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UX Research at Scale

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UX RESEARCH AT SCALE NICK CAWTHON : TRUE UNIVERSITY 2015


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HUMAN FACTORS


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UX RESEARCH AT SCALE BACKGROUND CHALLENGES METHODOLOGY N RESULTS WRAP


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YOU , OR POSSIBLY YOU • THE ONLY DESIGNER / NOT A DESIGNER • UNSURE OF WHERE DESIGN FITS IN PROCESS / ORGANIZATION
 • HAVE 100 OTHER THINGS TO FOCUS ON • KNOW GOOD DESIGN WHEN YOU SEE IT 6


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THREE GOALS • SHOWCASE VALUE OF RESEARCH EFFORTS • ILLUSTRATE CHALLENGES OF SCALE
 • PROVIDE MAINTAINABLE METHODS 7


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NICK CAWTHON @NCAWTHON DIRECTOR OF USER EXPERIENCE LOGGLY IXDA ORGANIZER SAN FRANCISCO CHAPTER ACADEMIC BACKGROUND B.S. ARCH & APPLIED ARTS | B.F.A. NEW MEDIA | MPHIL. HCI / DATAVIZ 8


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PERCENTAGE OF POSTINGS .06 .04 INFORMATION ARCHITECT INTERACTION DESIGNER UX DESIGNER .02 UI DESIGNER PRODUCT DESIGNER USABILITY ENGINEER 0 JAN 06 JAN 07 JAN 08 JAN 09 JAN 10 JAN 11 JAN 12 10


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UX 11


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UR BRAND EXTENSIONS VISUAL STYLEGUIDES FRONT-END CODING UI IXD ETHNOGRAPHIC RESEARCH USER SESSIONS COMPARATIVE TESTING FEATURE DEVELOPMENT INFORMATION ARCH. PROTOTYPING 11


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UX 12


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PRODUCT ENGINEERING MARKETING DESIGN 12


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UR UI IXD 13


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BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP CHALLENGES


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CONTEXT OF LOGGLY • SOFTWARE AS A SERVICE • SINGLE PAGE APPLICATION • DEVOPS / SYSADMIN FOR SMBS • HERMIT DEMOGRAPHIC • 6,000+ ACTIVE USERS 15


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CHALLENGES OF SAAS • EXPECTATION OF CHANGE • EVERYTHING IS TESTABLE • TRADITIONAL METRICS IRRELEVANT • CONSTANT THREAT OF CHURN • PRESSURE TO DIFFERENTIATE 16


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“HOW M’ DOIN?” 17


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“HOW M’ DOIN?” 17


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IN THE BEGINNING 18


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RECRUITING SCHEDULING RECORDING DOCUMENTING 19


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BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP METHODOLOGY


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QUANTITIVE METRICS 21


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INTERNAL USAGE ANALYTICS • SIGNUP CONVERSION • REPEAT LOGINS • ACTIVATION RATES • INTERNAL EVANGELISM • UPGRADES V. DOWNGRADES • FEATURE ADOPTION • CUSTOMER CHURN • REVENUE


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X X NET PROMOTER SCORES


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DETRACTORS 1 2 3 4 PASSIVE 5 6 7 PROMOTERS 8 NET PROMOTER SCORES • WIDELY-ADOPTED • THIRD-PARTY INTEGRATIONS • OPEN-ENDED COMPONENT • SELF-ADMINISTERED METHODS 9 10


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INDUSTRY TRUST / TRANSPARENCY RED YELLOW HIGH TRUST CLERGY BUSINESS CONSULTING MED TRUST -30 -20 COMPUTER HARDWARE WEB SERVICES -10 LOW TRUST TELCOM FEEDTHEBEAST.BIZ GREEN +10 +20 +30 NPS SCORE +40 +50 +60 FINANCIAL SERVICES B2B AVG HIGH GROWTH 24


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BE CONSISTENT 25


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QUALITATIVE 26


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OLARK INTERCOM • BASIC IMPLEMENTATION • MORE ADVANCED • LIVE CHAT ONLY • OFFLINE INPUTS • CUSTOMIZABLE • CASE MANAGEMENT • SUPPORT TICKET REPLACEMENT


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CONFERENCES 28


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SESSION PATHS UNINITIATED INITIATED • SETUP / CONFIG FLOW • SPECIFIC USAGE FLOWS • BASIC FEATURES • BLOCKERS • INTUITION / IMPRESSIONS • ANY EDGE CASES • CURRENT SOLUTIONS • WORKAROUNDS 29


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AFTER THE PARTY 30


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REMOTE SESSIONS : FEEDBACK DRIP TIER = FREE / PAID • HAS LOGGED IN THIS WEEK • OPPORTUNITY - STAGE GREATER THAN 12 MONTHS STAGE DOES NOT CONTAIN: • NOT ENGAGED LOGIN COUNT < 10 • WORKING LAST LOGIN < 30 DAYS • 2-WAY CONVERSION • TRIAL CLOSE • CLOSED / WON 31


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BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP RESULTS


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“THIS IS THE MOST FRUSTRATING
 THING ABOUT YOUR PRODUCT IS…” 35


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“…I WANT YOU TO CREATE A SAVED SEARCH” 37


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“…GENERATE A PIE CHART FROM THE FIELD JSON.CITY” 39


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“NOBODY ELSE DOES THIS…” 41


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SOME RANDOM DUDE 45


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BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP WRAP


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TAKEAWAYS • CONSTANTLY REMIND YOURSELF OF USER FRUSTRATIONS
 • CUSTOMER-FOCUSED PRIORITIZATION • MAINTAIN A SCALABLE APPROACH TO RESEARCH • EXTERNALIZE AFTER EVERY LAUNCH / CONFERENCE 49


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Q&A


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CALEND.LY • SHARABLE LINKS • MAX SESSIONS PER DAY • CALENDAR SYNC • ENFORCED GAPS • CUSTOM FIELDS • REMINDER TRIGGERS 52


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SILVERBACK • SCREEN RECORDING • CUSTOM HOTKEYS • HIGHLIGHT MARKERS • TAGGING, NOTES • TASK COMPLETION MARKERS 53


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BLUE SNOWBALL • OMNI DIRECTIONAL MIC • USB INTERFACE • CANCEL BACKGROUND NOISE SATECHI MEDIAREMOTE • BLUETOOTH REMOTE • POCKET HOTKEY TRIGGERING • MINI-KEYBOARD 54


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