Working in Harmony with Product Stakeholders, Interactive ,Agencies and ResearchCharles WiedenhoftRed Door Interactive

Danaus ChangAnswerLab

1June 22, 2011

AnswerLab

IntroductionIntroduction

• ChallengeChallenge• Keys to Success

G l• Goal

Make sure everyone #wins in the end.

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Danaus ChangDirector, Client Solutions

Charles WiedenhoftDirector of Business Planning &

Email: danaus@answerlab.com

Optimization

Email: charles@reddoor.biz @chastwied @AnswerLab

• Lead mobile client engagements: Google, FedEx, Yahoo!, ESPN

• Nearly 12 years experience in digital media, usability and user experience design

• Background in quantitative and qualitative research methods

• 10+ years experience delivering

• Focus on the social web and transactional interfaces

• Driven to make it easier for people to accomplish goals and create experiences

consumer insights.

Fun Fact: Danaus takes pictures of almost every meal

accomplish goals and create experiences that surprise and delight.

Fun Fact: Getting back to the South brings back memories spending summer days swimming with Alligators

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with Alligators.

DefinitionsDefinitions

• Product StakeholderProduct Stakeholder• Interactive Agency

R h T• Research Team (company or division)

Quick PollQuick Poll…Which best describes you?

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What We Are All ThinkingWhat We Are All ThinkingHow do I get the best result within

How do I balance f db k ith How do I help make

this product the best it can possibly be?

best result within the timeline and budget I have?

user feedback with creative concept

and control costs?

Interactive AgencyProduct Stakeholder Research Team

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Potential Outcomes if One Perspective Dominates the Project

• Product Stakeholders• Product Stakeholders• Interactive Agency• Research Team

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Most ImportantlyMost Importantly…

• Keep everyone working in harmonyKeep everyone working in harmony• Focus on the key goals

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Case Study

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Case Study: Redesign Retail WebsiteCase Study: Redesign Retail Website

COStudy Overview

• PETCO needed site redesign• Remote usability

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• Inflexible deadlinesN ki d iIssues • New working dynamic

• Communication challenges

Solutions

• Conducted pre-kickoff meeting• Assigned one client point of contact

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• Had group consensus on plan B• Improved communication

PETCO BeforePETCO Before

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PETCO AfterPETCO After

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Best Practices

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Tips & Best Practices: MotivationsTips & Best Practices: Motivations

U d t di f ’ i di id l• Understanding of everyone’s individual motivations

– Get all parties engaged

Factor frustrations– Factor frustrations between parties

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Tips & Best Practices: ConsensusTips & Best Practices: Consensus

• Come to a group consensus on shared objective• Come to a group consensus on shared objective given individual motivations

– Have a kickoff meeting designed for the group’s successgroup s success

– Define and clarify rolesclarify roles

– Step-by-step project flow,

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roles, and responsibilities

Tips & Best Practices: Shared VisionTips & Best Practices: Shared Vision

• Operate in the project keeping your goalsOperate in the project keeping your goals aligned with shared vision

P d t St k h ld– Product Stakeholder

– Interactive Agencyg y

– Research Team

– Overall: Encourage all parties to be engaged

ith i

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with sessions

Tips & Best Practices: Preserve Relationships

• Don’t piss people off!

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Questions?

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Thank You.

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About AnswerLabUser experience research you can trust

The world’s leading brands partner with AnswerLab

User experience research you can trust.

AnswerLab delivers trusted customer insights that help the world’s leading brandsinsights that help the world s leading brands build outstanding digital products and services.

• Exclusively focused on user experience research, so clients receive independent, objective insights

• Provide insights into users’ interactions across digital touch points - web, mobile, tablet

• Valuable experience from working with the ld’ i d t l dworld’s industry leaders

• Utilize a variety of innovative qualitative and quantitative research methods

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Learn more: Visit www.answerlab.com or call 415-814-9910.

About Red Door InteractiveAn Internet Presence Management FirmAn Internet Presence Management Firm

We help our clients develop smart long-term strategies for leveraging multiple digital platforms and distribution channels to acquire customers and build deep and powerful relationships.

At a Glance• Offices in San Diego & Denver

• 58 full time employees Dozens of Different Companies with One Thing in Common: A R l l D i i S d

• Founded in 2002

Brand Promise• Expert Recommendations

A Relentless Determination to Succeed

• Expert Recommendations

• Transparent Return on Objective

• Proactive Communications

2020

Learn more: Visit www.reddoor.biz or call 619-398-2670.

Appendix

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Key Issues

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Key Issues: Product StakeholdersKey Issues: Product Stakeholders

• Interactive agency resists the researchg y

• Staying involved when the agency is running the project

• Attending every session to get value out of the research

R h li i ht d h i• Research supplier might recommend changing more than you can actually change

• Research supplier might not fully understand the customers

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Key Issues: Interactive AgencyKey Issues: Interactive Agency

• End client isn’t interested in conducting researchg

• Staying involved when the end client is running the projectproject

• Attending a session to get value out of the research vs. i l i i th fi l tsimply viewing the final report

• Disagreement with the research findingsg g

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Key Issues: Research TeamKey Issues: Research Team

• Different agendasg

• Interactive agency wants to modify research results

• Interactive agency is not engaged in the research

I t ti d li t t t t t f• Interactive agency or end client wants to opt out of observing

• Too many cooks in the kitchen

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