Back to basics, or start from scratch?
Summary
Back to basics, or start from scratch? We’ve been bombarded with calls to reinvent, rethink, reframe, reconnect, redefine, reclaim, and even reckon with research over the past few years, and honestly, we thrive on it. But urgency, frustrations, and a rapidly changing world demand focus and action. Join Julie Norvaisas, Mina Jonsson, and Pert Eilers for an open, lively conversation about redefining purpose and value in 2025. They’re ditching abstractions in favor of action in this moment: quality, accountability, and community. Let’s get down to what truly matters. In this session, as we tie back to our conference themes of purpose and value, we’ll discuss: - Getting back to basics: How global shifts are driving a return to research fundamentals: quality, direct methods, and genuine connection. AI’s rise only amplifies this need. - Starting from scratch: We’ll challenge outdated narratives, redefine “impact” with practical techniques, and even provoke a fresh look at collaboration. Prepare to have your assumptions shaken. - Moving from “yes, and” to “yeah, but!” This isn’t a passive fireside chat. We want your “yeah, but” moments. Bring your perspectives, challenges, and even disagreements. Our goal is to create a dynamic dialogue about the future of research.
Key Insights
-
•
Curiosity remains the fundamental driving force and anchor for UX researchers despite evolving industry trends.
-
•
The core purpose of research—to improve human experiences—has not changed, though the methods to achieve it are in flux.
-
•
Traditional notions of rigor in research should be balanced with creativity and a focus on craft rather than rigid methods.
-
•
The words impact and influence are becoming buzzwords that lack clear meaning and may hinder genuine accountability.
-
•
Accountability across teams is more productive than focusing solely on researchers proving impact.
-
•
Collaboration is often misunderstood; true collaboration requires balanced power dynamics and active engagement.
-
•
The UX field is disproportionately burdened with justifying its value compared to other disciplines.
-
•
Old recruitment methods for research participants may no longer serve us, calling for fresh approaches to combating the crisis of access.
-
•
The community and relational trust within research teams are critical anchors in tumultuous times.
-
•
Reconsidering and explicitly defining often-used terms like collaboration, rigor, and impact can improve communication and outcomes.
Notable Quotes
"I think curiosity is what brought me into this in the first place and it’s our superpower."
"The purpose of research stays the same: connecting the people creating software to the humans using it."
"Rigor doesn’t mean rigid; there needs to be some creativity allowed there too."
"Impact and influence have become buzzwords with no real meaning; we need to focus on making a difference."
"We have to be each other’s cavalry right now — leaning into things for our own and each other’s sake."
"Collaboration often feels like a mask for entering an unequal relationship with partners."
"If the smartest person in the room always takes a certain role, then it’s not a learning culture."
"It’s irresponsible to keep our heads in the sand; we can’t ignore the noise and uncertainty around us."
"We need to add context to our conversations and take some power back when asked to prove impact."
"We must be explicit about what we mean when we say collaboration or rigor to avoid vague expectations."
Or choose a question:
More Videos
"Design ops’ job is like jazz rules—it provides a framework so creativity can flow without worrying about inventing structure mid-process."
Jim KalbachJazz Improvisation as a Model for Team Collaboration
November 6, 2017
"You want someone who writes with equal parts empathy and authority, not just pure authority."
Louis RosenfeldCoffee with Lou: Should You Write a (UX) Book?
March 7, 2024
"If you’re sitting there thinking I need to build out this project and nobody else is saying the same thing, it means you have to do it, period."
Catt Small Micah Bennett Brian Carr Jessica HarlleeWhat's Next for ICs: Exploring Staff and Principal Designer Roles
February 22, 2024
"Less than a third of respondents feel like they work somewhere with a clear investment in customer-driven decision making."
Marieke McCloskeyUser Science: Product Analytics & User Research
March 11, 2021
"Even if you’re not doing facial recognition, storing face and voice data is under growing legal scrutiny."
Llewyn Paine[Demo] Deploying AI doppelgangers to de-identify user research recordings
June 5, 2024
"Qualitative research really poses questions; quantitative methods let you investigate those questions rigorously."
Joshua NobleCasual Inference
October 6, 2023
"If the scale delivers bad news, we jump on and off to check; if it delivers good news, we accept it quickly."
Sara LogelYour Colleagues are Your Users Too
March 29, 2023
"We'll have a centralized Slack channel for all discussion to come together as one community."
Bria Alexander Louis RosenfeldWelcome
January 8, 2024
"Confidence is a higher burden in retail because people are giving real money; inaccessible flows cause quick abandonment."
Sam ProulxOnline Shopping: Designing an Accessible Experience
June 7, 2023
