Case Study

Advocating for UX Research to Skeptical Leadership

Early on in my engagement with Colorado State University (CSU), I was tasked with advancing the university's user experience (UX) practices, which included advocating for the value of UX research to a skeptical member of the executive leadership team. This case study highlights my approach to overcoming resistance, the strategies employed, and the impact of advocacy on UX initiatives within the organization.

Mood collage — Creative prototype presentation to build executive buy-in.

STAR Summary

To provide a concise snapshot of the process and outcomes, the following STAR (Situation, Task, Action, Result) model summary outlines the key elements of this case study:

Situation: At CSU, I faced resistance from an executive leader who was unconvinced of the value of UX research. The leadership viewed it as a costly, non-essential aspect of product development, posing a challenge to advancing UX practices at the university.

Task: My responsibility was to advocate for the importance of UX research and shift the executive’s perspective, demonstrating how it could be leveraged as a strategic tool to drive effective design solutions and improve user satisfaction.

Action: I developed a multi-pronged strategy that included presenting data-driven case studies, conducting quick usability tests to show immediate improvements, and organizing educational workshops for the leadership team. I also highlighted successful outcomes from other institutions that had embraced UX research.

Result: The executive team began to acknowledge the value of UX research, and their buy-in led to the implementation of research-based recommendations that improved CSU’s user interfaces. Additionally, a framework for ongoing UX research was established, making UX evaluation a standard practice in project development.

Background

CSU had recently embarked on a journey to enhance their digital presence and user experience. However, one of the executive leaders was unconvinced of the tangible benefits of UX research, viewing it as an unnecessary expenditure rather than a critical component of product development. My role was to bridge this gap in understanding and demonstrate the value of UX research in driving effective design solutions.

Screenshot of Microsoft Excel stakeholder register — Diagram of the project scope and stakeholders involved, created in Miro.

Challenges

The primary challenge was to shift the executive’s perspective on UX research. Despite having a clear plan for UX improvements, the skepticism stemmed from a lack of perceived value and ROI. This made it crucial to present UX research as a strategic tool rather than just a design function.

Importance of Setting SMART Goals

Setting SMART goals is crucial when advocating for UX research to skeptical leadership because they provide a clear, structured approach to demonstrating the value of UX initiatives. By defining goals that are Specific, Measurable, Achievable, Relevant, and Time-bound, you create a focused framework that helps articulate the tangible benefits of UX research. SMART goals ensure that advocacy efforts are not only well-planned but also actionable and accountable. They help in presenting a compelling case to leadership by showcasing precise objectives, tracking progress with measurable outcomes, and demonstrating the feasibility and relevance of UX research. This structured approach not only addresses concerns and skepticism but also builds confidence in the potential return on investment from UX initiatives.

Approach and Strategy

To address the skepticism, I immediatelyimplemented a multi-faceted approach:

Demonstrating Value through Data: I presented case studies from previous projects, including quantitative data and qualitative insights, showing how UX research led to improved user satisfaction and increased engagement.
Showcasing Quick Wins: Conducted a series of rapid, low-cost usability tests and user interviews to gather actionable insights. These findings were used to make immediate, visible improvements to CSU’s digital interfaces.
Engaging the Executive Team: Organized workshops and presentations to educate the executive team on UX research methodologies and their impact on strategic decision-making. This included showcasing how other institutions had benefited from similar research.

Screenshot of usability test results — Engaging the leadership team in rapid digital prototyping with Adobe XD and Figma

Results and Impact

Increase Buy-In: The executive team began to see the value of UX research, particularly through the presentation of data-driven results and successful case studies.
Drive UX Improvements: Implemented several recommendations based on the research, leading to enhanced user interfaces and a more user-centered design approach at CSU.
Foster Ongoing Advocacy: Established a framework for continuous UX research and evaluation, which became a standard practice in CSU’s project development cycle.

Conclusion

My experience advocating for UX research at CSU was shaped by a combination of strategic communication, empirical evidence, and a user-centered approach. By addressing the initial skepticism with data and real-world examples, I was able to demonstrate the profound impact of UX research on enhancing user experience and driving organizational success.

This case study not only highlights the importance of user experience research but also reflects my commitment to leveraging research to drive meaningful design improvements.