In this case study, I’ll walk you through how I led the implementation of Research Ops at Vodafone Spain, despite having a limited budget. The goal? To integrate user research into the product development process and create a culture where user insights informed decision-making—without breaking the bank.
TimeLine
2019-2024
Team
Design Team
Tools
Disciplines
At Vodafone Spain, we encountered a familiar yet complex challenge: how to embed meaningful user research within a fast-moving Agile framework. In this high-stakes, rapidly evolving environment, timelines are often compressed, and there's a continuous drive to deliver.
Agile methodology, with its emphasis on iterative development and quick releases, frequently seems at odds with the deep insights gained from thorough research, which require time and focus. Balancing the depth of user research with Agile’s need for speed was a significant hurdle, and the design team was tasked with bridging this gap to ensure that user insights could inform decision-making at every stage. The solution would require a tailored approach, fostering alignment across teams while enhancing the impact of research without compromising the pace of delivery.
We knew we needed a Research Ops system that would be lean but impactful. To tackle the challenge, we built a flexible model grounded in three key pillars:
Standardization
We created ready-to-use research templates and established processes with realistic timelines. This allowed us to scale research efforts across multiple squads, tribes, and departments without overwhelming the team.
Cross-functional Collaboration
We emphasized the importance of involving all stakeholders—from product managers to engineers—in the research process. This ensured that user needs were clearly understood and prioritized across the board.
Accessibility
We built a centralized repository of user insights, making research easily accessible for everyone involved. This meant the design and product teams could quickly refer to valuable data without needing to start from scratch every time.
To make sure the Research Ops system was smoothly integrated, we defined three critical roles within the team:
Research Strategist
Managed the overall coordination, ensuring the right resources were available and methodologies were correctly applied.
User Researcher:
Carried out research activities, generating insights, metrics, and reports to inform the teams.
Product Designer:
Identified research needs within their squad, working closely with stakeholders to validate and apply insights to product development.
To streamline everything, we implemented some essential tools and processes:
Research Templates:
We created easy-to-use templates that laid out methodologies, the people involved, and key business KPIs affected by the research.
Research Repository:
A central hub for all research insights, making it easy for teams to search, collaborate, and integrate findings into their backlog and decision-making.
Research Backlog Kanban Board:
A visual tool that kept track of all research initiatives, from requests to execution. This helped us maintain visibility and prioritize effectively.
Training & Upskilling:
Since we had a limited budget, we encouraged our design and product teams to expand their research skills through internal training sessions and mentorship. By cross-training the team, we created a group of "research champions" who could conduct lightweight studies when needed.
We implemented various research techniques, depending on the product’s development stage:
Discovery Phase
Heuristic evaluations, benchmarking, user diaries, interviews, focus groups, and quick Design Thinking workshops.
Concept Phase
Co-creation with users, interviews with co-creation, RITE (Rapid Iterative Testing and Evaluation), card sorting, and concept workshops.
Evaluation Phase:
Usability testing, RITE testing, user diaries, and focus groups.
To gauge the effectiveness of our Research Ops model, we set specific KPIs:
Product Metrics:
Customer Effort Score (CES): Aimed to score above 5 on a 1–7 scale.
System Usability Score (SUS): Targeted a score of 80+ out of 100.
Research Metrics:
Active Insights: Percentage of insights implemented in the next two sprints.
Test Utilization Rate: Percentage of actionable insights from the total research findings.
The introduction of Research Ops at Vodafone Spain yielded impressive results:
User-centric Focus:
Teams became more attuned to the needs of the end users, resulting in more intuitive and user-friendly products.
Better Decision-Making:
Research data became an invaluable asset in guiding product decisions, leading to more successful launches.
Increased Efficiency:
Early detection of usability issues helped cut development costs and speed up time-to-market.
Improved Collaboration:
Cross-functional teams were more engaged in the research process, fostering better communication and teamwork.
Key Learnings
Continuous Learning is Crucial: Upskilling the team was essential for maintaining momentum. Encouraging designers and product managers to expand their research skills helped us sustain the program with limited resources.
Clear Communication Builds Trust: Transparent sharing of research findings boosted trust between teams, leading to quicker action on insights.
Culture Shift is Key: Integrating Research Ops successfully required a mindset shift within the organization. This was a long-term investment that paid off in more user-focused products and smoother workflows.
Implementing Research Ops at Vodafone Spain, especially with a limited budget, was a challenging yet rewarding experience. By empowering the team to expand their skills and making research accessible, we were able to create products that truly reflected user needs. This case is a testament to how even with constraints, an adaptable Research Ops model can have a significant impact on both user experience and business outcomes.