The Biggest Mistakes I’ve Made (and Learned From) in UX Research

By Philip Burgess – UX Research Leader

After two decades in UX research, I’ve learned that growth doesn’t come from perfect projects—it comes from the messy, uncomfortable moments that test your assumptions, challenge your confidence, and ultimately sharpen your craft.

Every researcher has a few cringe-worthy stories. Decks that didn’t land. Findings that went nowhere. Conversations that could’ve been handled better.Here are the biggest mistakes I’ve made (and what they taught me about becoming not just a better researcher—but a better leader).

The Biggest UX Research Mistakes I've Made

1. Overloading Reports with Data Instead of Insights

Early in my career, I believed the more data I shared, the more credible I looked. I built 60-slide decks packed with quotes, charts, and metrics—proof that I had done the work.

The problem? Stakeholders didn’t know what to do with it. I remember one senior leader flipping through slides and asking, “So… what are you telling me to do next?” That was my wake-up call.

Lesson: Always lead with the “So what?” before showing the “How we know.”Start every deliverable with the key takeaway and the action it supports. Summaries win meetings; appendices win credibility later. Today, my reports are shorter, sharper, and always focused on the business decision they inform.

2. Assuming Stakeholders Read the Brief

Once, I ran a multi-week, high-budget usability study under the assumption everyone was aligned. The kick-off meeting went well—or so I thought. Halfway through, a product manager asked, “Wait, we’re not testing the new flow?”

That moment taught me a painful but powerful lesson: alignment isn’t a meeting—it’s a process.

Lesson: Restate goals and hypotheses until everyone can say them back to you.Create a one-page summary after every project kickoff, send it to stakeholders, and confirm agreement. Overcommunication might feel redundant, but it’s how you prevent scope confusion and ensure everyone is moving in the same direction.

3. Not Speaking the Business Language

For years, I framed my findings purely around user needs and usability scores. I thought that was enough. But executives weren’t moved by “users were confused.” They wanted to know how that confusion impacted conversion, retention, or cost.

That realization shifted everything. When I started translating insights into business outcomes, people started listening.

Lesson: Frame findings in terms of ROI, retention, or revenue risk.Don’t abandon empathy—expand it. Understand what your stakeholders care about and connect your findings to those metrics. When you can say, “Fixing this issue could reduce support calls by 20%,” you’re no longer an advocate—you’re a strategist.

4. Trying to Please Everyone

In the early days, I wanted every stakeholder to walk away happy. I softened difficult findings to keep relationships intact. The result? We shipped mediocre solutions that made no one happy.

Research isn’t about making people comfortable—it’s about making progress.

Lesson: Deliver the truth with empathy, not apology. You can be kind and still be direct. If your findings challenge a product direction, frame them as an opportunity for alignment, not an indictment of effort. The most trusted researchers are those who speak the truth—even when it’s inconvenient.

5. Forgetting to Tell the Story

At one point, I was so focused on accuracy that I forgot to be compelling. My reports were technically correct but emotionally flat. I learned that insights don’t inspire action unless they feel human.

Lesson: Use storytelling to bridge data and emotion.Bring users to life—through quotes, photos, or video clips. Show, don’t tell. A well-chosen moment from a session can do more than a dozen charts to shift perspective. Great research isn’t just informative—it’s persuasive.

Final Reflection: Mistakes Are the Best Teachers

Mistakes aren’t failures—they’re stepping stones to mastery. Every misstep taught me something critical about leadership, communication, and impact.

If you’re early in your UX journey, don’t fear mistakes—study them. Reflect on what didn’t work, and share your lessons openly.Because at the end of the day, the best researchers aren’t the ones who never fail—they’re the ones who keep learning.

Philip Burgess | philipburgess.net | phil@philipburgess.net