How to convince others of the importance of UX research

What happens when you mix New Zealand's finest chocolate with 870 of Europe's brightest UX minds? Pure magic, as we discovered at UXDX Dublin 2024!

‍

‍

A sweet start

‍

Our UXDX journey began with pre-event drinks (courtesy of yours truly, Optimal Workshop) and a special treat from down under - a truckload of Whittaker's chocolate that quickly became the talk of the conference. Our impromptu card sorting exercise with different Whittaker's flavors revealed some interesting preferences, with Coconut Slab emerging as the clear favorite among attendees!

‍

‍

Cross-Functional Collaboration: More Than Just a Buzzword

‍

The conference's core theme of breaking down silos between design, product, and engineering teams resonated deeply with our mission at Optimal Workshop. Andrew Birgiolas from Sephora delivered what I call a "magical performance" on collaboration as a product, complete with an unforgettable moment where he used his shoe to demonstrate communication scenarios (now that's what we call thinking on your feet!).

‍

‍

Purpose-driven design

‍

Frank Gaine's session on organizational purpose was a standout moment, emphasizing the importance of alignment at three crucial levels:

‍

- Company purpose

- Team purpose

- Individual purpose

‍

This multi-layered approach to purpose struck a chord with attendees, reminding us that effective UX research and design must be anchored in clear, meaningful objectives at every level.

‍

‍

The art of communication

‍

One of the most practical takeaways came from Kelle Link's session on navigating enterprise ecosystems. Her candid discussion about the necessity of becoming proficient in deck creation sparked knowing laughter from the audience. As our CEO noted, it's a crucial skill for communicating with senior leadership, board members, and investors - even if it means becoming a "deck ninja" (to use a more family-friendly term).

‍

‍

Standardization meets innovation

‍

Chris Grant's insights on standardization hit home: "You need to standardize everything so things are predictable for a team." This seemingly counterintuitive approach to fostering innovation resonated with our own experience at Optimal Workshop - when the basics are predictable, teams have more bandwidth for tackling the unpredictable challenges that drive real innovation.

‍

‍

Building impactful product teams

‍

Matt Fenby-Taylor's discussion of the "pirate vs. worker bee" persona balance was particularly illuminating. Finding team members who can maintain that delicate equilibrium between creative disruption and methodical execution is crucial for building truly impactful product teams.

‍

‍

Research evolution

‍

A key thread throughout the conference was the evolution of UX research methods. Nadine Piecha's "Beyond Interviews" session emphasized that research is truly a team sport, requiring involvement from designers, PMs, and other stakeholders. This aligns perfectly with our mission at Optimal Workshop to make research more accessible and actionable for everyone.

‍

‍

The AI conversation

‍

The debate on AI's role in design and research between John Cleere and Kevin Hawkins sparked intense discussions. The consensus? AI will augment rather than replace human researchers, allowing us to focus more on strategic thinking and deeper insights - a perspective that aligns with our own approach to integrating AI capabilities.

‍

‍

Looking ahead

‍

As we reflect on UXDX 2024, a few things are clear:

‍

1. The industry is evolving rapidly, but the fundamentals of human-centered design remain crucial

‍

2. Cross-functional collaboration isn't just nice to have - it's essential for delivering impactful products

‍

3. The future of UX research and design is bright, with teams becoming more integrated and methodologies more sophisticated

‍

‍

The power of community

‍

Perhaps the most valuable aspect of UXDX wasn't just the formal sessions, but the connections made over coffee (which we were happy to provide!) and, yes, New Zealand chocolate. The mix of workshops, forums, and networking opportunities created an environment where ideas could flow freely and partnerships could form naturally.

‍

‍

What's next?

‍

As we look forward to UXDX 2025, we're excited to see how these conversations evolve. Will AI transform how we approach UX research? How will cross-functional collaboration continue to develop? And most importantly, which Whittaker's chocolate flavor will reign supreme next year?

‍

One thing's for certain - the UX community is more vibrant and collaborative than ever, and we're proud to be part of its evolution. I’ve said it before and I’ll say it again, the industry has a very bright future. 

‍

See you next year! We’ll remember to bring more Coconut Slab chocolate next time - it seems we've created quite a demand!

‍

Product, design and research teams today are drowning in user data while starving for user understanding. Never before have teams had such access to user information, analytics dashboards, heatmaps, session recordings, survey responses, social media sentiment, support tickets, and endless behavioral data points. Yet despite this volume of data, teams consistently build features users don't want and miss needs hiding in plain sight.

‍

It’s a true paradox for product, design and research teams: more information has made genuine understanding more elusive. 

‍

Because with  all this data, teams feel informed. They can say with confidence: "Users spend 3.2 minutes on this page," "42% abandon at this step," "Power users click here." But what this data doesn't tell you is Why. 

‍

The Difference between Data and Insight

‍

Data tells you what happened. Understanding tells you why it matters.

‍

Here’s a good example of this: Your analytics show that 60% of users abandon a new feature after first use. You know they're leaving. You can see where they click before they go. You have their demographic data and behavioral patterns.

‍

But you don't know:

‍

• Were they confused or simply uninterested?
• Did it solve their problem too slowly or not at all?
• Would they return if one thing changed, or is the entire approach wrong?
• Are they your target users or the wrong segment entirely?

‍

One team sees "60% abandonment" and adds onboarding tooltips. Another talks to users and discovers the feature solves the wrong problem entirely. Same data, completely different understanding.

‍

Modern tools make it dangerously easy to mistake observation for comprehension, but some aspects of user experience exist beyond measurement:

‍

• Emotional context, like the frustration of trying to complete a task while handling a crying baby, or the anxiety of making a financial decision without confidence.
• The unspoken needs of users which can only be demonstrated through real interactions. Users develop workarounds without reporting bugs. They live with friction because they don't know better solutions exist.
• Cultural nuances that numbers don't capture, like how language choice resonates differently across cultures, or how trust signals vary by context.
• Data shows what users do within your current product. It doesn't reveal what they'd do if you solved their problems differently to help you identify new opportunities. 

‍

Why Human Empathy is More Important than Ever 

‍

The teams building truly user-centered products haven't abandoned data but they've learned to combine quantitative and qualitative insights. 

‍

• Combine analytics (what happens), user interviews (why it happens), and observation (context in which it happens).
• Understanding builds over time. A single study provides a snapshot; continuous engagement reveals the movie.
• Use data to form theories, research to validate them, and real-world live testing to confirm understanding.
• Different team members see different aspects. Engineers notice system issues, designers spot usability gaps, PMs identify market fit, researchers uncover needs.

‍

Adding AI into the mix also emphasizes the need for human validation. While AI can help significantly speed up workflows and can augment human expertise, it still requires oversight and review from real people. 

‍

AI can spot trends humans miss, processing millions of data points instantly but it can't understand human emotion, cultural context, or unspoken needs. It can summarize what users say but humans must interpret what they mean.

‍

Understanding users has never been easier from a data perspective. We have tools our predecessors could only dream of.  But understanding users has never been harder from an empathy perspective. The sheer volume of data available to us creates an illusion of knowledge that's more dangerous than ignorance.

‍

The teams succeeding aren't choosing between data and empathy, they're investing equally in both. They use analytics to spot patterns and conversations to understand meaning. They measure behavior and observe context. They quantify outcomes and qualify experiences.

‍

Because at the end of the day, you can track every click, measure every metric, and analyze every behavior, but until you understand why, you're just collecting data, not creating understanding.

‍

Introduction

‍

User research is invaluable, but in fast-paced environments, researchers often struggle with tight deadlines, limited resources, and the need to prove their impact. In our recent UX Insider webinar, Weidan Li, Senior UX Researcher at Seek, shared insights on Efficient Research—an approach that optimizes Speed, Quality, and Impact to maximize the return on investment (ROI) of understanding customers.

‍

At the heart of this approach is the Efficient Research Framework, which balances these three critical factors:

• Speed – Conducting research quickly without sacrificing key insights.
• Quality – Ensuring rigor and reliability in findings.
• Impact – Making sure research leads to meaningful business and product changes.

‍

Within this framework, Weidan outlined nine tactics that help UX researchers work more effectively. Let’s dive in.

‍

‍

1. Time Allocation: Invest in What Matters Most

‍

Not all research requires the same level of depth. Efficient researchers prioritize their time by categorizing projects based on urgency and impact:

• High-stakes decisions (e.g., launching a new product) require deep research.
• Routine optimizations (e.g., tweaking UI elements) can rely on quick testing methods.
• Low-impact changes may not need research at all.

‍

By allocating time wisely, researchers can avoid spending weeks on minor issues while ensuring critical decisions are well-informed.

‍

‍

2. Assistance of AI: Let Technology Handle the Heavy Lifting

‍

AI is transforming UX research, enabling faster and more scalable insights. Weidan suggests using AI to:

• Automate data analysis – AI can quickly analyze survey responses, transcripts, and usability test results.
• Generate research summaries – Tools like ChatGPT can help synthesize findings into digestible insights.
• Speed up recruitment – AI-powered platforms can help find and screen participants efficiently.

‍

While AI can’t replace human judgment, it can free up researchers to focus on higher-value tasks like interpreting results and influencing strategy.

‍

‍

3. Collaboration: Make Research a Team Sport

‍

Research has a greater impact when it’s embedded into the product development process. Weidan emphasizes:

• Co-creating research plans with designers, PMs, and engineers to align on priorities.
• Involving stakeholders in synthesis sessions so insights don’t sit in a report.
• Encouraging non-researchers to run lightweight studies, such as A/B tests or quick usability checks.

‍

When research is shared and collaborative, it leads to faster adoption of insights and stronger decision-making.

‍

‍

4. Prioritization: Focus on the Right Questions

‍

With limited resources, researchers must choose their battles wisely. Weidan recommends using a prioritization framework to assess:

• Business impact – Will this research influence a high-stakes decision?
• User impact – Does it address a major pain point?
• Feasibility – Can we conduct this research quickly and effectively?

‍

By filtering out low-priority projects, researchers can avoid research for research’s sake and focus on what truly drives change.

‍

‍

5. Depth of Understanding: Go Beyond Surface-Level Insights

‍

Speed is important, but efficient research isn’t about cutting corners. Weidan stresses that even quick studies should provide a deep understanding of users by:

• Asking why, not just what – Observing behavior is useful, but uncovering motivations is key.
• Using triangulation – Combining methods (e.g., usability tests + surveys) to validate findings.
• Revisiting past research – Leveraging existing insights instead of starting from scratch.

‍

Balancing speed with depth ensures research is not just fast, but meaningful.

‍

‍

6. Anticipation: Stay Ahead of Research Needs

‍

Proactive researchers don’t wait for stakeholders to request studies—they anticipate needs and set up research ahead of time. This means:

• Building a research roadmap that aligns with upcoming product decisions.
• Running continuous discovery research so teams have a backlog of insights to pull from.
• Creating self-serve research repositories where teams can find relevant past studies.

‍

By anticipating research needs, UX teams can reduce last-minute requests and deliver insights exactly when they’re needed.

‍

‍

7. Justification of Methodology: Explain Why Your Approach Works

‍

Stakeholders may question research methods, especially when they seem time-consuming or expensive. Weidan highlights the importance of educating teams on why specific methods are used:

• Clearly explain why qualitative research is needed when stakeholders push for just numbers.
• Show real-world examples of how past research has led to business success.
• Provide a trade-off analysis (e.g., “This method is faster but provides less depth”) to help teams make informed choices.

‍

A well-justified approach ensures research is respected and acted upon.

‍

‍

8. Individual Engagement: Tailor Research Communication to Your Audience

‍

Not all stakeholders consume research the same way. Weidan recommends adapting insights to fit different audiences:

• Executives – Focus on high-level impact and key takeaways.
• Product teams – Provide actionable recommendations tied to specific features.
• Designers & Engineers – Share usability findings with video clips or screenshots.

‍

By delivering insights in the right format, researchers increase the likelihood of stakeholder buy-in and action.

‍

‍

9. Business Actions: Ensure Research Leads to Real Change

‍

The ultimate goal of research is not just understanding users—but driving business decisions. To ensure research leads to action:

• Follow up on implementation – Track whether teams apply the insights.
• Tie findings to key metrics – Show how research affects conversion rates, retention, or engagement.
• Advocate for iterative research – Encourage teams to re-test and refine based on new data.

‍

Research is most valuable when it translates into real business outcomes.

‍

‍

Final Thoughts: Research That Moves the Needle

‍

Efficient research is not just about doing more, faster—it’s about balancing speed, quality, and impact to maximize its influence. Weidan’s nine tactics help UX researchers work smarter by:

‍
✔️  Prioritizing high-impact work
✔️  Leveraging AI and collaboration
✔️  Communicating research in a way that drives action

‍

By adopting these strategies, UX teams can ensure their research is not just insightful, but transformational.

‍

‍

Watch the full webinar here

‍