Driving B2B innovation & product development using collaborative ux research techniques

#UXPABos15#b2bUX

Driving B2B Innovation & Product Development Using Collaborative UX Research Techniques

UXPA Boston

May 15th, 2015

Co-presented by:

Alfred Kahn | Director, Customer Experience | Wolters Kluwer Law & Business

Pete Wasserman | Director, B2B Research & Consulting | Sachs Insights

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Who are we?

Pete Wasserman

DirectorResearch & Consulting, B2B Practice

Alfred Kahn

Director,

Customer Experience

@pete_wasserman@sachsinsights

#UXPABos15#b2bUX

Getting to Know You

Show of hands:

1. How many of you have “internal” customers? External?

2. How many of you have defined your customers without having talked to your customers?

3. How many have tried to perform contextual inquiry (observing customers/users doing their work)?

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WHY FOCUS ON B2B?

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SO WHAT ARE THE CHALLENGES?

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The Data Challenge

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Contextual inquiry is not always possible.

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Many companies don’t have adequate quant data on customer behavior either.

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More specific audiences = fewer data points.

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The Collaboration Challenge

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Finance, Business, Equity..

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Driving organizational change is not for the faint of heart.

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What’s at stake?

You don’t get a second chance to make a first impression.

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WHAT IF…

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SO WHAT TO DO?

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3 Types of Collaboration

1. Customer – Customer

2. Customer – Subject Matter Expert

3. Stakeholder – Stakeholder

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3 Types of Collaboration 3 Research Techniques

1. Customer – Customer

2. Customer – Subject Matter Expert

3. Stakeholder – Stakeholder

Iterative Workflow Mapping

Collaborative Design

Stakeholder Analysis Workshops

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CUSTOMER – CUSTOMER COLLABORATION:

COLLABORATIVE DESIGN

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Securi6es Law An6trust Li6ga6on Tax Banking Intellectual

Property

Labor & Employment Health Law Pension &

Benefits Energy &

Environment Payroll

#UXPABos15#b2bUX

Securities Law

Antitrust

Litigation

Tax

Banking

Intellectual Property

Labor & Employment

Health Law

Pension & Benefits

Energy & Environment

Payroll

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Methodology – Collaborative Design

Small Co-Creation Groups with 4 lawyers of the same Persona

Activities structured to produce Divergent/Convergent Thinking Working individually Then in Pairs Then in Groups

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Divergent

HLUX

CNAB

XAJZ

Divergent/Convergent Thinking

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ConvergentDivergent

HLUX

CNAB

XAJZ

HLUX CNAB

XAJZ


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ConvergentDivergent

HLUX

CNAB

XAJZ

HLUX CNAB

XAJZ

Solution

HLUX + CNAB + XAJZ


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Methodology – Collaborative Design

Grounded in Real Life ExampleRelational Targeting ActivityBuild their Ideal Content SetWork in teams to merge the concepts

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Wide range of sources used in Antitrust research.

They are frustrated by poor search and navigation on government websites.

Value of Expert witness database They like the idea of

cascading content, moving across a spectrum from general to more specific and vice versa.

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Research Outcome

Clear Focus

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Research Outcome

Rich Detail

Clear Focus

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Research Outcome

Rich Detail

Identified Gaps

Clear Focus

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Research Outcome

Rich Detail

Identified Gaps

Design Strategy

Clear Focus

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SME – CUSTOMER COLLABORATION:

ITERATIVE WORKFLOW MAPPING

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Understanding Transaction Workflows

Transaction Example

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Recruitment

Attorneys were recruited to participate, representing two of the Wolters Kluwer personas

In addition, participants met the following specifications:

» Mix of gender and age

» Mix of roles and titles

» Mix of firm size and specialty

» All Securities content researchers

Bruno – Career Builder

Ernie – Experienced Leader

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Detail of the Process

2:1 Sessions with participants from each persona segment

• Researcher, Subject Matter Expert (SME) & Participant in a room

• SME is typically a former professional, sometimes a Product Manager

SME Researcher

Attorney

SME

ResearcherAttorney

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Role of the SME

• Bring deep domain knowledge into the room

• Identify Nuance and Detail

• Act as Translator

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Start

Beginning Closing

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Part 1

Beginning Closing

NDADrafting Anciliary

ClosingKick OffDue Diligence

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Part 2

Beginning Closing

NDA Due DiligenceDraft

Purchase Agreement

Drafting Anciliary

ClosingCoordinate with Special

CouncilKick Off

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Part 3

Beginning Closing

NDA Due DiligenceDraft

Purchase Agreement

Drafting Anciliary

ClosingCoordinate with Special

CouncilKick Off

Background of Research

Disclosure Schedule

LogisticsTransaction Agreement

Coordinating Council

Tax Documents

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360 ° view across all personas for complex workflow identifying needs

• Generate richer data through expert iteration• Layering of workflows to develop “superflow”

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Transaction Workflow

Transaction Example

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360° Transaction Workflow

Transaction Example

Co

nce

pt

1C

on

cep

t 2

Co

nce

pt

3

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STAKEHOLDER – STAKEHOLDER:

STAKEHOLDER WORKSHOP

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Content Creation

Workflow Mapping

Stakeholder Workshop

Organizational Change

Rich Findings

Drive Consensus

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Detail of the Process

Workshop to analyze & interpret research findings

• Stakeholders

• Subject Matter Experts

Review data & engage in collaborative workshopping exercises

• Individual, paired & group exercises

• Divergent / Convergent Thinking

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Why is it so important to agree on findings?

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Wrap Up

These approaches deliver value by providing:• Rich customer data

• Understanding an entire user ecosystem

• Exploration of white space

• Validation of product concepts

• Stakeholder alignment

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Some Concepts We Discussed

Divergent / Convergent Thinking

Subject Matter Expert/Stakeholder Engagement

Collaborative Research Teams

Rich Data Collection Through Expert Iteration

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APPLAUSE PLEASE!(or questions)

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Thank you!

Pete Wasserman

DirectorResearch & Consulting, B2B [email protected]

212.924.1600 x-181

Alfred Kahn

Director

Customer [email protected]

212.771.0720

@pete_wasserman@sachsinsights

Special Thanks to Tammy Sachs & Geoff ParsonsArt by Lisa Vissichelli

Driving B2B innovation & product development using collaborative ux research techniques

Technology

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