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It's Our Research, 1st Edition

Getting Stakeholder Buy-in for User Experience Research Projects

 
It's Our Research, 1st Edition,Tomer Sharon,ISBN9780123851307
 
 
 

  

Morgan Kaufmann

9780123851307

9780123851314

288

235 X 191

Tried and tested tactics for getting stakeholder buy-in on user experience research

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Key Features

  • Named a 2012 Notable Computer Book for Information Systems by Computing Reviews
  • Features a series of video interviews with UX practitioners and researchers
  • Provides dozens of case studies and visuals from international research practitioners
  • Provides a toolset that will help you justify your work to stakeholders, deal with office politics, and hone your client skills
  • Presents tried and tested techniques for working to reach positive, useful, and fruitful outcomes

Description

It’s Our Research: Getting Stakeholder Buy-in for User Experience Research Projects discusses frameworks, strategies, and techniques for working with stakeholders of user experience (UX) research in a way that ensures their buy-in. This book consists of six chapters arranged according to the different stages of research projects. Topics discussed include the different roles of business, engineering, and user-experience stakeholders; identification of research opportunities by developing empathy with stakeholders; and planning UX research with stakeholders. The book also offers ways of teaming up with stakeholders; strategies to improve the communication of research results to stakeholders; and the nine signs that indicate that research is making an impact on stakeholders, teams, and organizations. This book is meant for UX people engaged in usability and UX research. Written from the perspective of an in-house UX researcher, it is also relevant for self-employed practitioners and consultants who work in agencies. It is especially directed at UX teams that face no-time-no-money-for-research situations.

Readership

Primary: User experience practitioners, researchers, usability analysts, interaction designers, user interface experts, human factors engineers, and usability engineers worldwide. Secondary: students, new practitioners, as well as individuals experienced in a plethora of organizational environments and settings

Tomer Sharon

Tomer Sharon is a User Experience researcher at Google Search. Previously, he led the user experience research effort for Google’s online advertising management platform - DFP (Doubleclick for Publishers). Prior to Google, he worked at Check Point Software Technologies in Israel as User Experience Researcher Lead. As founder and first president of UPA Israel, he led the chapter to many achievements such as raising awareness of the need for easy-to-use, efficient, and fun technology products, and growing and nurturing a professional community of 1,000 practitioners. Tomer is an experienced speaker at local and international conferences, a published author of articles and papers, and a past editorial board member for UPA’s UX Magazine. Tomer holds a BA in Social Sciences from The Open University and a master’s degree in Human Factors in Information Design from Bentley University in Waltham, MA.

Affiliations and Expertise

UX Researcher, Google Search

It's Our Research, 1st Edition

Foreword Prologue: The Usable Planet Introduction If a study has run, with no one around to hear about it, did it still happen? 1 If Life Gives You Limes, Make Mojitos! Identifying stakeholders, selling user experience research, and dealing with difficult people and situations Introduction Types of stakeholders Business stakeholders Engineering stakeholders User experience stakeholders Users The perspectives of UX research stakeholders Difficult people, teams, and organizations: Fight or flight? Selling the value of research The Lean Startup movement Accept the fact that it might not work and that it’s okay References Takeaways 2 Mmm . . . Interesting; So What Exactly Is It That You Want To Learn? Implementing your great participant interviewing skills on stakeholders; asking good questions, listening, saying the right things, and identifying research opportunities Introduction Initiation of a study The most important questions to ask your stakeholders What is the product? Who are the users of the product? What do you want to know? Why? When do you need the results? What will you do with the research results? Bonus question: What do you know now? Delay any discussion about methodologies Become the voice of reason Listening and sowing seeds Takeaways 3 If You Pick a Methodology First, Something Must Be Wrong Strategies for planning studies with stakeholders and techniques for developing the right research questions Introduction Research plans Users and purposes of study plans Long plans No plans The plan stakeholders love: The one-page plan Study goals Why have goals? Who needs goals? Nongoals The difference between goals and questions Research questions Good and bad questions The questions stakeholders ask and the ones they do not How many questions? Prioritizing questions Selecting a methodology and describing it The magic of injecting quantitative data into qualitative findings References Takeaways 4 What’s Gonna Work? Teamwork! Hands-on techniques for collaborating and involving stakeholders in research planning, execution, analysis, and reporting Introduction Why collaborate? Plan together The meetings you need to have A simple planning artifact Agreement and buy-in per study Recruit participants together Who can help and when Why bother? I can do without them! How to ask for help Salespeople are very busy people Interact with users together Stakeholders in field studies Stakeholders in lab studies Help stakeholders interview users and launch surveys Analyze together Color the experience The field visit debrief is a huge opportunity Use the KJ technique Conduct workshops Do not report recommendations Report results together The joint report The joint presentation Maintain an internal blog Provide appropriate credits References Takeaways 5 The Single Biggest Problem In Communication Is The Illusion That It Has Taken Place Strategies and tools to effectively communicate research results by using reports, presentations, and more cool stuff Introduction Reports Avoid the report-which-is-actually-a-presentation Share key findings before your report is ready Report structures Report only the most severe findings The executive summary How long should a report be? Don’t start fires Use the report as a live communication tool Presentations Learn the art of presenting Present to multiple teams Other communication tools and techniques Videos Visualize and design posters Run a research expo Combine quantitative and qualitative data Develop top ten lists Soft communication skills ALWAYS communicate what works well Become immersed in your team Communicate bad news Never use an escalation mandate Proxy designers References Takeaways 6 You Can’t Manage What You Don’t Measure Signs that indicate research is being used well and how you can systematically track success (or failure) Introduction Signs that research is being used well Research is consumed Budget is allocated for more research Findings are long and lasting Trust is established Skeptical stakeholders become believers Business is changed Staffing is changed Repeated requests are made for UX research training Researchers are recognized How to track the impact of research Have a buy-in tracking strategy Before and after screenshots Screenshots with callouts Spreadsheets Quotes and videos Research analytics References Takeaways Epilogue Index

Quotes and reviews

"I find the book compelling because it’s international, based on experience, business oriented, and practical, and it has videos….The book is definitely international, with mini-essays by usability practitioners from all over the world (the videos are international as well). This produces a wide variety of contexts and highlights some interesting parallels."--Computing Reviews.com, December 5, 2012
"In this book, Tomer Sharon does a great and ground-breaking job of presenting useful wisdom on how to make usability research useful and usable, and how to sell it. The contents of this book can be summarized in seven words: Do as you preach and be humble. If that’s not sufficiently usable for you, read this book!"-Rolf Molich, DialogDesign
"Tomer Sharon’s book is the cure for usability professionals whose work isn’t having the impact it deserves. Here you’ll find ways to work different, to make your research connect with stakeholders instead of trash cans. File under: work smarter, not harder." -Gerard Torenvliet, Senior Human Factors Scientist, Medtronic
"A thoroughly readable look at how to make sure our user research actually makes it into the products we create. It explains how to get everyone engaged, how to plan research that asks the right questions, and how to help people use research findings. It's full of practical tips, great advice and real-life stories from practitioners."-Donna Spencer, Maadmob
"It’s Our Research" should be required reading for anyone involved in a UX research study. Sharon will not only help you avoid the many pitfalls that most UX research projects come across, but more importantly give you all the tips and tricks for getting the most out your UX research."-William Albert, Bentley University; Author, Measuring the User Experience and Beyond the Usability Lab
"There is probably no question that I am asked more often than "How can I have more influence?"  User research that isn’t able to bring insight and drive improvement might as well not have happened.  This book is the most complete guide to getting stakeholder buy-in that I have seen.  It is a "must read" for researchers and their managers."-Arnie Lund, Microsoft; Author, User Experience Management
"As an experienced Human Factors Engineer, I thought I knew how to do user research and engage stakeholders.  But in these pages I discovered new ways to ensure my user research will be useful to my clients.  The book is well organized and includes rich interviews and case study content.  I especially appreciated the takeaways at the end of each chapter."-- Stan Caplan, President, Usability Associates, LLC
"The best researchers know how to inspire their stakeholders to act on their findings. At Google, Tomer brings a unique combination of depth and inventiveness in the way he communicates and works with the designers and managers who need to act on his findings. This learned, direct and humorous book explains how he achieves that."--Giles Colborne, cxpartners, Author, Simple and usable web, mobile and interaction design
"If no one reads your report or implements your recommendations does it really matter how statistically valid your findings were? Do your yourself and your users a favor …read Tomer’s Book."--Jeff Sauro, Principal Measuring Usability LLC; Author, Quantifying the User Experience
"This guide explains how to increase the chances that stakeholders (such as product managers, engineers, and management) will actually act on the user experience (UX) research they have commissioned. The guide is written from the perspective of in-house UX researchers (especially 'teams of one'), but it is also relevant for self-employed practitioners and consultants. It will also be useful for design researchers, product designers, user interface designers, information architects, and human factors specialists. The book primarily discusses UX research on digital services, but also covers digital products and systems of products and services in industrial and medical settings. Advice is given on dealing with difficult people, combining quantitative and qualitative data, and communicating research results. The book's appealing layout includes color photos, illustrations, diagrams, screenshots, and charts. Web sites and video interviews can be accessed using quick response (QR) codes supplied in the book."--Reference and Research Book News, Inc.

 
 

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