Implementing a Scalable UX Research Process in an Established B2B Enterprise Company
A longstanding B2B enterprise company, after years of market operations, recognized the necessity of user experience (UX) research to maintain and expand its competitive edge. Despite its growth and industry presence, the company had not institutionalized a robust mechanism to support UX research. The challenge was not just about establishing UX processes but also about convincing internal stakeholders of its significance.
The Challenge:
Cultural Shift: The company had operated for decades without prioritizing UX research. This necessitated not just the introduction of new processes, but also a shift in corporate culture.
Logistical Complexity: As an enterprise that had scaled considerably, navigating its vast operational landscape was no easy feat.
Collaborative Approach: Establishing UX research processes required collaboration with diverse teams like legal, customer relationship, product, and more.
Solution Strategy:
Given the scope and nature of the challenge, the following was my approach:
Evangelizing UX Research: Initiatives were launched to educate internal stakeholders on the importance of UX research. Workshops, internal presentations, and success stories from other companies were showcased to underline its importance.
Operationalizing Project Intake: A structured mechanism was introduced to channelize UX research requests. This ensured that all projects underwent a UX evaluation, irrespective of their departmental origin.
Setting a Recruiting Process: To ensure that the right users were part of the research, a standardized recruitment process was established. This not only streamlined the selection of participants but also ensured that the research was grounded in real-user insights.
Participant Panel Creation: To facilitate ongoing UX research, a panel of participants was created. This repository of users ensured that the company did not have to start from scratch for every new research project.
Regular Feedback and Iteration: As the UX research processes were rolled out, feedback was actively sought. This iterative approach helped in fine-tuning the processes and making them more effective.
Collaboration is Key:
One of the standout aspects of this implementation was the close collaboration between different teams. The legal team ensured that all research was compliant with regulations. The customer relationship team was pivotal in identifying potential participants, and the product teams provided invaluable context on the nature and scope of products being evaluated.
Outcomes:
Increased Awareness: The company witnessed a noticeable increase in the recognition of the value of UX research as noted by PM’s appreciative messages sharing thanks for clearer processes.
Scalable Research: With established processes, the company could undertake multiple UX research projects simultaneously, catering to different products and services.
Richer Insights: Having a participant panel meant that the company could quickly derive insights without considerable lead times.
Efficiency: With structured intake and recruiting processes, projects were turned around faster, leading to quicker insights and product iterations.