Better hypotheses, better research, using one mental model - Ben Labay
Ben Labay from CXL shares his mental model for creating really strong hypotheses and research and testing.
What Ben covers:
The importance of identifying a value proposition that resonates with customers
Two practical ecommerce examples of relevant value props
How to understand the core motivating values for customers
How to create a leap from data → to information → to knowledge
A research process: so simple, and yet... - Aly Abel
Aly Abel from Moonpig believes that too many companies don’t bother defining or implementing a research process to ensure research informs design. What Aly covers:
What's the right way for research to inform decisions
How to explain the value of research and customer data to stakeholders
The 5 steps of the design-thinking process
An example of her ecommerce team's 12-month research roadmap
