Client: GoodHabitz | Year: 2023
Context
GoodHabitz, a Dutch EdTech scale-up, provides innovative e-learning solutions designed to enhance employee skills and confidence. With rapid growth came the necessity to deeply understand user needs and enhance the company's UX research capabilities. During my engagement, I collaborated closely with their Director of UX to drive research initiatives and empower their growing UX team, ensuring user-centered research became integral to their strategic decision-making.
GoodHabitz, a Dutch EdTech scale-up, provides innovative e-learning solutions designed to enhance employee skills and confidence. With rapid growth came the necessity to deeply understand user needs and enhance the company's UX research capabilities. During my engagement, I collaborated closely with their Director of UX to drive research initiatives and empower their growing UX team, ensuring user-centered research became integral to their strategic decision-making.
Goals
The project's primary objectives were to conduct targeted UX research to uncover insights into user behaviors—particularly among HR professionals across international markets—and to simultaneously build the research capacity of GoodHabitz’s UX team, enabling them to sustainably embed UX research practices into their workflow.
The project's primary objectives were to conduct targeted UX research to uncover insights into user behaviors—particularly among HR professionals across international markets—and to simultaneously build the research capacity of GoodHabitz’s UX team, enabling them to sustainably embed UX research practices into their workflow.
Methods
I led two interconnected initiatives. The first was a multi-country qualitative research study involving moderated interviews with 26 HR professionals across 6 key countries, complemented by 6 additional local-language interviews conducted by a regional agency to capture cultural nuances accurately. This strategic initiative aimed to provide actionable insights into market potential and user needs, directly informing GoodHabitz’s international expansion strategy.
I led two interconnected initiatives. The first was a multi-country qualitative research study involving moderated interviews with 26 HR professionals across 6 key countries, complemented by 6 additional local-language interviews conducted by a regional agency to capture cultural nuances accurately. This strategic initiative aimed to provide actionable insights into market potential and user needs, directly informing GoodHabitz’s international expansion strategy.
Concurrently, I supported the internal UX team's growth by guiding junior researchers and non-researchers through the full research process: planning, recruiting, and moderating interviews via UserTesting. To foster collaborative and efficient research analysis, we utilized tools like Miro and implemented a shared Google Docs dashboard to streamline communication, coordinate actions, and transparently track research progress, significantly enhancing team capability and alignment.
Outcome
My collaboration with GoodHabitz yielded substantial outcomes, strengthening both their strategic insights and internal UX research competencies. The multi-country study directly informed the company's expansion strategy, highlighting opportunities and enabling informed decisions about potential markets. Additionally, by embedding collaborative research practices within the UX team’s workflow, we successfully enhanced their capacity to independently conduct and apply user research. The structured approach and shared dashboard contributed significantly to fostering a culture of user-centric decision-making, further solidifying GoodHabitz’s commitment to continuous, user-driven innovation and sustainable growth.
My collaboration with GoodHabitz yielded substantial outcomes, strengthening both their strategic insights and internal UX research competencies. The multi-country study directly informed the company's expansion strategy, highlighting opportunities and enabling informed decisions about potential markets. Additionally, by embedding collaborative research practices within the UX team’s workflow, we successfully enhanced their capacity to independently conduct and apply user research. The structured approach and shared dashboard contributed significantly to fostering a culture of user-centric decision-making, further solidifying GoodHabitz’s commitment to continuous, user-driven innovation and sustainable growth.
Testimonial
"Ben brings a fresh perspective to our projects by incorporating social science frameworks into his methodologies, which impresses me because his insights are always unique and I've learned new things working with him. I think his ability to communicate complexity sets him apart in a world where user research findings can become stale and mundane. He is a great collaborator and dives right into working with my core team. He actively seeks feedback and goes the extra mile to ensure project success.
- Andrea Lewis, Director of UX
"Ben brings a fresh perspective to our projects by incorporating social science frameworks into his methodologies, which impresses me because his insights are always unique and I've learned new things working with him. I think his ability to communicate complexity sets him apart in a world where user research findings can become stale and mundane. He is a great collaborator and dives right into working with my core team. He actively seeks feedback and goes the extra mile to ensure project success.
- Andrea Lewis, Director of UX
