Presenting UX insights
What I wish I knew as a Junior UX professional
Agnieszka (Aga) Rzesniowiecka
UX Researcher @IBM
What we’ll cover today
Presenting UX Insights
Aga Rzesniowiecka
During the project: Setting up for success
Preparing the presentation: Format and slide deck anatomy
Delivering insights: Being bold
Recap and resources
1
2
3
4
During the project
Presenting UX Insights
Aga Rzesniowiecka
Setting yourself up for success
Presenting UX Insights
Aga Rzesniowiecka
Get to know your stakeholders…
Presenting UX Insights
Aga Rzesniowiecka
What keeps users up at night?
What keeps stakeholders up at night?
Why do users drop off in the buying process?
Why does nobody use the Index bar we worked so hard on?
What kind of brand do users think we are when visiting our website?
Get to know your stakeholders…
But remain critical
Presenting UX Insights
Aga Rzesniowiecka
I think that the problem is the navigation
We never had users complain about the low colour contrast so it’s probably not an issue.
No need to test content, a prestigious agency worked on it so it must be good!
Who are my stakeholders?
A stakeholder can be anyone who has an interest in a project and can influence its success.
Presenting UX Insights
Aga Rzesniowiecka
If possible, always involve stakeholders in user testing sessions
What benefits can you think of?
Presenting UX Insights
Aga Rzesniowiecka
Timing is key!
It’s important not to miss the window of opportunity where UX can make a difference.
Presenting UX Insights
Aga Rzesniowiecka
What are their timelines?
My performance review is coming up – if we increase conversion by 5%, I might get a raise!
Our next sprint begins in 10 days, we need all design stories in Jira by then
We have a brainstorming session with the CEO about the website redesign next week. It would be great if you came and presented your findings!
Once you understand your stakeholders’ needs and your own hypotheses, work backwards to make sure your study is aligned to its goals
These will be the amazing insights I will uncover
These are the data I need to confidently report these insights
This is how I need to run my research to obtain this data
These are all the resources I need to run my research
Preparing the insights
Presenting UX Insights
Aga Rzesniowiecka
Presentation format and slide deck anatomy
What format should I use?
Presenting UX Insights
Aga Rzesniowiecka
*Based on responses from 258 usability practitioners
Short answer: it depends.
When usability testing, some popular choices are:
Less popular (but fun) ways to share findings:
Usability Movie Night
Presenting UX Insights
Aga Rzesniowiecka
Less popular (but fun) ways to share findings:
Collaborative document
Presenting UX Insights
Aga Rzesniowiecka
For maximum impact, mix and match formats�
Presenting UX Insights
Aga Rzesniowiecka
I couldn’t make the usability movie night, but I was cc’d in the email so I got what I needed from that.
I saw popcorn and Coke so I went to the movie night! I found one finding surprising, so I read about it in a report afterwards.
One of my reports learned that most users thinks our website doesn’t seem trustworthy.
I need to find out more ASAP!
What structure should I use in my report?
Presenting UX Insights
Aga Rzesniowiecka
*Based on responses from 258 usability practitioners
Usually, a report will have the following:
What structure should I use in my report?
Presenting UX Insights
Aga Rzesniowiecka
*Based on responses from 258 usability practitioners
Usually, a report will have the following:
I have so much data! What do I do?
There are strategies you can implement on the report level and on the insight level.
Presenting UX Insights
Aga Rzesniowiecka
I have so much data! What do I do?
On the report level, prioritise.
There is no need to describe everything you observed.
Presenting UX Insights
Aga Rzesniowiecka
You can use any matrix that makes sense in your context
I have so much data! What do I do?
On the report level, prioritise.
There is no need to describe everything you observed.
Presenting UX Insights
Aga Rzesniowiecka
You can use any matrix that makes sense in your context
None of the participants could find the Buy button.
I have so much data! What do I do?
On the report level, prioritise.
There is no need to describe everything you observed.
Presenting UX Insights
Aga Rzesniowiecka
You can use any matrix that makes sense in your context
None of the participants could find the Buy button.
Participants perceived the brand as not trustworthy.
I have so much data! What do I do?
On the report level, prioritise.
There is no need to describe everything you observed.
Presenting UX Insights
Aga Rzesniowiecka
You can use any matrix that makes sense in your context
None of the participants could find the Buy button.
Participants perceived the brand as not trustworthy.
Our old promotional code is still up on page X
I have so much data! What do I do?
On the report level, prioritise.
There is no need to describe everything you observed.
Presenting UX Insights
Aga Rzesniowiecka
You can use any matrix that makes sense in your context
None of the participants could find the Buy button
Participants perceived the brand as not trustworthy
One participant hates blue so they didn’t like the website
Don’t include
Our old promotional code is still up on the page
I have so much data! What do I do?
On the report level, prioritise.
One prioritised, you can make this obvious by displaying priority next to the insight.
Presenting UX Insights
Aga Rzesniowiecka
*Based on responses from 258 usability practitioners
I have so much data! What do I do?
On the insight level, dig deeper.
Lessening the stakeholder’s cognitive burden will help them digest insights more easily.
Presenting UX Insights
Aga Rzesniowiecka
What?
Observation – what we saw
So what? (x5)
Insight – what it means
Now what?
Recommendation
Framework for reflective practice, 2001.
Example Deck
IBM | Domain name`
Lead with Now what?
What?
Observation
So what? (x5)
Insight
Now what?
Recommendation
Example:
Observation
None of the participants saw the Buy Now button on the page.
Insight
The company is missing out on revenue from potential customers who can’t locate the Buy Now button.
Recommendation
Place the Buy Now button next to each product to enable customers to make a purchase.
How can I make the report consumption easier?
Use a consistent format to aid navigation
Presenting UX Insights
Aga Rzesniowiecka
How can I make the report consumption easier?
Use pictures of the product to ensure shared context
Presenting UX Insights
Aga Rzesniowiecka
How can I make the report consumption easier?
Include quotes, video snippets, and artefacts such as personas to support your findings and help foster empathy
Presenting UX Insights
Aga Rzesniowiecka
I absolutely love this new shipping form. Previously, it asked for so much unnecessary information!
I want to buy 3 copies of SPSS but there is no option to do that in the shopping cart, I am confused as to why.
*video of participant struggling with navigating back to the homepage*
Delivering the insights
Presenting UX Insights
Aga Rzesniowiecka
Being bold and accurate
Be bold with your recommendations
Presenting UX Insights
Aga Rzesniowiecka
*Based on responses from 258 usability practitioners
Don’t say this:
“Explore options for button naming”
Do say this:
“Change button wording to X, to help convey Y”
‘Don’t say this:
“Change the heading to make X clearer”
Do say this:
“Front-load the heading with X so scanners spot it more easily”
‘
Tag and call out stakeholders to encourage them to act
Presenting UX Insights
Aga Rzesniowiecka
Use language your stakeholders use
Presenting UX Insights
Aga Rzesniowiecka
Credit @martynreding
This is just the beginning!
In research, we need to ‘bang the drum’.
Talk to stakeholders about user issues and needs as much as possible - you’re the user’s advocate!
Do this until you hear other stakeholders talking, caring, and doing something about them.
Repeat, repeat, repeat
Let’s recap
Presenting UX Insights
Aga Rzesniowiecka
Summary
During the project
Get to know your stakeholders, but remain critical
If possible, always involve stakeholders in user testing sessions
Timing is key!
Preparing the presentation
Formats vary, but try to include study background, executive summary, insights and recommendations, next steps, and appendix
Make sure your presentation is focused – on a report and insight level.
Make sure your presentation is easy to digest.
Delivering the presentation
Be bold with your recommendations
Tag and call out stakeholders to encourage them to act
Use the language your stakeholders use
Presenting UX Insights
Aga Rzesniowiecka
Presenting UX Insights
Aga Rzesniowiecka
Thank you
Appendix
Presenting UX Insights
Aga Rzesniowiecka
Additional reading and resources
Additional reading
https://www.uxmatters.com/mt/archives/2012/02/communicating-user-research-findings.php
https://pixelfridge.digital/7-ways-to-improve-your-user-testing-reports/
https://blogs.perficient.com/2015/07/13/top-3-reasons-your-user-research-is-boring/
https://xd.adobe.com/ideas/process/user-research/turn-user-research-smart-design-decisions/
https://dscout.com/people-nerds/present-research-for-stakeholders-tips
Extending the shelf life of your findings
Presenting UX Insights
Aga Rzesniowiecka
Extending the shelf life of your findings
Research nuggets
Presenting UX Insights
Aga Rzesniowiecka
Extending the shelf life of your findings
Research nuggets
Presenting UX Insights
Aga Rzesniowiecka
A nugget is an observation made through research. Example of a research nugget within an insight library:
Extending the shelf life of your findings
Re-mixing insights
Presenting UX Insights
Aga Rzesniowiecka
Reuse and recycle your findings if they are still relevant:
Extending the shelf life of your findings
Building on your research
Presenting UX Insights
Aga Rzesniowiecka