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Friday, May 10 • 10:15am - 11:00am
Happy Happenstance: Using “Unstructured” UX Research Interviews to Boost Overall Insights

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Session Survey

For those of us who work on B2B/enterprise-level products, it’s easy for “users” to become an
abstraction: a list of requirements passed through their administrators; a slide in a personas
deck; one variable among many in the Customer Satisfaction Score or Average Handle Time or
NPS metrics that matter to our buyers.

How can we help our teams get closer to our users as actual people? We’ll look at one possible
approach: pairing your quantitative and qualitative data from previous projects with a
thoughtfully unstructured set of interviews—a “getting to know you” project to help your team
get to know the folks you’re serving. Taking a recent project as an example, we’ll cover:
  • When to consider undertaking an interview project like this: what kind of problem can it solve?
  • How to present the project to stakeholders and potential participants to boost engagement and help ensure productive results—this is one where getting your team members “in the room” is crucial to success.
  • What kinds of research results and approaches you can pair with your unstructured interviews to create portable, reusable results. In this case, we’ll cover how the interview findings worked alongside survey data and the Jobs-To-Be-Done method of structuring insights in order to form a picture of “what matters most” at key points of our core user journey.

avatar for Aaron Hatley

Aaron Hatley

UX Researcher, LogMeIn
I'm a UX Researcher for a segment-leading software company. Based in Boston, I bring an array of experience from industry, nonprofits, museums and cultural organizations, and academia. I hold a PhD in the History of American Civilization from Harvard University.

Friday May 10, 2019 10:15am - 11:00am
1 - Back Bay A/B

Attendees (215)