The Optimal Path

In this episode of The Optimal Path, Reggie Murphy joins host Ash Oliver to discuss how Zendesk scaled UX research, elevating the practice from a supporting function to a strategic partner to the business. Reggie shares how he led the development of training programs, automated processes, and ResearchOps to enable cross-functional teams to conduct research independently. Discover how democratizing research creates a more customer-centric culture and how these changes have shifted UX research from a gatekeeping role to a more collaborative, strategic position. About Reggie: Reggie Murphy is a seasoned strategic research and insights leader with over 20 years of experience leading teams to understand human behavior and create innovative products and solutions that meet the needs of their users. He has a proven track record of success across various industries, including technology, media, finance, and healthcare. He's currently a Senior Director and Head of UX Research at Zendesk. Prior to his current role, Reggie has built and led research teams at USA TODAY, Facebook, Vanguard, and Twitter. Connect with Reggie: You can connect with Reggie on LinkedIn or get mentored by him on ADPList Resources: Democratize Research: Elevate UX Research PracticeHow our product design framework guides UX researchRadical Candor: Be a Kickass Boss Without Losing Your HumanityThe Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and GrowthHow to get stakeholder buy-in: From skeptic to research advocateUX Leadership Playbook: Democratizing Research to Deliver Impact at ScaleFollow Maze on Social Media: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

In this episode of The Optimal Path, Ash Oliver discusses the future of user research with expert Dave Hora. From his beginnings in research back in 2011 to his key roles at companies like Plangrid and Instacart, Dave has been at the forefront of driving innovation through research. Now, he's here to share his thoughts on what’s next for user research—discussing the growing demand for user insights, how to integrate research practices throughout the product lifecycle, and the opportunities of AI tools. Tune in to uncover how we can seize the moment and define what’s next. About Dave: Dave Hora is the founder of Dave's Research Co., where he helps product leaders launch new product lines with the right mix of data, insight, and common sense. He began professional research work in 2011, eventually starting the practice as the first research hire at six companies, including PlanGrid and Instacart. He now works with companies across the globe and writes extensively on the topic of research and its co-evolution with the product practice. Connect with Dave: You can connect with Dave on LinkedIn Resources: The Future of User Research ReportUser Research and Its Inevitable EvolutionWhither UX Research?The UX Research Reckoning is HereEmpathy: The importance of how we speak about ourselvesThe next frontier for research: Building organizations that learnJust Enough ResearchBad research doesn’t stinkThe Mistake Almost Everyone Makes When Doing User ResearchFostering a culture of organizational learningThe Democratization of User Research is a Red HerringPeter MerholzThe Nature of OrderThe Timeless Way of BuildingA Pattern LanguageInterviewing Users: How to Uncover Compelling Insights Follow Maze on Social Media: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

In this episode of The Optimal Path, host Ash Oliver and Senior User Research Manager Paige Bennett explore the vital role of workshops in product development. Paige shares her experience facilitating workshops in the fintech industry, plus best practices for measuring success and co-creating with cross-functional partners and customers. Join us to learn how you can leverage this collaboration tool to drive stronger decision-making, build more impactful products, and grow your career as a product professional. About Paige: Paige Bennett is a Senior User Research Manager at Affirm. Prior to Affirm, Paige managed the Growth and Ecosystems research teams at Dropbox and has previous experience creating strategic research projects at Medium. She is well-versed in the world of workshop facilitation and user research, harnessing the two for big business impact. Connect with Paige: You can connect with Paige on X or Linkedin Resources: Workshopping your way to impactful productsWhy Running Better Workshops Will Make You a Better Creative LeaderThe Field Study HandbookCEO Ideational Facilitation Leadership and Team Creativity: The Mediating Role of Knowledge SharingWolff Olins Report Follow Maze on Social Media: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

In this episode of The Optimal Path, host Ash Oliver welcomes Sander Viegers, VP of Design at Rabobank, to discuss the pivotal role of research and design in the digital transformation journey at Rabobank. Sander shares the principles that guide Rabobank's cooperative approach to a customer-centric design process, as well as practical examples of how research powers more innovative solutions for the customer and the business. About Sander: As the VP of Design at Rabobank, Sander leads the design organization in creating comprehensive customer and employee experiences on a global scale. With prior experience leading design teams at Microsoft, Amazon, and Catawiki, Sander has a proven track record of successful design leadership. He holds a Master's degree in Industrial Design Engineering from Delft University of Technology and has been named inventor on multiple patents. Connect with Sander: You can connect with Sander on Linkedin Resources: Flawless ConsultingThe Hard Thing About Hard ThingsOrg Design for Design Orgs: Building and Managing In-House Design TeamsThe Future of Finance: Driving Digital Innovation Through Customer Insights Follow Maze on Social Media: https://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

In this episode of The Optimal Path, host Ash Oliver is joined by Amy Lima, formerly product designer at AMP @ Amazon Music and currently founder of Diversify Design. Together, they discuss the role of user research in building community products and how to start and scale a research practice inside design teams. About Amy: Amy Lima is a first-generation Brazilian-American product designer, and founder of Diversify Design. Her global footprint growing up between cultures and across continents brings an innate appreciation for diverse perspectives and a fascination for the human experience. To honor these values, her design philosophy is deeply rooted in ethical and inclusive design practices, with her work focusing on fostering community and social expression in a 0-to-1 design process. Beyond her 9 to 5, she’s an active member of the design community and is often found hosting panels, giving conference talks, and writing articles on her experience pivoting into design from the music industry as a minority in tech. Connect with Amy: You can connect with Amy on LinkedIn. Resources: MismatchWeapons of Math DestructionFollow Maze on Social Media: • X: @mazedesignHQ • Instagram: @mazedesignHQ • LinkedIn: https://www.linkedin.com/company/mazedesign To get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

In this episode of The Optimal Path, host Ash Oliver welcomes Marcus Brandford to discuss the transformative power of research in marketing and product development. Delving into how research can inform creative campaigns and marketing decisions, Marcus shares how Figma harnesses customer insights to understand its audience and build impactful brand connections that drive better business outcomes. About Marcus: Marcus Brandford uses research to power marketing decisions. His career began on the agency side at Known, a marketing strategy firm where he ran custom studies for many Google teams as well as Microsoft, Intel, Viacom and others. After leaving the field to pursue his MBA from UC Berkeley, he joined Figma in 2022 as a dedicated researcher for the Marketing function. Marcus works with the Brand, Growth, Editorial, and PMM teams to introduce the market perspective into the creative process, helping teams build with their audience in mind. Connect with Marcus: You can connect with Marcus on LinkedIn. Resources: • The Dream Machine by M. Mitchell Waldrop Follow Maze on Social Media: • X: @mazedesignHQ • Instagram: @mazedesignHQ • LinkedIn: https://www.linkedin.com/company/mazedesign To get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

In this episode of The Optimal Path, host Ash Oliver sits down with Roy Opata Olende to delve into the complexities of UX research across organizational altitudes. They explore the different modalities of learning that take place inside organizations, the critical need for leadership buy-in, and the challenges of communicating research impact. Roy introduces the concept of a "menu of learning" along with his best practices for fostering a culture of curiosity within your own organization. About Roy: Roy Opata Olende has been involved in user research and service design since 2012. He currently leads the UX Research practice at Zapier, a SaaS automation company. Prior to this role, he led Research Operations at Zapier and UX Research at Buffer. When not working or hanging out with his wife and three young boys, he can be found obsessing over football (soccer). Roy hails from Kenya and currently resides just outside of Toronto, Canada. Connect with Roy: You can connect with Roy on X or LinkedIn. Resources: • Research Maturity Model Report by Maze • How Zapier's Head of UX Research Organizes Projects • How to Build a High-Impact Learning Culture by Josh Bersin • Just Enough Research by Erika Hall • Research Practice by Gregg Bernstein Follow Maze on social media: • X: @mazedesignHQ • Instagram: @mazedesignHQ • LinkedIn: https://www.linkedin.com/company/mazedesign To get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about user research and product decision-making, brought to you by Maze. The voices featured in this trailer are Ash Oliver, UX Research Advocate at Maze; Marcus Brandford, Figma; Roy Opata Olende, Zapier; Amy Lima, (formerly) Amp @ Amazon Music; and Benjamin Humphrey, Dovetail New episodes drop every other week. Follow Maze and Ash Oliver on LinkedIn for updates, or visit maze.co/podcast and subscribe to be the first to know when we launch new episodes. See you soon!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Jo on Twitter or LinkedIn. Resources mentioned: Continuous Research Report: Trends to Watch in 2023UX Leadership Playbook: Democratizing Research to Deliver Impact at ScaleBuilding organizations that learnThe Design of Everyday ThingsThe Mom TestFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Gabriel on Twitter (@gabrielvaldivia) or check out his website. Resources mentioned: The Browser CompanyTeam HumanHow to Do NothingFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Aiswarya on LinkedIn or check out her newsletter. Resources mentioned: The Power of NowAlan Design: Behind the screensFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Jasmine on Twitter (@jazzy33ca) or check out her website. Resources mentioned: Atomic HabitsWhy We SleepUndoing the Toxic Dogmatism of Digital DesignJust WorkRadical CandorFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Julian on LinkedIn. And if you'd like to discuss the episode with other listeners, socialize with guests, and find extended host notes with further resources—check out the Host Posts space inside the Maze Community. Resources mentioned: Lightning Decision JamGamestormingFacilitator’s GuideCrazy 8’sGamestorming: A Playbook for Innovators, Rule-breakers, and ChangemakersJust Enough ResearchThink Like a UX ResearcherFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Josh on LinkedIn or check out his Instagram account (@joshdixit). And if you'd like to discuss the episode with other listeners, socialize with guests, and find extended host notes with further resources—check out the Host Posts space inside the Maze Community. Resources mentioned: BehaveJust Enough ResearchMaze x ADPList UX Leadership PlaybookFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Bob on LinkedIn and Twitter. And if you'd like to discuss the episode with other listeners, socialize with guests, and find extended host notes with going further resources—check out the Host Posts space inside the Maze Community. Resources mentioned: How we built the Figma design teamFrom Counterculture to CybercultureWhole Earth CatalogCreativity, Inc.Creative SelectionFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Pulkit on LinkedIn and Twitter. Resources mentioned: B.J. FoggFriction Logs: The Key to Unlocking Product GrowthUserOnboardSamuel HulickHow to Run User Surveys in the Age of Product-Led GrowthNudgeFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can connect with Benjamin on LinkedIn. Resources mentioned: Foundations of atomic researchLegacySuper Pumped: The Battle for UberThe Eric Andre ShowFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can follow Erika on Twitter (@mulegirl) or check out her articles on Medium. Resources mentioned: Conversational DesignJust Enough ResearchDesigning for the Digital AgeBehaveFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can follow Renato on Twitter (@renn) or check out his website. Resources mentioned: Org Design for Design OrgsHigh Growth HandbookManaging OneselfFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!

The Optimal Path is a podcast about product decision-making from the team at Maze. Each episode brings in a product expert and looks at the stories, ideas, and frameworks they use to achieve better product decision-making—and how you can do the same. You can follow Samuel on Twitter (@fastfinge). Resources mentioned: Maze Community Event: Designing for AccessibilityWeb Content Accessibility GuidelinesFable UpskillThe End of AverageFollow Maze on social media: @mazedesignHQ@mazedesignHQhttps://www.linkedin.com/company/mazedesignTo get notified when new episodes come out, subscribe at maze.co/podcast. See you next time!