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Recommendations are based on my experience and the knowledge of the team we have gathered. Of course, it should be taken into account that there may be differences in approaches between types of organizations (B2B or B2C), different types of customers and different approaches to research.

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6 day trip plan

Our visit took exactly one week. We planned from Sunday to Friday, knowing that Sunday is a day of rest in Europe and we would have additional time to organize. Joining the trip were the head of the development department, two senior product managers, and three UX team members, including myself.

 
 

15 user interviews over the course of 3 days, a 2-day workshop, a session of gap analysis for one product, and observations.

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#1 Mental and practical flexibility

Nothing is sealed

 

Get ready for unexpected events and maintain a flexible attitude. This requires mental flexibility first, followed by practical adaptability. Remember that this doesn't just impact you, but everyone involved. So, take a deep breath and remain calm, even if things don't go as planned.

Keep in mind that nothing is permanent and approach the situation with an open mind. Throughout the process, try to identify how the unexpected events that arise may help you achieve your goals.

#2 Plan ahead

Breathe in…

 

What steps should be taken in advance? It is important to plan as comprehensively as possible. Allocate sufficient time to organize all aspects of the trip, including bureaucratic requirements such as booking flights, accommodations, visas, and obtaining necessary approvals. Additionally, plan out the daily itinerary of the visit in order to maximize the benefits for both you and the client.

#3 Supplies
For less surprise 

Equipment is a crucial component that must be considered, including what to bring and what the client can provide. It's also essential to consider what items make sense to bring on the plane versus what can be purchased at the destination. This includes peripheral equipment such as cameras for recording, speakers, projectors, and more.

#4 Plan smart
…Breathe out

It's not a simple task and it's easy to forget, but it's important to factor in rest time for both yourself and the employees you're visiting. When planning activities, make sure to account for this. I like to call it "taking your time."

Rest breaks, lunch breaks, and even leisure activities like going to Zara or taking a walk in the park near the hotel can be enjoyable, refreshing, and help you arrive focused for the next day.

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#5 Goal alignment

Product, R&D, UX

 

To prepare for your trip, the first step is to align the various aspects of your company, specifically the purpose of the trip. While it may seem obvious, in my experience, until we engaged in extensive conversations with product people, management, and key individuals in development, the trip's goals were not uniform.

Furthermore, until we documented the objectives, we were unable to identify gaps between team members. Whether it's done through Miro, PowerPoint, or a whiteboard in the office, it's important to use a tool accessible to all involved.

In conclusion, it's essential to communicate, write down, and align the goals of the trip to ensure that everyone is on the same page.

#6 Openness

With your client/s

One of my team's wonderful researchers, Danit, taught me a wise saying that has proven true time and time again: "You catch more flies with honey." The meaning is that it's easier to convince others with polite requests and a positive attitude, rather than making rude and negative demands.

This principle is also relevant when convincing team members and management to support the visit, as well as when "selling" the client on the benefits of the event. This brings me to the next point: be open about the goals of the visit with the client. Share as much as possible without compromising the company's interests or confidentiality. Present the work plan, the goals, and what the client can expect during the visit, including the time that workers will be investing in the project.

It's important to do this as far in advance as possible and make the client feel like a part of the process rather than an outsider being diagnosed. Remember, clients are people too with their own work, lives, and families, so plan wisely.

#7 Little failures
Be open-minded

Once you have meticulously planned and organized your agenda, it's important to remember that it's not set in stone. While sticking to the plan is commendable, it's also essential to be flexible and adaptable to unexpected situations. For instance, if you couldn't interview all the 15 employees you initially planned, that's perfectly okay. You could use that time to make observations, speak to senior managers or engage in other productive activities.

It's essential to anticipate and prepare for contingencies by having a Plan B for as many scenarios as possible. In our case, our original plan was to conduct a multi-day workshop with the company's employees. However, after the first day of the workshop, the team leader thanked us and took over the reins. We adjusted our approach, improvised, and continued with a positive attitude.

In summary, unexpected events are bound to occur, and it's crucial to stay prepared and adaptable.

#8 Troubleshooting
Turn away and slam the door

Technical issues can be a major inconvenience during interviews and meetings, so it's important to have a solution prepared in advance. In our experience, when attempting to record interviews and meetings in real-time, we encountered various glitches with the tool we were using, which ultimately failed to record the content. Fortunately, we had a handwritten record of each meeting. To avoid such issues, ensure that someone is taking notes during meetings. If you need to record the interviewee's face, consider setting up an additional camera in the room. It's best to be prepared for technical failures, so bring a laptop charger, check for a stable network connection, or consider using a mobile hotspot... or a pencil with some paper!

#9 Rely on your colleagues
After picking the accurate ones

Good communication and relationships with your travel team members are essential for a successful trip. It's important to select team members whom you can rely on to take charge when necessary and provide support during challenging times.

#10 Improvisation
...

Earlier, I mentioned the importance of improvisation, and it deserves its own section. Improvisation is an enjoyable aspect of the programs we develop. With many variables involved in the process, it's pointless to try and control everything. Therefore, come prepared with as many ideas as possible and go with the flow.

#11 You're an a... Ice Breaker
Dream maker

Ice breakers can be a valuable asset for any startup. They serve to create a sense of unity and focus among those present, whether it's a group of new acquaintances or the start of a new day. I highly recommend incorporating activities that allow for movement within the space, rather than simply sitting and staring at screens. This is especially helpful for those who are not morning people, as it can provide a pleasant way to wake up before diving into more serious activities. Take advantage of the fact that you are all physically present in the same room to make your dreams and plans a reality. Additionally, going out to dinner together can be an excellent ice breaker if it is appropriate and feasible.

#12 Let it go
Can't hold it back anymore!

Recognize when to relinquish control. Sometimes, even with your best efforts, there may be an individual who is not willing to cooperate. In these situations, it may be better to accept the situation and focus on what is achievable. While you may want to persist and try to work with the individual, it's crucial to understand that not everything can be accomplished at any cost. It's essential to remember that there are other individuals involved, and it's necessary to ensure that the entire process isn't affected by one person.

#13 Let it go #2
Turn away and slam the door

Traveling to a customer can consume a significant amount of time, such as a full work week. Meanwhile, things are still happening in both the Israeli and American offices. My advice is to remove any non-essential tasks from your schedule and notify those who require it that you will be unavailable during the trip. This will reduce stress and workload, allowing you to focus. No need to create unnecessary chaos, just update everyone ahead of time.

#15 Methodological workarounds
Focus group vs. 1:1 interviews

During the trip, we faced exhaustion after conducting 13 interviews and realized we needed to find a solution. So, we decided to switch to a focus group with fewer participants to ensure that we had enough time to talk with the various employees on site. Instead of abandoning the conversations, we recognized an opportunity to implement a different methodology, which proved to be effective and efficient, allowing us to move forward. While I won't go into the specifics of the differences between interviews and focus groups, this workaround enabled us to achieve our goals in a practical and impactful way.

#16 Smize

Smile with your eyes

My final advice for you is to always wear a smile and be pleasant.

Smiling can actually help reduce the negative impact of stress on the body, and it can also affect the way we speak and our tone. By smiling during a conversation, you can create a more pleasant atmosphere and make interpersonal communication easier.

Contextual Inquiry
my 2 cents

TL;DR: prepare for the unexpected

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