Democratising UX: how to spread user research education and insights throughout your organisation With demand for UX insights within organisations outstripping the capacity of UX teams to deliver research, there is a growing need for greater UX knowledge and capability across different functions within businesses. But how do you spread user research beyond the walls of your UX research team? What is the value of everyone having access to UX insights—or having the ability to run research themselves? On 26th March, we gathered a range of speakers to share their successes, challenges and expert advice around democratising UX. Learn from a variety of different perspectives on the topic, and have the opportunity to share your own experiences with the community. In this presentation, Booking.com's Soma Ray and Stephanie Agotborde talks about making research a UX team sport and addressing user needs at speed and scale.

1. Making Research a UX Team Sport
Addressing user needs at speed and scale
Soma Ray, Stephanie Agotborde
Booking.com

6. Ownership
Silo
Nonstandard
Quality
Unclear
Expectations

7. Planning SharingExecuting

8. Animated Collage of research activities in Booking

9. Stephanie Agotborde Soma Ray
User Researcher
Booking.com
User Researcher
Booking.com

11. Form
Perform
Transform

12. Form
Perform
Transform
What and Why
should we research?

13. Form
Transform
How to research
self served or assisted
Perform

14. Form
When and What
insights to apply to product
Perform
Transform

15. New hire education
Trainings
UX peer education
Tools and Tech

16. Self led research
Guided research
1:1 guidance
Insights
Sharing
Design sprints
Templates and
guidelines
Tools and Tech
New hire education
Trainings
UX peer education
Thematic representation only. Not original content

17. Form
for team

18. Form
for researcher

19. Perform
for team

20. Perform
for researcher

21. Transform
for team

22. Transform
for researcher

23. Research is not a monolithic process
Research is iterative and surfaces throughout the product
lifecycle. Approaching research in phases allows for defined
roles and responsibilities, fluid ownership through the stages,
and a keen eye on quality outcomes.

24. 60
17
10
Trained Designers
Trained Copywriters
Trained PMs
The data on this slide is approximate.

25. It was great to get hands on
using the tool, get feedback
from researchers about the
test plan and get to know
more insights about use of
the tool based on people's
experiences.
Using the journey cards
helped us to identify the
policy problem end to end
and helped to collaborate
with other teams to solve
the customer’s frictions in a
holistic way.
As a copywriter I found it
particularly helpful to be
able to pair up with a
designer and both of us
benefited from the others
input which is great. The
templates and guidelines
provided will be definitely
useful during my next
researches.

26. 30Researchers
370Projects | 2018
The data on this slide is approximate.

27. Thank you.
soma.ray@booking.com
Thank You!
stephanie.agotborde@booking.com
somaray
stephanieagotborde
Images sourced internally and from unsplash.com