As a leader in user research at Almosafer within the Seera Group, I faced the challenge of scaling the design team and products we served while staying connected with our customers. Manual tasks such as recruiting and analysing research were resource-intensive, leading to delays in the overall design process and in product delivery.

My goal was to initiate a transformative project to automate user research, addressing the challenges associated with manual tasks and resource-intensive processes. The aim was to create a more efficient system for the design team, ensuring better scalability and continued customer engagement with the business.

To address the challenge, I initiated the use of tools like Dovetail and Ethnio, creating a repository for customer insights that facilitated efficient internal sharing and knowledge transfer. Collaborating with the Data team, we implemented Natural Language Processing (NLP) and AI to streamline research analysis. This resulted in a significant impact, including a significant reduction in time spent on analysis, an 3x increase in weekly research sessions with customers (due to time saved in admin), and a faster customer recruitment process. The insights generated from this project played a crucial role in facilitating quicker decision-making and clear strategic direction for the businesses targets - achieving a strong product market fit score from our customers. This project highlights my leadership in driving efficiency, scalability, and strategic decision-making through the implementation of innovative user research methodologies.