User research is a crucial part of product management, as it helps you understand your users' needs, preferences, and pain points. But how do you communicate your findings and insights to your stakeholders, such as your team, your clients, or your executives? Here are some tips on how to share user research with stakeholders effectively and persuasively.
Depending on your audience, your goals, and your data, you might want to use different formats to present your user research. For example, you can use reports, dashboards, personas, journey maps, storyboards, or videos to showcase your qualitative and quantitative data. You should consider the level of detail, the visual appeal, and the interactivity of each format, and choose the one that best suits your message and your medium.
A simple and easily applicable tip in various scenarios is to create a pitch with a slide presentation. Ensure that it includes the problem (pain point), solution/validation, success metrics, monetization strategies, and the requirements needed to achieve the ultimate goal: solving the initially identified problem. I particularly favor the pitch format because it helps structure the essential information clearly and concisely to communicate your research insights and product strategy effectively.
I recently completed a UX research assignment for a fintech company. I had to convey my findings to a number of people that had varying levels of involvement. The first thing I did was to map out who required the findings, and why. For the Product team I product artefacts that could be utilised in further idea/product development like personas, journey maps and videos. The executive team received a powerpoint presentation comprising of high level findings and showcased how these findings aligned with their goals. For the wider org I created a video montage of user feedback to build excitement and empathy. I always take a multi-format approach. This ensures effectiveness when communication communicating findings to those you want them.
Evoke Emotion: Aim to create a sense of empathy and urgency. Tell stories that connect with stakeholders on an emotional level, illustrating the challenges and triumphs of users. Structured Narrative: Organize your presentation in a narrative format. Start by setting the context, delve into user issues, and then propose solutions. Personalized User Insights: Include real-life user quotes and stories. These anecdotes make the research relatable and tangible, helping stakeholders connect with the user experiences. Actionable Recommendations: Conclude your presentation with clear, actionable steps and next moves. Transform insights into a roadmap that outlines specific improvements or changes necessary for the product.
"Imagine you are a busy shopper trying to make quick payment on your ecommerce app. Image the frustation of not being able to complete the payment" My perspective is beyond the right format, its important to start with a great HOOK. This immediately connects the dots, relates to them and then we can begin with persona, report, storyboard, journey, roadmap etc and the level of detail.
While storyboards might appear outdated, they continue to be highly effective for storytelling. They allow for the illustration of practical and tangible scenarios, speaking to a wide audience. Naturally, these scenarios, issues, and solutions should stem from in-depth UX research. However, the goal remains to create something visually impactful, concise, and clear enough to engage diverse stakeholders, including those from business, IT, finance, and more.
User research is not just a collection of facts and figures, but a narrative that reveals the problems, solutions, and opportunities for your product. To share user research with stakeholders, tell a story that connects the dots between your data, insights, and recommendations. Use a clear structure, such as the situation, the complication, and the resolution, and use examples, quotes, or anecdotes to illustrate your points. Highlight the main takeaways and the next steps for your product.
The key to any communication is to make it compelling to your audience. Storytelling is a perfect way to do that. Rather than slogging through slide after slide of metrics and charts, try to explain what all that data means. What have you inferred from it, and what are the takeaways?
A couple of key things to consider when crafting your story: Emotional Resonance: Data alone doesn't inspire; stories do. Frame findings in a way that evokes empathy and urgency. Structured Flow: Like any good tale, have a beginning (situation), middle (complication), and end (resolution) to guide stakeholders. Human Touch: Use real user quotes or anecdotes. It bridges the gap between abstract data and tangible user experiences. Clear Actionables: Conclude with clear takeaways and next steps, turning insights into a roadmap for product evolution.
When crafting your story, think of your favorite movie: there’s always a hero, a villain, some drama or conflict, and a resolution. You’ll need to incorporate the same elements! However, many often miss the mark by concentrating solely on evoking sympathy for the hero’s journey, neglecting the crucial element of advocating for the epiphany, which is, in essence, the product, feature, or improvement you are championing. Balancing emotional connection with clear advocacy is key to a compelling narrative that resonates and drives action from your research.
When it comes to presenting your findings to a stakeholder, there are three things you want to keep in mind: 1: Use data-driven language 2: Be concise 3: Start with an introduction that hooks them into what you're about to show them
After preparing all the data for your pitch, it's time to enhance the narrative. My tip here is to apply copywriting techniques because there's nothing more effective in gaining acceptance for your product than creating empathy with the target audience.
Different stakeholders have different interests, expectations, and perspectives on your product and your user research. To share user research with stakeholders effectively, tailor your message to suit their needs and preferences. For example, you might want to focus on the business value, the risks, and the ROI for your executives, the user feedback, the usability issues, and the design solutions for your team, and the user goals, the pain points, and the benefits for your clients. You should also use the language and the tone that resonates with your audience, and avoid jargon or technical terms that might confuse them.
Use visuals. Visuals can help to make your research findings more engaging and easier to understand. Use charts, graphs, and screenshots to illustrate your key points. Be clear and concise. Avoid using jargon or technical language that your audience may not understand. Be clear and concise in your communication.
Great! One thing that helps me is to think, "What matters most to this persona?" This way, you can tailor your presentations according to their interests and needs. This will not only enhance the impact of your findings but also strengthen communication and understanding among all parties involved.
The insight you have gathered from user research is a whole garden. You stakeholder wants a postcard snapshot. So answer three questions first: * What does this stakeholder care about most? * What's the one key message I want them to take away? * How in the past did they prefer to consume info? Once you have those answers, and be ruthless in winnowing everything you want to say down to what you need to say, you can construct an effective message. It may take some trial and error (learning how the stakeholder like information presented), you may have an organisational culture (eg Amazon's 6-pager), but the key is forcing a narrow focus on what part of your story matters right now to this stakeholder.
Make sure to put an emphasis on impact to the end audience - highlight how the research directly affects their domain. By making the implications tangible for them, you ensure engagement and drive actionable insights.
When crafting your story, it is pivotal to consider, “What’s in it for them?” Everyone in your audience, consciously or subconsciously, is grappling with this underlying question. “Does this mean more work with an unclear likelihood of success? Will this be something we all will be proud of in six months? Will it enhance my resume?” While we are indeed advocating for business results and improved products, the first step is to convince the individuals before you. Humans are complex - and most of the time actually...irrational. Go deeper than the obvious "include metrics" for executives. Understand the humans in the room and what you're asking of them.
User research is not a one-way communication, but a dialogue that invites feedback, questions, and collaboration from your stakeholders. To share user research with stakeholders, you should engage your audience and make them feel involved and valued. You can do this by asking for their opinions, their suggestions, or their experiences. Show them how their input has influenced your research or your product, invite them to participate in user testing or co-creation sessions, or using interactive tools and activities to demonstrate your findings or your ideas.
Love the emphasis on user research as a dialogue, not a one-way communication. It's so important to involve stakeholders and make them feel valued throughout the process.
People (stakeholders are people!) appreciate the finished product more when they've helped shape the outcome. One way I've learned to take stakeholders along the journey is to host bi/weekly working sessions with a representative from each of the stakeholder groups to brainstorm questions / problems to research, offer domain-specific insights, provide feedback on research plans, and of course get an early look at insights before they are communicated to the rest of the organization. Working collaboratively with stakeholders in a tool like Miro is very helpful. It engages your stakeholders with the artifact that you are collectively creating, and over time you produce a multi-frame visual history of the journey you've taken together.
Well, here are some tips on how to make user research more engaging for your audience: 1) Write about what users want 2) Explain why it matters! 3) Don't overcomplicate things!
In the context of an early-stage project, it is quite practical to engage the entire team in conducting customer research interviews. However, when dealing with a larger team, it might be more advisable to gather input from all team members regarding the factors to be considered in your research. It's beneficial to remain open to including factors that you may encounter from various angles and perspectives during your research process.
I use user research to add detail to my real-world examples to overlay the various diagrams that explain the changes we are planning to make. This helps the engagement of stakeholders including those who are usually quiet. The key is to get participation from everyone in the room so that all key points are raised before work is refined and development begins.
Sharing user research with stakeholders is not a one-time event, but an ongoing process that requires follow-up and updates. To share user research with stakeholders, follow up with them and keep them informed of the progress and the outcomes of your research and your product. You can do this by sending them summaries, reports, or newsletters, by scheduling regular meetings or presentations, by creating a shared repository or a platform where they can access your data and your insights, or by asking for their feedback or their support for your next steps.
Follow-up is the bridge between sharing insights and driving action! Consistent Touchpoints: Think of stakeholder communication as a series. Regular updates, whether through reports or meetings, keep the narrative alive and relevant. Accessible Insights: Create a centralized hub, like a shared repository, ensuring stakeholders can dive into data whenever they wish. Feedback Loop: This is huge. Make sure to engage stakeholders not just as passive recipients but as active contributors. Their feedback can refine your research approach and align objectives for subsequent phases.
Highlighting success stories offers a tangible glimpse into the positive impact of user research. These narratives serve as compelling evidence of the value it brings, reinforcing its pivotal role in shaping product decisions. Adapting communication to stakeholders' preferences is about respecting their diverse needs. Tailoring messages ensures they resonate effectively and encourages engagement. Some stakeholders may require comprehensive reports, while others may prefer succinct summaries. Transparency, including discussing challenges and setbacks, builds trust and credibility. It signals a willingness to address issues head-on, demonstrating a commitment to continuous improvement.
Build a continuous check in and review flow into your product management schedule. Don't spike into this to tick a box on one project. Continuity builds a habit for both your teams and the stakeholders making the 'job' easier and more efficient down the line. This habit stuck to also builds trust between the teams as they expect and anticipate the latest news and updates.
I've found that after handing over any user research, following up consistently, is the key. Follow ups's are crucial to keep the momentum, maintain alignment and encourage further contributions (thoughts and/or actions) that could aid the success of any future product development. In my followups I acknowledge contribution and convey action. This helps me establish a continuous discovery mindset, at scale. I find following up is also important for communicating change or new information just as it is important to re-user-centered approach in decision-making, ultimately improving the user experience and the success of the product.
If user research highlighted the need for a simplified checkout process in an e-commerce app, follow up with the development team to see the progress in implementing this improvement. Regular follow-ups ensure that research isn't just a one-time event but an ongoing process that drives positive changes and improvements in the product.
User research is not an end in itself, but a means to achieve your product goals and to create value for your users and your business. To share user research with stakeholders, measure the impact of your research and your product, and show them how your research has helped you improve your product performance, user satisfaction, or business outcomes. You can do this by using metrics, indicators, or benchmarks to track and evaluate your results, comparing your data before and after your research or your product changes, or showcasing testimonials, reviews, or case studies from your users or your customers.
The "Measure the Impact" section aligns well with two key frameworks: Objectives and Key Results (OKR) and the Balanced Scorecard. OKRs focus on setting and tracking measurable goals, making them ideal for quantifying user research impact. For instance, if an OKR aims to boost user engagement, the research should target this metric specifically. The Balanced Scorecard complements this by offering a holistic view, considering customer satisfaction, internal processes, and financial metrics. Integrating research findings into these frameworks not only validates the research but also aligns the team and stakeholders on measurable outcomes.
As I have been talking more about Data Analytics & User Research, When it comes to sharing user research with stakeholders, one of the most vital aspects is demonstrating its tangible impact on the product and the business. User research should never exist in a vacuum; it should be a driving force for positive change. Here's how to effectively measure and communicate this impact: 1. Define Clear Metrics. 2. Compare with Baseline Data. 3. Include User Testimonials and Feedback. 4. Showcase Case Studies. 5. Use Visual Data Representation. 6. Highlight Before-and-After Scenarios. 7. Calculate ROI. Measuring impact ensures stakeholders recognize the value and the role of user research in product success.
This might be challenging to measure in case of incremental improvements to the product as opposed to bigger, more visible changes. To be prepared for this is to anticipate impact and develop systems in advance to track impact. For example, determine status quo or normal levels (5-10% confidence level depending on the industry) and monitor this indicator. You should receive changes in this level for improved products within a given time frame. Show your data to the team before and after the impact.
Demonstrating the tangible impact of user research on a product's performance or business outcomes is crucial for earning stakeholder buy-in. It moves the narrative from abstract insights to concrete value. By defining clear OKRs, establishing the as-is state, and showcasing before-and-after scenarios, stakeholders can visually grasp the benefits yielded from the insights gathered. Whether it's through improved user satisfaction, financial gains, or enhanced product functionality, measuring and communicating the impact places user research at the core of informed decision-making, aligning the team towards goal-oriented actions.
There is evidence that user research and UX can save organisations money and time. Stakeholders will be impressed when you can show how you have avoided making product changes with no impact or even negative impact on customer satisfaction. Conversely, demonstrating a well-researched product improvement has increased user satisfaction or has helped win a deal will impress stakeholders. Bringing these case studies to the attention of stakeholders will help you gain credibility and ensure buy-in for user research initiatives going forward.
Why do we still use the term stakeholders? Who are we talking about? Anything or anyone with any kind of interaction with products are "stakeholders," how's that helping with clarity? Wouldn't be better to ask questions like? - How do we involve business people in user research? - How do we get sponsors aligned with user research? - How do we get customers needs aligned with user research? Subtle change, massive clarity gain.
User research can serve as a foundation for your product strategy. If you're lucky enough to work in an organisation with dedicated user research experts, make them a part of your core working team and find out how they can support you throughout all stages of the product development process.
To share user research with stakeholders effectively: Establish a goal for the research, specific outcome driving for and get a buyin from stakeholders. Based on that design research and post research. 1. Summarize Insights: Condense findings into key insights, high level themes based on that near term and longterm strategic investments can be planned. 2. Use charts and graphs. 3. Create user personas, journey maps , jobs to be done, pain points for relatability. 4. Share user stories for impact. 5. Call to action Example: Present research on a new app's usability by highlighting a key finding - "80% of users struggled with onboarding," supported by a chart, and a user's journey to illustrate the challenge.
Embracing the idea of zero impact or even a reverse impact can pose difficulties. Rather than outright dismissing such data, it could be more effective to proactively pivot or have a contingency plan ready in advance.
Incorporate your strengths, skills, and passions into your perspective. Recognize the unique qualities and perspectives you bring to the table. Embrace your individuality and the ways in which it shapes your interactions with the world. Remember to stay open to growth and learning. Perspective evolves over time, and being receptive to new experiences and insights can enrich your understanding of yourself and the world around you.