It's Our Research
Getting Stakeholder Buy-in for User Experience Research Projects
- Tomer Sharon, UX Researcher, Google Search
AudiencePrimary: User experience practitioners, researchers, usability analysts, interaction designers, user interface experts, human factors engineers, and usability engineers worldwide. Secondary: students, new practitioners, as well as individuals experienced in a plethora of organizational environments and settings
- Published: March 2012
- Imprint: MORGAN KAUFMANN
- ISBN: 978-0-12-385130-7
Table of Contents
Prologue: The Usable Planet
If a study has run, with no one around to hear about it, did it still happen?
1 If Life Gives You Limes, Make Mojitos!
Identifying stakeholders, selling user experience research, and dealing with difficult people and situations
Types of stakeholders
User experience stakeholders
The perspectives of UX research stakeholders
Difficult people, teams, and organizations: Fight or flight?
Selling the value of research
The Lean Startup movement
Accept the fact that it might not work and that itâs okay
2 Mmm . . . Interesting; So What Exactly Is It That You Want To Learn?
Implementing your great participant interviewing skills on stakeholders; asking good questions, listening, saying the right things, and identifying research opportunities
Initiation of a study
The most important questions to ask your stakeholders
What is the product?
Who are the users of the product?
What do you want to know? Why?
When do you need the results?
What will you do with the research results?
Bonus question: What do you know now?
Delay any discussion about methodologies
Become the voice of reason
Listening and sowing seeds
3 If You Pick a Methodology First, Something Must Be Wrong
Strategies for planning studies with stakeholders and techniques for developing the right research questions
Users and purposes of study plans
The plan stakeholders love: The one-page plan
Why have goals? Who needs goals?
The difference between goals and questions
Good and bad questions
The questions stakeholders ask and the ones they do not
How many questions?
Selecting a methodology and describing it
The magic of injecting quantitative data into qualitative findings
4 Whatâs Gonna Work? Teamwork!
Hands-on techniques for collaborating and involving stakeholders in research planning, execution, analysis, and reporting
The meetings you need to have
A simple planning artifact
Agreement and buy-in per study
Recruit participants together
Who can help and when
Why bother? I can do without them!
How to ask for help
Salespeople are very busy people
Interact with users together
Stakeholders in field studies
Stakeholders in lab studies
Help stakeholders interview users and launch surveys
Color the experience
The field visit debrief is a huge opportunity
Use the KJ technique
Do not report recommendations
Report results together
The joint report
The joint presentation
Maintain an internal blog
Provide appropriate credits
5 The Single Biggest Problem In Communication Is The Illusion That It Has Taken Place
Strategies and tools to effectively communicate research results by using reports, presentations, and more cool stuff
Avoid the report-which-is-actually-a-presentation
Share key findings before your report is ready
Report only the most severe findings
The executive summary
How long should a report be?
Donât start fires
Use the report as a live communication tool
Learn the art of presenting
Present to multiple teams
Other communication tools and techniques
Visualize and design posters
Run a research expo
Combine quantitative and qualitative data
Develop top ten lists
Soft communication skills
ALWAYS communicate what works well
Become immersed in your team
Communicate bad news
Never use an escalation mandate
6 You Canât Manage What You Donât Measure
Signs that indicate research is being used well and how you can systematically track success (or failure)
Signs that research is being used well
Research is consumed
Budget is allocated for more research
Findings are long and lasting
Trust is established
Skeptical stakeholders become believers
Business is changed
Staffing is changed
Repeated requests are made for UX research training
Researchers are recognized
How to track the impact of research
Have a buy-in tracking strategy
Before and after screenshots
Screenshots with callouts
Quotes and videos