SME's: How to use Subject Matter Experts in your Process?

Finding cost savings in using Subject Matter Experts in the Product Design Process

Subject matter experts (SMEs) play a critical role in many industries, including product development, research, and training. I wanted to share some ways my design team has used SME's to bring a deep level of knowledge and expertise to our product design and rely on them provide guidance, advice, and support in our process.

Tip #1 - Engage SMEs right away

Before beginning your research plan, identify and acquire a SME to interview. Understanding their personal perspective and depth of knowledge will help you identify in what areas they will be useful in your design process.

First, identify the area of expertise that you need help with, such as a specific industry, product, or technology. This will help you to narrow down your search for a SME.
Research the relevant field or industry to see who is considered to be an expert. Look for articles, books, and reports written by experts in the field, and take note of the authors and their credentials.
Reach out to your professional network to see if anyone knows a SME in the field you are interested in. LinkedIn, professional associations, and online forums can be good places to start.
SMEs are often invited to speak at conferences and events, so look for opportunities to hear them speak and learn more about their expertise.
SMEs are often recognized for their expertise and contributions to their field, so look for awards and recognition that they have received.
Once you have identified a SME, reach out to them to see if they are available to help with your project. Explain your project and what you need help with, and ask if they would be willing to work with you.

Tip #2 - Conduct deeper research

As you start to plan your research have your SME help you identify your customers needs, behaviors and motivations. They can provide valuable insights into your target audience, paint points as well as opportunities. You can involve your SMEs in focus groups or even running them through your cohorts to ensure you covered all of your cases. I always like to run the SME's guidance through research studies to validate these assumptions. SMEs are humans too, with personal preferences or assumptions. You can use qualitative and quantitative direct research to help validate a model of results.

Tip #3 - Subject matter requirements

I like to use SMEs to help write business requirements. After synthesizing the research I like to review the research findings with the design team and the SME. Incorporating their insights into the business requirements helps get the design team aligned with the customers needs and helps eliminate any misinterpretation of the data.

Tip #4 - Incorporate feedback

After the design team has come back with a direction and proposal; as part of the testing and validation processes I find it helpful to run the SME through the experience incase there were any parts of the experience; whether it UI, functionality, copy; that might be confusing for the user. Regular feedback sessions can be used to identify potential design challenges, product improvement opportunities, and other areas where SMEs can contribute valuable expertise.

Lastly - Maintain collaboration

Building and maintaining a SME as a trusted part of your design process will enhance the quality and relevance of your research and provide greater value to your stakeholders. Designers can design with more confidence, clarity and understanding; thus moving more quickly through the design process.

SMEs should serve your team as a never-ending source of knowledge, insights, and advice. That’s why it is CRUCIAL to choose not only the most experienced partner but also a people person to combine substantive requirements with your design teams natural intuition.