Setting up internal User Groups

This is a practical guide for teams at the University looking to set up internal user groups to gather staff feedback on digital tools and services. It explains what internal user groups are, how they are different from focus groups, and how to set them up and manage them effectively.

Whether you're a product owner, service lead, business analyst, or UX specialist, this guide will help you build a structured, low-cost way to get actionable insights from real users. By involving staff in the design and improvement of internal systems and not just at the end, you can get a better return on investment, reduce risk, and create better user experiences.

Definitions

What is a user in this scenario?

An individual who interacts with Oxford’s internal digital tools and processes, providing feedback and insights to improve the user experience and support product development

An interaction may include participating in usability testing sessions, completing surveys, providing detailed feedback on prototype designs, engaging in interviews or discussions, and testing new features or updates in a controlled environment. These interactions aim to gather valuable insights that can be used to enhance functionality and user satisfaction.

What is a user group?

A large pool of Oxford staff who agree to provide independent feedback on products and services. Unlike a focus group (see table below), participants offer individual feedback to try and minimise bias and ensure authentic insights. To maintain fresh perspectives and prevent involvement fatigue, membership in the group should regularly refresh, avoiding reliance on the same people for repeated feedback sessions.

A user group should not be used to replace the feedback of users if they are not representative of the target audience. For example, if the product is student facing then feedback should still be gathered from students themselves.

Objectives

• Improving internal tools and processes.
• Enhancing the user experience via internal insights.
• Supporting product development/service delivery with staff driven feedback.

Benefits of an internal user group

• Early-stage feedback
  Help identify issues, improvements, and opportunities before a product or service reaches external users, reducing the risk of costly revisions later.
• Unbiased, individual insights
  Since feedback is gathered individually rather than in a focus group setting, it minimises groupthink and bias, leading to more authentic and diverse perspectives.
• Rapid iteration
  Internal users can provide quick feedback, allowing teams to make iterative improvements without waiting for external testing cycles.
• Cost-effective testing
  Using staff eliminates the need for external recruitment, making it a low-cost way to refine products and services.
• Diverse perspectives
  By rotating participants regularly, the group ensures fresh viewpoints, prevents fatigue, and avoids over-reliance on the same individuals who might develop biases over time.
• User-centric decision making Helps teams stay aligned with real user needs and can support rapid feedback and iteration.

Proposed frequency based on product lifecycle

How to ensure group success

• Clearly define the aspects of the user experience you want to measure e.g. usability, efficiency, satisfaction
• Align the group initiatives with portfolio objectives and product goals e.g. reducing support queries, shorter time on tasks, enhancing feature adoption and engagement etc
• Ensure that action is taken based on user feedback
• Select participants who are willing to contribute and are aware of the input required from them
• Establish a structured feedback process
• Streamline feedback collection and analysis
• Close the feedback loop

Setting up a user group

Membership of the user group

• Inclusive membership The membership of the user group must be as wide and varied as possible, welcoming individuals from diverse backgrounds, differing access needs and perspectives.
• Flexible participation Members are free to sign up and leave the group at their convenience. Participation in discussions is entirely voluntary, and members are not obligated to participate if they are unavailable.
• Alternating involvement To prevent bias and ensure a variety of viewpoints, the same individuals should not dominate discussions continuously. This encourages fresh ideas and balanced decision-making.

Roles and responsibilities within the group

• Group facilitator
  Organises the meetings, drives initiatives and liaises with product teams to ensure regular feedback, and ensuring the objectives are being met, gathers the data, provides outputs and recommendations to product owner. They do not need to be the person running the user research sessions.
• Group members
  Provide honest feedback through different avenues.
• User researcher
  This role can be carried out by a variety of different people. External vendor resource or by an internal staff member who has the skills, knowledge and confidence to carry out the research effectively. It can be the same person as the group facilitator.

Training/guidance/checklists can be provided by the UX Centre of Excellence.

Integration into job roles

• Clearly defined commitment requirements for group members.
• Build the responsibilities in their PDR.
• User group activities need to be acknowledged as part of the wider product/service meetings and road map.
• Feedback tools need to be provided which are consistent across user groups, easy to use and accessible.

Standard processes and guidelines

• Templates and resources Provided by the UX Centre of Excellence to support User Research activities
• Available tools
  • Teams for discussions and polls.
  • Microsoft forms and Jisc for structured surveys.
  • Miro for collaborative ideation.

Feedback and reporting

A feedback loop needs to be put in place to ensure the user group sees action due to their participation – progress updates, celebrating proven improvements.

Incentivisation

Participation should be rewarded where possible. Existing user groups such as Bodleian Student Panel offer gift vouchers, however depending on the size and number of the groups this may prove expensive. There may also be internal policy that prevents this depending on attendees. Alternatives include internal shout outs, career development opportunities, food, event invitations etc

Ongoing evaluation/continuous improvement

• Termly reviews to assess impact and identify improvements.
• Collect feedback from participants to ensure the model is working.

Example Terms of reference for user group

This example terms of reference is also available as a Word document:

Example terms of reference for user group (Word doc)

Example terms of reference for user group (Word doc)

Purpose

The purpose of the [           ] user group is to provide independent, actionable feedback on Oxford’s internal digital tools and processes. This feedback will support the enhancement of user experience, inform product development, and improve overall service delivery through user-driven insights.

Scope

The user group will engage with various Oxford staff members who interact with the University’s internal digital systems and processes. Members will participate in activities such as usability testing, completing surveys, providing feedback on prototypes, engaging in interviews, and testing new features or updates. This feedback will be used to guide improvements in functionality and user satisfaction.

Membership

• Eligibility: Any Oxford staff member who interacts with internal digital tools and processes may join the user group.
• Composition: The group will consist of a diverse pool of staff members representing different departments, roles and abilities to ensure broad and varied feedback.
• Rotation: Membership will be refreshed periodically to prevent reliance on the same individuals and reduce involvement fatigue. This ensures fresh perspectives and an ongoing supply of varied feedback.

Objectives

The key objectives of the group are:

• Improving internal tools and processes: Provide feedback to help enhance the efficiency, accessibility, and usability of Oxford’s internal digital tools and processes.
• Enhancing user experience: Provide insights that can lead to a better overall experience for staff interacting with digital systems at Oxford.
• Supporting product development/service delivery: Offer staff-driven feedback to inform the development of new products or updates to existing digital tools, ensuring they meet user needs effectively.

Responsibilities

Members of the user group are expected to:

• Participate in usability testing sessions, surveys, prototype feedback, interviews, and discussions as appropriate.
• Provide honest, constructive, and actionable feedback on digital tools and services.
• Engage with new features or updates in a controlled environment to assess usability, functionality, and satisfaction.
• Respect the confidentiality of any sensitive or early-stage product information shared during the process.

Meetings and Engagement

• Frequency: The group will meet regularly, but participation is not required at every session. Engagement will depend on the feedback required and the member’s availability.
• Format: Sessions may include usability testing, surveys, interviews, and workshops. Feedback may be provided through digital forms, group discussions, or individual interviews.
• Engagement channels: Communication and feedback will occur through email, online platforms, or in-person meetings, depending on the type of engagement required.

Feedback process

• All feedback provided by members will be collated and analysed to identify key trends and areas for improvement.
• Insights and recommendations will be shared with product development teams, service delivery teams, and relevant University departments.
• Action plans based on feedback will be developed and tracked to ensure continued improvement of digital tools and services.

Data protection and confidentiality

• All personal data collected as part of the user group’s activities will be handled in compliance with the UK General Data Protection Regulation (UK GDPR) and the University of Oxford’s Data Protection Policies.
• Data collected (such as survey responses, usability testing insights, or interview feedback) will be anonymised where necessary and stored securely to protect participants’ privacy.
• Participation in the group is voluntary, and members have the right to withdraw at any time. Any personal data will be deleted upon request, in accordance with data retention policies.
• Information shared during feedback sessions, particularly regarding early-stage developments, must be treated as confidential. Participants should not disclose details of products, services, or changes discussed unless explicitly permitted.
• The University will ensure transparency regarding how user group feedback is used and will provide regular updates on actions taken as a result of the insights gathered.

Reporting and accountability

• Regular updates will be provided to senior leadership to ensure transparency and show the impact of user group feedback on product development.
• A designated group coordinator or facilitator will manage the user group, track participation, and ensure feedback is processed and communicated effectively.

Terms and review

• The terms of reference for the group will be reviewed annually to ensure they remain aligned with University objectives and user needs.
• Membership will be refreshed periodically to maintain diverse and dynamic participation.