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Deliver:agile2018 - basic user research skills for non-designers

Sophie Freiermuth, profile picture
Sophie Freiermuth

The document describes a workshop on user research skills for teams without dedicated designers. It covers the five steps of user research: identifying needs, preparing sessions, running sessions, analyzing results, and sharing findings. It provides guidance on note-taking, facilitating sessions, and incorporating research into agile processes. The workshop demonstrates how to write a discussion guide and practice facilitation. It emphasizes that research should provide actionable insights and add value to the product.

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@wickedgeekie#DeliverAgile2018 Skills for a balanced team: basic user research for non-designers WORKSHOP led by Sophie FREIERMUTH, Baguette UX Monday 29 April 2018, Austin, TX.
@wickedgeekie#DeliverAgile2018 In this 90 minutes workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a session • How user research can fit in agile cadences
@wickedgeekie#DeliverAgile2018 @wickedgeekie#DeliverAgile2018
@wickedgeekie#DeliverAgile2018 Specifics of researching users & products Research • data collection and recording • application of cognitive capacity • principles and theories of how things work
@wickedgeekie#DeliverAgile2018 User Research • a real and tangible impact on the direction of the product my team is working on Research • data collection and recording • application of cognitive capacity • principles and theories of how things work Specifics of researching users & products
@wickedgeekie#DeliverAgile2018 Types of user research • Exploratory • What are the problems/needs of the user? • Validation & performance • Does our solution/idea solve (well) their problems? • Usability & accessibility • Can they use the solution?
@wickedgeekie#DeliverAgile2018 Research areas that brings useful insights • The past • The present • Usage of something tangible, and ensuing reactions/emotions • Values, biases, preconceptions and mental models
@wickedgeekie#DeliverAgile2018 How you can research without a researcher on the team 1. Only engage into research that will deliver valuable knowledge: • directly actionable (keep/ amend/ discard)
 
 OR • critically required to make decisions (stop/ start/ continue)
@wickedgeekie#DeliverAgile2018 How you can research without a researcher on the team 2. Step into research sessions with a willingness to learn, be wrong, be surprised
@wickedgeekie#DeliverAgile2018 How you can research without a researcher on the team 3. Make sure the research will add value: “we know what we will do once we know it works/doesn’t
@wickedgeekie#DeliverAgile2018 The 5 steps of user research 1 2 3 4 5 identify what the team needs to know prepare the research sessions run the research sessions analyse the research sessions share the findings
@wickedgeekie#DeliverAgile2018 What steps are often forgotten? 1 2 3 4 5 identify what the team needs to know prepare the research sessions run the research sessions analyse the research sessions share the findings
@wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a session • How user research can fit in agile cadences
@wickedgeekie#DeliverAgile2018 Credit: Penelope Breese Hulton Archive Getty Images
@wickedgeekie#DeliverAgile2018 We will narrow our focus 1 2 3 4 5 identify what the team needs to know prepare the research sessions run the research sessions analyse the research sessions share the findings
@wickedgeekie#DeliverAgile2018 LET’S JUMP INTO THE PROCESS TO THE WEAKEST POINT OF RESEARCH
@wickedgeekie#DeliverAgile2018
@wickedgeekie#DeliverAgile2018
@wickedgeekie#DeliverAgile2018 Column header: participants and session information
@wickedgeekie#DeliverAgile2018 In a cell: notes on one topic
@wickedgeekie#DeliverAgile2018 Bad and Good notes Nice! He likes it P312:07 [using the session scheduler] / T4 I have enough info to decide which sessions are interesting but where’s the save button?
@wickedgeekie#DeliverAgile2018 Good notes P312:07 [using the session scheduler] / T4 I have enough info to decide which sessions are interesting but where’s the save button? time stamp Participant unique reference Task unique reference verbatim quote - shorthand is ok!
@wickedgeekie#DeliverAgile2018 Let’s practice your useful notes taking skills
@wickedgeekie#DeliverAgile2018 Exercise context • You are on a small team launching a new OS for PCs • You are going to test the first prototype with a few users • What the team wants to learn: Do users ‘get’ at a glance the revolutionary interface? Can users do their usual tasks easily? Is the interface accessible enough?
@wickedgeekie#DeliverAgile2018 Session 1: Jennifer, a “highly computer-savvy professional”. She works as a sales manager in New Jersey. She is married with 2 kids, and is very familiar with your competitor’s product, “Whindows 7”. https://www.youtube.com/ watch?v=4cMVKW-fR1M TAKE THE NOTES YOU NEED FOR SUCCESSFUL RESEARCH
@wickedgeekie#DeliverAgile2018 Why notes are important • No one will ever watch again the session recordings • Notes will be refered to for a while • Analysis will be skewed by what was noted, and how good notes are • Great notes can really help stay on track
@wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a test • How user research can fit in agile cadences
@wickedgeekie#DeliverAgile2018 Session facilitation components A facilitator A participant A discussion guide
@wickedgeekie#DeliverAgile2018 The point of facilitation 1. To enable actions and comments that will form the raw data for analysis 2. To ensure relevant completion with minimal biases 3. To provide support when things go wrong
@wickedgeekie#DeliverAgile2018 How to facilitate: making the participant talk • Be wanting to hear what they have to say, however “bad” • Angle your body towards them and lean in *slightly* • Be relaxed, speak slowly, breathe, pause at the end of sentences. • Encourage them to continue talking: soft “mmhh”, soft “yeah”, silence
@wickedgeekie#DeliverAgile2018 How to facilitate: making the participant say it all • Give them time to answer then develop - wait attentively. • 5 x why • People, time, location, context, sequence • Ask about the (recent) past, never about the future • Stay neutral at all times 
 be aware the person may disclose information you are uncomfortable with (health issues, bereavement, drug use, opposite values, criminal past…)
@wickedgeekie#DeliverAgile2018 Participants • Recruitment is time consumming (1-3+ weeks) • Be picky JUST ENOUGH • Never use proxys, go find the actual people (customer/user…) • There is no magic number of participants that give you perfect insights - assess how your learning is progressing, stop when you start hearing allways the same things (then do something about it)
@wickedgeekie#DeliverAgile2018 The discussion guide or test protocole • Helps consistency across research sessions • Ensures you don’t forget anything • Can be adhered to rigidly, or used loosely depending on what the participant is saying (if you learn something new, you won’t have questions about it!)
@wickedgeekie#DeliverAgile2018 When testing a product/prototype • Hand out something the participant can use on their own • Issue realistic goal-based instructions
 
 “You told me you like to plan your conference day by choosing the sessions ahead - please show me how you do it with this programme” • Record everything
@wickedgeekie#NUXcamp RECORD EVERYTHING Mac: Silverback App by Clearleft - PC: Camtasia by Morae
@wickedgeekie#DeliverAgile2018 Create your test protocole • List in order the topics/product features you want to explore • Add above an introduction cheat sheet • Add below a facilitation cheat sheet
@wickedgeekie#DeliverAgile2018 Practice writing a test protocole • Open your favourite at-work-for-work app on your phone (prepare to show it to a stranger!) • Pretend you’re on the team for that app • List in order 3 topics/product features you want to explore with potential users in the “active professionals” category
@wickedgeekie#DeliverAgile2018 Add cues for yourself • Pause them before they click: What do you expect to see? • User makes a funny face:Tell me about what just happened? • As they seem done: What’s next? • After any interaction: Stay here a moment and share your thoughts • What can we remove? • What’s missing for you?
@wickedgeekie#DeliverAgile2018 This: • Believe the product is faulty AND the user is right • Ignore everything that works well, focus on what doesn’t • Research is never a compliments fishing expedition
@wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a test • How user research can fit in agile cadences
@wickedgeekie#DeliverAgile2018 IDENTIFY PREPARE RUN ANALYSE SHARE The research cycle
@wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? The product lifecycle
@wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? 👻 Research in the product cycle
@wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Risk Product, Research and Risk
@wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Investment Product, Research and investment
@wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Revenue Product, Research and Revenue
@wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Investment Risk Product, Research, Risk, Investment and Revenue
@wickedgeekie#DeliverAgile2018 My current project Apr  18 May  18 Jun  18 Jul  18 Aug  18 Sep  18 Oct  18 Nov  18 Dec  18 Jan  19 Feb  19 Mar  19 Apr  19 May  19 Jun  19 Jul  19 Aug  19 Sep  19 User  Group  4   research  and   workshops scheduling  research  sessions User  Group  1  -­‐   Location  1  research   session User  Group  1  -­‐  Location   2  research  session User  Group  1   stakeholders  workshop User  group  2  -­‐  Locations  1  &   2research  &  workshop User  Group  3   research  &   workshop User  Group  2  -­‐  Locations  1,  2   &  3  research  &  workshop Beginning  of  iterative  prototype  design  and  build Beginning  of  iterative  prototype  testing  with  users Beginning  of  annotating  validated  design  elements Beginning  of  creation  of  JIRA  tickets  for  development Beginning  of  collaboration  with  dev  &  QA  over  build  of  stories Beginning  of  testing  of  built  elements  with  users Suggested  deadline  for   research  and  design   work Suggested  beginning  of  scaling,  stabiliising  and  roll  out  of   techonlogy,  and  staff  training Research activities Research outcomes based activities Design activities Progamme activities based on design Framing events Socialisation  of  research   outcomes User  Group  5  kick  off   stakeholder  session Key: Start  of  UR/UX Start  of  visual  design
@wickedgeekie#DeliverAgile2018 My current project Apr  18 May  18 Jun  18 Jul  18 Aug  18 Sep  18 Oct  18 Nov  18 Dec  18 Jan  19 Feb  19 Mar  19 Apr  19 May  19 Jun  19 Jul  19 Aug  19 Sep  19 User  Group  4   research  and   workshops scheduling  research  sessions User  Group  1  -­‐   Location  1  research   session User  Group  1  -­‐  Location   2  research  session User  Group  1   stakeholders  workshop User  group  2  -­‐  Locations  1  &   2research  &  workshop User  Group  3   research  &   workshop User  Group  2  -­‐  Locations  1,  2   &  3  research  &  workshop Beginning  of  iterative  prototype  design  and  build Beginning  of  iterative  prototype  testing  with  users Beginning  of  annotating  validated  design  elements Beginning  of  creation  of  JIRA  tickets  for  development Beginning  of  collaboration  with  dev  &  QA  over  build  of  stories Beginning  of  testing  of  built  elements  with  users Suggested  deadline  for   research  and  design   work Suggested  beginning  of  scaling,  stabiliising  and  roll  out  of   techonlogy,  and  staff  training Research activities Research outcomes based activities Design activities Progamme activities based on design Framing events Socialisation  of  research   outcomes User  Group  5  kick  off   stakeholder  session Key: Start  of  UR/UX Start  of  visual  design
@wickedgeekie#DeliverAgile2018 Decide topic Book participants Book participants Research Create research assets Analyse sessions Create report Share insights How long research really takes
@wickedgeekie#DeliverAgile2018 Decide topic Book participants Research Create Analyse Create report Share insights Research Rushing it with experience
@wickedgeekie#DeliverAgile2018 Fitting research in agile cadences • Less time = less research = less robust insights = problems • Lots of time = lots of research = Lots of insights to analyse = problems • Just enough research = just what the team can deal with = fewer problems • Start small, then do more if the team can follow
@wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a test • How user research can fit in agile cadences
@wickedgeekie#DeliverAgile2018 Suggested reading Books: - The Mom test, Rob Fitzpatrick, Founder Centric - Interviewing for research, Andrew Travers, free ebook: https://trvrs.co/book - Interviewing Users: How to Uncover Compelling Insights, Steve Portigal, Rosenfeld Media Blog posts: - Never Ask What They Want — 3 Better Questions to Ask in User Interviews, Charles Liu. https:// medium.com/user-research/never-ask-what-they-want-3-better-questions-to-ask-in-user-interviews- aeddd2a2101e
@wickedgeekie#DeliverAgile2018 Thank you • Get in touch: • @wickedgeekie on twitter • sophie@baguetteUX.com • Linkedin.com/sophiefrei • Engage me to coach, train or provide consultancy services

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Deliver:agile2018 - basic user research skills for non-designers

  • 1. @wickedgeekie#DeliverAgile2018 Skills for a balanced team: basic user research for non-designers WORKSHOP led by Sophie FREIERMUTH, Baguette UX Monday 29 April 2018, Austin, TX.
  • 2. @wickedgeekie#DeliverAgile2018 In this 90 minutes workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a session • How user research can fit in agile cadences
  • 4. @wickedgeekie#DeliverAgile2018 Specifics of researching users & products Research • data collection and recording • application of cognitive capacity • principles and theories of how things work
  • 5. @wickedgeekie#DeliverAgile2018 User Research • a real and tangible impact on the direction of the product my team is working on Research • data collection and recording • application of cognitive capacity • principles and theories of how things work Specifics of researching users & products
  • 6. @wickedgeekie#DeliverAgile2018 Types of user research • Exploratory • What are the problems/needs of the user? • Validation & performance • Does our solution/idea solve (well) their problems? • Usability & accessibility • Can they use the solution?
  • 7. @wickedgeekie#DeliverAgile2018 Research areas that brings useful insights • The past • The present • Usage of something tangible, and ensuing reactions/emotions • Values, biases, preconceptions and mental models
  • 8. @wickedgeekie#DeliverAgile2018 How you can research without a researcher on the team 1. Only engage into research that will deliver valuable knowledge: • directly actionable (keep/ amend/ discard)
 
 OR • critically required to make decisions (stop/ start/ continue)
  • 9. @wickedgeekie#DeliverAgile2018 How you can research without a researcher on the team 2. Step into research sessions with a willingness to learn, be wrong, be surprised
  • 10. @wickedgeekie#DeliverAgile2018 How you can research without a researcher on the team 3. Make sure the research will add value: “we know what we will do once we know it works/doesn’t
  • 11. @wickedgeekie#DeliverAgile2018 The 5 steps of user research 1 2 3 4 5 identify what the team needs to know prepare the research sessions run the research sessions analyse the research sessions share the findings
  • 12. @wickedgeekie#DeliverAgile2018 What steps are often forgotten? 1 2 3 4 5 identify what the team needs to know prepare the research sessions run the research sessions analyse the research sessions share the findings
  • 13. @wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a session • How user research can fit in agile cadences
  • 15. @wickedgeekie#DeliverAgile2018 We will narrow our focus 1 2 3 4 5 identify what the team needs to know prepare the research sessions run the research sessions analyse the research sessions share the findings
  • 16. @wickedgeekie#DeliverAgile2018 LET’S JUMP INTO THE PROCESS TO THE WEAKEST POINT OF RESEARCH
  • 21. @wickedgeekie#DeliverAgile2018 Bad and Good notes Nice! He likes it P312:07 [using the session scheduler] / T4 I have enough info to decide which sessions are interesting but where’s the save button?
  • 22. @wickedgeekie#DeliverAgile2018 Good notes P312:07 [using the session scheduler] / T4 I have enough info to decide which sessions are interesting but where’s the save button? time stamp Participant unique reference Task unique reference verbatim quote - shorthand is ok!
  • 24. @wickedgeekie#DeliverAgile2018 Exercise context • You are on a small team launching a new OS for PCs • You are going to test the first prototype with a few users • What the team wants to learn: Do users ‘get’ at a glance the revolutionary interface? Can users do their usual tasks easily? Is the interface accessible enough?
  • 25. @wickedgeekie#DeliverAgile2018 Session 1: Jennifer, a “highly computer-savvy professional”. She works as a sales manager in New Jersey. She is married with 2 kids, and is very familiar with your competitor’s product, “Whindows 7”. https://www.youtube.com/ watch?v=4cMVKW-fR1M TAKE THE NOTES YOU NEED FOR SUCCESSFUL RESEARCH
  • 26. @wickedgeekie#DeliverAgile2018 Why notes are important • No one will ever watch again the session recordings • Notes will be refered to for a while • Analysis will be skewed by what was noted, and how good notes are • Great notes can really help stay on track
  • 27. @wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a test • How user research can fit in agile cadences
  • 28. @wickedgeekie#DeliverAgile2018 Session facilitation components A facilitator A participant A discussion guide
  • 29. @wickedgeekie#DeliverAgile2018 The point of facilitation 1. To enable actions and comments that will form the raw data for analysis 2. To ensure relevant completion with minimal biases 3. To provide support when things go wrong
  • 30. @wickedgeekie#DeliverAgile2018 How to facilitate: making the participant talk • Be wanting to hear what they have to say, however “bad” • Angle your body towards them and lean in *slightly* • Be relaxed, speak slowly, breathe, pause at the end of sentences. • Encourage them to continue talking: soft “mmhh”, soft “yeah”, silence
  • 31. @wickedgeekie#DeliverAgile2018 How to facilitate: making the participant say it all • Give them time to answer then develop - wait attentively. • 5 x why • People, time, location, context, sequence • Ask about the (recent) past, never about the future • Stay neutral at all times 
 be aware the person may disclose information you are uncomfortable with (health issues, bereavement, drug use, opposite values, criminal past…)
  • 32. @wickedgeekie#DeliverAgile2018 Participants • Recruitment is time consumming (1-3+ weeks) • Be picky JUST ENOUGH • Never use proxys, go find the actual people (customer/user…) • There is no magic number of participants that give you perfect insights - assess how your learning is progressing, stop when you start hearing allways the same things (then do something about it)
  • 33. @wickedgeekie#DeliverAgile2018 The discussion guide or test protocole • Helps consistency across research sessions • Ensures you don’t forget anything • Can be adhered to rigidly, or used loosely depending on what the participant is saying (if you learn something new, you won’t have questions about it!)
  • 34. @wickedgeekie#DeliverAgile2018 When testing a product/prototype • Hand out something the participant can use on their own • Issue realistic goal-based instructions
 
 “You told me you like to plan your conference day by choosing the sessions ahead - please show me how you do it with this programme” • Record everything
  • 35. @wickedgeekie#NUXcamp RECORD EVERYTHING Mac: Silverback App by Clearleft - PC: Camtasia by Morae
  • 36. @wickedgeekie#DeliverAgile2018 Create your test protocole • List in order the topics/product features you want to explore • Add above an introduction cheat sheet • Add below a facilitation cheat sheet
  • 37. @wickedgeekie#DeliverAgile2018 Practice writing a test protocole • Open your favourite at-work-for-work app on your phone (prepare to show it to a stranger!) • Pretend you’re on the team for that app • List in order 3 topics/product features you want to explore with potential users in the “active professionals” category
  • 38. @wickedgeekie#DeliverAgile2018 Add cues for yourself • Pause them before they click: What do you expect to see? • User makes a funny face:Tell me about what just happened? • As they seem done: What’s next? • After any interaction: Stay here a moment and share your thoughts • What can we remove? • What’s missing for you?
  • 39. @wickedgeekie#DeliverAgile2018 This: • Believe the product is faulty AND the user is right • Ignore everything that works well, focus on what doesn’t • Research is never a compliments fishing expedition
  • 40. @wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a test • How user research can fit in agile cadences
  • 41. @wickedgeekie#DeliverAgile2018 IDENTIFY PREPARE RUN ANALYSE SHARE The research cycle
  • 42. @wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? The product lifecycle
  • 43. @wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? 👻 Research in the product cycle
  • 44. @wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Risk Product, Research and Risk
  • 45. @wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Investment Product, Research and investment
  • 46. @wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Revenue Product, Research and Revenue
  • 47. @wickedgeekie#DeliverAgile2018 C Stages Overview all the PLC Stages on two pages with a breakdown showing, for each stage, the team on; how long each stage could / should take; the key governance questions, governance eliverables, Efficacy questions and deliverables. o these three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months Can you identify a core user problem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? Proposed user need Strategic fit Business priority Size of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi What is the PLC? Stages Overview e PLC Stages on two pages with a breakdown showing, for each stage, the team how long each stage could / should take; the key governance questions, governance rables, Efficacy questions and deliverables. ese three stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Idea Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months n you identify a core user oblem in a target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? oposed user need ategic fit siness priority e of market Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi at is the PLC? ages Overview tages on two pages with a breakdown showing, for each stage, the team g each stage could / should take; the key governance questions, governance Efficacy questions and deliverables. ee stages - Idea, Explore and Validate - as THE LEFT SIDE: PLC Playbook 2.1 Explore Validate Anyone 2-4 People Small team Days 2-8 weeks 2-6 months ntify a core user target market? Are there real customers who get value from your concept? Is there a viable business model for this product? Can you demonstrate product / market fit or a validated business model? er need ority et Evidence of need validation Early adopter signed up Initial Business Model Baseline leading indicators Evidence of solution validation Active Early Adopter Validated Business Model P&L and financial projections DECISION DECISION DECISION Max Maxi e PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Pla Stage Grow Sustain Retir Who Larger team BAU How long Months / Years Years As soon Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual gleaned from Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / Us Strategic valu Financial impa discontinuing DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possib Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can gleaned from the busin Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metric Strategic value to Pears Financial impact of discontinuing the produ DECISION DECISION DECISION What is the PLC? PLC Stages Overview (cont) We refer to these three stages - Grow, Sustain and Retire, as the RIGHT SIDE: PLC Playbook 2.1 Stage Grow Sustain Retire Who Larger team BAU BAU How long Months / Years Years As soon as possible Governance Questions How fast are you growing the business at scale? Are you delivering revenue and outcomes whilst reducing costs? What residual value can be gleaned from the business? Customer / Learner metrics Key financial metrics Cost structure Customer / User Metrics Continued strategic Alignment Profitability & Margins Customer / User Metrics Strategic value to Pearson Financial impact of discontinuing the product DECISION DECISION DECISION What is the PLC? Investment Risk Product, Research, Risk, Investment and Revenue
  • 48. @wickedgeekie#DeliverAgile2018 My current project Apr  18 May  18 Jun  18 Jul  18 Aug  18 Sep  18 Oct  18 Nov  18 Dec  18 Jan  19 Feb  19 Mar  19 Apr  19 May  19 Jun  19 Jul  19 Aug  19 Sep  19 User  Group  4   research  and   workshops scheduling  research  sessions User  Group  1  -­‐   Location  1  research   session User  Group  1  -­‐  Location   2  research  session User  Group  1   stakeholders  workshop User  group  2  -­‐  Locations  1  &   2research  &  workshop User  Group  3   research  &   workshop User  Group  2  -­‐  Locations  1,  2   &  3  research  &  workshop Beginning  of  iterative  prototype  design  and  build Beginning  of  iterative  prototype  testing  with  users Beginning  of  annotating  validated  design  elements Beginning  of  creation  of  JIRA  tickets  for  development Beginning  of  collaboration  with  dev  &  QA  over  build  of  stories Beginning  of  testing  of  built  elements  with  users Suggested  deadline  for   research  and  design   work Suggested  beginning  of  scaling,  stabiliising  and  roll  out  of   techonlogy,  and  staff  training Research activities Research outcomes based activities Design activities Progamme activities based on design Framing events Socialisation  of  research   outcomes User  Group  5  kick  off   stakeholder  session Key: Start  of  UR/UX Start  of  visual  design
  • 49. @wickedgeekie#DeliverAgile2018 My current project Apr  18 May  18 Jun  18 Jul  18 Aug  18 Sep  18 Oct  18 Nov  18 Dec  18 Jan  19 Feb  19 Mar  19 Apr  19 May  19 Jun  19 Jul  19 Aug  19 Sep  19 User  Group  4   research  and   workshops scheduling  research  sessions User  Group  1  -­‐   Location  1  research   session User  Group  1  -­‐  Location   2  research  session User  Group  1   stakeholders  workshop User  group  2  -­‐  Locations  1  &   2research  &  workshop User  Group  3   research  &   workshop User  Group  2  -­‐  Locations  1,  2   &  3  research  &  workshop Beginning  of  iterative  prototype  design  and  build Beginning  of  iterative  prototype  testing  with  users Beginning  of  annotating  validated  design  elements Beginning  of  creation  of  JIRA  tickets  for  development Beginning  of  collaboration  with  dev  &  QA  over  build  of  stories Beginning  of  testing  of  built  elements  with  users Suggested  deadline  for   research  and  design   work Suggested  beginning  of  scaling,  stabiliising  and  roll  out  of   techonlogy,  and  staff  training Research activities Research outcomes based activities Design activities Progamme activities based on design Framing events Socialisation  of  research   outcomes User  Group  5  kick  off   stakeholder  session Key: Start  of  UR/UX Start  of  visual  design
  • 50. @wickedgeekie#DeliverAgile2018 Decide topic Book participants Book participants Research Create research assets Analyse sessions Create report Share insights How long research really takes
  • 51. @wickedgeekie#DeliverAgile2018 Decide topic Book participants Research Create Analyse Create report Share insights Research Rushing it with experience
  • 52. @wickedgeekie#DeliverAgile2018 Fitting research in agile cadences • Less time = less research = less robust insights = problems • Lots of time = lots of research = Lots of insights to analyse = problems • Just enough research = just what the team can deal with = fewer problems • Start small, then do more if the team can follow
  • 53. @wickedgeekie#DeliverAgile2018 So far in the workshop… • The 5 steps of user research • Note-taking skills to efficiently contribute to research • Basics of facilitating a test • How user research can fit in agile cadences
  • 54. @wickedgeekie#DeliverAgile2018 Suggested reading Books: - The Mom test, Rob Fitzpatrick, Founder Centric - Interviewing for research, Andrew Travers, free ebook: https://trvrs.co/book - Interviewing Users: How to Uncover Compelling Insights, Steve Portigal, Rosenfeld Media Blog posts: - Never Ask What They Want — 3 Better Questions to Ask in User Interviews, Charles Liu. https:// medium.com/user-research/never-ask-what-they-want-3-better-questions-to-ask-in-user-interviews- aeddd2a2101e
  • 55. @wickedgeekie#DeliverAgile2018 Thank you • Get in touch: • @wickedgeekie on twitter • sophie@baguetteUX.com • Linkedin.com/sophiefrei • Engage me to coach, train or provide consultancy services