Intrepid restructured their insights and are involving more teams in Dovetail
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The world’s largest provider of adventure travel experiences uses Dovetail to store and analyze research data from a rapidly growing user experience team
Intrepid Group aims to "Change the Way People See the World" through its diverse range of B2C and B2B brands, including Intrepid Travel, Adventure Tours Australia, and Peregrine, catering to various ages, budgets, and adventure appetites. Recently, the company has prioritized enhancing its user experience and research capabilities, with UX Manager Gemma Sherwood emphasizing the importance of better understanding customers to provide optimal travel experiences.
This commitment is evident in their recent annual report, where Gemma and her team collected and analyzed over 50,000 pieces of customer feedback related to their overall experience and customer journey. They expanded their UX team by 250% and conducted 88 usability testing sessions across three continents, generating 368 videos and 3,000 minutes of footage. Intrepid Group’s growth in UX shows no signs of slowing, with plans to double the team again in the coming months, adding members across three time zones.
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Our growth will present new challenges related to practice alignment, sharing insights, speed, and information management
Cluny McCullagh, a lead researcher at Intrepid Group, says the primary challenge is finding a place to centralize raw research and insights from across the company, and the globe. “We maintain good speed when synthesizing research, and we deliver insights to different stakeholders through presentations, videos, and digital whiteboards”, Cluny explains. “However, when stakeholders miss a session or don’t have access to a digital whiteboard, we’re often forced to trawl back through research outcomes to provide information”.
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A central, searchable repository to address most enquiries is our goal to fix this issue
Research and design at Intrepid Group are configured in a hybrid model, with centralized researchers and embedded designers. Once a project is prioritized, researchers engage stakeholders for generative research activities, and then onboard the designers and project team with results and opportunities during sprint zero.
Our broader goal is for the Insights and Marketing departments to utilize Dovetail as a searchable research library to improve their decisions and ground them in customer experience.
Gemma Sherwood
UX Manager
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How Dovetail helps
Dovetail has proven invaluable for the UX team at Intrepid Group, helping researchers return to raw data and establish a hierarchy of qualitative research results that guides their insights. Although they are early in their adoption of Dovetail, the team is already benefiting from a searchable research repository that enhances decision-making. Initially set up as a repository for the researchers' immediate team, Dovetail is now being utilized by the broader UX team, including UI, UX, and visual designers, who refer to the data for project-related questions. With researchers and designers actively engaged and the repository expanding, Gemma notes that the UX team aims to involve other departments, such as Marketing and Insights, by the end of the year.
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