AVIV Group | Research Scaling & Operations
Scaling Continuous Discovery at Org-Wide Level
I led the design and rollout of a company-wide program that enabled designers and PMs to run their own high-quality user interviews. The initiative tripled direct user contact, accelerated decisions, and made insight generation a shared team habit.
The challenge
Our goal was to empower 15 cross-functional B2C teams to conduct their own user interviews, fostering continuous learning, faster hypothesis testing, and greater empathy toward our audiences. We aimed for 4 interviews per team per month, which meant upskilling team members, overcoming language barriers, and establishing a reliable and scalable recruiting process.
My role
I led the initiative end-to-end: from securing leadership buy-in and defining the operating concept, to executing the rollout. My focus was on enabling designers and product managers to meet quality standards, hit interview goals, and most importantly, extract meaningful value from the interviews they conducted themselves.
My approach
To gain traction for the initiative, I first pitched the concept to product leadership, aligning the value of continuous user interviews with their own goals: faster learning, de-risked decisions, and reduced dependency on limited research resources. I promised strong enablement, not additional burden, and backed that up with comprehensive support. Together with my team, we built a scalable system around automated recruitment intake via Slackbots, streamlined coordination with our vendor TestingTime, and minimal manual overhead. We created an extensive learning library,
including video walkthroughs, templates, and step-by-step guides to ensure quality research execution. Finally, we introduced a shared reporting format to help teams synthesize insights quickly and feed them into our research repository, making learnings accessible and cumulative across the organization.
The impact
The program led to a step change in how product teams engage with users. All B2C product teams adopted the practice, resulting in over 290 interviews conducted independently by designers and product managers within the first year. Speed to insight improved dramatically: teams reported a 300% increase in how quickly they could de-risk decisions and test new ideas. Year over year, the number of product and design practitioners who had direct contact with users more than tripled, and perceived understanding of user needs doubled, based on internal assessments. The initiative also significantly reduced operational friction: automation workflows minimized manual tasks for both researchers and team members, freeing up time while improving consistency.