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
"Jargon is a barrier; I don’t even use the word UX with clients if I can help it."
Leah Buley Joe NatoliAsk Me Anything with Leah Buley and Joe Natoli, co-authors of The User Experience Team of One (2nd edition)
October 8, 2024
"To be truly impactful, human researchers need to actively participate in product design sprints and strategy meetings."
Liwei DaiThe Heart and Brain of the AI Research
March 31, 2020
"Whether you are a student, designer, or government worker, there is advice for getting started in Civic Design."
Ariel KennanTheme 2 Intro
December 9, 2021
"First-do-no-harm actually goes farther than just not causing harm; it involves striving for the best possible outcome."
Mariah HayEthics in Tech Education: Designing to Provide Opportunity for All
June 14, 2018
"We’re humans having human experiences and remembering that is key."
Jacqui Frey Dan WillisPanel Discussion: Integrating DesignOps
November 7, 2018
"Our research operations team’s mission is to let researchers focus on research without worrying about operational details."
Wyatt HaymanGlobal Research Panels
August 8, 2020
"I try as a product manager to involve them in those UX practices as often as possible."
Brad Peters Anne MamaghaniShort Take #1: UX/Product Lessons from Your Industry Peers
December 6, 2022
"Kids are not little adults. You can’t just simplify the text and call it for kids."
Mila Kuznetsova Lucy DentonHow Lessons Learned from Our Youngest Users Can Help Us Evolve our Practices
March 9, 2022
"Quantitative research seeks parsimonious models — simple, generalizable explanations that often lose deeper contextual uncertainty."
Mohammad Hossein JarrahiContextuality problem: Exploring the Benefits of Qualitative and Quantitative Research
January 20, 2023
