Outside the lab: Inside Their Minds

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Amy Buckner Chowdhry

AnswerLab CEO & Co-Founder

February 7, 2013

Outside the Lab and

Inside Their Minds: 5 Case Studies of Strategic

UX Research

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Who is AnswerLab

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RecognitionGlobal Leaders Trust AnswerLab

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Today’s Presenter

Amy Buckner Chowdhry

CEO & Co-Founder, AnswerLab

• Drives AnswerLab to fulfill its vision and strategic plan, cultivates the talent

pool, and oversees financial operations

• First CEO from the user experience research industry to be named by

Ernst & Young as one of 10 “Entrepreneurial Winning Women.”

• Before co-founding AnswerLab, Amy served as Director of Professional

Services at Vividence (now Keynote).

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5 Insights

3

Getting in Customers’ Minds

1

Why It

Matters

2

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Getting in

Customers’ Minds

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Option 1

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2005

Refine

Prototypes

RightWay?

2011

Understand

Pre-product

RightProduct?

2000

Validate

Live Product

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Opportunity Gaps

Environment

Interaction Modes & Use Cases

Understanding of Audience

Holistic Research

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Build theRight Thing

Understand

Where is

the

customer?

Where are

the gaps between

product capabilities

and customer

activities?

What is she

trying to

accomplish?

What

external factors

influence her?

How does

the customer

feel about the

brand?

Is our

product solving

the right

problems?

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Why It Matters…

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The Buzz about . . .

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5 UX Insights

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Insight 1:

Context is King

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The Mobile Wallet Olympics

Who will end up on the medal stand?

SPEED is required to win!

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Insight 2:

Solve the

Right Problems

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Active

Users

Went

Inactive

Never

Used

Live Site

Future SiteActive

Users

Went

Inactive

Never

Used

Outcome

Would

Adopt

Some

Would Adopt

Still Not

Interested600

Customers

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Insight 3:

Things Are Not

Always What They

Seem

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Insight 4:

It’s About More

Than the Product

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Insight 5:

Get Beyond

Usability to Delight

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How?

Conduct research EARLY

Leverage exploratory methods

Encourage others to be keen observers

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Questions?For follow-up questions about AnswerLab user

experience research services, contact:

info@answerlab.com