From identifying market opportunities ahead of making product or service decisions to making user and data-informed decisions based on ongoing engagement with customers as an organization’s offering continues to mature, user research plays a critical role in meeting organizational objectives.
Across any engagement, we align a variety of user research methodologies to your organizational objectives—all tuned toward removing ambiguity and accelerating effective decision-making.
These methods can range from qualitative interviews and workshops, using quantitative surveying and analytics, observation, and usability testing. All to understand what’s working and where we can improve organizational processes and people, and better serve your market with more aligned products and services.
A combination of generative and evaluative research guides us in establishing a baseline for improvement. This baseline involves setting objectives and key results (OKRs) and key performance indicators (KPIs) to track progress, moving from current state to achievable future state goals. This process builds on organizational capabilities to deliver a more exceptional customer experience aligned with ideal organizational outcomes. This research-driven path to aligning the organization with the market to accelerate value generation is called system strategy.Learn more about system strategy
Our toolkit of organizational and human-centred and research methods
We work with client teams to ask questions, comprehensively map issues, goals, and journeys that make up the key problems to be addressed, and build a shared understanding of user needs and organizational goals.
We use a range of evaluative and generative research methods depending on the type of qualitative or quantitative insights that best serve the problem space. This is all defined as part of our project discovery process and on an ongoing and iterative basis as we continue to learn and focus our efforts to deliver increasing organizational value.
- 1:1 Interviews
- Group interviews
- Focus groups
- Co-creation sessions
- Ethnography & observation
- Diary studies
- Journey mapping
- Organizational mapping
- Systems mapping
- Skills assessments
- Market research
- Competitive research
- Card sorting
- Tree testing
User research success story: Ontario Government
Direct user research—including surveying, interviews, usability testing, and focus groups across existing and proposed services and digital products—helped identify areas of improvement and opportunity across a series of benefits programs delivered across the province.
From online to in-person, we worked to map program recipients’ customer journey to lay the groundwork for aligning user goals and expectations with program requirements.
The results:our research findings answered vital questions around digital and in-person access for lower-income and disabled Ontarians and helped set a roadmap to better support users through regional service providers with more intuitive processes and interfaces, more accessible language, and more convenient and suitable communication channels.Get in touch to uncover these kinds of insights
Our commitment to inclusive research
As part of our research practices, we are intentional about recruiting and conducting research in an inclusive manner. This approach allows us to foster relationships with core market segments who have often not had a voice in shaping products and services, while uncovering essential insights from across diverse groups and individuals. Ultimately, this provides your organization with the opportunity to reduce risk and increase market share by ensuring potential or current customers are represented, welcomed, and have the opportunity to engage with your organization.
With inclusive design as a key value and core competency at Say Yeah, we can effectively capture the research insights needed to create highly usable, efficient, accessible, and inclusive experiences.
Our research-related processes
Great products and services aren’t static: they evolve over time and adapt to the people using them. The best way to create amazing products and services that deliver increasing organizational value is to research market perception and validate the quality of the user experience. This knowledge enables human-centered design processes that meet user needs and enable exceptional outcomes.
An effective usability testing methodology helps you identify what’s working and what is limiting engagement across your digital ecosystem, ultimately making informed decisions on how to improve your digital ecosystem. We use a three-step process—Plan, Test, Analyze—to focus your team on the most impactful optimization efforts.
System strategy helps accelerate internal decision-making with an approach that uncovers key opportunities to drive customer engagement and retention while optimizing operations. We achieve this by mapping internal capabilities and consumer objectives in order to define an effective roadmap that meets organizational and market needs.
Our approach to customer journey mapping
The process you need to get to know your customers and discover exactly what they need in order to leverage the customer journey to drive service delivery and digital strategy.
Across every stage of strategy, design, and development you have the opportunity to increase the value of your efforts. With continuous improvement, you can realize the benefits of better connecting with your consumer, driving them towards organizational goals, and optimizing your team’s efforts on an ongoing basis.