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

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As companies' UX offerings mature, so too do the capabilities, offerings and value it can bring to the product team. In this session, Duaa explores the approach to building out the UX function at Square banking, demonstrating how to take control over the growth and interaction between other disciplines that ensures you maintain control over the process, build a better understanding and ultimately get the best outcome for all.

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

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: Where we will focus
Square Banking
Mid Size team
(2-5 researchers)

1. Roadmap
2. Research Intake Form
Where do we start?

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

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

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

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

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Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction. This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.

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Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg Dear Dr. Kornbluth and Mr. Gorenberg, The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation. This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or unwillingness to rectify this violation through action requires accountability. Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots. The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee. • The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act. • The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X. • The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202

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

1. STANDARDIZING UX RESEARCH OVERVIEW & BEST PRACTICES

2. 01 02 03 04 05 06 Outline Intro Why talk to users? Stages of UX Teams UX at Square banking Standardizing processes Q&A

3. Basic research is about talking to users. Everyone should be empowered to talk to users

4. Talking to a user

5. Understanding a user needs goals and behaviors

6. Understanding a users pain-points and addressing them

7. 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

8. Where you want to be and where it’s okay to be…

9. Stages: Fully Embedded Researchers Sole Researcher Mid Size team (2-5 researchers)

10. Stages: Sole Researcher

11. Stages: Where we will focus Square Banking Mid Size team (2-5 researchers)

12. 1. Roadmap 2. Research Intake Form Where do we start?

13. Research Intake process

14. Scope Prioritize Align research roadmap with product roadmap Meet with Stakeholders

15. Stakeholder Alignment Process Meet with Stakeholders

16. How do Intake forms fit into planning? Why an intake form? How is it utilized? What is the outcome? Meet with Stakeholders

17. Inputs to consider when scoping a project

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. Defining Level of Involvement Guidance/ Partner Full-Service Consult/Self Serve Prioritize

25. How does this work in practice?

26. 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

27. Scope Prioritize Meet with Stakeholders Case Study: Square Banking Purpose Timeline Level of Involvement Company priority Priority Matrix

28. Guidance/ Partner Full-Service Consult/Self Serve Scope Prioritize Meet with Stakeholders Case Study: Square Banking

29. Impact and approach of research Desk Research/Literature review Question Prioritizing Workshops Seller Interviews

30. Other practices to build out

31. 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

32. 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

33. Advocating for Research through Research Findings Research Newsletter Research Readouts Research Decks Research Repository

34. Stages: Fully Embedded Researchers

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