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3 Case Studies of Strategic UX Research
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CONFIDENTIAL 1
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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v
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Quarterly All
Access
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3 Months
Pay In One Installment
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Maintenance
Plan
Limited Features
PayMonthly
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Weekly Pass
Access All Features
Pay Per 2-Day Usage
Pass
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v
Existing
Subscription Plan
Monthly All Access
Access All Features
Every Month You Subscribe
PayMonthly
$24.95/mo.
Quarterly All Access
Access All Features for
3 Months
Pay In One Installment
$44.85($14.95/mo.)
CONFIDENTIAL 30
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:
