Thread by @RohanIrvine

Next up @hendrikm82 from Google.
Culture Change, not just UX Research.
#designresearch

Hendrik leads the Google maps user research team in Sydney.
#designresearch

Hendrik will talk about how they've leveraged research methods to create culture change in their organisation.
#designresearch

We want to understand user behaviour whether they use our products or not.

We also want to create useful, usable and desirable products.

We want to focus the entire organisation on their users.
#designresearch

Approach 1.
Pokerface: Building Empathy
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The primary goal was to develop deep empathy across every member of the organisation (engineering, product, design etc).
One of the problems raised in their engagement survey was not enough input from real users.
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The other goal was to show the value of research to inspire everyone to incorporate research into product development.
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What did they do to achieve this?
—Everyone had to be able to run their own research (well)
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This is the process Hendrik used to pack everything into a 3 hour empathy building session.
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The key to all of these steps was fave to face interaction. People were initially hesitant to have it, but the feedback after the session was that they loved it.
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They also needed to do a lot of marketing to get the whole organisation on board with the initiative. Internal comms and videos were a tactic used.
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So what was the impact of Pokerface?
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The conversation about research across the organisation changed, people were engaging with the research team across the whole lifecycle of a product.
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Approach 2.
Executive Immersion in India.

We needed to get closer to the people who were responsible with making huge decisions in the company.
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Goal 1.
Immerse key decision makers into an emerging market to learn about its users context

Goal 2.
Develop a shared baseline understanding to later along on organisation wide strategy for years ahead.
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They organised a week long trip to India, they did heaps of prep work finding out their stakeholders goals.
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A lot of vetting of participants to make sure they were the right people.
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Here's the process that they used.
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What was the impact of the approach?
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Hendrik heard the biased stories he was used to hearing for product decisions replaced with user stories.
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Approach 3.
Professional Videos.
Videos have been an incredible tool for the wider organisation.
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Hendriks 3 take aways.
Face to face interactions
Get decision makers
Make videos.
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Thanks @hendrikm82!
#designresearch