Facilitating Product Innovation
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Establishing a dedicated user research capability at Coalition effectively aligned product development with user needs, resulting in improved product innovation and increased user satisfaction.
Sample screens showing the Airtable base created to manage user research projects.
Situation
Coalition, an insurtech startup specializing in cyber insurance and cybersecurity, experienced rapid growth in its product team, including the addition of new product managers and designers.
Challenge
Initially, team members conducted their own user research. However, as the company expanded its products, programs, and services, along with a complex user base—including brokers, policyholders, and security risk managers—the need for a more structured and continuous user research approach became evident.
Question
How can Coalition implement a continuous user research program to better understand and meet the evolving needs of its diverse user base?
Research development plan
A comprehensive user research development plan was created in collaboration with stakeholders, outlining a phased approach to assess and enhance the delivery of continuous user research.
Research management tools
An Airtable-based system was established to manage user research projects, allowing for effective workload management, capacity planning, and progress tracking.
Insights shared monthly
Monthly user research updates were conducted to share recent insights with product managers, designers, and engineering teams, ensuring that user feedback directly informed product development.
Results
Research studies
In the first year, 15 research studies were completed, providing valuable insights into user behaviors and needs.
Unique insights
Over 1,700 unique insights were documented in the first year, contributing to a deeper understanding of the user base.
Participant engagement
133 participant interviews were conducted in the first year, offering direct user feedback to inform product decisions.
Conclusion
By establishing a dedicated user research capability and implementing structured processes, Coalition successfully aligned its product development efforts with user needs, leading to enhanced innovation and user satisfaction.
