Discover the unique user experience path that Jeff Sauro, Principal at MeasuringU, followed in this eleventh episode.
This discussion features an interview with Jeff Sauro, a seasoned expert in user experience (UX) research and the CEO of a UX research and software company based in Denver, Colorado. Jeff shares his professional journey, insights into UX research, and practical advice for aspiring UX professionals.
Core Concepts and Professional Insights
- Origins of UX Research:
Jeff’s introduction to UX predates the formal use of the term and stems from a blend of human factors, usability, psychology, and information theory. His early work involved usability testing of web interfaces when the internet was in its infancy. - Importance of Measurement in UX:
He emphasizes the integration of quantitative methods such as statistics and Six Sigma into UX research, a field traditionally dominated by qualitative approaches. Jeff advocates for systematic measurement, statistical rigor, and experimental design to better quantify usability and user experience. - Distinction in UX Roles:
Jeff highlights the differences between UX design, UX research, and UX research operations, noting that these roles require distinct skills and understanding. He stresses that candidates should understand these distinctions before pursuing a career in UX research. - Industry Evolution:
The transition from traditional media to digital interfaces parallels the evolution of UX research. Early web design mimicked print media, but over time UX has developed into a distinct discipline requiring empirical evaluation and user-focused iterative design.
Advice for Aspiring UX Professionals
- Know the History and Foundations:
Understanding UX’s roots in psychology, engineering, human factors, and design is crucial. Familiarity with seminal authors like Don Norman and Jakob Nielsen and common UX terminology (e.g., prototypes, personas, journey maps) is highly recommended. - Gain Practical Experience:
Running even one usability test with about 10 participants provides invaluable hands-on learning, helping candidates differentiate themselves in the job market. - Understand UX Research Roles:
Clarify whether a career focus is on UX design or UX research, as conflating the two can be detrimental in hiring or career development. - Continuous Learning and Networking:
Engage with the UX community by reading journals such as Journal of Usability Studies, reaching out to experts, and following relevant publications and social media channels. - Advanced Degrees Not Mandatory:
While more than half of UX professionals hold advanced degrees, it is not a strict requirement. Practical experience and foundational knowledge can be equally or more important in entering the field.
Transcript
[Music]
Marc: Welcome to another episode of UX Pathways. I’m honored to be joined by Jeff Sauro. Jeff, how are you?
Jeff: Doing great. How are you, Marc?
Marc: Doing well. I’m excited to catch up with you. You do many things, so for our audience—what is your current role?
Jeff: I’m the CEO of a UX research and software company here in Denver, Colorado. We have about 30 people, mostly in Denver but also across the U.S.
Marc: And you’ve written a few books.
Jeff: I have—six so far, with a couple more in the works. Topics include Quantifying the User Experience, Customer Analytics, Benchmarking the User Experience, and others.
How Jeff Got Into UX
Marc: One question I always ask is: how did you stumble into the field of user experience?
Jeff: I’ve been in the field for over 20 years, and like many who’ve been in it a while, it wasn’t called user experience at the time. My early exposure was through human factors and usability.
As an undergrad at Syracuse University, I wanted to produce television, so I enrolled in the Newhouse School. During admission, they also recommended I take classes in the School of Information. I wasn’t initially thrilled—I thought it meant library science—but I ended up dual-enrolled.
My internships at CNN were exciting, but the wages in TV news weren’t. Around that same time—early 1990s—Netscape 1.0 had just launched. Mosaic had launched. The web was emerging, and people were drawing comparisons between television and this new medium.
My advisor, trained in psychology, information theory, and communication, introduced me to usability. My undergraduate thesis became a usability test of the early New York Times website. We tested 80 participants to examine how designers and users think differently—something we now summarize as “You are not the user.”
I still have screenshots of that 1995–96 NYT website. It literally resembled a newspaper front page. This was before designers realized the web was its own medium. Similar to early filmmaking that essentially recorded stage plays, the web was imitating older forms.
That was my first real introduction to usability.
From Corporate to Founding a Company
Marc: How did starting your own company come about?
Jeff: After undergrad, I joined General Electric in their IT Management Leadership Program. It involved rotations across GE businesses and extensive Six Sigma training. Jack Welch was heavily investing in Six Sigma at the time.
This was my first exposure to systematic measurement and applied statistics. It was rigorous—and challenging—but invaluable.
I then transferred to Chicago into GE Medical Systems and went through the training program again, which at first felt like a waste, but ended up being incredibly beneficial.
While working in IT, I was doing bits of interface evaluation, but most usability work at the time was qualitative. Nielsen’s early articles—like the “5 users” piece—dominated the conversation. My thesis had used quantitative methods, so I noticed an opportunity to bring measurement discipline into usability.
When the dot-com boom happened, anyone with UI or information architecture skills was in high demand. I worked in an agency environment during the boom—and then the bust. I went from stock-option excitement to the company going bankrupt. But those three years gave me deep experience.
Later, I joined Intuit, then PeopleSoft, which became Oracle, where I focused heavily on quantifying usability—sample sizes, statistical methods, metrics. I noticed few people were doing this. When asking researchers about stats, the common response was:
“We keep it qualitative so we don’t have to answer those questions.”
Meanwhile, a handful of people were publishing on quant UX—one was Jim Lewis at IBM. I reached out, and that started a long professional collaboration.
Eventually, I realized that if I wanted to do measurement-focused UX full-time, I’d need to start my own company. I began writing the “Measuring Usability” articles to share research and get feedback. The articles generated speaking opportunities and professional connections.
That became the foundation for MeasuringU, which now has employees and clients worldwide. It’s been quite the adventure.
Advice for People Entering UX
Marc: People often ask: “If I want to get into UX, what advice do you have?” What do you tell them?
Jeff: We hire a lot—and train a lot—so here’s what consistently stands out.
1. Know the History
Understand where UX comes from:
- Psychology
- Engineering
- Human factors
- Early usability research
- Foundational authors like Nielsen and Norman
Understanding the roots makes you more credible and well-rounded.
2. Learn the Language of UX
Every field has jargon:
- Prototype
- Persona
- Affordance
- Journey map
- Design thinking
If you know these terms before you start the job, you’re ahead of the curve.
3. Understand the Core Principles of User Research
UX research fundamentally includes:
- Early focus on users and tasks
- Iterative design
- Empirical measurement
These principles date back to the 1980s.
4. Run One Usability Test
Even one test with 10 participants sets you apart. You’ll experience the unpredictability of real users and learn how to observe, collect data, and synthesize insights.
It also helps you decide whether you enjoy the work.
5. Learn the Roles
UX isn’t just “UX.” Understand the distinctions:
- UX Research
- UX Design
- UX Operations
- Service Design
- Content Strategy
We hire primarily researchers. If someone shows us a design-heavy portfolio for a research role, it signals they may not fully understand the difference.
6. Read, Learn, Engage
- Journals like the Journal of Usability Studies
- Publications from UXPA, SIGCHI, and similar groups
- Articles, books, and blogs from leading researchers
Reach out to authors—many will reply.
7. You Don’t Need an Advanced Degree (At First)
About half of UX professionals have graduate degrees. But you don’t need one to start. I began with a bachelor’s, then later pursued a master’s and PhD once I knew the field was right for me.
Experience is just as important as education.
Where to Learn More About Jeff’s Work
Marc: Where can people find out more about you and your work?
Jeff: Visit measuringu.com. We publish original articles every week. You can also find us on:
- Twitter: @MeasuringU
- LinkedIn: MeasuringU
We go deep into measurement, research, and UX analytics.
Marc: Jeff, thanks so much for sharing your story today.
Jeff: Thank you, Marc.
[Music]
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