Make this youtube subtitles in proper para with title and bullet points . I wan to add in PPT presentation. - > all good strategy starts with research

and the reason it starts with research

is pretty simple because we don't know

everything there is to know about any

given problem or industry or products or

you know the people that we're hopefully

trying to reach right we don't know

therefore we do as much as we can to

find out anytime you don't know how to

do something you figure it out so that's

what research is all about of the five

planes of user experience research

exists for the most part on the strategy

plane and that's where we're gonna spend

the majority of our time what I want to

show you here is essentially just a

quick overview of what research looks

like before we get going here keep in

mind that when I say research research

doesn't have to be this massive academic

undertaking where you're taking a very

scientific approach to measuring

variables and and conducting experiments

and that kind of thing that's all

relevant and valuable but you do not

have to have quote-unquote

research skills per se in order to do

this really all this is all any of this

is is just having conversations with

human beings and you know leveraging the

tools in front of you which in most

cases is gonna be Google there is an

awful lot of information to be found

about any given topic any given audience

segments any given product because

there's probably a precedent right or

something similar that you can check out

and learn from okay so that's all we

mean by research it's asking a lot of

questions and getting enough answers to

try and make sense of of what you're

doing so the first part of strategic

research is what we call stakeholder

interviews well what's a stakeholder a

stakeholder is any person that has a

vested interest both in the product and

the outcome so there's stakeholders on

two sides of the equation the most

common side is the client side okay if

you're working on a project for a client

the people that you're talking to which

in some cases could be you know the

director of marketing the director of IT

could be a product manager or a project

manager of some sort those people all

have a vested in

than the outcome whether the project

succeeds or not all the way up to the

level of the CEO the president the

person who's signing the checks in other

words to get this done those are all

stakeholders okay because they have a

vested interest in the outcome so those

are people you want to talk to you want

to know what they think success is that

goes a long way in avoiding the

situation where you've got a lot of

people on a team on a client side or on

a designer side where not everybody sees

the project the same way that's part of

the reason it's important to have these

stakeholder conversations and interviews

early on you want to find out what

everybody's thinking and if they're all

thinking the same thing and if there are

differences of opinion about what

constitutes success it has to get ironed

out before you start doing any work this

is critically important otherwise you

will go down 1 2 6 8 paths and the

target will keep moving because not

everybody can agree on what you're

supposed to be doing so stakeholder

interviews at the outset are terribly

terribly important from there we

typically move on to what's called a

competitor review which is essentially

you look for competing products ok

competing companies competing entities

and you say ok well what are they doing

and is it working you know do people

like that do they hate it are they

online complaining about it which is

especially valuable because you can if

you can find examples of features and

functions that people routinely complain

about in the competition's products

those are typically the things you can

capitalize on ok if you can solve those

problems with your product well ok

you've got an immediate advantage right

you've got something you can say well

guess what we don't do all those things

we know you hate this and we don't do

that

right so that's why you look at

competitors you want to know what

they're doing you want to know what

they're doing well and you want to know

what they're not doing well so that

maybe you could find some competitive

advantage there after competitors you

start talking to users ok who's actually

gonna use this thing and you know can we

get a representative sample of folks

together and ask them a lot of questions

about what they like what they don't

like what they typically use during the

day in this case you would say if you

had

to complete task a or task B or task C

whatever that may be how would you want

to do that right in your ideal world how

would this work they may tell you about

another piece of software that they used

to do that another website they used to

do that a mobile phone app that they use

to do that the important thing is you

want to get them to tell you how they

would complete the task and if they are

already using a tool do you want to sort

of uncover what they like about it what

they don't like about it so again it's

about what's gonna meet their needs the

best so the more information you can get

not only about how they use something

but how they go about their day what

their motivations are you know why these

tasks are important to them and why

completing them in a certain way is

important to them you want to know why

okay is it is gonna make them look good

to their boss is it gonna save them time

is it

gonna make them better looking what is

it

so those are the things that you want to

talk to users about and again aside from

just interviewing people one on one the

Internet is a treasure trove of

information because whatever people like

or don't like

they get on Facebook or they get on

Twitter or on Amazon or wherever and

they tell you so the information is out

there from that point if there's an

existing product okay because a lot of

times you will be part of a team that's

tasked with redesigning something that

already exists right this is version 2

of the product or version 3 you know

it's its fourth generation of the

website it's you know third generation

of the internal timekeeping system

whatever it may be you want to conduct

what's called an audit of the existing

product and that essentially means

everything in the preceding three steps

that we just talked about except this

time you're asking them very very

specifically all those things that we

discussed about the existing product

you're talking to stakeholders and say

and what do you think is good about it

what do you think is bad about it how is

it benefiting your your organization how

is it hurting your organization from a

competitor standpoint you want to say

who does this product compete against

and how well is it competing are we

holding our own are we getting

our rear ends kicked what's happening

with regard to the competition with

users same question okay we know you're

already used this but what do you think

could be better about it how could it

help you how could it help you be more

efficient how could it help you save

time how can it help you win the

affections of the opposite sex whatever

it is I again you just got to talk to

people from there it's all analysis and

review you've got answers to all these

questions that you've asked you've got

all these interesting conversations that

you've had you've got a ton of stuff

that you researched online so now it's

time to look at all of it and try to

figure out okay what does this mean

again you don't have to have any formal

process for doing that because what is

gonna happen is once you start reading

back everything that you've gathered and

collected you're gonna see patterns

you're gonna see multiple instances

where people are essentially saying the

same thing asking for the same thing

complaining about the same thing

whatever it is that's analysis you're

looking for those patterns all right you

want to make note of those things so

that they make it into some sort of

feature set that helps to find the scope

for what you're doing so research

doesn't have to be complicated you just

have to do it