The Shift to UXR Strategy | Kate Betteridge (Constant Contact)

Listen now on Apple, Spotify, and YouTube.

—

Kate stepped into a design strategist role at Constant Contact earlier this year, where she is focused on integrating GenAI capabilities into their email and digital marketing software to address long-standing user needs of small business owners. Previously, she spent five years honing her skills in mixed-methods research at Constant Contact as well as the Bentley University user experience center where she helped clients in different industries make their technology easier to use. Kate holds a Master’s in Human Factors in Information Design from Bentley University and a Bachelor’s from Colgate University. A self-described digital renaissance woman, she has worn many hats across her career, giving her a unique perspective on product development. She’s passionate about reimagining the future of technology through a thoughtful blend of user insights and emerging innovations.

In our conversation, we discuss:

* The evolution from user research to strategy roles and how this transition enhances decision-making and business alignment.

* Balancing user needs with business goals, emphasizing that they are not mutually exclusive but rather complementary.

* Practical steps to integrate strategic thinking into research tasks and presentations, such as adding broader implications to findings.

* Building relationships and co-creating roles to ensure alignment and foster collaboration across departments.

* The role of intention setting in career transitions and how vision exercises can help clarify personal and professional goals.

Check out the goal statement exercise here:

Some takeaways:

* Research findings need to connect to actionable opportunities. To make research impactful, include a “broader implications” slide in your presentations. This slide should tie research insights to organizational objectives and explore strategic opportunities. For instance, findings from usability tests can highlight broader trends or gaps in user behavior, fostering discussions on larger business implications.

* Strategic roles require co-creation and proactive definition. Rather than relying solely on job descriptions, take an active role in shaping your position. Write down what you want to do, combining personal strengths with business needs. Discuss this vision with stakeholders to align expectations and gain buy-in for new responsibilities.

* Building cross-departmental relationships is essential. Collaboration thrives on strong interpersonal connections. Initiate coffee chats or casual discussions with stakeholders from other teams. Leverage mutual connections to expand your network and gain insights into how different departments operate, facilitating smoother collaboration on strategic projects.

* Career transitions benefit from goal-setting exercises. Set intentions by envisioning your future role in detail. Write a goal statement describing your ideal position, the work you’d like to do, and how you’ll feel upon achieving it. Review this regularly to keep your actions aligned with your long-term aspirations.

* Strategic thinking marries user and business needs. Adopt a holistic approach where user insights are not seen in isolation but as a means to drive business success. For example, service blueprints and customer journey maps should not only outline user pain points but also identify opportunities for growth, innovation, and profitability.

Where to find Kate:

* Website

* LinkedIn

* Substack

Interested in sponsoring the podcast?

Interested in sponsoring or advertising on this podcast? I’m always looking to partner with brands and businesses that align with my audience. Reach out to me at nikki@userresearchacademy.com to learn more about sponsorship opportunities!

The views and opinions expressed by the guests on this podcast are their own and do not necessarily reflect the views, positions, or policies of the host, the podcast, or any affiliated organizations or sponsors.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.userresearchstrategist.com/subscribe