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Scaling Teams Through Data-Driven Decisions

Client: IBMRole: UX Research LeadDuration: 6 Months

Objective

To equip IBM’s UX research teams with robust data instrumentation and actionable insights, bridging qualitative research with behavioral data to optimize user experiences across cloud platforms.

Challenge

  • Fragmented data insights due to poor instrumentation and disconnected tools.
  • Outdated user personas leading to misaligned product roadmaps.
  • Complex and siloed workflows, reducing cross-product collaboration.

Approach

JTBD Framework for IBM Cloud

Establishing a Jobs-To-Be-Done Framework

Defined a JTBD framework to prioritize user goals and challenges, aligning teams with key opportunities for improvement. This provided a shared understanding across development, design, and research teams.

Enhanced Behavioral Analytics Using Instrumentation

Partnered with data scientists to deploy advanced analytics using data collected via Amplitude and other tools. These analysees provided actionable insights into behavioral data, enabling teams to uncover user pain points and track flow optimizations.

IBM Cloud Resources Usage Affinity Map
Team Collaboration Bootcamp

Cross-Team Bootcamps

Facilitated UX research bootcamps to align product teams on a unified vision, fostering collaboration and breaking down silos. These workshops helped integrate behavioral insights into roadmap planning.

Results

Revised Personas and Roadmaps

  • Roadmaps now reflect diverse user needs, improving user satisfaction metrics by 40%.
  • Cross-team collaboration led to more cohesive feature rollouts.

Enhanced Conversion Rates

  • 25x improvement in Blockchain provisioning workflows, boosting conversion rates to 2.5%.
  • Behavioral insights directly informed design optimizations.

Conclusion

This case study highlights how data instrumentation and user-centered frameworks transformed cross-functional collaboration and user experience outcomes at IBM. By redefining personas and aligning teams, we achieved tangible results in conversion and satisfaction.

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