Accessible only to conference ticket holders.
Log in Create account Buy conference recordings
For 90 days after a conference, only paid ticket holders can watch conference videos. After that, all Gold members have access.
If you have purchased recording access and cannot see the video, please contact support.
The Sensemaking Business
Summary
You collect data, synthesize findings, and deliver insights. But what you’re really doing is something bigger: helping your entire organization make sense of the people it serves. Dana Chisnell has spent four decades in UX — from writing one of the earliest usability manuals to leading culture change across a 260,000-person U.S. federal agency. In this keynote, she shares what she’s learned about the real work of research and why it matters more than ever. Key takeaways: - Research is sensemaking, not just a deliverable — and that distinction changes how you work - Every research activity is an act of organizational culture change - You don’t need authority to have influence - Your path will look different from anyone else’s, and that’s the point
Key Insights
-
•
The fundamental role of UX researchers is sense making and facilitating culture change, not just delivering insights.
-
•
Skipping learning phases in design adoption often backfires; teams must experience each phase to grow effectively.
-
•
Root problems often differ from the symptoms organizations initially present; deep discovery is essential.
-
•
Researchers serve as vital connectors between users’ realities and organizational decision-makers.
-
•
Bringing stakeholders directly into research sessions accelerates culture change and shared understanding.
-
•
Traditional research reports are often ineffective; visualizations, prototypes, and collaborative artifacts are more impactful.
-
•
Reframing risk concerns can transform opposition to research into support by showing how research mitigates risk.
-
•
Research at scale in real-world contexts provides invaluable validation beyond abstract data or metrics.
-
•
Long-term perseverance and incremental change can transform even large, bureaucratic organizations to center human needs.
-
•
Design leadership is not about being the best individual contributor but enabling others to make human-centered decisions.
Notable Quotes
"Your world is different. You probably have a design related title and tools, but the business we’re in is the same sense making for culture change."
"You are the expert in understanding the lived experiences of your users. It’s ongoing work helping those around you develop a shared understanding."
"Stop writing reports. If people aren’t reading them, try drawing, prototyping, and inviting others to make and visualize with you."
"When your product manager asks what users said before a decision, or your engineer notices accessibility without prompting, that’s sense making happening."
"You can do evolution or you can do revolution. I prefer evolution where everyone collaborates toward the same goals."
"The hardest job I ever had was redesigning an organization, not just a system."
"Every time you bring a teammate into a research session, you’re scaling change."
"Researchers are in the sense making business—they connect the present to the future, step by step, helping users get what they need."
"Seeing someone a decade later give useful UX feedback because they learned from you shows the power of long-term impact."
"You come from the future. Now go build it."
Or choose a question:
More Videos
"It’s basically impossible for the design team to work without the design ops team."
Benjamin RealShowing the Value of DesignOps by Not Having a DesignOps Team
October 21, 2020
"We do about a hundred free community sessions a year where anyone with membership can attend."
Louis RosenfeldThe Rosenbot and the Rosenverse: An AMA with Lou Rosenfeld
June 5, 2024
"If you’re not in Slack, you’re missing out on the party."
Bria AlexanderOpening Remarks
June 11, 2021
"Zoom fatigue is real, people are not necessarily keen to go into another Zoom meeting even if they think it’s valuable."
Shelby SwitzerMaking Space for Community Knowledge-sharing in a Distributed World
December 10, 2021
"Artifacts of the future help us envision and grasp the change that we’re hoping to have—it’s not just bullet points or vision statements."
Sarah GallimoreInspire Progress with Artifacts from the Future
November 18, 2022
"What are the small steps teams can take to sustain their energy and well-being over time?"
Alana WashingtonTheme 1: Introduction and Provocation
January 8, 2024
"Serendipity happens when you explore across different journeys, personas, and contexts in the knowledge repository."
Tony TurnerCapturing Deep Insights
September 30, 2021
"We are asked to produce more and more work with fewer people and smaller teams."
James Wieselman SchulmanResearch is a team sport: advancing the work when everyone does the research
March 11, 2026
"We need to treat people as people, not users, because they are not a utility or a commodity."
Jemma AhmedTheme 2 Intro
March 26, 2024
