Practical User Research for Enterprise UX

2.1 Why It's Hard to Get Support

for Research in Enterprises

2.1.1 Time and Budget

Instead of answering the question "What dowe gain if we do this research?", ask instead "What do we stand to lose if we don''t do the research?"

2.1.2 Legacy Thinking

Product roadmaps get decided by "the bureaucracy(官僚主义)", and unfortunately few leaders practice what Clayton Christensen calls discovery-based planning

Discovery-based planning suggests that managers assume that forecasts are wrong, rather than right, and that the strategy they have chosen to pursue may likewise be wrong.

2.1.3 Product Myopia(近视)

everyoneon the team holds a different idea of what the product should do.

Creating something of any complexity generally requires several different people with different backgrounds and different priorities to collaborate on a goal.

2.2 How to Sell the Value of User Research in Enterprises

2.2.1 • Increased revenue

2.2.2 • Reduced cost

2.2.3 • Faster development cycles

2.3 How to Get the Right Support

2.3.1 • Start with the outcomes --- what the company gains from the research

2.3.2 • Move on to explain how research is closely connected to those

outcomes.

2.3.3 Show some existing projects that suffered from skimped on user

research.

2.3.4 If possible, show proof from a small internal project where research

was included

2.3.5 And as a final kicker, bust some of the myths around research ---

especially the time/budget thing --- and present a plan for how to

incorporate research into the development process

2.4 Field Tips for

Enterprise User Research

2.4.1 Plan for Users Who Aren''t Buyers

users and buyers are not the same people --- and their needs

couldn''t be more different.

2.4.2 Write a Concise User Research Plan

Background.

Methodology and Schedule

Goals (overall and specific).

Outcomes.

2.4.3 Focus on Core User Research Methods

Useful = Utility + Usability

2.4.4 Record and Document Your Sessions for Better

Collaborative Analysis

2.4.5 Always Show Your Work

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