Initial conversations quickly showed that while UX Operations are a serious headache, another acute problem for researchers and product managers was in the actual conducting of interviews and systems for synthesizing/organizing that data.
I used the Jobs to Be Done framework along with some affinity mapping to further refine the various issues and priorities for our potential personas.
Affinity mapping using the Jobs To Be Done framework.
Mapping priorities based on severity to isolate opportunities.
Follow up interviews allowed me to do some empathy mapping to further refine the problem area. At this point, it became clear that the goal of establishing "credibility" for a recommendation was behind much of the work leading up to the actual presentation of findings. This work included lots of tedious data crunching, something that was ripe for software to streamline.
Based on this initial round of interviews, I identified three personas that would be potential users of a tool to help them research. Running further interviews with these segments allowed me to hone my understanding of each persona and identify potential problem opportunities, with the goal of creating User Journey Maps to allow us to identify a key value proposition for our product.
User Journey Mapping
Creating Journey Maps for the personas helped clarify what specific moment in the user's journey we could target when thinking about solutions.
Two Areas became apparent opportunities for further exploration:
- Coordination of UX Ops
- Documentation and synthesis of interviews
To further understand the market potential of the different product directions, we ran tests consisting of multiple landing pages to evaluate interest in different problem areas. Each landing page described a solution for a specific area of the problem space and had an email collection form. We posted multiple versions of the landing pages with different headlines to test market interest. Respondents were than interviewed to understand the acuteness of their problems (is this "hair on fire"?).