ux strat 2013: andrea moed, the empathy cycle: customer insight gets rhythm
DESCRIPTION
Andrea Moed's presentation at UX STRAT 2013TRANSCRIPT
Learn
Design
Develop
Test
Release
Plan
When product development is iterative, UX research needs to be, too!
plan
design
build release
measure repeat repeat...
Agile/iterative process:
Internet startup providing access to “people information”
Agile development teams
Culture of constant, incremental improvement
Case study: Introducing UX research at In"ection
Research at this company should...
‘Seize the moment’ when insights can make the biggest difference
Support decision-making every cycle
Feed the product roadmap across cycles
TIME TO
CRASH SOME MEETINGS
Sprint planning
Design ideation
Design review
Feature demo Check in with customer support
Analytics review
Story time
release
When does the team... Agree on requirements?
Explore proposed solutions? Commit to a design?
Sprint planning
Design ideation
Design review
Feature demo Check in with
customer support
Analytics review
Story time
Decide (if & what)
Set expectations
Scope and plan
Share findings
Consolidate learning
Revisit the roadmap
Conduct research
release
Cycle Example 1
Sprint planning
Design ideation
Design review
Feature demo
Story time
Decide (if & what)
Scope and plan
Look ahead
Conduct research
release
Cycle Example 2
Design review
Conduct research
Share findings
focused research within sprints
makes room for broader questions across sprints
What does each team member know about our customers?
What do they wish they knew?
Research should address both “fast” and “slow” behaviors, and the motivations
and expectations behind them
How can I help the customer accomplish her goal?
- Interaction Designer
Why did the customer do this, not that?
- Marketer
During each sprint, we observe and interpret customer behaviors.
Across sprints, we learn motivations and expectations
Fills the gaps in customer understanding
Builds a shared, yet changeable vision of customers
Enables us to strategize from empathy
Customers feel anticipated and recognized
In an iterative world, UX research...
