Does your role as a researcher and strategist support and connect cross-functional teams? Then you might be interested in "experience based research”. It’s an approach to gather design-centric data, to make design-led decisions, and its roots lie in service design, ethnography and generative design methods. Using the lens of human experience and service-thinking, cross functional teams (product, marketing, design, research, operations, etc.) understand the customer context, identify opportunities and ideate solutions.

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Experience Based
Research
A holistic approach to product design
Hina Shahid
@hinakiduniya

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UXSTRAT 2013

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OUT OF SCOPE

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Research objectives

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Research findings

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An occurrence or
encounter with a
singular touch-point.

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A continuum of
interaction with all
aspects of a
company—digital,
physical, tangible,
and intangible.

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HEALTHCARE

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PHYSICAL
DIGITAL
INTANGIBLE
TANGIBLE
HUMAN

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Product Experience
Service Experience

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OUT OF SCOPE?

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Product / UX Design
Service Design

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Product / UX Research
Service Research

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2 Dilemmas

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Stakeholders Group 1
Stakeholders Group
2
Out Of scope
Stakeholders
Group 4

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Stakeholders Group 1
Research
project 1
Stakeholders Group
2
Stakeholders
Group 4
Research
project 2
But keeps coming up in
research
Research
project 4
Out of Scope

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Stakeholders Group 1
Research
project 1
Stakeholders Group
2
Stakeholders
Group 4
Research
project 2
Research
project 4
But keeps coming up in
research
Out of Scope

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THE SOLUTION?

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SERVICE EXPERIENCE
RESEARCH
ACROSS TOUCH-POINTS
CROSS-
FUNCTIONAL

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Product research process
Phase 1
Phase 2
Research
Design
Field
Research
Phase 3
Research
Synthesis
Phase 4
Researc
h
Share-
out

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Service research process
Phase 0
Phase 1
Phase 2
Scoping
worksho
p
Research
Design
Field
Research
Phase 3
Research
Synthesis
Phase 4
Researc
h
Share-
out Phase 5
Ideation
&
Roadmap

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Phase 0
Scoping
worksho
p
Brand &
Marketing
Experience
DesignProduct
Management
Partnershi
ps
Market
Research

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Phase 0
Scoping
worksho
p
AWARENESS CONSIDERATION RECOMMENDATION
COMMUNICATION
RESOURCES
TOUCH-POINTS
FRONT-END
PROCESS
BACK-END
PROCESS
WHAT DO WE
KNOW?
ASSUMPTION
S
HYPOTHESIS
KNOWLEDGE
GAPS

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Phase 0
Scoping
worksho
p

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Phase 5
Ideation
&
Roadmap
Brand &
Marketing
Experience
Design
Product
Management
Partnershi
ps Operation
s
Partnershi
ps

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Phase 5
Ideation
&
Roadmap
Journey Phase:
Which phase of the journey will you impact upon?
Ideation exercise Team ________________________
Ideas for various initiatives:
What new initiatives can be launched? What can be incorporated within the existing initiatives?
Pain-points:
Which pain-points and needs are you addressing?
Idea name- What will you
call it?
Proposition- How will you
describe the idea?
Execution exercise Team ___________________
Phase of the journey- Which phase of
the journey will this initiative impact upon?
Channels & touch-points- Which ones will
be engaged in the delivery of this initiative?
Resources- What will be needed to execute this initiative? If a 2016 initiative, will it require a trade-off with other other priorities?
Partners- Who are the internal and external
partners?
Audience- Who is being addressed: transac-
tion oriented advisors, relationship oriented
advisor, wholesalers or the end customers?

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Phase 5
Ideation
&
Roadmap

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Phase 5
Ideation
&
Roadmap

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CONSUMER FINANCE

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THANK YOU
Hina Shahid
@hinakiduniya