Summary
When research is siloed it can lead to duplicative research of variable quality. In this talk, Andy explores the benefits (and challenges) of having a unified research & insights function, based on his experiences leading teams at Airtable, Instagram, and Dropbox. Further, Andy presents practical strategies to align diverse insight-generating functions, offering guidance even in situations where forming a unified team may not be possible. Through a detailed examination of real-world scenarios and Andy’s professional journey, attendees will gain valuable lessons and recommendations aimed at fostering a cohesive and effective research ecosystem.
Key Insights
-
•
Organizations often operate in silos, causing issues like duplicative research and low research quality.
-
•
Everyone in the organization engages in some form of research, blurring the distinction in quality and rigor.
-
•
Research democratization should be reframed as enabling customer connections rather than teaching research methods.
-
•
Creating awareness of ongoing research projects can prevent redundancy and enhance collaboration.
-
•
Establishing a unified insights function leads to a coherent voice in customer insights across departments.
-
•
Research reviews can significantly improve quality and awareness of research efforts throughout the organization.
-
•
Insight primers synthesize important insights aligned with company strategy, helping guide decision-making.
-
•
Insights councils improve collaboration and reduce duplicative work across different research functions.
-
•
Budgetary and organizational challenges can complicate the establishment of a unified insights team, necessitating strategic planning.
-
•
Engaging executives early and demonstrating the value of a unified insights function is crucial for success.
Notable Quotes
"I felt lonely... often because I feel like I'm working in a silo."
"To quote Bill Buxton, does the fact that you can count the change in your pocket make you a mathematician?"
"We want to hear from the data scientists... but it's all coming over the side."
"Having built UX research teams at Google and Instagram, this is what I set out to do when I joined Airtable."
"Customer connection is more critical than research democratization."
"We were the arbiters of research craft."
"We have to create awareness of what each insight journey function is working on."
"When I joined Dropbox, I spoke to executives about the benefits of a unified insights team."
"Research is merely a means to an end. You're doing it for the company and the customer, not empire building."
"Start small, pick your closest collaborator, provide and prove value before trying to scale."
More Videos
"Designers are mutants, bridging gaps between disciplines."
John MaedaMaking Sense of Enterprise UX
June 9, 2016
"Thinking styles are not horoscopes, they're not universal things."
Indi YoungThinking styles: Mend hidden cracks in your market
January 8, 2025
"Measuring the wrong success indicators can stifle progress and growth."
Chris ChapoData Science and Design: A Tale of Two Tribes
May 13, 2015
"The creation of trust leads to better communication tools."
Elizabeth ChurchillExploring Cadence: You, Your Team, and Your Enterprise
June 8, 2017
"We faced challenges as individuals like human connections and networking."
Rusha SopariwalaRemote, Together: Craft and Collaboration Across Disciplines, Borders, Time Zones, and a Design Org of 170+
June 9, 2022
"Not every project needs a response, nor does every RFP need a proposal."
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"It's our capacity to be robust under conditions of enormous stress and change that will keep us resilient."
Ariba JahanTeam Resiliency Through a Pandemic
January 8, 2024
"Design can help create a better world by fostering empathy and collaboration."
Julie Gitlin Esther RaiceDesign as an Agent of Digital Transformation at JPMC
June 9, 2021
"We should help our users follow a process and understand what could be useful for us and why."
Matteo GrattonCan Data and Ethics Live Together?
October 1, 2021
