Embracing a team approach to research in an agile world - UX India 2015

Embracing a team approach to research in an Agile world

Steve Fadden, Ph.D. Presented at UX India, October 7, 2015@sfadden Bengaluru, India

About me

Cognitive models

Visual perception

Decision making

Display design

Analytics

Learning

Dilemma

Image: https://www.flickr.com/photos/90692443@N05/8239219385

Challenges

Short development cycles

Cross-functional teams

“Just-in-time” answers

Implementation before full understanding

Image: https://commons.wikimedia.org/wiki/File:Flickr_-_The_U.S._Army_-_Camp_Taji_obstacle_course.jpg

How can a team approach to research help?

What do you see?

Image: https://pixabay.com/en/question-question-mark-characters-479660/

Image: http://www.moillusions.com/mysterious-dots-optical-illusion/

Image: http://www.moillusions.com/mysterious-dots-optical-illusion/

Greater overall understanding

User needs and goals

Context of use

Opportunities

Knowledge gaps

https://www.flickr.com/photos/superformosa/9344700269

Research also improves thinking

How accurately can you read?

https://commons.wikimedia.org/wiki/File:Medical_Instrument_Eye_Snellen's_distant_vision_chart.jpg

YELLOW

RED

GREEN

BLUE

BLACK

YELLOWGREENBLUERED

GREENBLACK

YELLOWBLACK

REDGREENBLUE

BLACKYELLOWGREENBLUERED

More “slow thinking”

Counters “fast thinking”

↓ biases & heuristics

↑ awareness of questions & priorities

GREENBLUERED

GREENBLACK

YELLOWBLACK

Reference: John R. Stoop. 1935. Studies of interference in serial verbal reactions. Journal of Experimental Psychology, 18, 643-662.Daniel Kahneman, 2011. Thinking, fast and slow. New York: Farrar, Straus and Giroux

Agile requires Teamwork

Reference: Manifesto for Agile Software Development: http://www.agilemanifesto.org/

“Give them the environment and support they need, and trust them to get the job done.”

“At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly.”

Agile principles

Manifesto for Agile Software Development

Individuals and interactions over

processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

Surface concerns early

“The most efficient and effective method of conveying information to and within a development team is face-to-face conversation.”

Agile principle


Conduct a group Premortem

1. Imagine project failed2. Brainstorm why3. Discuss4. Create plans to prevent

Counters biasEncourages dissentSensitizes team

Reference: Gary Klein, 2007. Performing a project premortem, Harvard Business Review: https://hbr.org/2007/09/performing-a-project-premortemImage: https://www.flickr.com/photos/mdgovpics/13603167853

“Simplicity - the art of maximizing the amount of work not done - is essential.”

Agile principle

Understand questions


Build a fishbone diagram

1. Identify main concern2. Brainstorm potential causes3. Group into categories4. Map to research

Illustrates coverage and gapsFacilitates prioritizationGuides research methods

Reference: Jeff Sauro, 2011. Diagnosing interaction problems with cause and effect diagrams: http://www.measuringu.com/blog/fishbone.phpImage: https://www.flickr.com/photos/cogdog/2656429121/

Example diagram

Reference: Jeff Sauro, 2011. Diagnosing interaction problems with cause and effect diagrams: http://www.measuringu.com/blog/fishbone.phpImage: https://www.flickr.com/photos/cogdog/2656429121/

Functionality

Low adoption

Usability

Pricing

Missing feature A

Missing feature B

Unclear how to start

Too many steps

Too expensive for target users

Confusing pricing model

Current research focus

Implement flexible

methods

“Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage.”

Agile principle


Use asynchronous methods

Click testsRecall & SentimentPreferenceTerminology & Card sortingCommenting & Unmoderated evaluation

Focused questionsFaster answersAids triangulation

Reference: Steve Fadden & Niyati Bedekar, 2015, How to effectively implement different online research methods, UXPA: http://www.slideshare.net/SteveFadden1/how-to-effective-implement-different-online-research-methods-uxpa-2015-fadden-bedekarImage: https://www.flickr.com/photos/tacoekkel/3583206888

Sample methods

Reference: Steve Fadden & Niyati Bedekar, 2015, How to effectively implement different online research methods, UXPA: http://www.slideshare.net/SteveFadden1/how-to-effective-implement-different-online-research-methods-uxpa-2015-fadden-bedekarImage: https://www.flickr.com/photos/tacoekkel/3583206888

Click Test Commenting

Involve customers

often

“Business people and developers must work together daily throughout the project.”

Agile principle


Create GOOB* opportunities*Get out of the building

Field visitsRemote observationsBrown bagsJAD & Participatory design

Rapid feedbackDirect involvementAwareness of goals and context

Reference: Steve Blank, 2013. Why the Lean Start-up Changes Everything, Harvard Business Review: https://hbr.org/2013/05/why-the-lean-start-up-changes-everything/ar/1 Image: https://www.flickr.com/photos/kl/8557667916

Develop customerempathy

“Build projects around motivated individuals.”

Agile principleWhat is What is What is

What could be What could be New bliss

Call to action

“Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.”


Communicate compelling stories...

Big ideaCustomer as heroGive customer a voiceHighlight gaps

MemorableEngagingEmotional

Reference: Jennifer Aaker, 2013. The seven deadly sins of storytelling: https://www.gsb.stanford.edu/insights/jennifer-aaker-seven-deadly-sins-storytelling Nancy Duarte, 2012. Structure your presentation like a story, Harvard Business Review: https://hbr.org/2012/10/structure-your-presentation-liImage: https://www.flickr.com/photos/mariettaga/4034803307

...to create lasting feelings

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

Reference: http://www.forbes.com/sites/carminegallo/2014/05/31/the-maya-angelou-quote-that-will-radically-improve-your-business/Image: https://cy.wikipedia.org/wiki/Maya_Angelou

Pop quiz

People procrastinate least when a task is represented in a way that makes it most

A. AbstractB. AttractiveC. ConcreteD. DifficultE. Important

Reference: Sean M. McCrea, Nira Liberman, Yaacov Trope, & Steven J. Sherman, 2008. Construal level and procrastination, Psychological Science.Image: https://pixabay.com/en/hands-hand-raised-hands-raised-220163/

Pop quiz

People procrastinate least when a task is represented in a way that makes it most

A. AbstractB. AttractiveC. ConcreteD. DifficultE. Important

Reference: Sean M. McCrea, Nira Liberman, Yaacov Trope, & Steven J. Sherman, 2008. Construal level and procrastination, Psychological Science.Image: https://pixabay.com/en/hands-hand-raised-hands-raised-220163/

Make solutions

actionable

“The sponsors, developers, and users should be able to maintain a constant pace indefinitely.”

Agile principle


Recommend concrete next steps

Brief recommendations

Achievable actions

Top priorities (Presenter’s Paradox)

Reference: Kimberlee Weaver, Stephen M. Garcia, & Norbert Schwarz, 2012. The presenter’s paradox, Journal of Consumer Research. Image: https://pixabay.com/en/stairs-emergence-input-perspective-66513/

“Presenter’s Paradox”

Reference: Kimberlee Weaver, Stephen M. Garcia, & Norbert Schwarz, 2012. The presenter’s paradox, Journal of Consumer Research. Image: https://pixabay.com/en/stairs-emergence-input-perspective-66513/

Interpretation: High priority

Interpretation: Medium-high

priority

Recommendation #1: High priority




Recommendation #3: Medium priority

Recap: Team approach

1. Surface concerns early2. Understand questions3. Implement flexible methods4. Involve customers often5. Develop customer empathy6. Make work actionable

Image: https://commons.wikimedia.org/wiki/File:Team_touching_hands.jpg

Continuous attention to technical excellence and good design enhances agility.

Thanks!

https://www.flickr.com/photos/cmichel67/5893232372/

Embracing a team approach to research in an agile world - UX India 2015

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