Building a B2B Research Lab for a Bank
As B2B Research Lead, I built the research function and governance model for a private bank serving 1M+ business clients and 120+ product teams, co-creating a research lab.
I transformed research from ad-hoc studies into a structured system embedded in product decision-making.
  • The challenge
    • High churn in the SME segment
    • No general client Feedback B2B system
    • Frequent post-release rework of features and services
    • Legacy systems in mid and large segments slowing change, high costs
    • Complexity of coordination across 120+ product teams
    • Research impact was not measurable or linked to product decisions
  • What I did
    • Co-created the research lab, leading the B2B direction with a team of 16 Researchers, UX Writers, and UX Analysts
    • Embedded research into the product lifecycle and scaled it across all B2B teams
    • Aligned UX insights with the business prioritisation model
    • Framed UX as measurable business risk at the executive level
  • Impacts highlights
    • Introduced mandatory UX validation checkpoints eliminating new critical UX issues at release
    • 70% of released critical usability issues resolved through research-driven backlog validation
    • Increased client satisfaction after closing feedback loops
    • Research governance supported the launch of 30+ digital services under the new product model
The Lab
I designed the B2B research environment within the research lab, enabling product teams to validate complex B2B workflows in replicated business contexts (offices and service points) with eye-tracking and live observation.

Impact:
  • Evidence-based insights
  • Faster cross-functional alignment
  • Research embedded into B2B product decision-making
Research Governance Model
Over two years, I transformed an ad hoc research function into a structured CX/UX lab embedded in B2B product governance.

1. Executive alignment
  • Aligned leadership on integrating research into product decision-making using the Nielsen Norman UX maturity model.
2. Product integration
  • Embedded researchers into key B2B teams
  • Piloted discovery with embedded research and validation checkpoints on high-impact initiatives such as a new loans concept, Small Business CJM, and a UX audit.
  • Connected VoC and research insights with product metrics and business prioritisation.
3. Operational system
  • Formalised a validation model and mandatory UX checkpoints to eliminate critical UX errors at release.
  • Secured a dedicated research budget
  • Embedded research into the product lifecycle
Research Methods & Feedback Loop Integration
Designed a closed-loop VoC and research insight system linking customer feedback to product processes and backlog decisions across 120+ teams.

  • Built a UX Analytics team
  • Structured VoC analysis and problem prioritisation
  • Integrated feedback into backlog revision and release planning
  • Tracked satisfaction and product metrics after implementation
Evidence:
  • 70% of critical platform issues resolved
  • VoC score improved
  • Research directly informed backlog changes following churn and other studies

Scalable Research Team

  • I built and scaled a B2B research team of 16 Product Researchers, UX Analysts, and UX Writers.
  • Standardised research methodology and knowledge base across teams to ensure efficient knowledge transfer and avoid researcher bottlenecks
  • To scale research quality we designed a competency and growth system: competency map, Grade progression model, assessment model, Quarterly retrospectives.

  • Competency Assessment Framework for CX/UX Researchers

    2020-2024

    Together with Elena Svergenenko we created a Kit for Researchers, Team Leaders, and Business Managers

Learn more
Changing product decisions
  • UX audit and VoC analysis revealed key drivers of SME dissatisfaction, leading to backlog reprioritisation.
  • Small Business CJM identified major churn drivers and informed changes to critical product areas.
  • Embedded researchers and mandatory UX validation before development handoff improved decision quality and prevented costly post-release rework.
With the research lab, team, and governance processes in place, researchers became the glue connecting product teams with real client experience.
Multi-Method Concept Validation at Scale: Retail Case Studies with Emotion AI, Qual/Quant and Beta Testing
go read how we did it