Notes for a better normal: research leaders on blending old and new

At a recent Facebook event, product research leaders from several companies talked about finding an ideal middle ground between conventional approaches and the lessons of the pandemic.

The challenges of the past year and a half have changed how we do research, communicate, and collaborate. As conditions gradually begin to shift towards “normal,” many of us are starting to feel the pull of pre-pandemic ways of working and thinking. At Facebook’s latest Start Here to Inspire Product (SHIP) event, research leaders gathered to discuss ways to blend long-standing mental models and techniques with the lessons and innovations of the pandemic.

SHIP was hosted by Jacquie Tye, Head of Research for Facebook App Commerce. The lively conversation focused on how researchers have adapted to the pandemic, and how research practice might evolve. Research thought leaders from Facebook, Strava, DoorDash, and formerly Twitter explored their teams’ strategies for framing research questions, working with stakeholders, and conducting research. Here are a few of the ideas that resonated.

Make room for strategic research without slowing innovation

When work became more focused on immediate priorities during the pandemic, urgent tactical research for product innovation was often emphasized over broader research questions, said Nikkia Reveillac, former Head of Research for Twitter. Now, as we return to a balance between tactical and strategic research, we can consider how to do so without impeding innovation. One approach that worked for Reveillac was to help her product team join the strategic research journey. For example, she invited them to ask their own potentially foundational research questions in “I wish I knew” brainstorming sessions.

Design products for an evolving audience

The customer profile at Strava, an app for runners and cyclists, evolved over the course of the pandemic to include many people who don’t fit conventional perceptions about athletes. Niki Canton, the company’s Senior Product Research Lead, said her team started designing features like “local legends’’ that reward grit and determination rather than speed. To make sure Strava really understood the needs of their athletes, they started spending more time thinking and learning about customer scenarios rather than jumping into building.

Return to in-person research where needed

Remote research innovations have been vital during the pandemic, but a thoughtful return to in-person research should also be considered. Radhika Bhalla, research leader at DoorDash, said that while her team will continue remote diary studies of the delivery driver population, it also plans to resume ride-alongs to gain additional rich signal about those drivers’ needs. Experiences that are difficult to capture remotely range from the use of point-of-sale devices to the aromas of a restaurant.

Keep stakeholders engaged, wherever they are

Remote workshops with stakeholders are challenging. Time and attention are limited commodities in the remote environment, and physical artifacts like posters and handouts are scarce. As many workplaces implement a hybrid (remote and in-office) model, we must find creative ways to make sure our findings resonate with both in-person and remote stakeholders. For example, opening research sessions to everyone on the team can democratize learning. And providing compelling physical deliverables for home use (like cards on a key ring) can let everyone engage with useful artifacts.

Bring the world into the lab, and vice-versa

We can create more research experiences that mix in-home and in-lab experiences. Maya Kuehn, senior UX researcher at Facebook Reality Labs, said her team minimized the tech burden of remote testing by sending participants a “lab in a box,” including properly set up laptops, phones, and document cameras. The team also created messier, more realistic environments in the lab by, for example, piping in relevant background noise like street or cafe chatter to create realistic voice interaction studies.

What are your ideas about what a better “normal” for research would look like?

Contributors: Carolyn Wei, UX Researcher at Facebook; Michael Griffin, UX Researcher at Facebook

Event Participants:

• Jacquie Tye is a Research Director at Facebook leading the Facebook App Commerce team.
• Maya Kuehn is a Senior UX Researcher at Facebook Reality Labs, where 0-to-1 spaces and questions about identity and belonging energize her work.
• Nikkia Reveillac is the Former Head of Research at Twitter, where she focused on tackling the company’s biggest opportunities for growth with compelling, customer-centric insights.
• Niki Canton is a Senior Product Research Lead at Strava and leads qualitative research for Strava’s maps and routing products.
• Radhika Bhalla is a Research Leader at DoorDash, where she builds the international research team and infrastructure to support the company’s global expansion and growth