Investing in UX research? It doesn’t have to cost a fortune

‘It’ll be alright’ – that’s Centraal Beheer’s promise. It sounds simple, but to ensure that everything turns out alright, they put in a lot of work behind the scenes. They carry out research and talk to customers. CB wanted to take another step forward: to improve the processes surrounding UX research, so that customers take centre stage even more.

In this case study, we briefly explain how we helped CB achieve this, in the hope that it will help and inspire you to take steps towards greater UX maturity within your own organisation. After all, this can be achieved very quickly, and without a huge budget. A vision, a plan, training and coaching – with a small investment, you can go a long way.

Centraal Beheer wanted to professionalise its customer research (UXR) processes. Among other things, this meant conducting research more frequently, sharing knowledge about UXR more effectively within teams, and bringing customer insights to life even more effectively. It was clear what CB wanted, but their question was: how?

To help CB improve its research organisation, we first assessed where they stood. This led to the development of a vision and a roadmap. We then got straight down to business: coaching, training sessions – everything needed to bring CB’s ambitions to life as quickly as possible. 

CX Strategy & Organisation
Training Programmes
UXR Coaching

Don’t just jump in – work from a vision

CB wanted to move their research organisation forward. To make progress, you first need to know where you stand. So, together with CB, we carried out a UX maturity scan. This scan made it clear where they stood, which aspects were truly important, how they could use their resources wisely, and which goals were achievable in order to improve the user experience. We summarised the scan in a Research Manifesto: a clear, achievable vision that the whole of CB can get behind.

We draw up a plan and help put it into action

You can’t simply set out a vision and expect things to run themselves. So we prefer to walk alongside you for the first few steps. 

We worked alongside a core team of CB staff to raise awareness of the importance of UX research within the organisation. Working together is crucial, because: CB staff know the organisation, whilst we know UX. We helped to shape the research. We identified which training sessions were needed and delivered them. We introduced research methods and techniques, and guided teams on which method to use and when. We mapped out research needs and drew up an action plan together. In short: we helped CB turn their new vision into reality.

The most important step towards UX maturity: doing it yourself

As we roll out our vision, we aim to make ourselves redundant as quickly as possible. After all, UX maturity means that, as an organisation, you do it yourselves. That’s why we coach and provide training. We inspire people. We ensure that templates and ways of working are in place. That insights are centrally collected and shared. That the right skills are available. That designers learn how to conduct interviews. Everything to make the barrier to conducting research as low as possible.

Working on UX maturity doesn’t have to cost a fortune – it mainly requires dedication

On a tight budget? That’s no reason to neglect UX research. We can share a fair amount of knowledge in just a few days. We can coach you and share best practices. Achieving UX maturity is a continuous process of learning and taking small steps. If, like CB, you’re prepared to put in the effort and energy, you can go a long way without it costing a fortune.