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UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm

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1) The document discusses how user experience (UX) research needs to be iterative to support agile development processes. 2) It provides examples of how a UX researcher can participate in different meetings throughout a company's sprint cycles to continually learn about customers and feed insights back into the product development process. 3) The iterative UX research approach aims to fill gaps in understanding customers, build a shared vision of customers among the team, and allow the company to strategize based on customer empathy.

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e Empathy Cycle Customer Insight Gets Rhythm Andrea Moed UX Research Lead andrea@inflection.com
Learn Design Develop Test Release Plan
When product development is iterative, UX research needs to be, too! plan design buildrelease measure repeat repeat... Agile/iterative process:
Internet startup providing access to “people information” Agile development teams Culture of constant, incremental improvement Case study: Introducing UX research at Inflection
Research at this company should... Seize the moment when insights can make the biggest difference Support decision-making every cycle Feed the product roadmap across cycles
TIME TO CRASH SOME MEETINGS
Sprint planning Design ideation Design review Feature demoCheck in with customer support Analytics review Story time release When does the team... Agree on requirements? Explore proposed solutions? Commit to a design?
Sprint planning Design ideation Design review Feature demo Check in with customer support Analytics review Story time Decide (if & what) Set expectations Scope and plan Share findings Consolidate learning Revisit the roadmap Conduct research release Cycle Example 1
Sprint planning Design ideation Design review Feature demo Story time Decide (if & what) Scope and plan Look ahead Conduct research release Cycle Example 2 Design review Conduct research Share findings
focused research within sprints makes room for broader questions across sprints
What does each team member know about our customers? What do they wish they knew?
Research should address both fast and slow behaviors, and the motivations and expectations behind them How can I help the customer accomplish her goal? - Interaction Designer Why did the customer do this, not that? - Marketer
During each sprint, we observe and interpret customer behaviors. Across sprints, we learn motivations and expectations
Fills the gaps in customer understanding Builds a shared, yet changeable vision of customers Enables us to strategize from empathy Customers feel anticipated and recognized In an iterative world, UX research...
ank you. Andrea Moed UX Research Lead andrea@inflection.com

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UX STRAT 2013: Andrea Moed, The Empathy Cycle: Customer Insight Gets Rhythm

  • 1. e Empathy Cycle Customer Insight Gets Rhythm Andrea Moed UX Research Lead andrea@inflection.com
  • 3. When product development is iterative, UX research needs to be, too! plan design buildrelease measure repeat repeat... Agile/iterative process:
  • 4. Internet startup providing access to “people information” Agile development teams Culture of constant, incremental improvement Case study: Introducing UX research at Inflection
  • 5. Research at this company should... Seize the moment when insights can make the biggest difference Support decision-making every cycle Feed the product roadmap across cycles
  • 7. Sprint planning Design ideation Design review Feature demoCheck in with customer support Analytics review Story time release When does the team... Agree on requirements? Explore proposed solutions? Commit to a design?
  • 8. Sprint planning Design ideation Design review Feature demo Check in with customer support Analytics review Story time Decide (if & what) Set expectations Scope and plan Share findings Consolidate learning Revisit the roadmap Conduct research release Cycle Example 1
  • 9. Sprint planning Design ideation Design review Feature demo Story time Decide (if & what) Scope and plan Look ahead Conduct research release Cycle Example 2 Design review Conduct research Share findings
  • 10. focused research within sprints makes room for broader questions across sprints
  • 11. What does each team member know about our customers? What do they wish they knew?
  • 12. Research should address both fast and slow behaviors, and the motivations and expectations behind them How can I help the customer accomplish her goal? - Interaction Designer Why did the customer do this, not that? - Marketer
  • 13. During each sprint, we observe and interpret customer behaviors. Across sprints, we learn motivations and expectations
  • 14. Fills the gaps in customer understanding Builds a shared, yet changeable vision of customers Enables us to strategize from empathy Customers feel anticipated and recognized In an iterative world, UX research...
  • 15. ank you. Andrea Moed UX Research Lead andrea@inflection.com