How we scaled user research at SoundCloud from one to everyone
Building on the strengths of an enthusiastic team (and one very cool makeshift research lab), we made SoundCloud a user-centric powerhouse.
CHALLENGE
When I joined SoundCloud, the challenge was clear: I needed to scale user research without relying on a bigger team. The good news? The enthusiasm was there. My predecessor had done a stellar job cultivating a research mindset, but things had gotten a bit … improvised. Teams were eager for insights and had started collecting them independently, with little structure and no guidance. They had even created personas partly based on themselves, without being fully aware of the bias introduced by this approach.
SOLUTION
I recognised the team’s enthusiasm as an incredible asset. Instead of shutting it down, I focused on channelling it. I observed some testing sessions, identifying their strengths (like a genuine passion for understanding users) and areas where simple additions could boost reliability. We introduced focused interview questions, structured note-taking, and basic guidance for structured analysis. Even SoundCloud’s recording studio got a makeover, becoming our makeshift research lab for better observational capabilities and visibility.
About those self-made personas? We quickly set out to replace them with initial, more-grounded proto-personas, based on the team's existing knowledge.
IMPACT
This shift helped demonstrate the value of a structured user-centred approach. The success story we built together secured buy-in for a dedicated user research team. With this newfound support, we could invest in discovery research to create truly data-driven personas.
The team's insights became sharper, giving them more confidence in their decision-making. Their success fuelled further interest in user-centricity, creating a persuasive narrative for scaling user research. Suddenly, everyone wanted in!
This experience solidified a core belief: user research isn't a one-person show, and scaling it isn't just about expanding headcount. With professional user researchers guiding the process, empowered non-researchers become powerful advocates for understanding users, creating meaningful impact.
Ewald Christians, former VP Product, SoundCloud (now VP Product/Partner, BCG X)
“When Rob joined SoundCloud, he swiftly shifted our focus toward user-centricity, by working closely with our product managers, designers, engineers, and leaders. I appreciated Rob’s hands-on approach and drive for change and results. I strongly recommend Rob's services to any organisation looking to elevate their user-centric practices and to integrate user insights into their decision-making.”
