August 16, 2024
4 min

Optimal Workshop's core values: The foundation of our success 🧱🔥

In the fast-paced world of tech startups and scale-ups, having a strong set of core values is crucial for sustainable growth and success. As the CEO of Optimal Workshop, a best-in-class research and insights platform, I've learned firsthand the importance of establishing and nurturing the right company culture. Today, I'd like to share our journey of revisiting and refining our values, and how these principles are shaping our path forward.

The power of values in leadership 🫶

This is my third run as a CEO, following leadership roles at the digital consultancy Tigerspike and the EdTech company Education Perfect. Each time, I've faced the challenge of taking the business to a whole new level. From experience, I've learned that this transformation begins with getting all the right pieces in play for future growth.

At Optimal Workshop, we've been busy laying the groundwork for our next phase of expansion:

1. Forming a new leadership team

2. Launching a fresh brand identity

3. Developing a new strategy and product direction

4. Introducing our refined team values

These elements, particularly our values, are not just words on a wall. They underpin our future way of working and set the standard for the behaviors we expect from every team member. By doing so, we're creating a culture of high performance with solid foundations to build upon and scale globally.

Our core values: The heart of Optimal Workshop 💖

In April 2024, we embarked on a journey to revisit and refine our company values. This process was collaborative and thoughtful, involving input from team members across all levels of the organization. The result is a set of four core values that truly represent who we are and who we aspire to be:

1. Live in our customers' shoes

At Optimal Workshop, we believe that our success is intrinsically tied to the success of our customers. This value emphasizes empathy, understanding, and a customer-centric approach to everything we do. Team members who embody this value:

  • Deeply understand our products and champion user research and data-driven methodologies
  • Go above and beyond to support our customers, ensuring they derive maximum value from our products and services
  • Show a profound understanding of customer pain points and challenges, always seeking ways to enhance the customer experience
  • Prioritize customer satisfaction and strive to provide the highest level of service in all their endeavors

2. Own it

We take pride in our expertise and resilience. This value is about taking initiative, holding ourselves to high standards, and fostering an environment of trust and commitment. An "Own It" mindset means:

  • Demonstrating reliability and accountability, stepping up to challenges and delivering on promises
  • Being solution-focused, supporting others, and finding the best outcomes for all stakeholders
  • Bringing a high level of quality to daily work, advancing projects while maintaining excellent standards
  • Communicating openly and transparently, and professionally challenging the status quo when necessary

3. Game On!

In the dynamic world of tech and user research, adaptability and continuous learning are key. Our "Game On!" value encapsulates our readiness to pivot, our curiosity, and our commitment to constant improvement. Team members who exemplify this value:

  • Demonstrate the ability to change direction quickly and adapt to new circumstances
  • Actively contribute to discussions, ask insightful questions, and share information effectively
  • Continuously learn and challenge the status quo, always seeking innovative ways to improve our processes and offerings

4. In It Together

Last but certainly not least, we believe in the power of collaboration, mutual support, and compassion. This value underscores our commitment to fostering a positive, respectful work environment where everyone can thrive. "In It Together" means:

  • Creating a collaborative work environment and showing respect to all team members and individuals
  • Bringing colleagues and customers together to achieve better results and reach common goals
  • Demonstrating honesty, transparency, and integrity in team settings
  • Speaking openly but respectfully, always listening actively, and being present and ready to participate

Celebrating our values in action 🥳

To bring these values to life, we recently celebrated our inaugural Value Awards. It was inspiring to see team members being recognized for exemplifying these principles in their daily work:

These winners have set a great benchmark for all of us to follow, showing how our values translate into tangible actions and outcomes.

Looking ahead 🔭

One of the most crucial lessons I've learned as a CEO is the immense value of establishing clear core values and guidelines early in a company's journey. When these fundamental pieces are in place, scaling becomes not just easier, but significantly faster – especially when it comes to global growth. 

By setting these core values and guidelines early, we've created a strong foundation that will enable Optimal Workshop to scale more efficiently and effectively on a global level, maintaining our identity, culture, and high standards of performance, no matter how large we become or how far we expand geographically.

Here's to the journey ahead – onwards and upwards, across borders and beyond!

Alex Burke

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1 min read

The importance of roles in making meaningful project experiences

In this post, Daniel Szuc describes why it’s important to go beyond how we may see our roles traditionally when only focusing on job titles. By exploring other roles, as outlined in the post that follows, we can all play a part in helping to glue a team together, making project work easier for all and creating a more positive environment to help in making meaningful project experiences.

Collaboration is hard and needs practice 🙂↔️

“Collaboration” is a term that gets thrown around in workplaces to encourage people to work together better. Sometimes, though, the people using the term may not understand the range of skills required to make collaboration work well, including (but not limited to) listening, expression, empathy, and curiosity.

Each of these skills requires practice.

So asking people to simply collaborate, without understanding the skills required nor the necessary spaces to practice these skills, may well frustrate people more than it helps.

Misalignment 😤

As work hums along in a team, it’s easy for misalignment to creep in. Misalignments are caused by a lack of communication, limited time, poor project management, and micro/macro issues that are addressed too late, causing friction between people. If specific roles are not put in place, these frictions can create difficult work environments, making coming to work unpleasant.

Teams may lack common artifacts to help them communicate with a shared language, which in turn helps connect a project and business narrative together. Importantly, this helps aggregate what a team learns together from customer interviews to help improve a product or service.In effect, there is no light leading the way, so people can get lost in details that have nothing to do with a common and well understood purpose.

Roles beyond a job title 👔

When we speak about roles, we are not referring to traditional job titles such as project manager, developer, and designer, for example. Rather, we mean roles that everyone can play at various points in a project, helping others do their job well and the team deliver on making meaningful experiences.Roles, beyond job titles or the tasks inherent in those titles, help people think in integrated and holistic ways beyond their official job title.

At times, our work requires that we delve deeply into design details; in other situations, we are required to step back and see how all the elements of our work connect in delivering solutions that are part of a broader narrative.As members of teams, we can work more effectively – whether it’s by advancing ideas or in recognizing when it’s time to consider alternative approaches.

Four roles for making meaningful experiences 🎢

We have identified four roles to encourage making meaningful experiences for the team and customers, as well as to encourage integrated ways of working:

  1. Facilitators can define approaches that guide the process of informing, sense-making, and evaluating. They can craft agendas for working sessions and identify what problems need attention. Facilitators can also manage interactions between functions, aggregate a team’s learnings, and map these learnings to shared artifacts. They identify themes that require further study and set goals for the team’s next sessions.
  1. Mentors need to be aware of approaches and skills that require ongoing development and practice, and organize safe spaces in which people can practice, using them over and over during working sessions and across projects. Mentors should work closely with facilitators and custodians to identify the knowledge that the team has captured and map it to a learning program for team members, with a focus on informing, sense-making, and evaluating.
  1. Connectors create artifacts that help bridge gaps and make interactions between people feel more fluid, connecting people’s skills and roles.
  1. Custodians maintain the knowledge base that forms over time and leverage it in creating approaches and courses that help our project teammates to improve at what they do.

Practicing shared skills within roles ⚙️

Independent of whether a person works in management, engineering, product management, design, user research, or some other function, there is a common set of skills of which people need to remain aware: skills that help make our project teams’ collective efforts better.Because there is an intention to integrate ways of working, collective learning makes teamwork effective and results in more meaningful experiences. Working sessions, in which people from different teams or functions come together to solve a problem, provide a common space to focus on that problem, define approaches to help solve the problem, and work through issues together.

A team can identify the skills they practice, reflect on any gaps that may require them to expand their practice, and aggregate their learnings in common artifacts. These then help form and guide a project narrative with which the team resonates or can critique.In understanding the ways in which we work together – in essence, developing empathy for each other – we may see other benefits in addition to the work we produce.One benefit could be to move away from a blind focus on just tools and processes towards a primary focus on how we approach our work together or how we think about problems within the context of a project.

The ways in which we interact with each other suggest that we should look at the following roles, again independent of function or job title:

  1. Informing a problem - What evidence or learnings have we gained to date? What outstanding questions do we need to answer? How would the answers inform the solution to a problem we’re solving now or over time?
  2. Making sense of the data we have - How can we make sense of our learnings as they pertain to specific questions or larger themes that we need to understand and for which we need to design solutions over time?
  3. Evaluating designs - How can we evaluate designs and iteratively improve a product or service and its positioning over time?

Questions for future consideration 💭

  • What roles resonate with you more?
  • What roles do you think are missing?
  • What skills do you need to practice in order to help your team make more meaningful experiences?
  • What skills do you think are missing?
  • What gaps, if any, do you recognize between roles on project teams?
  • What frictions exist on a team and why do you think they occur?
  • How can customer interviews – as one approach to understanding customer stories – encourage constant cycles of informing, sense-making and learning in the spirit of the learning organisation, so to help glue team practices together and create integrated ways of work?

Acknowledgements

Thanks to Josephine Wong for contributing to this piece. For more, see Integrated Approaches to Constant Personal Learning, Improvement, and Maturity.

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1 min read

UXDX Dublin 2024: Where Chocolate Meets UX Innovation

What happens when you mix New Zealand's finest chocolate with 870 of Europe's brightest UX minds? Pure magic, as we discovered at UXDX Dublin 2024!

A sweet start

Our UXDX journey began with pre-event drinks (courtesy of yours truly, Optimal Workshop) and a special treat from down under - a truckload of Whittaker's chocolate that quickly became the talk of the conference. Our impromptu card sorting exercise with different Whittaker's flavors revealed some interesting preferences, with Coconut Slab emerging as the clear favorite among attendees!

Cross-Functional Collaboration: More Than Just a Buzzword

The conference's core theme of breaking down silos between design, product, and engineering teams resonated deeply with our mission at Optimal Workshop. Andrew Birgiolas from Sephora delivered what I call a "magical performance" on collaboration as a product, complete with an unforgettable moment where he used his shoe to demonstrate communication scenarios (now that's what we call thinking on your feet!).

Purpose-driven design

Frank Gaine's session on organizational purpose was a standout moment, emphasizing the importance of alignment at three crucial levels:

- Company purpose

- Team purpose

- Individual purpose

This multi-layered approach to purpose struck a chord with attendees, reminding us that effective UX research and design must be anchored in clear, meaningful objectives at every level.

The art of communication

One of the most practical takeaways came from Kelle Link's session on navigating enterprise ecosystems. Her candid discussion about the necessity of becoming proficient in deck creation sparked knowing laughter from the audience. As our CEO noted, it's a crucial skill for communicating with senior leadership, board members, and investors - even if it means becoming a "deck ninja" (to use a more family-friendly term).

Standardization meets innovation

Chris Grant's insights on standardization hit home: "You need to standardize everything so things are predictable for a team." This seemingly counterintuitive approach to fostering innovation resonated with our own experience at Optimal Workshop - when the basics are predictable, teams have more bandwidth for tackling the unpredictable challenges that drive real innovation.

Building impactful product teams

Matt Fenby-Taylor's discussion of the "pirate vs. worker bee" persona balance was particularly illuminating. Finding team members who can maintain that delicate equilibrium between creative disruption and methodical execution is crucial for building truly impactful product teams.

Research evolution

A key thread throughout the conference was the evolution of UX research methods. Nadine Piecha's "Beyond Interviews" session emphasized that research is truly a team sport, requiring involvement from designers, PMs, and other stakeholders. This aligns perfectly with our mission at Optimal Workshop to make research more accessible and actionable for everyone.

The AI conversation

The debate on AI's role in design and research between John Cleere and Kevin Hawkins sparked intense discussions. The consensus? AI will augment rather than replace human researchers, allowing us to focus more on strategic thinking and deeper insights - a perspective that aligns with our own approach to integrating AI capabilities.

Looking ahead

As we reflect on UXDX 2024, a few things are clear:

  1. The industry is evolving rapidly, but the fundamentals of human-centered design remain crucial

  1. Cross-functional collaboration isn't just nice to have - it's essential for delivering impactful products

  1. The future of UX research and design is bright, with teams becoming more integrated and methodologies more sophisticated

The power of community

Perhaps the most valuable aspect of UXDX wasn't just the formal sessions, but the connections made over coffee (which we were happy to provide!) and, yes, New Zealand chocolate. The mix of workshops, forums, and networking opportunities created an environment where ideas could flow freely and partnerships could form naturally.

What's next?

As we look forward to UXDX 2025, we're excited to see how these conversations evolve. Will AI transform how we approach UX research? How will cross-functional collaboration continue to develop? And most importantly, which Whittaker's chocolate flavor will reign supreme next year?

One thing's for certain - the UX community is more vibrant and collaborative than ever, and we're proud to be part of its evolution. I’ve said it before and I’ll say it again, the industry has a very bright future. 

See you next year! We’ll remember to bring more Coconut Slab chocolate next time - it seems we've created quite a demand!

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1 min read

Event Recap: Measuring the Value of UX Research at UXDX

Last week Optimal Workshop was delighted to sponsor UXDX USA 2024 in New York. The User Experience event brings together Product, Design, UX, CX, and Engineering professionals and our team had an amazing time meeting with customers, industry experts, and colleagues throughout the conference. This year, we also had the privilege of sharing some of our industry expertise by running an interactive forum on “Measuring the Value of UX Research” - a topic very close to our hearts.

Our forum, hosted by Optimal Workshop CEO Alex Burke and Product Lead Ella Fielding, was focused on exploring the value of User Experience Research (UXR) from both an industry-wide perspective and within the diverse ecosystem of individual companies and teams conducting this type of research today.

The session brought together a global mix of UX professionals for a rich discussion on measuring and demonstrating the effectiveness of and the challenges facing organizations who are trying to tie UXR to tangible business value today.

The main topics for the discuss were: 

  • Metrics that Matter: How do you measure UXR's impact on sales, customer satisfaction, and design influence?
  • Challenges & Strategies: What are the roadblocks to measuring UXR impact, and how can we overcome them?
  • Beyond ROI:  UXR's value beyond just financial metrics

Some of the key takeaways from our discussions during the session were: 

  1. The current state of UX maturity and value
    • Many UX teams don’t measure the impact of UXR on core business metrics and there were more attendees who are not measuring the impact of their work than those that are measuring it. 
    • Alex & Ella discussed with the attendees the current state of UX research maturity and the ability to prove value across different organizations represented in the room. Most organizations were still early in their UX research maturity with only 5% considering themselves advanced in having research culturally embedded.
  1. Defining and proving the value of UX research
    • The industry doesn’t have clear alignment or understanding of what good measurement looks like. Many teams don’t know how to accurately measure UXR impact or don’t have the tools or platforms to measure it, which serve as core roadblocks for measuring UXRs’ impact. 
    • Alex and Ella discussed challenges in defining and proving the value of UX research, with common values being getting closer to customers, innovating faster, de-risking product decisions, and saving time and money. However, the value of research is hard to quantify compared to other product metrics like lines of code or features shipped.
  1. Measuring and advocating for UX research
    • When teams are measuring UXR today there is a strong bias for customer feedback, but little ability or understanding about how to measure impact on business metrics like revenue. 
    • The most commonly used metrics for measuring UXR are quantitative and qualitative feedback from customers as opposed to internal metrics like stakeholder involvement or tieing UXR to business performance metrics (including financial performance). 
    • Attendees felt that in organizations where research is more embedded, researchers spend significant time advocating for research and proving its value to stakeholders rather than just conducting studies. This included tactics like research repositories and pointing to past study impacts as well as ongoing battles to shape decision making processes. 
    • One of our attendees highlighted that engaging stakeholders in the process of defining key research metrics prior to running research was a key for them in proving value internally. 
  1. Relating user research to financial impact
    • Alex and Ella asked the audience if anyone had examples of demonstrating financial impact of research to justify investment in the team and we got some excellent examples from the audience proving that there are tangible ways to tie research outcomes to core business metrics including:
    • Calculating time savings for employees from internal tools as a financial impact metric. 
    • Measuring a reduction in calls to service desks as a way to quantify financial savings from research.
  1. Most attendees recognise the value in embedding UXR more deeply in all levels of their organization - but feel like they’re not succeeding at this today. 
    • Most attendees feel that UXR is not fully embedded in their orgnaization or culture, but that if it was - they would be more successful in proving its overall value.
    • Stakeholder buy-in and engagement with UXR, particularly from senior leadership varied enormously across organizations, and wasn’t regularly measured as an indicator of UXR value 
    • In organizations where research was more successfully embedded, researchers had to spend significant time and effort building relationships with internal stakeholders before and after running studies. This took time and effort away from actual research, but ended up making the research more valuable to the business in the long run. 

With the large range of UX maturity and the democratization of research across teams, we know there’s a lot of opportunity for our customers to improve their ability to tie their user research to tangible business outcomes and embed UX more deeply in all levels of their organizations. To help fill this gap, Optimal Workshop is currently running a large research project on Measuring the Value of UX which will be released in a few weeks.

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