User Research principles

1. Communicate findings with impact

Go beyond numbers. Present insights in a compelling way that drives decision-making and spurs action.

How we deliver this

Visual storytelling, workshops, and regular feedback loops with stakeholders.

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2. Find the story behind the idea

Data is only as good as the insights it generates. Look for patterns, behaviours, and underlying reasons.

How we deliver this

Synthesise raw data into clear, actionable insights.

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3. Observe actions, listen to words

People's actions often speak louder than their words. Observe user behaviour to gain a complete understanding.

How we deliver this

Utilising a diverse toolkit of research methods to capture comprehensive insights from varied user perspectives.

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4. Embed research throughout the product lifecycle

Champion various research methods at every product stage, making user insights a continuous guiding force.

How we deliver this

Comprehensive research roadmaps and recurring feedback sessions.

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5. Uphold ethical practices

Mitigate bias, safeguard user privacy, treat all participants respectfully, and make sure their information is protected and used ethically.

How we deliver this

Strict adherence to ethical guidelines and data protection standards, team training on ethical standards, and clear communication with participants about their rights.

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6. Champion inclusivity in research

Ensure an equitable and true representation of users, celebrating diversity in individuals and user behaviour.

How we deliver this

Proactive recruitment of a diverse set of participants and considering accessibility in all stages of research.

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7. Conduct the best possible research under any circumstances

Even when faced with challenges and limitations, we are committed to conducting great research. We aim to maximise our impact, not reach perfection.

How we deliver this

Adaptable research strategies, creative problem-solving, and a strict commitment to quality.

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8. Build collaborative research practices

We work as a cohesive unit and partner seamlessly with other teams for holistic insights.

How we deliver this

Team syncs, multidisciplinary workshops, and open communication channels.

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9. Empower research autonomy

We recognise the deep understanding and expertise of our research team. Given the trust and freedom, we make sure our research remains unbiased and honest.

How we deliver this

Fostering a culture of trust within the organisation, collaborating with stakeholders, and retaining independence in our research approach and execution.