Mike delves into Reed's ongoing and dynamic research program, which serves as the foundation for all product and design initiatives within the organisation. He shares how they enable continuous deep research by democratising user research in product teams and creating a regular cadence. This then allows the centralised UX research team to take on larger, more complex and strategic research initiatives. In this session you’ll learn how they’re: Enabling constant research in product teams Planning for agile processes Demonstrating research value Prioritising larger initiatives Communicating research for highest impact Through these strategies, Mike and his teams have successfully created an environment where innovation, based on deep user knowledge, is at the forefront.

1. Continuous Research
to Enable Product Teams
Mike Brown UXDX EMEA 2023

2. Continuous Research Mike Brown UXDX 2023
“We don’t have
enough
researchers”
“We don’t have
time for user
research”
“We don’t have
budget for
user research”
“What’s the
value of user
research?”

3. Continuous Research Mike Brown UXDX 2023
INTRODUCTION

4. Continuous Research Mike Brown UXDX 2023
● Low UX maturity
● Not much user research, or using wrong
methodologies
● Product decisions based on analytics only, or
stakeholder opinions
● But a hard-working, enthusiastic design team
INTRODUCTION
Previously

5. Continuous Research Mike Brown UXDX 2023

6. Continuous Research Mike Brown UXDX 2023

7. Continuous Research Mike Brown UXDX 2023

8. Continuous Research Mike Brown UXDX 2023

9. Democratising
Research
“We don’t have
enough
researchers”

10. Continuous Research Mike Brown UXDX 2023
● Product Teams plan and conduct research
● UX Researchers facilitate and support
● UX Researchers own larger, strategic pieces
Democratised Research
DEMOCRATISE VALUE
BUDGET SPEED

11. Continuous Research Mike Brown UXDX 2023
DEMOCRATISE VALUE
BUDGET SPEED
%
YEAR ON YEAR
UX RESEARCH
INCREASED

12. Buy-in and Budget
“We don’t have
budget for
user research”

13. Continuous Research Mike Brown UXDX 2023

14. Continuous Research Mike Brown UXDX 2023

15. Continuous Research Mike Brown UXDX 2023
● Company OKRs
for research
Built into Strategy
VALUE SPEED
DEMOCRATISE BUDGET
Photo 205474676 © Stepan Popov | Dreamstime.com

16. Continuous Research Mike Brown UXDX 2023
● All our research is available to the whole
business in our Research Library
● We seek every opportunity to share and
present our results
Constant communication
VALUE SPEED
DEMOCRATISE BUDGET

17. Demonstrating Value
“What’s the
value of user
research?”

18. Continuous Research Mike Brown UXDX 2023
UX / User Research ROI
Founders attended usability
classes at Stanford University
Funded online customer experience
over advertising 100:0
Attributes UX for taking them from
near-failure to value of £130 Billion
Sources: Zendesk, Forbes, Walker Consulting
of customers would switch
to a new brand after
one bad experience
50% By 2020, CUSTOMER
EXPERIENCE was expected to
overtake price and product as the
MOST IMPORTANT
BRAND DIFFERENTIATOR
Intentional and Strategic User
Experience design can raise
conversion rates by up to
400%
SPEED
DEMOCRATISE BUDGET VALUE

19. Continuous Research Mike Brown UXDX 2023
“Before we can identify the right UX success,
problem-value, and progress metrics,
we must know what our key UX outcomes are.”
Jared Spool

20. Continuous Research Mike Brown UXDX 2023
Image created by DALL-E 3
The path not followed

21. Continuous Research Mike Brown UXDX 2023
MINIMUM
LABOUR SAVINGS:
1 DAY OF TESTING PREVENTED
2 WEEKS OF WASTED DEVELOPMENT

24. Plan for speed
“We don’t have
time for user
research”

25. Continuous Research Mike Brown UXDX 2023
● Rotating weekly testing schedule
● Each product area, each month minimum
● Planning a month ahead
using roadmaps and backlogs
Research Schedule
DEMOCRATISE VALUE
BUDGET SPEED

26. Continuous Research Mike Brown UXDX 2023
● We can quickly recruit our own end-users
● Business customers take more time
● With forward planning, we have quality
participants ready to go
Recruitment is key
DEMOCRATISE VALUE
BUDGET SPEED

28. Continuous Research Mike Brown UXDX 2023
Built for Agile
● We can plan, research, analyse and act within one sprint
DEMOCRATISE VALUE
BUDGET SPEED

29. Continuous Research Mike Brown UXDX 2023
● We complete UX Research every week, using
wide range of methodologies
● Business now expects, and demands UX Research
● All major Product and Design decisions are
based on data and research
● We deliver research fast, within agile
frameworks, alongside larger, strategic pieces
Now
Image created by DALL-E 3

30. Where next?

31. Continuous Research Mike Brown UXDX 2023
● Completing both for each round of research
● Range of methodologies
● Increases stakeholder buy-in
Qual and Quant together

32. Continuous Research Mike Brown UXDX 2023
“You won't lose your job to AI,
but to someone who uses AI
better than you do.”
Jakob Nielsen
Image created by DALL-E 3

33. Continuous Research Mike Brown UXDX 2023
Key Takeaways
DEMOCRATISE
RESEARCH
• Product Research conducted by
Product Designers and Teams
• UX Researchers facilitate and
support, then own larger,
strategic pieces
GAIN BUY IN
AND BUDGET
• Clear UX Research processes
• Ensure UX and Research are
represented in business strategy
• Constantly communicate results
DEMONSTRATE
VALUE
PLAN FOR
SPEED
• Plan research ahead, using
schedules and roadmaps
• Recruit properly ahead of time
• Deliver results within Agile sprints
• Determine UX outcomes, to
effectively measure UX value
• But value of research in minimising
risk, can be constantly measured
and communicated

34. Thanks!
Mike Brown www.linkedin.com/in/mikeabrown1