Maximizing the potential of secondary research with Nick Stiles | IBM

Devin Harold, former Head of Design Research for Financial Services at Capital One, joins host Ash Oliver to discuss the challenges of connecting user research to business outcomes, how to effectively track and communicate the value of research, and why the future of the industry lies in driving customer-centricity across the entire business.Discover practical frameworks for prioritizing and presenting research, such as the “two-by-two prioritization” and "what, so what, now what" frameworks. Learn how to involve cross-functional teams and tailor communications to stakeholders to enhance the visibility and influence of your work, and transform UX research into a strategic asset for the business.About Devin:Devin Harold is a Design Research Leader with over twelve years of experience in the UX space, starting his career journey first as an interaction designer before shifting into research. He recently worked as Director - Head of Design Research for Financial Services at Capital One, where he led the talented team and research practice to drive business decisions within the $1.4 trillion auto lending industry. Outside of work, Devin is a hobby egyptologist and photographer, and loves to travel the world with his husband, Montgomery.Connect with Devin:You can connect with Devin on LinkedIn, or check out his personal site.Resources:Disco Conf 2024, the global research and discovery conference by MazeMarketers Turn To Metrics to Measure the Impact of Their InitiativesThe research “impact” problem by Josh LaMarA framework to measure UX research impact by MazeUsability Engineering by Jakob NielsenDesigning for the Digital Age by Kim Goodwin and Alan CooperA Beautiful Constraint by Adam MorganFollow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, Jehad Affoneh joins host Ash Oliver to discuss what it means to be customer-centric at Toast, the difference between being design-led and experience-led, and the role of UX research in shaping customer-centric cultures and experiences.The conversation covers cultural shifts towards empathy and curiosity, mechanisms to foster a customer-centric culture, and how Toast integrates research into everyday operations. Discover how Toast encourages everyone across the company to consistently engage with customers and empowers them with easy-to-use methods to make these interactions more effective—ultimately driving better outcomes for customers, the business, and the team.About Jehad:Jehad is a design and product leader who's led design, product, and engineering teams most recently at VMware and Splunk. He is currently Chief Design Officer at Toast where he leads the product, customer, and end-to-end experience that empowers tens of thousands of restaurants to delight their guests, do what they love, and thrive. He lives with his wife and one year old son in Redwood City, California.Connect with Jehad:You can connect with Jehad on LinkedIn, Twitter, or check out his articles here.Resources:Google’s HEART Framework for Measuring UXPrinciples: Life and Work by Ray DalioSwitch: How to Change Things When Change Is Hard by Chip Heath and Dan HeathFollow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, Hannah Anokye joins host Ash Oliver to discuss her work on the Intuit Futures Team and the role of qualitative research in exploring emerging technologies, understanding users' needs, and identifying opportunities for new product developments.Hannah shares best practices for conducting moderated user interviews and how to generate insights that spark ideas and drive growth. Discover how integrating user-centric approaches in qualitative research nurtures innovation and redefines mental models, leading to more resonant and effective product solutionsAbout Hannah:Hannah is a product innovation practitioner with a unique background. Through a career with titles in product marketing, user research, and now product management, her through line has been user-centered experiences that drive meaningful impact.Most recently as a Senior User Experience Researcher on Intuit's Futures team, Hannah explored how Generative AI technology could be responsibly and meaningfully integrated across the Intuit product ecosystem.She recently transitioned into a product management role, focused on building the next generation of AI-driven products for Intuit’s future customers.Connect with Hannah:You can connect with Hannah on LinkedIn.Resources:Interviewing users by Steve PortigalDesigning Your Life - How to Build a Well-Lived Joyful Life by Bill Burnett and Dave EvanUnpacking User Interviews: Turning Conversations into Insights by MazeFollow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

Nick Stiles, User Researcher at IBM, discusses the power of secondary research, also known as desk research, in making informed decisions, and why it is the “unsung hero” of research.Nick shares strategies for synthesizing secondary research findings into actionable insights for product teams and emphasizes the importance of storytelling and journalistic techniques in driving research impact.About Nick:First trained as an academic psychologist, Nick Stiles is now a passionate user researcher at IBM. With a BA in Psychology and experience in both academic psych labs and the software industry, Nick uses human behavior research to make interactions between people and tools more harmonious. He is driven by a love of learning, collaboration, and making a real-world impact through research.Connect with Nick:You can connect with Nick on Linkedin.Resources:Immersion and influence—the work of the modern UX researcher by Nick StilesThink Like a UX Researcher: How to Observe Users, Influence Design, and Shape Business Strategy by David Travis, Philip HodgsonHow to Write Short: Word Craft for Fast Times by Roy Peter ClarkFollow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, Ravi Mehta talks to Maze about connecting user research to product strategy and integrating effective product decision-making frameworks.Ravi outlines the importance of visualizing product strategy—from the company's mission to defining specific product goals—and how to balance intuition, analytics, and user feedback to make confident product decisions.Discover how these methodologies can refine your strategy and product development approach, setting a clear path for product success.About Ravi:Ravi Mehta is a visionary product strategist known for crafting innovative strategies that transform industries. He has held several prominent roles, including Chief Executive Officer of Outpace, and is an active angel investor and advisor in consumer tech companies. His past positions include Executive in Residence at Reforge, Chief Product Officer at Tinder, and product leadership roles at Meta, TripAdvisor, and Xbox. Ravi champions a human-centered approach to building products that has notably influenced the tech sector. He continues to help shape the industry by sharing his experience and frameworks aimed at improving product strategy and execution.Connect with RaviYou can connect with Ravi on Linkedin, follow him on X, or visit his website.Resources:The Three Pillars of Product Decision Making by Ravi MehtaReforge - Travel Hub Product Strategy at TripadvisorPrinciples: Life and Work by Ray DalioThe Product Strategy Stack by Ravi Mehtaslide:ology: The Art and Science of Creating Great Presentations by Nancy DuarteResonate: Present Visual Stories that Transform Audiences by Nancy DuarteFollow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, Reggie Murphy joins host Ash Oliver to discuss how Zendesk scaled UX research, elevating the practice from a supporting function to a strategic partner to the business.Reggie shares how he led the development of training programs, automated processes, and ResearchOps to enable cross-functional teams to conduct research independently. Discover how democratizing research creates a more customer-centric culture and how these changes have shifted UX research from a gatekeeping role to a more collaborative, strategic position.About Reggie:Reggie Murphy is a seasoned strategic research and insights leader with over 20 years of experience leading teams to understand human behavior and create innovative products and solutions that meet the needs of their users. He has a proven track record of success across various industries, including technology, media, finance, and healthcare. He's currently a Senior Director and Head of UX Research at Zendesk. Prior to his current role, Reggie has built and led research teams at USA TODAY, Facebook, Vanguard, and Twitter.Connect with Reggie:You can connect with Reggie on LinkedIn or get mentored by him on ADPListResources:Democratize Research: Elevate UX Research PracticeHow our product design framework guides UX research by Jen CardelloRadical Candor: Be a Kickass Boss Without Losing Your Humanity by Kim Malone ScottThe Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth by Amy C. EdmondsonHow to get stakeholder buy-in: From skeptic to research advocate by MazeUX Leadership Playbook: Democratizing Research to Deliver Impact at ScaleFollow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, Ash Oliver discusses the future of user research with expert Dave Hora. From his beginnings in research back in 2011 to his key roles at companies like Plangrid and Instacart, Dave has been at the forefront of driving innovation through research. Now, he's here to share his thoughts on what’s next for user research—discussing the growing demand for user insights, how to integrate research practices throughout the product lifecycle, and the opportunities of AI tools.Tune in to uncover how we can seize the moment and define what’s next. About Dave:Dave Hora is the founder of Dave's Research Co., where he helps product leaders launch new product lines with the right mix of data, insight, and common sense. He began professional research work in 2011, eventually starting the practice as the first research hire at six companies, including PlanGrid and Instacart. He now works with companies across the globe and writes extensively on the topic of research and its co-evolution with the product practice. Connect with Dave:You can connect with Dave on LinkedIn Resources:The Future of User Research Report by MazeUser Research and Its Inevitable Evolution by Dave HoraWhither UX Research? by Peter MerholzThe UX Research Reckoning is Here by Judd AntinEmpathy: The importance of how we speak about ourselves, Maze Disco Conf presentation by Kyle OsborneThe next frontier for research: Building organizations that learn by Behzod SirjaniJust Enough Research by Erika HallBad research doesn’t stink by Carl Pearson, PhDThe Mistake Almost Everyone Makes When Doing User Research by Behzod SirjaniFostering a culture of organizational learning with Roy Opata OlendeThe Democratization of User Research is a Red Herring by Peter MerholzThe Nature of Order by Christopher W. AlexanderThe Timeless Way of Building by Christopher W. AlexanderA Pattern Language by Christopher AlexanderInterviewing Users: How to Uncover Compelling Insights by Steve Portigal Follow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, host Ash Oliver and Senior User Research Manager Paige Bennett explore the vital role of workshops in product development. Paige shares her experience facilitating workshops in the fintech industry, plus best practices for measuring success and co-creating with cross-functional partners and customers.Join us to learn how you can leverage this collaboration tool to drive stronger decision-making, build more impactful products, and grow your career as a product professional. About Paige:Paige Bennett is a Senior User Research Manager at Affirm. Prior to Affirm, Paige managed the Growth and Ecosystems research teams at Dropbox and has previous experience creating strategic research projects at Medium. She is well-versed in the world of workshop facilitation and user research, harnessing the two for big business impact. Connect with Paige:You can connect with Paige on X or Linkedin Resources:Workshopping your way to impactful products by Paige Bennett at Disco Conf 2023Why Running Better Workshops Will Make You a Better Creative Leader by Alison Coward on MediumThe Field Study Handbook by Jan ChipchaseCEO Ideational Facilitation Leadership and Team Creativity: The Mediating Role of Knowledge Sharing by Abraham Carmeli & Paul B. PaulusWolff Olins Report Follow Maze on Social Media:X: @mazedesignHQInstagram: @mazedesignHQLinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, host Ash Oliver welcomes Sander Viegers, VP of Design at Rabobank, to discuss the pivotal role of research and design in the digital transformation journey at Rabobank. Sander shares the principles that guide Rabobank's cooperative approach to a customer-centric design process, as well as practical examples of how research powers more innovative solutions for the customer and the business.About Sander:As the VP of Design at Rabobank, Sander leads the design organization in creating comprehensive customer and employee experiences on a global scale. With prior experience leading design teams at Microsoft, Amazon, and Catawiki, Sander has a proven track record of successful design leadership. He holds a Master's degree in Industrial Design Engineering from Delft University of Technology and has been named inventor on multiple patents.Connect with Sander:You can connect with Sander on LinkedinResources:Flawless Consulting by Peter BlockThe Hard Thing About Hard Things by Ben HorowitzOrg Design for Design Orgs: Building and Managing In-House Design Teams by Peter Merholz and Kristin SkinnerThe Future of Finance: Driving Digital Innovation Through Customer Insights by Maze Follow Maze on Social Media: X: @mazedesignHQ Instagram: @mazedesignHQ LinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!

In this episode of The Optimal Path, host Ash Oliver is joined by Amy Lima, formerly product designer at AMP @ Amazon Music and currently founder of Diversify Design. Together, they discuss the role of user research in building community products and how to start and scale a research practice inside design teams.About Amy:Amy Lima is a first-generation Brazilian-American product designer, and founder of Diversify Design.Her global footprint growing up between cultures and across continents brings an innate appreciation for diverse perspectives and a fascination for the human experience. To honor these values, her design philosophy is deeply rooted in ethical and inclusive design practices, with her work focusing on fostering community and social expression in a 0-to-1 design process.Beyond her 9 to 5, she’s an active member of the design community and is often found hosting panels, giving conference talks, and writing articles on her experience pivoting into design from the music industry as a minority in tech.Connect with Amy:You can connect with Amy on LinkedIn.Resources:Mismatch by Kat HolmesWeapons of Math Destruction by Cathy O’NeilFollow Maze on Social Media: • X: @mazedesignHQ • Instagram: @mazedesignHQ • LinkedIn: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast.See you next time!