UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
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Transcript of UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm
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Learn
Design
Develop
Test
Release
Plan
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When product development is iterative, UX research needs to be, too!
plan
design
build release
measure repeat repeat...
Agile/iterative process:
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Internet startup providing access to “people information”
Agile development teams
Culture of constant, incremental improvement
Case study: Introducing UX research at In"ection
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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
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TIME TO
CRASH SOME MEETINGS
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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?
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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
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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
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focused research within sprints
makes room for broader questions across sprints
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What does each team member know about our customers?
What do they wish they knew?
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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
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During each sprint, we observe and interpret customer behaviors.
Across sprints, we learn motivations and expectations
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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...