Breaking Down Organizational Silos: Leveraging Collaboration for Enhanced User Experiences
In the dynamic landscape of user experience research, the prevalence of siloed teams has become a stumbling block, hindering collaborative efforts and making it difficult to capture a holistic picture of the end-to-end user experience. Having separate teams examine disparate parts of an experience can lead to important discoveries from a UI perspective, but consolidating efforts across teams can reveal key user needs and pain points. These insights in turn can help product teams prioritize design efforts associated with the highest impact.
In this talk, Courtney will share strategies to overcome organizational silos to concentrate instead on improving the user experience. Drawing from her experience at Expedia Group, she will share a case study where four key research areas (including market research) came together to craft compelling narratives that effectively communicated user needs and pain points using a variety of customer experience metrics. Additionally, she will discuss how these teams leveraged stakeholder relationships to build a monthly collaborative forum, where nine different business areas converged to suggest targeted product improvements for the launch of Expedia Group’s new One Key Loyalty program—a new loyalty program allowing travelers to earn and burn rewards across our three brands.
Courtney will highlight how these collaborative efforts generated powerful momentum and achieved a greater influence, resulting in immediate buy-in from product stakeholders and securing a significant position in decision-making discussions. She will end the talk by discussing the successes and blockers of aligning teams across different organizations, suggest how to get buy-in from product and leadership teams, and highlight the importance of leveraging experts from different fields inside and outside of quantitative User Experience Research to generate high-quality user experiences.
Quantitative UX Researcher
Courtney Crosby has a PhD in Psychology from the University of Texas at Austin, where she conducted research on romantic relationships. She is currently a Quantitative UX Researcher at Expedia Group on the customer experience (CX) measurement team. She leverages mixed-methods, human-centered design principles, and applied statistics to improve traveler experiences and quantify impact to inform strategy decisions. During her free time, she enjoys exploring Seattle with her dog, Remy!
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