The User Council: Increasing UX Design’s ROI

Discover how the User Council revolutionises the way businesses approach UX Design by putting users at the centre of decision-making. Learn how to implement this game-changing, user-centric strategy for better ROI and happier customers.

4 min readOct 3, 2024

The User Council: Increasing UX Design’s ROI

Why Is Advocating for Users in UX Design So Darn Hard?

You get it, and I get it — users should be the stars of the show in the world of UX Design.

But let’s be real; in many boardrooms, our dear user often feels like a ghost in the room, barely getting any attention. Why?

Well, companies are often too caught up chasing the big bucks and making shareholders happy to remember that a happy user often means a happy shareholder.

Let’s Talk Numbers, Shall We?

When you treat your users right, it’s not just good karma; it’s also good for business.

Studies, like the ones from Forrester Research, say that focusing on the user can actually pump up those ROI numbers and keep customers coming back for more.

And yet, why does it seem like UX designers have to shout from the rooftops just to keep the user in the conversation?

The Benefits of a User-Centric Solution in UX Design

Here’s a spicy 🌶️ take: let’s not just talk about users; let’s actually bring them into the boardroom!

Imagine that — a board meeting where users aren’t just pie charts or abstract personas, but real people who can share their joys and frustrations.

That’s game-changing stuff right there, folks.

It turns data and metrics into real human stories, emphasising the importance of user-centric design principles within the business framework.

Introducing The User Council: Your new BFF for user advocacy

Picture this: a User Council that includes real-life users of your product.

They join your team meetings, give feedback on design prototypes, and help shape the UX design process.

Basically, it’s like having your own panel of judges, except they help you hit the high notes every single time.

🔸 For example: Adobe’s “Customer Advisory Board” serves as another stellar example.

This board is comprised of actual users who meet regularly to provide the company with valuable feedback, helping Adobe create more user-centric products.

Implementing a User-Centric Council in Your UX Design Process

Adopting a User Council is straightforward and can be accomplished in five steps:

Recruit Volunteers: Use your platform or social media channels to invite users to join the council.
Screen for Diversity: Ensure the council includes a range of users, reflecting the diversity of your audience.
Onboard and Educate: Equip council members with basic UI/UX Design principles, so they can provide insightful feedback.
Integrate into Meetings: Schedule regular slots for the council in your business meetings.
Offer Incentives: Providing perks or rewards can keep council members engaged, reinforcing a user-centric focus.

When Democracy Comes to Design

Once you’ve got a User Council in place, it’s hard to ignore what users want.

It’s like giving them a seat at the table — literally. Your team will naturally adopt a more user-centric mindset, and that’s something to cheer about.

This isn’t just a win for users. When businesses start to truly understand and meet user needs, everybody wins.

Companies see better ROI and loyalty numbers, and users — well, they get products that actually make their lives better.

It’s All About the Journey

Implementing a User Council isn’t just a one-off event.

It’s a journey towards fostering an enduring user-centric culture.

This council becomes a touchstone, a constant reminder for everyone in the organisation, from the junior designer to the CEO, that the user matters.

So, even as team members come and go, the user-centric core of the business remains unshaken. It’s like planting a seed of empathy that grows into a tree whose branches reach every corner of your organisation 🌱.

There you have it, folks.

A User Council isn’t just a cool idea; it’s a practical way to make sure users aren’t just ghosts in the room but active participants in the UX Design process.

It turns out that when you actually listen to people and involve them in the decision-making, good things happen.

Who would’ve thought?

Let’s Connect

📥 Email hello@uxplaybook.org if you have any questions, feedback, or suggestions.

Hey 👋 I’m Chris, the Founder of UX Playbook.

Here’s more about me:

👨‍🏫 I’m a Ex-Head of Design, with 10 years of experience in tech, building products & teams

🦄 I worked with Fortune 100s like Google, Nike, Coca Cola, 21st Century Fox, and startup unicorns

👨‍👩‍👧‍👦 I’ve built a community of over 62,000 designers

🤝 I’ve supported over 11,000 designers with my free UX resources, blog posts, and mentorship

🚀 I’ve been the founding designer for 8 startups

💸 I previously grew my own freelance one-person UX consultancy to $26,000/month then burnt out

Want more from me? Follow me on LinkedIn.