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Friday, September 24 • 3:00pm - 3:45pm
Converting to UX Research: How to Leverage CRO Testing to Kickstart Your Organization's User Research Practice

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Presentation Slides

UX research is tough to sell in some organizations. We know that gathering user insights is the best way to design intuitive experiences, but for some stakeholders talking to users is a waste of time and resources that could be spent elsewhere.

I've been in this situation too many times to count, and I'm happy to report that even the most stubborn stakeholders can be won over. From tire retailers to Montessori subscription companies, I've had the pleasure of introducing teams to user research in a way that earns trust through clear business impact: AB Testing.

In this presentation, you will learn how to leverage your team's desire to move quickly and win big to get buy in for conducting UX research. By combining user research with AB testing strategies, you can show stakeholders just how much they leave on the table when the organization is not talking to users.

Together, we will investigate common arguments against running UX research, why AB testing appeals to organizations of all sizes, and how to get started with low-cost user research activities for AB testing programs.
We'll learn how to run usability tests to uncover optimizations and how to build a case for research by tracking user-driven AB test performance.

Finally, we'll look at how one streaming service was convinced to invest in user research and the user-driven AB test that made it all happen.

This session is for anyone trying to start or grow a user research practice in an organization that is low on time, resources, and stakeholder interest.

Presentation Slides

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Speakers
avatar for Katlyn Greene

Katlyn Greene

Sr. UX Researcher, LogMeIn



Friday September 24, 2021 3:00pm - 3:45pm EDT
1 - Back Bay A/B (Research)