The Controversial UXR Case Study
Let’s face it. Case studies can be largely unavoidable pains in the *ss. I field questions about them regularly. Here’s a Q&A about these devils:
Q: Are case studies required?
Yes, for juniors and mid-level researchers, I recommend case studies, for sure. And sometimes for more senior professionals, depending on the role and level. Why? Because case studies are the best way to demonstrate your strengths, accomplishments, presentation, and storytelling skills. Similar to primary research, case studies provide primary “evidence” (assuming they are truthful, and they 100% should be truthful).
Q: How and when are case studies used?
Case studies are used actively during the user research job interview process. Often they are required to submit a complete job application.
Typically you’ll participate in a quick screener call, then speak with the hiring manager or a member of the team. The third step frequently includes a test/challenge and or a case study presentation (aka “portfolio” review.) The intent is for you to demonstrate you can meet the role’s specific qualifications. The team is evaluating your actual experience, level of expertise, impact, and communication.
"Past performance is the best predictor of future performance" is a phrase often used in the context of these interviews. The interviewer or evaluator is trying to assess a candidate's potential for success in a particular role. The thinking is that if a candidate has a track record of success in similar situations, they are more likely to succeed in the future. However, as you likely know, this phrase is not a guarantee of future success, as there are always variables and factors that can affect performance.
Q: When is the best time to create a case study?
In the Ask Like A Pro series, our students are collecting (physical and emotional) inputs for their case studies at every step of their research process. We keep our eye on the end game and plan ahead.
We think about the research share out and the case study while planning the research, screening participants, authoring discussion guides, gathering artifacts, and at every other stage. (I led a corporate workshop that delved into this topic yesterday!) Collect your case study inputs (including your reflections, noting which transferable skills came into play and when, and other a-has) while doing your studies and pull it together immediately after the project – while it’s fresh. Also, set a calendar reminder to circle back with your stakeholders in 3-6+ months to capture the actual impact. NOTE: If a project/feature did not launch as a result of your research, this in itself IS IMPACT.
Q: How many case studies should I have and why?
Juniors and mid-level researchers should have at least three solid case studies, ideally five so have options to choose which ones will be more meaningful in various situations. They should show a variety of your thinking/problem-solving, types of work you have done (e.g. rapid, rolling research and big sky thinking, generative and evaluative, agile and precious, single versus multi-phase, and or a range of methods, industry/domain experience, etc.). The set of case studies you curate should also demonstrate the values you bring to the hiring organization.
Q: What format should I present them in?
I prefer Google Slides or embedded presentations on live websites because they can be edited in real-time. PDFs and other static formats cannot be edited in real-time, cannot be updated after distribution, nor can access be redacted. This is important(!).
When hosting online, make sure to choose a platform YOU can maintain.
Off-the-shelf online solutions like SquareSpace, Notion, Wix, and UxFolio are easy to keep updated, which is critical. They can also allow you to track visitors with Google Analytics and provide password protection. PRO TIP: If using a slide deck, create one huge deck and duplicate the necessary projects per use case, then name each version and distribute them accordingly.
Q: What should they include?
Here is what I look for in a UXR case study to evaluate your previous work and current expertise. It should clearly and succinctly communicate:
Problem/opportunity explored (the goal)
Assumptions/hypotheses tested (this is missing in most junior’s case studies, especially in those coming from a UX Design bootcamp which is critical)
Details about your approach/process (some, not all!)
A sense of the timeline (4 days, weeks, or months?)
Impact (internal, external, industry-wise, etc.)
Specific role you played (lead or support, on what?)
Whom you collaborated with and how (stakeholder engagement)
What you learned (show your critical thinking, what you would have done differently, will remember in the future, etc.)
Values you bring to the table (teamwork, resourcefulness, transferable knowledge, domain expertise, etc.). Align these to the structure of the case study
Something about YOU as an individual
Feel free to leverage the above as a checklist.
In short, demonstrate you can tell a short but compelling story, select the right techniques, and BRING YOUR PERSONALITY TO LIFE. No, you do not need to show personas or journey maps.
Q: What about the results?
Nope. I am not interested in the “results” of the study. These are often, if not completely, confidential. I am far more interested in the *impact* of your work and how you talk about yourself, your collaboration with your stakeholders, and your experiences.
Q: What about terms?
Last, but certainly, not least, I read each word to ascertain if you understand our industry’s terminology. I can tell immediately how savvy you are, or not, by the terms you use and how you use them. (E.g. findings and insights differ. Journey mapping and personas are not data-generating methods. They are visualization reference tools. A/B tests measure conversion, not concept preference.)
Q: What other aspects should I consider?
I touched in this above. Consider different case studies for different goals/roles. For example:
Start-up versus a big organization (They seek different things.)
Established research practice versus the first research hire (They also seek different things.)
Sector preference (such as social impact, fintech, education, etc.)
Big sky research questions versus smaller, more tactical questions
Enterprise research questions versus start-up questions
Rapid or iterative research versus “precious” research
Particular approaches (mixed methods or pricing analysis) or skills focused (like stakeholder collaboration or research ops)
Q: Do I need an introduction?
An overview and a presentation deck that speaks to the kind of role are you hoping to land will likely benefit you, so yes.
Is it your next full-time job?
An advisory or ReOps role?
A volunteer or community role?
Management or individual contributor role?
Internal team or agency role?
Q: What else should I prepare or contemplate?
Ask who you will be presenting to and tailor your presentation accordingly. Prepare a convincing pitch about why this company and role meaningfully match your interests and aspirations. PRO TIP: Help the hiring team by telling them how you and your skills are a special match to their needs. Answer the question “why is this your ideal company/position?"
Use this question as a prompt to encourage your critical thinking. It will likely generate great questions for YOU to ask as well.
Get ready for questions about what you would have done differently with a longer and shorter amount of time, more and less budget, etc.
A short and long version of each case study. Sometimes you will only have five minutes to share, other times you may have as much as 45 minutes.
Edit that devil, again! The short version is likely too damn long ;). A recruiter or hiring manager will spend about 30 seconds on the first pass. Use clear headlines and subheads, with bullets (not prose!)
Questions for the team. You must ask them questions too!
The slides above show various case studies from our Ask Like A Pro alumni at different stages of development. Notice that no two look alike? They shouldn’t. They should reflect YOU as an individual and have a cohesive look across your case studies.
Yes, it’s extremely competitive right now, especially for juniors. Keep your eye on the end game. You can do this! I AM CHEERING YOU ON FROM THE SIDELINES!
Here is a related article on How to Ace your UXR Job interview and another titled Should I join an established UX team or build my own?
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