Beyond the Findings: The Case for UX Research in Digital Transformation

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People often think of UX Research as a highly tactical approach to improving the usability or visual appeal of a website or digital product. While good UX research will certainly validate and provide tactical improvements to an existing design, using it for validation alone would be like using your iPhone solely to tell time! Business leaders, product teams, and technology organizations (or those in the process of becoming technology organizations) can help their strategies and teams succeed by maximizing their UX Research.

Join Marina Foglietta-Tereo, Head of UX Research at AXA Insurance, as she explores the unrecognized organizational, cultural, and strategic benefits of an in-house, central and mature UX Research team. Going beyond the tactical applications of UX Research during product development and strategic planning can aid digital transformation, spark innovation and embed a product mindset.

In this webinar, Marina will help you:

As a business or product leader - understand why you should invest in building an in-house UX Research team
As a product manager, designer, or UX researcher - convince your leadership of the need to invest in this competency

Brought to you by:

Marina Foglietta-Tereo, Head of UX Research, AXA Insurance

As a UX Researcher with an MBA in Strategy and Business Analytics, Marina combines her UX and analytical toolkits to solve business - and ultimately human - problems. As a leader of digital transformations within Northwestern Mutual and American Express, she began to see UX Research as a tool to not only build the best products, but to build the teams, cultures, and processes that this type of delivery necessitates.

Marina believes in using all manner of customer data - qualitative, quantitative, behavioral, attitudinal, generative and evaluative - to solve strategic business questions and in combining often disparate data teams to produce better experiences and link product goals (informed by customer needs) to business goals. She is currently embedding this "integrated insights" strategy as Head of UX Research within the Data Science team at AXA Insurance. On the weekends she enjoys riding horses and breaking her diet.

Product Management Today