User Experience Design

CHAPTER 30USER RESEARCH PROGRAM PLAY: How do I run an effective research program?

Information is power, and the more specific the information, the lower the risk. The user research program play provides a framework for ensuring that the right mix of user insights is being collected to drive innovation, help your organization avoid risk, and deliver valuable products that consistently resonate with your users.

Why Do You Need a User Research Program?

This play allows your business to:

• Solve today’s users’ needs while simultaneously discovering future opportunities;
• Gather the intelligence to create products that resonate with your users;
• Diversify data sources to bring visibility to user and business needs and priorities;
• Empower teams to make informed business and design decisions;
• Align teams on where to focus and prioritize their resources.

Who are the key players in the User Research Program play?

ROLE	WHO’S INVOLVED	RESPONSIBILITIES
DRIVER	Experience strategist	Catalyze a research mindset; Orchestrate and govern research efforts; Ensure insights are communicated across the organization.
CONTRIBUTOR	User experience researcher	Design experiments ...