1:30pm – Doors Open

2pm – Welcome and Introductions

Design Research for Service Design – Patrick Quattlebaum & Stephen Taylor

The digitization of organizations has led to a dramatic increase in the demand for design research, primarily within product groups. In parallel, design thinking has introduced the benefits of generative and evaluative studies to innovation teams.

This growth, however, has overly indexed on digital interactions, technology, and product at the expense of understanding and designing holistically across channels and the line of interaction. In other words, the domain of service design.

We will give perspectives on how design research is applied within a service design methodology.  We will share both methods for gaining insights in service ecosystems and how those insights become actionable tools and models for use within cross-disciplinary teams. Along the way, we will touch on the differences and commonalities of design research for services vs. products.

Take aways:
– How design research fits within a service design methodology
– Techniques for generative and evaluative research in service design
– How to engage a broad group of stakeholders in research to ensure insights become action

A/B testing beyond buttons: Experimenting into innovation – Arielle Coambes

The industry sees A/B testing as a means to game user behavior, hacking the simple psychology of button color and CTA language changes. But at Mailchimp, we’re not just hacking easy metric jumps through A/B testing. Experimentation actually drives the team’s UX and even Product Strategy.

Take aways:
– A basic overview of experimentation
– How experimentation can drive the user experience
– Why UX Researchers can lead experimentation

Opportunistic Research –  Gregg Bernstein

When everyone in an organization shares useful, insightful information, wonderful things happen: we align our company strategies and our teams toward common goals, and we make great user experiences.

The job of the research leader is to unlock that information by advocating for users and soliciting insights far and wide. The research leader empowers colleagues to vocalize and share their valuable perspectives so everyone makes better decisions.

Gregg will share how to find the information that leads to more informed decisions, how to build data-sharing relationships, and how to put it all together in service of your organization.

Take aways:
– How to build org-wide awareness of and demand for research findings
– How to build data-sharing relationships
– How to put data and cross-functional relationships together in service of your organization

Myths and biases: Are your stakeholders aware they have them? – Sally Cohen

I always joke that the most “dangerous” stakeholders are the ones who preface a design comment by saying, “I’m not a designer, but…”. I think it’s even more challenging with research because people aren’t even aware that perhaps they don’t have research skills.

The result is that stakeholders collect their own data in often unreliable and biased ways, draw conclusions which are often misguided, and then tell UX that research isn’t needed because “they already know”. I will talk about this unfortunate reality and ways to mitigate the problem.

Take aways:
– How to recognise stakeholder bias
– How to point out their bias without insulting them
– Ways to move beyond the erroneous conclusions

6:00pm – Happy Hour


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