More Than Just Methods: The Impact and Evolution of Design Research Teams
Increasingly, companies rely heavily on data & analytics to understand their customer, while often tightening the belt on traditional research costs, yet still aiming to bring User-Centered Design into all aspects of a company and culture. Minimal cost and effort with maximum results is the goal.
Research teams with a foundational knowledge and application of generative and evaluative methods to inform design is not enough. An experienced Research team will know how to optimize knowledge and insight derived from single initiatives toward broader impact. In addition, there are new players in the mix, who bring an added lens to the customer experience – through evaluation of trends, data analysis and predictive modelling. A skilled Research team; experts at relationship building, and proficient at curating multiple data sources to form a holistic understanding of an experience will know how to leverage these partnerships and connect the dots. Design Researchers are optimally positioned to take on a leadership role in breaking down company silos and bringing a story that resonate throughout the enterprise, enabling informed decision making.
This talk will outline a few research program initiatives that create new channels to gather and distribute customer understanding for larger impact. It will also highlight critical competencies that not only refresh and evolve the Design Researcher role as a strong voice in a data driven corporate environment, but as a leader in driving a customer centric culture.