Understanding Users Before Designing: UX Researcher Olaoluwa discusses his transition from Industrial Design to UX Research

In this insightful interview, Olaoluwa shares his journey from an industrial design and graphics background to the dynamic realm of UX research. With a keen interest in human-centered design, he emphasizes the importance of understanding users deeply before initiating the design process. Olaoluwa, currently pursuing a PhD while working in UX research, brings a unique perspective to the field. He discusses the value of industry experience preceding academic pursuits and highlights the practical skills gained, particularly in conducting high-quality research. Addressing the impact of his identity as a black researcher, Olaoluwa emphasizes intellect and performance over his race. He expresses openness to diverse roles that enable the creation of user-friendly technologies. Drawing from his unconventional entry into UX research through self-guided learning and industry observation, Olaoluwa encourages aspiring researchers to foster curiosity and stay informed about emerging technologies. The interview delves into his views on the future of AI, natural language processing, and the interdisciplinary nature of UX research, portraying Olaoluwa's perspective on the evolving landscape of this burgeoning field.

Brandon:  Can you provide some insights into your background and how you initially entered UX research?

Olaoluwa: My background is in industrial design, with a focus on graphics. After spending numerous years in advertising, I sought something different. I wanted to continue my design work but also add a new dimension to it. This led me to explore what else a designer could do, and I came across the idea that designers should learn to code. However, realizing the widespread interest in coding, I knew there had to be more to it. That's when I delved into research and discovered human-centered design. This approach emphasizes understanding the person you are designing for before initiating the design process. This understanding necessitates research, and that's where my interest in user experience research began. As designers, we often focus on aesthetics, designing based on personal preferences. However, the crucial aspect is understanding the user's needs. This realization formed the foundation of my interest in user experience research. Despite not fully entering the industry, I am currently pursuing my PhD at Purdue University.

Brandon: There's something unique I want to discuss. You are the first person I've interviewed who is pursuing a PhD while already working in the field, a reversal of the usual sequence. I appreciate your distinctive perspective. How has this dual experience, being in the industry and pursuing a PhD, impacted your role as both a student and a professional?

Olaoluwa: It's like reverse engineering. I apply what I've learned in the industry to my academic pursuits. After over five years in the industry, I've acquired knowledge that I continue to use. Understanding the importance of research is a key focus now. I'm learning to conduct effective research, including experimental design for better results. These skills are proving beneficial in both my academic and professional endeavors.

Brandon: That makes a lot of sense. Could you highlight one specific thing you've learned in grad school that you'd like to apply to your UX work, particularly in terms of research skills?

Olaoluwa: In terms of research, during my undergrad studies, research was limited, mostly centered around cost studies. However, in grad school, I've learned how to conduct more robust research, creating studies that yield meaningful results. Additionally, I've gained insights into structuring research to achieve specific goals, a skill that proved valuable during my internship.

Brandon: Yeah, having that experience is not something many people in graduate school or in the UX field as a whole can claim. It's truly great that you've had that opportunity. I'm curious, how has your identity as a black researcher shaped your career path and experiences?

Olaoluwa: I believe that everyone has their own unique identity and a distinct way of approaching things. Each person holds a unique perspective on how they handle situations. Personally, it's about me, my body, my face—things I cannot change. I need to adapt and work with them. I don't think it's fundamentally shaping anything, but what matters most is what I, as a black person or a person of color, can deliver. It's the intellect that holds the utmost importance.

Brandon:  Definitely. So, relying on your intellect and all, can you talk to me about your career plans? After obtaining your graduate degree with this PhD and considering your experience, what areas are you looking to venture into? Are there specific roles, companies, or jobs that interest you?

Olaoluwa: I would say I'm quite open to numerous options because graduate school provides the opportunity to explore various areas. You might not excel in all, but you gain exposure to different aspects. I don't have a specific company in mind, but I'm looking forward to a place where I can create technologies that simplify life for people, helping them understand and interact with user-friendly products. Many products fail not because they are inherently bad, but users struggle to grasp their purpose.

Brandon: Absolutely. That's what we aim to achieve—to ensure products fulfill their intended purpose. I'm curious about your learning journey in UX. Many of us typically learn after entering grad school or focus on research skills first. In your career, what resources have you used to learn more about UX research, research skills, and the business side of it?

Olaoluwa: Initially, what intrigued me the most was finding something different as a designer—how to stand out and be unique. That curiosity led me to user-centered research or design. I didn't follow specific tutorials or materials; it was more about stumbling upon things, reading backgrounds, and analyzing product launches. For instance, when a new product was introduced, I'd delve into the advertisements to understand the reason behind specific features, like why they chose a particular camera for a new pixel.

Brandon: Given your background in industrial design, I imagine it must be advantageous. Many UX researchers, including myself, come from social science backgrounds like psychology. Do you feel that your background in industrial design has provided you with unique insights? How do you think it has influenced your career?

Olaoluwa: Yeah, I believe that the background in industrial design, combined with user research, provides me with a unique advantage. When you think about design, you already have an idea that you want to create. To ensure that this idea aligns with human beings, with your target audience or target users, research becomes crucial. Having the fundamental basics of how to structure a design and an idea is already in place. What differentiates people from a psychological background is that they focus on human behavior. They observe how humans behave and how it fits into design. In contrast, from my perspective, I already have an idea of the design and the kind of people I am designing for. This means I know who to interview, and I can identify when the interview or product evaluation is not aligning with my design concept. This gives me an edge to foresee potential issues and adjust the design accordingly. I believe one of the advantages of having a design degree or design thinking perspective is the ability to integrate it seamlessly into user research.

Brandon: That makes sense. Learning about design fundamentals can indeed provide a valuable perspective, especially when working closely with designers. Understanding that language can bridge gaps and enhance collaboration.

Brandon: I want to touch on your introduction to UX research. Many individuals are interested in breaking into the market, and your design background provides extra insight. Do you have any tips for those considering entering UX research, particularly young individuals in graduate school or earlier?

Olaoluwa: I believe one essential skill is knowing how to conduct research and staying updated on modern technology trends in the industry. As a researcher, being curious is crucial. You need a curious mind to understand what new technologies mean and how to leverage them. Having an open mind and thinking ahead about the future of technology is key. The basics of experimental designs are important, but a curious mind willing to learn and question why things are the way they are makes a good user researcher. Being locked down in understanding the "whys" leads to valuable insights. For instance, questioning why smartphones are rectangular opens up possibilities to explore other shapes and understand the historical and future implications. Curiosity enables you to look into the past, analyze the present, and envision the future. It allows you to conduct meaningful interviews and draw conclusions about potential changes. In essence, having a curious mind makes you a good researcher.

Brandon: Absolutely, curiosity is fundamental in any field, and it truly propels researchers forward. You mentioned the importance of staying updated on the newest technology. So, I'm curious, what is the latest technology that excites you?

Olaoluwa: I find the coolest thing right now is the outbreak of AI. The advent of machine learning and natural language processing has become widespread. Almost every platform is integrating generative AI into their features, be it in writing or image generation. It's fascinating because no one expected, for example, Adobe, to introduce generative images into Photoshop or Illustrator. Traditionally, designers were expected to create from scratch. Now, if you have an idea, you can use text to generate it. It may not be a perfect fit, but it serves as an inspiration. To comprehend this shift, one needs to look back. When natural language processing emerged, people thought it would be limited to text. However, it has permeated various fields, and everyone is trying to incorporate it. As a user researcher, observing these trends and contemplating their evolution over the next ten years is crucial. The transition from text to speech to typed prompts and receiving feedback represents the evolving landscape. Being aware of these trends helps shape research questions that align with modern technological advancements. It ensures that questions are not only about the current product but also encompass people's understanding and expectations of technology.

Brandon:  That's intriguing. AI's integration with natural language usage is certainly evolving. How do you foresee this affecting the future of design, especially in apps where there are various methods of inputting information or instructing the app?

Olaoluwa: I anticipate an increase in prompts; applications will be more prompt-oriented. While I can't think of specific functions right now, I believe there will be numerous suggestions. For example, when typing, you might receive suggestions that can be completed with a simple swipe. Applications may offer text-based suggestions, similar to Gmail attempting to propose email replies. Users can click on a suggested reply that fits, edit if needed, and send.

Brandon: Your background in industrial design seems to be an asset. Many UX researchers, including myself, come from social science backgrounds like psychology. Do you find that your background in industrial design provides you with unique insights?

Olaoluwa: Absolutely. The combination of industrial design and user research provides a distinct advantage. In design, you start with an idea, and to ensure it fits with human beings or your target audience, research becomes crucial. The fundamental basics of stringing a design and an idea are already in place. What sets it apart from a psychological background is that you're not just observing human behavior but considering it from a reverse perspective. You have the design idea and look at the set of people you're designing for. This means you already have an idea and know the kind of people you want to interview. If the interview diverges from your design concept, you can easily identify issues and adjust. Having a conceptual idea of what the design should look like allows you to foresee potential problems and change your approach if needed. This is one of the advantages of having a design degree or incorporating design thinking into user research.

Brandon: It makes sense, and I find myself and others considering learning more about design just for that sake, having that perspective. Working with designers, some of my closest colleagues, and the work they do still appears like magic to me, like the way they do it. Knowing some of those design fundamentals is very useful, at the very least, just to understand the language being spoken.

Brandon: I want to ask a little bit about your introduction to UXR again because a lot of people are curious, especially in today's market, on how to break into the market. Coming from a design background, that's giving you some extra perspective. Do you have any tips for people who might be reading this, who are young, maybe in graduate school or even before that, considering how to get into UX research?

Olaoluwa: I believe one of the essential skills needed is how to conduct research and staying up to date with modern technology. Understanding what's happening in the industry, being aware of the coolest technology being created is crucial. As a researcher, you should be curious to comprehend what new technologies mean and think ahead about their future implications. Having an open mind to various possibilities makes you a good user researcher. While we learn the basics of experimental designs, being a curious mind, willing to learn, and asking why, even when deeply focused on specific aspects, can make you an effective user researcher. For instance, questioning why smartphones are rectangular can lead to exploring alternative shapes and understanding past failures. A curious mind enables you to delve into the past, anticipate the future, and consider the present.

Brandon: Absolutely, curiosity is key in any field. If you are curious, you will thrive as a researcher because you always need to be looking for something new. I'm curious about the newest technology that excites you.

Olaoluwa: The most exciting thing right now is the breakthrough of AI, encompassing machine learning and natural language processing. Generative AI is being integrated into various features, impacting writing and image generation. It's fascinating that tools like Adobe are introducing generative images into Photoshop or Illustrator, enabling designers to use text to generate ideas. While it might not be a perfect fit, it serves as an inspirational starting point.

Brandon: AI is indeed evolving, especially in terms of natural language usage. With the rise of plain language interactions with AI, do you have any predictions or perspectives on how this will affect the future of design, especially in apps that utilize different methods of inputting information or giving instructions?

Olaoluwa: I anticipate an increase in prompts, with applications becoming more prompt-oriented. While I can't specify functions at the moment, there will likely be numerous suggestions, similar to when typing, where suggestions prompt completion with a simple swipe. Applications might incorporate text-based suggestions, akin to Gmail attempting to propose email replies. Users can click on suggested replies, edit if necessary, and send their response. Most applications may need to incorporate natural language processing to understand prompts. For example, in a ride-hailing app, you may not need to type your entire location; a prompt might suffice to convey your destination, and the app provides ride options. There could be further developments, such as introducing conversations between drivers and passengers, with features like language translation within the app. Different innovations are emerging in this space.

Brandon: Definitely, and we're in a new frontier, and I'm looking forward to it. So with that said, we're coming up to the end. I guess I just have one more question. Is there anything else that you'd like to share about your experiences or your perspective on UX research?

Olaoluwa: I feel like it's an emerging field, and it's very diversified. It's really an interesting area, an emerging design and technology and sciences together. It's like an intermediary between science, arts, and technology.

Brandon: Okay, well thank you so much. I really appreciate it. It was really nice talking to you.