stakeholder persuasion - how to quantify your gut feeling
DESCRIPTION
Using User Research to Convince Stakeholders Everyone who has worked with large corporate clients knows how hard it can be to align a group of stakeholders and get them all to agree. They’re often hardly engaged in the project itself, and they are hard to convince when it comes to design decisions. In the past, we’ve worked with a number of these types of clients, and we have found a few ways to get the stakeholders more engaged. Next to that, we have learned to speak their language (sort of), which helps tremendously when you need to convince them that your solution is actually better. In this presentation Jacco and Martijn will tell you how they have used different forms of user research to address these issues and use examples from recent project to illustrate their way of working.TRANSCRIPT
![Page 1: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/1.jpg)
Jacco Nieuwland & Martijn van Loon March 2013
Stakeholder Persuasion How to quantify your gut feeling!
![Page 2: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/2.jpg)
http://upload.wikimedia.org/wikipedia/commons/a/ac/United_States_Federal_Reserve_Board%2C_1917.jpg
Why change something that already works?
![Page 3: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/3.jpg)
Why this colour?
![Page 4: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/4.jpg)
Are we really sure this design
is better?
![Page 5: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/5.jpg)
requirements requirements
researcher
designer
user research reports
user tests
presentations
design user Product business
![Page 6: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/6.jpg)
business
user flow
efficiency
mental model
looks better
user experience
intuitive
UX talk / designer talk
business talk; # and $
ROI
KPI
conversion
researcher
designer
![Page 7: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/7.jpg)
business
UX talk / designer talk
?!?
reports
presentations
researcher
designer
![Page 8: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/8.jpg)
UX & business - different languages
Need numbers to persuade stakeholders
Collect data during design process insights
![Page 9: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/9.jpg)
Designer
Jacco Nieuwland @jnieuwland
Researcher
@martijn_vanloon
Martijn van Loon
![Page 10: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/10.jpg)
We are User Intelligence an international User Experience consultancy, specialized in
Research,
Design &
Strategy
![Page 11: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/11.jpg)
researcher
designer
business
UX talk / designer talk
Business talk; # and $
reports
presentations
![Page 12: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/12.jpg)
Why change something that already works?
![Page 13: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/13.jpg)
Existing website: Web Traffic Map
![Page 14: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/14.jpg)
![Page 15: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/15.jpg)
understand conceive design implement optimize
web analytics
web analytics Collect (new) data
![Page 16: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/16.jpg)
http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
![Page 17: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/17.jpg)
Two cases
![Page 18: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/18.jpg)
Case 1 Validate new navigation structure
![Page 19: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/19.jpg)
The problem
I can’t find the content
user product
![Page 20: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/20.jpg)
Is the new structure better?
Can customers find products more easily?
![Page 21: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/21.jpg)
http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
![Page 22: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/22.jpg)
Current structure
New structure
![Page 23: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/23.jpg)
Tool: Treejack
Task: e.g. Find mobile broad band (demo)
![Page 24: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/24.jpg)
Results: Scores per task Tool: Treejack
![Page 25: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/25.jpg)
Is the new structure better?
Can customers find products more easily?
![Page 26: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/26.jpg)
Main results
![Page 27: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/27.jpg)
40% higher success percentage
Main results
![Page 28: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/28.jpg)
Deeper analysis of the results Tool: Treejack
![Page 29: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/29.jpg)
Results
Quick comparison of navigation structures
Redesign easily communicated with stakeholders
Commitment to the new redesign during design and development.
![Page 30: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/30.jpg)
Case study 2 – Philips Measure expected success of new concept
![Page 31: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/31.jpg)
To which site do I have to go?
user product(s)
Problem
![Page 32: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/32.jpg)
Is it worth the investment?
Changes have high impact on back-end
![Page 33: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/33.jpg)
http://upload.wikimedia.org/wikipedia/commons/thumb/4/45/Work_tools.jpg/1280px-Work_tools.jpg
![Page 34: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/34.jpg)
Input: prototype of the website
![Page 35: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/35.jpg)
Current site Proposed solution
Prototype
Journeys
Respondents
Completed tasks
115 pages
5 journeys, 80 tasks
800 respondents
2400 completed tasks
60 pages
5 journeys, 56 tasks
600 respondents
1800 completed tasks
Test setup
![Page 36: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/36.jpg)
Start task
Please buy a Sensotouch 3D RQ1285/22. Please take note where you can buy this product (online via Philips.com, online via a third party, or in a physical shop via a retailer).
Tool: Userzoom
Task: e.g. Buy a Sensotouch 3D Tool: Userzoom
![Page 37: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/37.jpg)
Task: e.g. Buy a Sensotouch 3D (demo) Tool: Userzoom
![Page 38: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/38.jpg)
Questions (satisfaction, ease of use) Tool: Userzoom
![Page 39: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/39.jpg)
Results per task Tool: Userzoom
![Page 40: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/40.jpg)
http://upload.wikimedia.org/wikipedia/commons/a/a5/Bundesarchiv_Bild_183-1990-0321-008%2C_Analyse_von_Wasserproben.jpg
Data analysis
![Page 41: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/41.jpg)
Is it worth the investment?
Changes have high impact on back-end
![Page 42: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/42.jpg)
Main results
![Page 43: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/43.jpg)
Main results
Goal completion nn% increase
Time to complete nn% decrease
nn% increase in satisfaction
+nn% -nn% +nn%
![Page 44: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/44.jpg)
Detailed results
![Page 45: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/45.jpg)
Screenflows Tool: Userzoom
![Page 46: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/46.jpg)
Screenflows Tool: Userzoom
![Page 47: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/47.jpg)
Heatmaps Tool: Userzoom
![Page 48: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/48.jpg)
Results
Realistic comparison
Convincing results to support an important business decision
First improvements on the concept before development
![Page 49: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/49.jpg)
Summary
![Page 50: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/50.jpg)
understand conceive design implement optimize
web analytics
web analytics Collect (new) data
![Page 51: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/51.jpg)
Use quantitative analyses in the design phase
Objective data facilitates communication with stakeholders
Benchmark your design
It also helps identify issues before development starts
takeaways
![Page 52: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/52.jpg)
Go and do this for yourselves! takeaways
![Page 53: Stakeholder Persuasion - How to quantify your gut feeling](https://reader037.vdocuments.us/reader037/viewer/2022103015/54c80c544a7959f73c8b45ad/html5/thumbnails/53.jpg)
thank you!
www.userintelligence.com @martijn_vanloon @jnieuwland #stakeholderpersuasion