Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Using Research to Determine Unique Value Proposition
Gold
Thursday, March 11, 2021 • Advancing Research 2021
Share the love for this talk
Using Research to Determine Unique Value Proposition
Speakers: Edgar Anzaldua Moreno
Link:

Summary

A story about how to quantify and use survey data to create audience clusters that are statistically representative of the people that use your online product or service. Edgar joins the dots between multiple research/pattern finding/storytelling techniques, such as proto-personas, affinity mapping, survey creation, quantification of qualitative data, organic clustering of audiences, user interviews, journey maps, and business modeling canvas. It makes research tangible and actionable: instead of being an end-point that provides stakeholders with insights, it takes stakeholders through an inclusive and structured process they can be part of.

Key Insights

  • Research often fails when stakeholders are not involved or don't trust the data sources and methodologies.

  • Treating research as a product, with stakeholders as users, drastically increases engagement and usability.

  • Using proto-persona workshops with cross-department stakeholders helps generate unbiased, relevant survey questions.

  • Clustering survey data via Python and correlation matrices can reveal meaningful user segments with statistical significance.

  • Statistical validity (e.g., 95% confidence at 5% margin) is critical for stakeholder buy-in in large user bases.

  • Behavioral and demographic clusters need to be augmented with emotional attributes to create actionable personas.

  • Affinity mapping large qualitative datasets reduces noise and distills coherent narratives and pain points.

  • Mapping pain points to measurable hypotheses enables prioritization based on user impact and implementation effort.

  • Divergent and convergent workshops using tools like the business model canvas help explore and refine value proposition delivery.

  • Iterative, lean research with frequent stakeholder feedback helps identify and minimize bias effectively.

Notable Quotes

"Research should be done the same way products are built, with stakeholders as your users."

"If you frame the research in terms your stakeholders understand, they will become research-hungry."

"We don’t make big deliverables because they create friction; instead, we create shared understanding through conversations."

"Proto-persona sessions helped us avoid departmental bias and uncover the questions stakeholders really cared about."

"We used a 0.8 correlation threshold to tightly cluster similar survey responses, balancing cluster count and inclusion."

"Clusters alone aren’t personas; we turned clusters into interview screeners and then emotional personas."

"We wrote hypotheses as we believe this pain point matters, here’s how we test it, and how success looks."

"Different stakeholders tackle the delivery problem differently, which gave us necessary divergent thinking."

"Biases surface as you iterate, so lean approaches help you find and fix them quicker."

"Marital status mattered because some people buy cars for their spouses or kids, not just themselves."

Ask the Rosenbot
Lada Gorlenko
Theme 2 Intro
2022 • Design at Scale 2022
Gold
Alberto Ferreira
Making it Count: Developing a custom digital metric framework that works
2021 • QuantQual Interest Group
Patrick Boehler
The service shift: transforming media organizations to create real value through design
2025 • Advancing Service Design 2025
Gold
Milan Guenther
A Shared Language for Co-Creating Ambitious Endeavours
2023 • Enterprise UX 2023
Gold
Prerna Makanawala
Achieving Balanced Design Consistency
2021 • Design at Scale 2021
Gold
Noreen Whysel
Short Take #4: UX/Product Lessons from Your Industry Peers
2022 • Design in Product 2022
Gold
Sam Proulx
Everything You Ever Wanted to Know About Screen Readers
2021 • Design at Scale 2021
Gold
Ilana Lipsett
Anticipating Risk, Regulating Tech: A Playbook for Ethical Technology Governance
2021 • Civic Design 2021
Gold
Heidi Trost
When AI Becomes the User’s Point Person—and Point of Failure
2025 • Rosenfeld Community
Andreas Huebner
What Is It Like To Be Part of The UX Team at Compass?
2021 • Advancing Research 2021
Gold
Bill Scott
Lean Engineering: Engineering for Learning and Experimentation in the Enterprise
2015 • Enterprise UX 2015
Gold
Patrizia Bertini
The (r)evolution of designOps: It’s Time to Think (really) BIG
2025 • DesignOps Summit 2025
Gold
Tricia Wang
From Users to Shapers of AI: The Future of Research
2024 • Advancing Research 2024
Gold
Bria Alexander
Opening Remarks
2023 • Advancing Research 2023
Gold
Greg Petroff
Everything is About to Change: Software as Material
2016 • Enterprise UX 2016
Gold
Frances Yllana
Theme 2 Intro
2024 • DesignOps Summit 2024
Gold

More Videos

Bud Caddell

"Celebrate vulnerability. It’s a huge deal to not only share successes but also what was hard and challenging."

Bud Caddell

Theme 2 Intro

September 30, 2021

James Rampton

"Each hard control button in a car costs between 50 cents and 10 dollars, which adds up to millions in manufacturing costs."

James Rampton

The Basics of Automotive UX & Why Phones Are a Part of That Future

July 25, 2024

Elana Chapman

"Accessibility audits check the box for compliance; usability testing ensures a good user experience."

Elana Chapman Li Wen Huang Divyen Sanganee Annabel Weiner

Getting started with accessibility research

February 20, 2025

Ted Neward

"Outage caused by technical debt between Boneyard’s VT100 era system and E-Toy’s cloud infrastructure."

Ted Neward

Theme 4: Enterprise Organizational Journey

June 4, 2019

Jorge Arango

"MacGuffins are design artifacts that catalyze collaboration and new ways of working rather than being valuable in themselves."

Jorge Arango

Design as an Antidote to VUCA

May 9, 2019

John Paul de Guzman

"We replaced the exhausting time estimation game with data-driven models that give us more reliable results."

John Paul de Guzman

10k Screens Later: How We Became a Data-Driven Design Organization

September 24, 2024

Lija Hogan

"Now everyone’s an edge case, so research needs to focus on those edge cases, not just the average user."

Lija Hogan Milan Mijatovic Sam Proulx Louis Rosenfeld

Three Years Out: Perspectives on the Near-Term Future of User Research

March 15, 2024

Jacqui Frey

"Superfluidity means zero viscosity—flowing without loss of kinetic energy, no friction."

Jacqui Frey

Flow and Superfluidity for Design Orgs

November 7, 2018

Jaskiran Kang

"If the department is dead serious about delivering services, these design imperatives are absolutely imperative."

Jaskiran Kang

Why Community is Key to Professionalizing Design

October 28, 2022