key Insights & Learnings

1

2

3

(For Tesco design team specifically)

Prominence and speed of the search function is paramount to the user shopping experience.

Smartphone users are making key purchase decisions and plans in interspace.

The user journey when browsing vs. purchasing must be considered separately.

THE RESEARCHIn all of the focus groups and 1:1 interviews where I invited users to engage in participatory design activities, participants would consistently design the app around the search function.

THE DESIGNIn each iteration of the design and early wireframes of the Tesco application, the search function has been placed in the direct eye line of the user. To this day it remains at the top.

How the research informed the design

How the research informed the design

THE RESEARCHDuring contextual interviews and in the video diaries captured, notable commonalities in user flow and the creation of manual, offline hacks by users were uncovered. These user-designed hacks directly informed the planning and purchase decision process.

THE DESIGNTesco built the UKs first transactional bar code scanner, enabling householders to scan any grocery item and add it to a home delivery order instantly. This function was particularly targeted at parents and socially active foodies.

THE RESEARCHIn the task analysis and focus groups in particular, users noted the importance of feedback loops in their decision making process when online shopping. Speed and accessibility emerged as the two themes for users in research analysis.

THE DESIGNTesco allow both customers and non-customers to browse and view all products, prices and information without committing to purchase within the app without signing in or registering. This allows the app to play a prominent role in user-created feedback loops and has contributed to new customer acquisitions as a result.

How the research informed the design

A change in direction

A tech-focused communications, content and social agency.

RESEARCH PROJECTS CONDUCTED FOR:CURRENT COMPANY

A change in direction

The three biggest changes moving from a dedicated research group to a communications firm:

A change in direction

Purpose Audience Time

I need you to work some research magic around this. - General Manager

Were doing a brainstorm with the client tomorrow, can you do some research on what the most discussed topics are around email marketing? - Account Director

Can you tell me what the most discussed topics by CMOs have been in the last year - Senior Vice President

A change in direction

Can you teach me how to run a boolean search to find this? - Account Executive

A change in approach

Online Behaviors

User Research

Business & Market Data

Social / Media Conversations

Consumer Insights Reports Brand Health Measurement

Social & Online Media Measurement

Focus Groups Surveys

Ethnographic Field Studies In-depth Interviews

Card Sorting Diaries Panels Intercept Surveys Usability

Technology & Usage Forecasts Market Forecasts Marketing Strategy Business Strategy

Insight Credible

Idea Creative

Content Crafted

Community Conversations

Opportunity Kernel of Truth

Content Strategy The Blueprint

Activation Owned, Earned and

Paid Channels

Building a research methodology for a PR focused audience

RootMetricsCLIENT

THE PROJECTConduct research to understand RootMetrics user perception and experience with the product and media perception of the brand.

To inform the development of a long term PR program and accompanying campaigns.

THE PURPOSE

METHODS

24 hours

My process

HYPOTHESIS

CONDUCT SYNTHESIS

OBJECTIVES

72 hours

VISUALIZE

HOW THIS IMPACTED THE PROCESSCHALLENGE

Time

Access

Resources

The entire process. All research planning, conducting, analysis and visualization had to be completed in a team-of-one.

Iteration. We were not permitted to speak to the (new) client beyond the brief provided.

Conduct and methods. We were limited to one paid-for research tool to conduct the project.

Key Challenges

A search engine

A make shift tool kitReporter

relationshipsA social conversation

analytics tool A pool of 50 people

A search engine

A make shift tool kitReporter

relationships

I assigned a team to identify top media coverage from last 6

months around RootMetrics. Created sentiment and theme

score system to measure.

A pool of 50 peopleA social conversation analytics tool

A search engine

A make shift tool kitReporter

relationships

Assigned VP of content to conduct phone interviews

with 10 reporters, providing him with 3 basic questions.

Arranged responses into categories/themes to identify

trends.

A pool of 50 peopleA social conversation analytics tool

A search engine

A make shift tool kitReporter

relationships

Identified the most shared discussions around

RootMetrics across social channels to understand consumer attitudes and perception of the brand.

A pool of 50 peopleA social conversation analytics tool

A search engine

A make shift tool kitReporter

relationships

Drafted 5 basic questions to be answered by RootMetrics

target audience members and analyzed and

categorized responses into themes.

A pool of 50 peopleA social conversation analytics tool

So what did we ultimately accomplish?

What we learned

To shift perception and clarify the journey for reporters and users using RootMetrics, we need to humanize the message.

Perform- ance

Speed Speed

Economics Economics

Network Coverage Network Coverage

29-Apr-15 18

Geography

Download/Upload time

Cost of Plan

Call/text/data Quality

Connecting Data and Networks

Im connected where I work, live and travel.

I can stream movies for my kids without interruption.

I know how much I can spend for the month ahead.

Connecting me with my family and friends.

I know that my Grandmother has a safe and reliable point of contact.

The Quantifiable (What RootMetrics currently measures and reports on)

The Human (The real world, human challenges that RootMetrics is helping solve, but it is not talking about or messaging around)

Perform- ance

Connectivity Connectivity

How I visualized the research

The user is always #1.

Thank you.