Time for the UXD RheinMain meetup! Tonight, it's #3 and there are folks from as far as India and the US! It'll be all about Research with two international speakers to tell their story: Alex Henderson and Márcio Oliveira Garcia.
We start with checking what kind of research interests people, and there's a lot of curiosity for contextual enquiries. One participant is looking forward to using a tool like @heyenjoyhq to bring insights into a repository.
Now #AlexHenderson, from #MonitorDeloitte, who specialises in behavioural insights and how they can be applied in design. He's taking us through an example from the financial world. Behavioural insights studies people (academia), behavioural economics applies that to the everyday
Alex, who's contributed to the recently published "Informed organization", starts by taking a behavioural lens to customer segmentation: it uses insights based in past behaviours to predict future behaviours. The Behaviorally informed organizations. Edited by Dilip Som
How do you segment and map your users? Figuring out how they make decisions, and how they feel about themselves can help organise them. This is very useful to show everyone where users really fall, and that can lead to big surprises.
Demographic segmentation doesn't help identify within-group variations, those are what product teams need. Using behavioural segmentation helps there. Observation can be done through analytics or research. This allows to follow people when their switch segments as they change.
How do you change mortgage renewal? By figuring out what users actually want and need. The team learned what else happens when a person renews their mortgage for example it was an opportunity to take a thousand foot view of where they are in their financial situation.
So the team learned to be very careful NOT to make the mortgage renewal process so friction-free that this important step in a person's experience got smoothed flat. Renewing a mortgage is not about renewing a mortgage, turns out, it's correcting your financial history.
So, don't hyperfocus on key decision, design broad. Also see the value of friction, beware of too easy! Finally, trust is built by slowing down!
Now #AlexHenderson is talking to us about Nudge FOR GOOD, a framework for ethical nudging:

Other Options

read more: cambridge.org/core/journals/…
Questions to Alex include how to research when confinement applies, and he recommends asking participant to move their camera and show you around, and also reminds us to use diary studies.

And this wraps his talk, the Meetup is continuing!
We just had a nice little "meet and chat" in breakout rooms and that was really interesting, but now there isn't enough time for the second scheduled talk by Márcio Oliveira Silva, Service Designer at H&M Group, so we're now freewheeling on the topic of the circular economy.
Márcio just shared that as a new starter at H&M Group, the focus on circular economy is genuine and strong and that came as a huge surprise to him. It takes the product lifecycle beyond clothes and out to the world, therefore change needs to be done together.
We continue with questions to Alex Henderson - who tells us that Slow Thinking allows a different type of emotional work, that can be cultivated.
Question from a participant: "When you segment behavioural data on an existing product/service, how do you deal with the product enabling certain specific behaviours?". Alex: Work with data scientists to build a predictive model within the choice architecture. Look outside then.
So that meetup was really, really good! It went half an hour over, skipped one speaker and yet allowed conversations and exchanges and questions, and that's how it should be. Bravo @ManuelDahm ! I'll help you organise the next one for when you return!
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*Knowing the details of the "what" is half of the "how" done*.

This discussion may take a short chat or a week long workshop, depending on clarity.
*How* I will deliver the *what* is where my technical expertise lies. I learned over the years many tools and techniques, and I'm still learning. As a senior, I have a big toolbox, and a network to ask when I'm unsure. I can plan the tasks, list dependencies and give timelines.
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