Unifying user research practices for richer insights
Background
Our client's store testing unit aimed to improve its research approach to evaluating the feasibility, scalability and rapid learning of R&D innovations.
In order to determine which innovations will stick, extensive and intensive field research was required.
Client's Team
We collaborated with the corporate R&D team of a major beverage company, addressing challenges in scaling service systems, testing new food technologies, and conducting field research with untrained store-level staff nationwide.
Our Team
Our team of Institute of Design students collaborated on research, industry benchmarking for research and innovation, and strategy, engaging with the client.
Untrained research staff need clear guidance and training in design research methods, tools, and frameworks to effectively conduct and validate field research delegated by the store testing unit.
This presents a challenge: to develop a more cohesive understanding of best research practices, untrained research staff must learn how and when to use research tools effectively.
To achieve its research objectives, the research staff must possess a robust understanding of design research methods, tools, and frameworks.
The research staff needs proficiency in navigating complex data and bridging the gap created by the absence of a formalized qualitative research process.
The untrained research staff had diverse skills, but struggled with a lack of a common research strategy and ambiguity around methods and when to use them.
While the team benefited from diverse backgrounds, they had varying degrees of skill and their research approach was inconsistent.
The client's lack of standardized training on design research tools was compounded by their scattered workforce and varied methods, due to differences in design and research experience.
The absence of research guidelines also hampered their ability to effectively utilize design research tools.
The transformation unit aimed to gather richer insights and democratize the use of human-centered design (HCD) methods, establishing itself as a learning and feedback hub to elevate innovation standards across the company.
Our shared goal was to provide enhancements in research innovation practices, streamline training, and achieve improved research insights for experienced researchers and novices alike.
Upon achieving a uniform understanding of these tools, both seasoned researchers and untrained staff will navigate field research with greater ease.
We identified the need for a unified framework to serve as a comprehensive peer learning tool that would help improve the quality of data gathered.
Solution
We created Research Select, a streamlined toolkit for field research designed to enhance learning and sensemaking by addressing gaps in research education and experience.
Our toolkit empowers untrained research staff with structured frameworks for effective research and better insights.
Our team worked with the client to create Research Select, a design research and sense-making toolkit. It equips anyone within the organization to systematically match research tools with objectives.
The research tool assists researchers in clearly identifying the space, phase, and focus of the research challenge. It aids in the decision-making process by selecting the appropriate methods, frameworks, and activities to conduct their research.
Our comprehensive solution enables untrained research staff to effectively select optimal research methods and frameworks, leading to better data.
Simplifying and streamlining research enables untrained research staff to pick the best method and enhance research efficiency.
The toolkit equips the research staff with the ability to pinpoint and implement the best research methods and frameworks, ensuring that each study is meticulously tailored to its unique objectives.
By streamlining the decision-making process and aligning research activities closely with specific requirements, the toolkit significantly enhances the quality and applicability of the insights obtained.
We created a customizable and expandable set of tools and activities, enabling the client's research to become future-proof and nimble.
The tools and activities we created provide a structured approach which the transformation unit can follow to adapt and expand their library of research tools.
By creating 18 ready-to-use research activities accompanied by detailed how-to guides, these tools establish an expandable foundation for ongoing research improvement, ensuring accessibility and usability for individuals of any skill level.
The toolkit’s modular architecture allows for the integration and personalization of new tools and frameworks, adapting to evolving research demands.
Impact
The Research Select toolkit has become essential in the transformation unit. Senior leadership now facilitates weekly sessions to evaluate and refine research methods based on peer feedback.
Our toolkit drives innovation and continuous improvement in methodologies and collaborative learning.
Our project transitioned the research process from using general roundtables to human-centered design focus groups, significantly enhancing qualitative research engagement and insights.
Expanding on this foundation, the transformation unit is developing and refining focus group frameworks to further the organization's commitment to evolving its research methodologies.
Process
Research Approach
Over 14 weeks, we developed and executed a comprehensive research plan culminating in a toolkit for the store testing unit to benefit from.
Weeks 1-5
Interviews
Interviewing key staff and design research leaders led to an investigation into other companies' techniques to identify best practices in human-centered design and strategies for scaling them. Research revealed that untrained staff and novice researchers often lack knowledge of human-centered design, leading to a gap in customer-focused research.
Weeks 10-11
Presentation & Facilitation
We engaged end users through collaborative prototyping and facilitated Research Select with the Store Testing Unit at their corporate headquarters, using a facilitation call to gather feedback and secure buy-in.
Think Ahead
We created a self-reinforcing system where research tools improve through continuous use, feedback, and updates.
As research is conducted, feedback continuously improves the quality of the tools and the researcher experience.
We developed an ecosystem of human-centered design tools, including a choice-making framework, cheat sheets, 18 ready-to-use frameworks with how-to guides, 5 overview sheets for research methods, and 5 examples of common research methods with real-world applications.
These assets form an expandable ecosystem for researchers to use and provide feedback on. Over time, the tools are updated based on user feedback, fostering continuous improvement and effective research for both untrained staff and experienced researchers.
To develop a comprehensive understanding and identify potential avenues for innovation, our research delved into mapping out the organization's innovation ecosystem.
We analyzed adjacent systems, factors, and facts by exploring internal workflows, external partners, and teams.
Once we gathered our baseline information on the client, we mapped and identified the critical components of our client's organizational structure.
This foundational work enabled the formulation of hypotheses for potential innovation within the project's parameters.
Defining a roadmap for our client's research education
We created a plan for achieving comprehensive and time-relevant HCD research education.
Now
Goal:
Ensure consistent human-centered design research for all staff.
- Tactile
- Immediate Use
- Accessible
- Collaborative
Solution:
Research Select Toolkit
1-3 yrs
Goal:
Strengthening the present staff capabilities for research excellence.
- Expanding HCD learnings to all non-trained employees.
- Expand the number of testing stores with increased capability
Solution:
Platform development and launch
3-5 yrs
Goal:
Expand & enhance staff education & capability for research, launch strategic IT processes & gather data for future AI-driven tools.
- Iterating processes & workflows
- Data collection for AI tools
Solution:
Improve platform utility with AI tools
5+ yrs
Goal:
Inclusive Innovation: Launching AI Tools for Global Impact.
- Scale impact using AI
- Build a global learning culture
Solution:
Build platform as an AI engine to stay time, culture and tech relevant to research practices for global impact