Mable built a single source of truth for customer knowledge with Dovetail

At Mable, they’re bringing people together to enable unique and inclusive lifestyles. Their platform helps connect people with disability and older Australians with independent Support Workers who operate as small businesses. UX and research sit under Customer Experience at the company, which represents the voice of the customer. As a cross-functional team it's crucial they’re always conducting research to put the people first, understand how best to support them, and communicate this to product. The team focuses on qualitative research and insights to deliver excellent experiences through design.

Before forming their Customer Experience team in 2020, Mable conducted limited customer research, storing information across various platforms. This fragmented approach trapped insights in isolated documents and required significant manual effort to locate data, hindering scalability for Mable's growth. With the introduction of Dovetail as a centralized repository for research notes, transcripts, customer interviews, and insights, the team has streamlined their processes, making data more organized and easily shareable. This allows them to build on existing customer knowledge without repeating research, while Dovetail's templates and tags help standardize workflows for different research types, ultimately saving time.

Previously, when research was spread across various tools and mediums, it was difficult for teams to form a holistic view, often leading to a focus on quantitative data and reactions to metrics without a deeper understanding of the underlying insights. Many experiments were based on assumptions rather than customer insights. With the adoption of Dovetail, teams can pull learnings from multiple research projects to provide multi-faceted insights, combining qualitative and quantitative data to inform product decisions. Dovetail helps uncover root problems and challenge false assumptions when different viewpoints arise. Its canvas view allows for flexible mapping and grouping of data into themes, encouraging effective synthesis across various research methods.