Bonus Episode: Jason Giles, VP of Product Design at UserTesting, live in Austin
Dec 10, 2024
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Jason Giles, VP of Product Design at UserTesting, shares his vast experience leading design teams and fostering empathy in product development. He brilliantly likens team dynamics to a jazz band, emphasizing improvisation and collaborative learning. The conversation dives into integrating research to create a customer-centric culture while balancing AI tools with human insights. Jason also highlights the importance of democratizing design processes, encouraging all team members to contribute creatively, enhancing productive relationships across teams.
Embracing flexibility and collaboration in product design teams fosters innovation and empowers all members to engage in the design process.
Centralizing research efforts democratizes access to customer insights, enhancing understanding and commitment to solving problems across the organization.
Deep dives
The Jazz Band Approach to Collaboration
Using a jazz band analogy, effective product design teams embrace flexibility, improvisation, and collaboration to enhance their processes. This model encourages team members to actively engage in customer feedback rather than relying solely on trained researchers, fostering a culture of learning by doing. By hiring individuals who are open to this approach, teams can create an environment that supports experimentation and adaptability. This method not only empowers designers but also promotes innovation as every team member feels invested in the design process.
Balancing Rigor and Flexibility in Research
Striking a balance between a more structured research environment and a flexible, exploratory approach is crucial for effective decision-making. Organizations often face challenges when empowering non-researchers to conduct their research; initial attempts can lead to biased questions and conclusions if not managed properly. Consequently, creating a framework with enough oversight is necessary to harness the benefits of collaborative research while maintaining some level of rigor. By continuously refining processes and implementing guardrails, teams can improve the quality of insights generated through democratized research.
Democratizing Research for Greater Customer Focus
Centralizing research efforts enables wider access to vital customer insights across all company levels, transforming how decisions are made. This democratization empowers different team members, including product managers and engineers, to engage with qualitative and quantitative data, breaking down the traditional barriers that often stifle creative thinking. As people from various functions contribute to research discussions, they develop a deeper understanding of customer needs, enhancing their commitment to solving problems. The resulting culture fosters a more customer-centric organization, integrating insights into the product development cycle.
Jason Giles is tuned into the habits of successful product design teams, not only because he’s been leading them for 15 years, but also because his team at UserTesting makes essential tools used by top design teams around the world. Jason thinks of the collaboration process in his team as similar to a jazz band where improvisation and exploration go hand-in-hand. We’re anxious to learn more.
We’re excited to share this sponsored bonus episode, recorded live in Austin at The Human Insight Summit (THiS)—as UserTesting helps designers and product teams gain shared insight—seeing and hearing how another person engages with the world around them and taking in their perspective.
As VP of Product Design at UserTesting, Jason leads a team of designers, writers, and researchers across the US, Canada, and UK with the mission to enable real human insight and lead a movement for empathy.
Jason Giles began his professional career as a designer at Microsoft, where he effectively “grew up” alongside the UX discipline itself. Having actively participated in that evolution, Jason transitioned to design management where he has focused on building teams with great cultures that deliver awesome product experiences.