Experience Researcher, PLG

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About the role

Our work informs teams at every level of Asana and drives key roadmap decisions. We partner with Product Design, Product Management, Data Science, and Engineering, as well as business and marketing teams, to develop valuable insights about customer behaviors and attitudes, translating them into actionable recommendations. We think deeply about new areas, help develop and test concepts, and improve products and services once they’ve rolled out. As a Senior Experience Researcher, you will be a strategic partner who not only executes high-impact research but also shapes the research culture to elevate our collective craft. This role is based in our Vancouver office. Day to day collaboration is split roughly 50/50 between Vancouver teammates and San Francisco teammates. Locally, you will work closely with our PLG Adoption teams, specifically partnering with the AI Activations (AIA) and Conversion and Retention (CoRe) teams. Key local partners include Product Managers, Designers, and Engineering leads. We operate with an office-centric hybrid schedule. In-office days are Monday, Tuesday and Thursday. Most Asanas have the option to work from home on Wednesdays. Working from home on Fridays depends on the type of work you do and the teams with which you partner. If you interview for this role, your recruiter will share more about in-office requirements. In this role, you will help shape and scale Asana’s Product-Led Growth (PLG) self-serve business. We recently launched several major new products—including AI Teammates, a Meetings product, and Asana for Client Management (ACM). We are also preparing two more major product lines for launch, which will unlock entirely new workflows and use cases for our customers. Historically, our growth relied on selling more seats or moving customers to higher tiers. Now, we have multiple new growth vectors, from AI credit consumption to these brand new product offerings. You will play a pivotal role in uncovering how to introduce users to these products, encourage users to try them, adopt them into their daily workflows, and deepen their usage over time. The Experience Researcher plays a key role in defining the product roadmap and influencing how our PLG adoption strategy evolves. What you’ll achieve In your first 4-5 months, you will partner with Adoption teams on immediate Q4 roadmap priorities, building out the self-serve pathways to buy and adopt our newest products. Over time, your remit will expand as we roll out self-serve motions for additional products. Be a strategic partner: Together with your cross-functional partners (Product, Design, Engineering, Data Science) you’ll uncover how to best introduce users to Asana’s new products, encourage users to try them out, drive adoption in daily workflows, and deepen usage over time. Drive ACM self serve growth: Research how users discover Asana for Client Management (ACM), start using it, adopt advanced features, and expand its footprint across their organization. Uncover opportunities and pathways for how AI teammates, the Meetings product, and the client portal help customers extract more value from ACM and invite cross-functional collaboration. Lead research on new concepts: Lead research on new concepts: Drive exploratory and evaluative research for upcoming product additions, assessing whether new concepts and personalized experiences feel valuable enough to encourage user engagement and organic sharing. Build a foundation for future PLG offerings: Identify high-impact research needs to support the self-serve rollouts for the next two major product launches. Connect insights to business impact: Ensure research directly influences the roadmap to meet critical business metrics, supporting our goals for AI ARR growth, higher-LTV customers,

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