by The Evolution of UX (Research): Key Shifts and Future Directions
Over the past year, UX as a practice has undergone significant shifts driven by technological advancements, changing organizational dynamics, and evolving user expectations. In the run-up to the 2nd in-person UX360 Research Conference taking place in Berlin on May 14th and 15th, experts from leading companies like Nestlé, Google, Dye&Durham, Banc Sabadell and Amadeus highlight key trends shaping the field.
-
Remote Work and the Changing Nature of Research
The rise of remote work has fundamentally changed how UX teams conduct research. While digital tools enable efficiency, they often fall short in capturing deep, contextual insights. “I truly miss conducting rich ethnographic fieldwork,” says Giulia Angeletti (Nestlé), emphasizing how remote methodologies have both benefits and limitations. She hopes to see more advanced research methods emerge, such as virtual reality, to help UX teams maintain high-quality insights despite geographical barriers.
-
The Democratization of UX
More people across organizations are becoming familiar with UX methodologies, increasing awareness of its value. However, this democratization has its risks. “This increased visibility is great for our discipline, but it also risks leading to amateurish practices that could undermine the credibility of professionals hired specifically for UX work,” warns Angeletti. The challenge moving forward is ensuring that UX specialists retain their strategic role while fostering cross-disciplinary collaboration.
-
The Pressure for Speed and Business Impact
Organizations are demanding faster UX results with immediate business impact. However, UX isn’t just about delivering quick wins—it’s about shaping experiences that drive long-term behavioral change. Our experts stress that UX professionals must advocate for deeper, more strategic integration within decision-making processes rather than being seen as short-term problem solvers. This also means getting UX Researchers to a leadership level that helps to drive strategic thinking in their organization.
-
AI’s Growing Role in UX
AI is transforming UX, both in terms of tools used in research and design and the way AI-driven experiences are created for users. If used right, AI tools can become a structural part of every organization. While artificial intelligence offers automation and efficiency, it also challenges UX teams to maintain human-centered design principles and ensure AI-driven experiences remain ethical, accessible, and meaningful.
-
UX as a Connector Across Systems
UX is shifting away from isolated problem-solving toward designing seamless, end-to-end experiences across entire systems. Shamindri Perera (Amadeus) observes, “One of the biggest shifts I’ve observed is the transition from focusing on specific user problems to looking at a user’s end-to-end experience across a system.” As technology evolves, UX must maintain this holistic perspective to ensure a smooth, meaningful journey for users. This also includes delving more into foresight and futures, listening to users not only in the present but identifying micro-signals and trends that will eventually affect product development.
-
Expanding Responsibilities Amid Smaller Teams
With industry shifts, including layoffs and automation, UX teams are becoming leaner, yet their influence is expanding. “In this landscape, designers will become connectors, breaking down organizational silos and bridging experience gaps beyond the screen,” predicts Venessa Bennet (Dye&Durham). Future UX professionals will need to be systems thinkers, understanding broader organizational and technological ecosystems.
Where UX is Headed Next?
Looking forward, experts predict several key evolutions in the UX field:
- Stronger Cross-Team Collaboration
UX must become structurally integrated across organizations, not just included in select projects. A shift toward deeper collaboration will help ensure user-centered decisions are embedded in business strategy from the start. - More Advanced Remote Research Methods
Emerging tools, such as virtual reality and AI-driven research platforms, will help UX teams conduct remote research in richer, more immersive ways, allowing for deeper insights even in distributed work environments. - A Shift Toward Systems Thinking
As UX expands beyond screens, practitioners will need to think more like systems designers, understanding how digital and physical experiences intersect. Future UX roles will require broader strategic and analytical skills to navigate complex ecosystems. - A Holistic Product Mindset
UX professionals will increasingly need to develop skills beyond traditional design and research. Understanding product strategy, decision-making, and prioritization will be essential as UX becomes more accountable for business outcomes. Utkarsh Seth (Google) argues that UX has historically been too focused on execution: “Our discipline has not taught us that execution is only one part of our accountability. We’ve created a bubble where UX is believed to start with study and design planning and end with delivery, completely ignoring the larger context of product development.” Moving forward, UXers will need to engage in strategic discussions about trade-offs, prioritization, and business impact. - Aligning Business Goals with UX Strategy
Many UX leaders hope to see a shift where business strategy aligns more closely with user experience goals rather than being driven purely by financial KPIs. Katherine Vegas (Banc Sabadell) sees a growing opportunity for UX to move beyond product validation: “I would like research and researchers to be more heard and have bigger agency in our organizations, moving from product validation to having a more strategic vision and contributing to decision-making.”
Final Thoughts
UX is at a turning point. It is no longer just about user-centered design—it is evolving into a strategic discipline that influences business decisions, systems thinking, and long-term product vision.
Seth sums it up best: “The focus on having a holistic product mindset (along with a UX mindset) will grow as organizations become more mature. UXers have to do quite a bit of work in terms of skill development to catch up to these expectations.” As organizations mature, UX professionals must evolve—developing new skills, advocating for deeper integration, and embracing emerging technologies to stay ahead of industry demands.
Get ready for the future of UX Research and Design!
Join the UX360 Research Conference 2025 on May 14th and 15th in Berlin, Germany. This event is the ultimate gathering of UX research and design leaders—two days packed with the latest industry insights, cutting-edge methodologies, and next-level inspiration.
Meet the above experts and international UX superstars from Youtube, Universal Music, Roche, Klan Games, Meta, Philips, Ikea, Delivery Hero and many more!
Network with top UX professionals from around the globe. Whether you’re a researcher or designer, this event is a must-attend for anyone looking to stay ahead in the field. 🎟️ Snag 15% off with code BLOG15—before it’s gone! Register here!
