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  • Writer's pictureGreta Galubauskaitė

Highlights of UXInsight ( anglų k.)

Updated: Dec 12, 2020

Dalinuosi take aways iš rugsėjį vykusios UxInsights konferencijos, skirtos vartotojų patirties tyrėjams, tačiau paliečiančias ir bendrąsias temas.

Earning trust for impact

(by Işinsu Sakalli)

No matter how rigorous and important our findings are, if our stakeholders don’t trust us (researchers), we can’t change their minds and motivate them to act on critical insights.


- COMPETENCE - research with actionable outcomes. Knowledge in

multiple research methods

- INCLUSIVE - makes team involved

- CARE - building empathetic relationships with users

- COMMUNICATION - the way researcher talks / behaves / looks - build trust for users.

- CONSISTENCY - built methodological patterns

Greta’s add ons / experience:

Be actionable - despite a complex operations behind the scenes, deliver very clear, actionable outcomes for team. Helping team find the right solution.

Guide and do not exhaust should be all researchers' credo. Always have in mind: what’s in this information for the team? Why is that important for us?


Creativity in Research

(by Willemijn Brouwer)

How to do a solid research in an agile world?

1. INCUBATION- a period of unconscious associations

Leave the PINK ELEPHANT behind and go to shower, cook a dish, take outside activity.

2. *RESTRUCTURING - activity of flexible perception (take an exercise below).

3. DELIBERATE IDEATION - conscious and open-minded association. Openly look at what you got.

Take an exercise:

Don't dare to scroll below until you take your try! :)




As you got it, the more we explore and research, the bigger the chance is that the greatest solutions will appear unexpectedly.


The only one of your kind in the room

(by Farai Madzima | Shopify)

Being one of the kind is hard- if a person feels different he might end up

leaving the team. Team must be inclusive for all team fellows, all minorities accepting their believes, physical appearance or the state of creative / weird / crazy / vague mind.

If you make person feel different, he’s afraid his mistakes will be perceived as different, special too. And if people are afraid to fail, they cannot succeed, they limit their career success.

If you have to leave early, instead of telling “ I need to leave early” explain I need to take my children – so everyone knows it’s okay, everyone will start learning and understanding all different use cases.

Build the environment in teams where all kinds can flourish.

I invite you to be less confident – because when you’re not confident enough, you start doubting – you get curious, you start asking questions, you achieve something new.


Service design

(by Bill Albert and Vandhana Bhaskaran)

What is service?

"A service is actually a functional relationship, a partnership in which an actor who wants a transformation comes together with other actors who can help them

achieve it” (Shristo Sims)

  • Companies that sell products tend to be in silos

  • Very few organisations are thinking about entire experience

  • The service experience is often disjointed

''If we were only “problem solvers” we wouldn’t be able to see wider opportunities''

Let's be Problem solvers & entertainers

Helsinki airport case

Airport is a great service design example: it’s full of People / Functions / Emotions.

Service design principles:

-User Centred - the user or customer is at the heart of the design - goal is to improve service for him.

-Co-Creative - the service design requires involvement from all stakeholders.

-Iterative - service design is not a single event, it a series of iterative activities to develop a better service experience.

-Evidencing - physical; artifacts are central element in service design process.

-Holistic - service design is about taking a broad, holistic perspective including all touch points, interactions.

Greta’s add ons / experience:

Researchers sometimes focus only on users/customers forgetting Business insights

and Market insights (opportunities/ best practises, trends, studies).


Product design though digital - physical workflow

(by Matt Ambler and Jes Koepfler)

Observation as the research method is vitaly important when building physical - digital products

DIGITAL - What interactions and communications need to happen between the

user and the interface?

Eg. User input | System feedback | System outputs

BACKGROUND - What is the system doing in the background that impacts the user’s experience?

Eg. Sensor input | Automation | Wifi | Bluetooth

PHYSICAL - What user should be doing outside the interface?

Eg. Human interaction | Physical tasks | Focused attention

Greta’s add ons / experience:

When observing, do not come with a blank page ready to observe


Prepare focus points, say:

  • People in assistance - were there any?

  • Objects related with the experience- how they helped when doing a task?

  • Places - do they change?

  • Participant questions

  • Your insights (assumptions)

  • Action flows (facts)

  • Participant mood - happy moments / frustration moments.

  • You name it. Choose only these focus points that matter.

Invite additional observers to the session, share focus points.


Storytelling for UX researchers

(by Sabine Harnau)

Stories increase dopamine, serotonin, oxytocin.

  • Build a more positive perception than pure facts and direct descriptions

  • Impact our brains & hormones directly

  • Synchronise the brains of the storyteller and listener

Ingredients for a good story

Cast - > Call to adventure -> Conflict -> Creative solution

  • In business, *plot matter more than a story. Start with WHY.

  • Plan from the end: how can you help the user experience a happy outcome?

  • Feel free to present a number of possible endings

  • tool for documenting multiple UX research stories

*PLOT = A narrative of event, the emphasis falling on causality ( WHY?)

If it is more meaningful,

ultimately, it’s more memorable.

And the more memorable

insights drive more actions.

Don’t come with the raw data only

  • Make it fast: storytelling IS NOT novel writing

  • Have at least one “movie like story” where team is not summarising but enjoying the story

  • Include emotions - why do your research subjects care?

  • Use natural language

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