Before a single design decision is made, before a single line of code is written, and before a project gains momentum, one critical step must take place: making a solid business case for the work ahead. Without this, nothing moves forward—no budget is allocated, no team is assembled, and no stakeholders sign off. In short, UX begins long before anyone utters the term "UX."

The Power of Research: A Netflix Case Study

To illustrate the importance of research, let's look at a case from Netflix in 2016. At the time, the company had no plans to introduce a download feature. The prevailing assumption among leadership was that as internet speeds improved, users wouldn’t need to download content. The internal belief was that only about 1% of users would ever download videos, making the feature unnecessary.

However, Todd Yellin, the VP of Product at Netflix, wasn’t convinced. Instead of relying on assumptions, he tasked a senior UX researcher to validate the decision. What they found was surprising: among Amazon Prime users in India, 70% regularly downloaded content. The reason? Many commuters in major cities like Hyderabad and Bangalore faced unreliable internet access during their 90-minute bus rides. This single research insight changed the conversation at Netflix. When presented with the data, leadership immediately recognized the untapped opportunity, and the business case for a download feature became undeniable. Shortly after, Netflix introduced the feature, dramatically increasing engagement in key international markets.

Building a Business Case for UX

So what goes into making a strong business case for UX? While no two organizations follow the exact same approach, certain key components help articulate the value of a project:

1. Executive Summary – A clear, concise statement of the project’s intent, objectives, and expected benefits.
2. Mission Statement – A vision for the project and how it aligns with broader organizational goals.
3. Market Research – Identifying key data points, such as the Netflix case where 70% of Amazon Prime users in India downloaded content. This kind of insight often reveals hidden opportunities.
4. Problem Identification – Clearly defining the challenge or opportunity the project addresses. Sometimes, the best business cases stem from unexpected insights—like Netflix’s discovery about transit users in India.
5. Solution & Value Proposition – Explaining how the proposed feature or design change will solve the problem and drive business growth.
6. Risk Assessment – Acknowledging potential risks and providing mitigation strategies.
7. Roadmap & Resources – Outlining a clear plan, milestones, required resources, and key personnel needed to deliver the final product.
8. Client & Stakeholder Buy-in – If stakeholders aren’t well-versed in UX and design thinking, demonstrating real-world impact can be crucial. Showing them what’s wrong and how it affects business performance often leads to stronger support.

The Role of Research in Design Decisions

UX is often described as a "sexy" term, but what does it really mean? At its core, UX is an unrelenting focus on the user—their needs, behaviors, and experiences. Designing without research is like navigating without a map. Every strong UX initiative starts with understanding the market, the audience, and the business landscape.

Take Airbnb, for example. About a decade ago, their growth plateaued. Through research, they identified a major trust issue between hosts and potential guests. People were hesitant to book because they weren’t sure what they were getting. A simple but powerful research-driven insight emerged: professional photography could help establish trust. Airbnb responded by offering free professional photography services to hosts. The result? A surge in bookings and a 2-3x increase in host earnings. Research provided the key data point that shaped a business-altering decision.

Foundational vs. Continuous Research

There are two major phases of UX research:

• Foundational Research – Conducted at the beginning of a project, this phase involves gathering data to understand both user needs and business objectives. Methods include surveys, competitor analysis, user interviews, and direct testing of competing apps or services.
• Continuous Research – UX research doesn’t stop when foundational studies are complete. As a project evolves, research continues through usability testing, A/B testing, and ongoing data analysis. This iterative approach ensures that design decisions remain aligned with user needs and business goals.

Research as a Living Resource

Good UX research isn’t a one-and-done activity—it needs to be accessible to teams throughout the project lifecycle. Tools like Figma’s integrated slide deck feature allow teams to document and update research findings in real time. This ensures that everyone—from designers to executives—can see the insights shaping the project.

UX as an Investment

Making a business case for UX isn’t just about convincing stakeholders to greenlight a project—it’s about ensuring that design decisions are rooted in real-world data, not assumptions. Research bridges the gap between user needs and business goals, making it one of the most valuable investments a company can make.

The next time someone questions the value of UX research, remind them of Netflix’s download feature, Airbnb’s photography service, or any number of game-changing design decisions that were fueled by data. In UX, research isn’t an extra step—it’s the foundation of success.