R&D
CX/UX RESEARCH FOR KPMG
Project Scope
Pre-Discovery Phase
Research Goals
Key Questions We Asked
Segmented Focus Group
We wanted to discover and define who the personas are in the system
Methodology
We used the quantitative research methods (interviews) to help us identify and prove or disprove our assumptions, find commonalities across our target audiences (focus group A,B,C) and recognise their needs, goals and mental models.
This research process focuses on understanding user behaviors, needs and motivations through observation techniques, task analysis and other feedback methodologies. For the qualitative research, we aim to use the survey tool using Qualitrics to get an insight of the R&D from the internal staff perspective.
Process
The research process involved a variety of activities including face-to-face interviews with existing & new clients, taking internal surveys using Qualitrics. Initially we conducted CX research and then sent out the surveys for the internal staff research in the second phase.
We synthesised each research by grouping and categorising the concepts for an affinity map to find the patterns & key observations to guide the rest of their process (creating personas & validating assumptions) Then we compared the results on both sides and provided final solutions for the partners in the R&D business.
Research Steps
behind the scenes at beyond
Focus group Interviews
We sorted the large amount of data into 3 categories - large, medium, small clients (Total 18 clients participated)
R&D Team
Collaborated with SME, Partners, BA, and Scrum Master for the purpose of the research
Internal Survey
We created 10 questions to be answered anonymously. We focused on these key topics in the broader context. Total 30 responses came through
Found opportunity
There is no one solution in the market that we know of that is providing everything that our clients want. We have an opportunity here
Planning
R&D Research Pre-Discovery
Observation & Findings
Voice of client vs Voice of business
Client’s way of workings
Small business clients have to fill in more than one role due to lack of dedicated resources at times. For larger organisations individual roles and responsibilities are well defined and well structured.
Client technology tools
Large & Small mediums. They have off the shell technologies – Github, Trello, Jira
Financial/Technical
Duplication of effort
Staff's frustrations & problems
Staff has experienced and identified the pain points and ongoing issues when delivering R&D claims for the clients. The most critical delivery issues were in the process of using R&D Edge system and its workflow and the client interaction for contemporaneous R&D record keeping.
Technical
Less productivity and inefficiency of using current R&D delivery model and ongoing engagement with the clients for R&D claim process
Staff's requirement
Better quality of client data, better education portal for clients, integration capability with the client systems, reduce the manual process of working by improving the templates and tools
Highlights of the report
