We have Julie Watson from Trade Me in NZ.
#designresearch
#designresearch
Julie is talking about how design research can inform strategy.
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#designresearch
Instead of building a solid business case for design research to implement strategy they just decided to give it a crack and see what happens.
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#designresearch
As a UX team we try and make Trade Me more user centred. We thought just do it would work in the Trade Me culture. It's about relationships and trust and there was a lot of trust in the research team.
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#designresearch
Julie is a recovering academic. She loves being in that grey area of finding out what a problem is.
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#designresearch
Trade Me has over 50 delivery teams and UX is across all of them.
There's no point making things go faster if you're headed in the wrong direction.
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There's no point making things go faster if you're headed in the wrong direction.
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1. How best to use the space?
There was a range between 'we don't know what to do with your UXers should do' to 'here do this'
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There was a range between 'we don't know what to do with your UXers should do' to 'here do this'
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It was the UX teams role to communicate why evaluative research wasn't going to help the design team influence strategy.
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2. Research is a team sport
Trade Me is extremely collaborative. They used one of the company values 'there's no I in Trade me'
They didn't always agree but by having customers at the centre it facilitates the conversation.
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Trade Me is extremely collaborative. They used one of the company values 'there's no I in Trade me'
They didn't always agree but by having customers at the centre it facilitates the conversation.
#designresearch
3. Strategic does not mean immediately useful.
The outputs of our work in evaluative research is visible and actionable, but this wasn't necessarily the case with the strategic research.
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The outputs of our work in evaluative research is visible and actionable, but this wasn't necessarily the case with the strategic research.
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After delivery the research a week later they found out it was slotted into the strategic direction at the company.
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#designresearch
4. Conversant are a-changin'
When Julie started people were very apprehensive about doing research, she had to go out and convince people to do even the smallest amount of researches value.
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When Julie started people were very apprehensive about doing research, she had to go out and convince people to do even the smallest amount of researches value.
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People are now coming to them asking questions about research, and when they hear about projects kicking off they want to be involved.
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#designresearch
Don't do everything all at once
Include people in the project as possible—more time now—saves time later with evangelists of your work
Your BAU work doesn't stop, but keeping a backlog is really helpful
The demand increases, so enable other people for tactical
#designresearch
Include people in the project as possible—more time now—saves time later with evangelists of your work
Your BAU work doesn't stop, but keeping a backlog is really helpful
The demand increases, so enable other people for tactical
#designresearch
Design research can and has driven strategy at Trade Me. You can have more of an impact in the business.
#designresearch
#designresearch
