The UX Research North Star: Building a Vision That Guides Every Study

By Philip Burgess - UX Research Leader

Every product team needs direction. Just as navigators use the North Star to stay oriented on long journeys, UX researchers need a guiding vision that ensures every study contributes to the bigger picture. Without it, research risks becoming scattered—reacting to requests instead of strategically driving impact.

Why a North Star Matters in UX Research

• Prevents Random Acts of ResearchWithout a guiding vision, teams often jump into ad-hoc studies that feel disconnected from product strategy.

• Creates Alignment Across StakeholdersA shared vision helps product, design, and engineering see research as part of the roadmap—not just a side activity.

• Builds Cumulative KnowledgeInstead of isolated findings, research contributes to an evolving understanding of users, markets, and business outcomes.

• Elevates the Role of ResearchWith a North Star, researchers shift from order-takers to strategic partners shaping the future of products.

Defining Your UX Research North Star

A strong North Star balances user value and business value. It answers:

1. Who are we serving?Identify core audiences and prioritize segments.

2. What problems are we solving?Define unmet needs and opportunities for improvement.

3. What outcomes matter most?Align to business objectives such as retention, satisfaction, or efficiency.

Elements of a Research North Star

1. Vision StatementA short, memorable phrase that captures the long-term goal.

   Example: “Empower every member to confidently manage their healthcare choices.”

2. Research PillarsCore themes or areas of focus that guide study selection.

   • Discoverability & Navigation

   • Trust & Transparency

   • Accessibility & Inclusion

   • Efficiency & Ease of Use

3. Success MetricsThe KPIs tied to both product and research impact.

   • Task success rate

   • CSAT/NPS

   • Feature adoption

   • Reduced support calls

Putting the North Star into Practice

• Map Studies to the VisionFor every project, explicitly tie objectives back to the North Star. If a request doesn’t fit, reconsider its priority.

• Communicate FrequentlyShare the North Star at kickoffs, planning sessions, and retrospectives to reinforce alignment.

• Use It to PrioritizeWhen bandwidth is limited, the North Star clarifies which studies matter most.

• Evolve Over TimeRevisit your vision annually or after major product shifts to keep it relevant.

How to Build Your Own

1. Run a workshop with product, design, and business stakeholders.

2. Collect input on key goals, pain points, and opportunities.

3. Draft a vision statement and 3–5 pillars.

4. Align on metrics that will define success.

5. Publish it in a one-page artifact (PDF, Miro board, or Confluence page).

Resources to Explore

• IDEO – The Power of Vision Statements

• NN/g – Strategic UX Research

• Rosenfeld Media – Think Like a UX Researcher

Final Thought

A UX Research North Star isn’t just a lofty idea—it’s a strategic compass. It ensures that every study, from usability tests to foundational ethnography, connects to a bigger vision of where your product and users are heading.

✨ With a North Star, research doesn’t just answer today’s questions—it guides tomorrow’s strategy.