Using Research Findings: the balance between users’ needs and business goals
One of the most challenging tasks for a Researcher happens after we deliver the findings to stakeholders. I don’t know about you, but in most of my cases, they didn’t use them at all, or looked at you with a doubtful expression “What supposed do I need to do with it?” :/
Really? Don’t you see the obvius? o.0
The answer is NO
What I’ve noticed is that the business area had good intentions, and understood what I’ve explained, but they couldn’t understand how to match findings with their needs.
We always listen to empathy, but do we practice our routine beyond the user’s needs?
Let me explain: it would be perfect if our findings could be used in a discovery roadmap thought exclusively for our users, but we can forget we need to achieve the business area goals in parallel simply because all solutions demand a cost, and time from a team; if work in a private company it’s important to consider to achieve profit as well.
No way!
Well, it could be mad, but think in all the moments you’ve seen a big opportunity for your findings has been wasted…
For the first time, I’ve got an opportunity to put all the opportunities in prioritization dynamics with stakeholders, and others. I knew that I couldn’t bring just the value for users, but I would need to understand with them which opportunities were of value for business too; I couldn’t forget technical limitations because viability can be a factor to advance an idea or just leave it for last.
In other words, the value for our users must be aligned with the basic business goals (making more money, for example), so we need to prioritize fairly between departments.
Ok, so how does it work?
a. Define criteria: in our case, we used impact for users, and business — how the opportunity could be good for the company too -, an effort of the business, UX team, and development team. These are the final criteria we used:
Impact
- 1 = We aren’t sure if it meets users’ needs or business goals
- 2 = It meets users’ needs
- 3 = It meets users’ needs and impacts positively the business (it lowers the costs, raises the profit, or contributes to a specific goal)
Business Effort
- 5 = There are impediments, or it’s hard to happen in the next 12 months
- 3 = We don’t know if there are impediments, or if it could happen in the next 6 months
- 1 = There are no impediments
Development Effort
- 3 = Developing from 0
- 2 = Adapting existed something
- 1 = Pontual alteration in a journey
- 0 = It’s not necessary to develop
UX Effort
- 3 = Discovery from 0
- 2 = Adapting existed something
- 1 = Pontual alteration in a journey
- 0 = It’s not necessary to discovery
b. Calculating: the calculus is divide Impact by the sum of Efforts
c. Describe source from suggestions/ opportunities: it’s important to describe how, or why we suggested this opportunity. Give them context
d. All the departments are important at this moment: if you wait for an assertive roadmap, please, call the main areas, or some representatives of them. These people will affirm the effort necessary, and keep our foot on the ground
Cool, but wouldn’t it be the PM’s role to do this?
Sure, but remember if you work in a place with no-maturity in design it’s pretty important to guide, and suggest new ways to do this. Culture isn’t a thing you can change just with a template, or a framework: it’s a bunch of little actions day by day.
Building relationships it’s one of the important tasks for a researcher because we are (we should be) part of the strategy team in the company. Stay alert, and help your stakeholders to make them listen to you, after all, we are in the same boat.
Sometimes research is more about relationships and partnerships than the research itself.
Results
We didn’t have any expectations about this dynamic, but surprisingly it was a success! PM and others loved it mainly because we could gather and engage the areas in a unique goal: making a reasonable roadmap for all, considering all needs, and limitations.
It was hard, and we needed to change the layout at least 3 times until we found a good way for all.
This work not have been possible without Andre, Design Lead at my team:)
And you? How have your findings been used?
