Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
What emerging methods are advancing UX research [Advancing Research Community Workshop Series]
Summary
Four of your research colleagues discussed and defended their respective positions on what emerging methods are advancing UX research. Participants engaged with them in a discussion and Q&A, facilitated by Victor Udoewa. “Thanks to online culture, we have all become savvy content creators, alert to meanings. But while the user can tell you what they like, semiotics unlocks the system of imagery, narratives and environments that makes them think that way, showing brands how to be distinctive and credible.” – Soma Ghosh & Rob Thomas “Using AI for the “science” of user research (data collection, analysis) leaves you with more time to devote to the “art” of it—drawing connections only you could draw, telling stories that resonate in a way only you can.” – Savina Hawkins “The value of User Research is easily missed (dismissed) if our colleagues don’t come out from behind their computers or down from their 47th-floor office, and join us in talking to the people using their products or experiencing their services. There is no such thing as second-hand empathy.” – Dave Hoffer
Key Insights
-
•
User experience is inseparable from culture and must be decoded through semiotics to understand deeper user behavior.
-
•
Semiotics analyzes communication beyond words and images, including sounds, textures, and environmental stimuli.
-
•
The democratization of user research by product managers and consultants changes the research landscape and calls for UX professionals to adapt.
-
•
Large language models function as a collective unconscious, helping researchers accelerate cognitive tasks but require human grounding.
-
•
AI models hallucinate plausible but false information, necessitating complementary systems to ensure accuracy.
-
•
Cultural research must account for inherent inequities and positional biases, often requiring diverse research teams.
-
•
Posthumanist perspectives encourage blending human, cultural, and technological understandings rather than centering solely on humans.
-
•
Combining semiotics with AI tools can enhance cultural insight and storytelling in UX research.
-
•
Effective semiotic research identifies resonance, a visceral cultural connection that transcends explicit signs.
-
•
Long-term historical context and future speculation enrich design decisions beyond short-term sprint cycles.
Notable Quotes
"Being a semiotician today is like reading everyday cultural signals to spot the bigger concepts behind user choices."
"Users don’t just consume culture anymore; they contribute to it, making cultural understanding essential to UX research."
"Large language models are where computers and language become indistinguishable, breaking down boundaries between cognition and technology."
"AI doesn’t have a body or sensory experience, so it can’t replace human contextual understanding in research."
"Semiotics isn’t just words and pictures; it includes every stimulus in your waking and even perhaps sleeping life."
"Culture always has inequities built into it, so researchers must be aware of their own positionality and blind spots."
"Giving ChatGPT custom instructions is like training your alien."
"Different UX methodologies should coexist and collaborate like an ecology of practices rather than compete."
"It’s not answers we’re after but further questions to keep the conversation and understanding alive."
"Everything is designed, much of it poorly, so it’s incumbent on us to redesign capitalism and systems more inclusively."
Or choose a question:
More Videos
"Practical ops is about getting stuff done because it’s our job to scale the organizational ability to design and amplify the work of designers."
Bria AlexanderTheme Two Intro
October 3, 2023
"Mental health, systems of oppression, and racial justice should have been normal conversations at work all along."
Ariba JahanTeam Resiliency Through a Pandemic
January 8, 2024
"In product design, we answer questions to design; in service design, we ask the right questions to design."
Cornelius RachieruHandling Complexity: Framing a Scale of Design
June 9, 2021
"There is actually no law for private entities in the US that mandates web accessibility."
Megan Clegg Michael Haggerty-Villa Alexis MorinSpace for Everyone: Reframing Accessibility Through a Wider Lens
June 10, 2021
"Duplicating the map lets me answer ops questions like who are our UX domain experts or how design ops is structured."
Saara Kamppari-MillerCartography for Design Communities
September 10, 2025
"Legislation like the US executive order on federal customer experience has helped us rebuild trust in government."
Kara KaneTheme One Intro
November 16, 2022
"Designers need to switch hats when working with people who aren’t trained designers — mentoring is essential."
Natalia RadywylCo-Designing New Power in Australia's Public Sector
November 16, 2022
"If you put garbage in, garbage comes out – AI reflects the biases in its training data."
Nancy DouyonWe'll Figure That Out in the Next Launch: Enterprise Tech's Nobility Complex
June 15, 2018
"We should feel okay to throw away old assumptions and tooling and invent new techniques for this new world."
Peter Van DijckBuilding the Rosenbot
June 4, 2024
