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UX STRAT Online 2020: Colette Kolenda, Spotify
The document outlines the strategy for building a strategic research team at Spotify, highlighting the role of strategic researchers in addressing leadership uncertainties through comprehensive, mixed-methods research. It emphasizes the importance of understanding leadership questions to bridge product and business implications and generate data-driven decisions. The objective is to create impactful research that supports the company's goals while enabling innovation in uncertain times.
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UX STRAT Online 2020: Colette Kolenda, Spotify
- 1. Project Title 00.00.2015Proprietary & ConfidentialSpotify Project Title 00.00.2015 1 Spotify The Strategy Behind Building a Strategic Research Team @ Spotify Colette Kolenda Research Lead, Spotify
- 2. Please Note: alldata shown in this presentation is simulated and does not show true business metrics. For all user data shown in this presentation, we asked for their permission ahead of time.
- 4. Who do yourleadership teams turn to first when they face uncertainty?
- 5. I’d argue itshould be you — the strategic researcher.
- 6. I’d argue itshould be you — the strategic researcher. Define new strategy, OKRs or goals by finding and sizing opportunities. Validate or invalidate existing strategy with rigorous, comprehensive research.
- 7.
- 8. User Researcher Embedded ina Product team Lead Strategic Research
- 9. Mixed Methods Research Generate comprehensiveanswers through multidisciplinary research (UR, DS and BeSci). 3 Superpowers of My Strategic Research Team Understand Lead’s Questions Enable data-driven decision and generate or validate / invalidate their future goals and strategies. Product & Business Impact Bridge the gap between product and business by uncovering opportunities on both sides.
- 10. 3 superpowers createa Flywheel effect.
- 11. Product & Business Impact UnderstandLead’s Questions Mixed Methods Research
- 12. Understand Lead’s Questions The moreyou know about their open questions, the more you can identify research projects to tackle these unknowns. - What keeps your leadership team up at night? - What are their goals and strategies for the next 1-5 years?
- 13.
- 14. Other ways tounderstand lead’s open questions: - Read strategy decks and critically think about what the company is trying to do and how - Assess what is data-driven and what is a hypothesis or assumption - Have discussions with your manager or leadership directly - Identify surprising trends in product or business key metrics - If leads don’t know their specific questions, probe and think through it together!
- 15. Soak up allof the strategy and apply critical thinking to identify the right projects to tackle.
- 16. If you de-risktheir biggest open questions about the future, they’ll keep asking you their scariest questions.
- 17. Product & Business Impact UnderstandLead’s Questions Mixed Methods Research
- 18. Mixed Methods Research My teamincludes UR, DS, BeSci, and Data Viz. Mixed methods research → comprehensive answers. - How can you partner with other insights disciplines? - How can you leverage multiple UR skills? - How can you hire vendors to gain access to additional skills?
- 19.
- 20. By combining multiplemethods, we harness the strengths of each to develop a high-confidence and holistic answers to the scary questions.
- 21. And these holisticanswers enable data-driven decision-making as a one-stop shop.
- 22. Product & Business Impact UnderstandLead’s Questions Mixed Methods Research
- 23. Product & Business Impact Usersare at the center of all that we do - it’s not just their product experience, it is also how we generate revenue. - How does your company generate revenue? - How does your team connect to those business implications?
- 24. User → Product→ Business Typical User Research only thinks about product implications
- 25. User → Product→ Business But understanding the business implications gives you access to a bigger audience!
- 26.
- 27. Generate findings that bridgeproduct and business implications.
- 28. Speak to theneeds of a whole other part of the company for wider company level impact.
- 29. Product & Business Impact UnderstandLead’s Questions Mixed Methods Research
- 30. Mixed Methods Research Generate comprehensiveanswers through multidisciplinary research (UR, DS and BeSci). 3 Superpowers of Strategic Research Understand Lead’s Questions Enable data-driven decision and generate or validate / invalidate their future goals and strategies. Product & Business Impact Bridge the gap between product and business by uncovering opportunities on both sides.
- 31. Product & Business Impact UnderstandLead’s Questions Mixed Methods Research
- 32. Identify the scaryquestions by understanding lead’s biggest open questions.
- 33. Generate comprehensive answers throughmixed methods and multidisciplinary research.
- 34. Create wider companylevel impact through finding both product and business implications.
- 35. This could bethe start to your virtuous cycle of strategic research!
- 36. And the clarityand data-driven direction your leadership needs to carve an innovative path in uncertain times.
- 37. 37 Colette Kolenda Research Lead@ Spotify colettek.com