Empowering Fintech Teams with Customer-Centered UX Research Practices
Background: A 25-year-old financial company recognized the need to adopt customer-centered practices to stay competitive in the rapidly changing fintech industry. They empowered their teams to engage with customers at every stage of product development, driving innovation and enhancing satisfaction.
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Many team members lacked formal training in user experience (UX) research methodologies, hampering their ability to connect with customers and derive meaningful insights effectively.
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Encountered some platform adoption and training challenges in implementing and utilizing UserTesting.com effectively, leading to its underutilization.
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Team members struggled to translate user insights into actionable product backlog items and gain leadership buy-in, highlighting the need for coaching and support in applying research findings to decision-making.
Approach
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1. Hackathons and CX Research Labs
Leveraged hackathons and CX Research labs as interactive platforms to drive early adoption of the Usertesting.com platform. These events provided hands-on experience with the platform, allowing teams to explore its capabilities while conducting real-world research activities.
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2. Establishment of the UserTesting.com Admin Guild
Founded a cross-functional leadership group, the UserTesting.com Admin Guild, comprising representatives from the UX, Product, Marketing, SEO, and Consumer Insights teams. The guild focused on developing governance and best practices for effectively leveraging the Usertesting.com platform, ensuring alignment and consistency across departments.
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3. Development of an On-Demand Training Program
Created an on-demand training program using the Usertesting.com Jumpstart series for individual contributors to conduct user tests. The program provided self-paced modules on platform navigation, test setup, participant recruitment, and data analysis. This fostered continuous learning and skill development.
Outcomes:
Through strategic initiatives, the organization successfully promoted the adoption of the Usertesting.com platform, enabling teams to conduct user research effectively.
The UserTesting.com Admin Guild facilitated the establishment of standardized practices for platform utilization, driving efficiency and effectiveness in research efforts.
The on-demand training program empowered individual contributors to enhance their skills in conducting user research, fostering a culture of continuous learning and professional development across the organization.