At Asana, the experience research team, led by Beth Toland, focuses on understanding the dynamics of modern work by asking strategic questions to derive insights that improve product experiences. The research process is rooted in empathy and accountability, encouraging collaboration across departments to turn data into actionable insights. The team employs a framework called "T3" to validate insights and guide company-wide decisions, ensuring that engagement is a core benefit to users. Engaging with both qualitative and quantitative data, Asana uses the "double diamond" framework for research, focusing on discovery and definition to empower product and design teams. Their approach aims to exceed user expectations in every interaction, building customer loyalty by creating delightful and intuitive experiences, reflecting a broader industry trend where user experience is becoming a key brand differentiator.