Hitachi Global Research
Hitachi Global Research
Hitachi Global Research
A global UX research initiative exploring the market positioning and user experience of a client product across four regions.
Through primary and secondary research, journey mapping, and synthesis, the project consolidated insights for the product team.
A global research initiative connecting diverse user needs across four regions to inform the redesign of a complex B2B product and experience.
A global research initiative synthesising diverse user needs across four regions to inform the redesign of a complex B2B product and its user experience while uncovering opportunities for improvement.
Through primary and secondary research, journey mapping, and synthesis, we translated diverse user perspectives into actionable product direction.
Through extensive research, journey mapping, and synthesis, the project brought together perspectives across markets into a consolidated body of insights for the global product team.
timeline
timeline
2 months / 2026
2 months / 2026
discipline
discipline
UX Research
UX Research
B2B Design
B2B Design
Usability Testing
Usability Testing
team
team
3 Researchers (India)
3 Researchers (India)
6 Researchers (Global)
6 Researchers (Global)
scope
scope
Global
Global
4 regions
4 regions
Product Research
Product Research
timeline
2 months / 2026
discipline
UX Research
B2B Design
Usability Testing
team
3 Researchers (India)
6 Researchers (Global)
scope
Global
4 regions
Product Research
hover & select the stage
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*due to NDA restrictions, the project has been anonymized; to know more contact here
*due to NDA restrictions, the project has been anonymized; to know more contact here
tl;dr
tl;dr
tl;dr
53+ conversations, one shared product direction
53+ conversations, one shared product direction
53+ conversations,
one shared product direction
The existing product served different roles across different markets, making it difficult to understand where their needs converged, and where they diverged.
The existing product served different roles across different markets, making it difficult to understand where their needs converged, and where they diverged.
So, here’s what we did
So, here's what we did
India Team Contribution
India Team Contribution
20+
user interviews
user interviews
06
product insights identified
product insights identified
02
research deliverables
research deliverables
Global Contribution
Global Contribution
53+
user interviews overall
user interviews overall
19
key insights synthesised
key insights synthesised
05
key industrial design feedbacks
key industrial design feedbacks
India Team Contribution
20+
user interviews
06
product insights identified
02
research deliverables
Global Contribution
53+
user interviews overall
19
key insights synthesised
06
key industrial design feedbacks
context
context
context
Aligning users, markets, and workflows
Aligning users, markets, and workflows
Aligning users, markets,
and workflows
The product was entering a redesign stage, but the team lacked a unified understanding of how their different user roles used it across markets.
The product was entering a redesign stage, but the team lacked a unified understanding of how their different user roles used it across markets.
Research was conducted across four regions, bringing together different roles, workflows, and perspectives to create a shared foundation for the global product team.
The project aimed to understand the broader ecosystem before redesign. Research across four different regions has brought together diverse roles, workflows, perspectives for the product team.
personal work
personal work
personal work
Contributing across the research lifecycle
Contributing across the research lifecycle
Synthetic research to synthesis
As an intern, the work extended across the research lifecycle, contributing as a full research team member across planning, interviews, usability testing, documentation, and synthesis.
As an intern, the work extended across the research lifecycle, contributing as a full research team member across planning, interviews, usability testing, documentation, and synthesis.
My specific contributions in an overview is,
My specific contributions in an overview are,
My specific contributions in an overview is,
User Journey Board, used across global teams
Interview process, across online & on-site mode
Synthesis of research, end to end all data sets
Insights hand-over, to the global team
Target roles identified
Regional probe areas
Focus areas for research
Priority-wise segregation
usability testing
user journey
template
research synthesis
user journey
template
usability testing
synthetic data
desk research
synthetic data
Mapping the ecosystem before the user
Mapping the ecosystem before the user
Know the product domain
Desk research built essential domain knowledge of the HVAC ecosystem, stakeholders, and product landscape, laying the foundation for informed primary research.
Desk research built essential domain knowledge of the product ecosystem, stakeholders, and product landscape, laying the foundation for informed primary research.
Desk research built essential domain knowledge of the HVAC ecosystem, stakeholders, and product landscape, laying the foundation for informed primary research.
01
System Overview
02
03
01
System Overview
02
Stakeholder Ecosystem
03
Product Ecosystem
01
System Overview
02
Stakeholder Ecosystem
03
Product Ecosystem
01
System Overview
02
Stakeholder Ecosystem
03
Product Ecosystem
01
System Overview
02
Stakeholder Ecosystem
03
Product Ecosystem
research guide
desk research
research guide
Turning a broad space into focused questions
Turning a broad space into focused questions
Turning a broad space into
focused questions
The next step was to turn the initial research into a clear structure for primary research, defining what needed to be explored and how it would be approached.
The next step was to turn the initial research into a clear structure for primary research, defining what needed to be explored and how it would be approached.
Highlight points from this activity.
Highlight points from this activity.
Target roles identified
Regional probe areas
Focus areas for research
Priority-wise segregation
Target roles identified
Regional probe areas
Focus areas for research
Priority-wise segregation
Target roles identified
Regional probe areas
Focus areas for research
Priority-wise segregation
research synthesis
usability testing
user journey
template
user journey focused research
industrial design and usability testing
product
market
study
direct impact on quality of output
research framing
research framing
research framing
Four roles shaped the research focus
Four roles shaped the research focus
Target roles for research
After multiple rounds of regional alignment, key touchpoints were identified based on the data needed to inform the redesign. The personas were then mapped to each touchpoint.
After multiple rounds of regional alignment, key touchpoints were identified based on the data needed to inform the redesign. The personas were then mapped to each touchpoint.
After multiple rounds of regional alignment, key touchpoints were identified based on the data needed to inform the redesign. Personas were then mapped to each touchpoint.
stage-wise touchpoints
direct impact on quality of output
globally decided personas
direct impact on quality of output
interview preparation
interview preparation
interview preparation
Different roles, different lenses
Different roles, different lenses
Different roles, different lenses
Each persona required a different lens. Existing synthetic data was synthesised to understand their roles, responsibilities, contexts, and relationship with the product.
Each persona required a different lens. Existing synthetic data was synthesised to understand their roles, responsibilities, contexts, and relationship with the product.
These insights became the foundation for persona-specific probe areas and deep-dive questions, helping guide conversations towards the needs and nuances of each role.
These insights became the foundation for persona-specific probe areas and deep-dive questions, helping guide conversations towards the needs and nuances of each role.
Each persona required a different lens. Existing synthetic data was synthesised to understand their roles, responsibilities, contexts, and relationship with the product.
These insights became the foundation for persona-specific probe areas and deep-dive questions, helping guide conversations towards the needs and nuances of each role.
key artefact
key artefact
key artefact
One journey structure, four regions
One journey structure, four regions
User journey board template
Developed by the India research team, the journey board became the shared structure across all four regions.
Developed by the India research team, the journey board became the shared structure across all four regions.
To compare how different roles moved through the same product ecosystem. The board was iterated and aligned globally before becoming the final research framework.
A shared structure ensured consistent documentation across regions, evolving into the final global research framework.
Primary research data Add in to User Board Synthesis of data
Primary research data Add in to User Board Synthesis of data
primary research
primary research
primary research
Hearing the user before interpreting them
Hearing the user before interpreting them
Hearing the users
Online Interviews
Online Interviews
To understand how users describe their workflows, needs and pain points, primary research began with role-specific online interviews, focused on hearing the user without filtering or interpreting.
To understand how users describe their workflows, needs and pain points, primary research began with role-specific online interviews, focused on hearing the user without filtering or interpreting.
With role-specific questionnaires in place, primary research began through online interviews with the identified users. The focus was on hearing the user, without filtering, interpreting, or synthesising the information at this stage. The raw voice of the user came first.
On-site Interviews
On-site Interviews
This round added an observational layer, capturing users’ physical interactions, instinctive behaviours, and dashboard responses, which couldn't be captured via remote talks.
This round added an observational layer, capturing users’ physical interactions, instinctive behaviours, and dashboard responses, which couldn't be captured via remote talks.
A dedicated user journey board mapped prototype feedback with interview data, capturing what users said and did in real time.
A dedicated user journey board mapped prototype feedback with interview data, capturing what users said, did, and struggled with in real time to reveal patterns across their experiences.
This round added an observational layer, capturing physical interactions, behaviours, and dashboard responses.
A dedicated user journey board mapped prototype feedback with interview data, capturing what users said and did in real time.
20+ interviews conducted overall
20+ interviews conducted overall
online &
on-site both modes
online &
on-site both modes
data synthesis
data synthesis
Adding behaviour to the conversation
Adding behaviour to the conversation
Making sense of the data
After multiple rounds of global alignment, key touchpoints were identified based on the data needed to inform the redesign. Primary and secondary personas were then mapped to each touchpoint, narrowing the research focus to four key roles.
After multiple rounds of global alignment, key touchpoints were identified based on the data needed to inform the redesign.
Primary and secondary personas were then mapped to each touchpoint, narrowing the research focus to four key roles.
Step 01
Interview note-taking
Step 02
Transcript cleanup
Step 03
Shift to user board
Step 04
Individual key findings
Step 01
Interview note-taking
Step 02
Transcript cleanup
Step 03
Shift to user board
Step 04
Individual key findings
Step 01
Interview note-taking
Step 02
Transcript cleanup
Step 03
Shift to user board
Step 04
Individual key findings
Step 01
Interview note-taking
Step 02
Transcript cleanup
Step 03
Shift to user board
Step 04
Individual key findings
step 01
Interview note-taking
step 02
Transcript cleanup
step 03
Shift to user board
step 04
Individual key findings
Online Interviews Findings
Online Interviews Findings
Online Interviews Findings
On-site Interview Findings
On-site Interview Findings
On-site Interview Findings
37
37+
37
raw observations
raw observations
12
12
recurring behaviors
recurring behaviors
05
05
patterns identified
patterns identified
03
03
priority areas
priority areas
insights formation
insights formation
insights formation
Patterns brought the findings together
Patterns brought the findings together
Patterns now brought the
findings together
With the interview data cleaned and categorised, the next step was forming insights. Findings from each participant were brought together to connect patterns, and give structure to the emerging picture, after having laid down the building blocks.
With interview data cleaned and categorised, the next step was forming insights. Findings were brought together to connect patterns and structure the emerging picture.
MoSCoW Framework
MoSCoW Framework
MoSCoW Framework
One of the most helpful frameworks at this stage, it helped prioritise and distil the research, highlighting the findings most relevant and actionable for the product team.
One of the most helpful frameworks at this stage, it helped prioritise and distil the research, highlighting the findings most relevant and actionable for the product team.
One of the most helpful frameworks at this stage, it helped prioritise and distil the research, highlighting the findings most relevant and actionable for the product team.
Must have → 6 suggestions
Should have → 3 suggestions
Could have → 4 suggestions
Won't have → 3 suggestions
Must have → 6 suggestions
Should have → 3 suggestions
Could have → 4 suggestions
Won't have → 3 suggestions
Must have → 6 suggestions
Should have → 3 suggestions
Could have → 4 suggestions
Won't have → 3 suggestions
final deliverable
final deliverable
final deliverable
Handover to product team
Handover to product team
Handover to product team
The final handoff brought together region-wise insights from global teams, consolidated to inform the development of the updated product. A detailed presentation captured these findings, alongside a summary customer journey map highlighting the key insights from the India team.
The final handoff brought together region-wise insights from global teams, consolidated to inform the development of the updated product. A detailed presentation captured these findings, alongside a summary customer journey map highlighting the key insights from the India team.
The final handoff consolidated region-wise insights from global teams for the backend of the development of the updated product.
A detailed presentation captured the findings, alongside a summary customer journey map highlighting key insights from the India team.
the impact
the impact
the impact
01
01
One Shared Perspective
One Shared Perspective
One Shared Perspective
Connected the product, its users, and the development team through a shared understanding of user needs
Connected the product, its users, and the development team through a shared understanding of user needs
Connected the product, its users, and the development team through a shared understanding of user needs
02
02
User Voice to Evidence
Structuring the User Voice
User Voice to Evidence
Turned the user needs and feedback into clear, actionable insights for the product team to take them forward
Turned the user needs and feedback into clear, actionable insights for the product team to take them forward
Turned the user needs and feedback into clear, actionable insights for the product team to take them forward
03
03
Clearer Redesign Direction
Clearer Redesign Direction
Provided evidence-based direction to the team to prioritise needs and shape the development of the product.
Provided evidence-based direction to the team to prioritise needs and shape the development of the product.
Provided evidence-based direction to the team to prioritise needs and shape the development of the product.
reflections
reflections
reflections
Turning Data into Direction
Working through a diverse body of research reinforced the importance of structuring, prioritising, and synthesising information into insights that a product team can act on.
Shared framework still needed flexibility
Realising and implementing that a research framework can standardise the way data is captured without standardising the way research happens.
It's not just about designing an amazing solution and making it look good, but how it fits into the existing system, and how it fits into users' mental models
Turning Data into Direction
Observing user stories and conducting interviews is not enough. Espcecially for a niche market, you need to become your users to truly empathize with their needs
Building a Wider Research Lens
Working through a diverse body of research reinforced the importance of structuring, prioritising, and synthesising information into insights that a product team can act on.
Turning data into direction
Shared framework still needed flexibility
Realising and implementing that a research synthesis framework can help standardise the way data is captured without having to standardising the way research happens.
user journey focused research
industrial design and usability testing
product
market
study