Turning neglected data into vital insight
Visa's research team was struggling with low engagement and utilisation of their valuable UX research. Traditional PDF reports were being created but rarely referenced, resulting in wasted insights and duplicated research efforts.
Making research actionable
Working closely with Kerry (Design + UX Director) and the Ipsos research team, we:
Transformed complex research data into strategic, actionable insight "nuggets"
Created a new presentation format that made findings accessible and engaging
Created a unified system that connected previously siloed research efforts
Impact
Reduced duplicate research by creating a searchable knowledge base
Accelerated decision-making through easily accessible insights
Strengthened research influence on product strategy and roadmap prioritisation
Storytelling increases engagement
To build empathy and understanding, we started with the concept of storytelling through a customers journey. What were the highs and lows. This gave a consistent frame to the research.
(we've neutralised sensitive material for this case study)
Insights to action
Each research-driven insight nugget was formatted into a themed card and key action.
Keep it scannable
We put these insight cards together into themes, that form a top line for C-suite and casual readers, who don't need every detail but want to see the value of the research.
Provide depth with data
See something interesting? Click on that insight card and you'd get the 'Insight Board' which included more granular detail including quant, qual and customer quotes.
Encourage in-person collaboration
The insight boards worked in both digital format and print and so were routinely printed out to facilitate ideation and helped the teams make informed decisions.
Charts beat tables
To trust the insights we must have data. Previously, research was shown in tables which made seeing patterns harder so we created a set of charts that replaced less engaging tables. These charts needed to cover lots of different types of data which we expanded over time.
Unifying research into one place
Zoom right out across teams and departments, and you'd get the main dashboard. All research in one place.
Making browsing personal to the viewer
Different people wanted to see different things so we personalised based on reading habits and early onboarding signals.
Evolving with AI
As AI tech improved, our next goal is to bring in the concept of 'chatting' to your research.
