Daniel Lawton，首席用户研究员
Our clients tell us how they often find themselves inundated with vast amounts of information. 当面对无数的会议时, 演讲, 和报告, it is challenging to find the thinking space to reflect on what it all really means.
作为用户研究人员, we support stakeholders by delving into complexity and distilling it into concise, 可操作的意义. It does not matter how thorough or extensive the research is – if stakeholders do not walk away with clear takeouts in their mind, 那么这项工作将永远不会产生重大影响.
有效沟通研究的关键是提供见解. In this article we will look at what is meant by “insight” and the steps we can take to deliver it.
信息vs .洞察
“信息”包括数据、用户反馈、事实、引用和观察. It is the foundational starting point for having the evidence to make informed decisions.
However, where information falls short is that the implications are not always apparent. Stakeholders can receive a very informative report and yet still be left with the question, 这意味着什么呢?”.
回答“那又怎样??”的问题, we need to go a step further than providing just information – we need to provide the insight.
顿悟是“啊哈”!“时刻. They are statements which can inspire and change the way we think about something, 提供清晰而有影响力的理解“金块”. 他们还对业务问题和上下文有深入的了解.
洞察力是十大网博靠谱平台获取信息, 解释项目/组织的含义, and providing a direction for what should be done off the back of what we now know.
信息
为了说明，这里有一些信息的例子:
- 70%的用户对网站感到满意.
- 医疗保健专业人员对该网站的满意度最低.
- 大多数用户是医疗保健专业人员.
- 网站上的指南有几个痛点.
洞察力
如果我们要从这些信息中得出结论，我们可能会说:
如果我们的目标是提高网站的整体满意度, 我们应优先照顾医护人员的需要, 因为他们既是最大的用户群体，也是最不满意的. 可以从使用指导来解决他们的痛点开始.
将信息转化为洞察力的六种方法
- 了解利益相关者: 提供与利益相关者产生共鸣的见解, you need a solid understanding of their perspective and the context within which they operate. 这意味着要意识到他们面临的挑战, 他们的优先级, 他们的约束, 以及他们需要做的决定. Doing this ensures that research findings are relevant and tailored to support them in their role.
- 了解目标: 研究建议应该与整个业务的工作流保持一致. 否则, 你的见解可能会因建议步骤而引起混乱, 哪些与业务目标相冲突. 研究人员考虑期望的政策结果是很重要的, 交付方案, 战略目标. Taking this holistic approach means that your research findings can be easily joined up and applied across the business.
- 开发假设: A good way of making research findings insightful is through attaching it to a hypothesis. 这意味着当你完成你的研究, you end up with clear answers to your questions and can tangibly see what has been learned. 例如, instead of a detailed description of the extent to which users find a system easy to use, consider framing a response to the hypothesis: “Users find the system easy to use”. Creating hypotheses in collaboration with stakeholders also helps everyone feel invested in the outcomes of the research.
- 了解用户所在的环境: 用户不是静态的数据点——他们是真实的人! You should always think about how you can apply the information you hold to what this means in relation to the wider environment. 你可以通过用上下文证据来补充你的研究来做到这一点, 比如十大网博靠谱平台文化趋势的文学作品, 社会经济变化, 新兴技术, 以及行为心理学. You can also understand context through benchmarking your service against relevant comparators.
- 使连接: Knowledge management is a difficult task for all large organisations but is very beneficial when done well. 一项有见地的研究将广泛地关注其他相关证据, 建立联系, and then develop a narrative for how the understanding of the user has developed. 例如, “我们已经知道X了, 然后我们的研究发现了Y, 现在有机会探索Z了, 因为这还有待调查，而且会带来很多价值.”
- 最后，保持好奇心! The primary role of a user researcher is to bring the users’ voice into conversations. 有时这意味着要有挑战现状的勇气, 向利益相关者提出问题, 并建议不同的做事方法. 这并不是说你总能想出很棒的新点子. 而, 它是十大网博靠谱平台利用研究来发人深省, 介绍一个新的观点并激发对话.
在一个我们拥有比以往更多数据的世界里, 这不仅仅是我们所知道的, 而是我们如何使用它. 通过考虑和应用以上几点, we can ensure that user research delivers valuable insight and leads to the delivery of relevant and viable user-centred services.
