Rosenverse
Using Research to Determine Unique Value Proposition

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
Surya Vanka
Unleashing Swarm Creativity to Solve Enterprise Challenges
2021 • Design at Scale 2021
Gold
Abbey Smalley
Today’s Design Ops and Programs Landscape & Career Paths
2023 • DesignOps Summit 2023
Gold
Elizabeth Churchill
Exploring Cadence: You, Your Team, and Your Enterprise
2017 • Enterprise Experience 2017
Gold
Eric Shumake
An AMA on UX's Role in Healthcare
2026 • Rosenfeld Community
Bas Raijmakers, PhD (RCA)
What Design Research can Learn from Documentary Filmmaking
2022 • Advancing Research 2022
Gold
Sam Proulx
Mobile Accessibility: Why Moving Accessibility Beyond the Desktop is Critical in a Mobile-first World
2022 • Civic Design 2022
Gold
Wendy Johansson
Design at Scale: Behind the Scenes
2021 • Enterprise Community
Chris Geison
What is Research Strategy?: A Panel of Research Leaders Discuss this Emergent Question
2021 • Advancing Research Community
Ariba Jahan
Team Resiliency Through a Pandemic
2024 • DesignOps Summit 2020
Gold
Luca Rager
Empowering Gaming at Scale: How Xbox Builds Powerful, Automated, and Distributed Design Systems with Sketch
2021 • DesignOps Summit 2021
Gold
Rusha Sopariwala
Remote, Together: Craft and Collaboration Across Disciplines, Borders, Time Zones, and a Design Org of 170+
2022 • Design at Scale 2022
Gold
Shipra Kayan
How we Built a VoC (Voice of the Customer) Practice at Upwork from the Ground Up
2021 • DesignOps Summit 2021
Gold
Abbey Smalley
Scaling UX Past the Size of Your Team
2024 • Enterprise Experience 2020
Gold
Sam Proulx
Prototype Reviews, People With Disabilities, and You
2021 • DesignOps Summit 2021
Gold
Dave Hora
Research in the Face of Complexity: New Sensibility for New Situations
2025 • Rosenfeld Community
Jeff Sussna
What DesignOps Can Learn From DevOps
2017 • DesignOps Summit 2017
Gold

More Videos

Scott Jensen

"Research helps make a positive change on the product team and our end users."

Scott Jensen Sarah Delaney Carmen Liu

Short Take #2: UX/Product Lessons from Your Industry Peers

December 6, 2022

Lavy Kumar

"Flexible and staggered schedules help people not get burned out."

Lavy Kumar Kat Temple Tara Jensen Jenn Chou

Future of Work

June 9, 2021

Greg Petroff

"We are building cross-product research capabilities to curate a holistic understanding of agents across all workflows and touchpoints."

Greg Petroff

The Compass Mission

March 10, 2021

Sofía Delsordo

"Every project and initiative we launched has been a Trojan horse navigating through dark matter."

Sofía Delsordo Kassim Vera

Public Policy for Jalisco's Designers to Make Design Matter

December 8, 2021

Brianna Sylver

"You have to become seen as an indispensable resource to your business partners by constantly asking what value you bring."

Brianna Sylver

Lead With Purpose

March 31, 2020

Mansi Gupta

"We cannot practice women-centricity without including an active role for men."

Mansi Gupta

Women-Centric Research: What, Why, How

March 29, 2023

Kit Unger

"Our theme today is design practices in times of crisis."

Kit Unger

Theme 1 Intro

June 8, 2022

Jilanna Wilson

"When you have 10 designers, that's when you should start considering a design Ops function."

Jilanna Wilson

Distributed DesignOps Management

February 26, 2019

Chloe Amos-Edkins

"Budget and time are the enemies of inclusivity in research."

Chloe Amos-Edkins

A Cultural Approach: Research in the Context of Glocalisation

March 27, 2023