Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Summary
Despite our clear value in informing product and advocating for our customers, UX Research (UXR) tends to have a lot to prove within most companies. Whether it’s our value, knowledge, or definition, there are information-holes about UXR that need to be filled. Not only that, but we have a lot to share with the rest of our company. We want to be sure that our insights are heard. With zero marketing experience, I (alongside our Centralized Research Team) took a stab at rebranding and marketing our UX Research (UXR) team with sincere intention. Collecting lessons and dodging roadblocks along the way, we tested and evolved different methods set out to evangelize UX Research insights, share findings between teams, define and demystify UX Research and prove value for UXR throughout the company. What does that even look like? Molly will tell you.
Key Insights
-
•
UX research marketing is a strategic effort to clearly communicate who UX researchers are and what they do, creating greater impact within organizations.
-
•
Without intentional marketing, UX research risks being misunderstood, undervalued, or seen as mysterious and unapproachable.
-
•
MailChimp’s UX team created one-pagers for each research project to provide skimmable, digestible summaries accessible across the company.
-
•
Quarterly newsletters and internal broadcasts like 'Camp Radio' effectively increase engagement by sharing insights creatively and widely.
-
•
Physical artifacts such as posters and team swag foster a strong UX research brand and cultural presence inside the company.
-
•
Multipurpose communication—tailoring messaging to different audiences and goals—is essential to maintain relevance and drive collaboration.
-
•
Encouraging company-wide participation in research via shadowing sessions and sticker rewards builds advocacy and visibility.
-
•
Measuring the success of research marketing efforts remains a challenge but is critical for justifying resourcing and scaling initiatives.
-
•
Collaborative team dynamics, leveraging designers and volunteers within the UX team, amplify marketing efforts and creativity.
-
•
Research marketing and knowledge management overlap, with well-organized repositories enhancing discoverability and autonomy across the company.
Notable Quotes
"UX research marketing is the strategy behind and implementation of intentional effective promotion and communication of who UX research is and what UX research does."
"If we haven’t defined and branded ourselves, others will—and others could be wrong."
"Valuable research becomes buried in overflowing Slack channels with meaty decks no one has time to read or revisit later."
"One-pagers are a lightweight, skimmable way for anyone in the company to quickly understand what’s been learned from research."
"When you market UX research, you prove and show your value, make your company smarter by your insights, and create advocates."
"Multipurpose communication means the same insights might be presented differently depending on the audience’s needs and what outcome you want."
"We give out stickers for research participation, and people get really eager to collect them all and promote research to their teams."
"Our definition of UX research connects the dots and helps fellow peeps make smart, strategic decisions by collecting insights directly from users."
"You could never do all this marketing alone—it’s all hands on deck, relying on different strengths and creativity across the team."
"Measuring the success of marketing tactics is starting to become a focus; right now it’s fly-by-the-seat-of-our-pants but we want to quantify and prove impact."
Or choose a question:
More Videos
"The most common way people give up their power is by thinking they don’t have any."
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"The use of dovetail helps organize diverse information without losing the author’s voice or connection to original data."
Xenia Adjoubei Sean BruceEmpowering Communities Through the Researcher in Residence Program
March 29, 2023
"When you get a best in class tool, you are able to execute more rigorous research and show clearer ROI."
Benjamin Wiedmaier Annie MayfieldRedefining Toolkits: Unbundling to Create a Perfect Match
March 11, 2025
"Design operations provides the connective tissue running through different kinds of projects, making sure we have the right resources and processes."
John DevanneyThe Design Management Office
November 6, 2017
"If you're changing workflows in experiments, you need to keep track of impacted teams like call centers to avoid resistance."
Steve Sanderson Alissa Briggs Jeff Gothelf Bill ScottDiscussion
May 14, 2015
"Vasilio Sampalis’s program at LEGO is so interesting and successful that it has attracted the attention of Gartner."
Jemma AhmedTheme 2 Intro
January 8, 2024
"Self-doubt comes home with you because research is ambiguous and many stakeholders don’t know what it is."
Megan KiersteadYou Are a Badass at UX: Overcoming Imposter Syndrome
March 10, 2021
"We have weekly meetings with implementation teams to design APIs, discuss progress, and address issues to ensure alignment."
PJ Buddhari Nate BaldwinMeet Spectrum, Adobe’s Design System
June 9, 2021
"We often introduce friction deliberately in community building to make it safe and meaningful."
James LangIf you can design an app, you can design a community
May 22, 2025
