- Need to demonstrate value in UX
- Include everyone in the research
- Consider Customer Insight councils - invite all those that have customer touch points.
- How do we share customer insight across the product team and wider group? help create a shared understanding of the why
- Consider introducing a broker Diary study to better understand the jobs to be done
- Agree success product KPIs aligned with business values and goals
‘Building for tomorrow without compromising the needs of today’
Importance of inclusive design - everyone is different, context is different
Need to demonstrate value
Need to break down silos - teams need to collaborate, not just design and dev but legal, sales, support, etc
Research and insight helps identify blind spots
Need to align users goals and business goals.
In research, dont ask what they want. We need to understand the jobs to be done.
Not all user insight is correct.
Passion and drive > creating great customer experiences
UX/Research is about understanding the ‘why, its not jumping to the ‘what’ and 'how’
What is the problem/need we are trying to solve
Collaboration in Product Teams
Continuous discovery and design collaboration
Expose whole team to the research
‘collaboration’ is just a buzz word. Teams typically spend time brainstorm then retreat into silos in how they work. Teams should continuously collaborate through the lifespan of the product.
All great digital success comes from collaboration delivered by cross functional teams. eg a product team is sales, UX, dev, support, accman, BA, product owners, marketing etc
Need to embed UX within product team
Include everyone in the research
Teams should always be Continuous discovery and delivery
Consider Customer Insight councils - invite all those that have frequent customer touch points.
How do we position the product
How do we sell the product
How do we train the product
Run weekly customer interviews
How do we share customer insight across the product team and wider group? help create a shared understanding of the why
Having different customer perspectives help prioritise the right things
Need to identify ‘jobs to be done’ - pain points
Googles Crazy 8s technique - https://designsprintkit.withgoogle.com/methodology/phase3-sketch/crazy-8s
This technique helps get different perspectives from everyone
Consider introducing a broker Diary study to better understand the jobs to be done
Agree success product KPIs aligned with business values and goals