Insights Unlocked UserTesting

Episode web page
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The Human Insight Summit (THiS) PROMO Code
The Human Insight Summit (THiS) is headed to Austin, Texas, this October 28-30. THiS is our annual, in-person customer conference dedicated to helping organizations understand their customers by showing and sharing, first-hand, the possibilities of using human insight across the business. Get $100 off your registration with the podcast listener code: UNLOCKED. Learn more or register.
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Special Offer
To celebrate her participation in the podcast, Caroline offers a 15% discount on her book "Surveys That Work" from Rosenfeld Media. Use the code CJFORMS24 at checkout, valid through July 2024.
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Episode Summary: In this episode of the Insights Unlocked podcast, hosts Nathan Isaacs and Mike McDowell are joined by Caroline Jarrett, a leading expert in forms and surveys. Caroline, the author of "Surveys That Work" and "Forms That Work," shares her extensive knowledge on designing effective surveys and forms that yield meaningful insights. Celebrating the 30th anniversary of her consultancy Effortmark, Caroline delves into best practices, common pitfalls, and the evolving role of AI in survey methodologies.
Key Themes:
Importance of interviews before surveys:

Caroline emphasizes starting with interviews to understand the vocabulary and concerns of potential respondents.

Interviews help refine survey questions and ensure they resonate with the target audience.

Focus on the Most Crucial Question(s):

The discussion highlights the need to identify and prioritize the most crucial questions in a survey.

Avoiding lengthy and overwhelming surveys helps maintain respondent engagement and yields more reliable data.

Iterative testing and design:

Caroline and Mike stress the importance of iterative testing in survey design.

Continuous refinement based on feedback ensures that surveys are effective and user-friendly.

Impact of AI on surveys:

The role of AI in surveys is explored, noting that while AI can enhance data processing, human oversight is crucial for interpreting complex responses.

Caroline shares her early experiences with AI in forms, providing a historical perspective on its development.

Practical tips for form design:

The episode includes practical tips for optimizing form design, such as placing confirmatory fields below the initial input fields to reduce errors.

Caroline advocates for avoiding placeholder text inside input boxes, as it can lead to confusion and mistakes.

Guest Information:


Caroline Jarrett on LinkedIn



Website: Effortmark



Social Media: Caroline is active on LinkedIn and Blue Sky, and occasionally checks Twitter as @CJForms.

Special Offer:
Caroline offers a 15% discount on her book "Surveys That Work" from Rosenfeld Media. Use the code CJFORMS24 at checkout, valid through July 2024.
Additional Resources:

Caroline's website provides access to various resources, including a free poster titled "Listen First, Ask Second."

For more insights, listeners can explore Caroline's articles and presentations on form and survey design.

Blog: 4 methods for designing truly engaging customer surveys


Connect with Us:


Nathan Isaacs: Senior Manager for Content Production at UserTesting


Mike McDowell: Senior Solutions Consultant at UserTesting, known for his UX research videos on LinkedIn and YouTube.

Subscribe & Follow: Stay updated with the latest episodes and insights by subscribing to Insights Unlocked on your favorite podcast platform. Follow us on social media for more updates and behind-the-scenes content.

Episode web page
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The Human Insight Summit (THiS) PROMO Code
The Human Insight Summit (THiS) is headed to Austin, Texas, this October 28-30. THiS is our annual, in-person customer conference dedicated to helping organizations understand their customers by showing and sharing, first-hand, the possibilities of using human insight across the business. Get $100 off your registration with the podcast listener code: UNLOCKED. Learn more or register.
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SHOW NOTES: 
Host: Andy MacMillan, CEO of UserTesting
Guest: Jakob Nielsen, UX pioneer and founder of UX Tigers
Summary: In this enlightening episode of Insights Unlocked, host Andy MacMillan converses with Jakob Nielsen, a renowned figure in the UX world. Known as the “King of Usability,” Nielsen shares his thoughts on the commoditization of UX, the role of AI in transforming digital experiences, and offers crucial career advice for UX professionals.
Key Themes & Topics:

AI as the Integration Glue:

Nielsen explains how AI can unify fragmented digital experiences—improving the user’s experience—by integrating various applications and platforms, particularly through natural language processing and image recognition.

“The hope is that AI can actually become the integration glue that will put this fragmentation together again, like a jigsaw puzzle”


The Commoditization of UX:
Nielsen discusses how AI-created efficiencies is dropping the costs for UX research, making it more accessible, reducing skill gaps and allowing a broader range of professionals to contribute to UX tasks.

Career Advice for UX Professionals:

Embrace the evolving nature of the industry and focus on becoming highly specialized in a specific domain.

Join small, agile teams that are empowered and can move quickly, akin to superhero teams.

“Try to get on some of those fast-moving, very high efficient, very empowered, augmented, accelerated product teams”​​.


Democratization vs. Amateurization of UX:

Nielsen prefers the term "amateurization" over "democratization," emphasizing that more people can now engage in UX without necessarily being experts.

“I don't care what people's job title is. I care that they use these methods of user research and iterative design” .


AI in UX Research and Design:

AI significantly enhances ideation by generating numerous ideas rapidly, aiding in analysis by converting qualitative data into quantitative insights.

“Ideation is free with AI, so just ask for as many ideas as you feel like having time to read” .


Future of UX Teams:

Nielsen predicts a shift towards more efficient, smaller teams with enhanced capabilities due to AI, reducing the need for extensive management hierarchies.

“We will start having very, very efficient product teams, quite likely very small product teams that can accelerate immensely how fast they ship”​​.

Quotes:

"Accept how the world is evolving and find your best place in that rather than resist it" - Jakob Nielsen

"AI can vastly increase usability by integrating fragmented user experiences" - Jakob Nielsen

"The synergy of collaboration between human and AI is where the future lies" - Jakob Nielsen

Where to Learn More:
Follow Jakob Nielsen's latest insights on his new website, UX Tiger, and subscribe to his newsletter for weekly updates.

Episode web page
The Human Insight Summit (THiS) PROMO Code
The Human Insight Summit (THiS) is headed to Austin, Texas, this October 28-30. THiS is our annual, in-person customer conference dedicated to helping organizations understand their customers by showing and sharing, first-hand, the possibilities of using human insight across the business. Get $100 off your registration with the podcast listener code: UNLOCKED. Learn more or register.
Episode Show Notes
Hosts: Andy MacMillan, CEO of UserTesting, and Nathan Isaacs, Senior Manager for Content Production
Guest: Judd Antin, Executive Coach, Consultant, ex-Airbnb, Meta, Yahoo
Episode Summary:
Join hosts Andy MacMillan and Nathan Isaacs as they engage in a compelling conversation with Judd Antin about the evolution of UX research. Judd, known for his influential article "The UX Research Reckoning Is Here," shares his insights on the necessary transformation within the UX research discipline. This episode delves into the balance between micro and macro research, the impact of AI, and the critical role of leadership in driving innovation and business value.
Key Themes and Ideas:

Introduction to Judd Antin:

Overview of Judd’s extensive experience leading design research teams at major tech companies.

Introduction to his article "The UX Research Reckoning Is Here" and its impact on the UX community.


Reflection on the UX Research Reckoning:

Judd’s reflections on the changes in the UX landscape since the publication of his article.

Discussion on the evolution from middle-range research to a more balanced approach that includes both tactical (micro) and strategic (macro) research.


Micro vs. Macro Research:

Importance of micro-level research for direct business impact, such as usability studies and user sessions.

The role of macro-level research in aligning with long-term strategic business decisions and engaging with executives.


Challenges in the UX Industry:

Ongoing economic uncertainties and shifts in focus affecting UX research investments.

The necessity for UX researchers to align more closely with business needs and demonstrate clear value.


AI and Its Role in UX Research:

Judd’s measured view on AI’s impact on UX research, emphasizing that AI enhances rather than replaces human researchers.

Discussion on how AI tools can make researchers more efficient, allowing them to handle more work effectively.


Leadership and Influence in UX Research:

The importance of building strong relationships and understanding social dynamics within organizations.

Encouragement for researchers to see themselves as integral to decision-making processes and not just as providers of insights.


Practical Advice for UX Researchers:

Tips on building key relationships, starting with immediate superiors and expanding to allies and adversaries within the organization.

Applying research skills internally to foster strong, influential relationships and drive business value.


Looking Forward:

Judd’s optimism about the future of UX research and the opportunities for growth and evolution.

Encouragement for researchers to stay updated with new tools and adapt their practices to remain relevant.

Conclusion:
The episode wraps up with Judd sharing how listeners can stay connected with his work through his Medium site and personal website. He emphasizes the importance of ongoing engagement and dialogue within the UX community.
Connect with Judd Antin:


Medium: One Big Thought



Website: JuddAntin.com



LinkedIn: Judd Antin


Subscribe & Follow:

Don't miss out on future episodes of Insights Unlocked! Subscribe and follow us on your favorite podcast platform.

For more UX tips and insights, follow UserTesting on Twitter, LinkedIn, and YouTube.

> Episode website
The Human Insight Summit (THiS) PROMO Code
The Human Insight Summit (THiS) is headed to Austin, Texas, this October 28-30. THiS is our annual, in-person customer conference dedicated to helping organizations understand their customers by showing and sharing, first-hand, the possibilities of using human insight across the business. Get $100 off your registration with the podcast listener code: UNLOCKED. Learn more or register.
Episode Overview: In this engaging episode of the Insights Unlocked podcast, Nathan Isaacs and UserTesting CEO Andy MacMillan welcome Dave Kerry, Global Value Engineering Director at UserTesting. They dive deep into the vital topic of quantifying and communicating the return on investment (ROI) of user experience (UX) research. Dave shares insightful strategies and real-world examples illustrating how UX research can directly influence business growth and product development.
What You’ll Learn:


The Role of Value Engineering in UX: Understand how Dave Kerry’s role as a value engineer helps bridge the communication gap between UX teams and executive leadership, ensuring that the value of UX research is recognized and properly utilized.


Importance of Demonstrating UX ROI: Discover why it's crucial for businesses to see the tangible benefits of UX research, especially in securing continued investment and avoiding budget cuts or layoffs.


Real-World Impact of UX Decisions: Dave shares a compelling case study from the banking sector, highlighting the consequences of neglecting user input in product development.


Best Practices for UX Teams: Learn how to align UX research outcomes with broader business objectives and effectively communicate these benefits to stakeholders to secure buy-in and funding.


Advice on Measuring and Reporting UX Impact: Gain insights into practical methods for measuring the impact of UX initiatives and how to present this data to resonate with an executive audience.


Discussion on Trends in UX Research: Explore current trends in UX research and how companies can adapt to stay competitive by focusing on customer-centric product development.

Featured Guest: Dave Kerry, Global Value Engineering Director at UserTesting
Host: Nathan Isaacs, Senior Manager for Content Production at UserTesting
Co-host: Andy MacMillan, CEO of UserTesting
Episode Highlights:


Dave's Background and Role: Introduction to Dave’s professional journey and his current role in making UX research indispensable to business strategies.


ROI of UX Research: Dave shares insights from having worked with nearly 350 UserTesting customers and how they typically earn a 5x to 7x ROI on their UX investments through four primary value drivers. 


Case Study – Banking Sector: A detailed look at how ignoring customer preferences in the digital space can lead to significant financial losses and brand damage.


Strategies for UX ROI: Dave outlines strategies for UX teams to demonstrate their research's value, ensuring it aligns with and supports key business objectives.


Future of UX Research: Discussion on the evolving landscape of UX research and the importance of staying ahead of the curve in a rapidly changing digital environment.


Thank You for Tuning In! If you enjoyed this episode, please share it with your colleagues and friends interested in enhancing their UX strategies. Don't forget to subscribe to Insights Unlocked for more insightful discussions on UX research and digital product design.
Links and Resources:

UserTesting Website

Connect with Dave Kerry on LinkedIn

Follow Andy MacMillan on LinkedIn

Follow Insights Unlocked on social media

This episode is brought to you by UserTesting: Experience what your customer experiences with real-time feedback and insights from actual users.

Episode web page
The Human Insight Summit (THiS) PROMO Code
The Human Insight Summit (THiS) is headed to Austin, Texas, this October 28-30. THiS is our annual, in-person customer conference dedicated to helping organizations understand their customers by showing and sharing, first-hand, the possibilities of using human insight across the business. Get $100 off your registration with the podcast listener code: UNLOCKED. Learn more or register. 
Episode summary:
Increasingly, brands are recognizing that customer feedback, traditionally important in UX design, is also crucial to shaping their marketing strategies.
“We generally think about UX as a product role, but it’s really such a critical function for marketing now, too.” said Katie Karr, Senior User Experience Designer at Workiva. “It doesn’t matter how great our product offering is, if we aren’t communicating the right message to get users to see the value upfront.”
In this week’s Insights Unlocked episode, Katie talks with UserTesting’s Nathan Isaacs about the global brand’s experiences using customer feedback to fine tune their marketing messaging.
Featured:
Guest: Katie Karr, Senior User Experience Designer at Workiva. Katie works on Workiva’s digital marketing team.
Host: Nathan Isaacs, Senior Manager for Content Production at UserTesting and producer of Insights Unlocked.

> Episode website

The Human Insight Summit (THiS) PROMO Code
The Human Insight Summit (THiS) is headed to Austin, Texas, this October 28-30. THiS is our annual, in-person customer conference dedicated to helping organizations understand their customers by showing and sharing, first-hand, the possibilities of using human insight across the business. Get $100 off your registration with the podcast listener code: UNLOCKED. Learn more or register.

Episode Summary:
In this enlightening episode of Insights Unlocked, UserTesting's Bailey Copithorne talks with Abby Covert, an esteemed information architect and author, to unravel the intricacies of information architecture (IA).
They explore Abby's journey from graphic design to information architecture, the challenges to understanding information architecture, effectively introducing IA to teams where the concept may be new, and how to leverage AI in the field of information architecture.
Guest bio:
Our guest is Abby Covert. Abby is an information architect who helps people make sense of information. She writes books and teaches courses on information architecture. She is also the founder of The Sensemakers Club, a digital clubhouse where you can meet sensemakers with similar interests and challenges to your own.
What You'll Learn:

Abby's professional evolution: from aspirations in musical theater to information architecture, Abby shares how her career transitioned through various phases of graphic and digital design.

Challenges in Information Architecture: understanding the common misconceptions that beginners have and how Abby's teaching approach addresses these challenges.

Practical applications: insight into Abby's tenure at Etsy, including her innovative approach to implementing a voice of the customer program that reshaped how user feedback influenced product development.

Future of Information Architecture: discussions on how information architecture is becoming increasingly crucial in the development and humanization of AI and machine learning technologies.

The Sensemakers Club: Abby talks about her initiative to create a community for information architecture enthusiasts to connect, learn, and grow through The Sensemakers Club.


Key Quotes:

"Information architecture is not just about organizing data; it's about organizing it with intention."

"Democratizing information architecture means making it a tool everyone can use to make sense of their messes, not just the trained professionals."


Resources Mentioned:

Abby Covert's Books: How to Make Sense of Any Mess and Stuck? Diagrams Help.


The Sensemakers Club: www.thesensemakersclub.com



Episode Timestamps:

[00:00] Introduction to Abby Covert and the episode theme

[05:22] Abby's journey from graphic design to information architecture

[15:45] Common misconceptions and educational approaches in information architecture

[25:30] Implementing customer voice at Etsy and its impact

[35:50] The critical role of information architecture in AI and machine learning

[45:10] Discussion on the future and democratization of information architecture

[55:00] Conclusion and information about the Sense Makers Club


Call to Action:

Check out The Sensemakers Club and consider joining to connect with a community of like-minded professionals and enthusiasts.

Read Abby's influential books to gain a deeper understanding and practical insights into tackling complex information architecture challenges.


Further reading:
For more information, read this UserTesting blog post, Information architecture: a comprehensive UX guide for beginners.