Months before the pandemic, a fitness tech company goes into customers’ homes to gain a deep understanding of their needs — paving the way for actionable personas and journey maps.

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Photo by Jonny Kennaugh on Unsplash

Home Visits Before a Home Fitness Explosion

  • Learn the habits, needs, and patterns of a representative customer…


Facing silos and a “stuck” KPI, a company embraces collaborative research, mixed methods, and rapid experimentation — and turns executive scrutiny into praise.

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Photo by Simon Fitall on Unsplash

Challenge: Low Online Adoption for a Key Service


Learn how a large company built a scalable research program that transformed its call center user experience and drove measurable business results.

A tunnel of bright, blurred light streaks
A tunnel of bright, blurred light streaks
Photo by Thor Alvis on Unsplash

Many companies invest heavily in the UX of their customer-facing software yet ignore the usability of employee-facing systems.


Struggling to find high-quality research participants? Stop treating recruitment as a necessary evil, and give it the strategic focus it deserves. Here’s our 9-step approach.

Crowd of hand raisers
Crowd of hand raisers
Photo by Edwin Andrade on Unsplash
  1. The audience is hard to recruit; and
  2. The team lacks a shared baseline understanding of the audience.


Faced with management requests for bigger numbers, many research teams dig in on qualitative data. Here’s a more effective approach.

Measuring tape
Measuring tape
Photo by Siora Photography on Unsplash


Follow these steps to get actionable survey data without annoying users.

Light bulb in focus and light bulb blurred
Light bulb in focus and light bulb blurred
Photo by Martin Wilner on Unsplash


Want research to drive change? Drop the reports and presentations, and turn research into a team sport.

Team members observe a mobile prototype testing session
Team members observe a mobile prototype testing session


We spent 3 weeks struggling through a big bank’s Covid-19 emergency loan process. In half a day, a small bank took us from digital application to “done”.

Pile of paper money
Pile of paper money
Photo by Alexander Schimmeck on Unsplash

“We haven’t received all of your loan application documents”


Need to validate a product idea? Don’t ask users to predict behavior. Get proof with MVP testing.

Person holding red box with “Act Now” sticky note
Person holding red box with “Act Now” sticky note
Photo by Jo Szczepanska on Unsplash

From prediction to product failure


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Photo by Austin Distel on Unsplash

About

John Nicholson

User Research & Innovation | Principal @ Marketade (https://marketade.com/)

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