Research challenges: From Unexpected ‘Jobs To Be Done’ to Personalisation (and a few things in between)
Unruly, The Whitechapel Building, 15 Whitechapel High Street, London, E1 8QS
This month we are exploring various research methods with two talks from speakers with backgrounds in Psychology, behavioural design and theory. In our first talk we examine the research challenges of ‘Jobs To Be Done’ and how as a new arrival to the research scene, this could either change the game or turn into dust. Pablo Dominguez takes us through a journey of discovery to see how his company Just Eat has not only implemented the theory, but also used it to demonstrate the value of UX Research to stakeholders company-wide. After a nice long intermission with a burst of summer networking, we’ll wrap up with the hugely entertaining Dr Nick Fine. Nick will finish the night with an exploration of Personalisation with all the challenges of researching this and then translating into design.
This venue if fully accessible. If you’d like to let us know about any particular accessibility needs, or if there anything we can do to help, please let Caroline know.
The Whitechapel Building,
15 Whitechapel High Street,
London, E1 8QS
18:30 – 19:00 – Networking with drinks and nibbles
19:00 – 19:35 – Pablo Dominguez, Just Eat
19:35 – 19:55 – Break with drinks & nibbles
19:55 – 20:30 – Dr. Nick Fine
20:30 – 21:00 – Networking followed by late drinks
Jobs To be Done: an unexpected journey
Pablo Dominguez, Just Eat @tinybigstudio
How can ‘Jobs To Be Done’ (JTBD) help user research and product discovery? Pablo will be taking us through his experience, the challenges of trying this new approach, and how it was used as a novel way to uncover user needs to inform product discovery at Just Eat. Covering what the theory says, how it’s been put into practice and discovering what was learned along the way. Pablo discusses how JTBD influenced Just Eat’s product strategy and how it helped to demonstrate the value of UX Research to stakeholders across a large organisation.
The Challenge of Researching and Designing for Personalised Interaction
Dr Nick Fine
Average is boring. Average means designing for the lowest common denominator. But you’re not average, I’m not average and we’re not average – yet typically we still design for the average user. Why aren’t we designing more towards the individual in order to create a more personally relevant interaction?
Personalisation isn’t commonplace today because there are a number of challenges that come with it, from strategy to execution, including privacy and ethical issues and the “creepy” factor, sometimes referred to as the ‘uncanny valley’. In this talk, Nick will present his work on personalisation by personality and share his experiences of the issues facing UX, both from the research and interaction design perspectives. Personalising interaction is not only a function of the user’s personality, but also of the personality exhibited by the system. Nick will explain why being able to quickly and accurately predict user personality is critical to a successful implementation and then the addition challenges faced by interaction designers when provided psychometric user data.