Your Favorite Blogs In One Place
Viewing post at Articles on smashing magazine — for web de..
Today, UX research has earned wide recognition as an essential part of product and service design. However, UX professionals still seem to be facing two big problems when it comes to UX research: A lack of engagement from the team and stakeholders as well as the pressure to constantly reduce the time for research.
In this article, I’ll take a closer look at each of these challenges and propose a new approach known as ‘FAST UX’ in order to solve them. This is a simple but powerful tool that you can use to speed up UX research and turn stakeholders into active champions of the process.
Contrary to what you might think, speeding up the research process (in both the short and long term) requires effective collaboration, rather than you going away and soldiering on by yourself.
The acronym FAST (Focus, Attend, Summarise, Translate) wraps up a number of techniques and ideas that make the UX process more transparent, fun, and collaborative. I also describe a 5-day project with a central UK government department that shows you how the model can be put into practice.
The article is relevant for UX professionals and the people who work with them, including product owners, engineers, business analysts, scrum masters, marketing and sales professionals.
“Stakeholders have the capacity for being your worst nightmare and your best collaborator.”
— UIE (2017)
As UX researchers, we need to ensure that “everyone in our team understands the end users with the same empathy, accuracy and depth as we do.” It has been shown that there is no better alternative to increasing empathy than involving stakeholders to actually experience the whole process themselves: from the design of the study (objectives, research questions), to recruitment, set up, fieldwork, analysis and the final presentation.
Is your pattern library up to date today? Alla Kholmatova has just finished a fully fledged book on Design Systems and how to get them right. With common traps, gotchas and the lessons she learned. Hardcover, eBook. Just sayin'.
Table of Contents →Anyone who has tried to do this knows that it can be extremely difficult to organize and get stakeholders to participate in research. There are two main reasons for this:
Further, a lot of stakeholders can find words such as ‘design,’ ‘analysis’ or ‘fieldwork’ intimidating or irrelevant to what they do. In fact, “UX is rife with jargon that can be off-putting to people from other fields.” In some situations, terms are familiar but mean something completely different, e.g., research in UX versus marketing research.
Another issue is that there is a constantly growing pressure to speed up the UX process and reduce the time spent on research. I cannot count the number of times when a project manager asked me to shorten a study even further by skipping the analysis stage or the kick-off sessions.
While previously you could spend weeks on research, a 5-day research cycle is increasingly becoming the norm. In fact, the book Sprint describes how research can dwindle to just a day (from an overall 5-day cycle).
Considering this, there is a LOT of pressure on UX researchers to deliver fast, without compromising the quality of the study. The difficulty increases when there are multiple stakeholders, each with their own opinions, demands, views, assumptions, and priorities.
Contrary to what you might think, reducing the time it takes to do UX research does not mean that you need to soldier on by yourself. I have done this and it only works in the short term. It does not matter how amazing the findings are — there is not enough PowerPoint slides in the world to convince a team of the urgency to take action if they have not been on the research journey themselves.
In the long term, the more actively engaged your team and stakeholders are in the research, the more empowered they will feel and the more willing they will be to take action. Productive collaboration also means that you can move together at a quicker pace and speed up the whole research process.
The FAST UX Research framework (see Fig. 2 below) is a tool to truly engage team members and stakeholders in a way that turns them into active advocates and champions of the research process. It shows non-researchers when and how they should get involved in UX Research.
In essence, stakeholders take ownership of each of the UX research stages by carrying out the four activities, each corresponding to its research stage.
Working together reduces the time it takes for UX Research. The true benefit of the approach, however, is that, in the long term, it takes less and less time for the business to take action based on research findings as people become true advocates of user-centricity and the research process.
This approach can be applied to any qualitative research method and with any team. For example, you can carry out FAST usability testing, FAST interviews, FAST ethnography, and so on. In order to be effective, you will need to explain this approach to your stakeholders from the start. Talk them through the framework, explaining each stage. Emphasize that this is what EVERYONE does, that it’s their work as much as the UX researcher’s job, and that it’s only successful if everyone is involved throughout the process.
There is a uniform consensus within UX that a research project should start by defining its purpose: why is this research done and how will the results be acted upon?
Generally, this is expressed within the research goals, objectives, research questions and/or hypotheses. Most projects start with a kick-off meeting where those are either discussed (based on an available brief) or are defined during the meeting.
The most regular problem with kick-off sessions like these is that stakeholders come up with too many things they want to learn from a study. The way to turn the situation around is to assign a specific task to your immediate team (other UX professionals you work with) and stakeholders (key decision makers): they will help focus the study from the beginning.
The way they will do that is by working together through the following steps:
Here are some questions you can ask to help your stakeholders and team to get to the focus of the study faster:
Your role during the process is to provide expertise to determine if:
At first sight, the Focus and Attend (next stages) activities might be familiar as you are already carrying out a kick-off meeting and inviting stakeholders to attend research sessions.
However, adopting a FAST approach means that your stakeholders have as much ownership as you do during the research process because work is shared and co-owned. Reiterate that the process is collaborative and at the end of the session, emphasize that agreeing on clear research objectives is not easy. Remind everybody that having a shared focus is already better than what many teams start with.
Finally, remind the team and your stakeholders what they need to do during the rest of the process.
Is your pattern library up to date today? Alla Kholmatova has just finished a fully fledged book on Design Systems and how to get them right. With common traps, gotchas and the lessons she learned. Hardcover, eBook. Just sayin'.
Table of Contents →Seeing first hand the experience of someone using a product or service is so rich that there is no substitute for it. This is why getting stakeholders to observe user research is still considered one of the best and most powerful ways to engage the team.
What often happens is that observers join in on the day of the research study and then they spend the time plastered to their laptops and mobile phones. What is worse, some stakeholders often talk to the note-taker and distract the rest of the design team who need to observe the sessions.
This is why it is just as important that you get the team to interact with the research. The following activities allow the team to immerse themselves in the research session. You can ask stakeholders to:
Assign one person per session for each of these activities. Have one “live chat manager,” one “note-taker,” and one “observer” who will sum up the session afterwards.
Rotate people for the next session.
Before the session, it’s useful to walk observers through the ‘ground rules’ very briefly. You can have a poster similar to the one GDS developed that will help you do this and remind the team of their role during the study (see Fig. 3 above).
Farrell (2017) provides more detail on effective ways for stakeholders to take notes together. When you have multiple stakeholders and it’s not feasible for them to physically attend a field visit (e.g. on the street, in an office, at the home of the participant), you could stream the session to an observation room.
I am a strong supporter of the idea that analysis starts the moment fieldwork begins. During the very first research session, you start looking for patterns and interpretation of what the data you have means.
Even after the first session (but typically towards the end of fieldwork) you can carry out collaborative analysis: a fun and productive way that ensures that you have everyone participating in one of the most important stages of research.
The collaborative analysis session is an activity where you provide an opportunity for everyone to be heard and create a shared understanding of the research.
Since you’re including other experts’ perspectives, you’re increasing the chances to identify more objective and relevant insights, and also for stakeholders to act upon the results of the study.
Even though ‘analysis’ is an essential part of any research project, a lot of stakeholders get scared by the word. The activity sounds very academic and complex. This is why at the end of each research session, research day, or the study as a whole, the role of your stakeholders and immediate team is to summarize their observations. Summarizing may sound superfluous but is an important part of the analysis stage; this is essentially what we do during “Downloading” sessions.
Listening to someone’s summary provides you with an opportunity to understand:
You do this by reminding everyone at the beginning of the session that at the end you will enter the room and ask them to summarize their observations and recommendations.
You then end the session by asking each stakeholder the following:
This will make the team more attentive during the session, as they know that they will need to sum it up at the end. It will also help them to internalize the observations (and later, transition more easily to findings).
This is also the time to consistently share with your team what you think stands out from the study so far. Avoid the temptation to do a ‘big reveal’ at the end. It’s better if outcomes are told to stakeholders many times.
On multiple occasions, research has given me great outcomes. Instead of sharing them regularly, I keep them to myself until the final report. It doesn’t work well. A big reveal at the end leads to bewildered stakeholders who often cannot jump from observations to insights as quickly. As a result, there is either stubborn pushback or indifferent shrugs.
A summary of the event or the day can then naturally transition into a collaborative analysis session. Your job is to moderate the session.
The job of your stakeholders is to summarize the events of the day and the final results. Ask a volunteer to talk the group through what happened during the day. Other stakeholders can then add to these observations.
After the analysis is done, ask one or two stakeholders to summarize the study. Make sure they cover why we did research, what happened during the study and what are the primary findings. They can also do this by walking through the project wall (if you have one).
It’s very difficult not to talk about your research and leave someone else to do it. But it’s worth it. No matter how much you’re itching to do this yourself — don’t! It’s a great opportunity for people to internalize research and become comfortable with the process. This is one of the key moments to turn stakeholders into active advocates of user research.
At the end of this stage, you should have 5-7 findings that capture the study.
“Research doesn’t have a value unless it results in decisions and actions.”
—Lang and Howell (2017).
Even when you agree with the findings, stakeholders might still disagree about what the research means or lack commitment to take further action. This is why after summarizing, ask your stakeholders to work with you and identify the “Now what?” or what it all means for the organization, product, service, team and/or individually for each one of them.
Traditionally, it was the UX researchers’ job to write clear, precise, descriptive findings, and actionable recommendations. However, if the team and stakeholders are not part of identifying actionable recommendations, they might be resistant towards change in future.
To prevent later pushback, ask stakeholders to identify the “Now what?” (also referred to as ‘actionable recommendations’). Together, you’ll be able to identify how the insights and findings will:
Stakeholders and the team can translate the findings at the end of a collaborative analysis session.
If you decide to separate the activities and conduct a meeting in which the only focus is on actionable recommendations, then consider the following format:
Later, you can have multiple similar workshops; this is how you get to engage different departments from the organization.
An excellent example of a FAST UX Research approach in practice is a project I was hired to carry out for a central UK government department. The ultimate goal of the project was to identify user requirements for a very complex internal system.
At first sight, this was a very challenging project because:
Despite all of these challenges, this was one of the most enjoyable projects I have worked on because of the tight collaboration initiated by the FAST approach.
The project consisted of:
In the process, I gathered data from 20+ employees, had 16+ hours of observations, 300+ photos and about 100 pages of notes. Here is a great example of cramming in 3 weeks’ worth of work into a mere 5-day research cycle. More importantly, people in the department were really excited about the process.
Here is how we did it using a FAST UX Research approach:
We were so perfectly aligned with the team that when we had to talk about our work in front of another UK government department, I could let the stakeholders talk about the process and our progress.
My final task (over two additional days) was to document all of the findings in a research report. This was necessary as a knowledge repository because I had to move onto other projects.
With a more traditional approach, the project could have easily spanned 3 weeks. More importantly, quickly understanding individual and team pressures and challenges were the keys to the success of the new system. This could not have happened within the allocated time without a collaborative approach.
A FAST UX approach resulted in tight collaboration, strong co-ownership and a shared sense of progress; all of those allowed to shorten the time of the project, but also to instill a feeling of excitement about the UX research process.
While UX research becomes ever more popular, gone are the days when we could soldier on by ourselves and only consult stakeholders at the end.
Mastering our craft as UX researchers means engaging others within the process and being articulate, clear, and transparent about our work. The FAST approach is a simple model that shows how to engage non-researchers with the research process. Reducing the time it takes to do research, both in the short (i.e. the study itself) and long term (i.e. using the research results), is a strategic advantage for the researcher, team, and the business as a whole.
Would you like to improve your efficiency and turn stakeholders into user research advocates? Go and try it out. You can then share your stories and advice here.
I would love to hear your comments, suggestion and any feedback you care to share! If you have tried it out already, do you have success stories you want to share? Be as open as you can — what worked well, and what didn’t? As with all other things UX, it’s most fun if we learn together as a team.
(cc, ra, il)