ZoCo Design builds trust and legitimacy with traceable customer insights in Dovetail
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Learn how ZoCo Design uses Dovetail to build confidence in their research accuracy and visibility, and bring collaboration into the twenty-first century
ZoCo Design is a UX and product design studio with a mission to champion human-centered technology. They work with customer-centric software companies—from big corporations across industries like healthcare, finance, retail, and more, to rapidly growing, high-potential startups—all with the goal of creating meaningful and positive experiences for people. The team conducts a mix of quantitative and qualitative research, with special expertise on the latter, and uses those insights to shape the strategy, architecture, and design of digital products. Research is crucial at ZoCo to remove bias and assumptions about what customers want and make confident and traceable decisions.
Dovetail organizes and makes all research data searchable from one repository.
Dovetail makes research feel a lot less intimidating. Part of that is because it guides you from step one to step two to step three, and the interface is super user-friendly.
Ethan Newburger
UX Researcher and Designer
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From an art to a science—legitimizing research with a visible process
The ZoCo team struggled to demonstrate the validity of their insights due to unclear presentations and difficulty tracing decisions to their sources. Adopting Dovetail brought transparency and structure, allowing ZoCo to create tangible insights linked to customer data.
By transcribing 100% of their interviews and using Dovetail's features like highlighting and tagging, they reduced bias and workload, establishing a single source of truth. Clients now better understand the research process, enhancing their buy-in and trust. Stakeholders appreciate Dovetail’s flexible, creative reports, which make insights easier to digest. This dynamic repository helps align cross-functional teams, mitigate information silos, and facilitate the sharing and development of insights over time.
Dovetail's features like highlighting and tagging reduce bias and workload.
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Build trust in product decisions, backed by traceable customer insights with Dovetail.
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Easy to get started and contribute, easy to enjoy and experiment
As ZoCo's research practice evolved, they faced challenges with inconsistent and unstructured processes, making it difficult for new teammates to contribute and for insights to be clearly traced. Implementing Dovetail brought greater transparency and structure, with step-by-step guidance that simplified tasks like transcribing and affinity mapping, reducing bias and workload.
The intuitive UI allowed new teammates to quickly adapt without training, transforming them into power users who could experiment and find new ways of working. Dovetail’s flexibility and engaging report formats, incorporating graphs, pictures, articles, videos, and quotes, made insights easier to digest and strengthened client buy-in. This dynamic repository serves as their single source of truth, enabling ZoCo to showcase their work effectively, aligning cross-functional teams, and mitigating information siloing.
Dovetail’s flexible and engaging report formats.
Dovetail has replaced our old manual process of conducting research with sticky notes and whiteboards to collaborating more efficiently than ever.
Sara Riedel
Associate Director of Research
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Bringing manual tasks and physical collaboration into the twenty-first century
ZoCo’s old manual research process, characterized by fast short-hand note-taking, lost post-it notes, and live affinity mapping, was time-consuming and lacked collaboration—especially for remote workers. With Dovetail, ZoCo now saves time and enhances hybrid collaboration through digital highlighting, tagging, and affinity mapping. Transcription speeds up their process and provides a reliable paper trail for decision-making. The project readme section facilitates quick onboarding by outlining goals, hypotheses, and approaches.
This intuitive platform allows team members to seamlessly move across themes and insights, building on each other’s work. As a hybrid team, ZoCo uses Dovetail to champion a modern research approach that prioritizes customer feedback in a collaborative, sharable, and efficient manner, enabling them to focus on solving real customer problems.
The system of tagging is so user-friendly.
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