‍Author: Martin P.
Title: Content Marketer

Learn. Test. Grow. Join the experimentation revolution.

EP 9: UX Heuristic Workshop

Yo. Yo. Martin P. here.

Welcome to this week’s edition of the experimentation rebellion newsletter (XRN).

Your weekly experimentation and CX news, trends, and events are waiting.

‍Experimentation Talks, Reads, and Events of the Week:

• UX Heuristic review workshop template.
• Relevant marketing starts with your customers. Link.
• Time to hop on a GA4 wagon. Link
• Atomix UX research. Link.
• Experimentation gap in marketing, Colin Campbell, et al. Link.
• How to start and roadmap an experimentation program. Link.

Framework of the Week: UX Heuristic Review Workshop

The UX heuristic review aims to assess the overall user experience and identify opportunities for optimization and areas of interest that can be validated (or not) via other research methods, such as Analytics data, user testing, etc.
One of the best ways to do the UX heuristic review is to conduct a workshop as a team and gain the maximum amount of insights.
Here’s how Speero does it.
Process Overview:

• Book in your workshop
• Prep a Miro board to collate insights
• Run the workshop session
• Conduct the scoring exercise with the project team (optional)
• Consolidate insights

Usually, 1 hour is fine for a workshop. But make it longer or shorter if your goals require it, e.g. the 'size' of the website.
Create a copy of Speero’s UX heuristic Miro board template.
Add screenshots of relevant/key pages of the website (Desktop and mobile).
Add client background info including:

1. What they do/offer.
2. Challenges/Goals.
3. Existing insights/stats.

Note: the key here is that you provide enough context for the attendees to focus on the right areas and understand enough to come up with relevant insights, without leading or influencing them, e.g. don't say "we already know the product page is terrible"!
Allocate your groups.
Assign one person from each group to be the moderator and timekeeper for their breakout room, and assign a speaker.
It's their job to ensure the team has their top 3 themes and insights.
Ensure there's a set of sticky notes representing the UX heuristic guidelines on each group's board, they can be copied, pasted, and edited.
Every team should present the top 3 themes and insights at the end of the workshop.
Summarize the key points within the Miro board's 'key takeaways' section.
This is an essential step as it helps us determine the key priorities/areas of opportunity and come away from the session with some clarity, rather than just lots of sticky notes.
Once the workshop is finished and the scores are complete, review the insights and look out for insights that have been repeated across workshop groups, and that have been scored low in the scoring spreadsheet, these are likely to be the higher priority issues since multiple attendees highlighted them.
I’ve already written too much.
Stay tuned for the next email where we’ll discuss scoring tasks from the UX heuristic workshops.

Talk of the Week: B2B SaaS ICP Research

Good marketing is relevant marketing.
And relevant marketings starts with your customers.
Or, rather, deeply researching them.
Speero’s director of Research, Emma Travis, joined Peep Laja, founder of CXL and Wynter, in a workshop on researching your B2B SaaS ICP.
Learn and download:

• Speero’s ideal customer profile research process
• Examples of ICP research in practice
• Frameworks & templates to get you started

Link.

Reads of the Week

Time to hop on a GA4 wagon.
Google has spoken.
Their analytics aren’t following the major shifts in consumer behavior and privacy-driven changes to longtime industry standards.
This pain point is justified when we observe how frequently users are oscillating between platforms and devices making it more difficult to evaluate the performance of marketing campaigns and manage KPIs.
What’s new in GA4?

• Cross-platform, unified measuring model
• Automatically collected events
• Moving from sessions to events

Read more. Link.
Atomix UX Research: a new way to organise UX knowledge in an infinitely powerful manner.
In short Atomic Research is the concept of breaking UX knowledge down into its core parts:

• Experiments “We did this…”
• Facts “…and we found out this…”
• Insights “…which makes us think this…”
• Recommendations “…so we’ll do that.”

When you break down knowledge into its components, you can explore some unusual possibilities. Link.
Everyone in marketing knows experimenting brings advantages over the competition.
And yet, most marketers under-experiment.
Colin Campbell, et al. examined why this experimentation gap exists and what can we do to jump over it. Link.

Event of the Week: How to Setup and Scale Experimentation Programs Strategically

Join Speero, Decathlon, and ABTasty in a Workshop and learn how to start and roadmap an experimentation program.
Expect workshops on how to:

• Find the right problems
• Prioritize the right experiments
• Research for the right experiments
• Form tactical and strategic next steps
• Scaling on the start, scaling after 2 years
• Create a roadmap combining tactical and strategic experimentation.

The hardest part is how to scale any experimentation program in any organization, included.
21 September 2022.
Free entry.
Sign up here.

FEEDBACK & COLLABORATION
Hope you have enjoyed this month's The Experimental Revolution. If you have any feedback on the newsletter or would like to collaborate with Speero on thought-leadership content, please contact Martin P. See you next month.     ‍

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