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Create a
User-Centric Culture
with User Research
Jonathan Horowitz
Product Strategy and Design
@uxjah
Feb 3 2015
I work at Citrusbyte
• Founded in 2007.
• Engineers, designers, UX architects, and product strategists — offices in four countries.
• We design, architect and build one-of-a-kind custom web & mobile applications.
Product Design + Engineering
We work with world-class brands
Good Research.
Better Teams.
Amazing Products.
User-Centric Culture:
An environment where discovering and discussing customer insights is a ongoing cross-department activity which steers the product/service strategy.
User-Centric Culture Spectrum
What’s a user? We live and breathe users
Examples in this presentation
Everyone Starts as a Beginner
The Do’s and Don’ts
Don’t lead the participant
Don’t answer, “what happens when I click…”
Don’t use people that designed the product - It Depends?
Do get users to think out loud
Do use a script for usability testing - It Depends?
Do get your whole team involved
Research Gets Left Out
Expensive
Time-consuming
Not necessary
Not valuable
Confuses matters
Small Team: Build Your Own
Nurture Relationships
Convince The Boss
Gimme That ROI
The News Will Spread
ROI Happened.
Take-Aways
Start small, low fidelity, with internal people
Nurture new relationships, be innovative with your new partnerships
Self assessment of research skills
Aim to show clear business value
Social Dysfunction
Toxic Culture
Bigger Org: Silos No More
Inclusion
Downsides
UX Team of One
Again, Starting Small
Communicate Value
More Take-Aways
Get your culture involved (in any way that makes sense)
Teams should eventually own their own education
Shared research helps “design process”
Communicate business value with stakeholders
Do’s vs. Don’ts
Beginner First Steps
Do’s vs. Don’ts
Testing Your Own Designs
Quality Results
Workplace Culture Matters
Other Techniques
Interviews
Card sorting
Proto-personas
What else?
Q&A.
Exercise: Your User-Centric CultureJonathan gives introduction…
Usability
Testing
Card Sorting
Persona
Development
Ethnographic
Field Studies
Interviews
Diary Studies
Exercise: Your User-Centric CultureChoose one method to introduce or improve with your team. The method will accomplish a specific goal. Be sure of the goal you want to accomplish.
Or pick one not listed here…
1. What value does this research method
bring to your team. 2. Your top-line bullet plan (details if time)
on starting/changing/making user-centric
• What people do you propose get
involved? Why?
• Your greatest challenge? How will you
overcome it?
Exercise: Your User-Centric Culture
• Review plan, get general feedback • What was the greatest challenge and
proposal to overcome it?• Who else should get involved in each
person’s plan and why?
• Missed opportunities for the plan?
• Change recommendations for the plan?
Discuss with Neighbors
• Did your relationships with these other
people change in any other way? (e.g. new
ideas, types of conversations, etc)• What can you do to continue to strengthen
those relationships? • What is your next move for an improved
user-centric culture?
Post Research: A Debrief
More Q&A.
