by Strategic UX Research as a Catalyst for Business Impact in Banking
Editor’s Note: Melin Ayundai will be speaking at Qual360 APAC in Singapore, bringing 9 years of multidisciplinary experience in CX, Service Design, UI/UX Design, and Research. As Head of Design & User Experience at PT Bank Rakyat Indonesia (BRI), Melin leads a team dedicated to driving design innovation and crafting impactful, customer-centric digital solutions. A Certified UX professional by Nielsen Norman Group, she brings a passion for experience-led transformation in the financial sector.
QUAL360: What motivates you to join the QUAL360 APAC conference and what is the core message of your talk?
Melin: I’m thrilled to join QUAL360 APAC because it creates space for meaningful conversations about the real impact of qualitative research in organizations. As someone leading a UX and Research team in the financial industry, I’ve seen firsthand how research often gets stuck in operational layers—when in fact, it has the potential to inform strategic decision-making at the highest level. The core message of our panel discussion, “Bringing Research to the Boardroom,” is about shifting the narrative. It’s not just about what we discover, but how we deliver those insights in ways that influence business priorities, shape long-term strategies, and spark real change.
QUAL360: How has this impacted your own work and your organisation?
Melin: In my role, advocating for research as a strategic driver has led to tangible shifts in how decisions are made. We’ve evolved from reactive usability testing to proactive insight planning that aligns with product and business roadmaps. By reframing research deliverables into business-relevant formats—like opportunity sizing, risk framing, and customer value mapping—we’ve gained stronger influence in the decision room. This transformation has elevated the role of UX and qualitative research within our organization, helping leadership see it not just as a support function, but as a strategic partner.
QUAL360: How has qualitative research as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Melin: Qual Research has grown from a niche practice into a multi-disciplinary conversation—blending UX, behavioral science, marketing, and business strategy. It has evolved beyond methods to focus more on outcomes and influence. Looking forward, I hope the practice evolves to include more emphasis on research operations, insight communication, and ethical stewardship of data. As qualitative researchers, we must not only gather insight but also guide how it’s interpreted and used responsibly within fast-moving organizations.
QUAL360: Given this evolution, what are two expected and two less obvious skills qual researchers should possess, and why?
Melin: Expected skills:
- Empathetic interviewing: Still at the heart of good research—building trust and uncovering unspoken needs.
- Synthesizing insights: Making sense of complexity and crafting clear, actionable narratives.
Less obvious skills:
- Business fluency: Researchers who understand organizational goals and business language can position their work more effectively to influence strategy.
- Influence without authority: Often, researchers work across teams. The ability to inspire alignment without direct control is crucial for making insights land.
QUAL360: Last but not least, we are publishing “reading/listening guides” on our blog (https://merlien.com/the-ux-research-reading-and-podcast-list-2025/), can you share your favourite recommendations for inspiration, learning and leadership:
Melin: In your ears – Podcast
- Hidden Brain – A brilliant mix of science, storytelling, and human behavior. It helps sharpen your perspective as a researcher.
- NNG (Nielsen Norman Group) UX Podcast – A go-to source for practical UX advice rooted in research. The episodes are short, insightful, and grounded in real-world application—perfect for busy practitioners.
Must read – Book/Blog:
- Just Enough Research by Erika Hall – A modern classic that balances depth and practicality. It’s especially useful for researchers working in fast-paced product environments.
- Range by David Epstein – A compelling read on how generalists thrive in a specialized world. It resonates with the cross-functional and adaptive nature of research work today.
- NNG Blog: Measuring the ROI of User Experience – A must-read for anyone trying to communicate the business value of UX work.
Rosenfeld Media Blog – Consistently insightful, covering real-world challenges and practical frameworks in UX and research.
QUAL360: Thank you so much, Melin! We look forward to hearing more from you at Qual360 in Singapore!
Join Asia’s Only Conference Focused on Qualitative Research – QUAL360 APAC 2025
📅 October 14–15, 2025 | Singapore
Qual360 is the only global conference series dedicated to qualitative market research. With its 17+ Years of Driving Innovation in Qualitative Research, it is a unique event catering to a strong global community of dedicated “Quallies”. At QUAL360 APAC, you’ll discover the latest research methodologies, explore real-world case studies from global brands, and network with top-tier insights professionals from across the region.
2025 speaker highlights include: PepsiCo Foods – Associate Director, Insights; Asia Pacific Breweries Singapore – Head of Insights (CMI) & Innovations; Google APAC – Head of Brand & Consumer Insights; Whole Earth Brands – International Marketing Director; Microsoft – Principal Design & Research Manager, Shiseido – Regional CMI Manager, and many more!
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