From tactical to strategic - how design research can drive the strategy of a $2bn company

In an increasingly agile world it’s easy to get consumed by the day to day challenge of working to the rhythm of squads and other teams, and doing research that is highly reactive with immediate tactical applications. Making the case for strategic research can be hard, and creating the space to do it even harder.

In this talk I’ll share how we did this as a UX research team of 5 at Trade Me. I’ll use examples of our work to outline the process we went though, the outcomes we achieved and what we learned along the way.

Presentation audio