Use code "EARLYBIRD" at checkout for 10% off Accelerator & Changemaker packages. Offer expires Sunday Feb 14th.
Cart
0
Book a free coaching session
Dear Coach... How do you incorporate user research into annual objectives?Dear Coach... How do you incorporate user research into annual objectives?Dear Coach... How do you incorporate user research into annual objectives?

Dear Coach... How do you incorporate user research into annual objectives?

In this series of articles, our expert coaches answer your burning product-related questions. This month we’re kicking things off with Monica Viggars. Monica has worked across large organizations including The Guardian and Microsoft. She has been coaching for over three years.

Question: How do you incorporate user research into annual objectives? Anon

Monica: I’m going to assume when we’re talking about objectives here that we mean in the more generic sense of goals. I couldn’t help wondering whether the person asking this question works in a business where the leadership doesn't value user research as much as they do, so they’re trying to figure out a way of getting it more focus and attention. But personally, I don’t feel that user research should be an objective or key result – instead, it’s a route to achieving those objectives or results for your business or your users.

It may help to instead ask, how, as product managers and leaders, can we help our businesses better understand the importance of user research and product discovery? And how can this help us achieve our objectives?

On the first point, the way I’ve tackled this in the past is to try and involve the leadership as much as possible in the process – so inviting stakeholders in to observe when you’re running user research sessions. Seeing it with their own eyes – that’s when they often have that lightbulb moment. They may discover, for instance, that some of their own assumptions weren’t quite right and that their users or customers feel differently. Getting them closer to the process is key to helping them understand why it’s important. I also recommend having them input their own ideas and involving them with prototyping.

On the second point, while user research is the process and not the objective, what you can do is to set yourself learning objectives or a learning roadmap by defining the problem space and being clear about what you need to learn and why. In that roadmap you can outline what you aim to explore across each quarter or over a period of time and how you will use user research to help you.

Finally, there’s a third way in which we can think about this question, which is that sometimes objectives can be used to facilitate a change in process. So, for example, if learning cycles are taking too long at your organisation, you might create an objective to speed up the time you spend getting to grips with customer problems. You could then use this objective to outline how you're going to measure success around speeding up user research to facilitate this faster learning pattern.

Unfortunately, there’s no magic wand, and the tension is that stakeholders often want something tangible, whereas user research is always going to be more uncertain because you don't know what you're going to find and what that will mean for your product. But if you remind people of the process and take them along with you, I find that always helps.

Got your own product-related question or a niggling problem you need help addressing? Submit it for an upcoming Dear Coach here.

Introducing Super Blog

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Create and manage your personal blog

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Easily customize your posts

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature.

Discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

Share your stories to the world!

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

The quick, brown fox jumps over a lazy dog. DJs flock by when MTV ax quiz prog. Junk MTV quiz graced by fox whelps.
Unordered List
  • List 1
  • List 2
  • List 3
  • List 4
Ordered List
  1. List 1
  2. List 2
  3. List 3
  4. List 4
Monica Viggars
Monica Viggars

Monica has worked at many large organisations including The Guardian and Microsoft. Notable achievements as a PM include leading the habit-forming and loyalty strategy across The Guardian's digital platforms which resulted in a number of products being launched which increased user visit frequency and engagement.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Featured

Book a free coaching consultation

Whether you have a clearly-defined challenge you want to work on with us or just need a sounding board while you start to identify areas for your team to improve, we’d love to hear from you.

We’ll match you with your perfect coach and set up a free no-strings-attached coaching consultation, so you can meet your coach and find out whether product coaching is right for you.

Get matched with your perfect coach