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Using User Research to Convince Stakeholders Everyone who has worked with large corporate clients knows how hard it can be to align a group of stakeholders and get them all to agree. They’re often hardly engaged in the project itself, and they are hard to convince when it comes to design decisions. In the past, we’ve worked with a number of these types of clients, and we have found a few ways to get the stakeholders more engaged. Next to that, we have learned to speak their language (sort of), which helps tremendously when you need to convince them that your solution is actually better. In this presentation Jacco and Martijn will tell you how they have used different forms of user research to address these issues and use examples from recent project to illustrate their way of working.
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Jacco Nieuwland & Martijn van Loon March 2013
Stakeholder Persuasion How to quantify your gut feeling!
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Why change something that already works?
Why this colour?
Are we really sure this design
is better?
requirements requirements
researcher
designer
user research reports
user tests
presentations
design user Product business
business
user flow
efficiency
mental model
looks better
user experience
intuitive
UX talk / designer talk
business talk; # and $
ROI
KPI
conversion
researcher
designer
business
UX talk / designer talk
?!?
reports
presentations
researcher
designer
UX & business - different languages
Need numbers to persuade stakeholders
Collect data during design process insights
Designer
Jacco Nieuwland @jnieuwland
Researcher
@martijn_vanloon
Martijn van Loon
We are User Intelligence an international User Experience consultancy, specialized in
Research,
Design &
Strategy
researcher
designer
business
UX talk / designer talk
Business talk; # and $
reports
presentations
Why change something that already works?
Existing website: Web Traffic Map
understand conceive design implement optimize
web analytics
web analytics Collect (new) data
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Two cases
Case 1 Validate new navigation structure
The problem
I can’t find the content
user product
Is the new structure better?
Can customers find products more easily?
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Current structure
New structure
Tool: Treejack
Task: e.g. Find mobile broad band (demo)
Results: Scores per task Tool: Treejack
Is the new structure better?
Can customers find products more easily?
Main results
40% higher success percentage
Main results
Deeper analysis of the results Tool: Treejack
Results
Quick comparison of navigation structures
Redesign easily communicated with stakeholders
Commitment to the new redesign during design and development.
Case study 2 – Philips Measure expected success of new concept
To which site do I have to go?
user product(s)
Problem
Is it worth the investment?
Changes have high impact on back-end
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Input: prototype of the website
Current site Proposed solution
Prototype
Journeys
Respondents
Completed tasks
115 pages
5 journeys, 80 tasks
800 respondents
2400 completed tasks
60 pages
5 journeys, 56 tasks
600 respondents
1800 completed tasks
Test setup
Start task
Please buy a Sensotouch 3D RQ1285/22. Please take note where you can buy this product (online via Philips.com, online via a third party, or in a physical shop via a retailer).
Tool: Userzoom
Task: e.g. Buy a Sensotouch 3D Tool: Userzoom
Task: e.g. Buy a Sensotouch 3D (demo) Tool: Userzoom
Questions (satisfaction, ease of use) Tool: Userzoom
Results per task Tool: Userzoom
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Data analysis
Is it worth the investment?
Changes have high impact on back-end
Main results
Main results
Goal completion nn% increase
Time to complete nn% decrease
nn% increase in satisfaction
+nn% -nn% +nn%
Detailed results
Screenflows Tool: Userzoom
Screenflows Tool: Userzoom
Heatmaps Tool: Userzoom
Results
Realistic comparison
Convincing results to support an important business decision
First improvements on the concept before development
Summary
understand conceive design implement optimize
web analytics
web analytics Collect (new) data
Use quantitative analyses in the design phase
Objective data facilitates communication with stakeholders
Benchmark your design
It also helps identify issues before development starts
takeaways
Go and do this for yourselves! takeaways
thank you!
www.userintelligence.com @martijn_vanloon @jnieuwland #stakeholderpersuasion
