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Telus CX Research Enablement
Client: Telus Digital
Role: Research Lead
Project Timeline: 1 year
Estimated Read Time: 1.5 minutes
Summary
As an enterprise organization, the growth of product teams was faster than centralized research capabilities could meet: this resulted in painpoints of research either becoming a bottleneck or products shipping without adequate research. Design and development cycles may have more research need than resources available. Furthermore, researchers may have less familiarity with project nuances, resulting in research design that may not fully meet a product or sprint’s needs. There was an opportunity to decentralize research, empower product teams and remove bottenecks by enabling product teams to develop their own research capabilities.
Goals
- Enable product teams to develop core CX research competencies
- Empower product teams with the capabilities to design and execute their own research
Approach
There were three primary paths that the Enablement team developed to facilitate product teams in building their CX research skills
Pathways to Learning
Research Review
Product teams could submit a research request or a research study and be advised on the best approach to achieve the research objectives.
Paired Research
Product team members, such as designers, worked with the Research Lead to co-design, execute and analyse research studies.
CX Research Playbook
A CX Research Playbook was developed to act as a learning resource to help Product teams to learn about different research methods and practical information on how to access and run them within the organization.
CX Research Playbook
Key Elements
- Uses a Trello kanban board to align with existing enterprise systems and to enable ease of organization including content being organized through
- Phase of product design life cycle (PDLC)
- Method
- Purposes during different phases of the PDLC
- Organizational specific content, such as customer panels available (and how to access them), research methods available and the systems that support them, and how research budget utilisation across teams works to support practical execution
Outcomes
Product team members were appreciative of the different avenues of increasing their CX research capacity, especially the CX Research Playbook which enabled team members to self-serve and build capacity without bottlenecks.
With the inception of the CX Research Playbook, the Research team began to see more product teams take on their own research with gradually decreasing oversight.