Becoming a More Customer-Centric UX Researcher: A Lesson in Presenting Insights with Empathy
- Favour Esinam Normeshie
- Mar 25
- 3 min read
Not long ago, I completed a recruitment task as part of the hiring process for a UX Researcher Consultant position. I put together two detailed reports filled with user insights, data, and actionable recommendations. I felt confident. But then I received this message:
“The client has decided not to move forward with your profile, since the outputs and recommendations were not very customer oriented.”
That line stayed with me!
It wasn’t just a rejection — it was a mirror. And instead of brushing it off, I leaned in. I asked myself: What does “not very customer oriented” really mean in this context — and how can I do better next time?
🔍 What I Learned About Being “Customer-Oriented”
Looking back with clearer perspective, I see that the feedback pointed to a gap not in effort, but in framing. My initial report included clear, actionable recommendations — from improving pricing visibility to repositioning key content — but it approached those findings through a primarily usability-focused lens.
After reflecting on this, I revisited an article from the UX Design Institute titled “A Complete Guide to Presenting UX Research Findings”, which became a turning point in how I now approach communicating insights.
It reminded me that UX research isn’t just about reporting results — it’s about storytelling, empathy, and clarity. As the article notes:
“Tell a compelling story with your findings. Make sure that every data point or quote is tied back to what users want or need, and how that connects to business outcomes.”
That insight helped me see what was missing: I had the data and structure — but I needed to reframe everything around the human experience.
Being customer-oriented means:
Exploring what users need, feel, and aspire to, not just what they click.
Tying findings to real-life goals like planning confidently or feeling represented.
Framing recommendations as opportunities to support users emotionally and practically, not just as UI fixes.
That shift — from analyzing actions to advocating for users — is what transforms research from informative to impactful.
🧠 How I Could Have Made My Work More Customer-Centric
Here’s how I’ve reframed my approach since then, based on what I’ve learned:
1. Frame issues in terms of user emotions and goals — not just metrics
Original:
“Ticket pricing is hard to find.”
Customer-oriented version:
“Visitors feel anxious and hesitant to commit time exploring the park when basic pricing isn’t visible. They want clarity early — to feel confident they can afford the experience before getting emotionally invested.”
✅ Focus on trust, clarity, and emotional buy-in.
2. Reword recommendations around user value — not just UI fixes
Original:
“Display starting ticket prices directly on the homepage.”
Customer-oriented version:
“Help users feel in control of their planning process by offering upfront pricing — giving them the confidence they need without digging.”
✅ Empower the user, ease uncertainty.
3. Tie findings to personas or use cases
Original:
“Some users without children feel the imagery skews too child-focused.”
Customer-oriented version:
“Solo travelers and young couples felt overlooked. They want to see themselves reflected — to know Universal offers more than just family fun.”
✅ Acknowledge diverse needs and identities.
4. Surface deeper motivations from quotes
Original:
“I want to know how much everything costs before spending any more time researching.”
Customer-oriented version:
“Users want to quickly gauge affordability to avoid wasting time or feeling misled — it’s about cognitive load, time efficiency, and trust.”
✅ Interpret the why behind the quote, not just the what.
✍🏽 What I Took Away
Even though the recruitment task had only asked for a Key Findings section, the experience highlighted ways I can elevate my reporting going forward — even within limited formats.
In future reports, I plan to go beyond surface-level findings by embedding user-centered sections that reflect a deeper understanding of the people behind the data:
User Needs & Mindsets – what users are trying to achieve, and how they mentally approach the product or experience.
Emotional Journey Moments – where users feel excitement, hesitation, confusion, or satisfaction during their interaction.
User Frustrations in Context – not just what’s frustrating, but how those friction points impact trust, decision-making, or emotional engagement.
These additions will allow me to shift from purely usability-focused reporting to one rooted in human experience design — helping stakeholders not just understand what’s happening, but why it matters emotionally and behaviorally.
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