All language subtitles for 04 - Craig - Research informs ideation in the real world.en

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Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated: 1 00:00:04,280 --> 00:00:06,660 Hi, there! My name is Craig, and I'm 2 00:00:06,660 --> 00:00:08,220 a research manager at Google. 3 00:00:08,220 --> 00:00:11,010 In terms of what the day normally looks like, 4 00:00:11,010 --> 00:00:13,290 I will be working closely with design, 5 00:00:13,290 --> 00:00:16,005 thinking about the next iteration of a product. 6 00:00:16,005 --> 00:00:18,420 I'll probably be working with a product manager, trying to 7 00:00:18,420 --> 00:00:19,950 convince them of a certain direction 8 00:00:19,950 --> 00:00:21,165 that we should be taking. 9 00:00:21,165 --> 00:00:23,370 I'll be thinking about the research gap: 10 00:00:23,370 --> 00:00:25,500 What research should we be doing? 11 00:00:25,500 --> 00:00:27,450 Where could we have real benefit 12 00:00:27,450 --> 00:00:29,190 and impact to the business? 13 00:00:29,190 --> 00:00:31,050 There's very particular moments 14 00:00:31,050 --> 00:00:33,900 where research and design really come 15 00:00:33,900 --> 00:00:36,420 together to align on who we're designing 16 00:00:36,420 --> 00:00:39,600 a product for and seeing how that product is then built, 17 00:00:39,600 --> 00:00:41,820 and then seeing it in the hands of our users, 18 00:00:41,820 --> 00:00:44,430 and seeing how that's then evaluated by them. 19 00:00:44,430 --> 00:00:45,890 Normally, upfront, before we 20 00:00:45,890 --> 00:00:48,620 even think about launching a product, 21 00:00:48,620 --> 00:00:49,730 there's a good amount of what we 22 00:00:49,730 --> 00:00:51,290 call formative or strategic 23 00:00:51,290 --> 00:00:52,970 research that goes on that 24 00:00:52,970 --> 00:00:55,345 our design counterparts are utilizing, 25 00:00:55,345 --> 00:00:58,610 to effectively build out those initial concepts that we 26 00:00:58,610 --> 00:01:01,985 will start advocating for around the business. 27 00:01:01,985 --> 00:01:03,980 Once we've gotten approval or once 28 00:01:03,980 --> 00:01:05,930 we're in the process of saying, "Yes, 29 00:01:05,930 --> 00:01:07,100 this is something we really want to 30 00:01:07,100 --> 00:01:08,750 pursue," then we're typically 31 00:01:08,750 --> 00:01:12,010 researching with users, with prototypes. 32 00:01:12,010 --> 00:01:13,700 We are taking insights that we 33 00:01:13,700 --> 00:01:15,350 have got from the research, working with 34 00:01:15,350 --> 00:01:17,210 our design teams, and really 35 00:01:17,210 --> 00:01:19,070 thinking about the actual design itself, 36 00:01:19,070 --> 00:01:21,440 like, Should it look like this? Should it look like that? 37 00:01:21,440 --> 00:01:22,880 Where should we place this? 38 00:01:22,880 --> 00:01:25,345 How will the user move from screen to screen? 39 00:01:25,345 --> 00:01:27,000 In those moments, we're testing 40 00:01:27,000 --> 00:01:29,010 frequently, we're testing often. 41 00:01:29,010 --> 00:01:30,550 One of the biggest mistakes 42 00:01:30,550 --> 00:01:32,740 I think every researcher learns at 43 00:01:32,740 --> 00:01:34,360 some point in their career is 44 00:01:34,360 --> 00:01:36,560 not testing early and frequently enough, 45 00:01:36,560 --> 00:01:38,770 and we all have stories of where we 46 00:01:38,770 --> 00:01:39,880 haven't done that and the 47 00:01:39,880 --> 00:01:41,215 effect that it's had on the product. 48 00:01:41,215 --> 00:01:43,090 Eventually, we'll have something that we can 49 00:01:43,090 --> 00:01:45,085 launch and that's a really exciting moment. 50 00:01:45,085 --> 00:01:46,735 We've gone all the way from an idea, 51 00:01:46,735 --> 00:01:48,200 all the way from ideation, 52 00:01:48,200 --> 00:01:51,265 through to testing something in the hands of our users, 53 00:01:51,265 --> 00:01:53,140 all the way to a proper launch 54 00:01:53,140 --> 00:01:54,560 where it's out in the public. 55 00:01:55,360 --> 00:01:56,680 Our job doesn't stop. We're then 56 00:01:56,680 --> 00:01:59,140 really heavily involved in understanding, 57 00:01:59,140 --> 00:02:00,700 has that product landed? 58 00:02:00,700 --> 00:02:04,255 Is it doing the things that we want it to for the user? 59 00:02:04,255 --> 00:02:05,860 How do the users feel about that? 60 00:02:05,860 --> 00:02:07,360 How are they responding to it? 61 00:02:07,360 --> 00:02:09,470 Again, we take that feedback and 62 00:02:09,470 --> 00:02:12,690 we work quickly with our design, product, and eng[ineering] team 63 00:02:12,690 --> 00:02:13,850 to put that feedback into 64 00:02:13,850 --> 00:02:16,070 the product and iterate from that moment on. 65 00:02:16,070 --> 00:02:19,130 Over time, you get these cyclical loops, 66 00:02:19,130 --> 00:02:22,670 you get this product development process using 67 00:02:22,670 --> 00:02:23,960 research and insights to 68 00:02:23,960 --> 00:02:26,245 inform the next stage of the product. 69 00:02:26,245 --> 00:02:29,610 And fortunately, I manage a really great team of researchers, 70 00:02:29,610 --> 00:02:30,800 so it's also about giving them 71 00:02:30,800 --> 00:02:33,440 responsibility and giving them ownership of things, 72 00:02:33,440 --> 00:02:35,180 so where can I step back and 73 00:02:35,180 --> 00:02:37,830 let them do more and let them shine?5260

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