The Customer Research team at QFG: Transforming user experiences
At Questrade Financial Group (QFG), we care deeply about helping Canadians become much more financially successful and secure. Our mission is to revolutionize financial services for the benefit of Canadians. We take great pride in our commitment to providing our customers with the best possible experience when using our products and services.?
Our yardstick for everything we do is that it must provide value to our customers. We always put ourselves in clients' shoes and personalize every interaction to their needs. We continuously innovate and iterate to deliver services and solutions that improve customers' lives.?
That's why we have a caring customer research team to gather user and customer insights that help improve our offerings. Customer research is crucial to providing our customers with the best possible experience with our products and services. By gathering feedback on how people perceive and use our products and services, we can better understand our customers' needs and pain points. It helps put our customers at the center of our technology builds as we add new features and capabilities.
The customer research team works closely with our design, product, and marketing teams to gather insights and data through various research methodologies, such as usability tests, in-depth interviews, surveys, focus groups, concept testing, A/B testing, and diary studies. This data is then analyzed to identify common themes and overarching metrics, which we then use to inform design decisions and improve the overall user experience.
Our customer research team is open to requests from other departments within the company and plays a critical role in keeping everyone in the organization up-to-date on customer needs. They periodically share their learnings and research insights internally so our teams can learn more about how they plan and execute their research. Our people also have the opportunity to observe user sessions conducted by our researchers. All these great insights and valuable feedback help us continue to create innovative products.
The customer research team gathers feedback at various points throughout the product development and design process to measure how users interact with our products in order to understand what improvements must be made. Our customer researchers get in-depth feedback on ideas and concepts at the start of the design cycle to inform product direction early on, and conduct iterative usability tests to help designers improve designs before launch. Our researchers run intercept surveys and measure customer sentiment after products go live so that we continuously improve our products. The customer research team also acts as consultants for market research, such as investigating market needs and trends, doing customer segmentation, and testing branding.?
After any type of research is done, the research team analyzes the collected data and provides recommendations to the relevant design, product, and marketing stakeholders based on their findings. This is followed up with a discussion about which changes are viable and practical based on technical feasibility and business practicality. The stakeholders then assign tasks to appropriate team members responsible for making the necessary changes in design and/or product direction. These changes are then incorporated into further design iterations by the designers or the live product by the development teams.?
Our customer research team plays a critical role in ensuring we live true to our mission of helping Canadians become more financially successful and secure. If you're interested in joining the Questrade Financial Group team, visit https://www.questrade.com/about-us/careers to explore our open positions.