This is a guest post by Dana Bishop, VP of Experience Research Strategy at UserTesting.

Over the last decade, the user experience (UX) industry has not only transformed but has seen a significant change in its perception in business. Once typically the domain of a sole passionate evangelist within the business, UX was relegated to the sidelines and treated as an afterthought, with professionals facing an ongoing battle for budget. In recent years however, we’ve seen a massive shift as understanding of the importance of UX has skyrocketed, helping research to take its rightful place at the forefront of business decision making.

Our annual Experience Research Industry Report has been tracking the sector for the last ten years and found that test frequency nearly doubled from 2013 to 2023 as a test-early test-often mindset has become widely adopted. Research professionals report that their colleagues more greatly understand the importance of their work, and 80% of those surveyed in our latest report feel like executives are prioritising and investing in experience research.

This shift has been brought about through a number of factors. By 2013, we could already see the tides beginning to turn as 70% of professionals reported they expected to be undertaking more usability testing in the next year and by 2015, respondents reported they were being given the necessary budget increases to make this a reality on a larger scale.

Businesses had recognised the benefits of continuous customer feedback, and it became clear that with this increased demand for insights that traditional methods like in-person interviews weren’t giving the speed and agility needed, whilst quantitative methods like surveys lacked the level required to understand users more deeply to build experiences that were truly empathetic.

This resulted in a huge shift in where and how testing was conducted, with the benefits of remote human insights being increasingly valued. In 2013, 17% said remote testing was not used at all in their business, and 23% of participants said the majority of their testing was still done in person. Now, 36% say remote testing is one of their most used methods, with 11% expecting to do all of their testing remotely. Embracing the benefits of both, 34% of professionals expect they’ll conduct an even mix of remote and in-person testing this year.

But where will the future of UX lead? Throughout a decade of insights research, new technologies have remained an enduring focus when we ask what participants see shaping the industry’s future. In our latest study, machine learning, VR/AR and AI were all seen as the top trends likely to impact the future of our work in the next five years. These advancements will present opportunities for the sector, as well as challenges in building experiences that still feel human in new digital spaces.

One thing is certain, the bar for UX has been raised in the last decade and the industry approach has matured significantly. With customer expectations only increasing and competition fiercer than ever before, there is no room for back-pedalling on your research offering. The next decade will mean faster and more frequent research for any business that wishes to succeed.

This is a guest post by Dana Bishop, VP of Experience Research Strategy at UserTesting.

About Dana

Dana has over twenty years of experience in the field of quantitative UX research and has worked with some of the biggest names in the industry, including USAA, State Farm Insurance, Citi, McDonald’s, and Disney. After spending nine years at Keynote Systems, Dana worked at Key Lime Interactive until she joined UserZoom in 2017 as their Vice President, Research Partner. UserZoom and UserTesting merged in April 2023 and Dana became the VP of Experience Research Strategy at UserTesting.

Dana Bishop is a multimedia artist who has studied at the San Francisco State University, Center for Creative Imaging, and University of Hartford, Hartford Art School. Dana has a BFA in photography and art history.

Credit: Image by 3D Animation Production Company from Pixabay