Balancing Quantity and Quality in Scaling User Research

Balancing Quantity and Quality in Scaling User Research Lin, Min-Jung Product Designer at ATG Entertainment 30/09/2024

The Challenge of Scaling Research The Challenge of Scaling Research How do we keep depth while increasing the breadth of research? Quantity vs. Quality Sensitivity: Internal Use Audiences from all over the world Online ticketing 2

Case Study Case study: Scaling Research in Digital Ticket Unlike other online ticketing platforms on the market, we’re a venue operator. 38 venues Diverse audiences present both an opportunity and a challenge. Sensitivity: Internal Use 21 venues West End / Broadway 5 venues Arena 3

Techniques Techniques for Maintaining Quality at Scale User segmentation Focus group Consistent research templates Microsoft PowerPoint Focus on what matters— use segmentation and consistency. Sensitivity: Internal Use 4

Collaboration Collaborating Across Teams to Ensure Quality Our front-of-house staff provided invaluable insights into how ticketing changes affected customers directly. Quality improves when teams work together. Sensitivity: Internal Use 5

Tools Tools for Balancing Quantity with Quality Unmoderated user testing Automated survey Real-time analytics dashboard Even with low traffic in My account (13K), using automated survey, we received 500+ responses in a week. Sensitivity: Internal Use 6

Key takeaways Key Takeaways • User segmentation • Collaborate across teams • Leverage the right tools Start small—balance scale and quality in your next research project. Sensitivity: Internal Use 7

Contact me Further questions? Contact me • Lin, Min-Jung • Product Designer at ATG Entertainment • Connect with me on LinkedIn https://www.linkedin.com/in/linminjung • min-junglin@atgentertainment.com Sensitivity: Internal Use 8