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What Isn't Measured Isn't Managed

Our goal was to improve product decision-making by consolidating research methodologies, tools, findings, and raw data into a cohesive system.

This initiative aimed to capture the true voice of the customer, facilitate better product development, and drive cultural change within the organisation. To achieve this, we developed a comprehensive research repository that included key methodologies, tools and templates, research findings, and raw data and artefacts.

Good ideas, bad outcomes
Teams were building products without a clear view of what users needed. Research was scattered, duplicated, or missing entirely — leading to costly misfires and a lack of trust in decisions.


Stories in the shadows
I spoke to PMs and designers and uncovered a pattern of failed launches and duplicated work — all pointing back to one thing: no central place to find or share insights.


A mindset shift
We stopped treating research as a report, and started treating it as infrastructure. The goal became clear: make insights findable, trusted, and easy to build on.


Proof, not promises
We launched small, solved real pain, and showed immediate value. That traction built momentum — and seeded a culture of evidence-led decision making.

Approach

Securing Exec Buy In

Problem
Teams lacked a unified system for storing and sharing research, leading to inefficiencies and duplicated work. I needed to surface actual stories of where our approach had impacted the business.

Strategy and Approach
Conduct stakeholder interviews and surveys to understand how teams currently conduct and share research, uncover any product release that were negatively affected by lack of research.

Execution
Gathered data, reports and insights through interviews and surveys, uncovered a myriad of stories about failed releases and strong desire for a repository, through direct quotes and requests.

Results
Identified a number of anecdotes to be shared with management- Thus identifying key areas where a centralised repository would add value, providing a strong foundation for further development.

Taxonomy & Structure

Building a User-Friendly Framework

Problem
There was no existing structure or taxonomy for categorising research data in a way that was easy to navigate and use.

Strategy and Approach
Develop a simple tagging taxonomy and test it through tree testing.

Execution
Created an initial set of broad tags and tested them with potential users to refine the structure.

Results
Established an intuitive tagging system that was easy to learn and apply, facilitating smoother navigation and better organisation of research data.

Connecting with Our Champions

Problem
Lack of a dedicated database to identify and engage friendly customers who are happy to engage in research This led to missed opportunities for leveraging customer advocacy and gathering valuable feedback.

Strategy and Approach
Develop a comprehensive database of friendly customers by identifying those who have shown loyalty or provided positive feedback. The goal was to create a resource that could be used for beta testing, gathering insights, and fostering community engagement.

Execution
Conducted an analysis of customer data, including purchase history, feedback, and interaction records, to identify potential candidates for the database. Used surveys and direct outreach to gauge interest in participation and to gather consent for inclusion. Organised the data into a centralised, easily accessible format for future use.

Results
Established a well-organised database of engaged and supportive customers, providing a valuable asset for beta testing new products, obtaining feedback, and building a community of brand advocates. This database enabled targeted communication, fostering stronger customer relationships and enhancing customer experience.

Implementation

Creating Process Documents and Framework

We collaborated with stakeholders to ensure the repository aligned with real team needs, and created guidance materials to support its use. Training sessions were delivered to introduce the repository, demonstrate best practices, and encourage adoption across disciplines. By the end of the rollout, the repository was actively in use, enabling easier access to past research, reducing duplication of effort, and supporting a more consistent, scalable approach to evidence-based design.4o


Outcomes & Reflections

Research efficiency improved significantly by streamlining access to data and findings, which reduced the time spent on retrieving information.

This initiative also fostered a cultural shift towards data-driven decision-making and collaboration across teams.

Strategically, the project strengthened the company's market position by providing a clearer understanding of customer needs and expectations, which enabled more informed and strategic product decisions based on consolidated research insights.