How to Use Trust, Logic, and Emotions to Gain Stakeholder Buy-In in UX

Communicating effectively with stakeholders is often a challenge for UX professionals. However, understanding and utilizing the principles of rhetoric—specifically ethos, logos, and pathos—can provide powerful strategies for influencing decision-makers and gaining support for UX initiatives.

The Rhetorical Triangle

The Rhetorical Triangle, based on the teachings of Aristotle, focuses on three core “appeals” that create a balanced and compelling argument:

Ethos (Trust/Credibility): Establishes trust in the speaker or author.
Logos (Logic): Uses evidence and reasoning to support the argument.
Pathos (Emotion): Appeals to the audience’s feelings and values.

By strategically blending ethos, logos, and pathos, you can craft a persuasive message that resonates with stakeholders.

Ethos: Establishing Trust & Credibility

Ethos is about building credibility, which encourages stakeholders to trust your insights and recommendations. When presenting a case, consider the following:

Demonstrate Your Expertise Clearly communicate your relevant experience and qualifications. Share the research and analysis you've done on the issue to position yourself as knowledgeable and reliable. For instance, if you've led previous successful projects or conducted recent user research, mention this background to reinforce your expertise.
Cite Credible Sources When your personal authority isn’t enough, support your position with reputable sources. Citing industry experts, respected organizations, or well-known studies can help validate your recommendations. For example, referencing user behavior data from a recognized authority like Nielsen Norman Group strengthens your argument with a trusted perspective.
Provide Transparency Avoid overstating your expertise or misrepresenting sources. Inaccurate citations or fabricated quotes will damage your credibility. Instead, ensure your information is accurate and accessible so stakeholders feel confident in the evidence you present.

Logos: Building Solid Argument

Logos is the use of logic and reason to strengthen your position. Presenting stakeholders with clear, data-driven insights can effectively demonstrate the value of your recommendations.

Use Supporting Evidence Share concrete data that backs up your insights. Evidence might come from primary research (like user interviews, surveys, or analytics) or secondary research (such as published studies or competitor analysis). Showing that your argument is built on real data makes it more compelling and less likely to be dismissed.
Align with Stakeholders’ Logic UX professionals often focus on user-centered thinking, while stakeholders may be more concerned with business outcomes. Align your recommendations with stakeholder priorities by connecting user benefits to business value. For example: “If we simplify the checkout process, it will reduce friction, leading to more completed purchases and increased revenue.”
Use Data Comparisons Comparisons with industry standards or competitors can put your insights into context. For instance, if your product’s checkout abandonment rate is 60%, compared to a competitor's 30%, stakeholders can clearly see the need for improvement. Comparisons help quantify the problem, making it easier for stakeholders to understand the stakes.

Pathos: Engaging Stakeholders Emotionally

Pathos involves connecting with stakeholders on an emotional level by addressing their values, concerns, and empathy.

Get Stakeholders Involved Inviting stakeholders to participate in research activities, such as usability testing, increases empathy. When stakeholders witness user frustrations firsthand, they are more likely to support UX-driven improvements.
Use Storytelling Presenting data in the form of user stories makes it more relatable and memorable. For example, rather than simply stating that users struggle with a complex form, describe a specific user who became frustrated and abandoned the process. This approach personalizes the issue and helps stakeholders emotionally connect with the user experience.
Incorporate Emotional Visuals Photos, videos, or screen captures showing users struggling with an interface can effectively convey the human impact of design issues. For instance, sharing footage of a user’s difficulty navigating a complex interface can create empathy, making the need for improvement more tangible.

Putting It All Together: A Hypothetical Scenario

Imagine you’re a UX designer at an e-commerce company. You need buy-in from a key stakeholder to simplify the checkout flow, as the checkout process is currently complex, causing a significant rate of cart abandonment.

Trust: Start by emphasizing your credibility. Explain that you’ve worked on the platform for years, conducted extensive research on user experience, and led successful projects to improve usability. By sharing this background, you reassure the stakeholder that your insights are credible.
Logic: Present quantitative data showing that 60% of users encounter issues with the checkout form, which leads to abandoned carts. Share competitor benchmarks to illustrate the potential for improvement, structuring your pitch like this: “If we simplify the checkout flow, it will reduce friction, leading to fewer abandoned carts and increased revenue.”
Emotion: End with a story from a recent usability test. Describe a user who grew visibly frustrated and ultimately abandoned their purchase due to the complicated checkout process. Suggest inviting the stakeholder to observe a future usability session to see the impact firsthand. This personal narrative creates an emotional connection, motivating the stakeholder to act.

By combining ethos, logos, and pathos, you create a well-rounded, persuasive argument that appeals to the stakeholder’s sense of trust, logic, and empathy. This approach not only strengthens your case but also increases the likelihood of gaining support for your UX initiatives.

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