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
Patrizia Bertini
Designing Within the Lines: How the EU AI Act Can Spark Better AI Innovation
2025 • DesignOps Community
Carol Smith
Operationalizing Responsible, Human-Centered AI
2023 • Enterprise UX 2023
Gold
Lori Muszynski
Keeping Design Weird
2023 • DesignOps Summit 2023
Gold
Ned Dwyer
The Future of DesignOps is Tool Consolidation
2024 • DesignOps Summit 2024
Gold
David Cronin
The GE Design System and Thoughts about Craft at Scale
2015 • Enterprise UX 2015
Gold
Tony Turner
Capturing Deep Insights
2021 • DesignOps Summit 2021
Gold
Sean Baker
Weaving Knowledge Management into the Fabric of Our Design Practice
2025 • DesignOps Summit 2025
Gold
Sabrina Mach
How to Design Your Design Operating Model
2021 • DesignOps Summit 2021
Gold
Sam Proulx
To Boldly Go: The New Frontiers of Accessibility
2022 • Design at Scale 2022
Gold
Dr. Jamika D. Burge
Broad Strokes: Connecting Design, Research, and AI to the World Around Us
2023 • Enterprise UX 2023
Gold
Yunyan Li
UX Best Practices
2021 • Design at Scale 2021
Gold
Bria Alexander
Opening Remarks
2021 • DesignOps Summit 2021
Gold
Robin Beers
Beyond Insights: Researchers as Organizational Change Catalysts
2024 • Advancing Research 2024
Gold
Helen Armstrong
Augment the Human. Interrogate the System.
2023 • Enterprise UX 2023
Gold
Doug Powell
Closing Keynote: Design at Scale
2018 • DesignOps Summit 2018
Gold
Anupama Dhareshwar
From blueprint to bot: Designing resilient AI-powered services
2025 • Advancing Service Design 2025
Gold

More Videos

Bria Alexander

"OKRs can sometimes suck the oxygen out of the room if they focus only on bottom-line results, missing process and experience."

Bria Alexander Benson Low Natalya Pemberton Stephanie Goldthorpe

OKRs—Helpful or Harmful?

January 20, 2022

Ash Brown

"Collaboration is not just beneficial, it's essential for effective climate action."

Ash Brown

Silver Linings: What DesignOps Learned in the Shift to WFH

October 23, 2020

"It’s hard to detect emotional responses physiologically in day-to-day software use because there’s too much noise."

Discussion

June 9, 2017

Melissa Tsang

"Design Ops are dot connectors — we see common themes across silos that others don’t."

Melissa Tsang

From Insights to Action: Driving Business Values through DesignOps

January 8, 2024

Jilanna Wilson

"Support software used to be really shitty and expensive, and Zendesk set out to fix that by making it beautifully simple."

Jilanna Wilson

Distributed Design Operations Management

October 23, 2019

Boon Yew Chew

"Enterprise UX is really hard because, in addition to designing for products, we also design for our own change and the change our colleagues navigate."

Boon Yew Chew

Making Sense of Systems—and Using Systems to Make Sense of the Enterprise

June 6, 2023

Alicia Mooty

"Agency style staffing allows designers to bring learnings across multiple projects and grow through new challenges."

Alicia Mooty

Design Staffing Models

September 30, 2021

Bria Alexander

"If you are not on Slack, you are missing out on one of the biggest and most interactive parts of our conference."

Bria Alexander

Opening Remarks

June 10, 2021

Husani Oakley

"Our hands make all the things, and our brains form the teams that run the hands making the things."

Husani Oakley

Bias Towards Action: Building Teams that Build Work

June 14, 2018