June 12, 2023
June 12, 2023
We often talk about how user research can influence a company's strategy, and how user research should align with an organization's goals and metrics.
To be impactful, we must align user research with the business and our teams. This means we look at the overarching strategy and goals of the company and ensure our projects are directly related.
We don't talk as frequently about having a user research strategy in place. It seems like user research is part of other strategies, but not its own.
However, it’s critical to build a strategy for our user research teams—even if we are a team of one. A strategy gives us direction and purpose, and helps us make transparent decisions on project priority or what we are doing next.
When I started as a user researcher, my strategy was to keep up with all the incoming requests and fit user research into the Agile box as best I could. As a result, I was reactive and often overwhelmed. I didn't know where research was going, and what I was trying to achieve at a holistic level.
It was a frustrating experience, especially when my manager asked me more critical questions about improving the user research practice and how I thought it might evolve. Unfortunately, I didn't have the answers because I was so busy reacting to what was happening at the organization.
I had been burned by running headlong into initiatives without being more thoughtful. So, I took the more mature (and sometimes painstakingly slow) approach, because I wanted to do this as well as possible.
I decided it was time to take a step back, and instead of trying to make user research a part of everyone else's strategy, I created a strategy for user research.
Every project and initiative should have a clear set of goals and outcomes. Creating a user research strategy was no different. Did I want to rush ahead and make something already? Yes, absolutely. I already had some ideas about what this strategy would include.
However, I had been burned by running headlong into initiatives without being more thoughtful. So, I took the more mature (and sometimes painstakingly slow) approach, because I wanted to do this as well as possible.
I had some ideas on what I wanted to accomplish with this strategy, but I had to remind myself that this strategy wasn't just for me. I was also creating this strategy for my colleagues and stakeholders. So why wouldn't I include them in the process?
I set out to do stakeholder interviews to gain clarity on what my stakeholders' expectations were of this strategy, and how it could help them through interviews and thought exercises.
In the end, the goals of the strategy included:
Once I had more precise goals and outcomes, I got to work on planning what this strategy would include. It took some time for me to brainstorm the different components because I had never worked on a strategy before.
I drew inspiration from other strategy documents I'd seen and from other departments. I also considered all the goals I wanted to achieve with this framework to create something holistic and all-encompassing.
Here is what I included in my user research strategy:
These components in my research strategy made me feel I could be more proactive and intentional with my work.
Creating a user research strategy is only one piece of the puzzle. We also need to activate and practice it consistently. You only have to do some of the activities once and then revisit them every once in a while, but some require more upkeep.
Here is the process I go through when creating and activating a user research strategy.
The mission is all about the value the team currently provides the organization, and what that team is at the core.
When defining a mission, I thought about the different levels of an organization that user research impacts:
I then brainstormed how research is valuable to that particular level. For example, user research can support designers in their choice of how to design something. Or, user research can help customer support teams focus on more important things than tickets about bugs.
I then synthesized this information as best I could into a concise mission: "To deliver high-quality insights and findings that help individuals and teams make more user-centric decisions, and to help ensure we are solving real problems while saving time and money for the organization."
The vision breaks down the mission by understanding how we will actualize and achieve the above mission. In this step, I deconstruct the mission into smaller parts and ask, "How can I help achieve this part of the mission?"
So, for instance, the above mission has:
How, as a research function, can I tangibly impact those areas? So, for instance, helping teams make more user-centric decisions means:
I need to meet with my teams regularly to align with their work. Again, I do this for each part of the mission until I have a vision with several parts that would help me achieve that particular mission.
Next, I go into goals. While the mission and vision tend to last longer, goals are something that changes on a more regular basis. Since I like to be proactive, I push myself to develop goals for three, six, and 12 months. Of course, those 12-month goals have changed in the past because of the nature of fast-paced companies, but I still find the exercise valuable.
Whenever I approach three- or six-month goals, I use OKRs aligned with the teams I work with and the business. For this step, I have conversations with my teams and other stakeholders, asking questions like:
Once I have these conversations, I utilize the information to create OKRs for the research team. There are two types of goals I focus on:
I typically meet with stakeholders bi-weekly to ensure I am supporting them with their most relevant goals.
Setting up a research roadmap and backlog allows you to ensure project transparency, track what kind of work you’re doing, and help you understand your capacity for upcoming work.
By aligning this roadmap and backlog to your mission/vision and the goals of the team and organization, you ensure you’re doing the most impactful work consistently.
Read all about creating a UXR roadmap and backlog here.
In many roles, I was the only researcher covering multiple teams. I would get requests weekly (and sometimes daily). For a while, I tried to do all the research. I ran several sessions at once, occasionally confusing which test I was conducting. After a time, my manager pulled me aside, and we discussed how unsustainable my workload was.
He asked me a fundamental question that I continue to ask myself: "If you could only do the most impactful research, what would it be?"
That question was eye-opening.
I had no idea if I was picking and conducting the most impactful research for the organization. Since I was trying to fit in everything, I cut corners and focused less on the essential research. Finally, I realized I couldn't do every research project, and I had to start prioritizing the most impactful research across teams and the company.
Check out my nine-step approach to prioritization, plus an awesome template!
Tracking the impact of research over time can be difficult. For example, so many teams contribute to a product's or feature's success, so it can be challenging to understand how user research contributes to this.
I follow a model that looks at…
Every time user research impacts an individual, team, multiple departments, or organization, I write down the impact so we can track this over time to see what we are affecting and at what level.
The last thing I have for a research strategy is a resource sheet. This sheet includes the budget we have for tools, research incentives, hiring, and the team's capacity. This resource sheet helps me identify if things need to change in any way. For instance, if we take on too many requests, we might have to look into a tool to help us or hire another team member.
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Creating a user research strategy at an organization takes time and effort, but is hugely rewarding. Not only can you understand exactly where you want to go and what steps you take to get there, but you can ensure you’re doing impactful work for teams and the organization.
When you do this type of impactful work, user research becomes more valuable at an organization, and you find your unique space and value proposition within a team. For me, there is no better feeling than that!
Nikki Anderson-Stanier is the founder of User Research Academy and a qualitative researcher with 9 years in the field. She loves solving human problems and petting all the dogs.
To get even more UXR nuggets, check out her user research membership, follow her on LinkedIn, or subscribe to her Substack.