The document discusses democratizing user research at Verizon. It considers the pros and cons of democratizing research insights, experiences, tools, skills, usability research, and generative research. It outlines that democratization is not a binary decision and organizations must consider their specific context. The document then proposes a "Spot Testing" program at Verizon to start democratizing usability research in a limited, structured way by providing research tools and training designers to conduct small, defined tests under the guidance of user researchers. The program would aim to increase bandwidth for research while maintaining rigor and oversight.

1. Victoria Sosik
Director of UX Research
Developing a Company-
Wide Approach to Design
Research at Verizon
UX STRAT Online • Sept 2020

2. 2
UX Researcher,
Google Maps
User-generated Content
2014 2020
Director of UX
Research
Verizon Customer
Marketplace Insights
2015
PhD in Human-Computer
Interaction
Social computing,
persuasive technology,
positive psychology
2016 2017 2018 2019
UX Research Manager,
Google Maps
Local Search & Explore

3. 3
UX Researcher,
Google Maps
User-generated Content
2014 2020
Director of UX
Research
Verizon Customer
Marketplace Insights
2015
PhD in Human-Computer
Interaction
Social computing,
persuasive technology,
positive psychology
2016 2017 2018 2019
UX Research Manager,
Google Maps
Local Search & Explore
That’s not research!
2014 20202015 2016 2017 2018 2019

4. 4
UX Researcher,
Google Maps
User-generated Content
2014 2020
Director of UX
Research
Verizon Customer
Marketplace Insights
2015
PhD in Human-Computer
Interaction
Social computing,
persuasive technology,
positive psychology
2016 2017 2018 2019
UX Research Manager,
Google Maps
Local Search & Explore
That’s not research!
2014 20202015 2016 2017 2018 2019
Usability Science? What will
we do?

5. 5
UX Researcher,
Google Maps
User-generated Content
2014 2020
Director of UX
Research
Verizon Customer
Marketplace Insights
2015
PhD in Human-Computer
Interaction
Social computing,
persuasive technology,
positive psychology
2016 2017 2018 2019
UX Research Manager,
Google Maps
Local Search & Explore
That’s not research! Pokerface won’t generate
valid insights.
2014 20202015 2016 2017 2018 2019
Usability Science? What will
we do?

6. 01
02
03
04
05
Overview
Defining democratization
Democratize
Don’t democratize
Choosing our path at Verizon
The Spot Testing program

7. Defining
democratization
of User Research

8. 8
re·search
/ˈrēˌsərCH,rəˈsərCH/
noun
the systematic investigation into and study of materials and sources in order to
establish facts and reach new conclusions.
verb
investigate systematically.

9. 9
de·moc·ra·ti·za·tion
/dəˌmäkrədəˈzāSH(ə)n/
noun
the action of making something accessible to everyone.

10. 10
Are we democratizing…
...research insights?
...research experiences?
...research tools?
...research skills?
...usability research?
...generative research?

11. 11
Are we democratizing…
...research insights?
...research experiences?
...research tools?
...research skills?
...usability research?
...generative research?
IT DEPENDS

12. Are we democratizing…
...research insights?
...research experiences?
...research tools?
...research skills?
...usability research?
...generative research?
IT DEPENDS
12
Polaris, Kaleidoscope
Urban Jungle
UserTesting, UserZoom
Training Courses

13. 13
“Democratizing
research is largely a
bad idea.”
- Saswati Saha Mitra
“Democratization
is our job."
- Behzod Sirjani

14. Democratize

15. 15
Builds empathy —
Making insights and direct
access to customers more
accessible builds customer
empathy.
Increases bandwidth —
Training team members to
conduct research helps meet
demand when it outpaces the
size of the research team.
Protects Researcher time —
Enabling others to do some
research leaves trained
Researchers time for the most
challenging, impactful problems.
Brings rigor to others’ curiosity —
Training others to do better
research improves the quality of
their learnings and the decisions
they make from them.
Protects customers —
Providing ethics and data
governance guidelines for those
doing research protects
customers and their data.
Builds collaboration and awareness —
Empowering others builds
collaboration and awareness
whereas claiming ownership
inspires “rogue” actors.

16. 16
Builds empathy —
Making insights and direct
access to customers more
accessible builds customer
empathy.
Increases bandwidth —
Training team members to
conduct research helps meet
demand when it outpaces the
size of the research team.
Protects Researcher time —
Enabling others to do some
research leaves trained
Researchers time for the most
challenging, impactful problems.
Brings rigor to others’ curiosity —
Training others to do better
research improves the quality of
their learnings and the decisions
they make from them.
Protects customers —
Providing ethics and data
governance guidelines for those
doing research protects
customers and their data.
Builds collaboration and awareness —
Empowering others builds
collaboration and awareness
whereas claiming ownership
inspires “rogue” actors.

17. 17
Builds empathy —
Making insights and direct
access to customers more
accessible builds customer
empathy.
Increases bandwidth —
Training team members to
conduct research helps meet
demand when it outpaces the
size of the research team.
Protects Researcher time —
Enabling others to do some
research leaves trained
Researchers time for the most
challenging, impactful problems.
Brings rigor to others’ curiosity —
Training others to do better
research improves the quality of
their learnings and the decisions
they make from them.
Protects customers —
Providing ethics and data
governance guidelines for those
doing research protects
customers and their data.
Builds collaboration and awareness —
Empowering others builds
collaboration and awareness
whereas claiming ownership
inspires “rogue” actors.

18. 18
Builds empathy —
Making insights and direct
access to customers more
accessible builds customer
empathy.
Increases bandwidth —
Training team members to
conduct research helps meet
demand when it outpaces the
size of the research team.
Protects Researcher time —
Enabling others to do some
research leaves trained
Researchers time for the most
challenging, impactful problems.
Brings rigor to others’ curiosity —
Training others to do better
research improves the quality of
their learnings and the decisions
they make from them.
Protects customers —
Providing ethics and data
governance guidelines for those
doing research protects
customers and their data.
Builds collaboration and awareness —
Empowering others builds
collaboration and awareness
whereas claiming ownership
inspires “rogue” actors.

19. 19
Builds empathy —
Making insights and direct
access to customers more
accessible builds customer
empathy.
Increases bandwidth —
Training team members to
conduct research helps meet
demand when it outpaces the
size of the research team.
Protects Researcher time —
Enabling others to do some
research leaves trained
Researchers time for the most
challenging, impactful problems.
Brings rigor to others’ curiosity —
Training others to do better
research improves the quality of
their learnings and the decisions
they make from them.
Protects customers —
Providing ethics and data
governance guidelines for those
doing research protects
customers and their data.
Builds collaboration and awareness —
Empowering others builds
collaboration and awareness
whereas claiming ownership
inspires “rogue” actors.

20. 20
Builds empathy —
Making insights and direct
access to customers more
accessible builds customer
empathy.
Increases bandwidth —
Training team members to
conduct research helps meet
demand when it outpaces the
size of the research team.
Protects Researcher time —
Enabling others to do some
research leaves trained
Researchers time for the most
challenging, impactful problems.
Brings rigor to others’ curiosity —
Training others to do better
research improves the quality of
their learnings and the decisions
they make from them.
Protects customers —
Providing ethics and data
governance guidelines for those
doing research protects
customers and their data.
Builds collaboration and awareness —
Empowering others builds
collaboration and awareness
whereas claiming ownership
inspires “rogue” actors.

21. Don’t
democratize

22. 22
Not good for generative research —
Non-Researchers aren’t trained
to effectively analyze large
amounts of data, and can leave
insights “on the table”.
Creates operational concerns —
Democratization programs
require resources for training,
consultation, recruitment,
tooling, and compliance.
Takes more time than it’s worth —
Democratization programs
require significant Researcher
time investment and may not
deliver commensurate value.
Leads to questionable quality —
Those who only spend a short
time learning about research
won’t produce quality insights
like trained Researchers.
Creates insights silos —
Non-Researchers rarely
document findings,
exacerbating challenges with
access to and synthesis of
research insights.
“Cheapens” the research discipline —
Democratization dilutes the skill
set and value of the Research
profession, propagating ideas
that anyone can do our job.

23. 23
Not good for generative research —
Non-Researchers aren’t trained
to effectively analyze large
amounts of data, and can leave
insights “on the table”.
Creates operational concerns —
Democratization programs
require resources for training,
consultation, recruitment,
tooling, and compliance.
Takes more time than it’s worth —
Democratization programs
require significant Researcher
time investment and may not
deliver commensurate value.
Leads to questionable quality —
Those who only spend a short
time learning about research
won’t produce quality insights
like trained Researchers.
Creates insights silos —
Non-Researchers rarely
document findings,
exacerbating challenges with
access to and synthesis of
research insights.
“Cheapens” the research discipline —
Democratization dilutes the skill
set and value of the Research
profession, propagating ideas
that anyone can do our job.

24. 24
Not good for generative research —
Non-Researchers aren’t trained
to effectively analyze large
amounts of data, and can leave
insights “on the table”.
Creates operational concerns —
Democratization programs
require resources for training,
consultation, recruitment,
tooling, and compliance.
Takes more time than it’s worth —
Democratization programs
require significant Researcher
time investment and may not
deliver commensurate value.
Leads to questionable quality —
Those who only spend a short
time learning about research
won’t produce quality insights
like trained Researchers.
Creates insights silos —
Non-Researchers rarely
document findings,
exacerbating challenges with
access to and synthesis of
research insights.
“Cheapens” the research discipline —
Democratization dilutes the skill
set and value of the Research
profession, propagating ideas
that anyone can do our job.

25. 25
Not good for generative research —
Non-Researchers aren’t trained
to effectively analyze large
amounts of data, and can leave
insights “on the table”.
Creates operational concerns —
Democratization programs
require resources for training,
consultation, recruitment,
tooling, and compliance.
Takes more time than it’s worth —
Democratization programs
require significant Researcher
time investment and may not
deliver commensurate value.
Leads to questionable quality —
Those who only spend a short
time learning about research
won’t produce quality insights
like trained Researchers.
Creates insights silos —
Non-Researchers rarely
document findings,
exacerbating challenges with
access to and synthesis of
research insights.
“Cheapens” the research discipline —
Democratization dilutes the skill
set and value of the Research
profession, propagating ideas
that anyone can do our job.

26. 26
Not good for generative research —
Non-Researchers aren’t trained
to effectively analyze large
amounts of data, and can leave
insights “on the table”.
Creates operational concerns —
Democratization programs
require resources for training,
consultation, recruitment,
tooling, and compliance.
Takes more time than it’s worth —
Democratization programs
require significant Researcher
time investment and may not
deliver commensurate value.
Leads to questionable quality —
Those who only spend a short
time learning about research
won’t produce quality insights
like trained Researchers.
Creates insights silos —
Non-Researchers rarely
document findings,
exacerbating challenges with
access to and synthesis of
research insights.
“Cheapens” the research discipline —
Democratization dilutes the skill
set and value of the Research
profession, propagating ideas
that anyone can do our job.

27. 27
Not good for generative research —
Non-Researchers aren’t trained
to effectively analyze large
amounts of data, and can leave
insights “on the table”.
Creates operational concerns —
Democratization programs
require resources for training,
consultation, recruitment,
tooling, and compliance.
Takes more time than it’s worth —
Democratization programs
require significant Researcher
time investment and may not
deliver commensurate value.
Leads to questionable quality —
Those who only spend a short
time learning about research
won’t produce quality insights
like trained Researchers.
Creates insights silos —
Non-Researchers rarely
document findings,
exacerbating challenges with
access to and synthesis of
research insights.
“Cheapens” the research discipline —
Democratization dilutes the skill
set and value of the Research
profession, propagating ideas
that anyone can do our job.

28. 28
Not good for generative research —
Non-Researchers aren’t trained
to effectively analyze large
amounts of data, and can leave
insights “on the table”.
Creates operational concerns —
Democratization programs
require resources for training,
consultation, recruitment,
tooling, and compliance.
Takes more time than it’s worth —
Democratization programs
require significant Researcher
time investment and may not
deliver commensurate value.
Leads to questionable quality —
Those who only spend a short
time learning about research
won’t produce quality insights
like trained Researchers.
Creates insights silos —
Non-Researchers rarely
document findings,
exacerbating challenges with
access to and synthesis of
research insights.
“Cheapens” the research discipline —
Democratization dilutes the skill
set and value of the Research
profession, propagating ideas
that anyone can do our job.

29. Choosing our
path at Verizon

30. 30
PROS CONS
+ Builds empathy
+ Increases bandwidth
+ Protects Researcher time
+ Builds collaboration and awareness
+ Brings rigor to others’ curiosity
+ Protects customers
− Not good for generative research
− Creates operational concerns
− Takes more time than it’s worth
− Creates insights silos
− Leads to questionable quality
− “Cheapens” the research discipline

31. 31
It’s not a binary decision. Research leaders
need to think about the potential benefits and
costs in the contexts of their organizations
and decide what democratization looks like
(or doesn’t) for them.

32. 32
PROS CONS
+ Builds empathy
+ Increases bandwidth
○ Large volume of iterative testing
○ 1 UX Researcher to about 26 Designers
+ Protects Researcher time
○ Increase bandwidth for more generative
UX Research
+ Builds collaboration and awareness
○ Centralized Insights Organization
○ But easy for teams to reach out to vendors
and go “rogue”
+ Brings rigor to others’ curiosity
+ Protects customers
− Not good for generative research
○ Start small with clearly defined scope
− Creates operational concerns
○ Existing ResearchOps Function
− Takes more time than it’s worth
○ Balance oversight and Researcher time
− Creates insights silos
○ Program process requires tracking
alongside existing research trackers
− Leads to questionable quality
○ Many Designers have research experience
○ Office Hour approval model
○ Templatized tests and analysis guides
− “Cheapens” the research discipline
○ Clear, precise language
○ Contextualize within a broader UX
Research program

33. 33
To start, our focus is democratizing
...research insights
...research experiences
...research tools
...research skills
...usability research
...generative research

34. The Spot Testing
program

35. 35
Spot Testing
small, defined testing, not research
CLEAR, PRECISE LANGUAGE

36. 36
Spot Testing is part of our wider UX Research Program
Embedded Collaboration
Ad Hoc Rapid Research
Self-service Spot Testing
CONTEXTUALIZE WITHIN A UXR PROGRAM

37. 37
Embedded Collaboration
GOOD FOR: Generative or strategic projects, deep customer understanding, and ongoing research programs
TIMELINE: Longer engagements, 2+ weeks depending on study
HOW TO: Quarterly research prioritization through meetings with UXR portfolio Lead

38. 38
GOOD FOR: Well-defined, qualitative usability studies with 1-2 objectives
TIMELINE: 1-2 week turnaround (depending on scope and audience)
HOW TO: Submit a UXR brief to request a study—studies are prioritized every other Wednesday for kickoff the following Friday
Ad Hoc Rapid Research

39. 39
GOOD FOR: Single objective, unmoderated tests that match an existing template
TIMELINE: Quickest, 1-2 days depending on audience
HOW TO: Trained Ambassadors create tests on-demand with custom templates, sign up for a consult during UXR-staffed Office Hours,
launch test, and analyze results
Self-service Spot Testing
CLEARLY DEFINED SCOPE

40. 40
The Spot Testing Process
Onboard to Program
+ Attend orientation
+ Take Basic Training
+ Admin sets up your
UserTesting account
1 2
Setup Test
+ Create test on
UserTesting
Platform using
provided templates
3
Submit Test for
Review
+ Submit new Spot
Test form
+ Attend Office Hours
+ UXR approves study
for launch
4 5
Launch Pilot then Full
Test
+ Pilot test with 1
participant
+ Launch Spot Test by
adding participants
as per training
Analyze and Report
Findings
+ Analyze results using
guide
+ Submit final report
form
+ Form shared with
Portfolio UXRs

41. 41
The Spot Testing Process
Onboard to Program
+ Attend orientation
+ Take Basic Training
+ Admin sets up your
UserTesting account
1 2
Setup Test
+ Create test on
UserTesting
Platform using
provided templates
3
Submit Test for
Review
+ Submit new Spot
Test form
+ Attend Office Hours
+ UXR approves study
for launch
4 5
Launch Pilot then Full
Test
+ Pilot test with 1
participant
+ Launch Spot Test by
adding participants
as per training
Analyze and Report
Findings
+ Analyze results using
guide
+ Submit final report
form
+ Form shared with
Portfolio UXRs
TEMPLATIZED PROCESS

42. 42
The Spot Testing Process
Onboard to Program
+ Attend orientation
+ Take Basic Training
+ Admin sets up your
UserTesting account
1 2
Setup Test
+ Create test on
UserTesting
Platform using
provided templates
3
Submit Test for
Review
+ Submit new Spot
Test form
+ Attend Office Hours
+ UXR approves study
for launch
4 5
Launch Pilot then Full
Test
+ Pilot test with 1
participant
+ Launch Spot Test by
adding participants
as per training
Analyze and Report
Findings
+ Analyze results using
guide
+ Submit final report
form
+ Form shared with
Portfolio UXRs
TRACK ALONGSIDE OTHER RESEARCH

43. 43
Launch Approval Flow
Attend Office
Hours
Spot Test approved
for launch
Spot Test
assessment
by UXR
Designer edits offline and signs
up for next Office Hours
Spot Test on hold— UXR POC
contacted
Edits made in
Office Hours
Requires minor/
no revisions
Requires moderate revisions
Requires major revisions or not
Spot Testing appropriate
OFFICE HOUR APPROVAL MODEL

44. 44
Program Goal: Quick Approval and Launch
Spot Test approved
for launch
Spot Test
assessment
by UXR
Designer edits offline and signs
up for next Office Hours
Spot Test on hold— UXR POC
contacted
Edits made in
Office Hours
Requires minor/
no revisions
Requires moderate revisions
Requires major revisions or not
Spot Testing appropriate
Attend Office
Hours
BALANCE OVERSIGHT AND RESEARCHER TIME

45. In Summary

46. 46
Democratization is not a binary decision. Think
about the potential benefits and costs in the
contexts of your organization and make an
intentional decision about what democratization
does (or doesn’t) look like for you.

47. Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.

48. Appendix

49. 49
+ Collum, M. The state of UX Research in 2020
+ de la Nuez, A. Democratization of UX Insights: What Does This Really Mean?
+ Fuccella, J. Democracy or Tyranny in UX Research… Is there a Middle Ground?
+ Hammontree, M. The Future of UX Research
+ Kingman, K. Transforming strategic research capacity through democratization
+ McCloskey, M. Democratizing CX research: How our Design Team embraces human insights
+ Mitra, S.S. Undemocratising User Research
+ Ruiz, E.G. Scaling UX Research: how to train an army of (non)researchers
+ Sirjani, B. Democratization is our Job
+ Stevens, M. Escape Velocity: Finding Our Path in the Next Decade
Referenced Work