INSERT NAME THURSDAY, MAY 03, 2012 1

WHERE IS

WALLYUSER STUDY

BETTINA RIDLER THURSDAY, MAY 03, 2012 2

WHO /ARE WE?

WHAT /ARE THE MOTIVATIONS

WHY /PERSONAS

HOW /THE PROCESS HAS DEVELOPED

CONTENTS

WHO ARE WE

THURSDAY, MAY 03, 2012 3

BUSINESS SOLUTIONS(CC&O Division)

CONSUMER SOLUTIONS(Mobile Division)

CO

NV

ER

GE

NC

E

CordedDesk phone or PC (USB)

WirelessSingle connectivity or multi connectivity

Unified CommunicationsPC +

Speakerphones

AccessoriesElectronic hook switch cables, amplifiers, PC dongles etc.

Bluetooth mono

Corded

Stereo/MusicSport, street

In-car Speakerphones

Accessories

THE GN NETCOM BUSINESS AND ORGANISATION

BETTINA RIDLER

WHO ARE WE

THURSDAY, MAY 03, 2012 4

BUSINESS SOLUTIONS(CC&O Division)

CONSUMER SOLUTIONS(Mobile Division)

THE GN NETCOM BUSINESS AND ORGANISATION

ResearchStrategic Alliance

Type Approval

System Engineering Mechanics User

ExperienceTLP’s

R&D

Audio Hardware Software

THE UX TEAMAs per 1st of February 2012 ‘User Experience’ became a separate discipline (team) in GN Netcom.

DESIGN – AUDIO – QUALITY PERCEPTION – COMFORT - USABILITY

User Experience

BETTINA RIDLER

IT ALL BEGAN WITH ONE QUESTION….OR MORE

Who are we designing our products for?

Do we actually know our users as well as we think we do?Do we start up projects on the right basis?Do we need to start user research from scratch in every project? Do we have the time?Can we perform smarter process wise?Etc. etc….

WHAT ARE THE MOTIVATIONS

THURSDAY, MAY 03, 2012 5BETTINA RIDLER

User network; for user test

User Experience; basic knowledge and understanding of users

WHY PERSONAS

THURSDAY, MAY 03, 2012 6

HOW SHOULD THE USER RESEARCH BE COMMUNICATED?\ Easy to find, easy to understand, easy the use, easy to communicate - easy to maintain\ Digital database (website)? Hard copy (report)? Workshops/seminars (presentations)?

WE ALL KNOW PERSONAS….\ All the bad examples (used and misused)

\ GN uses personas today! (product features comes first - then user needs)

OR DO WE…?\ Snitker Group & Lene Nielsen (ITU) The professional personas? The global personas?

\ Develop ‘the user research knowledge’ further than (just) a UX tool R&D tool? Marketing/sales tool? Create a common base/language?

‘PERSONAS’ IS THE MEANS NOT THE GOAL IN ITSELF

COMMUNICATION MEDIUM WILL AFFECT THE RESEARCH

BETTINA RIDLER

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 7

THE PROCESS PLAN

BETTINA RIDLER

100% process,small scale

personas ‘template’

Validation - Corrections - Expansions

Corrections

MethodsQuestionnaires

Etc.

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 8

THE PILOT PROJECT….AND ALL THE LEARNINGS!

BETTINA RIDLER

Focus points

Share

Internal knowledge

Questionnaire

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 9

THE PILOT PROJECT….AND ALL THE LEARNINGS!

BETTINA RIDLER

Focus points

Method Share

Interview Observations

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 10

THE PILOT PROJECT….AND ALL THE LEARNINGS!

BETTINA RIDLER

Focus points

Method Recruit Share

x

x

xxxx

x

x

xxxx xxxx xxxx

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 11

THE PILOT PROJECT….AND ALL THE LEARNINGS!

BETTINA RIDLER

Focus points

Method Recruit Data Share

Field studies

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 12

THE PILOT PROJECT….AND ALL THE LEARNINGS!

BETTINA RIDLER

Focus points

Method Recruit Data Analysis

40 Interviews

Transcription

Cut into themes

Cluster info

Create personas (template/type)

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 13

THE PILOT PROJECT….AND ALL THE LEARNINGS!

BETTINA RIDLER

Focus points

Method Recruit Data Analysis Share

Cross-functional involvement

Adjustment

Commitment

HOW THE PROCESS HAS DEVELOPED

THURSDAY, MAY 03, 2012 14

THE PILOT PROJECT….AND ALL THE LEARNINGS!

BETTINA RIDLER

Focus points

Method Recruit Data Analysis Share

INSERT NAME THURSDAY, MAY 03, 2012 15

QUESTIONS

INTERNAL PROJECT CHALLENGESHow to create a need-based personas (a non-product personas)?

How to work as a neutral researcher/analyst when you are an internal ‘knowledge polluted’ employee?

LENE NIELSEN: ‘IF YOU HAVEN’T SEEN IT – IT DOESN’T EXIST!’