Discovery user research for a B2B product

Duration: 2 months

Overview

Redgate Monitor is Redgate’s most important product. It allows database administrators (DBAs) to monitor their database estate so that they can keep business critical systems available. With organisations increasingly moving their IT infrastructure into the cloud, including their databases, there was a need to better understand what this means for the future of the product.

As the lead product designer for Redgate Monitor I carried out some critical strategic user research to better understand the monitoring needs of organisations with cloud databases and to define the key user problems to focus on. The primary goal of the initiative was:

To better understand how customers approach cloud database monitoring and to test possible strategic options.

Defining a research approach

My work was primarily focused on the first half of the design double diamond. I carried out discovery user research to explore user needs, defined some opportunities and then carried out user interviews to evaluate these with customers.

Double diamond design process — My research approach focused on the first half of the double diamond design process

Working with key stakeholders I defined and agreed the best research approach. I not only wanted to understand the ‘What?’, but also the ‘Why?’. I used a research canvas (see 10 questions to ask before any user research) to discuss and agree the research goals, key learning questions, assumptions, stakeholders, methods, outputs and timeline.

Research canvas — A plan for the research work in the form of a research canvas

Analysing existing insights

I collated and analysed insights that had already been gathered within the organisation, along with insights from industry reports and surveys. Furthermore, I spoke to domain experts within the organisation who could share their own insights and feedback from customers.

Board showing cloud database insights — I gathered existing insights from a range of sources

Using a survey to collect quantitative insights

To better understand how customers are utilising cloud databases, how they approach monitoring cloud databases and their most important needs I created an in-depth survey using SurveyMonkey. This was sent out to Redgate customers and contacts. To incentivise completion of the survey, I promised participants a follow up report (which I wrote in conjunction with marketing) detailing key findings. This was an inexpensive and very effective way to drive survey engagement and completion rates.

Use of cloud databases survey — I incentivised survey completion by promising participants follow-up report outlining key findings.

User interviews to collect qualitative insights

To complement the survey, I carried out 7 follow-up user interviews with DBAs. These interviews were an opportunity to better understand attitudes towards cloud databases, to identify user needs and to better understand the why behind those needs. I started with an open-ended exploratory conversation and then utilised a ‘Buy the feature’ type exercise (see How to play the ‘Buy a feature’ design game) to explore how valuable a range of cloud monitoring focused concepts might be for users.

Buy a feature exercise — I utilised a ‘Buy the feature’ type exercise to get feedback for some product concepts

Using the Kano model to prioritise features

The Kano model is a method for evaluating how users will react to features, or perhaps more importantly, the absence of features (See How 2 simple questions can help shape your product roadmap).

Using the kano model two questions are asked for each potential product feature:

How will users feel if they have the feature?
How will users feel if they didn’t have the feature?

I created a survey to capture responses to these questions for potential new features. This provided quantitative data to compliment the qualitative data gathered through the user interviews. The Kano model indicated which of the new features were ‘Must-be’, ‘Performance’, ‘Attractive’ or ‘Indifferent’ features for users.

Kano model survey — I created a survey to evaluate potential new capabilities using the Kano model, such as being able to run Redgate Monitor in the cloud.

Mapping potential new features using the different Kano model categories

Communicating research insights

As a proponent of co-design (see UX design is a team sport and is best played like one) I ensured that key stakeholders were able to participate in the research (such as observing user interviews). I provided regular updates and a more extensive playback following extensive analysis.

Research presentation deck — I provided regular research updates, along with a more extensive playback

Using mockups to showcase concepts

To help showcase how the concepts that resonated with users might be incorporated into the product, I created high fidelity mockups. This helped teams and stakeholders to better understand the value these concepts would deliver to users and created a shared understanding of the concept. High priority features, such as showing utilisation costs (see mockup below) were added to the Redgate Monitor roadmap.

Mockup of cloud costs dashboard — I created high-fidelity designs to showcase how concepts might be incorporated into the product

Results

The customer research has helped to identify key user needs and to evaluate potential new features. It has informed the roadmap for SQL Monitor development teams and helped steer the long-term product strategy.

Learnings

Research should be a team sport – Involving the team and key stakeholders in the research process helped to build a shared understanding and fostered a sense of ownership across the team.
Users should have a reason to take part in research – Offering an incentive, such as a follow-up report, increased engagement and completion rates, ensuring more meaningful data collection from participants.
The importance of quantitative & qualitative research – Combining quantitative methods such surveys with qualitative methods such as user interviews helped to capture both the “what” and the “why” behind user needs.
Show, don’t just tell – Using high-fidelity mockups and visual aids helped stakeholders and teams to better understand user insights and how they can translate into product roadmaps.