Scaling Research

Overview

The concept of democratization, or the involvement of non-researchers in research, is frequently debated in the product research field. However, it is important to recognize and improve the quality of research conducted by these individuals rather than ignoring it. During my time at the company, I focused on scaling research efforts by creating a research repository, establishing a research roadmap, leading an Exposure Hours KPI, and managing the UXR tools budget.

Background

• When I joined, the company was in an Early stage of research maturity.
• Most user research consisted of haphazard customer interviews and scrappy unmoderated usability tests.
• Many employees had little exposure to customers.
• The number of product people increased from around 10 to more than 30 during my time at the company.

Action

• I created a research repository in Dovetail with structured templates for common research methodologies and workshops, a co-created global tagging taxonomy, onboarding materials, and an FAQ for new hires.
• I created a research roadmap to align with business strategy and provide visibility to the right stakeholders.
• I led a journey mapping workshop to generate a foundational map for how we support people in their homeowner/buying journeys.
• I led the Exposure Hours KPI, resulting in an average of 50% exposure for R&D to our users' experiences.
• I presented the importance of user research and the skills of listening deeply.
• I managed the UXR tools budget to ensure the team had the right tools. (Lookback, UserInterviews, UserTesting, FullStory, Dovetail)

Outcome

• Within the first year of the repository's launch, we had created 47 projects, 5,862 highlights, and 117 insights.
• Confidence in conducting research improved, communication about ongoing research improved, and findings were more widely shared to create teams of missionaries rather than mercenaries.
• One of my highlights was watching a team of engineers present user findings, problems, solutions, and how they’re helping people to be more successful to the entire company!