Making product decisions requires us to take risks

Designing a good product – one that meets user needs and is both a viable value proposition as well as technically feasible – requires us to be both gamblers and scientists. When we say ‘gamblers’, we don’t mean we’re reckless and irresponsible. We work in an agile way which massively reduces financial risk and helps us find (or discount) solutions to problems quickly. Gambling for agile teams like ours is about speculating and taking risks in the hope of getting a desired result.  

Reducing the risk of building something useless

User-centred design tries to reduce the risk involved in building a product by focusing on what users do now, or what underlying job they’re trying to achieve. It involves determining who your users are, analysing their needs, and determining likely demand for different possible solutions. It’s as much art as it is science but done well it can reduce the risk inherent in deciding on a thing to build. And from these findings, these informed reckons, you do some research and start to shape a product.

If you gamble on your product decisions early you learn more, and the odds on creating a good product fit for your target user base start to shorten.

When to take bigger risks and embrace the long odds

Taking bigger risks at the start of the product life cycle usually pays off. At the start, you’re unlikely to have much data on your users and their behaviour, so prototypes will have a set of assumptions about your users to test.

Because you’ll probably only have relatively few users to test with, your gambles need to be stark in their differences. Be radical in tests as this helps discount huge swathes of things and sets you in roughly the right direction. As the product matures, you need to gamble less and make smaller, more educated guesses as the graph below highlights.

Graph. Y axis label is uncertainty or probability of being wrong. X axis is tests undertaken to validate product. The line goes from top left to bottom right.

Stakeholders: if we don’t take risks, we won’t win

Researcher Sam Ladner sums up the idea of being both gamblers and scientists in her post Design researchers must think fast and slow. She says:

Design researchers should embrace less structure and more openness at the early stages of product design, and rigour and structure in the mature stages of product sales.

Sam Ladner

The graph below, taken from Ladner’s post, illustrates this. It shows the move towards more structure as a product matures. You could plot the decline in uncertainty around market fit, target users, user journey and experience for example, as the product matures too.

The graph shows the move towards more structure as a product matures.

That’s how it should work.

However, being comfortable with uncertainty and embracing the idea of taking risks can make stakeholders and our non-Digital colleagues a little uneasy. And that’s understandable – this is an unfamiliar way of working to them. The Digital team know this though and we’re keen to work inclusively and show how testing assumptions is relatively cheap compared to traditional business.

How it works in practice

We can see from some of our projects at the Co-op that the propensity to gamble differs hugely from one project to the next. 

The Digital Product Research team moved quickly to test new propositions in the market: things like a white goods subscription service, and a service to ‘scrobble’ (automatically get and process) your utility bills to help you work out how your spending changes, and if it might be cheaper to switch. These were ideas spun out quickly and tested with real users. We learnt from doing the work that as products or services, they were unlikely to provide sufficient return for the investment needed.

Then there’s online Wills. We had more belief in this idea, ie, it exists in the market and is clearly already a thing. Here, it was a case of working out where our proposition would best fit with users and the existing business process. The gamble was on shorter odds, but in many ways felt far harder as we were working with an existing business and its staff, and embedded processes in a tightly regulated market.

Strategies for success

Navigating through product decisions and keeping our colleagues in other areas of the Co-op on board is not trivial. We’ve learnt 2 things which have helped us:

  1. Stay focused on the problem you’re trying to solve. Your experiments are trying to prove that it meets the user’s needs effectively.
  2. Business stakeholders prefer the language of data to qualitative research, so use data and qualitative findings to prove out whether the experiment worked and whether it met the user need effectively.

Good luck 🙂

James Boardwell, Head of User Research
Anna Goss, product manager

Making the General Data Protection Regulation easier to understand

gdpr-rights-posters (1)

The Co-op Data team has been preparing Co-op Digital for the new General Data Protection Regulation (GDPR), which will come into law next year. But we’re aware that the rules it sets out can appear complicated.

Too often, data can seem like a complex and distant subject, but it’s part of everything we do and it’s important to us that the whole business can see what we’re doing. GDPR puts consumers’ rights at the centre of data protection. As we work towards a Co-op that’s trusted with data, we believe this is exactly where they should be. And we will continue to focus on that as we build and develop our data programme.

Making GDPR more accessible

To make colleagues in Digital aware that the regulation is coming, we created posters to explain what it means in plain language. We think they’re a good way to make sure everybody knows about the rules and understands what they mean.

Screen Shot 2017-11-21 at 11.55.22

So far we’ve had a lot of feedback which shows there’s a great deal of interest ahead of GDPR coming in and real appetite to understand it better. The work that Digital has done in this area will help to inform the Co-op’s communications.

We’ve learnt a lot from the comments we received, and wanted to make sure that anyone and everyone can download our GDPR ‘rights’ posters.

It would be great to hear what you think in the comments. Or tell us how you’re making GDPR more accessible to colleagues in your organisation.

Posters: words by Rachel Murray and design by Jack Fletcher

We’re trialling an agile immersion course for all colleagues

Tuesday was the first session of the agile ‘immersion’ course – a free training course, put together and delivered by the team to help colleagues not working in digital experience agile working in a multi-disciplinary team.

The immersive nature of the course helps the team work collaboratively and aims to build on the foundations set by the Digital Skills Masterclasses which are more theory-based.

During the course, the group apply agile techniques and rituals to projects they’ve researched and selected. The course ends with colleagues showcasing their learnings at a show and tell in front of Co-op Digital’s heads of practice.

photograph of 4 colleagues on the course

Co-op Digital colleagues can help

The group is also required to work together outside of the sessions, with additional support provided by Digital colleagues. We’re looking for people across the communities of practice to help out with mentoring. If you have a spare 30 minutes a week for the next 2 weeks, get in touch with me.

Opening up opportunities in Digital

Since being seconded and then permanently employed by Digital last year, I’ve thought a lot about how to open up opportunities for non-Digital colleagues to experience agile ways of working, without taking time out of their day-to day-roles.

My hope is that after experiencing working in this way, colleagues would feel better equipped to:

  • introduce new ways of working to their teams 
  • apply for roles in the Digital team

We’ll listen and observe, then iterate

10 colleagues are enrolled on the trial course, all from our Support Centre in Manchester. We felt it was important to start learning about what works and what doesn’t as quickly as possible so we can make improvements and schedule another course early in 2018.

This time, the course runs 2 evenings a week for 3 weeks which means that it doesn’t interfere with day-to-day roles. Moving forward, the hope is we’ll be able to open it out, have more convenient hours and include colleagues from further afield.

The groups show and tell will be on 7 December at 12pm in Federation. Come along to see what we’ve learnt.

Annette Joseph
Delivery manager

Simon Hurst: life as a user researcher at Co-op Digital

(Transcript) Simon Hurst: I’m Simon Hurst, I’m a user researcher here at the Co-op working on Membership.

So, Membership is key to the Co-op, it’s a lot what the Co-op is. So my role entails sort of challenging assumptions that the business might have about customers or about members. So it’s understanding how people want to engage with the Co-op in the 21st century. I’m a fairly experienced user researcher now so I’ve been through digital transformation in government. I was originally first worked on the first Department for Work and Pensions service that went live.

The ability to go and do that all over again with Co-op Digital and to help a lot of
people who were coming to user research quite new and to help them along. So I think one of the best parts of my job is mentoring people as well, so I’m sort of mentoring someone at the minute and I’ve just trained someone as a user research.

So being able to share sort of things I’ve learned as user researcher with other people and equally we’ve got a good mix of people from different digital backgrounds. So even amongst the community of user researchers, there’s people with different skill sets to me I can learn from as well. So it’s just a really good mix. And stuff we’re trying to do is genuinely trying to improve people’s lives and help people.

The things I’m looking forward to right now are really starting to influence more and more how much user research is listened to, so really getting it properly embedded now. So we’ve got the roots there we now need to build on that and so it’s making sort of links in the wider Co-op to sort of share user research findings as opposed to sort of people directly on the product teams. And trying to find other user researchers to come and join us, who can join in with that and helping to develop user researchers here.

Co-op was the only other job I’ve ever applied for apart from government in 20 years, since I left college, so I have no plans on going anywhere so it’s it’s really nailing it here I think is what I want to do.

Simon Hurst
User researcher

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Simon Stead: life as a software engineer at Co-op Digital

(Transcript) Simon Stead: My name is Simon. I’m a software engineer and I work on the Digital team that works with Food in Co-op.

So I already knew a few people who worked at the Co-op from my last job and they told me how fantastic it was to work here, how nice everyone was so I thought I’d apply and then I managed to get in.

We’re working on a multidisciplinary team so there’s me, some other software engineers, but it’s lots of user researchers, interaction designers, content designers, delivery managers, everyone is just pooling all of their resources and sharing all of the work and just getting your hands dirty at the same time.

So we’ll all be sat on the same table and I don’t often feel like a software developer because we’re all just trying to solve a common problem together. If that’s data, if that’s design, if that’s dev, if that’s user research we all pitch in and do a lot of the same stuff together.

I think the best thing I like about working at Co-op is that I can just try new things all the time, I get so many new opportunities and I get to engage with so many different people, be that people in Co-op Digital in the Food business, different stakeholders, area managers, store managers, whoever they may be.

I’m autistic, I’ve got Asperger’s syndrome and so one of the really nice things about working at Co-op and Digital is that I know I’ve got a wealth of support behind me so if there’s any problems I’m having I know I can talk to whoever I need to to solve that. If I need flexible working hours or anything like that it’s just all available here.

So we work over here at Federation and we also work over in Angel Square but Federation, the open space, the air, the light, the colour, the beanbags, everything just makes it such a nice open place to work and I feel like that really gets reflected in the digital products and services that we build.

Working at Co-op, I always thought I’d be the kind of person who would just like hop from job to job and never really stick to one place but I honestly can’t see any reason that I’ll be leaving anytime soon.

Simon Stead
Software engineer

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