Strategic User Research: Transforming Assumptions into Data-Driven Opportunities for Innovation

Client Challenge: A learning product team held longstanding assumptions about their target audience that were driving design decisions, but these beliefs had never been systematically validated. Leadership needed definitive insights to guide product strategy and identify high-impact innovation opportunities in the learner journey.

My Leadership & Approach: I designed and executed a comprehensive mixed-methods research study, coordinating a distributed team of 10 researchers and designers across multiple time zones. Rather than relying on assumptions, we uncovered previously unknown friction points in the user experience, adding nuance and depth in the form of user stories.

Research Design & Execution:

• Scale: 360 participants across 60 in-depth interviews and 300 surveys

• Data Integration: Analyzed behavioral data from student information system (login patterns, program progression, instructor/advisor interactions) alongside primary research

• Data Volume: Nearly 100 hours of qualitative data plus comprehensive behavioral analytics

• Timeline: Delivered actionable insights within 16 weeks

• Team Management: Created scalable interview toolkit enabling seamless onboarding of rotating research team members across flexible schedules

Strategic Outcomes:

• Validated Assumptions: Confirmed which longstanding beliefs were accurate vs. which were limiting product potential

• Innovation Roadmap: Identified specific friction points in the student journey with targeted opportunities for improvement

• User Personas: Developed research-backed personas to guide future product decisions

• Organizational Impact: Transformed how the team approaches audience understanding and product development

Research Excellence: Directed multi-source data triangulation, combining thematic analysis of qualitative insights with quantitative factor analysis, correlational studies, and behavioral analytics. While partnering with quantitative specialists for technical analysis, I shaped research questions and guided interpretation to ensure behavioral data aligned with and deepened interview/survey findings.

Value Delivered: Replaced organizational assumptions with evidence-based insights, providing clear direction for product strategy and innovation investments.

Companion Materials

• Research Framework, ensuring all team members understand the overarching goals of the work

• Interview Process Doc Example

• Sample Interview Protocol