Maturing User Research in a Unicorn: Methods and Mindsets
summary
Gojek grows the research team from 10 to about 60 researchers and embeds people across 20+ product lines to build domain expertise, mixed-method teams (survey scientists, qualitative and design researchers) and run data trainings. A searchable company-wide research repository collects interviews, CS tickets, reviews, satisfaction scores and social listening to produce data-driven user journeys used to prioritize fixes. The group goes method-neutral, measures stakeholder satisfaction and foundational research output as metrics, and claims faster, better decisions from combining empathy and evidence.
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chapters (6)
- 0:00Start
- 4:19The need to scale business and leapfrog competition
- 4:43The scientific approach to experiments and the data culture
- 5:16Speed as one of the core organizational values
- 6:48Uneven distribution of skills across different products
- 8:36The battle between answering tactical or strategic user questions
