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WINNING THAT ELUSIVE BUY-IN FOR UX RESEARCH TOMER SHARON | GOOGLE | @tsharon
HI, I’M TOMER
@tsharon www.itsourresear.ch
TAKK!
WHAT IS UX RESEARCH?
PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES TO THE RIGHT PEOPLE AT THE RIGHT TIME.
3 QUESTIONS UX RESEARCH CAN ANSWER
WHAT DO PEOPLE NEED?
WHAT DO PEOPLE WANT?
CAN PEOPLE USE IT?
THE CHALLENGE
8
THE PERSON WHO ALWAYS POKED HOLES
1
DEVELOP EMPATHY TOWARD
STAKEHOLDERS
THE HOSTILE STAKEHOLDER
2
?
CHANGES HAPPEN
THE DIRECTOR THAT KICKED ME OUT
3
FIGHT OR FLEE BASED ON MATURITY
LEVELS
THE BEST TIME TO COLLABORATE
4
IT’S ALWAYS A GOOD TIME TO
COLLABORATE
THE ONLY PERSON WHO CARED, LEFT THE COMPANY
5
LISTEN & PLANT SEEEDS
COLORING THE EXPERIENCE
6
INVITE THE SKEPTICAL TO WATCH
BUT I DON’T WANNA WRITE A REPORT
7
USE ALTERNATIVE WAYS TO REPORT
PIVOT TO END-OF-LIFE
8
USE THE LEAN STARTUP
TERMINOLOGY
STORIES LESSONS LEARNED
8 8
STORY The person who always poked holes in UX research
The hostile stakeholder that wouldn’t cooperate
The director that kept kicking me out
The best time to collaborate with stakeholders
The only person who cared left
Coloring the experience for stakeholders
But I don’t wanna write a report
Pivot to EOL
LESSON LEARNED Develop empathy toward stakeholders
Some people don’t get it but changes happen
Fight or flee based on maturity levels
It’s always a good time to collaborate with stakeholders
Listen and plant seeds
Invite the skeptical to watch
Use alternative ways to report results
Learn the Lean Startup terminology
TAKK! @tsharon
GOOGLE IS HIRING
Q&A
“Researchers are toxic, research is essential” -Steve Blank “If you want a seat at the table, you need to know when dinner is served” - Klaus Kaasgaard
“UX people need to research the UX of people who need UX” - Seth Godin www.itsourresear.ch
ONE FINAL THOUGHT
“DON’T BELIEVE EVERYTHING YOU SEE ON A POWERPOINT SLIDE JUST BECAUSE THERE’S A PICTURE WITH A QUOTE NEXT TO IT.”
- ROALD AMUNDSEN
