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A multi-month, multi-round research program translating deep enterprise admin empathy into a narrative framework — driving leadership alignment on the Admin Console vision and directly informing the strategy onsite.

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Company: Asana · Product: Enterprise Admin

Methods: Customer Interviews · Storytelling Workshops · Framework Development · Concept Testing · Vision Exercise

Overview

Enterprise admins are Asana's most powerful and most underserved users.

• This project went deep into their world: running multi-round interviews with customer facing teams, admins and champions, then translating those findings into a narrative framework that drove org-wide alignment on the Admin Framework and Admin Console vision.
• Informed critical need to add a Department Admin within our overall Admin Framework.
• Produced critical admin role types — disaggregating the 'Admin' monolith into distinct personas with differentiated jobs to be done, mental models, and success criteria.

Approach

Co-led with another UX Researcher across multiple months (initially started as a self-initiated side project) and multiple interview rounds — a sustained, longitudinal commitment to enterprise admin empathy

Facilitated storytelling jam sessions to translate raw research into leadership-ready narratives and a cohesive framework

Recruited enterprise admins and champions through Customer Success Manager (CSM) partnerships, building relationships that extended well beyond individualstudies

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Unpacked 'Admin' from a single assumed persona into a spectrum of roles with meaningfully different goals and contexts.

Contextualized how identical feedback and escalations received from ‘Admins’ are deeply differentiated when understood through a spectrum of roles.

Artifact from an Admin Framework jam, faciliated post research, with cross-functional team and stakeholders.

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💡 Notable takeaway: Combined deep customer empathy with strategic storytelling — research as a catalyst for shared organizational understanding, not just a deliverable.

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Impact

• Admin framework used to align leadership on department admin persona and product vision to sell to departments
• Directly informed the Admin Console vision and 2-day Vancouver strategy onsite