What we achieved together

Research and development of digital solutions at Škoda Auto

Škoda Auto is a leading Czech car manufacturer. In addition to passenger cars and commercial vehicles, it also offers digital products such as the MyŠkoda mobile app, infotainment apps, or the digital assistant Laura. While developing new car models takes several years, digital products are created much faster and require quick feedback from users.

And it is precisely in the area of creating digital products for Škoda Auto that since 2022 we have been providing complete research operations (ReOps) – coordination and support in implementing research activities across the company.

When the entire product team gets involved in research

We chose the method of democratizing research, with which we wanted to encourage members of product teams to not be afraid to conduct their own research on smaller topics and problems that they are addressing, even without the help of a specialized researcher. We therefore launched a partial democratization of research for the area of usability testing of Škoda Auto's digital products. Why did we choose this particular method?

• It is the most frequently used research method for digital products, used in approximately 80% of research at Škoda Auto.
  
• The method is understandable even for non-researchers, and product teams can learn it quickly.
• Processes and procedures can be easily standardized at least partially.
• Designers in product teams are naturally motivated to master the method, as it allows them to quickly validate their design decisions.

We recommended conducting other types of research requiring more complex methods and deeper knowledge of research to be carried out through external agencies. We proposed this solution because the internal research team is very small and it was necessary to address how to satisfy the demand for various types of research. For Škoda Auto, we supplemented a revised system for financing research by agencies.

Comprehensive guide to usability testing

Based on the materials from the democratization of research, we developed the Research Playbook. It is a comprehensive guide that includes educational materials, templates, checklists, and a detailed research process. We designed everything so that every team member could understand the materials and, based on them, carry out usability testing step-by-step – from writing research questions and objectives, through test preparation, analysis and synthesis of results, to presentation of results to stakeholders.
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"Cooperation with StrideXL helped us not only systematize and clarify information about research methodologies, but also ensured that they are now easily accessible to the entire company in online documentation. The internal training they prepared for us is full of practical examples and valuable experience from practice. Thanks to this, our teams are now much better prepared to effectively use research methodologies in their daily work."

David Rejzl
DesignOps Lead, Škoda Auto

From theory to practice

To avoid creating just a guide that ends up in a drawer, we supplemented the Research Playbook with training full of practical exercises. Participants from among the company's employees had the opportunity to familiarize themselves with the entire user testing process, but also to try out the key activities "dry run" and get feedback along with tips and tricks from practice. Those who embarked on the implementation of testing were provided with ongoing consultations.
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"First and foremost, the lecturer's experience with usability testing was evident in the training. I also appreciate the helpfulness, the ability to explain the testing method in detail, and the practical examples."
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Jan Rudinský
UX Research Coordinator, Škoda Auto

We strengthened research know-how and supported its importance in the eyes of company management

The Research Playbook is now available to all Škoda Auto employees and has also been adopted by employees in other departments. The prepared materials now facilitate the work of newly arrived researchers and allow monitoring the quality of research across product teams. To support existing employees in its use, we organized 4 rounds of training, which were attended by all interested designers and product managers. Thanks to our involvement in the project, people at Škoda Auto can continue research on their own without the assistance of external agencies. From their feedback, we know that our methodology helped them clarify procedures and they are not afraid to undertake research themselves. Along with this, the role of research has generally been strengthened, which is crucial for such large projects. We also managed to establish a good relationship with company management and demonstrate the benefits of research.

Used photos and visualization: Škoda Auto