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Standardising UX: A Roadmap for Success by Duaa Gettani, Senior UX Researcher, Square

The document outlines best practices for standardizing UX research, emphasizing the importance of engaging with users throughout the product development cycle. It details various stages of UX teams, the research intake process, and effective communication with stakeholders to prioritize research efforts. Additionally, it highlights various types of research, such as foundational, generative, and evaluative, along with practical examples and templates to enhance the research toolkit.

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STANDARDIZING UX RESEARCH OVERVIEW & BEST PRACTICES
01 02 03 04 05 06 Outline Intro Why talk to users? Stages of UX Teams UX at Square banking Standardizing processes Q&A
Basic research is about talking to users. Everyone should be empowered to talk to users
Talking to a user
Understanding a user needs goals and behaviors
Understanding a users pain-points and addressing them
Research can be engaged at any point in the product development cycle Foundational Projects Builds our understanding of people and the problem space Generative Research Focused more on the solution space than people’s context Does our solution solve the problem, and how could it be even better? Evaluative Research Discovery Define Refine Launch
Where you want to be and where it’s okay to be…
Stages: Fully Embedded Researchers Sole Researcher Mid Size team (2-5 researchers)
Stages: Sole Researcher
Stages: Where we will focus Square Banking Mid Size team (2-5 researchers)
1. Roadmap 2. Research Intake Form Where do we start?
Research Intake process
Scope Prioritize Align research roadmap with product roadmap Meet with Stakeholders
Stakeholder Alignment Process Meet with Stakeholders
How do Intake forms fit into planning? Why an intake form? How is it utilized? What is the outcome? Meet with Stakeholders
Inputs to consider when scoping a project
Purpose Why are we doing this? What do we want to know? Where are we in the product development cycle? How will we use this? Scope
Purpose Why are we doing this? What do we want to know? Where are we in the product development cycle? How will we use this? Company priority Who is involved? Low, medium, high company priority Scope
Purpose? Why are we doing this? What do we want to know? Where are we in the product development cycle? How will we use this? Timeline? When do we need to know this by? Company priority Who is involved? Low, medium, high company priority Scope
Purpose Why are we doing this? What do we want to know? Where are we in the product development cycle? How will we use this? Timeline When do we need to know this by? Level of Involvement How much research support is required? Company priority Who is involved? Low, medium, high company priority Scope
Purpose Why are we doing this? What do we want to know? Where are we in the product development cycle? How will we use this? Timeline When do we need to know this by? Level of Involvement How much research support is required? Priority Matrix How does this fit in the priority matrix? Company priority Who is involved? Low, medium, high company priority Scope Level of consideration
Problem Clarity: High Defining involvement can be impacted by this priority matrix framework Problem Clarity: Low Risk: Low Risk: High DESIGN HEAVY RESEARCH HEAVY RESEARCH LIGHT SHIP IT AND MEASURE IT Prioritize
Defining Level of Involvement Guidance/ Partner Full-Service Consult/Self Serve Prioritize
How does this work in practice?
Scope Prioritize Meet with Stakeholders Multiple teams want to better understand the needs, perceptions, and Jobs to Be Done of Upmarket sellers as it pertains to Banking Case Study: Square Banking
Scope Prioritize Meet with Stakeholders Case Study: Square Banking Purpose Timeline Level of Involvement Company priority Priority Matrix
Guidance/ Partner Full-Service Consult/Self Serve Scope Prioritize Meet with Stakeholders Case Study: Square Banking
Impact and approach of research Desk Research/Literature review Question Prioritizing Workshops Seller Interviews
Other practices to build out
Take advantage of low hanging fruit and tactical research Does our solution solve the problem, and how could it be even better? Evaluative Research Discovery Define Refine Launch This space can be just as impactful as the foundational and generative space
Research Templates: Expand Research Toolkit Document New Processes: Onboard Research Tools and Vendors: Standardized Survey Questions Bank Research Plan/Research Brief Discussion Guide Notetaker template Notetaker Sign up Sheet Recruitment Tools Diary Study Platforms Survey Tools Qual & Quant Partners Best Practices Docs NDAs/Recruitment Process
Advocating for Research through Research Findings Research Newsletter Research Readouts Research Decks Research Repository
Stages: Fully Embedded Researchers