As companies' UX offerings mature, so too do the capabilities, offerings and value it can bring to the product team. In this session, Duaa explores the approach to building out the UX function at Square banking, demonstrating how to take control over the growth and interaction between other disciplines that ensures you maintain control over the process, build a better understanding and ultimately get the best outcome for all.

1. STANDARDIZING UX RESEARCH
OVERVIEW & BEST PRACTICES

2. 01
02
03
04
05
06
Outline
Intro
Why talk to users?
Stages of UX Teams
UX at Square banking
Standardizing processes
Q&A

3. Basic research is about talking to users.
Everyone should be empowered to talk to
users

4. Talking to a user

5. Understanding a user
needs goals and
behaviors

6. Understanding a users
pain-points and
addressing them

7. Research can be engaged at any point in the
product development cycle
Foundational
Projects
Builds our
understanding
of people and
the problem
space
Generative Research
Focused more on the
solution space than
people’s context
Does our
solution solve
the problem, and
how could it be even
better?
Evaluative Research
Discovery Define Refine Launch

8. Where you want to be and
where it’s okay to be…

9. Stages:
Fully Embedded
Researchers
Sole Researcher Mid Size team
(2-5 researchers)

10. Stages:
Sole Researcher

11. Stages: Where we will focus
Square Banking
Mid Size team
(2-5 researchers)

12. 1. Roadmap
2. Research Intake Form
Where do we start?

13. Research Intake process

14. Scope
Prioritize
Align research
roadmap with product
roadmap
Meet with Stakeholders

15. Stakeholder Alignment Process
Meet with Stakeholders

16. How do Intake forms fit into planning?
Why an intake form?
How is it utilized?
What is the outcome?
Meet with Stakeholders

17. Inputs to consider when scoping a project

18. Purpose
Why are we doing this?
What do we want to know?
Where are we in the product
development cycle?
How will we use this?
Scope

19. Purpose
Why are we doing this?
What do we want to know?
Where are we in the product
development cycle?
How will we use this?
Company priority
Who is involved?
Low, medium, high company priority
Scope

20. Purpose?
Why are we doing this?
What do we want to know?
Where are we in the product
development cycle?
How will we use this?
Timeline?
When do we need to know this by?
Company priority
Who is involved?
Low, medium, high company priority
Scope

21. Purpose
Why are we doing this?
What do we want to know?
Where are we in the product
development cycle?
How will we use this?
Timeline
When do we need to know this by?
Level of Involvement
How much research support is
required?
Company priority
Who is involved?
Low, medium, high company priority
Scope

22. Purpose
Why are we doing this?
What do we want to know?
Where are we in the product
development cycle?
How will we use this?
Timeline
When do we need to know this by?
Level of Involvement
How much research support is
required?
Priority Matrix
How does this fit in the priority
matrix?
Company priority
Who is involved?
Low, medium, high company priority
Scope
Level of
consideration

23. Problem Clarity: High
Defining
involvement can be
impacted by this
priority matrix
framework
Problem Clarity: Low
Risk: Low Risk: High
DESIGN HEAVY
RESEARCH HEAVY
RESEARCH LIGHT
SHIP IT AND MEASURE IT
Prioritize

24. Defining Level of Involvement
Guidance/ Partner
Full-Service
Consult/Self Serve
Prioritize

25. How does this work in practice?

26. Scope
Prioritize
Meet with Stakeholders
Multiple teams want to better
understand the needs,
perceptions, and Jobs to Be Done
of Upmarket sellers as it pertains
to Banking
Case Study: Square Banking

27. Scope
Prioritize
Meet with Stakeholders
Case Study: Square Banking
Purpose
Timeline
Level of
Involvement
Company
priority
Priority Matrix

28. Guidance/ Partner
Full-Service
Consult/Self Serve
Scope
Prioritize
Meet with Stakeholders
Case Study: Square Banking

29. Impact and approach of research
Desk Research/Literature review Question Prioritizing Workshops Seller Interviews

30. Other practices to build out

31. Take advantage of low hanging fruit and tactical
research
Does our
solution solve
the problem, and
how could it be even
better?
Evaluative Research
Discovery Define Refine Launch
This space can be just as
impactful as the foundational
and generative space

32. Research Templates:
Expand Research Toolkit
Document New Processes:
Onboard Research
Tools and Vendors:
Standardized Survey
Questions Bank
Research
Plan/Research
Brief
Discussion Guide Notetaker
template
Notetaker Sign up
Sheet
Recruitment Tools Diary Study
Platforms
Survey Tools Qual & Quant
Partners
Best Practices
Docs
NDAs/Recruitment
Process

33. Advocating for Research through Research Findings
Research Newsletter
Research Readouts
Research Decks
Research Repository

34. Stages:
Fully Embedded
Researchers