{"id":2548,"date":"2021-03-12T13:05:48","date_gmt":"2021-03-12T13:05:48","guid":{"rendered":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/?page_id=2548"},"modified":"2021-03-14T13:11:36","modified_gmt":"2021-03-14T13:11:36","slug":"ar2021-ux-research-excellence-framework-molly-stevens-and-george-zhang","status":"publish","type":"page","link":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/ar2021-ux-research-excellence-framework-molly-stevens-and-george-zhang\/","title":{"rendered":"AR2021- UX Research Excellence Framework (Molly Stevens and George Zhang, Booking.com and CourseHero)"},"content":{"rendered":"<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2550\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck202-300x171.png\" alt=\"\" width=\"562\" height=\"320\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck202-300x171.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck202-1024x582.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck202-768x437.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck202-600x341.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck202.png 1418w\" sizes=\"(max-width: 562px) 100vw, 562px\" \/><\/p>\n<div>\u2014&gt; We\u2019ve worked together for nearly 14 years, sometimes at different companies, but have always collaborated together<\/div>\n<div><\/div>\n<div>\u2014&gt; We are going to talk through a research excellence framework developed by us through our work together at Uber<\/div>\n<ul>\n<li>\n<div>We\u2019d like to extend our thanks to the extended research leadership team, which grew from 30 to 100, as they developed a lot of the frameworks discussed today<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2551\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck203-300x169.png\" alt=\"\" width=\"570\" height=\"321\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck203-300x169.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck203-1024x578.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck203-768x433.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck203-600x338.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck203.png 1138w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><\/p>\n<div>\u2014&gt; Our framework involves:<\/div>\n<ul>\n<li>\n<div>Understanding our impact as researchers<\/div>\n<\/li>\n<li>\n<div>Making sure we are using the right methods<\/div>\n<\/li>\n<li>\n<div>Moving up research earlier in the decision tree through partnering with cross-functional stakeholders<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2552\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck204-300x182.png\" alt=\"\" width=\"567\" height=\"342\" \/><\/p>\n<div>\u2014&gt; Our audience for the framework is managers and research leads with growing teams<\/div>\n<ul>\n<li>\n<div>When you start managing, you need to figure out how to lead people, manage performance, and all other tasks<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<ul>\n<li>\n<div>Growth of team and structure of work you do, and the work of team over course of years changes\u2014and you typically don\u2019t have a lot of tools to manage this<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div><\/div>\n<div>\u2014&gt; The framework is meant to resolve this<\/div>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2553\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck205-300x175.png\" alt=\"\" width=\"576\" height=\"336\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck205-300x175.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck205-1024x598.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck205-768x448.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck205-600x350.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck205.png 1360w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/p>\n<div>\u2014&gt; Framework is meant as a starter structure:<\/div>\n<ul>\n<li>\n<div>Start with something and figure out what works for you on the organizational level, as you seek to balance it all out<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; In some ways, skills learned at Uber, helped Molly make it through the pandemic with a modicum of balance<\/div>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2759\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/highslows-300x174.png\" alt=\"\" width=\"424\" height=\"246\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/highslows-300x174.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/highslows-1024x592.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/highslows-768x444.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/highslows-600x347.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/highslows.png 1110w\" sizes=\"(max-width: 424px) 100vw, 424px\" \/><\/p>\n<div>\u2014&gt; So how did we evolve to our framework over time?<\/div>\n<div><\/div>\n<div>\u2014&gt; The work environment at Uber was very fast paced and chaotic, \u00a0with many highs, lows, and extremes (such as company footprint, speed, data gathered etc.)<\/div>\n<div><\/div>\n<div>\u2014&gt; Serious changes were happening most of the time. To develop our research practice, we needed to put in place structures<\/div>\n<p>&nbsp;<\/p>\n<div><\/div>\n<div><\/div>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2555\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck207-300x177.png\" alt=\"\" width=\"520\" height=\"306\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck207-300x177.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck207-1024x604.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck207-768x453.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck207-600x354.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck207.png 1340w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/p>\n<div>\u2014&gt; So let\u2019s reflect on the major changes you\u2019ve had to manage in workplaces (especially in 2020). These include:<\/div>\n<ul>\n<li>\n<div>Design Studies<\/div>\n<\/li>\n<li>\n<div>Deliverables (like which populations to study)<\/div>\n<\/li>\n<li>\n<div>Organizational Changes (like selling an Uber division to China)<\/div>\n<\/li>\n<li>\n<div>Global Impacts (like the pandemic, and everyone went into)<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; Frameworks allowed us to make right decisions, for us, our teams, and our researchers<\/div>\n<div><\/div>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2556\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck208-300x172.png\" alt=\"\" width=\"542\" height=\"311\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck208-300x172.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck208-1024x586.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck208-768x440.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck208-600x343.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck208.png 1366w\" sizes=\"(max-width: 542px) 100vw, 542px\" \/><\/p>\n<div>\u2014&gt; We asked folks to give answers about how they\u2019ve had to adjust due to sudden circumstances before the talk, and their stories were about<\/div>\n<ul>\n<li>\n<div>Times when they needed to scale research (outside of North America, such as studies in Asia or South America)<\/div>\n<\/li>\n<li>\n<div>Getting buy-in from stakeholders on work important for business<\/div>\n<\/li>\n<li>\n<div>Getting headcount and thinking where head-count goes, and setting up their team for success<\/div>\n<\/li>\n<li>\n<div>Showcasing impact, and what it means to their team<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; So lets loo at how we can put up a structure around certain elements, and help manage the issues raised, as well as others<\/div>\n<p>&nbsp;<\/p>\n<div><\/div>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2557\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck209-300x170.png\" alt=\"\" width=\"528\" height=\"299\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck209-300x170.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck209-1024x581.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck209-768x435.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck209-600x340.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck209.png 1390w\" sizes=\"(max-width: 528px) 100vw, 528px\" \/><\/p>\n<p>\u2014&gt; But how did we get here? At Uber we had big changes that required a lot of shifts<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2558\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck210-300x164.png\" alt=\"\" width=\"527\" height=\"288\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck210-300x164.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck210-1024x561.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck210-768x421.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck210-600x329.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck210.png 1434w\" sizes=\"(max-width: 527px) 100vw, 527px\" \/><\/p>\n<div>\u2014&gt; We had a framework of active process of understanding the problem (like being asked to do multiple conflicting things), and then executing and adjusting<\/div>\n<div><\/div>\n<div>\u2014&gt; These things didn\u2019t move cleanly, so we would try to define the problem and come up with multiple solutions, and try them out.<\/div>\n<ul>\n<li>\n<div>From there we would commit to changes, and then execute and adjust<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2559\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck211-300x171.png\" alt=\"\" width=\"452\" height=\"259\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck211-300x171.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck211-600x342.png 600w\" sizes=\"(max-width: 452px) 100vw, 452px\" \/><\/p>\n<p>\u2014&gt; So regarding impact, how do we think about it and talk about it with stakeholders?<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2560\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck212-300x175.png\" alt=\"\" width=\"440\" height=\"258\" \/><\/p>\n<div>\u2014&gt; For strategy you need to know what to prioritize: what work to do, when, and how to choose that work<\/div>\n<div><\/div>\n<div>\u2014&gt; We would get research requests come in and were not sure how to prioritize, and needed a decision on how to move forward<\/div>\n<ul>\n<li>\n<div>Hard to have reference point for three distinct requests<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2561\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck213-300x177.png\" alt=\"\" width=\"453\" height=\"269\" \/><\/p>\n<div>\u2014&gt; Topics are even more mixed-bag in terms of priorities that are requested<\/div>\n<ul>\n<li>\n<div>Not ABC request, rather A or 3 or # requests<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; We wanted to think of better way to approach topics, and be more strategic<\/div>\n<p>&nbsp;<\/p>\n<div><\/div>\n<div><\/div>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2754\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/prioscale-300x174.png\" alt=\"\" width=\"462\" height=\"268\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/prioscale-300x174.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/prioscale-1024x593.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/prioscale-768x445.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/prioscale-600x348.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/prioscale.png 1098w\" sizes=\"(max-width: 462px) 100vw, 462px\" \/><\/p>\n<div>\u2014&gt; So we focused on scoring the project<\/div>\n<ul>\n<li>\n<div>There are many ways to score a project like customer impact, technical feasibility, user group impacted<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; You need to think about what\u2019s important to your team and what\u2019s important to teams you work with, to figure out which projects to pursue<\/div>\n<ul>\n<li>\n<div>Also considered collaboration quality, and business performance<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2758\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/customerimpact-300x200.png\" alt=\"\" width=\"422\" height=\"281\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/customerimpact-300x200.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/customerimpact-768x512.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/customerimpact-600x400.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/customerimpact.png 1024w\" sizes=\"(max-width: 422px) 100vw, 422px\" \/><\/p>\n<div>\u2014&gt; We took guesses of where issue would fall within a rubric<\/div>\n<ul>\n<li>\n<div>Ranged from scale of 1, with little customer impact, to 5, which was a fundamental change for user models<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; Rubric key was key in helping Uber adjust to changes on the fly<\/div>\n<p>&nbsp;<\/p>\n<div><\/div>\n<div><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2755\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/impacexamples-300x167.png\" alt=\"\" width=\"471\" height=\"264\" \/><\/div>\n<div>\n<div>\u2014&gt; Our impact matrix helped us think of work that should be done, over the course of the year<\/div>\n<ul>\n<li>\n<div>This prevented the team from not just doing one-time work, but also more frequent low-level tasks like satisfaction surveys, and benchmarking repetitive actions<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; The matrices helped explain to project stakeholders where user researchers were looking for impact with the projects they were doing<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2565\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck217-300x170.png\" alt=\"\" width=\"485\" height=\"275\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck217-300x170.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck217-1024x581.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck217-768x436.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck217-600x341.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck217.png 1286w\" sizes=\"(max-width: 485px) 100vw, 485px\" \/><\/p>\n<p>\u2014&gt; So think of things that could be happening for your team, and pick the box with methods that will take you towards that direction<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-medium wp-image-2566\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck218-300x141.png\" alt=\"\" width=\"300\" height=\"141\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck218-300x141.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck218-1024x482.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck218-768x361.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck218-600x282.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck218.png 1288w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>\u2014&gt; In an example project where we used prioritization, we wanted to better understand global perception of privacy when riding with Uber<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2567\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck219-300x167.png\" alt=\"\" width=\"443\" height=\"248\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck219-300x167.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck219-1024x570.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck219-600x334.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck219.png 1290w\" sizes=\"(max-width: 443px) 100vw, 443px\" \/><\/p>\n<p>\u2014&gt; So we went to three major Uber markets (Jakarta, Berlin, Sao Paulo), and the questions used for each study would vary according to each market<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2568\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck220-300x171.png\" alt=\"\" width=\"467\" height=\"268\" \/><\/p>\n<div>\u2014&gt; The impacts across the business of this study were as follows:<\/div>\n<ul>\n<li>\n<div>The study led to short-term experiments and long-term roadmaps<\/div>\n<\/li>\n<li>\n<div>And it provided an ongoing measure of how privacy needed to be measured<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2569\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck221-300x175.png\" alt=\"\" width=\"447\" height=\"262\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck221-300x175.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck221-1024x597.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck221-768x448.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck221-600x350.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck221.png 1306w\" sizes=\"(max-width: 447px) 100vw, 447px\" \/><\/p>\n<div>\u2014&gt; We realized safety and privacy were also part of team and that the two worked together<\/div>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2570\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck223-300x167.png\" alt=\"\" width=\"471\" height=\"264\" \/><\/p>\n<p>\u2014&gt; Next, we need to drive for rigorous methods and insights, and focus on results that are reliable\/valid as well as simple\/scalable<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2571\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck224-300x152.png\" alt=\"\" width=\"460\" height=\"233\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck224-300x152.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck224-1024x519.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck224-768x389.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck224-600x304.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck224.png 1394w\" sizes=\"(max-width: 460px) 100vw, 460px\" \/><\/p>\n<div>\u2014&gt; We believe people have seen this chart about validity and reliability.<\/div>\n<div><\/div>\n<div>\u2014&gt; Research is more a science than art, and it shares same the attribute of reliability and validity<\/div>\n<ul>\n<li>\n<div>So we strive for results that are valid and reliable that other UX researchers can use<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2572\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2260-300x171.png\" alt=\"\" width=\"464\" height=\"266\" \/><\/p>\n<p>&nbsp;<\/p>\n<div>\u2014&gt; Above is a chart showing the toolkit of measures that can be used to collect evidence and data<\/div>\n<ul>\n<li>\n<div>Each tailored to get insight and data in unique way<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; The problem is that there are too many choices\/methods to choose from<\/div>\n<ul>\n<li>\n<div>Being simple is very complex, and difficult to do well<\/div>\n<\/li>\n<li>\n<div>Being complex is easy to do<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; For research excellence, follow principle of parsimony, and keep the methods simple<\/div>\n<ul>\n<li>\n<div>Start with one method, and only add other ones when needed<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2573\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2270-300x186.png\" alt=\"\" width=\"531\" height=\"330\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2270-300x186.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2270-1024x636.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2270-768x477.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2270-600x373.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2270.png 1300w\" sizes=\"(max-width: 531px) 100vw, 531px\" \/><\/p>\n<div>\u2014&gt; An example of an easy method is an intercept survey sent to Uber drivers after they concluded their riding for the day<\/div>\n<ul>\n<li>\n<div>At this moment, there would be a daily-check in of how satisfied you were with your experience as a driver<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; The survey was very simple, mobile friendly and easy to use, and could work across languages very easily<\/div>\n<ul>\n<li>\n<div>The survey was more reliable than NPS<\/div>\n<\/li>\n<li>\n<div>Response rate is high (preventing concerns about non-response)<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; The survey was impactful, connecting with back-end, people were satisfied, and\u00a0 this generated long-term values over time<\/div>\n<ul>\n<li>\n<div>Survey supported Uber\u2019s 180-days of change campaign in 2017 to mend relationship with its drivers, and is still running<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2574\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2280-300x164.png\" alt=\"\" width=\"492\" height=\"269\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2280-300x164.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2280-1024x559.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2280-768x420.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2280-600x328.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2280.png 1362w\" sizes=\"(max-width: 492px) 100vw, 492px\" \/><\/p>\n<div>\u2014&gt; Finally, work closely with cross functions, and jump into product development quickly<\/div>\n<div><\/div>\n<div>\u2014&gt; What does partnership mean?<\/div>\n<ul>\n<li>\n<div>We need to move from a messy problem to a clear solution<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2575\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck2290-300x169.png\" alt=\"\" width=\"439\" height=\"249\" \/><\/p>\n<div>\u2014&gt; In 2017, we created cross-functional partnership journey. It included:<\/div>\n<ul>\n<li>\n<div>Five stages for product development<\/div>\n<\/li>\n<li>\n<div>Who facilitated each step of development<\/div>\n<\/li>\n<li>\n<div>All functions associated with each step<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>\u2014&gt; Research is marked in purple, and set-up at the very beginning, and research moved upstream to solve problems quickly<\/div>\n<p>&nbsp;<\/p>\n<div><\/div>\n<div><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2757\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/thirdparty-300x187.png\" alt=\"\" width=\"474\" height=\"297\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/thirdparty-300x187.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/thirdparty-1024x639.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/thirdparty-768x479.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/thirdparty.png 1234w\" sizes=\"(max-width: 474px) 100vw, 474px\" \/><\/div>\n<div>\n<div>\u2014&gt; Example of this is when Uber tried to launch an electric moped for people to use<\/div>\n<div><\/div>\n<div>\u2014&gt; There were two options for this: Build everything from scratch or partner with existing operators in cities Paris<\/div>\n<ul>\n<li>\n<div>A researcher brought the team executives into Paris to do a field test, before any action was taken<\/div>\n<\/li>\n<li>\n<div>Executives realized that \u00a0test that the hurdles for in-house development were too high<\/div>\n<\/li>\n<li>\n<div>Research led to Uber saving millions of dollars<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2576\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck231-300x183.png\" alt=\"\" width=\"525\" height=\"322\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck231-300x183.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck231-600x367.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck231.png 700w\" sizes=\"(max-width: 525px) 100vw, 525px\" \/><\/p>\n<div>\u2014&gt; We kept the framework, and let it evolve and improve<\/div>\n<div><\/div>\n<div>\u2014&gt; Created research excellence award, and as of 2018 \u00a0we had a happy performing team and global team<\/div>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2577\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck232-300x155.png\" alt=\"\" width=\"523\" height=\"272\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck232-300x155.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck232-1024x530.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck232-768x398.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck232-600x311.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck232.png 1390w\" sizes=\"(max-width: 523px) 100vw, 523px\" \/><\/p>\n<div>\u2014&gt; We believe we can all evolve the base framework, and have used prioritization framework at places like\u00a0<a href=\"http:\/\/booking.com\/\">Booking.com<\/a>\u00a0and Course Hero<\/div>\n<ul>\n<li>\n<div>The framework will be based around priorities that are important for business.<\/div>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2578\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck233-300x140.png\" alt=\"\" width=\"439\" height=\"205\" srcset=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck233-300x140.png 300w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck233-1024x479.png 1024w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck233-768x359.png 768w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck233-600x281.png 600w, https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck233.png 1402w\" sizes=\"(max-width: 439px) 100vw, 439px\" \/><\/p>\n<p>\u2014&gt; Next, you are free to use this framework for yourself!<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-2579\" src=\"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-content\/uploads\/sites\/6\/2021\/03\/d2deck234-300x167.png\" alt=\"\" width=\"470\" height=\"263\" \/><\/p>\n<p>&nbsp;<\/p>\n<div><u>Q&amp;A<\/u><\/div>\n<div><\/div>\n<ol>\n<li>\n<div><span style=\"font-weight: 400\">Do you consider ethical excellence to be part of the impact of a user researcher in a product org<\/span>?<\/div>\n<\/li>\n<\/ol>\n<div><\/div>\n<div>A: We think ethics is an important part of any using research team and whether it can be founding part of how you evaluate people\u2019s work, and choose projects<\/div>\n<ul>\n<li>\n<div>Can be part of ResearchOps<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>Building out ethics training, and as a leader, being able to back people up when they face ethical concerns<\/div>\n<div><\/div>\n<ol start=\"2\">\n<li><span style=\"font-weight: 400\">How would this framework evolve\/change, when working in a net new space (where no prior research or behavioral knowledge exists)?<\/span><\/li>\n<\/ol>\n<div><\/div>\n<div>A: If you are the first UX researcher in a big org, you have a clean slate, and can build from there.<\/div>\n<div><\/div>\n<div>Thoughts go to impact, and what needs to change there.<\/div>\n<ul>\n<li>\n<div>What is psychological emotional social well-being<\/div>\n<\/li>\n<li>\n<div>Once you go through impact landscape, \u00a0consider methodology<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>Many research angles are subjective and hard to see<\/div>\n<ul>\n<li>\n<div>Need good metrics<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<div>Need to work with data science, and customer support, to understand what people are doing in the work<\/div>\n<div><\/div>\n<div>Collaboration goes back to impact, and need hearing ears in company, and need to deliver same insight until changes are happening.<\/div>\n<ul>\n<li>\n<div>Journey is difficult but rewarding, as we did this a lot with Uber<\/div>\n<\/li>\n<\/ul>\n<div><\/div>\n<ol start=\"3\">\n<li>\n<div><span style=\"font-weight: 400\">Re: impact: In what scenarios would you prioritize work that has high business importance vs customer impact<\/span>?<\/div>\n<\/li>\n<\/ol>\n<div><\/div>\n<div>A: Will talk about scoring of customer, business, and score for team<\/div>\n<ul>\n<li>\n<div>Goal is to create closest apple to apple comparison as possible<\/div>\n<\/li>\n<li>\n<div>Will have info in business already, and whether people are excited about the project<\/div>\n<\/li>\n<li>\n<div>Most valuable part was having conversations.<\/div>\n<\/li>\n<li>\n<div>Will prioritize certain surveys<\/div>\n<\/li>\n<li>Goal to surface visibility of choices, which are often invisible<\/li>\n<\/ul>\n<div><\/div>\n<div>At first many user\/business interests appear to be conflict, but upon further study they tend to work well<\/div>\n<ul>\n<li>\n<div>Overall with early cancellation feature, but if cancellations happen early, then system can give choice for both sides, and having more control<\/div>\n<\/li>\n<li>\n<div>Could provide more choice and involvement<\/div>\n<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u2014&gt; We\u2019ve worked together for nearly 14 years, sometimes at different companies, but have always collaborated together \u2014&gt; We are going to talk through a research excellence framework developed by us through our work together at Uber We\u2019d like to extend our thanks to the extended research leadership team, which grew from 30 to 100, [&hellip;]<\/p>\n","protected":false},"author":334,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_robots_primary_cat":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/pages\/2548"}],"collection":[{"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/users\/334"}],"replies":[{"embeddable":true,"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/comments?post=2548"}],"version-history":[{"count":8,"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/pages\/2548\/revisions"}],"predecessor-version":[{"id":3081,"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/pages\/2548\/revisions\/3081"}],"wp:attachment":[{"href":"https:\/\/rosenfeldmedia.com\/advancing-research-2021\/wp-json\/wp\/v2\/media?parent=2548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}