Summary
Moving the research function out from UX can transform how insights influence product-making in an organization. In this talk, Nalini explains how and why she led this shift for her team at Salesforce, as well as the move’s effect on their work and impact. Nalini will also share lessons learned in the process - “the how to’s” and the “absolutely how not to’s” - that may inspire and guide leaders and individual contributors alike.
Key Insights
-
•
Decoupling research from UX can provide researchers with more agency to frame broader business problems beyond design.
-
•
Identity work is a fundamental challenge when moving research out of UX, requiring careful leadership attention.
-
•
Playing the long game through persistent business case building and internal socialization is essential for organizational change.
-
•
Research teams positioned alongside product management, engineering, and data science gain higher visibility and influence.
-
•
Measuring research impact becomes more complex but broader, shifting from simple metrics like study counts to influence and strategic involvement.
-
•
Research operations functions are crucial infrastructure that enable scalable, efficient research beyond UX.
-
•
Control over budget and headcount advocacy improves significantly when research reports outside UX.
-
•
COVID-19 amplified issues around identity and belonging for team members during organizational transitions.
-
•
In B2B companies like Salesforce, much product decision-making happens before UX, necessitating research involvement earlier in the lifecycle.
-
•
Providing reassurance and support for new research skills helps ease team anxieties during structural changes.
Notable Quotes
"What happens if research does not report into UX? What might happen if we uncouple research from UX?"
"We made this move in January 2020 — our research and insights team moved out of UX but stayed within product organizations."
"Conscious uncoupling is about identity — how one thinks of oneself defines oneself and how others define you."
"I believed we could do more — more for the company, customers, stakeholders, and ourselves if we had more agency."
"Our research practice was perceived largely as design testers, empathy vehicles, and policing functions — a narrow, reactive role."
"After the move, our work had more impact, more visibility, and we're present across the entire product life cycle."
"Research operations is the spine of any successful research and insights group."
"For the first time, I was able to advocate for funding directly for the research function at high executive levels."
"I underestimated how much identity our team tied to UX and how scary that loss felt to many of them."
"Our shift is structural, not because of personalities — it was needed to influence earlier, more business-centric decisions."
Or choose a question:
More Videos
"Close-knit teams are valuable but can hide unfair emotional labor burdens, especially along gender or racial lines."
Brian MossWhat Does it Mean to be a Resilient Research Team?
March 9, 2022
"AI tools today are sandwiches in search of picnics—useful, but lacking killer applications yet."
Sheryl Cababa Ethan Marcotte Milena PribicDay 2 Panel
June 5, 2024
"Site visits with users don’t just give actionable insight; they give us raw, humbling inspiration to keep going."
Barb SpantonDoing Work That Matters: A Look Beyond The Idealistic Notion of 'Doing Meaningful Work'
June 10, 2022
"You earn your seat at the table by championing excellent customer experience and rallying the project team behind it."
Karen PascoeDeveloping Experience Teams and Talent in the Enterprise
June 8, 2016
"Learning should be an experience tailored around the learner, not the curriculum."
Kristin SkinnerFive Years of DesignOps
September 29, 2021
"It’s about us, the design ops practitioners, and what we need today to be better at our jobs."
Bria AlexanderTheme Two Intro
October 3, 2023
"We’re moving from wanting to see the table to having an actual place at it."
Bob BaxleyTheme 4: Intro
January 8, 2024
"Eval is the engineering word for evaluation, but also what researchers and UX designers naturally do."
Peter Van DijckBuilding the Rosenbot
June 4, 2024
"Public institutions continually earn trust by quickly and effectively responding to people's needs."
Ed MullenDesigning the Unseen: Enabling Institutions to Build Public Trust
November 16, 2022
