Thread by @RohanIrvine

Next up is Stephanie Lamont, Design Research Manager at ANZ

— Remote Research for Business Engagement

#dr2021

The reality of 'customer centricity' is often just a buzzword thrown around to progress product roadmaps.

Stephanie will take us on a journey about how she used stakeholder centricity to get to customer centricity.

Stephanie joined Bupa, quite a large team and a lack of access to customers even though the UXers were trying their hardest.

Learning one: Engagement

— Reports: A lot of people aren't going to read it
— Sending Reports: The cut through isn't effective
— Host a brown bag: Unpack the research

Remote research for engagement

You can use them anywhere, anytime and they're much more cost effective.

What's really great is they help you get your stakeholders involved IN the research.

Stephanie is going to talk about how she used @lookback to get their stakeholders to join research sessions.

Stakeholders have their own chat channel while the sessions is going on, you can either engage with them in the session or look back and see which moments got them excited.

If we're selling all the benefits of remote research to customers, why aren't we selling the exact same benefits to get the stakeholders involved?

Steph's Steps For Success

Set up Regular Research Sessions
Personally Invite Stakeholders
Give Stakeholders A Role in the Session
Invite Stakeholder to Synthesis

Stephanie then redesigned how she built the reports, sent reports out and hosted a brown bag.

For brown bags, asking them to do a mundane task away from the computer helped them engaged more with the content instead of being distracted.

Stakeholder centricity for customer centricity

Be loud about research
Build exclusivity, excitement and opportunity
Involve stakeholders with roles
Get everyone involved in synthesis
Call on your stakeholders for advocacy
Playback with purpose

Thanks Stephanie!

#dr2021

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