The Access Group uses Marvin to supercharge its research workflow

UX Designer Diana Leon at The Access Group saves time with Marvin and gains clarity and confidence in her research.

Customer Outcomes

Here’s how Diana described Marvin’s impact in her Medium article, How Marvin’s AI Elevated My UX Research Workflow.

• I ask better questions.
• I spot patterns sooner.
• I communicate insights more convincingly.
• I feel more confident sharing research because I know it’s grounded in rich, accessible, trustworthy data.

Amplify, Not Replace Researcher Effort

Diana Leon is a UX designer at The Access Group, which provides business management software to a range of industries. She used to spend hours turning raw interviews into something shareable. She would find the analysis phase a critical but tedious, time-consuming process.

“I used to dread the analysis phase of UX research. Not because I didn’t love finding patterns or hearing directly from users — I do. But because turning a 60-minute interview into a 2-minute insight reel felt like sorting through a tangled web of transcripts, timestamped notes, and mental exhaustion.”

Marvin transformed that process.

Now, Diana relies on Marvin’s AI as an efficient research assistant at each step.

“AI is not a replacement for research teams, it never will be. But it will sure help you supercharge your workflow.”

Every Interview Starts with Marvin

At the beginning of each project, Diana brings Marvin into the room — literally. Marvin is invited to every research session to handle transcription across 40+ languages. She also streams interviews for stakeholders to observe in real time, which eliminates the need for debriefs and keeps decision-makers close to the user voice.

From the moment the call ends, Marvin gets to work. It transcribes, tags, and converts interviews into searchable insights.

"I can define what matters most for a particular project, and Marvin tracks those themes across sessions. It’s like setting a research compass."

But what sets Marvin apart is its adaptive intelligence — it learns as Diana works.

"The more I tagged, highlighted, and searched, the more Marvin seemed to anticipate what I needed next… This platform is built by people who get research — and its emotional rollercoaster too."

From Manual Write-ups to Meaningful Questions

Before Marvin, Diana would spend an entire day (sometimes longer) just writing up session summaries.

"I’d have multiple tabs open, a mix of Post-its and transcripts, trying to piece together what the user actually meant."

Instead of manually distilling takeaways, Diana uses AI to ask questions. For example, she asks, “What stood out about the onboarding experience?”. Marvin curates responses across files, complete with clickable citations.

This shift means interviews aren’t restricted to a single-use purpose. Each transcript becomes part of an ever-growing repository.

"It transcribes, tags, synthesizes, and helps you uncover the kinds of insights that don’t just sit in a slide deck — they influence product strategy."

Sharing Insight Reels More Efficiently

The emotional weight of a user’s experience — a pause, a laugh, a hesitation — is often what makes insights land. With Marvin, Diana can share those moments with her team in just a few clicks.

"The most powerful insights often come from users’ tone, pauses, and word choices. Marvin helps me build reels that tell stories better than any graph can."

Marvin even spots emotional peaks and suggests clips, acting like a co-editor in the room. With time-stamped comments, PMs and designers can collaborate directly on each clip.

Making Surveys Part of the Ecosystem

Marvin incorporates survey analysis into the research workflow. Diana imports open-text NPS and customer surveys directly into the platform. Marvin automatically groups responses by sentiment and surfaces trends across large datasets.

“This is a recent feature I’ve discovered. I feel like Marvin just keeps surprising me — and honestly, this fills a big gap that a lot of qualitative research platforms overlook... It’s not just a time-saver; it makes surveys feel like part of the qualitative ecosystem, not a separate task”

For Diana, the analysis functionality bridges a crucial gap by connecting survey data to behavioral insights in a single workspace.

A Living Research Repository, Not a Dead-end Archive

Surfacing research data at The Access Group has never been easier:

“Six months ago, I asked myself, ‘Didn’t that one user mention this exact thing?’ I found it in 20 seconds.”

This is why Marvin isn’t just a tool. It’s a living, evolving knowledge base that grows with every project.

"It’s like having a research librarian on demand."

With the Slack integration, Diana’s team can ask questions like “What do users say about onboarding friction?”. Marvin responds directly in Slack conversations with clips and summaries pulled from sessions.

Why Marvin’s AI Stands Out for Research

Marvin isn’t the only AI tool Diana uses. She queries ChatGPT and Perplexity to explore and validate ideas. These tools provide breadth of thinking, but Marvin’s adaptive AI adds depth to her research.

Combined with intuitive features and built-in GDPR and HIPAA compliance, Marvin is Diana’s perfect sidekick.

“Marvin is a qualitative research platform that doesn’t just manage your data, it thinks with you.”

Want to learn how you can supercharge your research workflow with Marvin? Book a demo today.