Building an Integrated Qualitative and Quantitative User Research Capability

A product manager for Intuit’s Quickbooks had learned that a new feature his team just shipped wasn’t used nearly as much as they’d hoped. Sam Nordstrom and his team formed a hypothesis: If they could get users to send invoices with a Pay Now button, those users would get paid faster. The team developed a Gmail extension that inserted a button directly an invoice into an email reply.