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
"DP&M tools pull together necessary reference materials and design deliverables, showing how they relate to each other."
Jon Fukuda Ellie KryslDesign Planning and Management Support
October 3, 2023
"Map tours are my favorite thing—taking a new hire on a guided walk of the entire community."
Saara Kamppari-MillerCartography for Design Communities
September 10, 2025
"The four superpowers of design include giving experts breathing room to do the deep work necessary to bring substance."
Kevin BethuneReimagining Design: Unlocking Strategic Innovation
June 8, 2022
"One-on-ones aren’t just reflective of a point in time but are a journey you go on together."
Daniel OrbachZero to One: Co-Creating Operating Models with your Team
September 23, 2024
"Half of the service design professionals do not feel connected to their peers, which is significant."
Marc Fonteijn Ru ButlerIncrease your confidence, influence, and impact (through a Professional Community)
December 3, 2024
"It’s critical to measure perceived value and ask: Are you really solving the right problem with AI?"
Clara Kliman-SilverUX Futures: The Role of Artificial Intelligence in Design
June 7, 2023
"A research report is essentially the coffin where insights go to die."
Robin Beers Nalini Kotamraju Andy WarrPanel: Excellence in Communicating Insights
March 26, 2024
"Research in science fiction helps make research real and creative all the time."
Ana Maria Montero Barrantes Aditi Dhar Michelle Kaplan Nate Osborne Matt LaurenceThe Authentic UX Talent Show
January 8, 2024
"Innovators need a tribe to recharge their batteries because you get no from every direction."
Kristen Honey"Let’s Talk About Data and Crisis”: Public Digital Service Delivery = Open Data + Human Centered Design
November 18, 2021
