Case study: Asurion Foundational Insights
As I began establishing myself as a go-to resource for product design teams, I listened to what product teams wanted to know. Through office hours and a research-focused slack channel, I'd field research requests and probe for open questions or key hypotheses that could develop into research objectives and help the team frame their objectives into research activities they could run with my support.
I'd also connect designers and product managers to other researchers across the enterprise, such as the market research team and competitive intelligence.
One question kept coming up over and over: "who are we building for and what do they want?"
The data teams were getting from their user tests and surveys wasn't able to answers this question, and the insights from market research weren't satisfying the need either.
In mid 2018 I started framing up a key gap in the available research: "who are we building for, and what do they want?" — crucial insights at the foundational level that teams could apply in the generative phases of a project.
<aside> ⚠️ Our product teams had been designing "for everyone" and making important strategic decisions based on assumptions. Most of our market research data focused on opportunity sizing and NPS.
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