Introducing Kenneth Pass: A Trailblazer in UX Research and Equity

Brandon: How did you first get into UX research?

Kenneth: I started my research journey during a research fellowship at Morehouse College in the psych department. Working in a community health psychology lab with Dr. Sinead Younge, I gained valuable experience. Additionally, I worked at Emory's public health school and did an internship at Harvard during my junior year in college. This marked the beginning of my research career. Since then, I completed my PhD in Sociology at Northwestern University. I have grown a portfolio of research that explores issues related to race, science and technology, health, and politics.

In 2021, while working in operations at Uber, I reached out to managers to learn more about UX research. I met with the Design manager on the Product Equity team and we discussed equity issues at Uber and in the design space. When a research role opened up on that team, I applied, and that's how I transitioned into product equity and UX research.

Brandon: That's fantastic. Equity in UX research is not widely explored. How did you get introduced to it, and how does it manifest in your work?

Kenneth: My investment in equity started quite early. I delved into issues of equity when I was a kid. I served as a multicultural peer counselor in boarding school. I organized programs to shift the campus culture towards inclusivity and equity, encouraging deep thinking about the experiences of marginalized groups. This commitment continued in college, where I led a gender and sexual diverse collective, Safe Space. My goal has always been to contribute to a world where oppressed people are free, agentic, and equipped to thrive.

I've always been deeply interested in equity, and it's at the core of who I am. My passion for equity aligns with my background in sociology. Initially, I thought that becoming a professor was the only path to being a professional researcher interested in the things that I study. However, in 2021, when I joined Uber, I realized there were other avenues to explore. The timing was perfect as Uber was making investments in equity, creating an ideal space for me.

Recognizing the need for material investments in equity, Uber founded the Product Equity team in 2020, led by Zach Singleton.

At Uber, I've found that people are generally excited about issues related to equity, accessibility, and inclusion. When discussing these matters, I'm usually met with enthusiasm, and many are surprised to learn about the existence of a team dedicated to such concerns. While challenges may arise during product launches or changes, they usually stem from figuring out how these initiatives fit into the broader scope of the business. Overall, I've been fortunate to work in an environment where my team and stakeholders value the work we do. My experience at an LGBTQ conference reinforced how lucky I am to be in a space that values equity, acknowledging that experiences may vary for others even within Uber. I'm grateful for the investment and support I've witnessed in my role over the past year and a half.

Brandon: What have been some of the highlights and challenges you've faced as a UXR?

Kenneth: Coming from academia, one major challenge has been adjusting to the fast-paced nature of product research. Unlike the extensive timelines in academia, product researchers often work with shorter deadlines, requiring quicker project completion. I had to learn to make more specific claims without sacrificing quality.

In terms of equity research, reaching historically underrepresented populations poses unique challenges. For instance, conducting global gender inclusion research involves overcoming skepticism and building trust due to perceptions of potential digital scams. Adapting recruitment methods to accommodate these concerns and allowing time for trust-building became crucial aspects of the process.

Another aspect I had to adjust to is the weight of our product’s impact, as the visibility and impact of my work at Uber are significantly higher than in academia. Recognizing the responsibility that comes with influencing a product used by millions, especially considering the sensitive issues I work on, has been nerve-wracking sometimes.

On the positive side, I've enjoyed the confidence gained in my abilities. In academia, doubts about whether I could do the work were prevalent. In product research, questions arise, but it's encouraged me to be more certain and articulate in my responses.

Stakeholder management has also been an adjustment. Unlike the more isolated nature of academic work, collaboration is integral to product research at Uber. Working with various teams, including legal, policy, engineering, and design, requires constant communication and coordination across different time zones. While it took some getting used to, the collaborative aspect has been inspiring and has broadened my perspective on teamwork.

Brandon: How has your identity as a Black researcher shaped your career path and experiences?

Kenneth: My identity as a Black researcher has influenced my career in two main ways. Firstly, in building genuine connections and finding my people. As a Black researcher, I prioritize seeking individuals who align with my values, irrespective of their racial background. This search for like-minded individuals was crucial when transitioning from academia to UX research, and even when choosing between PhD programs. Finding a network that shares my values has motivated many of my decisions.

Secondly, my identity impacts the way I approach my work. As a Black researcher, I constantly consider how different aspects of my work affect Black and historically oppressed populations. I'm always questioning how products or research outcomes impact these communities and what perspectives, worldviews, and lived experiences might be overlooked. Working on the Product Equity team at Uber, we frequently ask ourselves what perspectives we may be missing and what use cases we haven't considered. This aspect of my identity adds a layer of complexity to my work, as it involves thinking about all angles and ensuring that a product is equitable.

Building an equitable product is challenging, but I see it as a skill that improves with practice. The more I engage with it, the more comfortable and effective I become in addressing these considerations. Overall, my Blackness influences both the personal connections I seek and the critical perspectives I bring to my research.

Brandon: How does the UX research field support Black practitioners, and where does it fall short?

Kenneth: Broadly speaking, the research industry as a whole, including UX research, struggles to ensure adequate representation of people from diverse backgrounds. While I've been fortunate to see some representation at Uber, acknowledging that I'm not the only Black person on my team, this is not universally true across the industry. The need for more diversity, especially for those coming from non-traditional tech backgrounds like sociology, psychology, ethnic studies, or gender studies, is evident.

The issue is not just about racial diversity but also about the diversity of ideas, perspectives, and training. While there's a focus on increasing identity representation, there should also be a push for diversity in experiences and academic backgrounds. For instance, individuals with a sociology background may bring a different lens to problem-solving compared to someone with a computer science background.

Representation matters not just for the sake of it but because different perspectives lead to better, more inclusive products. There are many Black academics with PhDs who are passionate about making an impact in the field but may lack technical backgrounds. Their unique ideas and perspectives deserve consideration and could contribute to the richness of the UX research field.

In summary, the UX research field, like many others, needs to do better in ensuring diverse voices and ideas are not just represented but also valued and integrated into decision-making processes. The goal should be to create a more inclusive and innovative field that considers a wide range of perspectives.

Brandon: It's frustrating when companies suggest there aren't enough Black professionals available for recruitment. There are plenty of talented individuals eager to contribute. Reflecting on my own journey, I applied to Google and got rejected, but I was confident that I would find the right fit eventually. I wonder if more can be done to break down barriers for people with diverse backgrounds, not just focusing on traditional tech recruitment channels. For example, Google once posted a job for African American Studies PhDs, but it's unclear what came of it. There's a need for more diversity of perspectives, and there are many capable individuals who, given the opportunity, could make meaningful contributions to the field. 

Do you have any advice for young Black professionals entering into UX research?

Kenneth: Absolutely. I appreciate the conversation, and I'm happy to be part of it. Regarding advice for young Black professionals interested in entering UX research. First off, I am young! But I've been thinking about this advice for various groups, whether it's professionals switching industries like me, or individuals just starting their academic journey. The key advice I'd offer is to invest in building a network of people. For me, networking is not just about opportunistic career moves but about building genuine connections with people who share your values. It's about understanding different perspectives and worldviews.

Brandon: It's more like community-building, isn't it?

Kenneth: Exactly. It's about having a community that you can lean on, and that can lean on you, all working towards a common purpose. Whether you're switching industries or still pursuing academic research, having a community is crucial. It's not something that happens overnight; it takes time to build those relationships and learn how to be a part of a community.

Brandon: That's great advice. It's not just about joining a company; it's about creating and contributing to a community. And, as you mentioned, being open to building that community is key.

Kenneth: Absolutely. It's about making those investments early on because building a community and understanding its dynamics takes time. It's not like the scripted corporate culture portrayed in satirical shows, like The Office. It's about creating space, learning about people, understanding the culture, and figuring out how you fit in while also contributing to the creation of your own culture.

Brandon: Wise words. Building a community is a journey that's worth the time and effort. Thank you for sharing these insights.

Kenneth: I guess delving into technical aspects, especially for PhDs, I'd emphasize the importance of having a portfolio. Personally, I didn't realize its significance until I met with a manager who found my research intriguing and asked, "Do you have a portfolio?" It was a Friday, and I responded with a quick "No, but I'll have one by Monday." True to my word, I had it ready by Monday and asked for feedback. It turns out, having a portfolio is crucial.

Unfortunately, many PhD programs don't teach the broader skills needed to translate research across different spaces. They often focus on speaking to specific disciplines. Being interdisciplinary, I had to train myself to translate concepts from women and gender studies, Black studies, psychology, sociology, public health, epidemiology, and more. My advice to anyone is to start early on building a portfolio and learn how to translate your research for different audiences.

Don't be discouraged by the initial challenge of translating your work. Instead, approach it as an exploration, a fun process of sharing your insights. In addition to community building, having a portfolio and developing translation skills are crucial for success.

Brandon: That’s amazing advice! Thank you so much for speaking with me today.