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Customer Centricity - It Starts With 1-1 User Research

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In this talk, PRWD CEO Paul Rouke shares why speaking to 10 customers 1-1 in user research is the start of becoming a customer-centric organisation. The talk explains why 1-1 user research uncovers the truth, why 1-1 user research uncovers game-changing business ideas, and how video clips from user research can change decision-makers mindsets.

Publicada em: Negócios
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Customer Centricity - It Starts With 1-1 User Research

  1. 1. #3XEDigital Start Walking the Walk Towards Customer-Centricity Paul Rouke, Founder & CEO
  2. 2. #3XEDigital
  3. 3. 1-1 User Research… 1. Helps us identify the “Why?” behind our A/B test hypotheses 2. Provides game-changing business insights 3. Delivers video clips which can change company mindsets #3XEDigital
  4. 4. RESEARCH EXECUTION USER RESEARCH D A TA ANALYSIS HEURISTICEVALUATION TECHNICAL AU D IT BUSINESSINSIGHTPSYCHOLOGY CO PY & PERSUASION DESIGN&USEREXPERIENCE DATA SCIEN CE PERSONALISATION The Four Pillars of the CRO Maturity Model 1.0 STRATEGY & CULTURE 2.0 TOOLS & TECHNOLOGY 3.0 PEOPLE & SKILLS 4.0 PROCESS & METHODOLOGY bit.ly/CROMaturityModel #3XEDigital
  5. 5. RESEARCH EXECUTION USER RESEARCH D A TA ANALYSIS HEURISTICEVALUATION TECHNICAL AU D IT BUSINESSINSIGHTPSYCHOLOGY CO PY & PERSUASION DESIGN&USEREXPERIENCE DATA SCIEN CE PERSONALISATION The Four Pillars of the CRO Maturity Model 1.0 STRATEGY & CULTURE bit.ly/CROMaturityModel 1.01 Core Business Strategy 1.02 Business Mindset 1.03 Senior, Influential Champion 1.04 Continuous Learning 1.05 Product-Led versus Customer-Led #3XEDigital
  6. 6. Working in CRO and UX, the most valuable thing we can all do is help change company mindset Product Led Mindset Customer Led Mindset #3XEDigital
  7. 7. What we get told… “There is no budget left to do user research” “We don’t have enough time to do user research” “We won’t learn anything we don’t know already” Photo by Gabriel Matula on Unsplash #3XEDigital
  8. 8. 0 1 2 3 4 5 6 7 8 9 10 1. “We don’t have enough time” 2. “We don’t enough budget” 3. “We won’t learn anything new” 4. “We already have session recordings” 5. “We already have heat-maps” The Top 5 Reasons Companies Don’t Do Research Frequency we hear this at PRWD #3XEDigital
  9. 9. #3XEDigital
  10. 10. The truth about 1-1 research… 1. It doesn’t need to be expensive 2. It doesn’t need to take too much time 3. It is available & valuable for every single company #3XEDigital
  11. 11. We can uncover game-changing business insights, just by talking to 10 customers 1-1 #3XEDigital
  12. 12. 1. Why 1-1 user research uncovers the truth 2. How 1-1 user research uncovers game-changing ideas 3. How to do 1-1 user research quickly & cost effectively #3XEDigital
  13. 13. 1. Why 1-1 user research uncovers the truth #3XEDigital
  14. 14. The 5 Steps for 1-1 User Research 1 – recruitment 2 – pre-session questions 3 – scenarios 4 – post session questions 5 – post research analysis & videos #3XEDigital
  15. 15. 1-1 Research – The 1st 5 Minutes #3XEDigital Build Rapport Be Human Show Empathy Actively Listen Build Trust “There are no right or wrong answers, only your personal thoughts and suggestions”
  16. 16. #3XEDigital #3XEDigital
  17. 17. #3XEDigital #3XEDigital
  18. 18. #3XEDigital
  19. 19. #3XEDigital
  20. 20. #3XEDigital “I did not expect that, I just thought it was about their drink.” Research Participant, Manchester, October 2018
  21. 21. “How many people did you speak to, 12?” #3XEDigital “How many followers do we have on Facebook, over 45 million?”
  22. 22. #3XEDigital
  23. 23. 45minutes later having a watched 1-1 videos: “What do you think we should do? #3XEDigital I mean, as Red Bull. What do you recommend next?”
  24. 24. Use the power of user research video clips to change decision makers mindsets #3XEDigital 1-1 User Research Uncovers The Truth
  25. 25. 2. How 1-1 user research uncovers game-changing ideas #3XEDigital
  26. 26. #3XEDigital
  27. 27. 1-1 Research – Moderators Role #3XEDigital Ask Open Questions Ask For Their Ideas Maintain Interest Remain Impartial Listen 95% of the time. Know that silences can often be followed by moments of ingenuity Probe Deeper
  28. 28. “It would be great if you could share what you have created with other people online” #3XEDigital Andrew, 26 Existing Gamer 12 years playing
  29. 29. #3XEDigital
  30. 30. 2% traffic from social media channels Jan 2016 #3XEDigital over 50% traffic from social media channels Jan 2019
  31. 31. #3XEDigital “We have completely transformed the perception of Games Workshop online.” Jim, Games Workshop
  32. 32. Ask your customers to share their ideas. They could be absolutely ingenious. #3XEDigital 1-1 User Research Uncovers Game Changing Ideas
  33. 33. 3. How to do 1-1 research quickly & cost effectively ü 1-1 moderated research plus remote moderated research ü Research on desktop & mobile ü Live streaming for stakeholders ü Create & share highlight clips ü €105 per month #3XEDigital
  34. 34. #3XEDigital #3XEDigital
  35. 35. @paulrouke @PRWD bit.ly/PRWD121research #3XEDigital

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