This episode is all about learning from customers...early and often. Our guest, Michael Margolis, UX Research Partner at GV (formerly Google Ventures), has made a career of helping teams do this successfully. He joins to share his Bullseye Customer Method, which is the result of his experience (it's also the subject of his latest book, "Learn More Faster," which is available for free).

Michael breaks down the Bullseye Customer Method, including best practices for recruitment, question design, and analysis. He's found that research is more successful when it's a team effort, and shares ways to promote cross-team collaboration throughout the Bullseye process, like using watch parties for share-outs. Michael also weighs in (using his 30+ years in the industry) on topics like the current UX job market, the impact of AI on researchers, and the power democratization for resource-limited teams.

It's a must-listen for anyone working on early-stage products or struggling with visibility and buy-in from stakeholders.

Highlights

• 06:33 Defining Core Value Proposition
• 16:29 Founders' Key Concerns Analysis
• 21:58 Clarifying Customer Understanding
• 26:38 Effective Open-Ended Survey Questions
• 31:46 Leveraging Associations for Networking
• 43:01 Benefits of Team Watch Parties

About Michael
Michael joined GV in 2010 as the venture industry’s first UX research partner. As a UX researcher with over 30 years of experience, Michael has boosted conversion, tested new concepts, streamlined workflows, and defined bullseye customers for hundreds of companies. He helped develop the design sprint method made famous by the seminal book, Sprint. He has also written about his research work for startups at medium.com/@mmargolis. 

Resources

• Choose the right method with this selection tool
• Making research essential to company success
• The steps to asking better UX research questions

In 2022, the UX community experienced a series of convulsions: layoffs, reorgs, and reduced budgets. A common thread throughout was accountability: user researchers faced frequent questions about their direct impact on and importance for the business. "Doing" UX research and "being" a design thinker was no longer enough.

Today's guest believes these questions present opportunities for UX researchers. Brett Krajewski, VP Research and Growth at Accelerant Research, joins Erin and Carol to share strategies for researchers to stay sharp, stay relevant, and stay valuable. These include balancing business goals with user needs, being more experimental with methods, reframing how we use time for research, and more.

Highlights

• 06:30 Justifying UX ROI Amid Economic Challenges
• 12:02 Integrating Insights for Improved UX
• 18:50 Balancing User Needs and Business Goals
• 21:07 Scalable Research in Fortune 500 Companies
• 29:47 Innovative Strategies in Research Planning
• 38:30 Storytelling's Role in Research Impact

About Brett
Brett Krajewski is the Vice President of Research & Growth at Accelerant Research, where he leads the research and client solutions teams, delivering innovative insights to empower businesses and many fortune 500 companies. With a career spanning both in-house industry roles and consulting/agency leadership, Brett has built and led high-performing, multi-method research teams for Fortune 50 companies. His past roles include Head of Design Research: Customer at Walmart and Lead of Product Research at Lowe’s, where he drove customer-focused innovation and strategy.

Resources

• Complete Guide to UX Research Methodologies
• On-Demand Business 101 for Researchers Course
• Panel Discussion on the Future of UX Research

Creating strong stakeholder relationships is important for UX researchers at any company. Doing this at "enterprise" companies—large organizations with many products and an international footprint—can feel daunting. Our guest, Judy Xu, has successfully navigated the scale of enterprises like Hubspot, Meta, and Salesforce, where they work as a Senior Researcher.

They join Erin to take us inside the enterprise, unpacking how research "happens" and what this has taught them about building cross-functional relationships. Specifically, Judy shares the value of using environmental inputs (like whether it's B2B or B2C) to map stakeholder structures, identify (and start using) meaningful metrics, and choose the right method for the moment.

Together, these strategies have helped Judy create lasting UX impact, building influence and trust with key stakeholders. Listen to learn how you can start creating more impact inside your organization, whether it's an enterprise or a startup.

Highlights

• 06:16 Learning and Research Challenges in Large Organizations 
• 10:56 B2C vs B2B: User Metrics vs Revenue Focus 
• 15:43 Adapting Research Insight Presentation to Stakeholder Needs 
• 17:43 Collaboration with Key Stakeholders and Functional Diversity 
• 22:39 Understanding Matrix Structures: Cross-Functional Roles & Incentives 
• 26:55 Embrace Details: Mastering Business Processes Efficiently

About Judy
Judy is a Senior Researcher at Salesforce, where she uses I use qualitative (e.g., interviews, codesign) and quantitative (e.g., text analysis, surveys) approaches to tackle strategic, exploratory, and evaluative research questions. She has worked at Meta, Hubspot, and Simplisafe, and has a Ph.D. in Psychology from Columbia University.

Resources

• Learn the fundamentals of business with this free course
• Use these five steps to calculate the ROI of UX research
• These skills build credibility and influence for more impact

Erin and Carol are joined by Emily Wurgler, Global Director of Experience Design at McDonald's, whose journey has had many moments of evolution and iteration. She started as an academic researcher in sociology, transitioned to innovation research at growth stage companies, and ultimately to her leading enterprise research and design teams.

Emily talks about the unique value researchers bring to design leadership, how she's had to adapt her approach, and explains how product experiences are iterated and improved at large companies with a strong design-research partnership. Emily also shares how she's preparing her team of designers for the future of UX work and the characteristics she looks for in a new hire.

Highlights

• 07:30 Essential User Understanding for Product Success
• 13:50 Identifying Users for McDonald's Enterprise Products
• 24:38 Developing Innovative Product Solutions for Shift Leadership
• 30:46 Balancing Innovation with Existing Workflow Challenges
• 34:56 Cultivating Patience and Persistence for Organizational Change
• 39:05 Ranking Four Attributes: A Favorite Interview Question

About Emily
Emily Wurgler is the Global Director, Experience Design at McDonald's. She has over a decade of research experience at places like PeaPod Labs, dscout, and Over the Shoulder. She has a Ph.D. in Sociology from the University of Indiana.

Resources

• UX Designer's Guide to Research
• Working in Design Research Consulting
• Design Thinking for Better Partnerships

Few companies are most closely associated with UX design right now than Figma, which not only helps designers get their work done, but serves as a bridge for others to get more involved in the process. Erin and Carol are joined by Andrew Hogan, Figma's Head of Insights, to explore  the nature of collaboration today and how the structure of that collaboration can impact our ability to effect UX change.

Andrew shares some of his team's own research on design collaboration, from how it's changed, what still needs improving, and how UX professionals can collaborate better. This includes the growing and evolving impact of AI. He also talks about what he learned during his recent parental leave—including the pervasiveness of screens—and how he's applying that learning to his own team.

Highlights

• 11:13 Design's Role in Software and Team Collaboration
• 18:01 Diverse Methods for Sharing Research Insights
• 20:46 Uncertain Future of AI: Expectations Reset
• 24:34 AI's Impact on Productivity and Team Collaboration
• 29:49 Overcoming Challenges: Standing Out in Content Saturation
• 33:05 Perceptions of Change: Exploring Role Spikiness

About Andrew
Andrew Hogan conducts research on the design industry and design practices to figure out what’s happening. He love anecdotes, anecdata and data. He also likes to write and speak about what he finds, sometimes in the form of jokes and is occasionally quoted by places like Fast Company, WSJ, Forbes, CNN, Business Insider, AdAge, CIO.com and Tech Republic. In the past he authored/co-authored 50+ Forrester reports about design, UX, CX and the design industry, and created CX certification training modules on journey mapping and data/AI + design.

Resources

• A Designer's Guide to UX Research
• Product x Research Collaboration Report
• The 2024 AI in UX Research Report

Change is an important and inevitable part of developing as a user experience professional. But what does change look like when it happens at the organizational level? That is the focus of this episode, featuring Graham Gardner, VP of UX Design Research Operations at U.S. Bank. He joins Erin and Carol to talk about change management, which is the practice and process of evolving and adapting a company's approach to something.

Graham takes us inside his strategy for this, including how team structures can affect change (and their impact on research tooling). He also unpacks just how important Research Operations (ReOps) is to planning, executing, and managing change at an organizational level. Finally, Graham looks ahead to the impacts of AI and how he believes it might help teams like CX, analytics, and marketing work together better.

If you've ever wondered about how companies grow and develop, and how these developments can impact user insights, check it out.

Highlights

• 08:16 Enhancing Collaboration through Transparent Tool Mapping
• 14:37 Harmonizing AI and Human Roles for Success
• 20:44 From Projects to Service Design: A Strategic Shift
• 23:46 Research Insights: Steering Through Complexity for Success
• 28:40 Integrating Research into Client Relationship Strategies
• 31:37 Insights from Backgrounds: Decoding Environmental Cues

About Graham
Graham Gardner, VP of UX Design Research Operations at U.S. Bank, is a researcher, designer, strategist, and maker. He brings a human-centered design lens to research ops (thanks to a long stint at IDEO and a background in inclusive education research). He works to collaboratively and iteratively understand and design research and design ecosystems that grow and evolve with the changing contexts of our beautifully messy world and the people that live in it. Conversations with Graham usually involve dad jokes, dog cameos, and snack breaks.

More Resources

• Guide to UX Research Strategy
• AI in UX Research Report
• The Importance of Research Operations

The consulting firm IDEO helped pioneer "design thinking" as a way to create products that better solve customer wants and needs, creating fans. Over 30 years later, the interplay between design and research has never been more important.

Will Notini joins to dig into that interplay—how research is at the heart of design and vice versa. In particular, he thinks the best companies are using design research principles to explore new opportunities, both what they create and how those experiences function.

Will also shares a framework for researching "fast and slow," the importance of participant recruitment, and how building trust with colleagues creates more impactful, lasting user insights.

Highlights

• 04:11 Uncovering Unbiased Insights Through Exploratory Design
• 12:20 Finding Participants Who Truly Care and Invest
• 19:43 Building Trust for Collaborative Design Discussions
• 24:54 Interdisciplinary Collaboration and Expertise-Sharing at IDEO
• 30:37 Simulated Research: Addressing Urgency and Resource Challenges
• 34:10 Iterative Learning: Updating Assumptions and Approaches

About Will
Will Notini is a Senior Design Research Lead at IDEO, where he is a generalist —drawing on his training in social science research to execute design and innovation work for clients in a range of industries. In his role, he manages multi-disciplinary teams and leads the research.

His background is in anthropology and did mixed methods market research in the restaurant industry before transitioning to design research and has been at IDEO since. He has also recently picked up an MBA and a potentially unhealthy (unrelated) obsession with tennis.

Resources

• The Designer's Guide to User Research
• How to Recruit Participants for Research
• Storytelling Basics for UX Researchers

The craft of UX research is at an all-time high. How research leaders structure, staff, and scale their teams is more important than ever. Erin and Carol are joined by Brad Orego, Head of Research at Webflow, to talk all about the ways we can build better research teams.

Brad shares their three-step process for creating a research practice that's ready to deliver for the business, including the questions you must ask stakeholders. Using examples from Webflow, Brad also talks about tactical considerations such as managing cross-team research requests, the importance of Operations, and how they think AI will help with democratization.

This is must-listen for anyone building a research team, looking for ways to expand their influence or impact, and even early career folks who want a look inside an innovate team.

Highlights

• 03:14 Building Relationships and Networks for Long-Term Success
• 16:18 Monitoring Customer Trends for Strategic Insights
• 22:26 Optimizing Best Practices and Research Insights Activation
• 29:37 Enhancing Efficiency and Reducing Risk Through Automation
• 36:22 Four Key Questions to Guide Your Research
• 40:41 Strategic Evolution and Research Maturity at Webflow

About Brad
Brad (they/them) is a UX Leader, User Researcher, Coach, and Dancer who's been helping companies from early-stage startup to Fortune 500 develop engaging, fulfilling experiences and build top-tier Research & Design practices since 2009. They have helped launch dozens of products, touched hundreds of millions of users, managed budgets ranging from $0 to $10M+, and coached hundreds of Researchers.

Resources

• Building a UX Research Team From Scratch
• Create Lasting UX Impact With Stakeholders
• The Three Facets of High-Impact Research

In our Season 3 finale, Erin and Carol are joined by Caroline Morchio, Head of UX at Dashlane, a credential management platform. Their conversation explores UX research best practices at a security-minded organization like Dashlane, highlighting other what teams can bring to their own work.

Caroline shares the ways she structures the UX team to support the product landscape at Dashlane, their processes for empowering colleagues to contribute to research, and why she prefers a "decentralized" model. The conversation also unpacks the core skills that Caroline emphasizes no matter the company: storytelling, actionable insights, and templates. Together, these help her team maintain rigor while scaling to meet new user experiences opportunities.

Finally, Caroline discusses how to balance the security and usability when conducting UX research, and forecasts what the future of data privacy and security might have in store, like passwordless authentication.
 
Episode Highlights

• 04:27 Implementing research in stages
• 07:22 The strategic impact of UX on a business
• 11:23 Focusing on ICP segmentation and user sophistication
• 18:06 The importance of privacy and data security
• 23:01 Decentralizing research processes
• 30:17 The importance of research in complex technology

About Our Guest
Caroline is a Design leader with experience in innovative companies transforming their industries. She has led design teams through all phases of product development and fostered a culture of open collaboration and feedback. Caroline was previously VP of Design at Handshake, Neuralink, and is now an AWS Design ambassador and Head of UX at Dashlane.

More Resources on Security in UXR

• A Researcher's Guide to Data Privacy Regulations
• NDAs and Consent Forms for UX Research
• Examining Ethical Design and Respectful UX

Erin and Carol are joined by Jo Widawski, founder and CEO of Maze, to discuss the major findings from their "Future of User Research" report, which unearthed three trends animating researchers, PMs, and founders alike: 1) the demand for research is growing, 2) research democratization empowers stronger decision making, and 3) new technology—like generative AI—allows teams to scale their research.

Erin, Carol, and Jo unpack each of these trends, flagging what they mean for both the work of researchers and the value of research more broadly. For example, these trends signal a rise in importance of the research generalist, the critical value of stakeholder influence, and the skills tomorrow's successful researcher must build today. Together, these trends and skills help create a roadmap for how researcher's can grow from a tactical resource to a strategic partner.

Episode Highlights

• 03:57 The nature of research in organizations
• 11:01 Transitioning researcher roles: from operational to educational
• 18:01 The importance of democratization in design
• 22:43 Overcoming resistance to research in design
• 30:25 AI's impact on user research trust
• 37:59 Understanding competitive landscape in building products

About Our Guest
Jo Widawksi is the Founder and CEO at Maze. He’s a veteran Product Designer & former UX teacher. As a UX lead working with clients like McKinsey, Rocket Internet & PSG, he saw first-hand how hard it is for product teams to get the data, insights, and feedback they need to make confident design decisions. Now he’s co-founded Maze, the continuous product discovery platform for user-centric teams.

More Resources

• Read the 2024 State of User Research Report (from UI)
• Read the Future of User Research Report (from Maze)
• Learn how to create stronger stakeholder relationships

Erin is joined by Auzita Irani, a research manager at AirBnB to discuss being a more efficient user experience researcher. In today's work world, resources—time, budget, headcount—always seem to be in limited supply. How can we balance these things along with other important elements of our research practices? Auzita has been thinking about "doing more with less" for a long time and shares practical strategies.

After discussing the challenges facing today's UX researcher, the conversation shifts to what Auzita has seen work for researchers, both those working in large and small companies. Erin and Auzita touch on tools (like AI), tactics (like prioritization frameworks), and collaboration approaches to work more productively with stakeholders and teammates. They also discuss burnout's effects and the ways of combatting it.

Finally, Erin and Auzita make some predictions on where UX is headed in the months and year ahead, and what these trends might mean for our work.

Episode Highlights

• 03:53: Challenges and strategies of "doing more with less"
• 11:23: Addressing time and deadline constraints
• 21:38: Failure modes and avoiding burnout
• 32:05: Balancing tactical and strategic work
• 38:21: Emphasizing your research's impact
• 44:57: Adapting to blurred work boundaries

About Our Guest
Auzita has a background in computer engineering and Human Computer Interaction. She currently leads teams dedicated to optimizing customer support experiences and developing cutting edge AI tooling solutions at Airbnb. Prior to this she led the research and annotation teams at Sprig working on streamlining the process of obtaining real-time insights for product teams.

More Resources on Research Efficiency

• Scaling yourself while combatting burnout
• Doing user research on any budget
• A blueprint for scaling UX research