Summary
Characteristics like race, ethnicity, gender, and disability status can have a significant impact on how we experience the world, and how the world experiences us. In UX research, diversity is the first thing to vanish from the recruit when the going gets tough; I will talk about what we miss when that happens, and what researchers can do about it in their own practice. This presentation will demonstrate why a diverse recruit is imperative for a strong user research study, provide examples of what we miss when the recruit is homogeneous, and offering tactics for addressing the issue.
Key Insights
-
•
Researchers often undervalue race, ethnicity, gender, and sex in recruitment compared to other demographic criteria like age and location.
-
•
Homogeneous recruitment pools are usually predominantly white, cisgender, and economically middle class, limiting representativeness.
-
•
Ignoring demographic diversity risks reinforcing dominant cultural perspectives and missing key user needs and experiences.
-
•
Demographics such as race and gender significantly shape lived experiences and thus influence how users interact with products and services.
-
•
Specific and non-flexible demographic quotas improve success in recruiting diverse participants from third-party recruiters.
-
•
Recruiters often treat demographic criteria as optional, requiring pushback and clear communication to prioritize diversity.
-
•
Diverse research teams help identify recruitment barriers and blind spots that homogeneous teams may overlook.
-
•
Recruitment strategies must extend beyond familiar networks and include culturally appropriate outreach to marginalized communities.
-
•
Even when diversity isn’t the study focus, recruiting representative participants can surface critical differences in experience.
-
•
Overrepresenting marginalized groups in samples can compensate for historical overrepresentation of dominant groups and reveal nuanced insights.
Notable Quotes
"If we just decide to ignore demographics we're missing huge swaths of the participant experience and an opportunity to better serve our users."
"Demographic criteria is generally considered less important compared to project-specific or contextual criteria in recruitment."
"The viruses don't discriminate based on race, but our healthcare system does."
"We often center the point of view of dominant demographics and ignore the needs of those we never speak to."
"Recruiters have become conditioned to treat demographic criteria as flexible or optional, and I want to say they shouldn't be."
"If seeing a diverse participant pool is important to you, it's your responsibility to make sure your recruiters use it as a priority."
"We can't say with certainty what needs or pain points we missed when our recruits weren't demographically diverse."
"Age carries with it obvious visible differences and lived experience, while race often involves less visible but equally impactful structures."
"The best we do should be open to improvement and evolution to better serve clients' target audiences."
"When you have findings that serve smaller populations, it often tends to serve the broader population as well."
Dig deeper—ask the Rosenbot:
More Videos
"Reflection in action involves noticing surprise, questioning assumptions, experimenting, and reflecting on the move."
Yoel SumitroActions and Reflections: Bridging the Skills Gap among Researchers
March 9, 2022
"If you are silent about your pain, they will kill you and say you enjoyed it."
Zariah CameronReDesigning Wellbeing for Equitable Care in the Workplace
September 23, 2024
"Forrester found that design thinking teams move twice as fast from idea to market because they’re closer to their users."
Doug PowellDesignOps and the Next Frontier: Leading Through Unpredictable Change
September 11, 2025
"When fellow co-workers label an individual as difficult, it's hard not to treat that individual as a problem."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024
"The essence of strategy isn’t painting a grand vision of the future, it's deciding what not to do."
Mike OrenWhy Pharmaceutical's Research Model Should Replace Design Thinking
March 28, 2023
"Scale is social work because it’s about creating relationships and reducing friction."
Jacqui FreyScale is Social Work
March 19, 2020
"Clear and consistent communication really keeps design leadership accountable and promotes transparency via knowledge sharing."
Kim Holt Emma Wylds Pearl Koppenhaver Maisee XiongA Salesforce Panel Discussion on Values-Driven DesignOps
September 8, 2022
"You own the design system, which gives you the unique ability to integrate that accessibility thinking into all of your components."
Samuel ProulxFrom Standards to Innovation: Why Inclusive Design Wins
September 10, 2025
"We wanted to be aware of extraversion, so words like energy were changed to initiative to not favor personality types."
Laine Riley ProkayHow DesignOps can Drive Inclusive Career Ladders for All
September 30, 2021
