102 - The Hard Thing About User Research
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The document outlines the challenges and strategies related to user research in a B2B context. It emphasizes the importance of setting achievable goals for customer and user engagement, identifying research questions, and utilizing various tools for effective data collection. It also provides resources and methods to enhance user research, aiming to shift focus from what users want to understanding their needs and workflows.
102 - The Hard Thing About User Research
- 1. The Hard Thing About User Research
- 2. I'm Emera. 10+ years in product management roles 14+ years in media/advertising technology
- 4. Today, I'm going to talk about: my struggle with user research how I developed user research habits how to get started (maybe even today?)
- 5. But first, housekeeping: Got a question? Ask! Slides @ iamemera.com/slides Tweet & Gram @iamemera
- 6. The Problem
- 7. We should be talking to more customers.
- 8. But in B2B, I need the sales team onboard and I need the client success manager to sign-off and the VP only agrees if we use SmartSheet to schedule interviews and, oh I need buy-in from the CRO too.
- 9. Or, I can #justdoit
- 10. These efforts were... not scaleable. not sustainable. too time intensive. not goal-oriented.
- 11. New company, new UX activities...?
- 12. #goals
- 13. Get out of the office at least 1 customer engagement (demo, pitch, save, etc.) per month at least 1 user engagement per week
- 14. Make them real goals.
- 15. Identify a research question. (spend time on this.)
- 16. PDF Select a method & activity.
- 17. The Tools
- 18. To find users: • Pendo - identity users based on activities or patterns of use • Looker - co-hort analysis for churned account interviews
- 19. Template
- 20. Script
- 21. Schedule
- 22. Track
- 23. Review
- 24. The Exercise
- 25. Identify a research question. (spend time on this.)
- 26. What are you trying to learn & understand about your users?
- 27. What are your users trying to accomplish? (Gather context) How do they currently achieve this? (Analyze workflow) What could be better about how they do this? (Find opportunities) Never ask what they want, https://medium.com/user-research/never-ask-what-they-want- 3-better-questions-to-ask-in-user-interviews-aeddd2a2101e
- 28. Share your research questions.
- 29. Slides @ iamemera.com/slides Tweet & Gram @iamemera
- 30. Resources
- 31. The Mom Test: http://momtestbook.com/ Polaris UX Nuggets: https://airtable.com/universe/expShuhNMi0Oc0xpb/polaris-ux- nuggets
- 32. User Research Resources Nielsen Norman Group https://www.nngroup.com/articles/user-interviews/ https://media.nngroup.com/media/articles/attachments/ux_methods_activities_NNg_A4. pdf Airtable & WeWork Polaris UX Nuggets https://airtable.com/universe/expShuhNMi0Oc0xpb/polaris-ux-nuggets Looker & Cohort Analysis https://looker.com/blog/flexible-agile-cohort-analysis A few Medium posts to inspire you https://medium.com/pminsider/heres-why-you-don-t-do-customer-research- 68085c3cfac5 https://productcoalition.com/how-to-ask-better-user-research-questions-a-guide-for- startup-product-managers-dc076c4004cb https://medium.com/user-research/never-ask-what-they-want-3-better-questions-to-ask- in-user-interviews-aeddd2a2101e
- 33. User Research Tools Pendo, https://www.pendo.io/ Looker, https://looker.com/ Airtable, https://airtable.com/ Calendly, https://calendly.com/
- 34. Deck Resources PasteApp, https://pasteapp.com/ Pablo by Buffer, https://pablo.buffer.com & search for "wocintech" http://guerrillagirlsontour.com/wp-content/uploads/2012/02/tkts_nyc.jpg