Mark Westall: UX Researcher

Hello.
How did I get here?
Its been quite the journey.

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Wing, Buckinghamshire, UK
York, North Yorkshire, UK
London, England, UK
Bangkok, Thailand
Sydney, Australia
Queenstown, New Zealand
Santiago, Chile
Buenos Aires, Argentina
Rio De Janeiro, Brasil
London, United Kingdom
Chicago, Illinois
San Francisco, California
Brisbane, Australia

1. Wing, Buckinghamshire, UK
2. York, North Yorkshire, UK

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London, England, UK
Bangkok, Thailand
Sydney, Australia
Santiago, Chile
Chicago, Illinois
Brisbane, Australia

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Bangkok, Thailand
Sydney, Australia
Santiago, Chile
Chicago, Illinois
Brisbane, Australia

3. London, England, UK
4. Bangkok, Thailand
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Sydney, Australia
Santiago, Chile
Chicago, Illinois
Brisbane, Australia

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London, England, UK
Bangkok, Thailand
Sydney, Australia
6. Queenstown, New Zealand

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Santiago, Chile
Chicago, Illinois
Brisbane, Australia

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London, England, UK
Bangkok, Thailand
Sydney, Australia
7. Santiago, Chile
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Chicago, Illinois
Brisbane, Australia

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London, England, UK
Bangkok, Thailand
Sydney, Australia
Santiago, Chile
9. Rio De Janeiro, Brasil

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Chicago, Illinois
Brisbane, Australia

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London, England, UK
Bangkok, Thailand
Sydney, Australia
Santiago, Chile
10.London, United Kingdom

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Chicago, Illinois
Brisbane, Australia

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London, England, UK
Bangkok, Thailand
Sydney, Australia
Santiago, Chile
11.Chicago, Illinois
12. San Francisco, California
13. Brisbane, Australia

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London, England, UK
Bangkok, Thailand
Sydney, Australia
Santiago, Chile
Chicago, Illinois
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Brisbane, Australia

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London, England, UK
Bangkok, Thailand
Sydney, Australia
Santiago, Chile
Chicago, Illinois
Brisbane, Australia
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So what has all this traveling and

observing people taught me?
(aside from being freakishly

obsessed with analyzing people)
Its transformed me into a
Well rounded UX researcher

Scrappy
Highly iterative
Human-centric
Lone ranger
Visual storyteller
Culture conscious
Why? focused
User obsessed
Case Studies
CLIENT
Tesco
THE PROJECT
Identify, understand and analyze user behavior
and attitudes of smartphone users when
shopping online and in mobile environments.
THE PURPOSE
To inform the development and design of a mobile
application for Tesco.
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
SYNTHESIS
1. OBJECTIVES
What do people want in a mobile shopping experience?
How can a Tesco application fit into current user flows and ecosystems?
How do we design an application that appeals to existing customers as well as
new customers?
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
SYNTHESIS
2. HYPOTHESIS
Early adopter smartphone users are experimental, enthusiastic and open.
These users want a seamless and functional experience when shopping
via mobile.
They will look to brands like Tesco to guide and advise them through this
experience.
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
3. METHODS
How I plan to fill the gaps in our knowledge.
Based on the time and people available, what methods
should be selected?
SYNTHESIS
My process
OBJECTIVES
HYPOTHESIS
METHODS
4. CONDUCT
Gather data through the methods selected.
CONDUCT
SYNTHESIS
My process
OBJECTIVES
HYPOTHESIS
METHODS
CONDUCT
5. SYNTHESIS
Answer our research questions, and prove or disprove
the hypotheses outlined.
Utilize the data gathered to discover what opportunities
and implications exist for the Tesco design team.
SYNTHESIS
Key Challenges
Key Challenges
CHALLENGE
HOW THIS IMPACTED THE PROCESS
No budget.
Methods. There were no funds available to pay for

user research methods or quantitative studies.
No team.
Conduct. I was to lead and conduct on all forms of

research independently
Limited resources.
Conduct, methods and synthesis. I worked out of

my parents study with a laptop, camera and
dictaphone.
Given these three key

issues, I developed a
research methodology
that could work under
these constraints.
Building a viable research pool
Family & Friends

Friends of friends
Friends of friends of friends
Scale of viability
Strangers
NUMBER ONE
1:1 Interviews
NUMBER TWO
Focus groups
NUMBER THREE
Contextual
NUMBER FOUR
Task analysis
NUMBER FIVE
Video diaries
NUMBER SIX
Secondary data
Measuring the research

Happiness
What the user likes and

doesnt like right now.
Success
What the user is

frequently doing.
Desire
Consistency
What the user wants to do

more of.
What does the user want

collectively?

Happiness
Scored the satisfaction

levels of users in
completing various
shopping tasks using
existing apps and
processes in different
environments.
Success
Desire
Consistency

Happiness
Success
Measured the frequency

in which users completed
certain tasks over a given
time period.
Desire
Consistency

Happiness
Success
Desire
Identified commonalities in
what users identified as
missing in shopping
processes. Scored
desirability for features and
processes identified in
research activities.
Consistency

Happiness
Success
Desire
Consistency
Measured how commonly

specific issues emerged
and paired this against
secondary data to
determine micro and
macro trends.
So what did we
ultimately accomplish?
So what did we
Understood and measured

the needs of smartphone
shoppers.
Uncovered diverse and

demographically
representative insights.
Contextualized findings
to deliver micro and
macro insights.
Key Insights & Learnings

(For Tesco design team specifically)
Prominence and speed of the search function is paramount to the user shopping
experience.
Smartphone users are making key purchase decisions and plans in interspace.
The user journey when browsing vs. purchasing must be considered separately.
How the research informed the design

THE RESEARCH
In all of the focus groups and 1:1 interviews where I
invited users to engage in participatory design
activities, participants would consistently design the
app around the search function.
THE DESIGN
In each iteration of the design and early wireframes of
the Tesco application, the search function has been
placed in the direct eye line of the user. To this day it
remains at the top.

THE RESEARCH
During contextual interviews and in the video diaries
captured, notable commonalities in user flow and the
creation of manual, offline hacks by users were uncovered.
These user-designed hacks directly informed the
planning and purchase decision process.
THE DESIGN
Tesco built the UKs first transactional bar code
scanner, enabling householders to scan any grocery
item and add it to a home delivery order instantly. This
function was particularly targeted at parents and
socially active foodies.

THE RESEARCH
In the task analysis and focus groups in particular,
users noted the importance of feedback loops in their
decision making process when online shopping. Speed
and accessibility emerged as the two themes for users
in research analysis.
THE DESIGN
Tesco allow both customers and non-customers to
browse and view all products, prices and information
without committing to purchase within the app without
signing in or registering. This allows the app to play a
prominent role in user-created feedback loops and has
contributed to new customer acquisitions as a result.
A change in direction
CURRENT COMPANY
A tech-focused communications,
content and social agency.
RESEARCH PROJECTS CONDUCTED FOR:
The three biggest changes moving from
a dedicated research group to a communications firm:
Purpose
Audience
Time
I need you to work some
research magic around this.
- General Manager
Were doing a brainstorm with
the client tomorrow, can you

do some research on what the
most discussed topics are
around email marketing?
- Account Director
Can you tell me what the most discussed

topics by CMOs have been in the last year
- Senior Vice President
Can you teach me how to run a

boolean search to find this?
- Account Executive
A change in approach
Consumer Insights Reports
Brand Health Measurement
Social & Online Media
Measurement
Focus Groups
Surveys
Ethnographic Field Studies
In-depth Interviews
Social / Media
Conversations
User
Research
Online
Behaviors
Business &
Market Data
Card Sorting
Diaries
Panels
Intercept Surveys
Usability
Technology & Usage Forecasts

Market Forecasts
Marketing Strategy
Business Strategy
Building a research methodology

for a PR focused audience
Opportunity
Kernel of Truth
Content Strategy
The Blueprint
Activation
Owned, Earned and
Paid Channels
Insight
Idea
Content
Community
Credible
Creative
Crafted
Conversations
CLIENT
RootMetrics
THE PROJECT
Conduct research to understand RootMetrics user
perception and experience with the product and
media perception of the brand.
THE PURPOSE
To inform the development of
a long term PR program and
accompanying campaigns.
My process
METHODS
CONDUCT
SYNTHESIS
OBJECTIVES HYPOTHESIS
24 hours
72 hours
VISUALIZE
Key Challenges
CHALLENGE
HOW THIS IMPACTED THE PROCESS
Time
The entire process. All research planning,

conducting, analysis and visualization had to be
completed in a team-of-one.
Access
Iteration. We were not permitted to speak to the

(new) client beyond the brief provided.
Resources
Conduct and methods. We were limited to one

paid-for research tool to conduct the project.
A make shift tool kit

A search engine
Reporter
relationships
A social conversation
analytics tool
A pool of 50 people

A search engine
I assigned a team to identify

top media coverage from last 6
months around RootMetrics.
Created sentiment and theme
score system to measure.
Reporter
relationships
analytics tool
A pool of 50 people

A search engine
Reporter
relationships
Assigned VP of content to
conduct phone interviews
with 10 reporters, providing
him with 3 basic questions.
Arranged responses into
categories/themes to identify
trends.
analytics tool
A pool of 50 people

A search engine
Reporter
relationships
analytics tool
Identified the most shared

discussions around
RootMetrics across social
channels to understand
consumer attitudes and
perception of the brand.
A pool of 50 people

A search engine
Reporter
relationships
analytics tool
A pool of 50 people
Drafted 5 basic questions to

be answered by RootMetrics
target audience members
and analyzed and
categorized responses into
themes.
So what did we
What we learned
To shift perception and clarify the journey for reporters and

users using RootMetrics, we need to humanize the message.
How I visualized the research

The Human
The Quantifiable
(The real world, human challenges that RootMetrics is helping

solve, but it is not talking about or messaging around)
(What RootMetrics currently

measures and reports on)
Connecting Data and
Networks
Call/text/data Quality
Download/Upload time
Cost of Plan
Geography
Connectivity
Performance
Speed
Economics
Network Coverage
Connectivity
Performance
Speed
Economics
Network Coverage
Connecting me with my family

and friends.
I know that my Grandmother has a
safe and reliable point of contact.
I can stream movies for my kids

without interruption.
I know how much I can

spend for the month ahead.
Im connected where I
work, live and travel.
The user is always #1.
Thank you.

Mark Westall: UX Researcher

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Hello.

How did I get here?

Its been quite the journey.

Its been quite the journey.

2. York, North Yorkshire, UK

Its been quite the journey.

Its been quite the journey.

Its been quite the journey.

6. Queenstown, New Zealand

Its been quite the journey.

Buenos Aires, Argentina

Its been quite the journey.

9. Rio De Janeiro, Brasil

London, United Kingdom

Its been quite the journey.

10.London, United Kingdom

Its been quite the journey.

Its been quite the journey.

14. San Francisco, California

Its been quite the journey.

San Francisco, California

So what has all this traveling and

(aside from being freakishly

Its transformed me into a

Well rounded UX researcher

HOW THIS IMPACTED THE PROCESS

Methods. There were no funds available to pay for

Conduct. I was to lead and conduct on all forms of

Conduct, methods and synthesis. I worked out of

Given these three key

Building a viable research pool

Family & Friends

Measuring the research

Measuring the research

What the user likes and

What the user is

What the user wants to do

What does the user want

Measuring the research

Scored the satisfaction

Measuring the research

Measured the frequency

Measuring the research

Measuring the research

Measured how commonly

Understood and measured

Uncovered diverse and

Key Insights & Learnings

How the research informed the design

How the research informed the design

How the research informed the design

RESEARCH PROJECTS CONDUCTED FOR:

Were doing a brainstorm with

the client tomorrow, can you

Can you tell me what the most discussed

Can you teach me how to run a

Technology & Usage Forecasts

Building a research methodology

HOW THIS IMPACTED THE PROCESS

The entire process. All research planning,

Iteration. We were not permitted to speak to the

Conduct and methods. We were limited to one

A make shift tool kit

A make shift tool kit