Embedding User Understanding in the Corporate Culture
Maria Stone, Frank R. Bentley, Brooke White, Mike Shebanek · 2016
This case study shows how a UX Research organization created a company-wide user first culture, aligned the strategy of multiple products to align with real user needs, and improved product usability in a global company with over 1 billion monthly web and mobile app users. We will describe the team, its organization and role, and specific ways research is conducted to positively impact product development. As the organization and function of research teams in industry has been largely opaque to the broader CHI community, we hope that this case study will provide deep insight and foster a larger conversation about the role of UX Research at scale and the best ways to organize and deliver that research for maximum effect.