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Who's Using Our Products?
Mike FlynnProduct & User Researcher
Intralinks
@mike_flynn
A Story of Enterprise UX Research
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Enterprise applications often deliver less than desirable experiences.
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UX research & design activities with both current and potential users
could help reverse that issue.
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Assumption: Enterprises have easy, direct access to
current users for research & design activities.
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Reality: Many enterprise product teams find it
extremely challenging to access the people already using their products.
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Leads teams to take greater risks when building products—perpetuates solutions that
are less effective (and less enjoyable).
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Perpetuates the status quo.
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How might we enroll current users in the enterprise research & design process?
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Teams can “map” their way to the people using their enterprise products.
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Holy Cross
Bentley University
PTC Verizon IntraLinks
SN
PHBSDP
2000 2016
?
2013 Startup Institute
Babson College
Babson College
About Me
Human Factors in Information
Design
MBA
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About Mapping to Enterprise Users1. Enterprise Buying Process
Buyers vs. Users
2. Concept of “Gemba”Where the work happens
3. Building a Map to Enterprise UsersPaths & Lessons Learned
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Enterprise Buyers vs. Users• Within an enterprise, there are multiple end users
• Who do you need (want) to enroll? Source: “Major Sales: Who Really Does the Buying?” by Thomas V. Bonoma
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Concept of Gemba• Gemba:
A gemba walk is the term used to describe personal observation of work – where the work is happening. The original Japanese term comes from gembutsu, which means “real thing.” It also sometimes refers to the “real place.”
Source: https://www.isixsigma.com/methodology/lean-methodology/many-sides-gemba-walk/
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Where the Work Happens?• The concept of gemba stresses:• In-person observation• Where the work is being done • With the people and process in a spirit of Kaizen
(“change for the better”)
Source: https://www.isixsigma.com/methodology/lean-methodology/many-sides-gemba-walk/
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How do we identify our users? How do we get to gemba?
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(Problem!)
Reality: Many enterprise product teams find it
extremely challenging to enroll current users in the research & design process.
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Step 1: Get Introduced
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Sales Team Introductions
Benefits• Already contact customers!• Insight into ‘friendly’
contacts• Opportunity for sales to
start new conversations
Challenges• Protective of customer
interactions• Alignment (contacts, incentives) • Clearly articulating your ask• Time
Project Example: Discovery Interviews
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Tips: How to Get to Gemba• Get feedback on your ask (reasonable?)• Start small (a few people, gain trust) • Be willing to work on their schedule• Involve the team in the research
(e.g., interview guide, accompany in research)
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Step 2: Discover in Real-World
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Strategy from Product Mgmt.
Benefits• Product management
provides direction on who you are building products for and why!• Insight into most important
people using product• Connections within your
company
Challenges• Don’t always have direct
access to customers• Product strategies change—
thus users change• Discovering in real-world
risks time, accuracy
Project Example: Product Design Personas (Interviews)
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Tips: How to Get to Gemba• Enroll product managers in the mapping process; as
early and often as possible! • Dive deep into secondary research to inform
discovery process (e.g., job titles, surveys, directional definitions)• Be willing to miss the mark—and try again
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Step 3: Raise of Hands
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Enable Users to Volunteer
Benefits• Customer Success team
invested in improving the product experience• Interact with people using
your products• Process in-place to engage
customers (e.g., surveys)
Challenges• Finding the right system to
use (e.g., existing vs. new survey, intercept in product)• Motivators to sign-up• Potential filter for ‘loudest
voice in the room’
Project Example: Research Program (Online Form)
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Tips: How to Get to Gemba• Have a back-up plan for your back-up plan;
multiple process / technology options• Make a compelling case to sign-up for product
research program • Make it easy for users to say yes (simple sign-up)• Make it easy to get started on your side (e.g.,
spreadsheet)
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Step 4: Listen from Afar
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Observations with Tech SupportBenefits• Real issues, real people• Tech support invested in
improving the product experience• People calling seeking
change for the better
Challenges• Logistics (technical, legal)• Lack-luster listening period;
similar issues, few issues• Potentially cranky!
Project Example: Support Project (Live Calls)
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Tips: How to Get to Gemba• Advocate for the process and approach of UX
research & design• Share empathy for all involved in the support
process (i.e., care about your colleagues as well)
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Step 5: Make Educated Guesses
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Uncover Internal KnowledgeBenefits• Business Analytics team has
access to customer account info (e.g., contract value)• Skills to parse and present
data sets
Challenges• Don’t interact with customers• Data sets may need to be
cleaned • Restrictions on use of data
Project Example: Getting to Gemba! (Asking for Help)
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Tips: How to Get to Gemba• Clarify how you will (or will not) use the data• Be patient (systems, data sources, people)• Consider how you can use information to segment
users for research & design purposes
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Step 6: Try to Meet Them
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Roadtrips with Field MarketingBenefits• Company relevant events
identified • Physical space (e.g., booth) • Potential research program
enrollment (e.g., business card)
Challenges• Events may not align with
research projects• May not want to add to
existing outreach programs• Often biased towards sales
efforts (e.g., leads)
Project Example: Industry Conference (Concept Validation)
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Tips: How to Get to Gemba• Identify events already planned• Investigate audiences for the planned events• Try to schedule appointments ahead of the event• Have realistic expectations (timelines, logistics)• Stay on the radar (lost in organized chaos)
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Step 7: Reach Out!
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Outreach with Product MarketingBenefits• Already communicating
with customers• Value the customer-focused
storyline of UX Research• Systems already in place
(e.g., email campaigns)
Challenges• May not want to add to
existing outreach programs• Often biased towards sales
efforts (e.g., leads, renewals)• Formal processes for
accessing or using systems
Project Example: Contact Management (Online Survey)
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Tips: How to Get to Gemba• Pursue access (and permissions) for user lists• Explore opportunities to use / learn from existing
company communications• Consider impact of leveraging marketing vs. end
user segments• Stay on brand—but differentiate purpose of UX
Research
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Sales
Get Introduced
Getting to Gemba
Business Analytics
Product Marketing
FieldMarketing
TechSupport
Customer Success
Discover in Real World Raise of HandsListen from Afar
Product Mgmt.
Make Educated GuessesTry to Meet Them Reach Out!
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Individually, each step helps you better understand specific scenarios…
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Collectively, these steps help you pursue the real work.
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Get to gemba!
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Questions?