User experience (UX) research often focuses on usability and functionality, but how users feel about a product plays an equally important role. Desirability studies help uncover these emotional responses, revealing what attracts users and what turns them away. This post explains what a desirability study is, why it matters in UX research, and how to use it effectively to create products that resonate with users. Desirability Study What Is a Desirability Study? A desirability

User interviews are a powerful tool for understanding your audience, uncovering pain points, and shaping better products or services. Yet, many interviews fail to deliver honest, useful insights because the interviewer unintentionally guides participants toward certain answers. This post explains how to run user interviews that avoid leading participants, ensuring you get authentic feedback that truly reflects user experiences. User Interviews Why Avoid Leading Participants i

Every business wants to improve its products and services, but few realize how much value user experience (UX) research can bring. UX research uncovers how real users interact with a product, revealing pain points and opportunities for improvement. The question many leaders ask is: What is the return on investment (ROI) of UX research? This post explores how UX research delivers measurable benefits that directly impact a company’s bottom line. Quantifiable ROI of UX Research

Customer Satisfaction Score (CSAT) is often seen as a quick and easy way to measure how users feel about a product or service. Many teams rely heavily on CSAT to judge the success of their user experience (UX) efforts. While CSAT provides useful insights, it does not tell the full story. Relying on CSAT alone can lead to misleading conclusions and missed opportunities for improvement. This post explains why CSAT is not enough by itself and explores other important metrics and

If UX Research Can’t Show ROI, It Becomes Optional UX research doesn’t usually disappear overnight. It slowly becomes optional. The studies still happen.The insights are still shared.But the work stops influencing decisions. Budgets tighten. Timelines compress.And suddenly research is framed as “nice to have,” not “necessary.” This isn’t because leaders stopped caring about users.It ’s because they couldn’t see the return . ROI isn’t about dollars alone When people hear “ROI,

User experience (UX) research plays a crucial role in shaping products that truly meet user needs. Yet, many teams bring UX researchers into projects only after major decisions have been made. This delay often leads to missed opportunities, costly redesigns, and products that don’t resonate with users. Understanding why UX research gets invited too late can help teams change their approach and build better products from the start. Why UX Research Gets Invited Too Late Common

If you’ve been in UX research long enough, you’ve heard some version of this: “We love research.”“This is great insight.”“Super interesting.” And then… nothing happens. No roadmap change. No decision shift. No follow-up questions. The research isn’t challenged — it’s simply bypassed . This disconnect isn’t hypocrisy. It’s a signal that something fundamental is misaligned. A cluttered desk with research papers and coffee, showing the chaos behind ignored research Liking resear

UX Research Didn’t Lose Influence — It Lost Its Seat at the Decision Table There’s a quiet myth circulating in UX right now: “UX research used to be influential, but leadership stopped caring.” That’s comforting — and wrong. UX research didn’t lose influence. It lost proximity to decisions . And those are not the same thing. Influence Doesn’t Come From Insights It Comes From Timing Most UX research teams are producing better  work than ever: Cleaner synthesis Sharper insight

Leading a UX research team is a journey filled with constant learning. Even after years in the role, I find myself discovering new insights about leadership, collaboration, and the impact of research on product development. The challenges and rewards keep evolving, and so do the lessons. Here, I want to share some of the most valuable lessons I’m still learning as a UX research leader, hoping they resonate with others in similar roles or those aspiring to grow in this field.