rethinking customer research (productcamp boston)

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RETHINKING CUSTOMER RESEARCH: Achieving Breakthrough Insights CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI Perfetti Media www.perfettimedia.com 1

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RETHINKING CUSTOMER RESEARCH:

Achieving Breakthrough Insights

CHRISTINE PERFETTI PERFETTI MEDIA @CPERFETTI

Perfetti Media www.perfettimedia.com 1

Why UX research?

Doug Dietz

Principal Designer, GE Healthcare

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What prevents your team from conducting customer research?

Not enough time

Not enough staffSlows the team down

Little buy-in from management

Unsure where to start

Too scientific

Unsure where to find users

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MAKE A BUSINESS IMPACT

Involve stakeholders at the beginning

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It’s about quality, not quantity

Your choice of research project matters

Identify a champion

Focus on quick wins

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Review the analytics

Data sources

• Visitor traffic and server logs• Conversion funnels• Search engine logs

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800,000 of Microsoft’s pages have never been loaded from the server

Web analytics are a great starting point

Web analytics highlight potential problem areas

Tell us what is happening with the product or web site

Don’t tell us why users behave in a certain way

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Web analytics have limitations

Balance quantitative with qualitative research

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MAKE PRODUCT IMPROVEMENTS

A usability test involves putting your users in front of your product and

observing what they do

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Usability tests can be done anywhere

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Running a test session

• Greet the user• Explain to user how the test will work• Give the users tasks to complete• General Q&A• Debrief with observers

Tests can be fast

5 Second Tests: Quick technique for measuring web site content pages

• Takes less than 10 minutes to run• Measures if content pages quickly communicate

their purpose

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Sharing your pictures online

• You want to post pictures online from your last vacation

• You are concerned that the upload process will be difficult

• How confident are you that you can easily and quickly upload photos?

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Sharing your pictures online

• You want to post pictures online from your last vacation

• You are concerned that the upload process will be difficult

• How confident are you that you can easily and quickly upload photos?

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Sharing your pictures online

• You want to post pictures online from your last vacation

• You are concerned that the upload process will be difficult

• How confident are you that you can easily and quickly upload photos?

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BUILD EMPATHY

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Start with the problem, not the solution

Ethnography

It’s lean: Fast, cheap, and informal

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• You are the apprentice• Focus on the person• Focus on the present and past• Avoid leading questions• Ask open-ended questions

Ethnography tips

ENCOURAGE COLLABORATION

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WHAT IS THE END GOAL?

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Can we come back tomorrow?

• Pick a project that makes an impact

• Start small

• Conduct quick tests

• Involve the entire team

• Start today!

Remember to ...

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THANK YOU!

• Coaching• Workshops• Consulting

Twitter: @cperfettiWeb: perfettimedia.com

THANK YOU!

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