Spending a lot of time conducting and documenting research but not seeing it being used? It's a frustrating thing that most user-centric professionals experience. Teams work in silos, customer-centricity is preached but not practiced and insights either get lost or are ignored. Luckily, solving this problem boils down to finding the right way of working and using the right tools.
User-centered design is becoming a ubiquitous feature within modern organizations. In fact, customer-centricity is on the rise and people across departments are getting to know the customer better and better. But what is all this knowledge worth if it is not shared or used?
Most companies struggle with the same challenges. Research findings are either important enough to land straight in the planning, or they face the desperate fate of getting lost in lengthy reports on Notion or Confluence that nobody ends up reading. Meanwhile, when starting a new project, finding other teams' learnings and insights is practically impossible, making it more tempting to start your research completely from scratch than to find previous insights to base your work on.
Whether the insights are derived from user research or user feedback, the fact that most of them never see the light of day should worry companies. After all, they are not only wasting resources gathering insights that get ignored, but they are overlooking a treasure trove worth of learnings and data that could help them make better decisions, faster - be it for product design, branding, marketing, sales or customer success purposes.
Fortunastely, there is a better way ti handle this challenge. What if all the findings from all kinds of studies and different departments were easily accessible to everyone? Would people among the whole organization make better decisions based on (your!) insights?
Here at Reveall, we help businesses better understand their customers by making it easier to gather, organize and share learnings from customer research and feedback. But to really have more impact, we've found that some teams need to change the way they approach research.
Reports are history. It’s not about the research itself, but about the insights that emerged from the research. No matter how much work goes into a great research process the most important thing to focus on is the conclusions and insights derived from any research project.
We view research conclusions as little pieces of knowledge that benefit the whole organization. Within Reveall, we call these conclusions insights. It’s important that every insight has its own tag and category soit is easy to find, compare, understand and use.
Imagine you have done research into your webshop. You focussed on the flow of ordering cat food. This research led to the following three individual insights:
Obviously, you do not want to keep these insights for yourself. Other teams need these insights to make the right (user-centered) decisions. That’s why leading companies use a platform where they can save, share and act upon their insights. That's exactly what Reveall is all about. All you need to do is create an account and start documenting and sharing your insights with others to start having a real impact.
When you have a lot of insights gathered from multiple studies, tools like Reveall help you connect the dots. Insights become useful through various means: connect insights by searching on a topic and make a new analysis, or plot insights on a customer journey to see the bigger picture.
Here an example:
Next to your research about ordering cat food your team did a research into cat food buyers' needs and an analytics analysis. The following insights are related:
1. Usability test:
Users are ordering online because of their busy schedule: delivery options insufficient and not transparent.
This insight includes findings like: not having evening delivery options is a show stopper, no insight into delivery time frame when ordering.
2. User needs research:
Cat owners often forget to get cat food before running out of stock. Because of this, they often need food immediately. They can not wait a few days.
3. Analytics analysis:
Cat food is one of the worst performing categories in the webshop
Combining these insights results in a new overall insight:
Revenue of cat food category could improve vastly. Transparency, flexibility and reminder functionality key. With Reveall you can easily gain an overview of all these related insights, visualize and share them with others and use our templates - such as the customer journey map - to really contextualize the insights and make them useful.
This will make sure...
So, what’s holding you back? Try Reveall for free now.